Winning the internal game: how sports organisations can elevate employee engagement with smarter communication

In elite sports, success is built on precision, strategy and cohesion—both on and off the field. While athletes and coaches perfect their game plans, the operational strength of any sports organisation relies on its internal teams: HR, communications and operations. Despite the need for quick decisions and smooth collaboration, many organisations still use outdated communication systems that hinder efficiency and engagement.

Digital tools have reshaped many aspects of sports management, from performance analytics to fan engagement. Internal communication is evolving too, with  AI-powered platforms offering new ways to improve collaboration, productivity and  employee experience.

The power of unified communication

Sports organisations across EMEA are seeing results from modern internal communication strategies. The pandemic accelerated the transition to hybrid work models, increasing the demand for intuitive digital solutions to keep employees connected and informed. Just as their teams rely on seamless coordination, organisations need robust employee technology to perform at the top of their game.

US sports groups have been at the forefront of this shift, using AI-driven solutions to enhance employee engagement. Now, this trend is gaining momentum in EMEA, where organisations are updating their internal operations to create more dynamic, connected workplaces.

Sports organisations in EMEA have a huge opportunity to use AI-driven communication platforms to  align their teams more effectively with their business goals. A well-connected workforce is vital in an industry where quick decisions and teamwork are critical to success.

The competitive edge of smart internal communication

Leading organisations create workplace cultures that reflect the excellence seen on the field. Modern internal communication platforms help sports businesses improve employee productivity and experience in powerful ways. These include: 

AI-powered efficiency: In sport, marginal gains make all the difference. AI-driven communication tools ensure employees can find critical information quickly, saving time and simplifying work.

Example: Uber Freight uses AI tools within Simpplr to quickly streamline content creation and deliver contextual answers to its 5,000+ employees. By shaving time from tedious tasks, the company has created an easy-to-use central source of truth that drives 95% monthly engagement.

Real-time engagement insights: Just as teams analyse performance data, HR and communications professionals need actionable insights into employee sentiment and engagement. Predictive analytics help leaders understand workforce dynamics and make better decisions.

Security and compliance: With sensitive data from athlete contracts to proprietary strategies, sports organisations need enterprise-grade security and regulatory compliance to safeguard their operations.

Example: Peraton, a large government contractor in the US, relies on advanced governance and security features in Simpplr to keep highly sensitive data safe across more than 50 physical locations.

Localised support for a global industry: With employees spread across stadiums, training facilities, and headquarters worldwide, organisations need adaptable solutions for their specific needs.

Elevating employee experience for long-term success

Sports organisations know firsthand that culture affects performance. Engaged, informed staff create stronger operations, a cohesive brand identity, and better business results. The growing use  AI-powered internal communication solutions shows  that employee experience is not just an HR concern—it’s a strategic priority across industries.

Example: New hires at Nutanix are able to find accurate onboarding information 50% faster with Simpplr, leading to more efficient hiring and onboarding.

As more sports organisations in EMEA look develop their internal engagement strategies, they should focus on solutions that both improve efficiency and strengthen connections to their entire  workforce. Those that invest in smarter communication today will succeed tomorrow—both in competition and in business.

Contact Ben Elder on ben.elder@simpplr.com to learn how Simpplr uses AI-powered employee communication technology to drive engagement, collaboration and productivity in the sports world and beyond. 

NHL inks crypto deal with Ndax

Ndax, one of Canada’s largest crypto trading platforms, and the National Hockey League (NHL) have announced a new Canadian partnership, naming Ndax the Official Crypto Trading Platform Partner of the NHL during the 2025 Stanley Cup Playoffs. This is Ndax’s first-ever professional sports league partnership and the NHL’s first-ever crypto trading platform partner.

The partnership reflects the evolving relationship between global sports and the crypto ecosystem, signaling a new era of fan engagement and community awareness for crypto in Canada.

Under the partnership, Ndax will receive prominent brand exposure during the 2025 Stanley Cup Playoffs, with the Ndax logo appearing in one of the League’s camera-visible corner in-ice brand positions for all Canadian playoff games and on the NHL’s award-winning Digital Enhanced Dasherboards (DED) during all national Stanley Cup Playoffs broadcasts in Canada. The DED system allows for the digital replacement of camera-visible dasherboards in local, national, and international game feeds, enabling dynamic, market-specific branding and promotional messaging. These activations offer Ndax a unique and innovative platform to connect with fans.

In addition to exclusive marketing rights and designations in Canada, Ndax will launch a dedicated 2025 Stanley Cup Playoffs campaign, Ndax ICE, giving fans the chance to win an unforgettable Stanley Cup Playoffs experience. Running throughout the 2025 Stanley Cup Playoffs, Ndax ICE will feature daily, weekly, and round-based giveaways, with prizes including credits to be used to secure cryptocurrency of the winner’s choice directly through Ndax and the ultimate grand prize: tickets to the 2025 Stanley Cup Final. Rules apply.

“We’re thrilled to welcome Ndax to the NHL family and announce our partnership during the 2025 Stanley Cup Playoffs,” said Kyle McMann, NHL Senior Vice President, Global Business Development. “We look forward to providing Ndax major brand visibility in Canada and showcasing the Ndax brand to passionate NHL fans in Canada in an impactful way through Digitally Enhanced Dasherboards and more.”

“This partnership with the NHL represents a powerful alignment of values—heritage, innovation, and national pride,” said Bilal Hammoud, CEO of Ndax. “Hockey is deeply woven into the fabric of Canadian identity, and at Ndax, we see ourselves as building the financial infrastructure for Canada’s future. Partnering with an institution as iconic and trusted as the NHL allows us to engage with Canadians where their passion lives—on the ice—and introduce them to a secure, forward-thinking platform they can trust as they explore the world of digital assets. This is more than a sponsorship—it’s a statement of where we’re headed.”

This partnership comes amid a period of rapid growth and expansion for Ndax. Recently approved as an Investment Dealer and Marketplace across all Canadian provinces and territories, and a member of the Canadian Investment Regulatory Organization (CIRO), Ndax recorded over $17.5 billion in lifetime trading volume as of March 2025, with $1 billion in assets under custody as of January 2025. The platform also holds one of the largest strategic Bitcoin reserves of any publicly disclosed Canadian institution, reinforcing its position as a trusted leader at the intersection of finance, technology, and innovation.

Paris Saint-Germain and Visit Rwanda renew groundbreaking partnership through 2028

Paris Saint-Germain and Visit Rwanda have renewed their transformative partnership through 2028, building on a successful collaboration launched in 2019. The extended agreement amplifies Rwanda’s global presence and reinforces its role as a hub for youth development, creativity, and economic opportunity.

Jean-Guy Afrika, CEO of the Rwanda Development Board, said: “This partnership has contributed significantly to positioning Rwanda as a leading destination for tourism and investment—and a beacon for talent, sports, and cultural innovation. Renewing through 2028 allows us to build on that success and create even more impact for Rwandans and the global Paris Saint-Germain community.”

Since the start of the partnership, millions of fans around the world have discovered Rwanda through immersive storytelling, broadcast visibility, and unique fan experiences.

From matchday features and branding at Parc des Princes to thousands of cups of Rwandan coffee served to supporters in Paris, the collaboration has connected global audiences to Rwanda’s rich culture, nature, and warmth.

At the heart of the partnership is a shared commitment to youth. PSG Academy Rwanda has provided over 400 young Rwandans with elite football training, education, and mentorship. In 2022, Rwanda’s U13 academy team brought home international recognition by winning the Paris Saint-Germain Academy World Cup—showcasing the nation’s rising talent and the power of long-term investment in young people.

As part of this continued focus, the renewed partnership will expand Rwanda’s global presence as a premier travel and cultural destination through greater visibility, including placement of the Visit Rwanda logo on Paris Saint-Germain’s U.S. and Canada -based academies training kits and on the sleeve of the Paris Saint-Germain men’s first team jersey at the FIFA Club World Cup in 2025.

Victoriano Melero, CEO of Paris Saint-Germain, said: “We are looking forward to continuing this journey with Visit Rwanda. Together, we help showcase the cultural richness and natural beauty of Rwanda, while demonstrating that football can inspire and bring communities around the world closer together.”

Since 2019, PSG and Visit Rwanda have worked together to showcase Rwanda’s natural beauty, cultural richness, and dynamic vision for the future — while building community through sport. This next chapter will continue to celebrate Rwanda as a unique and welcoming destination, where tourism and local engagement go hand in hand.

Unveiling the Data Behind the IPL’s Soaring Valuation

The Indian Premier League (IPL) continues its unprecedented financial ascent, establishing itself as a dominant force in the global sports landscape. The league’s valuation has witnessed a meteoric rise, evidenced by the staggering $6.2 billion media rights deal secured for the 2023-2027 cycle. With a brand value estimated at around $12 billion in 2024, the IPL stands as one of the most lucrative sports leagues worldwide on a per-match basis, surpassing even some established global counterparts. Since its inception in 2008, the IPL’s brand value has seen a dramatic 433% surge; the IPL’s consistent growth led to it achieving the decacorn status in December 2022, signifying a valuation exceeding $10 billion.

This article delves into the key drivers behind the IPL’s meteoric growth and discusses the strategic use of data analytics across various facets of the league. 

Growth Drivers and the Evolving Landscape of the IPL

The rising valuations of the IPL can be attributed to a confluence of factors, each playing a crucial role in shaping its financial success.

  1. Media Rights: The cornerstone of the IPL’s valuation lies in its astronomical media rights (see Table 1). In a landmark deal, these rights were divided and sold to Star Sports/ Viacom18/ Times Internet for a combined sum of $6.2 billion.1 A strategic decision in this deal was to separate digital and TV rights, recognizing the growing importance of the digital audience. This decision not only fostered greater competition but also facilitated potentially higher bids from different entities. By acknowledging the distinct value of digital viewership, the IPL unlocked additional revenue streams, further boosting its overall valuation. 

Table 1: IPL’s Media Rights Valuation 2008-2027

  1. Sponsorships: Sponsorship deals have also played a vital role in the IPL’s financial growth. The Tata Group’s ongoing title sponsorship for the 2024-2028 period for approximately $300 million and earlier title sponsorships – such as Dream11’s in 2020 worth approximately $30 million and multi-million dollar deals with Vivo – have contributed significantly to the IPL’s sponsorship revenue. These high-value deals – that are driven by the IPL’s massive viewership, the association with top-tier cricketing talent, and the strategic alignment of brands with the league’s image – have significantly boosted the league’s overall valuation. 

  1. Advertising Deals: The IPL remains a prime advertising platform, commanding some of the highest advertising rates in the Indian television market; IPL 2025 is anticipated to generate a record-breaking $540+ million (₹4,500 crore) in advertising revenue. Factors such as the league’s sustained popularity, the emotional connection fans have with their teams, and the data-driven advertising solutions offered by broadcasters have contributed to the high demand for advertising slots. The sheer volume of advertising revenue generated during each IPL season plays a crucial role in its escalating valuations. 

  1. Increased Fanbase and Global Reach: The IPL’s fanbase has continued its upward trajectory, both within India and across the globe. In fact, the opening weekend of IPL 2025 has already broken the viewership record as Jiostar registered 25.3 crore viewers in the first three matches. By broadcasting across multiple platforms worldwide, the league enhances accessibility, drawing in a larger international audience. This reach is further amplified by significant digital viewership, engaging a broader and often younger demographic globally. With a strong existing presence in cricket-loving nations and a growing footprint in new markets, the IPL becomes an increasingly compelling proposition for sponsors and broadcasters seeking widespread visibility, directly impacting its valuation. 

  1. Brand Value: The IPL has developed an impactful brand identity over the years. Its brand value encompasses not just the league itself but also the individual franchises, each with its own loyal following and distinct brand equity. Factors contributing to this strong brand value include consistent high-quality cricket, successful marketing campaigns, celebrity ownership and endorsements, and a consistent track record of delivering entertainment and excitement. The strong brand value acts as a multiplier effect, enhancing the appeal of media rights, sponsorships and advertising deals, ultimately contributing significantly to the IPL’s soaring valuation. 

The Strategic Use of Data Analytics in the IPL

The IPL has embraced data analytics as a strategic tool across various facets of the league, contributing significantly to its success and valuation.

  • Player Performance and Team Strategy Decisions: IPL teams use data analytics extensively to gain a competitive edge. They analyze player performance data – including batting/ bowling averages, strike rates, run rates, economy rates and fielding efficiency – that helps them optimize personalized training and skill development plans. Moreover, they also leverage data analytics in developing match strategies, analyzing the weaknesses of opposition players, optimizing the batting order etc. This data-driven approach plays a key role in enhancing individual player performance as well as the overall competitiveness of the game. 

For example, Royal Challengers Bengaluru actively used AI and data analytics from IIT Madras during an IPL season. This involved evaluating net bowlers using analytics and enhancing players’ performance through insights derived from unique AI engines. 

  • Enhanced Fan Engagement: Data analytics is also strategically leveraged within the IPL ecosystem to enhance fan engagement. Sports apps track and analyze fan behavior, browsing history, and preferences to deliver personalized content – including tailored news, match highlights, statistics relevant to fans’ favorite teams/players etc. – for boosting fan engagement. Moreover, real-time polls and quizzes during matches– often informed by predictive analytics on fan responses – are also used to further enhance fan interactivity and engagement. This comprehensive data-driven approach fosters a stronger sense of connection and in turn helps build fan loyalty. 

For example, Kolkata Knight Riders integrated CometChat into their Knight Club Plus App, for moving beyond a limited WhatsApp bot. This created a centralized hub for real-time fan discussion, fostering community-building and boosting engagement through interactive chat features.

  • Sponsorship & Commercial Growth: IPL teams leverage data analytics to attract lucrative sponsorships and fuel commercial growth. By analyzing fan demographics, engagement patterns across social media platforms, viewership data and brand affinities, IPL teams can offer highly targeted sponsorship packages attracting brands seeking specific audience segments. Fan data also helps them inform merchandise strategies and ticket pricing that further drives commercial revenues. 

For example, the Mumbai Indians team leverages data analytics and their strong fanbase to consistently lead in sponsorship revenue. Their ability to demonstrate value attracts numerous high-value partners, which is reflected in their year-on-year revenue growth and increased shirt sponsorship deals. Mumbai Indians recently secured a record front-of-jersey deal worth $14 million over three years, a 33% increase from their previous sponsor. 

Conclusion: Data Shaping the IPL’s Valuation Landscape

The confluence of the IPL’s growth drivers – including lucrative media rights, sponsorship and advertising deals as well as an expanding global fanbase – is significantly amplified by the strategic application of data analytics. From optimizing player performance and team strategy to enhancing fan engagement and driving commercial partnerships, data provides invaluable insights. The IPL’s success story serves as a compelling testament to the transformative power of data in the sports industry and solidifies its global prominence. 

About EXL: EXL has been partnering with major sports organizations across the globe to navigate issues surrounding data management, viewership, subscriptions and fan engagement to achieve business goals and to strategize for the future. EXL works extensively with these organizations to derive data-driven insights, identify opportunities for growth and deliver end-to-end improvements. To learn more about how EXL can support your organization, please get in touch with us at Sports.Analytics@exlservice.com.

Contributors:

Anuroop Talwar                                                                                     

Vice President II – Sports Analytics                                                     

Anuroop.Talwar@exlservice.com                                                      

Abhishek Kumar

Engagement Manager – Sports Analytics

Abhishek.Kumar19@exlservice.com

Pulkita Vaish                                                                                           

Senior Consultant – Sports Analytics                                   

Pulkita.Vaish@exlservice.com                              

From Goalkeeper to Global Advocate: Mary Harvey’s Mission to Protect Women in Sport

Mary Harvey, a former U.S. Women’s National Team goalkeeper and FIFA Women’s World Cup champion, is now a global advocate for human rights in sport. With an MBA from UCLA and a decorated playing career that includes Olympic gold and professional stints in Germany and Sweden, Harvey transitioned into leadership roles off the pitch – including as FIFA’s first female Director of Development, where she managed a $160 million annual budget and spearheaded global women’s football development. She was also instrumental in driving governance reforms at FIFA through the #WomeninFIFA campaign and wrote the first-ever Human Rights Strategy for a mega-sporting event as part of the United 2026 World Cup bid.

Currently the CEO of the Centre for Sport and Human Rights, Mary joins Taruka Srivastav for a deeply insightful discussion on safeguarding, gender-based violence, and the urgent need for structural change across sports ecosystems. Drawing from her work with Afghan women footballers, her role in policy change, and her lived experience as an elite athlete turned sport diplomat, Mary reflects on the power dynamics, vulnerabilities, and solutions shaping the future of women in sport.

Most people know you as a World Cup champion and Olympic gold medalist, but I want to start with your journey beyond the field. You’ve worked with FIFA and contributed significantly to women’s soccer in the US and globally. How did this transition from athlete to executive unfold for you?

First off, none of this was deliberate. When I hear young people talk about planning their careers, I always say mine was more about doing the next right thing that made sense rather than following a master plan. That said, there were some deliberate decisions along the way.

I played soccer in the late 1980s—I’m turning 60 this year, it’s no secret. Women’s football then was very different; we were largely anonymous. I graduated from UC Berkeley with a degree in finance and went straight into the workforce because I had to support myself, unlike some teammates who could rely on family.

I joined Accenture and was posted to Germany, where I started playing football again just for the love of it. That led to me being scouted for the US Women’s National Team. So my attempt to move away from sport actually brought me back in!

I’ve always had a foot in both worlds—elite sport and professional life. After the 1996 Olympics, I played full-time for two years but then deliberately pivoted to business school to re-establish my corporate identity. I didn’t want to be pigeonholed as “just an athlete.” That MBA and later consulting work with Deloitte gave me the polish and experience that helped me transition into senior leadership roles, including with FIFA.

As you mentioned, many athletes—especially female athletes—struggle with transitioning from sport to life beyond. What advice would you give them?

As to “What’s Next?” Because in sports, the end is inevitable—whether due to age, injury, or life circumstances. So it’s not an if, but a when.

This came up recently during an event Deloitte hosted with US Soccer. Female athletes often have great potential for leadership post-career, but the transition can be unclear—especially for 22- or 23-year-olds.

From my own experience, when I went to business school right after the Olympics, I felt very intimidated. Everyone else had resumes filled with internships and work experience. I hadn’t done any of that—I’d been playing elite sport! But I soon realized something important: the skills I did have from sport—teamwork, leadership, resilience, how to give and receive feedback—were incredibly valuable and rare.

The things I didn’t have, like financial modeling or accounting, I could learn. So I worked hard, took every finance elective, and filled those knowledge gaps. But the “soft skills” from sport? Those were my superpower—and they’re much harder to teach.

That’s why we often see women who played collegiate or professional sports rise into senior leadership. It’s not accidental—it’s that magic blend of discipline, teamwork, and performance under pressure.

That perspective is powerful—especially your analogy about being in a bubble. I completely relate, having come from sport myself. Now shifting focus—can you tell us more about your current role and the work being done at the Centre for Sport and Human Rights?

Absolutely. The Centre for Sport and Human Rights was founded in 2018 by an incredible leader—Mary Robinson, the former President of Ireland and former UN High Commissioner for Human Rights.

The Centre emerged out of a response to human rights abuses reported around mega sporting events in places like Russia, Brazil, and Qatar. Mary Robinson and Professor John Ruggie—who authored the UN Guiding Principles on Business and Human Rights—called on FIFA to act. That catalyzed the formation of the Centre.

We’re an independent organization, but we’re also a coalition. Our members include governments, UN agencies, civil society, trade unions, broadcasters, sponsors—basically all stakeholders in the sport ecosystem.

Our mission is to make sport responsible. That means ensuring that sport doesn’t cause harm—whether to workers, athletes, fans, or host communities—and that it can be a force for advancing human rights.

We focus on four areas:

Convening: Hosting dialogues on sport-related human rights issues.

Thought Leadership: Translating human rights frameworks into practical tools for sports bodies.

Capacity Building: Helping organizations embed human rights into their governance and policies.

Accountability: Supporting transparency and good governance through research and engagement.

It’s about helping sport evolve—not just to avoid harm, but to actively promote human dignity and equity.

That’s such vital and timely work. Sport has immense power to influence society—for better or worse. What’s your hope for the future of sport, especially as it relates to human rights?

My hope is that human rights become non-negotiable in sport. That we stop treating issues like athlete abuse, migrant labor exploitation, or fan safety as one-offs and instead embed responsibility into the DNA of how sport is run.

Sport can be the great unifier. But only if it respects the rights of everyone it touches. That’s what we’re fighting for—and that’s why conversations like this one are so important. So thank you, truly, for shining a light on it.

I wanted to touch upon the case of Rebecca Cheptegi—could you speak to how such incidents reinforce the urgency of your mission?

Yes, absolutely. What happened with Rebecca Cheptegi was heartbreaking. She was an Olympian and just after Paris, she passed away due to gender-based violence. These kinds of tragedies remind us why safeguarding women in sport is a global necessity. Imagine—someone who performed at the highest level just months before is no longer with us. It’s shocking and it propels us to keep pushing for protections and change.

What are some of the challenges you’ve faced in your journey? Especially while working across different countries, governments, and organizations—there must be complexities in navigating systems and cultural dynamics.

Definitely. There have been many challenges. Take Afghanistan for example. In 2003, I was with FIFA just after the Taliban had been ousted. We were trying to rebuild sport in a country where it had essentially been eradicated. There were no coaches, no infrastructure. And the question was: how do we make sport accessible for all genders?

Looking back, I wish we had focused more on safeguarding from the beginning—especially for girls and women. Fast forward a few years and women’s football had become symbolic of progress. Then, when the Taliban returned, those athletes were immediately at risk. They were hunted—door to door searches. It was horrifying.

So one key realization is that athletes, especially those who express themselves or symbolize resistance, incur real risk. In fact, the current UN High Commissioner for Human Rights has recognized athletes as human rights defenders—a special status—because of this.

And people often forget that athletes, especially Olympians, while seen as superhuman, are also incredibly vulnerable. They face economic vulnerability, power imbalances with coaches, and more. These power dynamics in high-performance environments are where human rights abuses and gender-based violence can flourish. Recognizing these vulnerabilities is step one—only then can we start putting effective safeguards in place.

Given all that, have you observed any global improvement in the status of women in sports—especially regarding protection and equity?

We’re definitely seeing women’s sports rise rapidly. The pace of growth, especially in football and other sports, is near vertical. We see more visibility on TV, greater valuation of women’s teams, more sponsorships, and rising audience numbers.

But as the commercial value increases, the conditions of work for these athletes must evolve just as quickly. And we can’t ignore the dark side—online harassment and abuse are rampant. Female athletes are far more likely to be targeted than their male counterparts. At Tokyo, 90% of athletes who faced online abuse were women. That’s staggering.

So while this is a long-overdue moment of recognition for women’s sports, we need to ensure that protections, policies, and working conditions keep pace with the growing exposure and commercial success.

Stanford’s Sports Equity Lab Partners with Ethical AI Platform Amoofy to Transform Sport Through Storytelling

In a strategic move to reshape the global sport ecosystem, Stanford University’s Sports Equity Lab (SEL) has announced a groundbreaking partnership with Amoofy, an ethical AI storytelling platform, to elevate underrepresented voices and drive systemic reform across sport.

The collaboration aims to harness the power of ethically-driven technology and human-centered storytelling to surface lived experiences—particularly from athletes, coaches, and communities who have long been excluded or silenced in sport.

“It’s not sport alone that changes the world. It’s sport done well—safe, responsible, inclusive,” said Yetsa A. Tuakli-Wosornu MD, MPH, a world class athlete and Harvard-trained physician, now leading Sports Equity Lab.. “The power of sport lies not just in its spectacle, but in its ability to reflect and reshape society.”

Addressing the Unspoken Realities of Sport

Despite sport’s often-celebrated role as a unifier, today’s systems continue to mirror societal inequities. Global data presents a sobering picture:

  • 1 in 3 women experience gender-based violence (UN Women, 2023)
  • 1 in 5 NCAA athletes report abusive coaching practices (SEL, 2025)
  • 1 in 7 people globally live with a disability and often face exclusion from sport (WHO & World Bank)
  • Physical inactivity contributes to 5 million deaths annually (WHO)

By leveraging AI to detect patterns in personal narratives, the SEL–Amoofy partnership aims to transform these stories into actionable insights that influence policy, governance, and grassroots reform.

Ethical AI, Real Impact

At the heart of the initiative is Amoofy—short for A Moment of You—a Public Benefit Corporation built on transparency, privacy, and consent. Unlike traditional tech platforms, Amoofy does not extract or commodify data but instead ensures that narrative ownership remains with the community.

“Stories shape how we see the world, and in sport, they hold the key to building a more just and inclusive future,” said Luis Duarte, CEO and Co-founder of Amoofy. “At Amoofy, we believe in the healing power of stories—both at the individual and systemic level. Our ethical AI is designed to protect and empower voices, not exploit them.”

The collaboration will include the collection and analysis of first-hand accounts from athletes, coaches, and spectators, with a focus on detecting recurring themes such as discrimination, mental health, resilience, and leadership.

“We already know the problems,” said Yetsa. “What we’re doing now is surfacing the solutions—many of which already exist within sport itself, waiting to be heard and scaled.”

Shaping the Future of Sport

The long-term vision includes developing resources and platforms that turn these insights into impact:

  • Educational toolkits and advocacy materials based on lived experiences
  • Training content for sport federations and leadership programs
  • A secure digital space for athletes to share stories and report abuse safely

“Imagine a young athlete’s story of gender-based discrimination sparking global policy change,” said Duarte. “Or a village coach’s inclusive method being adopted by Olympic training programs. That’s the future we’re building.”

While sport has led the way in anti-doping, cross-cultural exchange, and health promotion, SEL argues it’s time for the sector to also lead in justice, ethics, and inclusion.

“Sport must no longer lag behind in matters of gender equity, abuse prevention, and representation,” said Yetsa. “This partnership is about ensuring sport becomes a leader in setting ethical standards—not just on the field, but across society.”

Call to Action

This partnership between Stanford’s SEL and Amoofy signals a critical shift in the global conversation around sport, technology, and equity. Stakeholders across leagues, federations, media, and education are invited to participate.

“This is not a tech project—it’s a cultural movement,” Duarte concluded. “We’re ensuring the hidden wisdom within sport is not just preserved, but used to drive lasting change.”

To learn more about the initiative and get involved, visit: https://rtdnglobal.com

CFI Named Official Online Trading Partner of the 2025 Turkish Airlines EuroLeague Final Four

CFI, the MENA’s leading online trading provider has announced its new designation as the Official Online Trading Partner of the 2025 Turkish Airlines EuroLeague Final Four, taking place at the Etihad Arena in Abu Dhabi. This collaboration, in partnership with the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), marks a significant milestone for CFI, further strengthening its association with world-class sporting events and expanding its global brand presence. This agreement underscores the group’s commitment to connecting with broader audiences through high-impact platforms and celebrating values of performance, excellence, and unity.

The Turkish Airlines EuroLeague Final Four is the final stage of the most prestigious club basketball League in Europe, bringing together the top four teams from across the continent to compete for the championship title. As the Official Online Trading Partner, CFI will benefit from widespread brand visibility across broadcast, digital, and on-ground platforms.

“We are delighted to welcome CFI as a new partner for our signature event, the Turkish Airlines EuroLeague Final Four,” said Gawain Davies, Chief Commercial Officer of Euroleague Basketball. “Partnering with CFI, the leading online trading platform in the MENA region, perfectly aligns with our ambition to grow the EuroLeague brand and business across the Middle East. The Final Four in Abu Dhabi presents a unique opportunity to showcase the true spirit of EuroLeague Basketball to new audiences and markets.”

The partnership will also allow CFI to engage with fans through various experiences that reflect the brand’s values of innovation and excellence. From interactive moments to exclusive experiences for selected guests, CFI aims to contribute to the overall excitement of the Final Four.

“We are proud to support the Turkish Airlines EuroLeague Final Four in Abu Dhabi, a global celebration of sport, unity, and excellence,” said Hisham Mansour, Co-Founder and Managing Director of CFI Financial Group. “This partnership reflects our values and aligns with our strategy to connect with the communities where our audiences live and engage—through moments that inspire, unite, and create lasting impact.”

This collaboration is yet another step in CFI’s broader strategy to align with platforms that amplify its presence and impact. With Abu Dhabi, the capital of CFI´s headquarters country, as the home of several key initiatives, CFI aims to build deeper connections with its audiences by participating in cultural and sporting events that resonate with the values of ambition, discipline, and achievement—core principles shared by traders and athletes alike.

SPORTEL Miami 2025:A Landmark Edition at the Heart of the Sports Business Industry

The first event of the 2025 SPORTEL season wrapped up successfully. Following a booming edition in Buenos Aires in 2024, SPORTEL returned to North America with a strategic stop in Miami, a key player in the sports business market. Held from 1 to 2 April 2025, SPORTEL Miami reaffirmed its status as a global hub for the sports media and tech industry, welcoming 350 participants from more than 200 companies across 37 countries.

The event kicked off in style with a vibrant Opening Party at JW Marriott’s Pool Deck, offering attendees the perfect opportunity to connect in a relaxed and dynamic setting before diving into two days of intensive business networking. A highlight of the evening was an exclusive live painting performance by Lili Cantero, the renowned sports artist, who captivated the audience with her unique artistic tribute to the world of sports.

Over two intense days of networking and conferences, the SPORTEL community had the opportunity to engage with top decision-makers (46% of C-Level and 1/3 of Content Buyers) from across the global sports media and technology ecosystem. This included media rights holders, broadcasters, streaming platforms, sports leagues, federations, agencies, and tech innovators specializing in AI, data analytics, and immersive fan experiences.

“This edition proved once again that SPORTEL Miami is more than just an event — we are committed to driving innovation and staying ahead of industry shifts, solidifying SPORTEL Miami as a must-attend marketplace for fostering growth and forging strategic partnerships in the sports business arena. It’s the perfect opportunity to network with top-tier executives, gain strategic insights, and unlock new business opportunities in an intimate and privileged setting. We sincerely thank all our esteemed sponsors, partners, exhibitors, and speakers who contributed to the success of this Miami edition,” stated Agnès Marsan, SPORTEL Miami Executive Director

In addition to the traditional marketplace, the expertly curated Conference Summit programme —continuously expanding in scope and significance — explored several forward-thinking themes shaping the future of the industry. A diverse lineup of international sports executives and disruptive innovators took the Speakers Corner stage to deliver engaging sessions on key topics such as the role of the US as the world’s largest media market, the impact of Generative AI on content creation and fan engagement, the monetization of data, the new era of live sports streaming, evolving sponsorship models, and the expansion of European football leagues into the US market.

Another highlight of the event was the Pitch Perfect competition, where ten new SPORTEL companies—pioneers in sports content innovation—had the opportunity to showcase their cutting-edge solutions to an international judging panel of top-tier experts. The lucky winner, Johnny Kutnowski, Chief Product Officer at Blinkfire, was awarded a full-access Visitor pass for SPORTEL Monaco 2025.

Bringing together North and Latin America with the global sports media and tech ecosystem under one roof, SPORTEL Miami reaffirmed its role as a strategic gateway between these markets, fostering meaningful connections, sparking new collaborations, and providing a key platform in today’s fast-evolving landscape.

While SPORTEL’s schedule for 2026 is currently preparing, we remain committed to creating fresh opportunities through our international spring events. We are actively working on new destinations and event concepts to further expand SPORTEL’s reach and continue delivering unparalleled value to our global community, wherever we go,” concluded Laurent Puons, Managing Director of Monaco Mediax.

SPORTEL Miami in numbers:

350 participants from more than 200 companies

19% of new companies

46% of C-level attendees

1/3 of content buyers

37 countries represented

42% North America, 14% LATAM, 37% Europe, and 7% other (Asia, Middle East, Oceania…) 

SAVE THE DATES: 

SPORTEL Press Service – media.sportel@monacomediax.com

Breaking into the Sports Industry: Joao Frigerio on Building Careers Through iWorkinSport

In this exclusive interview, iSportConnect’s Taruka Srivastav speaks with Joao Frigerio, the founder of iWorkinSport, about the platform’s journey—from its inception as a job fair to becoming a global hub for sports career growth. Frigerio shares insights on emerging job trends, the role of AI and sports tech, and how iWorkinSport is shaping the future of sports recruitment.

With the iWorkinSport Convention and Job Fair set to take place on May 9, 2025, in Switzerland, he also reveals what attendees can expect, including participation from major brands like UEFA, adidas, and FIBA. Whether you’re a job seeker, recruiter, or industry professional, this conversation is packed with valuable takeaways on how to thrive in the world of sports business.

Platforms like iWorkinSport are crucial for people looking for jobs within the industry. What was your vision when you founded it? Was this your initial goal as well?

Actually, I didn’t have the ambition to create an online platform at the start. I was consulting with CIES, the organizers of the FIFA Master, and the project was to find better ways to help place their students. Like many courses, they had a career department aiming to support students with job placements. That’s when I started connecting with recruiters in the sports industry. My background was more in media rights, sponsorship rights, and events. However, around 2016, I shifted more toward the recruitment side.

Our initial goal was to find a job fair to take students to, but when we reached out to companies, they told us that such an event didn’t exist and that they were also looking for something similar. That’s when I saw an opportunity. I approached them and asked, “If I create an event, would you come?” The first five companies that agreed to participate were UEFA, FIFA, the IOC, Adidas and the NBA. That led to the launch of our first event in 2017 with about 14 companies. It started as a one-off event alongside my consulting work, but the brand gained traction.

By 2019, we announced expansions, including virtual events, even before COVID. When the pandemic hit, we were already experienced in online events, and in 2020, our virtual event was one of the few happening worldwide. We resumed in-person events in 2022, and now in 2025, we’ve expanded to call it the iWorkinSport Convention and Job Fair.

Which major brands will headline this year’s event?

At this stage, we are still in discussions with many companies, but I can mention a few confirmed participants. UEFA, FIBA, adidas and the International Equestrian Federation are regular participants and are coming back once again. Agencies like Infront and Sportfive are confirmed as well, with Sportfive exhibiting and recruiting for the first time. Volleyball World, FC Lausanne Sport and a Brazilian event focused on football business called “Confut,” which is launching an event in the U.S. will be joining us for the first time.

We are in discussions with international football clubs and other companies from outside Switzerland and even beyond Europe. The list will be finalised closer to the event.

When is the event scheduled to take place?

The main event will take place on May 9, 2025, at the SwissTech Convention Center. Exhibitors and academic partners will also attend some VIP activities at the Olympic Museum the day before.

What is the current job market like in the sports industry? Are there any emerging trends or sectors hiring the most professionals?

I don’t have specific statistics, but certain trends are evident. Sales and commercial roles, including sponsorship and media rights, are always in high demand. Additionally, the sports tech sector is rapidly growing, with AI and innovation roles emerging within football clubs and other organizations.

Event management remains a strong employment driver, though these roles are often temporary. Through a collaboration with Meent (formerly known as Sportcarriere), we now provide the largest recruitment company for sports professionals in Europe and have also observed an increase in hiring for positions related to technology and innovation, sponsorships, and commercial rights. These areas are likely to see significant growth in the coming years.

Your platform bridges the gap between organizations and professionals in the sports industry. Beyond job postings, do you also work with recruitment agencies?

Absolutely. iWorkinSport functions as a hub for all things related to recruitment, career growth, and education in sports. We have our own job board and also collaborate with partners such as ThinkSport to power their job boards. Unlike a traditional competitor, we actively promote all job boards, ensuring our users have access to a variety of opportunities.

We recently published a document listing over 50 specialized job boards for sports, covering multiple languages and territories like India, Germany, France, Japan, and Brazil. Additionally, we offer career growth resources, such as career coaching, lectures, and educational programs. Our AI-powered quiz helps users find the best sports management courses tailored to their needs.

Previously, we did not operate as a recruitment agency, but through Meent, we now provide executive search and headhunting services for companies seeking top talent. This allows us to offer a comprehensive solution covering job placements, career development, and industry education.

Any final thoughts for job seekers or companies looking to hire in the sports industry?

iWorkinSport aims to be the go-to platform for sports career growth. Whether you’re a job seeker looking for opportunities, a recruiter searching for top talent, or an organization wanting to showcase educational programs, we provide the resources to help you succeed.

For those interested in joining the upcoming iWorkinSport Convention and Job Fair on May 9, this is a fantastic opportunity to network with industry leaders and explore new career possibilities. We encourage candidates and companies to register early to maximize their participation.

iSportConnect has partnered with iWorkinSport and is offering a 25%discount to anyone who registers with the promo code ISPORTCONNECT .

Hilton named as official partner of England teams

The FA and Hilton have announced a three-year partnership, with Hilton becoming Official Hotel Partner of the England football teams.

This includes Wembley Stadium connected by EE and St. George’s Park and will see Hilton support the Three Lions and Lionesses at every home and away match.

Hilton will also be the official partner of the England Supporters Travel Club, offering loyal fans Hilton Honors perks on hotel stays when they travel to support the teams at home and abroad.

As a partner of St. George’s Park, Hilton will join forces to showcase Hilton St. George’s Park as a destination and place to stay for football fans. The hotel already provides a home away from home to the England women’s and men’s squads during international camps.

Hilton Honors members will be able to turn their hotel stays into some of 2025’s most sought-after tickets at Wembley Stadium connected by EE. This includes major sold out gigs, Emirates FA Cup and Adobe Women’s FA Cup Finals, and other high-stake matches.

Packages will be available via the Hilton Honors Experiences platform, and could include matchday experiences with stays at Hilton London Wembley, ‘meet and greets’ with women’s and men’s England legends and tickets for the biggest games and music events around, from the comfort of Wembley Stadium’s One Twenty Club.

James Gray, FA commercial director, said: “We’re delighted to have Hilton on board as a partner across our England teams, Wembley Stadium connected by EE and St. George’s Park.

“With our national teams competing for the biggest trophies over the next three years, Hilton can play an important role in supporting our squads on and off the pitch. We are building on a long and successful association with Hilton, especially with our hotel at the national football centre and this agreement will take our relationship to a new level.

“Our England fans and visitors to Wembley will also feel the benefit of the Hilton partnership with the opportunity to enjoy major matches and countless memorable moments. Wembley continues to stage some of the biggest domestic and international matches on the planet, and regularly welcomes world-leading music acts to perform sell-out shows under the Arch. We’re delighted Hilton will join us on this journey.”

Stijn Bastiaens, vice president marketing and loyalty, EMEA, Hilton, added “At Hilton, we believe that it matters where you stay. From Formula 1, to golf and tennis, Hilton has a long history of providing unforgettable stays to elite sports athletes and teams as they travel across the world.

“Through this new partnership with the FA, we can’t wait to welcome the England teams with our signature hospitality.

“With 2025 set to be a monumental year for music and football at Wembley Stadium, we’re excited to also offer our Hilton Honors members the chance to turn their stays into unrivalled access to some of this year’s most highly coveted events.”

Hilton Honors is the free-to-join, award-winning guest loyalty programme, in which members can benefit from greater discounts and unlock exclusive perks and once-in-a-lifetime experiences, which now proudly includes a host of events at Wembley Stadium connected by EE and with the FA.

By booking directly at Hilton.com or through the Hilton Honors app, members can access a whole host of instant benefits designed to elevate their stay.