Paralympics GB joined by Bupa UK as new healthcare partner

Bupa becomes the Official Healthcare Partner of Paralympics GB. The three-year partnership will provide British Paralympian’s with the highest quality healthcare in the lead-up to Paris 2024.

Through Bupa, the athletes will be provided with the medical expertise needed to reach the peak of their performance as they look to build on their impressive achievement of 124 medals, across a record breaking 18 different sports, and a second place medal table finish at Tokyo 2020. Bupa will support Paralympic athletes across the whole range of sports preparing for Paris 2024.

The partnership will include practical health assessments designed to give a full overview of health and wellbeing to prevent and address concerns, as well as physical and mental health services. 

Through the partnership Bupa and ParalympicsGB will also collaborate to challenge perceptions around disability in society, celebrating difference and diversity in order to help everyone achieve their goals, while also promoting inclusivity in business, healthcare and other areas of life.

The partnership was launched at Bupa’s offices in Salford, Manchester, on Wednesday 6 July, by Bupa Global & UK CEO Carlos Jaureguizar, alongside Mike Sharrock, Chief Executive of the British Paralympic Association, and Aaron Phipps MBE, gold medal-winning wheelchair rugby player.

Aaron Phipps MBE, Wheelchair Rugby Tokyo 2020 gold medallist, says: “Throughout my life and sporting career I’ve worked to challenge perceptions around disability so it’s great to see Bupa and ParalympicsGB partnering to bring this to the forefront of our society. There shouldn’t be any barriers to anyone reaching their full potential in life and the more we can spread that message, the more we can achieve together.

“To compete at an elite level it’s vital that we have access to the highest quality medical advice and support. Being able to utilise the UK’s top clinicians and services through Bupa has the potential to give us all a real competitive edge.”

Carlos Jaureguizar, CEO for Bupa Global & UK, says: “Paralympians show us that there’s nothing you can’t do when you put your mind to it. It’s this determination that inspires us in our mission to change the face of healthcare.

“Working with ParalympicsGB gives us the unique opportunity to understand the needs of more people in society, ultimately reflecting the diverse needs of our customers. It’s important to celebrate our diversity and each of our differences, in order to make a tangible shift in perceptions of disability in our society. Together, we want to inspire the next generation to believe that anything is possible.​”

Mike Sharrock, Chief Executive at the British Paralympic Association, says: “For everyone, whether you’re an athlete or not, looking after your health and wellbeing is crucial and I am delighted this partnership will give ParalympicsGB athletes access to an array of additional support for their mental and physical wellbeing. We’re proud to be partnering with Bupa, and it’s clear based on their experience of working with Paralympic athletes and organisations around the world that they will be just as keen as we are at ParalympicsGB to make this a truly meaningful partnership, driving the change we want to see in perceptions of disability.”

The partnership with ParalympicsGB continues a long-standing history of partnering with national Paralympic associations for Bupa. In 2007, Sanitas, part of Bupa Group, became the Official Medical Provider for the Spanish Paralympic Committee and has since supported over athletes at several Paralympic Games. Since then, Bupa has gone on to support Paralympians in Poland and Chile – providing healthcare support to the Paralympic teams and developing health and wellbeing initiatives and programmes for their athletes.

Southampton become first Premier League club to launch NFT kit collection

Southampton Football Club is entering the world of digital collectable art with the launch of its very first NFTs.

To celebrate the launch of its ‘Bold is Brave’ 22/23 home, away and third kits, Southampton FC and hummel will be launching three unique NFTs. In doing so, the club has become the first-ever Premier League club to launch an NFT of its kit designs. 

The NFTs have been created to showcase the original digital design drawing of each kit, which are bolder and braver than ever before.

For instance, the new Southampton FC home shirt draws inspiration from those worn by the flamboyant and free-flowing Saints side of the early 80s. Reversing the colours of the shirt first worn by trailblazers like Kevin Keegan, Alan Ball and Charlie George, the striking central red stripe and central badge mark a brave new direction for the club.

As a club that is known for doing things differently, Southampton FC will be launching just one NFT per kit, making each one a true collectable item for football shirt collectors in web 3.0. 

Fans will be invited to bid for the NFTs in an auction via OpenSea, the world’s first and largest web3 marketplace for NFTs. The home kit NFT will be going up for auction from 29th June, with the away and third kit launching in the coming weeks and will conclude in August. The recipient of each NFT will also receive a bonus of the first off-the-line matching physical shirt.

The club would like to make it clear to supporters that its NFTs are digital collectable works of art and should not be considered as financial investments.

“As a club, we have always looked for new and innovative ways to push the boundaries and to connect with our fans. This season is no different and our kit is all about being bold and brave. With this in mind, we wanted to create three unique NFTs that will be collectable items for our fans, says Sarah Batters, Director of Marketing & Partnerships for Southampton Football Club.

“Whilst we appreciate that not everyone will be ready to dive into the world of NFTs, we want to be bold in giving our supporters the choice to explore this exciting and new area. This is a great chance to offer our fans something special, that balances the spirit of where we have come from with the determination to be bigger, bolder, and braver in everything we do next.”

Castore appointed as Harlequins official technical and retail partner

Castore and Harlequins are delighted to begin their Technical and Retail partnership ahead of the 2022/23 season.

With the new Men’s and Women’s Home playing kits and Travel & Training Wear ranges set to be revealed in the coming weeks, Harlequins and Castore are delighted to announce their new, multi-year partnership.

Seeing unparalleled growth since their inception in 2015, Castore will supply all training and playing wear for the Club, covering the Men’s, Women’s and Youth teams, as well as take over the running of Harlequins’ retail operations at The Stoop.

Castore’s partnership portfolio boasts an impressive line up from England Cricket, Rangers FC, Newcastle United, Aston Villa, Wolverhampton Wanderers, Sevilla FC, Bayer 04 Leverkusen, McLaren F1 and Auto, and athletes such as Matt Fitzpatrick, Sir Andy Murray and Adam Peaty. 

Harlequins CEO Laurie Dalrymple said: “We are delighted to announce the appointment of Castore as the Club’s Official Technical & Retail partner.

“After 8 very successful seasons partnering with adidas, we have undertaken an extremely thorough process of reviewing our Club Technical & Retail partner, talking to many of the leading global brands in this space. Castore were a clear standout as a best-in-class business that has seen huge growth since its founding in 2015. Their dual approach of supporting our retail operation as well as high quality products for our players and supporters stood head and shoulders above their competition.

“One of the key requirements we identified for our new Technical & Retail partner was the ability to supply high performance clothing for our playing groups, both Men & Women. Castore has a strong record of supplying high-quality women’s-fit clothing and we are excited to see Harlequins Women take to the field in Castore products next season.

“Over the last two years we have seen huge support and engagement for the Club within our loyal supporter base and we are looking forward to seeing this new partnership help to supply our supporters with the latest official Harlequins merchandise – we can’t wait to see their reaction to the new kit.”

Tom Beahon, Castore Co-founder, said: “We are thrilled to partner with Harlequins. As a founding member of the RFU, Harlequins is a truly iconic brand within the world of rugby that is leading the way when it comes to growing the game.

“Harlequins’ annual Big Game, Big Summer Kick-Off and The Game Changer campaigns are sport-leading events within rugby union and perfectly embody Castore’s Better Never Stops ethos. We feel this partnership is an ideal fit for two premium brands that focus on innovation and quality.”

Castore and Harlequins are set to unveil their 2022/23 season kits in the coming months.

CSM live expands Europe business by opening Germany office

Live, branding, experiences, and events agency CSM Live is delighted to announce the appointment of Andreas Schrott as its inaugural Director for Germany. The move highlights the business’ long-term commitment to the country which has become a European sports hub as well as a centre for future major events taking place.

With an existing portfolio of events in Germany, this marks the creation of a permanent presence in central Europe, with a focus on delivering branding and live experiences.  CSM Live will focus on delivering branding and live experiences at sporting and other events in Germany, as well as across central Europe. Germany represents one of the largest sport and sponsorship markets in the world and will host some of the highest profile sporting events in forthcoming years, such as UEFA EURO 2024 and the inaugural NFL games in Germany later this year.

Schrott brings almost 20 years of experience to the role, during which time he has been involved in some of the most prestigious football events, including three FIFA Men’s and Women’s World Cups; nine UEFA National Team Competition Tournaments, including the likes of EUROs and U-21s; 15 UEFA Club Competition Finals; UEFA Champions League and Europa League Seasons; and many more.

Throughout his 20-year career, Schrott has worked across a range of roles and organisations. The first was in 2003 for the German football side SSV Jahn Regensburg in PR and Marketing, before moving into several project and signage manager roles. Between 2011-2018 he spent the largest part of his career with UEFA as a signage manager and following that as a signage and brand consultant for UEFA and DFB (the German Football Association) which gave him invaluable experience going forward into his new role with CSM Live.

Based in Munich, CSM Sport and Entertainment GmbH will commence trading in July 2022.

CSM Live CEO, Alastair Bewick, commented: “We have worked in Germany for many years on some of the largest events covering sports from international football to motorsport.  With an already established supply chain and network of installers, it is therefore fantastic to be able to establish a permanent presence in Germany.  As an experienced and talented leader in the German market, Andreas will lead the development of our offering in Germany, as well as continue to build our in-house team and capabilities to serve the thriving events market in Europe’s foremost sports economy, as well as further afield in mainland Europe.  This is the perfect complement to our existing European bases in Spain and France, and further underlines our international credentials”.

Commenting on his appointment, Schrott said: “I’m delighted to join CSM Live having worked with them for well over a decade as a client.  I’m excited about being able to drive such a well-renowned business in the local market, building on the strong credentials that have already been built by the international team”. 

ESPN secure rights to air Tour de France until 2027

ESPN and Amaury Sport Organisation (A.S.O.) announce a rights agreement through 2027 to broadcast the Tour the France, the new  Tour de France Femmes avec Zwift and other marquee men’s and women’s international cycling competitions. The agreement also includes events such as La Vuelta, Critérium du Dauphiné, Paris-Nice and Paris-Roubaix from 2023 to 2027. In this way, ESPN continues to be the home of cycling, with the world’s top cycling races and an unparalleled content portfolio.

The agreement includes the rights to air the Tour de France via all means and media for ESPN platforms – TV, internet/digital/mobile, OTT and VOD. This will mean live exclusive pay TV/digital rights, and ESPN will provide linear broadcast for last two hours of stages and full coverage of each race stage on streaming platforms Star+ in Latin America and ESPN Play in the Caribbean – starting in 2023.

Among the highlights of the new agreement, it is worth mentioning the expansion of ESPN’s rights for women’s cycling events with the addition of Paris-Roubaix Femmes avec Zwift, La Flèche Wallonne Femmes, Liège-Bastogne-Liège Femmes and the Ceratizit Challenge by La Vuelta.

“It’s a pleasure to be able to continue offering the world’s most important cycling competitions headlined by the Tour de France, for our cycling fans across Latin America and the Caribbean. Also, we’re enormously proud to announce that the Tour de France Femmes avec Zwift and many other significant women’s events will be part of our regular cycling programming as of 2023,” said Michael Walters, Vice President of Programming for ESPN. 


“We are delighted to renew and strengthen our agreement in Latin America with ESPN for the broadcast of the Tour de France and many other events until 2027. Those events have seen a lot of success from Latin American participants in the recent years and plenty are yet to come on ESPN channels and platforms. The spotlight will also be put on women’s cycling as soon as July 24, 2022 with the start of the first Tour de France Femmes avec Zwift that will be part of ESPN’s commitment to the cycling sport in Central and South America as well as the Caribbean”, said Julien Goupil, Media and Partnership Director, Amaury Sport Organisation (A.S.O.).

Virgin Bet extends title sponsorship of Ayr Gold Cup

Virgin Bet is to retain its sponsorship of the Ayr Gold Cup, Scotland’s most prestigious flat race, as part of an extended deal to maintain naming rights of the three-day Virgin Bet Ayr Gold Cup Festival which runs from Thursday September 15th through Saturday September 17th.

Ayr Racecourse and Virgin Bet, one of the UK’s fastest growing sportsbooks, today announced the renewed sponsorship deal following the success of the inaugural partnership which commenced in 2021.

Once again, the Virgin Bet Ayr Gold Cup will be the highlight of ITV Racing’s live television broadcasting on Saturday 17th September. ITV1’s coverage of the 2021 race reached 1.24m people, with a peak audience of 632k for the flagship race itself. 

In addition to the feature race, the Virgin Bet Ayr Gold Cup, the betting operator will sponsor eight other key races during the festival. As with last year, this includes Saturday’s Ayr Silver Cup, the Doonside Cup Listed Race, and the Firth of Clyde Stakes (Scotland’s only Group One race). Virgin Bet will also continue sponsorship of Thursday’s Kilkerran Cup and the Ayr Bronze Cup on Friday.

David Brown, Managing Director of Ayr Racecourse, said: “I know I speak for the entire team at Ayr in saying we are delighted Virgin Bet have renewed their sponsorship of the Virgin Bet Ayr Gold Cup Festival.

“Virgin Bet is one of the fastest growing sportsbooks in the UK and it is an honour for us that they have once again pledged their support to the biggest and richest Flat racing festival in Scotland which is also one of the most anticipated fixtures in the British racing calendar. 

“Sponsorship has never been as important to racing as it is now and to attract a sponsor of this magnitude underlines the importance of this Festival.

“We look forward once again to working with the team at Virgin Bet to deliver a memorable 2022 Virgin Bet Ayr Gold Cup.”

James McKay, Sportsbook Director at Virgin Bet added: “Following the success of last year’s partnership with Ayr Racecourse, we are proud to continue our sponsorship of one of the highlights in Scotland and the UK’s racing calendars.

“Virgin Bet continues to cement itself as a leading runner in horse racing, and following the popularity of last year’s festival amongst our customers, headlined by The Virgin Bet Ayr Gold Cup, it was only natural for us to extend our partnership with one of the biggest moments in the flat-racing season.

We can’t wait to once again support British racing on what I’m sure will be a thrilling three days at the Virgin Bet Ayr Gold Cup Festival in September.”

The Wimbledon Virtual Hill: the fun cousin at a classy wedding

Anna Afolabi, a strategist at Wasserman EMEA, takes us behind the scenes for a look at their award-winning virtual hill.

It has begun. 

Celebrity owned monkeys, companies purchasing virtual real estate and luxury virtual concerts are popping up across the brandosphere. Welcome to the marketing gold rush for the world of web3.

We made our first foray into this world in 2021 (by accident) with the Wimbledon Virtual Hill, a few months before the ‘metaverse’ became popular industry jargon. We don’t refer to the Virtual Hill as a metaverse. We’ve learned it is actually more akin to a “proto-metaverse” – which is a virtual, (and more fantastical), imaginary version of the real-life environment.

Last week saw the launch of the shiny new version of the Virtual Hill, and we have learned a few key lessons along the way. 

LESSON ONE: KNOW THE VALUE YOU ARE ADDING

Wimbledon has a strong brand and fandom. From hardcore tennis fanatics to casual fans to those who simply use the competition as the “official” marker for summer. The Hill itself also has a special role for Wimbledon fans, where the poised and professional brands can let loose. It’s the fun cousin at a classy wedding.

Our brief was to give more people around the world a chance to experience the special qualities of a day on Henman Hill / Murray Mound / Radacanu Ridge – or simply, ‘The Hill’.

It was this challenge that led us down the path of a virtual experience.

Experience the hill here: https://hill.wimbledon.com

LESSON TWO: MAKE CONNECTIONS WITH AN AUDIENCE, NOT THE UNKNOWN

When any brief knocks on the door of digital experiences, it’s tempting to start with the practicalities of what we want to make. A game? A competition? A UGC generator? 

During COVID times in 2021, we knew we needed to start with what the audience was missing at a time when Wimbledon was without a full capacity Hill. 

Our initial qual research told us what fans really connected with. The Hill experience is a collection of smaller moments and feelings; the hustle and bustle of the crowd, the rush to save a friend a seat, or sipping drinks in the sun. This was a clear focal point, rooted in our audience’s relationship with the Hill, to build our virtual world around. 

Letting the build be led by the audience, not the tech, meant that when it came to evolving the Virtual Hill for this year, we could hone it further to suit a post-pandemic context. From a second screen, rewards-based page in 2021 – to this year’s fully-fledged interactive social experience, bringing even more of the Hill’s qualities to global fans.  

LESSON THREE: BUILD IT AND THEY WILL COME

Leaping into the proto-metaverse costs money. With an eye on client budgets throughout ideation and development, digital experiences are a much easier sell when you can give assurances of strong audience reach and uptake. 

Fortunately, The All England Lawn Tennis Club  has incredible owned reach to help direct eager fans to our virtual world. Tapping into eCRM, social followings, app users and more meant we avoided the need for an expensive ad campaign. We could focus our efforts on the bells and whistles of the Hill without worrying about reaching an entirely new audience to show them what we’ve been doing.  

An eager fan base has also allowed us to integrate member-get-member and UGC mechanics into the experience to further increase organic reach and traffic. 

Connecting brands and properties with audiences through digital experiences is a fun and evolving plane. But even with new mediums, it doesn’t hurt to sense check against tried and tested marketing principles; What value are you adding? What is the audience connection point? How will we drive people to discover and engage? We believe it starts with building experiences out of audience truths.

Anna Afolabi is an Integrated Strategist at Wasserman with cross industry background in branding, research and insights, social media analytics and sponsorship & partnership consulting across brands such as The All England Club, Amazon, Microsoft and UEFA.

FIH and Simba launch first digital hockey collectibles

The NFT marketplace which came to birth thanks to the recent partnership between the International Hockey Federation (FIH) and SIMBA Chain, Inc., a blockchain company delivering real-world Web3 solutions, has delivered its very first offer of hockey digital collectibles today!

Taking advantage of the FIH Hockey Women’s World Cup Spain and Netherlands 2022, which is starting today, July 1, this first-ever series of FIH NFTs gets inspiration from the “collectible cards” concept that are traditionally associated with sports.

16 NTFs, one per participating team, will give the opportunity for fans all around the world to build their own collection from an event that is unique and highly-prestigious. In particular, those NFTs display “must have” FIH Hockey Women’s World Cup all-time statistics for every participating team!

And even more: some of the fans collecting each of the 16 NFTs – one from each country’s collection – will have the chance to receive exciting rewards like signed memorabilia from the FIH Hockey Women’s World Cup Spain and Netherlands 2022, VIP hospitality tickets for upcoming FIH events and access to exclusive discounts! Therefore, don’t wait any longer and acquire your first FIH NFTs!

The FIH NFTs are accessible to everybody, without needing any crypto understanding or experience. Fans can access the collectibles on NFTclub.hockey, purchase their favourites by creating a user account and access them once logged in.

FIH CEO Thierry Weil said: “Today’s launch of our very first NFTs marks yet another step in our ever increasing digital engagement with fans. Collectibles have always been very popular amongst sports fans and we’re hopeful that those digital ones, developed thanks to the expertise of our new partner SIMBA Market, will offer a new way for fans to enjoy and remember their best hockey memories.”

“We built SIMBA Market to enable brands like FIH to introduce their communities to NFTs without the need for any crypto understanding. This is in line with our mission to bring blockchain to the world” said Bryan Ritchie, CEO of SIMBA Chain.

Formula 1 extends agreement with The Memento Group, including rights to sell cars

Formula 1 has extended its licensing agreement with The Memento Group (TMG), the UK-based sports licensing, retail and memorabilia business, until the end of the 2025 season.

The extension sees TMG retain its licence to sell authentic, certified, and licensed Formula 1 memorabilia from current F1 teams, and now includes the rights to sell ex-F1 race cars and show cars on its website.

A special auction is currently underway until 5 July 2022 which will feature, for the first time, a fully operational and ready-to-race Formula 1 car – the 1990 Leyton House CG901. The car competed in the 1990 FIA Formula One World Championship™, securing a 2nd place in the French Grand Prix, and is expected to fetch in excess of £795,000.

F1 Race Cars, a dedicated section on the F1 Authentics online platform, has been revamped, becoming the dedicated marketplace for all former F1 race car and show car transactions. A diverse collection is available, from heritage show cars to restored former race cars and replicas of current cars. The Memento Group has been licensed to operate the F1 Authentics website since 2019, and the four- season extension will continue to see authentic Formula 1 memorabilia, from the past and the present, available to fans via the online shop and auction platform.

Brandon Snow, Managing Director, Commercial, Formula 1, said: “Since 2019 we have entrusted The Memento Group to help us create and operate a safe and secure online platform for Formula 1 fans to browse, discover and purchase authentic, certified, F1 memorabilia. Over the past three years our partnership has gone from strength to strength. With F1 Authentics, we have delivered the ultimate motorsport memorabilia destination for all fans of our sport, and the exciting inclusion of former race and show cars expands on the already impressive offering. We look forward to continuing this journey and offering our fans more opportunities to own their own unique piece of Formula 1 history.”

Barry Gough, Founder and CEO of The Memento Group, said: “We are delighted to extend our partnership with Formula 1 for another four exciting seasons and what better way to mark this than offering, for the very first time on F1 Authentics a fully operational, ready to race, F1 race car!

“We have worked tirelessly with our partners at Formula 1 to create the ultimate destination for fans of the sport and this contract is recognition for what we have achieved to date and this auction demonstrates how we can enhance further our support of the world’s greatest motorsport in the future. We look forward to taking this to the next level with the continued support of F1, the Teams and of course, fans all around the world.”

BT remains home of UEFA Champions League, Europa League and Conference League until 2027

BT Sport will remain the home of top flight European football until 2027, it was confirmed today.  BT have secured the rights to the majority of the UEFA Champions League games, plus all the UEFA Europa League and the UEFA Europa Conference League exclusively live, for a further three seasons, including highlights and in-match clips.  BT Sport will continue to make the finals available for all to watch. 

BT Sport will show the new format of the three European competitions from 2024, with 12 more teams, more matches than ever before, plus the introduction of an additional “knockout-playoff” round. 

In each competition, 36 teams will play in a single league format, with those finishing 1-8 progressing to the Round of 16, teams placed 9-24 contesting the additional knockout round, and the bottom 12 teams exiting the competition and no longer dropping down into the UEL and UECL respectively, introducing more jeopardy and must-win knock out matches. 

The expanded qualification system opens up the possibility of a fifth English team in the UCL and guarantees Scottish participation in the UCL and UEL. 

Last season the UEFA Champions League, UEFA Europa League and UEFA Europa Conference League were a huge success on BT Sport with a 37 per cent increase in UEFA Champions League viewer hours, the final between Liverpool and Real Madrid available for all to watch in the UK, and a record breaking 12.6m people tuning in across all platforms.   

Marc Allera, Chief Executive of BT’s Consumer Division, said “BT Sport continues to be the home of the UEFA Club Competitions until 2027 and we are extremely proud to have the privilege of twelve years of broadcasting one of the most exciting competitions in the world.  It is fantastic news for our viewers that from 2024 we will be able to show more games than ever before live and exclusive on BT Sport.” 

Guy-Laurent Epstein, UEFA Marketing Director, said: “We are delighted to be extending our partnership with BT until 2027. BT has been a long-standing UEFA club competition partner since 2015, where it has applied industry leading broadcast expertise to European club football. Throughout 2024-27 BT will broadcast more live matches than ever before, which will be supplemented by its exceptional array of original programming.”

The costs of the rights awarded to BT Sport is c. £305m per annum.  BT expects to pay a deposit of c.£61m in July 2022.  Following the move of BT Sport into the Joint Venture being created by BT Group plc and Warner Bros. Discovery, which is expected to be complete by the end of 2022, the JV would pay the rights costs of c. £305m per annum less the deposit.  The planned JV is subject to customary closing conditions, including CMA approval.