E1 appoints IRIS to market media rights for UIM World Championship

IRIS Sport Media (IRIS) has been appointed by E1, the new all-electric raceboat competition, as its exclusive worldwide media partner for the UIM E1 World Championship.

IRIS will market all media rights for an expanded 2025 series featuring up to 10 races, including events in the Middle East, Europe, and, for the first time, the Americas.

The E1 Series, which is sanctioned by the Union Internationale Motonautique (UIM), the governing body for powerboating racing, has this year successfully held events in Jeddah, Venice, Puerto Banus, Monaco and Lake Como, the series has a host of celebrity owners including sports stars Rafael Nadal, Sergio Perez, Tom Brady, Virat Kohli and Didier Drogba and from the world of entertainment, Will Smith, Marc Anthony and Steve Aoki, as well as businessman Marcelo Claure.

E1 has defied expectations and broken records as a first year sports series in 2024, and we look forward to raising the bar even higher in 2025. We are confident this partnership with IRIS can bring us greater and wider audiences and take us to new heights next season and beyond.

Rodi Basso, CEO & Co-founder of E1 said: “IRIS will work closely with E1 on the strategy to grow the audience globally through broadcast exposure across all forms of the media. The celebrity team owners – with over 800 million social media followers between them – give this pioneering sport the ability to engage with a younger audience as it continues to evolve. This is an exciting project that is leaving an important legacy of sustainability around the world, and we are delighted to be playing a part in its growth.”

Ioris Francini, Founding Partner, IRIS Sport Media said: “The UIM E1 World Championship is a highly engaging sport and entertainment platform that has already caught the attention of a wide fan-base who love watching authentic sporting competitions that include elements of gamification and technology. Add to that the growing rivalry between high-profile celebrity team owners and you have something with phenomenal potential.”

Is professional football about to go on strike?

In this week’s Member Insights piece, David Alexander, the founder and MD of Calacus PR spotlights the rising number of protests in football by players due to non-stop match schedules.

The comments by Spain and Manchester City midfielder Rodri this week laid bare the very real threat the game faces of its players protesting at the number of games they are being asked to play.

Rodri has been eased back into City’s squad following victory with his national team at EURO 2024, but his comments about the increasing player schedule underline the players’ concerns at the top level.

Rodri said he “needed a rest” during last season’s run-in and said: “I think we are close to that. It’s easy to understand something general, you ask any player, he will say the same. If it keeps this way, it will be a moment that we have no other option, but let’s see.”

The fact that Rodri suffered a serious knee injury in the title clash against Arsenal may well have been coincidental, but it certainly gave further credence to his concerns.

The Club World Cup to be held next summer has been expanded to 32 teams while the Champions League has also added two extra games at the group stage and the FIFA World Cup is set to have 48 nations from 2026. The Nations League has also incorporated an extra quarter-final stage in its finals phase next summer.

From a governance perspective, it’s easy to understand why more games are being arranged.

The appetite for football has become insatiable, and more games mean more gate receipts, more broadcast revenue, more sponsors and more entertainment.

But the flip side is that more game time puts increasing pressure on football’s golden geese – the players.

Manchester City played 120 times across all competitions over the past two seasons, for instance and late last year, their coach Pep Guardiola, warned of what might happen.

He said: “There is only one solution to change something. Maybe if all the players decide for themselves to say ‘stop’, then you have to change something. And then FIFAUEFA will maybe react a little bit.”

The relentless schedule is becoming exhausting, with fewer rest periods increasing fatigue, which has an effect on mental and physical wellness and could see the stars of the game facing extended periods off the pitch.

Professional Footballers’ Association (PFA) CEO, Maheta Molango, last year underlined the power that players have to shape the game.

“There’s an increasing awareness that if those responsible for the game fail to take necessary action, it will eventually fall upon the players to say ‘enough is enough’,” he said.

“When tournament competitions are expanding without player consultation or even prior notification, it should be clear that players now need to have a central role in shaping the big decisions about the game’s future, meaning a constitutionally recognised ‘seat at the table’.

“Reducing the overall number of games is one part of the solution. Ringfenced in-season and between-season breaks are also vital to give players a chance to maintain physical fitness over a sustained period of time.

“Fixture scheduling should never compromise players’ fitness and well-being. For those at the top of the game, it should set alarm bells ringing when leading players are making the decision to independently manage their workload. It’s time for football to prioritise its most valuable asset: the players.

“Legal action is the unfortunate but inevitable consequence of major stakeholders within the game – the leagues and the players – being ignored. As always, it’s the players who are expected to bend. As we have seen, eventually they will break. It has to stop.”

A PFA statement this week warned that Rodri’s comments should be a “serious wake up call” to football’s governing bodies. “Players and their unions have asked to be listened to and to be a central part of these processes. When they are ignored then the natural consequence is that players will begin to consider all options available to them.”

A 2023 report published by the international players’ union, FIFPRO, found that due to an expanding calendar, the workload and pressure for players had significantly increased, resulting in less time for rest and recovery, and sleep deprivation due to constant traveling.

Supported by top European leagues, including the Premier League, representing 39 leagues and 1,130 clubs in 33 countries, FIFPRO filed a complaint against FIFA over its “abuse of dominance” in football to the European Commission’s antitrust arm.

A statement published in July read: “The international match calendar is now beyond saturation and has become unsustainable for national leagues and a risk for the health of players. FIFA’s decisions over the last years have repeatedly favoured its own competitions and commercial interests, neglected its responsibilities as a governing body, and harmed the economic interests of national leagues and the welfare of players.

“National leagues and player unions, which represent the interests of all clubs and all players at the national level, and regulate labour relations through collectively agreed solutions, cannot accept that global regulations are decided unilaterally.

“Legal action is now the only responsible step for European leagues and player unions to protect football, its ecosystem and its workforce from FIFA’s unilateral decisions.”

FIFPRO’s Europe president David Terrier warned players were burnt out, physically and mentally, with a survey showing that over 50% of respondents said they had been played while carrying an injury.

“There is an emergency – we are in danger,” said Terrier. “Players have gone beyond the limit and the international timetable is full to the brim.”

FIFA has responded, accusing leagues of “acting with commercial self-interest” and “hypocrisy” by sending their players on “extensive” global pre-season tours.

A spokesman said: “The current calendar was unanimously approved by the FIFA Council, which is composed of representatives from all continents, including Europe, following a comprehensive and inclusive consultation, which included FIFPRO and league bodies.

“FIFA’s calendar is the only instrument ensuring that international football can continue to survive, co-exist, and prosper alongside domestic and continental club football.”

In March, FIFA also announced a taskforce to look into player welfare principles such as mandatory rest periods to balance the demands top players face in Europe to demands for more matches in less developed regions.

Some argue that Rodri’s concerns may actually only affect players at the very top level, such as La Liga president Javier Tebas.

“We always think of 150 or 200 players who play all the games. But in Europe, there are more than 50,000 players who don’t play all those games and don’t have the problem of the match load.

“Football cannot be governed by what happens to 250 players, but by the rest because, in addition, all these new tournaments would economically empty the national leagues and impact the salaries of other players with fewer club revenues.”

The comments by Tebas are backed up by a recent study by the CIES Football Observatory – a research group at the International Centre for Sports Studies, external – on schedules and player workload suggested that most clubs are not playing more matches per season.

Its report found that between 2012 and 2024, the average number of fixtures per club and season sat at just over 40, with about 5% of clubs playing 60 or more games per season.

That said, Tebas did later say that a players’ strike would be welcome if it resulted in the Club World Cup ending, especially now it has expanded so considerably.

“If this strike serves to solve the issue of the calendars, but not to remove clubs from the national leagues but so that the Club World Cup does not exist, so that the dates are better restructured, then it is welcome because something has to happen.

“We will take the appropriate legal action, but if the players’ union decides to go on strike for this reason, which we have already discussed with them, it is not just a problem of over-saturation of matches with 70, 80, 100 players, it is a much bigger problem, it is affecting the entire industry.”

FIFA President Gianni Infantino rejects the assertion that the world governing body is to blame.

“FIFA is organising around 1% of the games of the top clubs in the world. 98-99% of the matches are organised by the different leagues, associations, confederations,” he said.

“FIFA is financing football all over the world. The revenues that we generate are not just going to a few clubs in one country, the revenues that we generate are going to 211 countries all over the world.

“Our mission is to organise events and competitions, and to develop football around the world because 70% of the Member Associations of FIFA would have no football without the resources coming directly from FIFA.”

There have been some critics who argue that players are on big money, that it’s up to their clubs to manage elite player workload rather than blame the governance.

Clearly the game has changed from the days when Arsenal, for instance, played 70 games in the 1979/80 season.

The pace, the intensity and the travel for matches is unprecedented and something needs to be done before the top players suffer consistent, serious injuries that deny the spectacle that captures the imagination of billions of fans.

The spat is another reminder of the disconnect between players, clubs, governing bodies and broadcasters, who play out their differences in public rather than addressing problems collaboratively.

Clearly something needs to change to balance the appetite of fans and broadcasters with the demands placed on players and club resources.

Liverpool and Brazil goalkeeper Alisson Becker summed up what needs to happen when he commented: “For the supporters, it is amazing. More games, more bigger games, big teams against each other. For us players as well, it is good that you are going to play against the best in Europe.

“Sometimes nobody asks the players what they think about adding more games so maybe our opinion does not matter. But everybody knows what we think about having more games. Everybody is tired of that.

“Whether the number is 30 or 40. It is a matter to sit down all together and listen to all the parts because we understand we have the media and TV, the side of UEFA and FIFA, Premier League, domestic competitions.

“We are not stupid, we understand that people want more games, but the reasonable thing would be for all the people I mentioned – those who make the calendar – to sit together and listen to all the parts inclusive of the players.

“We just need to be listened to. That’s what we would like to do, to sit together and understand what is the thinking of the direction that football wants to go – not only adding games, adding competitions, adding this and that.

“What we want is to give our best for the football, if you are tired you cannot compete at a high level. I want to give my best in all the games I play but we need a solution. It does not look like we are close to a good solution for football sake and players’ sake.”

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The Friedkin Group confirms Everton takeover

Blue Heaven Holdings and The Friedkin Group have confirmed that they have reached agreement over the terms of the sale of Blue Heaven Holdings’ majority stake in Everton Football Club.

The transaction is subject to regulatory approval, including from the Premier League, the Football Association, and the Financial Conduct Authority.

A spokesperson for The Friedkin Group said: “We are pleased to have reached an agreement to become custodians of this iconic football club. We are focused on securing the necessary approvals to complete the transaction. We look forward to providing stability to the club, and sharing our vision for its future, including the completion of the new Everton Stadium at Bramley-Moore Dock.”

FIFA names Verizon as official telecommunication services sponsor

FIFA named Verizon as the Official Telecommunication Services Sponsor for the FIFA World Cup 26™ in Canada, Mexico and the USA, as well as a Tournament Supporter in the USA for the FIFA Women’s World Cup 2027™.

Building on Verizon’s reputation as the go-to communications network partner of choice for sports and entertainment powerhouses, Verizon will now be powering future FIFA World Cup experiences for fans, players, media and more. For the FIFA World Cup 26, Verizon’s connectivity services will play a vital role across stadiums, official sites and various parts of the tournament operations, in what is the first-ever deal between the two organisations.


“The FIFA World Cup and the FIFA Women’s World Cup are events that bring together global communities with a shared passion for the game,” said Hans Vestberg, Chairman and Chief Executive Officer of Verizon. “Verizon is committed to powering experiences that fans love, whether they’re on the ground or on the go. Our partnership with FIFA will power this connection for football fans around the world and enable the type of experience that only Verizon can deliver.”

FIFA President Gianni Infantino added: “Football unites the world, and to unite the world we need to ensure that everyone is connected. Verizon is joining us on this journey to make football truly global, and will create the network that brings fans, players, partners and media alike together in 2026. We believe in the power of unity and, together, we’re excited about how Verizon’s involvement in these two groundbreaking tournaments can help grow the global game.”

The FIFA World Cup 26, the pinnacle of men’s football, is coming to the USA for the first time since 1994 – as well as Canada and Mexico – and will be the largest ever held, with 48 teams playing 104 matches. In partnership with FIFA, Verizon will help cater for the influx of fans, players and visitors around the country – ensuring that networks across stadiums, communities and cities keep fans, players and every attendee connected to all of the action. In addition, Verizon will deploy a programme for international fans to access the Verizon network upon landing in the USA and Canada, ensuring a reliable connection for all visitors.

The FIFA Women’s World Cup 2027™ will be the tenth edition of the tournament, with 32 nations competing for glory. Brazil will host the FIFA Women’s World Cup™ for the first time, becoming the first ever South American nation to host the competition. The USA has hosted the competition twice and won it four times.

As an Official Tournament Supporter for the FIFA Women’s World Cup 2027™ in the USA, Verizon will bring experiences for fans leading up to, during and after the games, including activations, unique giveaways, player meet-and-greets ahead of the tournament, and more.

“How Sportian’s Ecosystem is Revolutionizing Event Management in the Sports Industry”

Marcos Gonzalez , Sportian’s Head of Value Proposition in an interview with iSportConnect’s Taruka Srivastav highlights the  sophisticated capabilities of Sportian’s Competition Management suite, positioning it as a game-changer for event organizers, providing innovative solutions to optimize efficiency, stakeholder engagement, and operational success in the sports and entertainment industry.

Sportian has been revolutionizing the sports and entertainment industry with innovative solutions. Can you share the vision behind the creation of Sportian and how it has evolved since its inception?

Our vision when we created Sportian was to reinvent sports and entertainment by empowering organizations to craft digital strategies and foster new growth, primarily driven by data and AI. While the core vision remains the same, our journey has been marked by significant milestones that have helped us expand into new regions and sports. For example, our partnerships, such as with LA Clippers in the US or ONE Championship in Asia, have allowed us to adapt and develop our products globally.

One of the key offerings of Sportian is your Competition Management suite. How does this platform stand out in the industry, and what specific needs does it address for event organizers?

It’s a one of a kind offering. It’s the only digital product suite designed specifically for managing sports events in a seamless, integrated way. Through a single platform, we offer various modules tailored for players, event organizers, and officials. Whether it’s registration, communication, or administrative tasks, everything is streamlined digitally.

What sets this solution apart is its laser-focus on sport and relevant AI tools. For instance, we have a scheduling algorithm that calculates optimal match times to attract the highest audience, and our dynamic pricing tools maximize ticket sales. By automating many of the traditionally manual processes, such as kit selection, lineup sharing, and referee documentation, we ensure that event management is error-free and efficient.

How does your ecosystem cater to different stakeholders, like players, referees, and organizers, in a sports event?

Our solutions are modular and designed to meet the unique needs of each group involved in the competition. For players, it provides a platform for registration, performance tracking, and even interaction with fans. Event organizers benefit from tools that help manage the entire event lifecycle, from initial planning to post-event analysis. Referees can upload essential documents, track disciplinary actions, and manage other administrative tasks seamlessly. Each stakeholder has access to personalized tools within the same ecosystem, creating a smooth, connected environment.

You’ve mentioned AI tools like dynamic pricing and match scheduling. How do these features enhance the experience for both organizers and fans?

The AI-driven features are critical in improving both the operational efficiency of event organizers and the experience for fans. With dynamic pricing, for example, ticket prices can rise and fall based on demand and other market factors, ensuring the event reaches its maximum attendance potential. Our Calendar Selector, powered by AI, ensures that matches are scheduled at times that maximize audience engagement and viewership. For fans, this means getting access to the best possible experience, while for organizers, it helps avoid scheduling conflicts and boosts attendance.

The sports and entertainment industry has been slow to embrace digital transformation. What challenges does Sportian address in this area?

One of the biggest challenges has been the lack of digital integration. Many sports organizations still rely on manual processes, leading to inefficiencies and inconsistencies. Our Competition Management suite addresses this by offering a fully digital environment where all stakeholders can collaborate seamlessly. By embracing a data-driven approach, we help organizations manage events more efficiently and gain deeper insights into their operations and audiences.

Additionally, the suite enables clubs and teams to better understand their fanbase. Most fans only engage with teams during matches, but with our platform, teams can track fan interactions throughout the week, creating opportunities for deeper engagement and monetization beyond just game day.

Looking ahead, how do you see technology reshaping the sports industry over the next 5-10 years, and where does Sportian fit into this evolving landscape?

Technology is already reshaping the way fans consume sports, and that trend is only going to accelerate. We see more fans turning to streaming, apps for stadium access, and using data to assess team performance. In the next 5-10 years, this shift will deepen, with fans expecting more personalized and immersive experiences.

Sportian is at the forefront of this change, providing the digital ecosystem that organizations need to not only keep up with this shift but lead it. We allow sports organizations to integrate all their tech and data in one place, helping them analyze and act on insights in real time. This is how the future of sports will be shaped—through data, connectivity, and personalized fan experiences.

Lastly, how do you envision Sportian’s ecosystem evolving in the future to continue meeting the needs of event organizers and stakeholders?

The future of our ecosystem will likely involve even deeper integration with AI and data analytics, allowing for more predictive capabilities. We’re looking into features that will help event organizers make even more data-driven decisions, such as predicting fan attendance based on historical data or optimizing event logistics in real time.

As sports become more digital, the need for a platform that can handle this complexity will only grow. Our vision is to continue expanding the capabilities of our products and services to ensure they remain the go-to platforms for organizing sports events globally. We are constantly listening to our users and evolving based on their feedback, ensuring we stay ahead of industry trends.

iSportConnect welcomes Railsr as latest client

iSportConnect is delighted to announce Railsr as the latest client of its Advisory division.

Railsr is a leading white label embedded finance platform that delivers branded digital wallets, cards & rewards programs.

Railsr, a pioneer in the financial services industry, offers a turnkey suite of APIs, enabling companies to build, launch, and scale financial solutions. By providing a fully customisable and compliant infrastructure, Railsr gives clients the ability to enhance customer engagement, create new revenue streams, and have their product up and running within a matter of months.

Joe Rowland, Head of Partnerships, iSportConnect: “We are delighted to welcome Railsr to the iSportConnect network. We have been speaking for a while and it has become increasingly clear that together, we can drive real innovation in regards to financial products and fan engagement in sport. Railsr are intent on working with sports organisations to drive this change and we are excited to support Railsr on this mission.”

Erica Katsambis, VP Partnerships: “ Railsr is delighted to be partnering with iSportConnect. Together we are championing thought leadership, driving powerful network connections and helping sports organisations in their digital transformation journeys. Bringing branded experiences to life is at the heart of Railsr and we are thrilled to be unlocking new and disruptive use cases to drive fan engagement through meaningful financial products.”

iSportConnect Advisory is a full-365 service offering strategic guidance, market positioning and relationship building in sport. iSportConnect is helping many organisations, such as InCrowd, ATPI, Magnifi, Tixr, EXL, mycrocast, Ably, CRED and many more, drive new business in sport.

Sportway and DMC Production Revolutionize Ice Hockey Broadcasts with AI-Driven PTZ Camera Technology

Sportway and DMC Production have announced their groundbreaking achievement as the first companies to utilize Studio Automated’s AI technology for controlling professional PTZ cameras in a multi-camera production of all twelve venues of the Synerglace Ligue Magnus, the premier ice hockey league in France. This innovative approach marks a significant milestone in sports broadcasting, combining cutting-edge AI capabilities with unmatched production quality.

Managed from DMC’s state-of-the-art production center in Stockholm, the deployment of AI technology allows for seamless, high-definition coverage of every game, enhancing the viewer experience with dynamic and precise camera work. The Studio Automated AI system ensures that each moment of action is captured with professional finesse, offering fans an immersive and engaging viewing experience.

In addition to this technological advancement, DMC Production and Sportway have partnered with PlaySight to integrate a VAR (Video Assistant Referee) light solution. This collaboration ensures enhanced accuracy and fairness in officiating, provides real-time review capabilities, and supports referees in making critical decisions.

“We are thrilled to pioneer the use of AI in sports broadcasting for the Synerglace Ligue Magnus. Our goal is to elevate the broadcast quality of French ice hockey and provide fans with the best possible viewing experience. With AI-driven PTZ camera control, we are setting a new standard in sports broadcasting,” said Johan Hedblom, Managing Director of DMC Production, Sweden.

Sportway Media Group’s CEO, Daniel Franck added, “This collaboration marks a significant milestone in our efforts to enhance the production quality of top-level sports events. By integrating AI technology into a broadcast-quality production, we are not only improving the broadcast for fans but also streamlining operations for our production teams.”

“Working with DMC Production and Sportway to implement our AI technology in the fast-paced environment of ice hockey is truly exciting,” said Paul Valk, Founder and Director of Studio Automated. “We are confident that our AI-driven PTZ camera controller will significantly enhance the production value of Synerglace Ligue Magnus games.”

The Fédération Française de Hockey sur Glace (FFHG) supports this initiative, recognizing the potential of AI technology to transform the way ice hockey is presented to audiences. This partnership underscores FFHG’s commitment to innovation and excellence in promoting the sport.

This initiative sets a new standard for sports broadcasting, showcasing the potential of AI technology to transform how live sports are produced and consumed. Thanks to DMC Production’s and Sportway’s visionary approach and technological prowess, fans can look forward to a season of unparalleled coverage.

Government support secured for Glasgow 2026 games concept

Commonwealth Games Scotland (CGS) has secured support from Scottish and UK governments for its proposed plan for hosting the 2026 Commonwealth Games in Glasgow.

In April, CGS revealed details of an innovative, cost-effective and sustainable concept for the Games that could see a scaled back, but high-quality Games being delivered without the need for public funding, utilising existing facilities in the city.

Since then, CGS has further developed plans with the Commonwealth Games Federation (CGF) and other stakeholders – including both the Scottish and UK governments – to ensure that the Commonwealth Games’ high standard of competition can be achieved within the designated budget.

CGS welcomes the support and commitment from both governments which ensures that a 2026 Games in Glasgow has taken a significant step forward to being realised. CGS will now finalise discussions with wider Games stakeholders over the coming weeks and a formal announcement will follow on successful conclusion of the formal process.

Ian Reid CBE, Chair of Commonwealth Games Scotland, said: “Today Glasgow 2026 is one step closer to becoming a reality and we are delighted that both the Scottish and UK governments have backed our proposal.

“We have been clear from the outset that our Games concept for Glasgow 2026 aligns with the CGF’s strategy to make the Games more accessible for future hosts, whilst ensuring that public funds are not required. Glasgow is one of the few cities in the Commonwealth that can deliver on time given its world class facilities, experienced workforce and strong supply chain.

“This is a really exciting opportunity and we will be working hard over the coming days to bring the final pieces of the puzzle together. I would like to thank both the Commonwealth Games Federation and Commonwealth Games Australia for their confidence and financial contributions to the project, which have ensured that the Games can continue, that public funds will not be required and which delivers a significant economic boost to the City of Glasgow and to Scotland.”

Sportian partners ONE Championship to protect content against piracy

Sportian, the sports division of Globant have announced a partnership with ONE Championship, the world’s largest martial arts organization, to protect its content against piracy.

Using Globant Sportian’s Content Protection services, an evolution of the services originally developed by LALIGA, illegal broadcasts can be detected in real-time and tracked across streaming sites, apps, VOD platforms, search engines, social media, and IPTV, enabling rapid blocking and that will help ONE protect the value of its global broadcast agreements.

As Asia’s largest global sports property, ONE broadcasts weekly events to an audience spanning more than 190 countries. The popularity of its events, which feature mixed martial arts, Muay Thai, kickboxing, and submission grappling, has caused a spike in content piracy that threatens the future growth of the organization.

Globant Sportian offers the largest anti-piracy network for sports and entertainment, using advanced detection, analysis, and visualization tools to establish the source of piracy and stop its spread.

With a team of analysts working closely with more than 70 of the world’s largest online platforms, while holding Google TCRP certification, Globant Sportian’s Content Protection successfully removes over 98% of piracy it detects.

The technical information gathered by Globant Sportian’s Content Protection services also plays a crucial role in subsequent legal cases, leading to Dynamic Blocking orders against criminal networks around the world.

James Marsh, Vice President of Global Media Rights for ONE Championship, said: “Piracy is a serious issue that requires speed and precision to counteract any illegal streams and protect both our intellectual property and our broadcast partners. Globant Sportian has shown its commitment to innovating in this space for many years, and we look forward to working with them to ensure our programming is secure moving forward.”

Pablo Lo Giudice, Business Lead for Content Protection at Sportian, added: “ONE Championship is one of the most exciting growth stories in sport, which makes it a key target for piracy rings that are focused on diverting fans’ money out of the industry. We are excited to establish a new partnership in Asia that will reduce the impact that piracy is able to have on fan experiences, broadcast agreements, and local jobs.”

“Belinda Moore on Leading Premiership Women’s Rugby: Driving Visibility, Growth, and Commercial Success for Women’s Rugby”

Belinda Moore, CEO of Premiership Women’s Rugby, discussed her role and the growth of women’s rugby in conversation with iSportConnect’s Taruka Srivastav. She highlights the increasing visibility of women’s rugby, driven by the England team and the upcoming 2025 Women’s World Cup.

Belinda, I’ll just start with an obvious question about your role as CEO of Premiership Women’s Rugby. Can you tell me about yourself and what your current role entails?

I joined Premiership Women’s Rugby, or Premier 15s as it was then, in January 2023 as employee number one. Premiership Women’s Rugby is a new company set up to run what was previously Premier 15s, which used to be wholly owned and run by the RFU, the governing body for rugby in this country. Like other sports, such as football and netball, we’ve decided to grow and build the women’s domestic league by setting it up as an independent company. I’m responsible to 10 shareholders, which include my nine clubs and the RFU as well. Essentially, we run the domestic women’s rugby league in this country, which is a nine-team league with 18 rounds a year, plus semi-finals, finals, and a cup competition.

My background started in broadcasting. I was a producer at the BBC for 13 years before moving on. I worked with Team GB for London 2012, which was fantastic, and over my career, I’ve been fortunate to work on seven or eight Winter and Summer Games. After 2012, I moved into agency life and later into golf, working for what is now the DP World Tour for five years. I was involved in partnership management and our relationship with the PGA Tour, even through the highs and lows of the LIV Golf saga. All this experience—across broadcast, sponsorship, partnership management, and stakeholder management—has been really helpful in my current role.

That’s amazing! You’ve worked across multiple sports. Could you tell me about rugby, especially women’s rugby, and the increasing interest in it? How much has viewership, fan engagement, and overall interest grown over the years?

I think it’s always a visibility issue when it comes to women’s sports. The England team, the Red Roses, have done an incredible job driving visibility. The Six Nations is now shown on BBC One and BBC Two, which really helps build awareness. There’s that phrase: “If you can see it, you can be it.” As the game grows in visibility, we’re starting to build recognizable superstars like Emily Scarratt and Marlie Packer, which increases engagement. The 2025 Women’s World Cup being held in England will be a pivotal moment for the sport, much like the Lionesses’ success in football. We’re all very excited about what’s to come.

Recently, Premiership Women’s Rugby has partnered with various stakeholders, like the recent partnership with Gilbert. Can you share more about your commercial and marketing strategies, and what kind of partners are supporting the league?

Yes, we’ve just signed a great deal with Gilbert, a world leader in what they do, and we’re excited for what’s to come. We also have other deals in the pipeline that I can’t disclose yet. But, I’ll be honest, there’s still a disconnect with women’s sports. You hear headlines like “Women’s sport will be worth £1 billion by 2030,” but in reality, it’s still a challenge to convert goodwill into hard cash. Brands still evaluate sports by traditional metrics like ROI on broadcast and merchandise sales, and women’s sport tends to have smaller numbers in those areas. That said, women’s sport has highly engaged audiences—our fan base is often female, many of them mothers who are household decision-makers. We’re working to help brands see the value in that engagement, but it remains a challenge to shift perceptions.

Are more girls taking up rugby now than before?

Absolutely! The RFU is committed to getting 100,000 women and girls playing rugby in the next few years—currently, there are around 50,000 playing. The Women’s World Cup in 2025 will help drive those numbers up even more. It’s also starting to be played more often in girls’ schools, which is key for increasing participation. The visibility helps, and rugby has so many benefits for mental health, particularly the physical contact aspect, which is a really important part of the game.

You mentioned the physical and mental benefits of the game. Are there grassroots programs in place to encourage more girls to participate, like summer camps?

Yes, grassroots programs are happening all over the country. You can find them through the RFU website or your local rugby club. We launched our season last year with a campaign called “Powered Differently,” which emphasizes that rugby is a sport for everyone. You don’t have to be a specific size or shape—every position requires different strengths. That’s what makes rugby unique; it’s inclusive of everyone, regardless of size, shape, or background.

With the Women’s Rugby World Cup coming up, are there any innovations in competition formats or new leagues that you’re planning to introduce?

Premiership Women’s Rugby is responsible for the top league, and the RFU manages the leagues beneath us. What’s most important is creating a showcase that inspires young girls. We’ve partnered with TNT for TV broadcasts and had four games on BBC Digital this year. Visibility is key, and the quality of rugby is improving every season. We’re seeing rising TV viewership and more spectators in the stands, which is all very exciting. The World Cup will be a huge springboard for the sport’s growth.

I’d like to mention our “Superpower Weekend,” which takes place on a fallow weekend during the men’s Six Nations. There’s no men’s rugby that weekend, so we get the spotlight, and all four matches are broadcast live, which is fantastic. There’s so much exciting stuff coming up for women’s rugby, and we’re actively encouraging brands to join us on this journey now, rather than waiting for us to reach the top.

Do you find it challenging to get brands on board at the earlier stages, rather than when you’ve already reached a certain level?

Yes, you’re right. It’s still a tough sell. There’s a lot of goodwill toward women’s sport, but converting that into something tangible is still challenging. Often, we get put into CSR budgets, which is fine, but we want brands to see us as more than just a charitable cause. We’re talking about professional or semi-professional athletes here, and we need the resources to support them properly. We want brands to come along on this journey with us.