Stockport County Signs Trunk As Official Sponsor

Stockport County announced Manchester-based creative and performance marketing agency Trunk has signed on as an official sponsor for the 2025-26 season.

The agreement strengthens a partnership that has already delivered a number of standout projects for the club, and it marks a notable step for Trunk as they take on a sponsorship role themselves after years spent helping major brands activate partnerships across sport.

Trunk’s relationship with County has grown steadily in recent seasons. The agency has played a key part in several major club campaigns, including the award-winning 140-year anniversary kit launch and the Forever Being Beautiful content series featuring former players Ashley Williams and Michael Rose.

Their work has also included last season’s End-of-Season Awards content, such as a surprise feature for Ethan Pye created in collaboration with his family.

As part of the sponsorship, Trunk will hold prominent pitch-side branding at Edgeley Park throughout the coming season.

Adam Britton, Chief Creative Officer at Trunk, highlighted the significance of the partnership by noting the club’s strong sense of community and the distinctive atmosphere at Edgeley Park. He also emphasised Trunk’s ambition to support sponsorships that deliver genuine value for clubs and supporters.

Club President Steve Bellis welcomed the announcement: “It’s fantastic to have Trunk involved for a number of reasons. Firstly, our values are very much aligned in terms of being central to the community. Together, I think we’re going to achieve great things.”

The club looks forward to building on the strong foundations already in place and working closely with Trunk during the 2025-26 campaign.

ICC Faces Major Crisis as JioStar Steps Away from $3bn India Media Rights Deal

Just months before the 2026 ICC Men’s T20 World Cup in India and Sri Lanka, world cricket has been thrown into turmoil. JioStar — the Reliance Industries-owned broadcaster — has formally notified the International Cricket Council (ICC) of its intention to exit its four-year India media rights agreement, a deal originally valued at nearly US$3 billion.

The development, first reported by The Economic Times, poses a serious financial and operational challenge for the ICC, which relies heavily on India for as much as 80% of its global commercial revenues. The governing body is now scrambling to resell rights for the 2026–29 cycle, but steep pricing expectations have so far deterred new bidders.

Broadcasters Reluctant as ICC Seeks US$2.4 Billion for New Cycle

Following JioStar’s decision, the ICC is understood to have approached a mix of global and domestic players including Sony Pictures Networks India (SPNI), Netflix, and Amazon Prime Video. However, none have made concrete commitments.

Industry executives say the ICC’s revised target — approximately US$2.4 billion — remains too high given the current dynamics of the Indian media market.

SPNI, once an aggressive bidder in cricket, is now operating cautiously. Even while holding Asian Cricket Council rights and key bilateral packages with New Zealand Cricket and the England and Wales Cricket Board, SPNI has pulled back financially, recently sub-licensing digital rights for the India–England Test series to JioStar to mitigate risk.

Streaming giants continue to tread lightly. Netflix has not yet entered the live cricket domain in India, while Amazon Prime Video’s engagement is limited and its New Zealand Cricket deal is nearing expiration. In Australia, Amazon holds ICC rights until 2027, but expanding into India’s costly cricket ecosystem appears unlikely in the short term.

JioStar’s Mounting Losses Reveal Cracks in India’s Sports Media Model

The crisis also brings into focus the broader economic pressures reshaping India’s sports broadcasting sector. JioStar more than doubled its provision for losses on sports rights in FY2024–25 — from ₹12,319 crore (US$1.4 billion) to ₹25,760 crore (US$2.9 billion). The figures underscore an industry-wide challenge: escalating rights fees amid diminishing monetisation pathways.

Linear TV revenues continue to decline, and streaming platforms — despite unprecedented scale — remain far from profitable.

A major contributor to the downturn has been the Indian government’s ban on real-money gaming (RMG). RMG platforms such as Dream11 and My11Circle had become the single-largest advertisers in cricket. Their exit created an estimated advertising vacuum of ₹7,560 crore (US$840 million), leaving broadcasters with limited options to recover costs.

Before the merger that created JioStar, Star India (the original ICC rights holder) had already posted losses of ₹12,548 crore (US$1.4 billion), primarily due to the ICC deal. These obligations were inherited by the new entity — and quickly became unsustainable.

Global Market Conditions Add to the Pressure

The ICC’s overall financial position appears strong — the body recorded a US$474 million surplus in 2024 — but its reliance on the Indian market leaves it vulnerable.

Meanwhile, global sports broadcasting trends are shifting.
Streaming platforms are investing selectively, focusing on guaranteed-return properties like the NFL, NBA, and the Premier League, rather than high-cost, volatile markets such as India’s cricket ecosystem.

The valuation correction in India mirrors broader recalibrations across the industry. Even as global sports media spending is projected to grow from US$65 billion in 2025 to more than US$78 billion by 2030 (Ampere Analysis), rights holders are being forced to realign expectations, particularly in inflation-heavy and currency-sensitive markets.

Currency fluctuations have further exacerbated JioStar’s burden. With the US dollar now trading above ₹90, the actual cost of the ICC deal has effectively risen to around US$3.3 billion — far exceeding the original commitment.

Past Overvaluation Continues to Haunt the Rights Landscape

The roots of the current crisis lie in the 2022 rights auction. Star India, later merged into Viacom18, ultimately bid around US$3 billion to retain the ICC India rights — more than double SPNI’s offer and nearly triple Viacom18’s standalone bid.

The aggressive valuation, widely viewed as inflated at the time, has proven difficult to justify in today’s market.

The situation was further complicated when Zee Entertainment withdrew from a separate agreement to acquire the ICC TV rights for approximately US$1.5 billion. The collapse of Zee’s merger with SPNI killed the deal, prompting JioStar to initiate arbitration seeking nearly US$1 billion in damages.

Uncertain Road Ahead as 2026 T20 World Cup Approaches

The ICC now faces a tight deadline to resolve its media rights situation ahead of the 2026 T20 World Cup — the organisation’s flagship event and its most commercially significant property.

If no new buyer emerges, JioStar could remain contractually obligated to honour the existing agreement until 2027. However, the very effort to offload the rights signals the ICC’s desire for a more sustainable long-term partner.

The global appetite for sports rights remains robust. Ampere Analysis projects Asia’s sports media spend to rise from US$7.2 billion in 2025 to US$9.9 billion by 2030 — with Indian cricket still a major driver.

Yet, in the immediate future, uncertainty dominates.
The ICC must now reassess its valuation strategy, adapt to rapid shifts in the Indian media economy, and secure a partner capable of delivering both reach and financial stability.

With time running out, cricket’s most influential market is witnessing one of its most significant rights disruptions in decades — and the ripple effects could reshape global cricket broadcasting for years to come.

British Cycling Unveils New Ventures Arm To Accelerate Commercial Expansion

British Cycling has announced the launch of British Cycling Ventures (BCV) – a bold new commercial entity established to drive sustained revenue growth, unlock external investment, and realise the full commercial potential of cycling in Britain and internationally.


BCV will oversee all commercial activity across the British Cycling Group, driving commercial growth, with a particular focus on events. Every success delivered by BCV will directly fuel the broader British Cycling Group, enabling continued investment in the organisation’s purpose of bringing the joy of cycling to everyone.

The new entity will also absorb the existing British Cycling Events subsidiary, bringing every commercial strand under one strategically focused umbrella, designed for growth.

British Cycling’s Chief Commercial Officer, Darren Henry, has been appointed Managing Director of BCV, having led the federation’s commercial transformation since joining in 2021.

Of the announcement, Henry said; “The launch of British Cycling Ventures is a landmark moment for our organisation and a transformative step for British sport. For the first time, we have a dedicated commercial engine designed to elevate cycling’s reach, create unforgettable experiences for riders and fans, and build sustainable growth far beyond our traditional horizons.”

Henry continued; “BCV will give partners and investors a rare opportunity to help shape the future of one of Britain’s most successful Olympic and Paralympic sports.”

BCV’s strategy focuses first on expanding and elevating its events portfolio, from track cycling to cyclo-cross and BMX freestyle. It is also laying the foundations for future non-event commercial opportunities, launched ahead of Britain hosting the Tour de France’s Grand Départs in 2027. These will include partner platforms, digital ecosystems, and new revenue models aligned with how fans engage with the sport today.

BCV will operate with its own management and executive team, with a further two new board members joining in 2026. Further details on structure, recruitment, and timelines will be announced in the coming months.

Jonathan Day will continue to lead the events function in a newly titled role, Director of Events, reporting to Darren Henry.

British Cycling has increased its commercial revenue by 286% since 2023, including with long-term Lead Partner, Lloyds, as well as partnerships with Shell UK, Elixirr, ALE amongst others. With over 26.3 million people in the UK who ride their bike at least once a year, there is a significant opportunity to grow revenues further through a sport which isn’t just a mode of transport, but which plays a pivotal role as a catalyst for social change.

To accelerate the growth of the new venture, British Cycling Ventures has appointed Oakwell Sports Advisory as its exclusive advisor to identify and secure a strategic investment partner. BCV is now actively seeking strategic equity and investment partners.

Mercedes-Benz Becomes Exclusive Automobile Partner of the WTA

The WTA and Mercedes-Benz have entered into a new, long-term partnership, representing a powerful commitment to women’s tennis and a shared vision for the future of tennis. The “WTA Tour Driven by Mercedes-Benz” partnership will begin from January 1, 2026.

The common goal of both the WTA and Mercedes-Benz is to give women’s tennis even greater visibility and accelerate its strong worldwide growth. As the Premier Partner and Exclusive Automobile Partner of the WTA, Mercedes-Benz will be present at WTA 1000, 500 and 250 tournaments from 2026, and aims to create unique experiences for players, fans, and guests. The partnership underlines the ambition of Mercedes-Benz to further elevate sport on a global stage, and its ambitions for the empowerment of women; thus, inspiring the next generations of players and fans.

Marina Storti, CEO of WTA Ventures commented: “We are truly excited to welcome Mercedes-Benz as the Premier Partner of the WTA Tour. This long-term partnership represents a shared vision and a powerful commitment to the future of women’s tennis, and we look forward to working together to grow the sport.

“Securing such a strong and trusted partner is a pivotal moment for WTA Ventures as we continue our journey to accelerate the growth of the WTA as the stage where women’s tennis shines, and Mercedes-Benz – synonymous with timeless elegance, innovation, and an uncompromising dedication to excellence – perfectly aligns with this ambition. We are proud to join forces with such an exceptional brand as we enter this exciting new era for women’s tennis.”

Mathias Geisen, Member of the Board of Management of Mercedes-Benz Group AG, Marketing and Sales, said: “Tennis has always been close to our hearts at Mercedes-Benz – a sport defined by dedication, responsibility, and self-confidence. As worldwide premier partner, our new long-term partnership with the WTA reflects our strong commitment not only to the sport, but also to the values it represents.”

The partnership with Mercedes-Benz, which has been agreed with the WTA’s commercial arm, WTA Ventures, is the most significant in WTA history, and continues the WTA’s strong growth momentum across the 2025 season, including growing engagement from fans worldwide, the launch of a bold new brand identity, and the award of the biggest ever prize money payout in the history of both professional tennis and women’s sport (awarded to Elena Rybakina, singles champion at the 2025 WTA Finals Riyadh presented by PIF). As well as championing its incredible athletes, the WTA uses its platform to deliver positive impact beyond sport, inspiring the next generation and supporting communities worldwide with advocacy and action for women’s health and empowerment.

By becoming the Premier Partner and Exclusive Automobile Partner of the WTA, Mercedes-Benz is expanding its global presence on the highest level of international sport, building on its long-standing tradition in tennis. The partnership was officially announced at a press conference at the Mercedes-Benz Museum in Stuttgart today. Attending speakers included WTA founder Billie Jean King, tennis legend Andrea Petković, Marina Storti – CEO of WTA Ventures, Mathias Geisen – Member of the Board of Management, Mercedes-Benz Group AG, Christina Schenck – Vice President Digital and Communications, Mercedes-Benz AG, and Valerie Camillo – Chair of the WTA, as well as Mecedes-Benz brand ambassadors and tennis stars Roger Federer, and Coco Gauff who joined virtually.

Billie Jean King, founder of the WTA, commented that: “From the day we founded the WTA, our mission was to ensure that every girl, every woman, could have a place to compete, be recognized for her accomplishments and make a living playing the sport she loves. Seeing a global brand like Mercedes-Benz stand with us sends a message that echoes far beyond tennis. It says women’s sport matters and our athletes deserve to be seen, heard and given a global platform to shine and inspire. I am incredibly proud to see the WTA carrying our vision forward with purpose and passion.”

WTA Chair Valerie Camillo stated: “Mercedes-Benz has long embraced the brand promise of ‘the best or nothing.’ It is significant that one of the world’s most iconic brands sees that same commitment to excellence in our athletes, our Tour, and our vision for the future. With Mercedes-Benz, we look forward to a new, defining era of women’s tennis.”

Christina Schenck, Vice President Digital & Communications and Head of Investor Relations, Mercedes-Benz Group AG also said that: “Our partnership with the WTA celebrates women who are redefining the future of sport – on and off the court. Their dedication and relentless pursuit of progress reflect our own commitment to innovation. By supporting their stories on a global stage, Mercedes-Benz aims to inspire new talent, engage fans and customers worldwide, and demonstrate what human potential can achieve.”

The partnership with the WTA will make the Mercedes-Benz star shine once again on the biggest stages in tennis. The star will be present at approximately 30 tournaments in 2026, with even more planned from 2027, and will debut on the net post sign at the Mubadala Abu Dhabi Open in Abu Dhabi, United Arab Emirates, as well as the Ostrava Open in the Czech Republic, from January 31st to February 7th, 2026. On site, Mercedes-Benz will provide an exclusive fleet of vehicles for players, officials and guests and will enable a unique driving experience at each tournament.

With the WTA partnership and new brand ambassador Coco Gauff, Mercedes-Benz is underlining the impact of tennis as a global platform and its commitment to women’s sports.

Leading global sports, music and entertainment company, Wasserman, through its U.S. Rights Sales team, acted as sales agent to WTA Ventures through the deal process, with additional support provided by IMG, the global sports marketing agency.

Building MMA’s Future: FIMMA Leaders Outline Governance, Safety Reforms, and Olympic Pathway

In an exclusive conversation with iSportConnect, Taruka Srivastav spoke with Gordon Tang, President of the Asian MMA Federation (AMMA) and head of the newly formed Federation of International Mixed Martial Arts (FIMMA); Galastein Tan, AMMA Director General; and Lock Wai Han, Chair of AMMA’s Ethics Committee. Together, they discussed the purpose behind FIMMA’s creation, its roadmap toward IOC recognition and Olympic inclusion, governance reforms, athlete safety, and how the organization plans to unify the global MMA landscape.

What is the purpose behind forming a new international federation, FIMMA?

AMMA President Gordon Tang: MMA is a globally popular sport, yet it lacks unified international governance. Through FEMA—the Federation of International Mixed Martial Arts—we aim to unite the sport under cohesive global governance, establish athlete-centered development, ensure sustainable growth, and work collaboratively toward recognition by major multi-sport events, including the Olympic Games.

What concrete steps are you taking to gain IOC recognition and progress toward Olympic inclusion?

President: We are working hard to strengthen our structures and compliance. The timeline for Olympic inclusion will ultimately depend on the IOC and future Olympic hosts.

AMMA Director General Galastein Tan: Since 2022, we have actively worked with the Olympic Council of Asia, leading to MMA’s inclusion in major events such as the Asian Youth Games and the 2026 Asian Games and Asian Indoor & Martial Arts Games. We will continue engaging with the IOC and other continental bodies to secure wider recognition.

How will FIMMA interact with other existing MMA organizations such as GAMMA and IMMAF?

President: We currently collaborate with GAMMA and share a common goal of promoting MMA globally.

AMMA Chair of the Ethics Committee Lock Wai Han: In Asia, we already maintain non-exclusive membership: federations can be part of multiple organizations. We have ongoing conversations with all major bodies, particularly GAMMA, and intend to unify efforts toward Olympic recognition. We aim to present a united front to the IOC.

How will FIMMA avoid governance conflicts seen in other combat sports, such as boxing?

President: We prioritize regulatory compliance, especially with anti-doping bodies, and emphasize that MMA leadership is not driven by politics.

Lock: Governance and athlete safety are central. We follow WADA standards, have begun discussions about signatory status, and have revised rules to enhance safety—such as removing the cage and eliminating dangerous moves—while maintaining sporting quality.

How will the sport remain entertaining without elements like the cage?

Lock: Different regions market MMA differently. Removing the cage allows clearer visibility and reduces safety concerns, without diminishing technical excellence.

President: Our rules prohibit dangerous actions such as head strikes on grounded athletes. MMA’s core appeal remains—the integration of diverse martial arts—ensuring it stays exciting and competitive.

How will MMA adapt to the Olympic tournament format, which requires athletes to compete multiple times over a few days?

President: Olympic qualification will naturally narrow the pool of athletes. Competition scheduling will be designed to safeguard athlete health.

Galastein: In Asian MMA events, athletes fight only once per day across three days, with controlled brackets and medical oversight. If two fights are required in a day, proper rest intervals are guaranteed. Rules and scheduling are continually reviewed with medical and technical committees.

Does adding more safety rules create a “watered down” version of MMA?

Galastein: No. MMA’s essence—using the best techniques from multiple martial arts—remains intact. This approach actually highlights athletes’ technical skills and creates a more audience-friendly version suitable for Olympic inclusion.

How will FIMMA work with professional organizations such as the UFC or ONE Championship?

Lock: We operate in different parts of the MMA ecosystem. FEMA governs amateur athlete development, coaching, officiating, and safety. Professional organizations remain independent, but we collaborate with them to create pathways for top amateur talent to progress.

What about countries without a standalone MMA federation, such as France, where MMA falls under the boxing federation?

Galastein: Each country manages sports differently. Once MMA enters major multi-sport events, National Olympic Committees will determine whether MMA should have its own federation or fall under an existing one. FEMA will support whichever model is appropriate.

Lock: We have extensive experience helping national bodies gain recognition in Asia and will extend this support globally.

Have there been preliminary discussions with the IOC or major professional stakeholders like Dana White?

Galastein: Yes, conversations with relevant IOC entities have already begun, and progress has been positive. Details cannot yet be shared.

How will FIMMA grow grassroots participation, especially in countries where MMA training is expensive (e.g., India)?

Galastein: Getting MMA into major events motivates countries to form national federations, triggering government funding for development and athletes. This leads to a sustainable ecosystem where success inspires more participation.

Bundesliga Signs Playmobil As Official Licensee

Playmobil, Germany’s iconic brand of play figures, is becoming an Official Licensee of the DFL Deutsche Fußball Liga. Under the motto “Your World. Your Stadium” a unique collection of play figurines for football fans and collectors alike is being created, bringing the Bundesliga into the world of Playmobil.

At the start of the 2026-27 Bundesliga season, Playmobil will – for the first time – present all 18 Bundesliga clubs in the form of its play figures. A total of 198 officially licensed characters – eleven per team – will be available from September 2026. The figures reflect the players as accurately as possible, from the jersey designs to distinctive features.

To give fans a taste of the full collection, an exclusive selection of six Bundesliga figures will be released as early as March 2026. This first edition includes fan favourites from selected Bundesliga clubs such as Harry Kane, Mario Götze, Angelo Stiller, Julian Brandt, Luka Vušković, and Saïd El Mala.

“The special football culture of the Bundesliga thrives on passion, pride, and unity – and now this excitement is something fans can actually play with. Alongside Playmobil, we’re bringing the stadium into the living rooms of millions of fans of all ages – a piece of football to collect, experience, and share,” said Peer Naubert, CEO of Bundesliga International GmbH.

The collaboration with the Zirndorf-based company, whose head office is near Nuremberg, was coordinated by Bundesliga International GmbH in cooperation with IMG Licensing. The largest licensing partnership in Playmobil’s history aims to establish football as a permanent part of the brand world.


“Sport, and especially football, connects generations and brings people together,” said Playmobil board member Bahri Kurter.

“The Bundesliga in particular has an extremely strong appeal in Germany. For Playmobil, entering the world of football is an important building block in our strategic development: This step creates additional relevance, brings us closer to new target groups, and leads the brand into an environment that excites millions. ‘Your World. Your Stadium’ shows how we bring this excitement to life in the Playmobil format.”

Mercedes-AMG PETRONAS F1 Team Strikes Landmark Global Partnership with PepsiCo From 2026

The Mercedes-AMG PETRONAS F1 Team has announced a major multi-year global partnership with PepsiCo, bringing three of the company’s powerhouse brands — Gatorade®, Sting®, and Doritos® — into Formula 1 from 2026 onwards. The deal builds on PepsiCo’s growing engagement in F1 and marks the first time the three category-leading brands will jointly partner with a Formula 1 team.

The alliance places PepsiCo at the centre of F1’s continued commercial boom, integrating the brands across Mercedes’ high-performance operations, fan experiences, and global activations. With F1 experiencing a rapid expansion in younger audiences and key emerging markets, the partnership aligns with PepsiCo’s ambition to strengthen its presence in high-growth sports and entertainment categories.

A key pillar of the partnership is Gatorade’s entry into the F1 paddock for the first time. With over six decades of hydration science and the support of the Gatorade Sports Science Institute (GSSI), the brand will contribute to Mercedes’ driver conditioning and race-day performance — an increasingly critical area given the intense physical demands of the sport. Drivers can lose up to 4 kilograms during a race, making optimized hydration essential. Gatorade will develop a fully customised hydration strategy for the team, aiming to deliver marginal gains where milliseconds matter.

The collaboration will also spotlight the team’s driver pairing — George Russell and rising talent Kimi Antonelli — who represent two generations of F1 excellence. Through behind-the-scenes content, global activations, and fan engagement initiatives, the drivers will help bring the combined energy of Gatorade, Doritos, and Sting directly to fans around the world.

Sting®, the market-leading energy drink in India, Pakistan, Vietnam, and Egypt, enters the partnership with strong relevance across regions where both F1 and Mercedes are rapidly expanding. The brand’s bold, youth-driven identity will translate into high-energy race-weekend activations, strengthening F1’s growing connection with Gen Z audiences.

Doritos® will leverage global activation rights to infuse F1 race weekends with its signature boldness. Through culturally driven campaigns and trackside fan experiences, the brand aims to mirror the adrenaline and tension of Grand Prix racing, bringing its distinctive flavour-led identity into the sport.

Eugene Willemsen, CEO, International Beverages at PepsiCo, described the collaboration as uniting “performance, energy, and flavour”:

“Through Gatorade, Sting and Doritos, we’re inside the culture of the sport, fuelling both the athletes and the fans who live for the thrill of F1. Partnering with Mercedes-AMG PETRONAS F1 Team reflects our shared commitment to performance, innovation, and excellence.”

Toto Wolff, Team Principal & CEO of Mercedes-AMG PETRONAS F1 Team, highlighted the strategic fit: “They align perfectly with our ethos of chasing ultimate performance through innovation and excellence. Gatorade’s expertise, Sting’s youthful energy, and Doritos’ cultural relevance each bring something unique.”

Richard Sanders, Chief Commercial Officer, added: “Their expertise helps us deliver outstanding experiences for guests and fans at the track and beyond — adding real value to how we operate daily and how we connect globally.”

The PepsiCo–Mercedes-AMG PETRONAS F1 partnership stands out as one of the most comprehensive cross-category sponsorships entering Formula 1 in recent years. By combining performance science, youth energy, and cultural resonance, the deal positions both organisations to deepen engagement with F1’s surging global audience and elevate the race-weekend experience.

IMG and Royal Dutch FA Seal Long-Term Media Rights Partnership for Women’s Football

The Royal Dutch Football Association (KNVB) has announced a long-term agreement with global sports marketing agency, IMG, to distribute the international media rights across its women’s football league and men’s domestic cup competitions, through to 2030. The agreement includes all international territories outside the Netherlands.

IMG will partner with the KNVB to represent the media rights for the Eurojackpot Women’s Eredivisie, Men’s Eurojackpot KNVB Beker (Dutch Cup) and Johan Cruyff Shield (Super Cup). It also includes matches for the Dutch Women’s National Team that take place in The Netherlands.

The agreement expands IMG’s relationship with Dutch football, following the extension of its partnership with the Eredivisie to distribute the international media rights for the Netherlands’ top-flight professional football league and provide global advisory services to grow the league and its brand around the world. IMG has represented the Eredivisie’s international media rights for more than 20 years, expanding its reach to 142 countries and territories through 35 broadcast partners.

Dave Dekker, Commercial Director, KNVB: “We are proud to announce our new partnership with IMG, a trusted leader in sports and media. This collaboration reflects our confidence in IMG’s ability to help elevate both men’s and women’s football on the global stage. Together, we aim to engage and inspire a growing international fanbase, showcasing the excitement and quality of Dutch football to audiences worldwide. This partnership marks an important step in our ongoing efforts to strengthen our international presence and drive the future growth of the game. Together we colour the world orange.”

Robert Klein, SVP & Managing Director, Football, IMG, added: “We are delighted to partner with the KNVB at an exciting moment for Dutch football, with the Dutch Women’s National Team in action against Portugal this evening and the Dutch Cup fixtures approaching. Dutch football has a proud heritage, and IMG is uniquely positioned to help expand the global visibility and growth of these competitions. We look forward to working closely with the KNVB to bring the game to new heights.”

West Ham United and OddBalls sign a new underwear licensing agreement

West Ham United and OddBalls have announced a licensing agreement which will see them collaborate on a wide range of Men’s and Women’s Club branded underwear.

OddBalls will launch a full range of boxers, briefs and bralettes. All products launched will feature unique West Ham United branded designs which tie in with OddBalls’ colourful and unique products.

Formed in 2014, OddBalls’ colourful prints and top-quality underwear products were designed to shake up the underwear market. During that time OddBalls have raised over £1,000,000 for a wide range of charities, and each pair has a testicular cancer ‘Check Yourself Guide’ printed on the back of the pack.

10% of net sales from all West Ham United x OddBalls products sold will be donated to DT38, the charity which honours the life and legacy of Dylan Tombides, the gifted West Ham United and Australian international footballer, who tragically passed away in 2014 at the age of 20 after a three-year battle with testicular cancer. In Dylan’s memory, the DT38 Foundation was established by his mother, Tracy, and the Tombides family.

As an official charity partner of West Ham United, DT38 works to educate young men about testicular cancer, encourage self-checking, and promote best practice in diagnosis – all with the aim of reducing late detection and saving lives.

Speaking on the launch of West Ham United OddBalls products, DT38 Founder and CEO Tracy Tombides said:

“DT38 continue to recognise the strong support from West Ham United with their upcoming collaboration with OddBalls. With DT38 receiving 10% of the revenue from sales of this collaboration we are able to steadily increase our demand for resources that go hand in hand when we partner in the community to educate and raise awareness of testicular cancer.”

“By supporting this collaboration, DT38 can continue its mission to save lives through Dylan’s story and legacy by focusing on early detection and getting that message out there that delay is deadly – get educated.”

Dylan’s former teammate and Club Ambassador Matt Jarvis said: “Dylan was a great footballer, teammate, but most importantly an amazing person and I think it’s brilliant to see the Club continue to honour his legacy by collaborating with OddBalls. Anything that raises awareness on testicular cancer, encourages early detection and ultimately saves lives is vitally important, it’s amazing to see a percentage of funds raised go directly to DT38 to support their life saving work.”

Matthew Gibson, Head of Partnerships & Licensing at OddBalls commented: Everyone at OddBalls is delighted to see the launch of official West Ham United X OddBalls underwear! Both brands share a passion for top-quality products and great causes, so it’s a perfect fit!

10% of sales will go to the DT38 Foundation, one of West Ham’s principal charities that raises awareness of testicular cancer and its diagnosis. We’re looking forward to keeping people comfy – and checking themselves – this Christmas, and for a long time to come.

Flashscore CPO Tomáš Pondělík: “Why Sports Apps Must Evolve to Keep Pace With Fans’ Demands”

You were previously at Sky Betting & Gaming and William Hill. How does that experience compare to working at Flashscore, a live scores app with an affiliate model?

My earlier roles were primarily in gaming. At William Hill, I worked between sportsbook and gaming, focusing on shared modules such as navigation, user accounts, payments, analytics, and cross-sell—basically how to move users from betting to gaming. This understanding of which bets and promotions drive acquisition and cross-sell is very transferable. It’s also relevant because bookmakers now increasingly offer basic scores services. It’s not directly competitive, but it does gently push us to expand the information we provide—such as adding more valuable, personalised notifications. The contacts I built in Gibraltar and the UK also help align our roadmap with our key partners—especially ahead of major events like next year’s World Cup.

Is the line between results services and bookmakers becoming blurred?

From a broader view, I see the two as complementary. Live score platforms help with acquisition, branding, and audience growth. Similar examples include LiveScore feeding into LiveScore Bet, or FanDuel using fantasy sports as its base for converting users into bettors.

What inspired Flashscore to launch the Follow Player feature?


It was driven by multiple factors: user feedback, competition, and our persona research. Two of our five core personas are younger audiences more interested in players than teams. The market is also shifting—more people track individual athletes. Follow Player adds a new engagement layer by feeding users into Player Match Stats and improving retention. We’ve had this feature planned for years, and now it aligns with our strategic vision. This October we’re adding basketball and ice hockey, making Follow Player a true multi-sport experience.

How will Follow Player change fan engagement?


One major change is the introduction of new notification types. This year we’ll add transfer notifications. Next year, we’ll launch news notifications, giving users a full 360-degree view of their favourite players.

Any insights from early adoption?


Over 1 million users already use the feature. On average, each user follows around five players. Globally, Ronaldo leads as the most followed, then Messi, Mbappé and Neymar.
We’re also seeing strong adoption of national players within local leagues, which shows it’s not just a team-substitute but a deeper personalisation tool.

Will retired players like Ronaldo remain in the app?

Yes. Retired players will still have news notifications. And honestly, with Ronaldo, I’m not sure he’ll ever retire!

Where do you see Flashscore in the next two to three years?

We’ll continue being the easiest place to follow live sport. Our focus is quality data, strong pre-match and live coverage, and tailoring depth based on user preference—simple by default, complex on demand.
Football remains the priority due to next year’s World Cup, but we’ll expand deeper into tennis, basketball, and ice hockey. We also want to broaden content types and make notifications smarter.

On monetisation—does the affiliate model remain the core?

Affiliate remains our primary revenue stream, though regulations are changing.
This year we launched Flashscore+, our ad-free experience—faster and cleaner. We’re also expanding into non-betting partnerships, such as our recent successful collaboration with DAZN for the Club World Cup.
Even with ads, our goal is that everything feels native and seamless within the product.