Eredivisie and IMG renew International rights deal for further three seasons

IMG announced it has renewed its international rights distribution agreement with EMM (Eredivisie Media & Marketing CV) for Eredivisie, the Netherlands’ top-flight football league, for the next three seasons until 2024/25. 

IMG has represented Eredivisie’s global rights for the last 20 years and will continue to distribute the best of Dutch football action, including more than 100 matches across 34 rounds, in all international regions excluding the Netherlands. Additionally, IMG ARENA will provide media rights to third parties, including online platforms.

The agreement also includes the Netherlands’ second division Keuken Kampioen Divisie and 12 play-off matches that will determine qualification to European championships and promotion and relegation of teams.

Frank Rutten, Managing Director EMM, said: “We are excited to continue our already long-lasting partnership with IMG, to bring Eredivisie to the homes of audiences all over the world. Together, we have been able to grow Eredivisie’s fan base over the years, with a solid promise of inspiring football and exciting young talent again and again. We very much look forward to continuing to do so over the next three seasons.”

Adam Kelly, President of IMG’s Media business, said: “We are delighted to renew our long-standing partnership with EMM to distribute elite Dutch football to a global audience. Over the last 20 years, our successful collaboration has helped Eredivisie grow from strength to strength, amassing a loyal fanbase across the world. We look forward to further amplifying the league and its key stakeholders to international audiences over the next three seasons.”

Considered one of the best leagues in Europe, Eredivisie consists of 18 clubs, including ‘The Big Three’ – A.F.C Ajax, PSV Eindhoven, and Feyenoord – which are home to some of the world’s most promising footballers. The league also has a strong legacy of nurturing the best of young football talent, with players like Virgil Van Dijk, Luis Suarez, Matthijs de Ligt and Frenkie de Jong all having earned their stripes in the Eredivisie.

ARterra Labs and LDN UTD announce partnership

ARterra Labs is proud to announce a partnership with LDN UTD, a purpose driven organisation that uses gaming and esports to address social issues, based in the heart of Camden Town in London, United Kingdom.

The partnership will see ARterra Labs collaborate with LDN UTD to provide digital collectibles that serve to enhance fan engagement, educate fans on the technology, and add value to LDN UTD’s community wherever they are – in stream, online, and at the Camden Centre of Excellence. 

Together, our goal is to boost fan engagement in an innovative way that rewards the most passionate fans of LDN UTD, as well as LDN UTD’s content creators who will also have the option to get intrinsically involved. Separately the community will have opportunities to create their own designs whereby the collectibles will relate to LDN UTD events, whether physical or online, and a future loyalty scheme.

Oliver Weingaten, CEO, LDN UTD: “Fan engagement is at the core of LDN UTD. We try to provide our community with innovative offerings and value, whilst aligning with organisations that align with our ethos and values. From my first meteing with ARterra it was evident they have the right mindset, understand the ecosystem and want to collaborate with us to provide the community with a unique Web3 offering. I’m excited to get started”.

Deutsche Kreditbank (DKB) has been announced as the official partner of the NFL in Germany

Deutsche Kreditbank AG (DKB) announced as Official Partner of the NFL in Germany and Presenting Partner of the regular NFL games in Munich and Frankfurt. The long-term partnership officially kicks off as tickets go on sale for the NFL game which sees Tampa Bay Buccaneers take on the Seattle Seahawks in Munich.

Currently, more than 17 million people in Germany are interested in American football, according to the NFL International Fan Tracker 2021, and the partnership activations will look to expand this fandom even further.

In addition to supporting the NFL games in Germany, DKB are growing participation in the non-contact version of American football by becoming Presenting Partner of the NFL Flag Football Programme. DKB’s goal is to help promote young American Football talent through focusing on the accessibility of the sport.

The mission: DKB brings the NFL even closer to German fans

DKB is bringing the NFL to fans in Germany through unique events. A live event to mark Super Bowl LVII is among the many activations DKB is planning for fans in Germany.

In addition, there will be social media led fan competitions to win tickets to watch the Tampa Bay Buccaneers game against the Seattle Seahawks live in Munich.

Promoting Young Talent: NFL Flag Football Programme

Flag Football is one of the cornerstones of the sport of football and is finding more enthusiastic supporters in Germany. The NFL Flag Football Programme introduces students to the non-contact version of American football and supports participating schools with the appropriate flag football equipment. 

The programme fosters creativity while instilling the values lived by the NFL, such as respect, responsibility, integrity and resilience, as well as the importance of a healthy, active lifestyle. In total, more than 150 schools in Düsseldorf, Frankfurt, Munich, Berlin and Hamburg will participate in the programme in 2022.

Stefan Unterlandstättner, CEO of DKB: “We are proud to be the presenting partner for the NFL’s inaugural game in Germany. More than 600,000 fans have registered for the game in Munich with a ticket request. The NFL has huge potential in the German market. The topic of sport is also strongly anchored in our DNA as a bank. Together with the NFL, we want to make football even better known in Germany and at the same time specifically promote youth development. Personally, I am very much looking forward to the start in Munich and the associated enthusiasm and anticipation of the fans.”

Alexander Steinforth, General Manager NFL Germany: “For NFL Germany, this partnership is an important milestone. In DKB, we have found a partner who shares a vision with us: together, we want to further expand the sport of football in Germany and give the large fan base unforgettable experiences. DKB is known and established as a long-term and committed partner of sports and we are therefore even more excited about the cooperation.”

Brett Gosper, Head of NFL UK & Europe: “Bringing international matches to Germany later this year is going to be key moment for the NFL as we continue our expansion. We’re thrilled to partner with DKB as they recognise the impact these games will have on fans and grassroots talents through our NFL Flag Football programme. As the sport continues to expand, it is important for fans to see a pathway from watching a game to picking up a ball.”

Chelsea and Newcastle make marquee appointments in the boardroom

Both Chelsea and Newcastle have appointed senior members of their board today.

Chelsea appoint Tom Glick as President of Business

Glick will assume responsibility for day-to-day operations at Chelsea FC, including managing its global commercial strategy, driving revenue growth, enhancing fan engagement, and creating exceptional experiences for the Club’s fans. 

Glick commented: ‘Chelsea FC is an iconic sports institution, known and admired all over the world. I have been very impressed with the vision and mission of Todd Boehly and Clearlake. They have the Chelsea community at the heart of everything they do. We have a huge opportunity here to enhance performance across the board, on behalf of everyone we serve.’ 

Todd Boehly, chairman and co-controlling owner, said: ‘Tom’s successful track record as a leader and innovator at several respected and winning sport organisations made him the obvious choice for this position. His skills and experience will be vital as we improve Chelsea FC’s key infrastructure, expand the Club’s products and reputation, and find exciting new ways for our loyal supporters to engage with their favourite players.’ 

Behdad Eghbali and José E. Feliciano, co-controlling owners, said: ‘Tom is a terrific addition to Chelsea FC and will advance our long-term plans for the Club. He has the experience and credentials to elevate our significant global standing and help lead our commitment to strengthen the Club through investments in squad additions, infrastructure, technology, the youth academy, and the Women’s Team.’ 

Glick, most recently, was President of the NFL’s Carolina Panthers franchise, where he managed extensive improvements to Bank of America Stadium. He also oversaw the creation of Major League Soccer’s Charlotte Football Club, which Chelsea FC will face on 21 July as part of the Club’s US tour of friendly fixtures. 

Glick has also held positions as Chief Commercial Officer of City Football Group, where he was responsible for global business operations across the world, CEO of Derby County, and senior marketing positions with the New Jersey Nets and the NBA. In English football, he served on the Football League Board, the FA Council, and the Professional Game Board.

Darren Eales joins Newcastle United as CEO

Eales joins from US Major League Soccer (MLS) club Atlanta United, where he has been President and Chief Executive since the team was founded in 2014. Over that time, he has built a franchise that has secured the highest average attendance in MLS, created the most valuable squad, generated the largest profits – and won multiple trophies, including the MLS Cup in 2018, the US Open Cup in 2019 and the Campeones Cup in 2019.

The 49-year-old will work alongside the Magpies’ sporting director, Dan Ashworth, for the second time in his career after the two worked closely at West Bromwich Albion between 2006 and 2010.

Born in Chelmsford, Eales attended Ivy League establishment Brown University in the United States, graduating with a first-class degree in economics and being named the Ivy League Football Player of the Year in 1994 while playing in the US college system.

He subsequently read law at Cambridge University back in the UK before becoming a member of the bar in 2000 and practised at 2 Temple Gardens Chambers, where he remains a door tenant.

In 2006, he joined West Bromwich Albion, serving as Legal Director and Club Secretary, before leaving to become Director of Football Administration at Tottenham Hotspur in 2010.

In 2014, Eales became president of the newly-awarded franchise Atlanta United FC, and led the club through its inaugural season in 2017 to then become MLS Cup winners in 2018 – with a side including Miguel Almirón.

Assembling the club’s front office, developing its brand identity and integral to the appointment of several of the franchise’s technical team, Eales was also central to Atlanta United’s move into the impressive Mercedes-Benz Stadium in 2017, where the club has consistently ranked in the top 15 globally for football attendance.

Eales has a stellar reputation and he has been named the MLS Executive of the Year on two occasions. He was also named World Football Summit Executive of the Year in 2019.

Eales said: “Newcastle United is both a giant of a club, and the heartbeat of its community. Every time I have visited St. James’ Park, I’ve been overwhelmed by the passion of the fans.

“This is a club with an amazingly rich heritage, and I am delighted to be joining for this new chapter in its long history.

“I am grateful for the opportunity, and look forward to working with the rest of the team to help this storied club fulfil its potential.”

The club’s investment group, comprising PIF, PCP Capital Partners and RB Sports & Media, said: “We are delighted to announce Darren Eales as the club’s new CEO. He is an exceptional leader and is a great fit for Newcastle United.

“We have conducted an exhaustive recruitment process to ensure we identified and secured the right individual for the CEO position, and we are confident we have found that person in Darren.

“He has a deep understanding of the football industry and what it takes to achieve growth and success, and he will be a key member of the club’s leadership team as we look to deliver on the club’s potential on and off the pitch.”

Mercedes Formula 1 team become first to invest in Sustainable Aviation Fuel

The Mercedes-AMG PETRONAS F1 Team is delighted to announce their commitment to invest in Sustainable Aviation Fuel, becoming the first global sports team to do so, as part of our drive to further reduce our CO2 emissions and our ambition to become SBTi-verified Net Zero by 2030.

Sustainability is at the heart of our operations. As a Formula One team racing on multiple continents, we have worked tirelessly to understand the environmental impact that we have and the role that we can play in driving change. As Formula One operates at the forefront of automotive technology, we have a responsibility to ensure we are at the cutting-edge of innovation in sustainable technologies.

Sustainable Aviation Fuel (SAF) is renewable or waste-derived aviation fuel, an emerging technology recognised by the International Civil Aviation Organisation to play a major role in reducing future international aviation emissions1. With aviation accounting for over a quarter of our entire projected carbon footprint, our multi-million-dollar investment in SAF will significantly improve our overall environmental impact, with the industry-leading technology further assisting our journey towards Net Zero.

SAF will become a significant component of our team’s sustainability strategy, reflecting our desire to drive the change within Formula One for more sustainable racing. Our purchase of Sustainable Aviation Fuel will be used for our indirect Scope 3 aviation emissions, which are excluded from the Formula One cost cap, such as flights to Grand Prix locations and other business air travel.

By purchasing SAF claims, we will be able to achieve close to 50% reduction in our race team personnel air travel footprint and will continue to offset our remaining aviation carbon emissions with Gold Standard offsets whilst we work with the industry to scale SAF availability.

While current SAF production and availability are limited, the opportunity is immense. We hope that using our powerful global platform to support the development and growth of the SAF market will showcase SAF’s potential and prove to other industries how great an impact it can have. Through our commitment, we hope to encourage others to do the same, driving further investment in SAF production.

Toto Wolff, Team Principal and CEO of the Mercedes-AMG PETRONAS F1 Team said: “Sustainable Aviation Fuel has the potential to transform the way we travel and the impact that we have on the environment. This is a topic that I think about a great deal personally as well as professionally. I fly a lot; the team flies a lot. If we must fly, then we need to find a better way to do so and SAF is the best solution available to the aviation industry right now. We aim to be on the cutting edge of change, using our global motorsport platform as a model for a more sustainable and diversified future.”

Alice Ashpitel, Sustainability & Environmental Manager at the Mercedes-AMG PETRONAS F1 Team commented: “Our aim is to embed sustainability in every decision we make and action we take. We believe that Sustainable Aviation Fuel can change the way that sports and businesses more generally, as some of the biggest users of aviation, can exert a positive influence on the outside world. We hope to play a leading role in showcasing what’s possible with SAF and prove to other industries what can be achieved.”

Coral announced as official betting partner of Qatar Goodwood Festival in a three-year deal

Goodwood Racecourse and Coral today announced an exciting new commercial relationship between the two parties that sees Coral become the official fixed-odds betting partner of the Qatar Goodwood Festival for the next three years.

The partnership will see Coral sponsoring ten races across the five days of the Qatar Goodwood Festival including the Coral Golden Mile on Friday 29th July and the Coral Stewards Cup on Saturday 30th July.

Innovation and engagement will be at the heart of Coral’s activation of the partnership, in keeping with its ambition of getting customers closer to the action. To that end Coral with its partner Jockey Cam Ltd will be bringing the Coral Virtual Race Experience Stage to Goodwood, giving racegoers the chance to experience what it’s like to ride in The Qatar Sussex Stakes or the Coral Golden Mile. The experience which will be watched by racegoers through virtual reality headsets was filmed using JockeyCam’s incredible 360 degree camera in a specially staged seven runner race over the Goodwood mile course.

Coral will be producing a range of video content to promote its betting partnership of the Qatar Goodwood Festival, as well as to excite and build anticipation amongst its customers ahead of five of the biggest days in the British Flat Racing calendar. 

Simon Clare, Coral PR Director said: “We are delighted that Coral is to become the official betting partner of the Qatar Goodwood Festival, which is one of the most prestigious and anticipated events in the Flat racing calendar.

“Coral is the most committed, long-standing sponsor in British Racing and in launching this exciting new partnership with Goodwood Racecourse we are strengthening our association with the sport.

“Our ambition is for Coral to set a new high bar for the way we activate and bring to life our racing sponsorships to racegoers at the event and our customers at home and bringing our new Coral Virtual Race Experience to Goodwood is a clear demonstration of that in practice.”

Jonathan Gregory, Commercial Director at Goodwood, said: “This is an exciting multi-year partnership for Goodwood with Coral, a long-established and respected name in the horse racing world. Their innovative activation with the Coral Virtual Race Experience Stage during the Festival will add a new dimension to racegoers’ experience and bring a unique insight into racing from the jockey’s
perspective.”

Harlequins, Saracens and Leicester Tigers to launch fan tokens with Socios.com

Socios.com, a blockchain provider for the sports industry, is today announcing a new partnership with Harlequins, Saracens and Leicester Tigers.

This marks its latest expansion into a new sport as it continues building its global ecosystem of fans from teams and organisations from some of the biggest sports in the world.

The new Harlequins Fan Token will be accessible via Socios.com’s fan engagement and rewards platform, providing Fan Token holders around the world with an array of rewards, new opportunities for engagement through polls, greater access to their club and its players, and a community where they can build networks with other fans.

The Socios.com platform is designed to allow clubs to reward fans for engaging and supporting their team. 

The rewards and experiences set to be provided by the new rugby union Fan Tokens include being able to enjoy dressing rooms tours and enjoy a match on the team bench. They can also attend a training session with the squad, conducted by First Team Coaches.

Other rewards range from meet-and-greets with players to training ground tours across the season, all aimed at bringing Fan Token holders closer to their club. Socios.com and Harlequins have already started engaging with key fan groups around the new Fan Tokens and will continue liaising with fans and Fan Token holders in order to provide clubs with a new way to reward and engage their fans.

There are currently 1.5 million fans from over 160 countries using Socios.com to connect with and be rewarded by their favourite clubs. Other sports teams and organisations with Fan Tokens include Manchester City, AC Milan, Juventus, FC Barcelona, Aston Martin and the Davis Cup.

Socios.com has over 150 partners in 25 countries across 10 sports: American Football; Basketball; Cricket; Football; Gaming; Ice Hockey; MMA; Motor Sports; Rugby; and Tennis.

As part of the announcement, Season Ticket Members from each rugby club will be given a free Fan Token to start to enjoy the benefits of the token-gated community. Fan Tokens will be made available through a fixed initial Fan Token Offering (FTO) price of £2 at the end of August, at which point clubs will launch a tiered community of benefits and rewards. 

Steve Morton, Chief Commercial Officer of Harlequins, said: “We’re always looking for ways to offer more to our supporters and these new Fan Tokens will play an important role in engaging a growing global supporter base. We’re committed to working closely with Socios.com to bring supporters, no matter where in the world they live, closer to the game via rewards and experiences, in conjunction with our existing Member loyalty programme, as well as speaking to our supporters directly to continue building an offer that brings them closer to the Club.” 

Alexandre Dreyfus, CEO of Chiliz and Socios.com, added: “Launching in a new sport is always a big moment for Socios.com and the growth of the platform. The wider rugby community comprises some of the most passionate sports fans around. It has long been an ambition to launch in this area and between Leicester, Harlequins and Saracens, we are partnering with three of the best-known and best-supported rugby union sides. We are looking forward to working with these teams to offer a differentiating way of engaging with their fans.  

“More broadly, we’re excited to add three more leading clubs to our platform’s multi-sports ecosystem, as we continue building an offer for fans of clubs and organisations in the world’s biggest sports. We have further updates and developments ahead for Socios.com as we look to expand and enhance our tokenised system of fan engagement, access, community and rewards.”

Member Insights: What happens when sport goes to war

Michael Pirrie, an Olympic and international tournament advisor looks into Russia, devastation, doping and the Olympic Games

The World Athletics Championships is the biggest sporting event in the world outside of the Olympic Games. 

The championships involve nations and athletes from across the globe. It’s a very big event and a very big deal.

It’s also a barometer for sporting blockbusters – usually held in major capitals such as London, which hosted in 2017. Tokyo has just been announced for 2025. 

The contrast could not be greater with the destination for this year’s mega sporting event.

The small, remote town of Eugene, Oregon, seems an improbable location.

But not to those who know Eugene.

This is a dynamo sports college city, billed as “TrackTown USA,” and has produced several former Olympic medallists and running greats. 

Eugene is currently hosting the championships in the United States for the first time in a bid to revive its glory-days and image as a track and field heartland.

This is a very big moment for track and field, its governing body and president Seb Coe, in their efforts to rebuild, grow and promote the sport in the world’s biggest sporting market.

Eugene also provides a potential new model for hosting championship events in smaller areas, with traditional capitals reluctant to host amid growing geopolitical uncertainty in sport and society.

SPORT IN THE SHADOWS OF WAR 

Increasingly, the direction of international sport is determined more by the political agendas of Russia, China and the United States – the G3 of sport – and less by international sports governing bodies and leaders.

Sporting events and locations are being reshaped by the unrelenting Covid pandemic, soaring inflation, growing energy and food crisis and especially by Russia’s war on Ukraine.

While the IOC led calls for international sports federations and governing committees to sanction Russia earlier this year, the bans are now starting to have impact as Russia is excluded from more prestigious events.

The sanctions are also widening as the death toll and suffering caused by Russia continue to mount. 

The latest Russia and Belarus bans include the International Ice Hockey Federation Women’s World Cup in Denmark next month.

Russia will continue to be isolated from world sport’s biggest events in the months ahead, culminating with the FIFA World Cup in Doha beginning in November.

The World Athletics Championships in Eugene loom as a bellwether. 

While the planet’s best and most decorated athletes from 200 nations are competing in Eugene, no Russian athlete can be seen on track or field.  

The athletics prohibition follows Wimbledon’s recent unprecedented ban on Russian and Belarusian players.

While Djokovic’s 21st Grand Slam win narrows the gap with world record holder Rafael Nadal, on 22  slams, the player ban is the enduring legacy of the topsy turvy Wimbledon tournament on world sport.

CROSSING SPORT’S RUBICON

The prohibitions on Russia and Belarus at Wimbledon and now Eugene have crossed a new sporting threshold. 

While Russian national teams have been excluded previously from smaller events, the ban on individual players at Wimbledon was historically significant – the first of its kind since players from Germany and Japan were not allowed to compete following the Second World War.  

Wimbledon and Eugene are turning points in sport’s response to Russia’s war on Ukraine.

SPORT’S NEW NORMAL 

The absence of Russian and Belarusian athletes is set to become a ‘new normal’ for international sport.

While reports claim that Russia may be illegally holding up to 400 foreign owned passenger jets hostage in the global sanctions fight, more Russian athletes will be grounded in the coming months as the war begins to extend into a long term conflict.

The ban on Russian athletes and teams in Eugene is highly significant.

Track and field is the most important Olympic Games sport, with medals highly prized by the Russian government leaders and athletes.

Although governing bodies and federations had hoped sanctions could be implemented with minimal disruption to athletes, sponsors and host cities, there is growing recognition that sports must be seen to be playing a real role in global efforts to contain Russia.

While a cavalcade of tennis players opposed the Wimbledon bans at the outset, it soon became apparent that a ‘business as usual’ approach was neither sustainable nor credible in the wider international community, on which sport depends.

The use of neutral national team colours and flag bans favoured by many sports leaders were not enough. 

Wimbledon and Eugene have changed the rules of engagement – on and off the fields of play.

OLYMPIC BAN – RUSSIA’S ULTIMATE SPORTING SANCTION

The initial debate over player bans has helped to highlight the depravity of Russia’s invasion within the wider sporting community and world beyond. 

Claims the bans were unjust and unfair to players have been rendered irrelevant by the scale of suffering and atrocities inflicted by Russia.

The Wimbledon and Eugene bans also signal an escalation in sanctions against Russia, leading to possible suspension from the Olympic Games, the ultimate penalty in world sport.

Russia’s war has inextricably linked sport to politics, rendering it highly difficult for governing bodies to defend sport’s mythical independence from politics.

There is also a growing recognition that Russia is not a nation on which to fight for sport’s neutrality.

As well as crimes against humanity, Russia has also committed crimes against sport.

This includes a long and tragic history of doping, cover up attempts, manipulation and failed efforts by independent international bodies to reform the Russian government controlled sports system.

A growing number of leaders in world sport see Russia as a lost cause, almost beyond rehabilitation.

TURNING POINT

The banning of Russian players from Wimbledon initially was the most consequential so far in sport’s response to Russia’s invasion.

The bans initially prompted anger within some professional sporting ranks, with Novak Djokovic describing the intervention as “crazy.”

The same word has been used to describe Djokovic’s opposition to life saving covid vaccines, which have saved millions of lives.

While sanctions on Russian oligarchs, industry and finance leaders and institutions have been applied across almost all sectors, the Wimbledon bans raised difficult questions for sport that shadowed the tournament.

These persisted from start to finish, with victory in the women’s final going to Russian born Elena Rybakina, now representing Kazakhstan.

“Everybody wants to compete. They were not choosing where they (were) born,” Rybakina said of the bans. Of course, I feel it for them because everybody wants to compete at the biggest tournament, at Wimbledon.”

Early anger over the bans subsided in the countdown to Wimbledon with greater recognition and awareness of Russia’s war crimes.

Daily revelations of Russia’s brutal war during preparations for Wimbledon and throughout the tournament brought greater understanding, clarity and support of the bans. It has not been a feature in Eugene. 

WAR’S GROWING IMPACT ON SPORT

The impact of war on international sport will increase the longer the war continues, and could lead all the way to Paris 2024 Olympic Games.

The IOC President Thomas Bach meet recently with Ukraine leader Volodymyr Zelenskyy, who told the Olympic leader that Russian Olympic representatives “ have no place in the world’s sports community.”

Zelenskyy estimated about 89 athletes and coaches have already died in the battlefield while 13 are in Russian captivity.

“We are with you with our hearts, with our thoughts every day, and we want to support you to make your Olympic dreams come true,” Bach said in an emotional exchange between the two.

Whispers are now growing louder within the international community that a ban on Russia at the Paris Olympics seems inevitable, especially as the Games is dedicated to peace.  

Senior Olympic figure Sir Craig Reedie said recently that “my guess is that the general feeling would be they should not qualify.”

Michael Pirrie is an Olympic and international major events advisor and commentator who led London’s global media campaign for the 2012 Olympic Games and served as Executive Adviser to Seb Coe and the London Olympic Games organising committee, amongst other senior positions in international sport.

World Rugby appoints The Space Between to drive ticket sales

The Space Between, the sports marketing agency has been appointed by World Rugby and Rugby New Zealand to create and deliver an earned media campaign to reach new audiences and drive ticket sales ahead of the forthcoming Rugby World Cup, being hosted by New Zealand in October this year.

This month the Rugby World Cup 2021 “Family Reunion” digital marketing campaign launched as tickets for the tournament went on general sale on 30th June, 100 days to go to the start of the tournament. The PR campaign is designed to complement the marketing campaign with attention grabbing PR and digital activity to get new fans to attend the Women’s Rugby World Cup.

The Space Between has expanded its growing team with a presence in New Zealand to provide local market support and implementation. This team will work closely with Rugby New Zealand and is primarily focused on lifestyle media to expand the reach and engagement of the event with new domestic audiences.

Commenting on the appointment, Joe Pecchia, Head of Marketing at World Rugby says: “The Space Between’s unrivalled knowledge and expertise in women’s sport coupled with their creative spark made them the obvious choice. We have an ambition to make this the biggest and best Women’s World Cup in history and their campaign will help us deliver on this.”

The account will be overseen by The Space Between Co-Founder Lisa Parfitt and communications lead Nicola McKelvey. Commenting on the agency’s appointment Lisa says: “World Rugby’s ambition to break new boundaries in women’s rugby really matches the challenger mindset of our agency. With women’s sport in our DNA we’re excited to help deliver rugby’s biggest family gathering this year.”

The Space Between team lead in New Zealand, Olivia Boswell, says “It’s an honour to represent such a respected international sports marketing agency and lead the team here for the women’s Rugby World Cup PR campaign. This is another major moment for women’s sport in Aotearoa and our engaging and fun, family-focussed campaign will ensure even more New Zealanders know about the event and get involved.”

Tokyo to host World Athletics Championship 2025

The World Athletics Council has selected Tokyo, Japan, to host the 2025 World Athletics Championships.

On the second day of the 228th World Athletics Council Meeting in Oregon, USA, the Council also announced that the 2024 World Athletics Cross Country Championships will be held in Medulin and Pula in Croatia and the 2026 World Athletics Cross Country Championships will be held in Tallahassee, Florida.

The 2025 World Athletics Championships will see the sport’s biggest stars return to Tokyo’s Olympic Stadium, venue for last year’s Olympic Games, in the year that the Japanese Association of Athletics Federations (JAAF) celebrates its centenary year.

In 2025, Tokyo will have the opportunity to fill its Olympic stadium with athletics fans who were denied the opportunity to attend the Tokyo 2020 Olympic Games due to pandemic restrictions.

The other candidates for the event were Nairobi, Silesia and Singapore, all of which were deemed strong enough and experienced enough to host the event. Tokyo scored the highest of the four candidates in the bid evaluation across the four focused areas: the potential for a powerful narrative; revenue generating opportunities for World Athletics; a destination that will enhance the international profile of the sport; and appropriate climate.

As one of the largest athletics stadiums in the world, the main stadium facilities in Tokyo are best in class and likely to present the best opportunity for athlete success at the 2025 World Athletics Championships. One of the most populated cities in the world with 43.8 million people in the Greater Tokyo area, Tokyo is an advanced market for athletics and associated growth opportunities.

World Athletics President Sebastian Coe thanked all the cities who took the time and effort to prepare bids, showing their commitment to athletics. He reinforced the Council’s wish that all of them continue to discuss future opportunities to host World Athletics events.

“Within an extremely strong field of candidates to host the World Athletics Championships 2025, Tokyo offered a compelling bid,” Coe said. “I hope this will be a shining light for Japan as they celebrate 100 years of the Japanese Association of Athletics Federations (JAAF) in 2025, by bringing world-class athletics back to the people in Tokyo.”

JAAF President Mitsugi Ogata responded: “We are immensely proud that World Athletics has demonstrated its confidence and trust in Japan to host the 2025 World Athletics Championships. Together with World Athletics as one team, we will capitalise on this opportunity to showcase the best possible global event for growing our sport to a higher level.

“History has shown that we have the ability and energy to host the world’s top athletes and to inspire international audiences. We promise that the Olympic Stadium in Tokyo will be full of fans to become an unforgettable experience for the athletes and everyone involved.”

The 18th edition of the World Athletics Championships begins in Oregon on Friday (15), while Budapest in Hungary will host the 2023 event.