DAZN Acquires ‘One Team, One Dream’ Chelsea FC Women’s Team Documentary

DAZN, the leading global sports streaming service, has acquired worldwide rights (excluding Asia-Pacific) to Fulwell 73’s latest sports documentary series One Team, One Dream, a behind-the-scenes look at Chelsea F.C. Women (CFCW), produced in partnership with Waffle Iron Entertainment.

Produced and directed by Alex Sunderland (The Secret Life of 4 and 5 Year Olds, 24 Hours in A&E ) and executive produced by Fulwell 73’s Leo Pearlman and Ben Turner, the six-part series follows the fortunes of Chelsea F.C. Women, an extraordinary squad of players performing at the most prestigious levels of club and international football. For the first time, cameras have captured the extraordinary drama, passion, and pressure of life at the top of the fastest growing sport on the planet.

The series tells the tale of a remarkable period (2019-2021) when the team needed to regain their status at the top in a world where the doors are finally flung open for women  football. Through the season we explore the highs and lows of an increasingly professional, commercialised and highly competitive game and all the added pressure those stakes bring. Featuring iconic manager Emma Hayes OBE, who oversaw the club’s rise to the top, Barclays FA Women’s Super League Player of the Season Bethany England, Ballon d’Or nominee Sam Kerr and prolific England striker Fran Kirby, the first episode of the series will land on DAZN and DAZN’s UEFA Women’s Champions League YouTube channel on May 29.

Acquired via DAZN’s content distribution arm, DAZN Studios, One Team, One Dream will join DAZN’s slate of acclaimed sports documentaries and series that will land on the streaming service in 2022. It accompanies DAZN’s ‘World Cup Stories’ including Green Lions, a feature length documentary exploring the inspiring untold story of Cameroon’s 1990 World Cup heroes, Maradona: The Fall, an explosive look behind the scenes of one of the biggest controversies in World Cup history, and Ronnie, the ultimate redemption story of O Fenômeno.

Grant Best, DAZN’s EVP Global Commissioning and Original Content, said: “It has never been more important to increase visibility and access to the world of women’s sport, and telling the stories of its greatest athletes and coaches is one more way we can do that. Fulwell 73 is a world class content creator and we’re excited to bring One Team, One Dream to fans around the globe. This is just another example of how DAZN and DAZN Studios is working with leading talent in the TV industry to create a true sports entertainment platform.”

Leo Pearlman, partner at Fulwell 73, said: “We’re really pleased to be partnering with DAZN Group and Waffle Iron Entertainment to bring One Team, One Dream to audiences around the world. This exciting era-defining series about Chelsea FC Women will give viewers a never-before-seen  look at one of the highest calibre women’s football clubs in the world. But this series is about so much more than football. It shines a light on the powerful, human stories at the heart of the club, it’s about leadership at a pivotal time for women’s sport and how you win against all odds with a multinational team against the backdrop of a global pandemic.”

Guy Laurence, CEO of Chelsea Football Club, said: “We’ve always known how phenomenal our Women’s team are and how much hard work and commitment the players, Emma Hayes and the support team put in behind the scenes each and every day. One Team, One Dream now offers fans a fascinating opportunity to experience this for themselves and understand what it takes to become an elite women’s footballer here at Chelsea, playing in one of the best leagues in the world. We look forward to sharing these past experiences with our fans and take them on our journey with us.”

One Team, One Dream  joins DAZN’s growing portfolio of international women’s sport programming, including UEFA Women’s Champions League, Frauen Bundesliga, WTA, and Yogibo WeLeague. DAZN is the global home of UEFA Women’s Champions League, streaming 11.1 million hours and counting across DAZN and DAZN’s UEFA Women’s Champions League YouTube channel for the 2021-2022 season to date. DAZN’s record breaking coverage of the historic Katie Taylor vs. Amanda Serrano fight on April 30, 2022 was the most watched female headlined boxing broadcast in history.

The partnership was negotiated by Range Media Partners on behalf of Fulwell 73 and Waffle Iron Entertainment.

NENT Group Confirms Rebrand To Viaplay Group

Viaplay Group, the international streaming challenger, has formally changed its name and brand from Nordic Entertainment Group (NENT Group), following approval by shareholders at its Annual General Meeting (AGM) on 18 May. The change reflects the company’s strategic focus on the Viaplay streaming service, and its ongoing international expansion and continued Nordic growth. Viaplay will have a market presence in at least 21 countries by the end of 2023, including at least 16 direct-to-consumer markets for the Viaplay app and at least five partner markets for the Viaplay Select branded content concept. The company aims to have approximately 12 million Viaplay subscribers by the end of 2025.

Anders Jensen, Viaplay Group President and CEO: “We are now Viaplay Group – the right step at the right time for our fast-growing global company. Viaplay is present in all our markets, our most recognisable brand and our largest single revenue-generating unit. This change will benefit our whole company by making us more visible and our strategy even clearer. Today is a milestone for our people, partners, investors and everyone connected with Viaplay Group, the international streaming challenger.”

In the Nordic and Baltic countries, Poland and the Netherlands, Viaplay offers a unique combination of Viaplay Originals, international films and series, kids content and premium live sports. In the US, the service provides a `best of the Nordics’ line-up that includes both Viaplay Originals and selected third-party content. Viaplay Select makes curated premium content available through partner platforms in selected markets, with Japan’s WOWOW the first to launch in April.

Viaplay will launch in the UK in 2022, including live sports, followed by Canada, Germany, Austria and Switzerland by the end of 2023.

Viaplay Group’s radio and advertising sales businesses have been rebranded as Viaplay Group Radio and Viaplay Group Ad Sales respectively. The company’s studio operations were reorganised as Viaplay Studios in September 2021.

US Soccer To Pay Men’s And Women’s National Teams The Same As Part Of New Collective Bargaining Agreement

The United States Soccer Federation (USSF), the United States Women’s National Team Players Association (USWNTPA) and the United States National Soccer Team Players Association (USNSTPA) have agreed to terms of historic, first-of-their-kind collective bargaining agreements (CBAs) that achieve equal pay and set the global standard moving forward in international soccer.

The two CBAs, which run through 2028, achieve equal pay through identical economic terms. These economic terms include identical compensation for all competitions, including the FIFA World Cup, and the introduction of the same commercial revenue sharing mechanism for both teams. The agreements will ensure that U.S. Soccer’s Senior National Team players remain among the highest paid in the world.

Under these agreements, U.S. Soccer becomes the first Federation in the world to equalize FIFA World Cup prize money awarded to the U.S. Women’s National Team (USWNT) and the U.S. Men’s National Team (USMNT) for participation in their respective World Cups.

Equally as important, the new CBAs improve non-economic terms, including player health and safety, data privacy and the need to balance responsibilities to both club and country.

“This is a truly historic moment. These agreements have changed the game forever here in the United States and have the potential to change the game around the world,” said U.S. Soccer President Cindy Parlow Cone. “U.S. Soccer and the USWNT and USMNT players have reset their relationship with these new agreements and are leading us forward to an incredibly exciting new phase of mutual growth and collaboration as we continue our mission to become the preeminent sport in the United States.”

“I am grateful for the commitment and collaboration of both the men’s and women’s National Teams and I am incredibly proud of the hard work that has led to this moment. Everyone who cares about our sport should share in this pride as we look forward to working together to grow soccer for generations to come,” Cone added.

“The accomplishments in this CBA are a testament to the incredible efforts of WNT players on and off the field,” said USWNT player and USWNTPA President Becky Sauerbrunn. “The gains we have been able to achieve are both because of the strong foundation laid by the generations of WNT players that came before the current team and through our union’s recent collaboration with our counterparts at the USNSTPA and leadership at U.S. Soccer. We hope that this agreement and its historic achievements in not only providing for equal pay but also in improving the training and playing environment for National Team players will similarly serve as the foundation for continued growth of women’s soccer both in the United States and abroad.”

“They said equal pay for men and women was not possible, but that did not stop us and we went ahead and achieved it,” said Walker Zimmerman, member of USNSTPA leadership group. “We hope this will awaken others to the need for this type of change, and will inspire FIFA and others around the world to move in the same direction.”

Key aspects of the agreements include:

EQUAL PAY FOR EQUAL WORK

The CBAs provide for equal rates of pay across the components of Senior National Team player pay:

●      On-field Base and Performance Pay:

○      For friendly games, players on the USWNT and USMNT will be paid identical roster appearance fees and performance payments, based on the outcome of the match and the rank of the opponent, with identical tiering structures. Players not on the game roster will earn the equivalent of an appearance fee for their participation in a Senior National Team camp.

○      For official competitions, including the World Cup, USWNT and USMNT players will earn identical game appearance fees. For official competitions other than the World Cup, USWNT and USMNT players will earn identical game bonuses.

○      The CBAs provide that USWNT players will no longer receive guaranteed salaries, and those who play in the NWSL will no longer have their NWSL salaries paid by U.S. Soccer.

●      Equalization of World Cup Prize Money:

○      In a first-of-its-kind agreement, U.S. Soccer has agreed with both the USWNTPA and the USNSTPA to pool and share a portion of prize money paid for the teams’ participation in the 2022 Men’s World Cup (MWC) and the 2023 Women’s World Cup (WWC). In this arrangement, the players on the 2022 MWC roster and on the 2023 WWC roster will be paid an equal percentage of the collective prize money paid by FIFA for the teams’ participation and performance in their respective World Cups.  The same will occur with the 2026 MWC and the 2027 MWC.

○      For non-World Cup tournaments, the CBAs ensure that players on both teams will earn an equal amount of the total prize money paid when both teams participate in the same competition.

●      Commercial Revenue Share:

○      In another first for U.S. Soccer and the Players Associations, U.S. Soccer will share a portion of its broadcast, partner and sponsorship revenue with a 50/50 split of that share divided equally between USWNT and USMNT. This new revenue-sharing framework will provide additional encouragement for all parties to work together to grow the game.

○      U.S. Soccer will pay the USWNT and USMNT players a share of the revenue from tickets sold at U.S. Soccer-controlled home matches and a bonus amount for those games that are sellouts.

SENIOR NATIONAL TEAM BENEFITS

In addition to equal compensation, all Senior National Team players will receive the following benefits:

●      Child Care: During Senior National Team training camps and matches, U.S. Soccer will provide childcare, as it has for the USWNT for more than 25 years.

●      Retirement: U.S. Soccer will provide a 401(k) plan for all USWNT and USMNT players, while matching up to 5% of players’ compensation, subject to IRS limits. Matching amounts paid to MNT and WNT players will be deducted from each team’s respective share of commercial revenue payable in each year.

BEST-IN-CLASS PLAYING AND TRAINING ENVIRONMENTS

Outside of compensation, the CBAs specify important protections to ensure that U.S. Soccer continues to provide a best-in-class playing and training environment for its Senior National Team players. Both Senior National Teams will receive equal support, while allowing for flexibility due to each team’s specific needs.

A few of these provisions include:

●      Venues and Field Surfaces: U.S. Soccer will provide equal quality of venues and field playing surfaces to the USWNT and USMNT.

●      Accommodations: U.S. Soccer will provide equal resources to the USWNT and USMNT with respect to hotel accommodations for all U.S. Senior National Team matches and camps. On a per-night, per-room basis, U.S. Soccer will maintain comparable budgets for the USWNT and USMNT for each fiscal year for hotel accommodations for matches and camps.

●      National Team Staffing: The CBAs recommit U.S. Soccer to providing a world-class training environment by ensuring that Senior National Teams’ camps are fully staffed by the experienced personnel needed to provide players with training, recovery and rehabilitation. Additionally, the CBAs commit U.S. Soccer to staffing Senior National Team camps equally, while respecting the unique needs of the USWNT and USMNT.

●      Travel: U.S. Soccer will provide an equal number of charter flights to both Senior National Teams during camps for team travel to Official Competitions, tournaments, and friendlies.

●      Safe Work Environment: The CBAs implement important protections to prevent harassment and other improper conduct. The protections include player input into how they are treated and mirror best-in-class sporting medical and other treatment environments around the world. They also adopt prophylactic rules to protect the privacy and dignity of Senior National Team players, including the ability to report anonymously and via text.

●      Scheduling Predictability: In recognition of the increased focus on women’s professional soccer – and the growth of the NWSL in particular – the USWNTPA CBA commits U.S. Soccer to planning USWNT camps as far in advance as possible, subject to the constraints of FIFA and CONCACAF’s scheduling processes, enabling USWNT players to contribute to their respective clubs.

USWNT ADDITIONAL BENEFITS

In recognition of the additional work they perform, including their representation of the United States at the Olympic Games, the USWNTPA CBA also provides additional fringe benefits to a group of “Benefits” Players, who will be selected each year by the USWNT head coach. Those fringe benefits include:

●      Insurance: Benefits Players will continue to be enrolled in health insurance, dental insurance, and vision insurance through U.S. Soccer.

●      Parental Leave:  Benefits Players who take leave due to pregnancy or to care for a newborn/newly adopted child will continue to be paid an agreed upon amount up to a maximum of six months.

●      Short-term Disability: Benefits Players who suffer a soccer-related injury or a documented soccer-related mental-health impairment will be provided with partial income replacement of their USWNT compensation.

DEALS THROUGH 2028

The historic CBAs will cover the next two World Cup and Olympic cycles and keep USWNT and USMNT players among the highest paid National Team players in the world. The terms of the CBAs, the result of an extensive bargaining process among U.S. Soccer, the USWNTPA, and the USNSTPA, have been approved by U.S. Soccer’s Board of Directors and ratified by the membership of both Players Associations.

IMPACT OF RATIFICATION ON EQUAL PAY LAWSUIT RESOLUTION

The ratification of the CBAs is a necessary and critical step to resolution. We now await the final approval of the settlement by the class members and the Court.

Liverpool Football Club Selects Extreme To Kick Up Fan Experiences at Historic Anfield Stadium


Extreme Networks, Inc.(Nasdaq: EXTR), a leader in cloud-driven networking, today announced that Liverpool Football Club (Liverpool FC) has selected Extreme as its Official Wi-Fi Network Solutions Provider and Official Wi-Fi Analytics Provider in a multiyear partnership. The deployment will begin later this year.

As a part of the agreement, Extreme will outfit Anfield stadium with Extreme Wi-Fi 6E access points to deliver the latest generation of wireless connectivity and enable fans to take advantage of digital amenities like mobile ticketing and concessions and participate in-stadium activities like non-fungible tokens (NFTs). It will also provide the Club with the infrastructure to roll out innovative and immersive new services like AR/VR in the future.

WithExtremeAnalytics™, Liverpool FC will gain real-time data, including fan foot traffic, app usage across the stadium, popular concessions and points in the match when fans are most digitally engaged. These insights will enable Liverpool FC to make data-driven decisions, deliver more personalized fan experiences and improve operational efficiencies on match day.

The wireless network will be managed by ExtremeCloud™ IQ, which helps stadium officials monitor and control Wi-Fi capacity and efficiency, configure devices and gain visibility into real-time analytics. This will help the Club streamline management and performance of the network and scaleIT operations within Anfield stadium.

Executive Perspectives

Drew Crisp, Senior Vice President of Digital, Liverpool Football Club:

“We’re delighted to be teaming up with Extreme to deliver outstanding in-stadium connectivity and analytics. This deal will provide supporters with the latest generation of wireless connectivity and enable them to take full advantage of our best-in-class digital offerings while visiting Anfield.Our home stadium is renowned for its storied history and Extreme willenable us to improve the digitalfan experience on the ground, while also providing the critical insights we need to keep innovating and improving digitaljourneysfor our fans.”

Norman Rice, Chief Operating Officer, Extreme Networks:

“Connectivity is the foundation of next-generation mobile services like biometrics, interactive stadium apps and on-demand concessions at large venues. In a stadium like Anfield, which houses 54,000 fans, Extreme will provide next-generation wireless connectivity and deliver a goldmine of network insights that will help Liverpool Football Club better understand its fanbase, unlock new revenue streams and improve overall matchday operations. We’re proud to play such a pivotal role in the ongoing development of one of the most loved sports organizations in the world.”

Sky Mexico And Bundesliga Extend Partnership With Four Season Deal In Mexico & Central America

Bundesliga International and SKY Mexico have agreed a four-year extension, ensuring that Mexico’s leading subscription-TV service remains the go-to place for Bundesliga and Bundesliga 2 coverage in Mexico and Central America.

The deal, which will officially begin at the start of the 2022-23 season, gives SKY Mexico exclusive rights to all Bundesliga and Bundesliga 2 matches, as well as the German Supercup and the relegation play-offs in Mexico, as well as in Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua, Panama and non-exclusively in the Dominican Republic.

It also includes a range of broadcasting commitments from both sides, as well as implementing a compelling distribution strategy that utilises both Sky Mexico’s well-established channels and new platforms. Additionally, both parties will explore opportunities to further increase reach and awareness of the Bundesliga in the market.

The Bundesliga has experienced tremendous growth with regard to live viewing figures in recent years. Industry research also highlights the Bundesliga as the fastest growing European league in Mexico, in terms of awareness and interest over the last two seasons. Social media engagement has also continued to climb; Mexico is currently the Bundesliga’s third-biggest market in terms of reach on its owned and operated content channels.

Bundesliga International CEO Robert Klein: “The rapid growth of the Bundesliga in Mexico and Central America highlights not only that our league is one of the most exciting in the world, but that our partnership strategy is the right one. SKY Mexico is one of the most popular pay-TV providers in the region, and we are working closely with them to deliver engaging, localised, and most importantly relevant content to fans. This includes the adoption of some of our most innovative features, such as Star Cam and the Tactical Feed, as well as working together to promote the Bundesliga outside of the on-air experience. As we extend this partnership, I can only see this relationship getting stronger.”

SKY Mexico CCPO Juan Carlos Muñoz: “We are more than glad to extend our solid partnership and to reinforce the commitment of high quality, top level international competitions available for our subscribers. SKY has been and will continue to be the best and most complete sports offering in the market, providing a variety of exclusive events live and definitely all the excitement of Bundesliga competitions”

Bundesliga International will also continue to reach football fans throughout Mexico and Central America by expanding its network of content partners and cross-digital platforms, to deliver localised highlights, news and information on the stories that matter from across the Bundesliga.

Earlier this month, the DFL signed a Memorandum of Understanding with the Liga MX, the professional sector of Federación Mexicana De Fútbol Asociación A.C. (FMF). The new broadcasting deal also comes the day after Bundesliga club Bayer 04 Leverkusen played Toluca FC in Mexico. Furthermore, the DFL has reaffirmed its commitment to supporting grassroots football by refurbishing football pitches all over the world, including in Mexico City. The DFL and Sky Mexico will work together on the project to ensure that the current and future generations of football fans have the opportunity to play.

Follow all the latest Bundesliga action on Bundesliga.com and via the official FacebookTwitter and Instagram channels.

Shawn Doss Appointed Chief Business Officer, International For Elevate Sports Ventures

Elevate Sports Ventures, a best-in-class sports and entertainment consulting firm, has named veteran, international sports industry executive Prashanth (Shawn) Doss to the role of Chief Business Officer, International. Doss will be responsible for leading business development and serving as the lead liaison for the agency’s rapidly expanding roster of international clients; he will report to Elevate President Chip Bowers. 

Doss will be Elevate’s foremost senior executive located in the UK, representing the agency’s proficiencies and comprehensive solutions in Partnership Sales and Consulting; Hospitality Sales and Strategy; Experiential Design; Feasibility and Revenue Consultation for New and Renovated Venues; Consumer Insights, Research, Strategy and Analytics; and more.

Elevate currently counts four European professional soccer teams as clients; supporting venue development, partnership, premium and ticket sales strategy for three English Premier League (EPL) teams and one prominent La Liga club. The agency leads hospitality marketing, sale and service for Co-op Live, in Manchester; set to open in 2023 and host 1.3 million visitors annually.

Elevate has consulted for a number of international professional sports leagues, including Ligue de Football Professionnel (LFP), the EuroLeague Turkish Airlines EuroLeague Final Four, professional rugby and more; and (scope of work here) for global motorsports properties.

In March 2021, Elevate was selected by FIFA global rights holder MATCH Hospitality to sell exclusive hospitality packages for the FIFA World Cup Qatar 2022™.  Currently, Elevate represents the San Francisco 49ers future international business rights in the UK.

Doss will establish the agency’s London-based, international executive team, including recently appointed Elevate Sports Ventures Senior Vice President and Head of UK Business Development Shaun Graham.

Shawn Doss will be moderating a panel discussion at the 2022 edition of ALSD International featuring high-ranking industry executive speakers Chris Bray, SVP – Europe, ASM Global, Roy Westwood, Founder & CEO, Forward Associates, Oliver Wright, Head of Premium Sales, Hospitality & Catering, Everton Football Club and Andy O’Sullivan, Venue Director, Tottenham Hotspur Football Club.

Chip Bowers, President of Elevate Sports Ventures, said:

Given the considerable client and partner growth and demand Elevate has experienced in our global business division, this is the natural time to appoint a seasoned, executive to service our ever-growing roster of international clients; as well as build and lead our global business strategy. As a founding member of our Elevate executive team, Shawn has tremendous experience and an appreciation for the diverse, impactful and dynamic range of revenue-driving capabilities, partnerships, technologies, proprietary insights and more our agency is equipped to deliver to our current and future global clients.

Shawn Doss, Elevate Sports Ventures’ newly promoted Chief Business Officer, International, said:

This is an opportune time for international sports brands, teams, leagues, venue owners, event operators and rights holders to re-examine, reimagine and realign their optimal mode of business strategy, revenue generation and operations. On behalf of Elevate, I am proud to deliver insights and revenue-driving solutions to our current and future international clients; as well as build out a London-based senior executive team to service the global sports and entertainment ecosystem with the processes, technologies, insights, partnerships and operational efficiencies to drive return on investment and objectives.

TVM Becomes The Official Partner Of LaLiga In The Metaverse; LaLiga Teams Up With Bloomsbury Football In UK

The agreement, with an initial length of two and a half years, will allow the integration of LaLiga’s current partners into the Metaverse.

The consumption of audio-visual content has undergone major changes in recent years, with the emergence of new platforms and formats that make possible to reach multiple audiences in a more direct and interactive way. Thus, among the innovative alternatives available to organisations, the Metaverse has carved out a niche for its great potential, especially in key aspects such as interaction, fan engagement and the generation of relevant content. 

This is why LaLiga and TVM have reached an agreement whereby the Korean company will become LaLiga’s official sponsor in the Metaverse and its partner in the development of an exclusive ecosystem in this virtual space, for the Spanish sports organisation. To this end, TVM will develop Triverse, the Metaverse of sport, a virtual world of augmented reality, focused on the fan experience, where dreams can come true.

Jorge de la Vega, Commercial and Marketing Director of LaLiga detailed:

LaLiga is always looking for new ways to offer its best-in-class product to a global audience, a process that needs to have the best partners for it. The agreement with TVM as global partner is a proof of this, which will allow us to reach an ecosystem with unparalleled potential as the metaverse is.” 

Carles Puyol, LaLiga ambassador, offered his perspective on the future of football and how fans will be able to enjoy it in the digital ecosystem:

“I believe that football is emotion, is passion, and on the moment that they discover and get to know this digital world and have new places to enjoy it and live it, they will be able to enjoy the best league in the world, such as ours”.

The agreement, which has an initial length of two and a half years, but which can be extended, will also allow LaLiga to integrate its virtual partners within Triverse. In addition, by joining Triverse, sports properties will be able to open a new channel to communicate and engage with fans and users.

Yoon Chul Kim, Vice-president of TVM specified:

“Technology is continuously and rapidly changing and moving. We too should be ready for the next technological advancement. For now, that is digital transformation, and one of the best ways to successfully deliver digital sports content combined with non-sports-oriented content to the users is metaverse. Together with LaLiga, TVM will create a world where nothing is impossible and anything and everything is possible.”.

Official content from sports clubs, such as press conferences, club announcements, match highlights and player interviews, will be offered within the metaverse. In addition, when users consume official content within the metaverse, they will earn certain rewards and experience points, leading to more valuable items and goods, which they can use to gain wealth in real life.

Josh Kim, Managing Director of TVM concluded:

“The reward system will revolve around NFTs, as blockchain technology and NFTs go hand in hand. So, naturally, we will have our own trading platform for NFTs. Users will join as fans of a particular sports property, and will have to devote time and energy to building their fan city. At some point, they will be able to see and compare how their fan city has performed compared to other club cities.”

Jorge de la Vega (LaLiga Commercial and Marketing Director) and Yun Kee Hong (TVM CEO).jpg
LaLiga, 2022.

LaLiga teams up with Bloomsbury Football in first UK community partnership

As part of its commitment to grassroots football in the United Kingdom, LaLiga to support Bloomsbury’s initiatives in London and beyond.

LaLiga has joined forces with Bloomsbury Football to support the London-based grassroots charity, which uses the power of football to change the game for young people.

In a multi-year agreement, LaLiga will assist the pioneering community work being done by Bloomsbury Football, whose grassroots football initiatives reach over 5,000 young people per week, starting with the sponsorship of Bloomsbury’s youth league in central London from this summer, to be newly renamed as LaLiga x Bloomsbury Football League.

Bloomsbury Football is based on three pillars: that access to regular high-quality football training improves mental and physical health, builds stronger communities, and teaches young people valuable life skills. Through this multi-season strategic partnership with Bloomsbury, LaLiga and its clubs are supporting grassroots football in London and the continued development of the beautiful game in the United Kingdom.

Founded in 2018, Bloomsbury Football offers an elite football experience to young people aged between 18 months and 18 years old. The organisation’s financial assistance model means that everyone is welcome, regardless of ability to pay or play.

In addition to providing official kit donated by LaLiga Santander and LaLiga SmartBank clubs, LaLiga via its UK office will also provide training and expertise for Bloomsbury’s staff, and host Bloomsbury players at LaLiga watch parties from next season.

This is LaLiga’s first community partnership in the United Kingdom, following the opening of the league’s London office in King’s Cross (London Borough of Camden) in early 2020.

“It’s amazing that LaLiga is showing their support for grassroots football in London and beyond by supporting our work at Bloomsbury Football. It is so important for all those in the sports industry to show their support of grassroots sporting initiatives, as we really do see the life-changing power that regular physical activity has on young people. We are excited to grow our impact through this partnership with LaLiga and continue to change the game for young people in London” said Charlie Hyman, Founder & CEO of Bloomsbury Football.

“LaLiga is present on the ground over 40 territories worldwide, with the aim of assisting sporting development and increasing fan engagement with Spanish football. By supporting the pioneering work of Bloomsbury Football, we aim to give back to our local community here in London whilst inspiring young LaLiga fans in the UK” said Keegan Pierce, LaLiga Global Network Delegate for the UK and Ireland.

The partnership is the latest in several initiatives strengthening LaLiga’s ties to the birthplace of football, including the opening of a full-time London office and launching its own 24/7 television channel, LaLigaTV, in early 2020; as well as opening LaLiga’s first player development programme in England, LaLiga Camps UK, from July 2022.

SunGod Expands McLaren Racing Partnership To Join McLaren MX Extreme E Team

McLaren Racing today announced a partnership expansion with SunGod for the brand to  become an Official Fan Eyewear licensee of the McLaren Formula 1 Team and the McLaren MX Extreme E Team from 2022. 

SunGod joins the McLaren Extreme E programme for its inaugural season in the race series,  which aims to highlight remote environments under threat from climate change. The  partnership expansion represents McLaren and SunGod’s unified sustainability values. SunGod is a certified carbon neutral company and since the start has aimed to make better, more sustainable eyewear to the highest standard.

SunGod will continue its support of the McLaren Formula 1 Team, now as an Official Fan Eyewear licensee. McLaren and SunGod will release new 2022 limited-edition models co-designed by McLaren F1 drivers Lando Norris and Daniel Ricciardo. Each pair of sunglasses will combine SunGod’s premium 8KO lens technology and ultra-durable Adventureproof frame, alongside a McLaren-branded lens engraving. 

SunGod branding will be carried on the helmets of Lando Norris and Daniel Ricciardo from the 2022 Formula 1 season. 

Lindsey Eckhouse, Director, Licensing, ecommerce and esports, McLaren Racing, said:

“It’s fantastic to expand our partnership with SunGod. Following the popularity of our 2021  design collaborations inspired by Lando and Daniel, we’re excited to see our fanbase’s reaction to the new editions.

“We’re also thrilled that SunGod are joining our Extreme E journey. Racing in this series  represents our mutual commitment to promoting sustainability by driving authentic change through what we do together.”

Ali Watkiss, co-founder and CEO, SunGod, said:

“We’re incredibly proud to be supporting McLaren Racing, both in Extreme E and F1, in 2022. By taking our partnership to the next level, we’re doubling down on our commitment to our shared aims of performance, sustainability and community, as we work together to see The Future in Focus.”

Turner Sports & Warner Bros. Discovery Sports Collaborate For The First Time To Deliver Global Distribution

Turner Sports, a division of Warner Bros. Discovery, will exclusively present Capital One’s The Match – headlined by a foursome of legendary NFL quarterbacks in Tom Brady and Aaron Rodgers teaming up to face Patrick Mahomes and Josh Allen – on TNT, starting at 6:30 p.m. ET on Wednesday, June 1, with simulcasts available on truTV and HLN in the U.S.  

Fans watching outside the U.S. will also be able to watch the star-studded event through Warner Bros Discovery Sports channels and platforms, marking the first time Turner Sports and its international sports partners have collaborated to deliver true global distribution and audience reach for a sports event.  Viewers can check local listings to find coverage in their country via a section of discovery+, the Eurosport App, Eurosport 2 and GOLFTV powered by PGA TOUR.

Six-time Sports Emmy Award winner Ernie Johnson will host the live telecast, alongside Hall of Famer Charles Barkley, three-time NFL Defensive Player of the Year J.J. Watt, 2008 Masters Champion Trevor Immelman and veteran sports reporter Amanda Renner. 

The Wynn Las Vegas,the only golf course on the Las Vegas strip, will host the Sports Emmy-nominated premier live golf event series for the second time in a row, and viewers will be treated to unprecedented access to the players and action through open mics throughout the entire 12-hole competition.  

The match will follow a “shamble” format: All four golfers will tee off at each hole, and each team will select their best tee shot to play. From then on, golfers will play their own ball until they hole out, with the best golfer’s score determining the hole’s winning team.  

Feeding America will be the primary charitable organization supported through this edition of Capital One’s The Match. Turner Sports has televised five editions of Capital One’s The Match, with the series serving as a significant platform to support philanthropical organizations throughout the country. To date, Capital One’s The Match has raised nearly $33 million for various organizations and has donated nearly 17 million meals to Feeding America.  

Official Marketing & Event Partners 

Turner Sports is proud to be working with a robust roster of marketing partners to host Capital One’s The Match.  A partner since the event’s inception, Capital One will return as title sponsor. To learn more about the company and its commitments to change banking for good, visit https://www.capitalone.com/about/our-commitments/

FTX, State Farm and Wagoneer will be the presenting sponsors of Capital One’s The Match. DraftKings Sportsbook is returning as content integration partner, with AT&T, Apple, Autograph, Autotrader, Sunset Studios, TB12, Wheels Up, Wynn Resorts and ZenWTR serving as associate sponsors. 

Partners also include Excel Sports Management as the tournament organizer, along with 199 Productions, Tom Brady’s global multi-platform content and production company.  

Why The GCC Is Investing In Gaming & Esports

Vivek Falod, Commercial Partnerships Director at ELLVEE, speaks about the untapped potential in gaming & esports in the GCC (Gulf Cooperation Council).

What makes gaming & esports an exciting prospect for the GCC?

Globally, the gaming industry is worth over US$ 300Bn and it is growing fast. Already gaming is larger than the combined markets of movies and music. Esports is the professional competitive aspect of gaming. Esports attracts a large youth audience, ~75% under 35 and more than one third female. 

“We are now seeing local female talent emerge on the world stage, like the FIFA e-Football winner Najd Fahd.”

This makes gaming and esports an attractive proposition for GCC countries where more than half the population is under 25 years of age. Saudi Arabia, for instance, has more than 23M gaming enthusiasts and is set to become the Gulf’s gaming powerhouse as the largest gaming market in the region.

And how is gaming & esports impacting the local communities?

From a social perspective, gaming and esports serves as a platform to inspire and drive societal change, including local job creation, local business participation, building inclusive communities and driving female empowerment. 

For instance, we are now seeing local female talent emerge on the world stage, like the FIFA e-Football winner Najd Fahd. Najd became the first Saudi woman to win an e-football title in October 2020. This moment was even more special because it was the first edition of the tournament and the first title for Saudi Arabia in the female category.

Najd Fahd became the inaugural winner of FISU eSports Challenge’s female tournament after she beat Brazilian Alexssandra Batista 8-0 in the final. Najd hopes that her achievement will inspire other women or girls in Saudi Arabia.

Certainly a proud moment for Saudi Arabia with Najd. And is there an untapped economic potential for gaming & esports?

The regional industry remains nascent despite having some of the richest gaming demographic across the world. Majority of the region’s potential gaming and esports revenues are captured overseas, leading to high value leakage.

“Equity investments in esports and gaming are increasing, given the strong economic growth potential.”

This points to the big gap in local content, both in gaming and esports. It presents an untapped opportunity for global gaming publishers and esports organisations to adapt their content for this market and spearhead localized content and esports events.

Have governments in the region taken note of this potential? If so, can you talk us through some of the major investments happening?

Certainly, investments in gaming and esports have grown exponentially and are expected to continue.

Equity investments in esports and gaming are increasing, given the strong economic growth potential. The involvement of sovereign wealth funds, such as the Public Investment Fund (PIF) in Saudi Arabia, shows the strategic importance of this growing market for the Kingdom. During the last two years, the PIF made significant bets on video game franchises such as Capcom, Electronic Arts, Take-Two Interactive Software and Activision Blizzard. In early 2022, the PIF launched the Savvy Gaming Group to develop the local gaming ecosystem and to make international investments in the industry. Savvy announced its first wave of acquisitions in esports with the reported US$1.5bn takeover and merger of ESL and FACEIT.

“Gamers Without Borders 2020, hosted by the Saudi Esports Federation, drew over 200,000 participating gamers from 80+ countries in its inaugural year.”

Hosting major esports events and developing new esports event IPs are also becoming strategic ambitions for host cities in the region. Such events profile the host destination to the world’s youth as a hub for gaming and esports and boost demand within the local gaming communities to watch and play. For example, Gamers Without Borders 2020, hosted by the Saudi Esports Federation, drew over 200,000 participating gamers from 80+ countries in its inaugural year and has recently announced the launch of its third edition which will be the qualifying competition for a summer of gaming and esports events being planned for Riyadh this summer.

Celebrities like Anthony Joshua joined Gamers Without Borders Season 2, a $10M charity esports virtual event hosted by Saudi Arabia. Gamers Without Borders claims the title of the world’s biggest charity esports event.

How does ELLVEE support these ambitions? 

We set up ELLVEE for the exact purpose of helping to bridge the gap between rightsholders and potential clients for major events, with whom we have built trusted relationships in the region over the years.  We support our international clients to help them identify business opportunities in the region, such as sourcing host venue deals, sponsorships and other market entry openings. 

Author: Vivek Falod