Jordan Spieth And Under Armour Renew Major Partnership Until 2029

Jordan Spieth took home his 13th PGA Tour victory with his RBC Heritage triumph at Harbour Town Golf Links in Hilton Head, South Carolina, this past weekend, pulling out a win following a sudden-death playoff with Patrick Cantlay. Spieth’s performance coincidentally resulted in his second consecutive Easter Sunday win.  

Under Armour has proudly announced that its 10-year partnership with Spieth has been extended by another four years, until December 2029. This investment in Spieth reflects Under Armour’s continued belief in him, having first signed Spieth as a sprightly 19-year-old with no official tour status in 2013.

“Under Armour took a chance on me,” Spieth told Under Armour founder Kevin Plank in 2020. “I was just leaving school, and I guess in other sports I would have been considered a high draft pick but at the same time I didn’t have PGA Tour status, which in golf means everything,” Spieth said.

Spieth’s performance this weekend demonstrates his incredible perseverance and enduring hard work he’s put into the game. “I’m always trying to just push myself [and] get 1% better each day,” said Spieth, and it’s clear this paid off with his ascension on the leaderboard. After eagles on both par-fives made up for a three-stroke deficit earlier in the day, Spieth took his Ryder Cup teammate to extra holes for a nail-biting finish.  

To show Under Armour’s further commitment to Spieth, his future, and the organizations and individuals he cares for, the brand will be donating over $1 million over eight years to the Jordan Spieth Family Foundation as part of his contract extension. Through the Foundation, Spieth has provided scholarships, grants, and opened golf programs for youth throughout the country with a particular focus on breaking down socioeconomic barriers to the game and furthering education and mentorship opportunities through golf. “I think access is a big thing in golf,” he said in fall of 2021. “It’s a game that I love. So, I figure maybe there’s some people that don’t know that they love it yet.” 

Under Armour is committed to breaking down barriers and improving access to sport all over the world, and we’re proud to be aligned on that mission with Jordan Spieth. “It’s a game that gets you outside,” says Spieth. “It’s active, it’s healthy. It gets you moving around. And I think that’s obviously very healthy, no matter what background, or who you are.” 

“We’re incredibly honored to continue working with Spieth for years to come,” said Sean Eggert, SVP of Global Sports Marketing at Under Armour. “He’s an athlete who truly embodies what it means to strive for more. Jordan’s future is bright, which was evident in his spectacular performance in Hilton Head this weekend, and we look forward to being with him on this journey as he continues to grow with us, challenge us and make us better at what we do. We couldn’t be prouder to have him on our team.”

Icons Series Announces Inaugural USA Event Featuring Biggest Names In Sport At Liberty National Golf Club

Icons Series, a new concept in sporting entertainment, will stage its debut US event at the prestigious Liberty National Golf Club in Jersey City, New Jersey, from June 30-July 1.

Bringing together the world’s most iconic athletes across multiple sports, the exhilarating competition will feature a 9-hole team match-play tournament format, unprecedented access for a global audience and showcase sporting stars like never before. 

Captained by golf superstars Fred Couples and Ernie Els, Team USA will battle Team Rest of the World for bragging rights and the Icons Series trophy, with 14 icons per team.

Fred Couples said: “I love match-play golf and I’m looking forward to leading Team USA at Liberty National in June. The pedigree of the athletes in my team speaks for itself and what could be better than to win at the place of our Presidents Cup victory in 2017. It promises to be a phenomenal tournament and we’re excited to compete against Ernie’s team of international icons.”

Erne Els commented: “It’s always great to see innovations that bring new audiences to golf and the Icons Series does exactly that. I’m excited to be a part of it and really looking forward to leading a team of globally revered icons of sport to compete against my old friend Freddie Couples and his USA team of All Stars and Hall of Famers.

“It promises to be a fantastic tournament and we couldn’t really wish for a better venue. Liberty National is a wonderful golf course with views of the financial district and the rest of Manhattan; it’s such a unique venue and the energy that comes out of that place is just incredible. The guys are going to love it. Knowing how competitive my team is, we’re pretty confident we can come out on top in their own back yard.”

Former WTA tennis world number one Ash Barty will compete for the Rest of the World team and hopes to see the Icons Series come down under. She added: “The Icons Series is an exciting innovation and I’m thrilled to be an Icons Series Ambassador.

“I’m excited to be part of the Icons Series and I hope through my participation in the Series that we can encourage more woman and girls to participate in golf around the world. The Series is also a great opportunity for athletes to have an impact on local community and charity projects in each of the host destinations.

“It’s such a unique opportunity to have fun, test yourself and compete against the world’s greatest athletes in a sport that we are all so passionate about. I can’t wait to experience Liberty National and learn from our iconic captain Ernie Els. I hope all the Aussie fans in New York and New Jersey come out to cheer us on!”

“The Icons Series is a global concept and as a proud Australian, I’m keen to ensure we get to bring the Series to my home country. I think the athletes will love competing on Australian golf courses and visiting our incredible country. Aussie sports fans are some of the best in the world and I know they’ll love experiencing an Icons Series event.”

Global Esports Federation Welcomes IMG As Strategic Partner

The Global Esports Federation today announces the appointment of IMG, a global leader in sports, fashion, events, and media, as its Strategic Partner. IMG will collaborate with the GEF and its Strategic Partner for Esports Services, FACEIT, to shape the inaugural Commonwealth Esports Championships in Birmingham this August. IMG will also support and provide commercial consultancy for the second edition of the GEF’s Flagship event – the Istanbul 2022 Global Esports Games in December.

IMG will utilize its expertise and global reach to further accelerate the rapid global expansion of the GEF’s esports events portfolio, through the staging of live content, brand creation, event management, marketing, media distribution, and partnership rights management.

“We are proud to welcome IMG to our Global Esports family. This is an important strategic partnership, not only for the GEF and IMG, but for players, fans and brands around the world,” said Lorenzo Giorgetti, Board Member and Chair of the GEF Brand, Marketing, Communications Commission. “We look forward to creating tremendous value for the GEF and our worldwide properties together.”

Paul J. Foster, CEO of the GEF emphasized, “It’s the connection and sharing of our human stories that are unlocking the superpowers of our time. We are proud to collaborate with IMG as we help to unite passionate brands with esports, sport, powerful technology and the Global Esports’ limitless innovation. We have seen the magic that powerful partnerships can create for our community. In our #worldconnected community, we level up our collective strengths and unlock opportunities together. Our worldwide collective of GEF partners shares our optimism for the future and deep commitment to our community, elevating esports on the global stage.”

Richard Wise, SVP, Content and Channels for IMG’s media business, said, “This is an exciting year for the Global Esports Federation and esports in general, and we are delighted to bring our expertise in a wide range of areas to ensure these major events are successful. The world of esports has grown enormously in recent years and these two events will provide outstanding entertainment for fans all over the world.”

In 2021, IMG signed a consultancy partnership with the Global Esports Games Organizing Committee and successfully staged the highly-anticipated inaugural Singapore 2021 Global Esports Games. The first-ever GEG attracted over 500 million accumulated views, including 4.4 million global live views during the two-day live event in Singapore.

DAZN Group To Launch New Betting Product DAZN BET With Pragmatic Group

  • Marking an expansion into wider sports entertainment, DAZN Group today announces an exclusive multi-year partnership with Pragmatic Solutions and Pragmatic Play (“Pragmatic Group”) to launch a next generation betting product for sports fans.
  • Under the agreement, a new group of companies has been established to operate a betting service under the DAZN BET brand.
  • This historic deal signals the future of the casual betting landscape. Over the next few years, it will see the development of the world’s first service that combines OTT live sports viewing and betting, creating a more engaging and interactive experience for fans.
  • DAZN is changing the way people enjoy sport. Through this strategic partnership and others, the DAZN platform will become the first truly immersive sports entertainment ecosystem in which fans can watch live and non-live content, consume news and highlights, socialise, and bet.

DAZN Group, the leading sports entertainment business, today announces a strategic partnership with Pragmatic Group to develop a refreshed betting product for sports fans.

Pragmatic Group, a leading platform technology and content provider for the betting and gaming industry, was chosen by DAZN for its innovative and entrepreneurial spirit.

Under this exclusive, multi-year agreement, a new business headquartered in Gibraltar will launch and operate a new betting service under the DAZN BET brand.

DAZN BET will leverage the DAZN customer base and brand under a licensing agreement with DAZN Group. Pragmatic Group will supply the underlying platform and content and be responsible for the ongoing product development.

Responding to what DAZN customers say they want and the trend towards recreational in-play betting, over the next few years the partnership will develop a fun, convenient, and integrated experience for casual bettors to enjoy alongside DAZN’s live sports streaming. There will be both play for fun and play for money products.

Shay Segev, CEO of DAZN Group, said, “The convergence of sports media and betting is the future. This historic partnership brings together the leading sports media company and a technology partner who is committed to developing innovative experiences for fans. It underscores DAZN’s commitment to revitalise the sports viewing experience by offering a broader spectrum of digital entertainment for fans.”

Ashley Lang, CEO of Pragmatic Solutions, said, “It’s an honour for us to partner with DAZN. We know that fans want more integrated, immersive, and interactive experiences, and through our exclusive partnership with DAZN, we can deliver this”.

DAZN BET is expected to soft launch a beta product to coincide with the start of the new football season.

Scuderia AlphaTauri Partners With RapidAPI To Improve Performance And Digital Integration

Scuderia AlphaTauri announces a major multi-year partnership with RapidAPI, provider of the world’s largest API Hub. RapidAPI offers an API platform that enables developers and enterprises to find, connect to, and manage APIs across multiple cloud environments. Millions of developers utilize RapidAPI to connect to tens of thousands of APIs using a single account, helping to power modern software development by improving data sharing and collaboration between multiple environments. The Scuderia AlphaTauri will utilize RapidAPI to improve in-house software applications and ultimately, performance on the track.

Franz Tost, Team Principal of Scuderia AlphaTauri, commented: “We are excited to start this partnership with RapidAPI to showcase how their technology is supporting our team to compete at the highest level of motorsport. No other sport is as reliant on information technology as Formula 1 and achieving the maximum performance requires a combination of human effort and state-of-the-art technology. Iddo shares the same ambition as we do, and I am looking forward to this long-term partnership.”

In a sport where every millisecond and data insight can impact the outcome of the race, RapidAPI enables AlphaTauri to collaborate more efficiently and continually drive performance improvements on the car for every race. In short, RapidAPI enables AlphaTauri:

  • A standardized and centralized hub: RapidAPI Enterprise Hub provides all teams visibility and enables collaboration across all APIs.
  • Faster time-to-market. While some development is long-term projects, many are agile that need to be completed within hours or days. The faster developers can find and deploy code, the better the car performance will be.
  • Maintenance and cost of management. With proper management and visibility into custom APIs, RapidAPI’s platform can save the team management and maintenance costs.

“Scuderia AlphaTauri and RapidAPI have a shared commitment to ensuring that the team is always at the front of the pack by optimizing the relationship between the data and the many teams and partners working behind the scenes on every aspect of the race,” said Iddo Gino, founder and CEO of RapidAPI. “As innovation partners, we are solving the data and integration challenges that have existed across the sport, making Formula 1 a truly API-driven industry. We look forward to collaborating with the team to continue to improve performance and excellence across every aspect of the Formula 1 experience.”

Raffaele Boschetti, Scuderia AlphaTauri Head of IT, commented: “Nowadays, F1 car performance is influenced by the ability to exploit advanced technologies and innovation. We design, simulate and set up the car using different software, many of which are bespoke applications developed over the years using in-house code. With its centralized, Cloud-based API platform and expertise, RapidAPI will play an important role in improving team performance. They will allow us to speed up our development process while having top-quality software available at the track to support our engineers and gain an important competitive edge. We are very pleased to welcome RapidAPI as an important technical partner.”

ELEVEN Secures Belgian Jupiler Pro League Rights In Poland

ELEVEN has secured live and exclusive rights to the Belgian Jupiler Pro League in Poland. ‍Coverage got underway last weekend and will run until the end of the 2024/25 season. ‍

In addition to Belgian’s top-flight league, ELEVEN Poland will be bringing audiences all the action from Belgian cup competitions the Croky Cup and the Pro League Super Cup. ‍

ELEVEN is already the domestic home of the Pro League in Belgium. ELEVEN Belgium delivers a comprehensive package of men’s and women’s football to local fans and has secured 100% distribution for the Belgian game for the first time.‍‍ The ELEVEN Group also holds the international rights to the Pro League in Portugal and Italy.

‍‍Krzysztof Świergiel, ELEVEN Poland MD, said: “The Pro League is a fantastic competition and home to some of the most exciting young talents in football. It will be a great addition to our portfolio of live sport and further strengthens ELEVEN’s partnership with the Belgian game.” ‍

ELEVEN Poland’s portfolio of live football also includes Serie A, LaLiga Santander, Ligue 1 Uber Eats, Liga Portugal and the Emirates FA Cup. From next season ELEVEN Poland will also have the rights to the DFB-Pokal German Cup.

WTA And ATP Team Up To Launch Joint Mobile App

The ATP and WTA have joined forces to launch ATP WTA Live, an all-in-one mobile app for the modern tennis fan. It marks the latest in a series of strategic collaborations to unify the fan experience and storytelling across the Tours.

Available from today, ATP WTA Live brings tennis fans closer to the game than ever before, featuring real-time updates, scores and stats, and behind-the-scenes content from across the ATP and WTA universe.

The new app enables fans to keep up with official scores and results across the men’s and women’s tours, all in one place. Fully customizable notifications will allow fans to tailor their experience around their favorite players, providing up-to-the-minute breaking news, results, and movements in the official rankings. Plus, an integrated library of the latest and greatest behind-the-scenes content will mean fans won’t miss a beat of what’s going on beyond the court.

The app’s launch comes at a time of high demand for a unified fan experience, with a growing contingent of tennis fans signaling their support for both tours. It follows a series of collaborations between the ATP and WTA to align storytelling across the sport, including Tennis United, the hit digital show launched in 2020, and integration of both Tours’ brand and marketing teams.

The focus on delivering a premium mobile-first experience reflects an acceleration towards on-the-go consumption of tennis, with over 60% of web traffic on ATP and WTA channels coming from mobile users, a figure that has more than doubled over the last decade. From today, ATP WTA Live will officially replace both Tours’ existing apps.

“The ATP Tour and Hologic WTA Tour are part of the same season-long narrative and share many of the same events. ATP WTA Live has been launched to make it easier for fans to follow the story of both Tours in one app”, said Dan Ginger, SVP Brand and Marketing, ATP & WTA. “Our broader ambition is to make tennis a more unified, consistent, premium product that serves the modern tennis fan. Launching ATP WTA Live today is a significant step in that journey.”

ATP World No. 5 Stefanos Tsitsipas said, “As players, we know how passionate tennis fans are about both tours. I think it’s really powerful when our sport can come together to tell its story. It’s great to offer fans another window into our shared world through the new joint app.”

WTA World No.3 Paula Badosa said, “Similar to our fans all over the world, we as professional athletes are often on the go. This new joint app will help all of us keep up with the latest tennis news and scores in a much easier way. I’m excited to share this with the fans so they can follow all the action throughout the season.”

San Diego Padres Announce Motorola As First Official Jersey Patch Sponsor In MLB History

The San Diego Padres, in conjunction with Motorola, today announced that the Chicago-based telecommunications giant will serve as the official jersey patch partner of the organization beginning with the 2023 Major League Baseball regular season. A patch of the iconic Motorola “batwing” logo will be woven into the shoulder of the different versions of the Padres uniform. The jersey patch partnership, which was unveiled today through a video featuring third baseman Manny Machado and pitcher Blake Snell, is the first of its kind across all 30 Major League Baseball clubs.

In addition to becoming the official jersey patch partner of the Padres, Motorola will serve as the presenting partner of the Padres Hall of Fame, including all-new interactive technology displays and product integration throughout the exhibit. Additionally, Motorola is prominently featured on signage in left field and in various locations throughout Petco Park.

“Motorola and the Padres share a commitment and passion towards creating meaningful consumer experiences,” said Rudi Kalil, VP and general manager, North America at Motorola. “Being woven into the San Diego Padres jersey is an exciting and pivotal moment for the Motorola brand and our innovative product line, and we’re thrilled to connect with Padres and worldwide baseball fans through this first-of-its-kind MLB partnership.”

“We are thrilled to partner with a quintessential and innovative brand like Motorola to bring cutting-edge technology, design, and performance to Petco Park,” said Padres CEO Erik Greupner. “Motorola’s iconic logo on our jersey is a perfect alignment with our Padres brand, and we look forward to teaming up to provide a great experience for our fans.”

Effective immediately, Motorola will also serve as the Official Smartphone Partner of the San Diego Padres and play a key role as Sponsor of the Padres annual Back to School shopping event providing school supplies and clothing to underserved youths in the area.

Peroni Nastro Azzuro Announced As Official Beer Of Ascot Racecourse And Royal Ascot

Premium Italian beer brand, Peroni Nastro Azzurro today announces a landmark sponsorship with Ascot Racecourse in Berkshire. The agreement will see the popular Italian beer become ‘The Official Beer of Ascot Racecourse’ reinforcing the brand’s premium heritage at the home of some of the most prestigious race meetings in horse racing.

To celebrate this five-year sponsorship Peroni Nastro Azzurro have teamed up with three-time Champion Jockey, Frankie Dettori, who has ridden the winners of more than 500 Group races. The Champion Italian Jockey has been featured in a piece of art created by award-winning artist and art director, Clym Evernden, in one of his signature ink-based designs. The artwork vividly captures a day at Royal Ascot, showcasing the passion, style, glamour, and top-class horse racing that make this event the jewel in the crown of British racing. 

Commenting on the experience, Frankie Dettori said: “I have so many great memories over the years racing at Royal Ascot where I have built a fantastic connection with the fans. Royal Ascot and Peroni Nastro Azzurro embody passion and style, so It’s been a lot of fun working with Peroni Nastro Azzurro and Clym on bringing a touch of Italy to a landmark of the British summer. Hopefully lots of fans can take the time in between the racing to go and see the piece of art inside the House of Peroni at Royal Ascot this summer”

The artwork will take centre stage during the iconic Royal Ascot meet in June where racegoers will have the opportunity to take a break from the action-packed day and relax in the House of Peroni, located in the Village Enclosure situated in the centre of the race track. The House of Peroni will pay tribute to the brands Italian heritage with a Mediterranean-inspired Aperitivo Bar which will proudly display Clym Evernden’s Royal Ascot artwork, further elevating the experience of those in attendance.

Renowned artist, Clym Evernden said: “Royal Ascot is such a huge part of the British summer. It’s been fun delving into what makes it such a special event for so many while adding a touch of Italian style. It’s been a pleasure working on this project with one of the all-time sporting greats. Frankie is one of those athletes that transcends his sport with his infectious character and charisma which I have looked to capture in this piece.”

In addition to the Apertivo Bar, Peroni Nastro Azzurro will also be poured at Royal Ascot restaurants and bars and will be listed on private box menus and as part of the package within the Parade Ring Restaurant for the duration of Royal Ascot.

Tim Clay, Asahi UK, Managing Director said:

“Over the past 300 years, Ascot Racecourse has established itself as one of the most prominent sporting venues in the world, with Royal Ascot becoming a centrepiece of the British social calendar and the ultimate stage for some of the best racehorses in the world. Ascot and Peroni Nastro Azzurro both have a rich history behind them and a very bright future ahead in their respective fields. We’re delighted to be embarking on this sponsorship journey together, and excited in helping to create memorable moments for fans of live racing at Ascot this summer and beyond.”

Felicity Barnard, Ascot Racecourse, Commercial Director said: 

“We are thrilled to welcome Peroni Nastro Azzurro to the Ascot and Royal Ascot family. This sponsorship is another boost to the return of spectators inside sporting venues, and we look forward to many people enjoying a Peroni Nastro Azzurro. We hope to create a long-standing legacy together that will have passion at its very heart.”

As well as Peroni Nastro Azzurro, racegoers will be able to experience other premium beers from the Asahi portfolio including, Asahi Super Dry, Grolsch, Cornish Orchards Gold Cider, Meantime and Fuller’s London Pride.

The drama of Royal Ascot returns on Tuesday 14th – Saturday 18th June, promising to be one of the social occasions of the Summer.

The UCI And Tissot Extend Their Partnership

The Union Cycliste Internationale (UCI) and Tissot are delighted to announce that they have agreed to extend their long-term partnership, which began in 1995.

A highly committed supporter of track cycling, a discipline in which reliability and innovation are very much to the fore, Tissot is the Title Sponsor of the UCI Track World Championships and the UCI Track Nations Cup, and the Presenting Sponsor of the legendary UCI Hour Record.

Tissot’s commitment to cycling extends to all its disciplines, however, as shown by its status as the Federation’s Official Timekeeper and as an Official Partner of the UCI Road World Championships, the UCI Mountain Bike World Championships, the UCI BMX Racing World Championships and the UCI Urban Cycling World Championships (which comprise the UCI BMX Freestyle and Trials World Championships).

The Swiss watchmaker is also a Main Partner of the 2023 UCI Cycling World Championships in Glasgow and across Scotland (Great Britain). The event will be the first to bring all the UCI World Championships in cycling’s various disciplines together across an 11-day period in the same region. More than just a sporting event showcasing elite performance better than ever before, the 2023 UCI Cycling Worlds will also celebrate the values of cycling shared by Tissot.

In 2017, Tissot became the UCI’s first World Cycling Partner, a status that reflects its long-standing commitment to cycling as a whole, to both its classic and its newest disciplines.

The partnership between the UCI and Tissot also encompasses the Federation’s Solidarity Programme, through which Tissot is committed to working with the UCI World Cycling Centre (WCC) by supplying a cutting-edge timing system. Together they are looking into projects that support watchmaking-industry training and apprenticeship initiatives.

UCI President David Lappartient said:

“I am delighted with the continuation of our long-term partnership with Tissot and I look forward to its ongoing development. The UCI and Tissot share a genuine attachment to tradition and history and a belief in the essential need to keep on innovating and offering quality products that appeal to the expectations and tastes of the public and meet its needs. We are proud that a prestigious brand belonging to the world’s biggest watchmaker group has lent its image to cycling. It gives us great pleasure to think that this relationship has benefitted both parties for more than a quarter of a century now.”

Tissot CEO Sylvain Dolla said:

“We are very proud to strengthen our partnership with the UCI and to provide it with state-of-the-art timekeeping that meets the standards of its events and riders, who encapsulate passion, commitment, and the pursuit of excellence. These values are dear to Tissot and reflect what the brand is all about. The dedication of these athletes is worthy of the greatest precision and provides the ideal platform for demonstrating our expertise in this area. Cycling is now part of Tissot’s DNA and a source of inspiration in the creation of quality watches that not only tell the time but also conjure up memories and emotions.”