Serena Williams takes ownership stake in Toronto Tempo

Serena Williams, one of the world’s most celebrated athletes, will be a new owner of the Tempo. Williams joins the team’s ownership group alongside Larry Tanenbaum, Chairman of Kilmer Sports Ventures.


“I am thrilled to announce my ownership role in the first Canadian WNBA team, the Toronto Tempo,” said Serena Williams. “This moment is not just about basketball; it is about showcasing the true value and potential of female athletes — I have always said that women’s sports are an incredible investment opportunity. I am excited to partner with Larry and all of Canada in creating this new WNBA franchise and legacy.”

Williams made her professional debut in Canada in 1995, kick-starting a record-setting career that saw her claim 73 WTA Tour-level singles titles, including 23 major women’s singles titles — the most in the Open Era.

“Serena is a champion,” explains Teresa Resch, President, Tempo Basketball Club. “She’s the greatest athlete of all time, and her impact on this team and this country is going to be incredible. She’s set the bar for women in sport, business and the world – and her commitment to using that success to create opportunities for other women is inspiring – we’re thrilled to be marking the lead-up to International Women’s Day with this announcement.”

As part of her ownership role, Williams will contribute to bringing the Tempo to life visually. She’ll play an active role in future jersey designs and will help forge unique merchandise collaborations with the team.

“Serena Williams is an icon, a role model and a force for change in the world” Tanenbaum concludes. “She’s earned every bit of her incredible success with hard work, tenacity and determination in the face of countless challenges. She exemplifies the very best of what the Tempo stand for – we couldn’t be more honoured to have Serena in our court.”

PPC and Euroleague Basketball announce multi-year partnership

Euroleague Basketball and PPC Group, the leading energy group in Southeastern Europe, have launched their multi-year partnership. PPC becomes the official partner for the Turkish Airlines EuroLeague and BKT EuroCup competitions in Greece until 2027.

As part of this agreement, PPC will have a prominent presence during Greek teams´ games in the EuroLeague and EuroCup, both through in-arena and television broadcasts. Additionally, the partnership will leverage Euroleague Basketball’s expansive digital ecosystem, offering PPC with unparalleled visibility and engagement opportunities across multiple digital platforms. The partnership will also focus on sustainability initiatives, fully aligned with PPC’s mission to promote clean energy solutions and energy efficiency.

“We are delighted to welcome PPC to the Euroleague Basketball partners family. Having a leading energy group join our sponsorship portfolio strengthens our commitment to working with top-tier brands in key industries,” said Gawain Davies, Euroleague Basketball Chief Commercial Officer. “Greece is one of our core markets, and partnering with PPC is a perfect fit for our aspirations to continue growing the Euroleague brand in this territory, enhancing the sport’s reach while delivering an electric experience for our passionate basketball community.”

Sofia Dimtsa, Chief Corporate Affairs & Communications Officer at PPC Group, stated: “It is a great honor for us at PPC to collaborate with a top-tier sports organization that highlights talent, passion, and fair play. The launch of our partnership with Euroleague Basketball marks a new chapter in our already strong relationship with the sport, strengthening our presence in basketball in all its forms. We actively support sports, sustainability, and the values that bring our communities together. We look forward to experiencing powerful moments on the court alongside fans and teams that inspire us.”

As part of its strategic energy transformation, PPC Group is reinforcing its commitment to basketball by supporting the sport across all its forms—from elite Euroleague competitions to 3×3 basketball. This collaboration aligns with PPC’s dedication to promoting sports and sustainable development, emphasizing the core values of teamwork, passion, and sportsmanship. With sustainability at the heart of its mission, PPC invests in initiatives that inspire positive social impact, contributing to a better and more sustainable future for all.

State-Sponsored Sports Investments: A Transformational Global Trend

In recent years, state-backed investments have emerged as a dominant force in global sports, with governments leveraging the sector to achieve strategic objectives. Sovereign wealth funds and government-led initiatives are reshaping the sports industry, driven by objectives such as enhancing geopolitical influence, diversifying national economies, and boosting tourism. This trend spans multiple nations, including Saudi Arabia, Qatar, the United Arab Emirates (UAE), China, and Russia.

Key Examples of State-Sponsored Sports Investments

  • Saudi Arabia: The Public Investment Fund (PIF) has acquired stakes in Newcastle United, allocating over $1 billion to developing the Saudi Pro League, and is a key driver behind the LIV Golf-PGA Tour merger.

  • Qatar: Beyond hosting the FIFA World Cup, Qatar Sports Investments (QSI) has committed hundreds of millions annually to Paris Saint-Germain, transforming it into a global football powerhouse.

  • United Arab Emirates: The UAE hosts high-profile events such as the Abu Dhabi Grand Prix, which contributes over $100 million to the local economy each year. The country also owns Manchester City, now valued at over $4 billion.

  • China: Under its “Sports Powerhouse” initiative, China invested over $3 billion in the 2022 Winter Olympics and continues to make significant investments in developing football academies nationwide.

  • Russia: The Russian government allocated $14 billion for the 2018 FIFA World Cup and continues to support international teams in ice hockey and motorsports as part of its broader geopolitical strategy.

Underlying Drivers of This Trend

  • Economic Diversification: Resource-rich nations like Saudi Arabia and Qatar are strategically investing in sports to develop sustainable industries beyond oil, fostering new revenue streams and job opportunities.

  • Soft Power and Diplomacy: Hosting and owning major sports entities enables nations to project a positive global image and strengthen international relations.

  • Tourism: High-profile sporting events attract millions of visitors, significantly boosting tourism revenue and global visibility.

  • Nation Branding: Investments in elite sports signal modernity, innovation, and global relevance, reinforcing a country’s international standing.

Implications for the Sports Industry

  • Intensified Competition: Traditional sports markets must now compete with state-funded leagues and events offering lucrative contracts to top athletes and teams. Example: Saudi Arabia’s Pro League has lured top footballers like Cristiano Ronaldo and Neymar with contracts exceeding $200 million per year.

  • Shifting Talent Dynamics: High salaries and new opportunities in emerging markets are reshaping global player transfers and athlete career trajectories. Example: Karim Benzema, a Ballon d’Or winner, left Real Madrid at the peak of his career to join Al-Ittihad in Saudi Arabia, a move previously uncommon for elite European footballers.

  • Commercial Evolution: Increased investments are driving innovations in broadcasting, sponsorships, and fan engagement, redefining the business of sports. Example: The Saudi Pro League secured a 650% increase in international media rights revenue in 2023 compared to the previous year.

Conclusion

State-sponsored investments are fundamentally altering the global sports landscape, driven by economic, diplomatic, and branding imperatives. While this influx of capital fosters growth and innovation, it also presents challenges for traditional stakeholders. As more nations adopt this strategic approach, the industry must navigate both the opportunities and complexities that come with it.

The writer Anuroop Talwar is VP – Head AI & Analytics – Sports Media Entertainment & Credit Cards at EXL. Reach out to him at anuroop.talwar@exlservice.com .

SPORTEL Miami 2025: The Global Hub For Sports Media And Tech

The 2025 SPORTEL season is officially underway! Kicking off the year’s events, SPORTEL returns to Miami on April 1-2, 2025, with an enhanced marketplace and an expanded conference summit, uniting the global sports media and tech industry, for two days of high-impact networking, deal-making, and cutting-edge insights. Hosted at the prestigious JW Marriott Miami, in the heart of Brickell’s vibrant waterfront and financial district, SPORTEL reaffirms Miami’s role as a premier sports business hub.

MIAMI: A BOOMING SPORTS BUSINESS DESTINATION

Strategically located at the crossroads of North America, Latin America, and Europe, Miami has become a prime destination for businesses looking to expand across these dynamic markets. The city is also set to host some of the world’s biggest sporting events in the coming years, including, Nascar Cup Series, F1 Miami Grand Prix and FIFA World Cup 2026. These high-profile events, combined with Miami’s growing sports tech ecosystem, further solidify its reputation as a key hub for sports business and innovation.

A THRIVING MARKETPLACE

Over two days, SPORTEL Miami will gather leading media rights holders, TV networks, streaming platforms, and sports tech companies. Participants will include BEIN MEDIA GROUP, CAA ELEVEN, CARACOL TV, DAZN, DFB, FIFA, FIGHT SPORTS, FORMULA E, GLOBO, GREENFLY, HARMONIC, IKO MG,  IMG, INFRONT, LFP MEDIA, MAJOR LEAGUE BASEBALL, MATCHROOM, MEDIAPRO, MULTI TV, NBA, PREMIER LEAGUE, PROTOCOL SPORTS, SPECTATR, SPORTFORIA, TERADEK, TWO CIRCLES, VERITONE, VIVARO, WBD SPORTS, WORLD RUGBY, WPT ENTERPRISES and many more. 

To maximise visibility and ROI, SPORTEL offers all-inclusive packages combining speaking opportunities, exhibition space, and sponsorship activations, providing an exclusive platform for companies to showcase their expertise and connect with key decision-makers.

Check out the participant list: https://www.sportelamerica.com/participant-list

CONFERENCE SUMMIT: A VISIONARY PROGRAMME

The SPORTEL community will be able to enhance its experience with an innovative Conference Summit offering a dynamic lineup of Masterclasses, Keynotes, and Presentations designed to expand knowledge, inspire action and foster meaningful connections. With the rapid evolution of sports media and technology, this year’s summit will tackle the industry’s biggest challenges and opportunitiesincluding the US as a media hub for major sporting events, Generative AI, Live Sports Streaming, Sponsorship, Fan Engagement, and the expansion of European Football Leagues in the US.

Confirmed Speakers include:

  • Janelle Prieto, FIFA World Cup 26 Miami Host Committee
  • Esmeralda Negron, DAZN
  • Shawne Merriman, LIGHTS OUT
  • Dom Hayes, WORLD RUGBY
  • Lowell Conn, PROTOCOL SPORTS
  • David Labrune, LFP MEDIA
  • Eduardo Arias, PARAMOUNT/PLUTO TV 
  • Shifa Garg, SPECTATR
  • Vikash Samota, MULTITV
  • Nicolas Garcia Hemme, LALIGA NORTH AMERICA
  • Yannick Ramcke, ONEFOOTBALL
  • Ethan Podell, GREENFLY
  • Greg Maratea, IRON MOUNTAIN
  • Mat Ratner, GREATER MIAMI CONVENTION & VISITORS BUREAU
  • HARMONIC, VIVARO, with more speakers to be announced…

Explore the full programme: https://www.sportelamerica.com/programme 

“We are thrilled to return to Miami, SPORTEL America’s historic home, where the potential for growth in the sports business sector is immense. In the coming years, Miami will host numerous national and international sporting events, further cementing its status as a global sports hub. SPORTEL Miami will be a unique opportunity for our community to meet and connect with sports media and tech decision-makers from across the Americas and beyond,” explains Agnes Marsan, Executive Director of SPORTEL Miami.

PRESS REGISTRATION on www.sportelamerica.com/press

World Athletics medical division rolls out Race Ready app to safeguard health of runners

 The Matthew Good Foundation – which was established in memory of Matthew Good, who tragically passed away in 2011 while raising money for charity by running the Humber Half Marathon – has today, in collaboration with the medical division of World Athletics, launched an innovative new app, Race Ready, designed to safeguard the health of millions of runners.

Launched with a clear mission to improve runner safety and reduce medical emergencies during endurance running events, it has been designed to provide evidence-based, independent information spanning medical, performance, hydration and nutrition guidance and resources, in a way that is easily accessible for all runners, helping them to stay safe whilst training and racing.

Tim Good, Matthew’s brother and Chairman at The Matthew Good Foundation commented: “Today is a proud day to be launching the Race Ready app as the culmination of years of work to improve race medicine, inspired by the sudden death of my brother.”

Despite being a young man with no underlying medical conditions, and although the benefits of running greatly outweigh the risks, Matthew’s passing highlighted the risks even healthy runners face during endurance events where many runners encounter medical issues when training and racing.

In fact, a study published by the National Library of Medicine (USA) found that in a typical 10km race, around 6 in 1,000 runners require medical attention. Some face serious, potentially life-threatening conditions like heatstroke and hyponatremia (low blood sodium).

With thousands of mass-participation running events held worldwide each year, tragic losses of amateur runners and athletes still occur, and so the app has been developed collaboratively by a panel of leading experts in race medicine, including Dr. Paulo Emilio Adami, Head of Medical Operations at World Athletics, Professor Courtney Kipps, Vice Medical Director of the London Marathon, Professor Rob Galloway, former Medical Director of the Brighton Marathon, and Dr. Amy Boalch, Medical Doctor, London Marathon Medicine Conference Committee Member and a UK Athletics Accredited Coach.

The ambition is to reach as many of the millions of runners that take part in mass participation running events globally each year as possible through the Race Ready app – which is completely free – including through engaging race organisers for whom it is incredibly simple to integrate Race Ready as the new gold-standard in raceday care into their existing practises.

Dr. Amy Boalch explains: “All content within the app is strictly evidence-based, curated and vetted by our World Athletics affiliated team of experts. Now, the challenge is to get the information directly into the hands of runners, to address a crucial gap in the running community whereby at present knowledge is lacking relative to medical issues.”

Boalch adds: “Integration of the app should be a no-brainer for race organisers globally – it’s an easy way to significantly improve raceday care, reducing the number of fatalities and the number of people presenting at medical tents at events up and down the country.”

Matthew’s sudden loss was caused by hyponatremia, and it had a profound impact on his family, friends, and colleagues at his Hessle-based family business, John Good Group, where he worked as a Director. To continue his legacy, they formed the Foundation, a project Matthew had originally envisioned with his brother, Tim, when planning for the company’s future.

Since its inception, the Foundation has been deeply involved in race medicine, funding initiatives that improve runner safety by supporting academic research and providing resources for race organisers. A key achievement was its role in the creation of the International Institute of Race Medicine (IIRM), now part of the World Academy for Endurance Medicine (the medical division of World Athletics).

Good explains: “The Race Ready app is a landmark moment within The Matthew Good Foundation’s journey towards democratising race medicine. It’s not just an app, but a continuation of Matt’s legacy where there is the opportunity to ensure runners worldwide have the tools they need to stay safe and healthy. I believe Matt would be proud of what we’ve achieved.”

In addition to its core educational resources developed in partnership with the World Academy for Endurance Medicine, the Race Ready app also provides race location weather updates and checklists to ensure runners are fully prepared ahead of raceday.

Boalch concludes: “The app will help users understand potential health risks and make informed decisions about their training and participation in events.”

Warner Bros. Discovery secures rights to The Snow League

Warner Bros. Discovery (WBD) Sports Europe will offer even more winter sports this season after securing multi-year rights to The Snow League – the exciting new halfpipe competition created by snowboarding legend and three-time Olympic champion Shaun White, to elevate the next generation of athletes and to engage new winter sports fans.

Described as the future of winter sports competition, The Snow League’s reimagined competitive formats will deliver season-long intensity, relentless clutch performances, and jaw-dropping finishes. The inaugural season sees some of the world’s top winter sports athletes push the limit of human potential by going head-to-head in four exhilarating competitions at some of the world’s most iconic resorts, with events leading up to, and immediately following, the Olympic Winter Games Milano Cortina 2026.

The competition kicks off on Buttermilk at Aspen Snowmass, USA on 7 – 8 March, with all the explosive moments, high-stakes risk, and human drama of halfpipe streamed live on Max and discovery+* across Europe as well as a highlights programme on WBD’s premium linear channels. 

Fans will be able to watch 36 snowboarding stars battle it out for the chance to be crowned The Snow League World Champion including men’s reigning Olympic halfpipe champion Ayumu Hirano (Japan), men’s reigning half-pipe World Champion Chaeun Lee (South Korea) and Beijing 2022 women’s halfpipe medallists Queralt Castellet (Spain) and Sena Tomita (Japan).

Freeskiing will be introduced at the league’s second event in China on 4 – 6 December 2025 and will be featured in all subsequent events.

Event dates and locations:

7- 8 March 2025: Buttermilk at Aspen Snowmass, USA (Snowboard)

4- 6 December 2025: Yunding Secret Garden Resort, China (Snowboard and Freeski)

26 – 28 February 2026: Buttermilk at Aspen Snowmass, USA (Snowboard and Freeski)

19 – 21 March 2026: LAAX, Switzerland (Snowboard and Freeski)

Trojan Paillot, SVP Sports Rights Acquisitions and Syndications at Warner Bros. Discovery Sports Europe, said: “As the Home of Winter Sports, we are proud to bring The Snow League to WBD’s channels in Europe. The addition of this thrilling new snowboard and freeski competition reflects our ongoing commitment to further extending the reach of winter sports, serving dedicated fans while attracting new audiences, and provides the perfect opportunity to expand the storytelling of the sport and its athletes on the road to Milano Cortina 2026 and beyond.”

Omer Atesmen, CEO of The Snow League, added: “Snowboarding and freeskiing have an incredible history and fanbase in Europe. The Snow League will reshape the future of winter sports competition.  Partnering with Warner Bros. Discovery (WBD) Sports allows us to showcase the world’s best talent on the biggest stage across all of Europe, and the world.”

The Snow League is represented by Range Sports to advise on its media rights and commercial partnerships strategy and execution. 

During the 2024/2025 season WBD Sports Europe will show over 1,000 live hours of world-class winter sports for viewers in Europe and Asia on Eurosport, TNT Sports (UK and Ireland), Max and discovery+ covering 25 disciplines across 12 Olympic sports.

DCT Abu Dhabi becomes official global partner of Euroleague Basketball

The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) and EuroLeague Basketball have announced a new global partnership, naming ‘Experience Abu Dhabi’ the official tourism and travel destination of the Turkish Airlines EuroLeague and BKT EuroCup for the remainder of the 2024-25 season. The collaboration further solidifies the emirate as a hub for sporting excellence and a platform for the world’s foremost IPs.

Beginning with the Turkish Airlines EuroLeague Round 27, ‘Experience Abu Dhabi’ will be prominently featured across EuroLeague and EuroCup games, including in-arena signage and live broadcasts. Additionally, the partnership will extend into the digital sphere, with significant brand presence across Euroleague Basketball’s digital platforms and exclusive branded content, amplifying Abu Dhabi’s global visibility.

HE Saood Al Hosani, Undersecretary of the Department of Culture and Tourism – Abu Dhabi, said: “Our partnership with Euroleague Basketball is a significant milestone in Abu Dhabi’s evolution as a premier global sporting destination and a trusted partner for top global brands. As the official tourism and travel destination of the Turkish Airlines EuroLeague and BKT EuroCup, we are proud to champion basketball in the region, driving mutual growth while further igniting passion for the sport. We look forward to welcoming basketball fans from around the world, offering them an unforgettable experience that blends world-class competition with Abu Dhabi’s rich culture, warm hospitality, and vibrant entertainment.”

Abu Dhabi has rapidly established itself as a premier sports hub in the Middle East, hosting world-class events such as the FIFA Club World Cup (2009, 2010), Abu Dhabi Golf Championship, Abu Dhabi World Triathlon Championship Series, UFC events, and the annual Formula 1 Etihad Airways Abu Dhabi Grand Prix. Basketball has also gained traction in the emirate, with Abu Dhabi hosting NBA pre-season games and the USA Basketball Showcase, which featured national teams from the USA, Serbia, and Australia.

Gawain Davies, Euroleague Basketball Chief Commercial Officer, said: “We are delighted to announce this new partnership, which is a natural evolution following the confirmation of the EuroLeague Final Four in Abu Dhabi. The Middle East, and Abu Dhabi in particular, is emerging as a top-tier tourism destination, with sports playing a key role in its leisure and entertainment offerings. This collaboration will reinforce that message, bringing Abu Dhabi’s unique attractions to the global Euroleague Basketball audience.”

The new announcement follows an agreement between Euroleague Basketball, DCT Abu Dhabi, and Etihad Arena to host the Turkish Airlines EuroLeague Final Four in Abu Dhabi, from May 23 to 25, for the first time in history. Hosting the Final Four in Abu Dhabi aligns with Euroleague Basketball’s long-term vision of reaching new audiences and strengthening its 25-year legacy of excellence, marking a significant expansion for Euroleague Basketball into new global markets.

Iron Dames partner with WePlay to drive marketing success

Sports marketing agency WePlay has been appointed by Iron Dames, the ground-breaking project committed to promoting and supporting women in sports where they compete on equal terms with men.
WePlay’s core proposition of unlocking fan value by providing partners with a greater understanding sporting audience behaviour will be utilised to help grow the Iron Dames brand globally.

Founded in 2018 by Deborah Mayer, Iron Dames launched an all-female line-up in motorsport and achieved historic victories and breakthroughs at the pinnacle of world endurance racing, including becoming the first all-female team to win a race in the FIA World Endurance Championship in 2023 and the first to finish second in the championship. In other racing categories, a new generation of drivers is also on the rise aiming to reach the highest level.

The project extended to equestrian sport in 2024, with the first ever all-female, elite show jumping team competing in the most prestigious FEI championships, including Longines Global Champions Tour.

Under the banner “Cannes Stars powered by Iron Dames,” the team triumphed in a spectacular debut in the first round in Doha, Qatar, and secured further victories in Saint-Tropez, Monaco and Riesenbeck.

After a successful first season, the magenta team became the first ever all-female team to win the GCL championship. Following the resounding success of the Cannes Stars, the Iron Dames are doubling down on their mission to champion women in equestrian sport by launching a second all-female team, the Monaco Comets, making their debut in the GCL this season.

Iron Dames CMO, Franziska Baier, said: “The Iron Dames have been experiencing a period of rapid growth, in both motorsport and equestrian worlds following a brilliant first season for the Cannes Stars.

“We sought a creative partner to help us develop and implement impactful content that would resonate with fans, players and partners. Helping to communicate our ambitions and vision for the future of the team and women’s sport. It’s a great start, working closely with Sharon and the wider WePlay team, and we look forward to working together in the year ahead!”

Sharon Bennett, WePlay Head of Client Services and Women’s Sports Lead, commented: “Iron Dames are an inspiring sports brand with incredible athletes, but what matters just as much to WePlay is their purpose to challenge stereotypes and change the narrative of their sport. By helping to raise awareness of Iron Dames, and amplifying what they stand for, we are helping to grow the wider ecosystem of women’s sport, which includes partners and investment”.

“WePlay will provide social media and content strategy, creative execution and at-event social content production. Our team has a wealth of equestrian experience, and this, together with our passion for women’s sport makes It the perfect partnership.”

It’s time to focus on the sporting spectacle and not the pantomime

As another sports docuseries invades our screens, David Granger, director at content marketing agency Arc & Foundry, asks if they hold any value for the fans or the federations.

This month saw the first simultaneous launch of every F1 car in its new livery in London. The spectacle would have been unthinkable ten years ago – or even five years ago – but the popularity of the sport (thanks in no small part to the documentary series on Netflix) meant removing covers outside a garage on a cold pre-testing morning at a closed circuit in Jerez is no longer fitting for the world’s most watched series. 

The fall-out however has been pretty acrimonious and pretty bizarre. One of the drivers, the current world champion no less, was booed when he appeared as was his team principal. Rather than put this down to spectators’ partisan participation (after all sport is nothing if not tribal), the request went out to “not lose sight” of the fact that the pair “have both contributed greatly to the sport we love.” Contribute they absolutely have, but F1 fans choose the teams and drivers they support. 

And those they vocally choose not to. 

Is creating caricatures over the six seasons of Drive to Survive to blame? Does the behind-the-scenes entertainment, the construction and production of a pantomime around a world series overshadow the actual essence, that tribalism, of the sport? 

Exhibit 2 in the collected evidence for this case comes from another documentary streaming series. The Six Nations rugby union championship is one of the hardest, most raw, yet most cerebral, competitions. It attracts sponsors, crowds and interest in numbers (not quite the level of F1, but still considerable), and so a prime candidate for a behind-the-curtain examination of the characters, the sub-plots and the machinations of the teams, countries and players. 

What emerged, however, was one of the most tone-deaf ten minutes in documentary-making – the first episode of the second series released a month ago. In it we had England players discussing their new car in the Mercedes showroom and a fly-half signed with Jay-Z’s Roc Nation marketing group discussing his great hair and world social media domination. We also got sports doc staples: super-super-slo-mo, Wagnerian soundtrack and a new one… throughout the series one of the strangest motifs ever conceived: the excruciatingly awkward video call conversations between wives/girlfriends and the players who were either picked or dropped for the games. No party in any of these brief, stilted exchanges came away with much credibility.

But, all this soap opera/reality TV has been broadcast against a backdrop of some gloom over the English and Welsh domestic games. Historic clubs face financial hardship with Wasps, Worcester and London Irish having gone into administration. Added to this all Premiership Rugby clubs made a loss in 2022/23 and, according to SportsPro.com, their collective losses amassed £30m.

The shame is that Full Contact could, and should, have been a financial and popularity shot in the arm for the sport. However, the third series has been cancelled, the money paid by Netflix is not enough to help save the domestic clubs in financial trouble and, perhaps worst of all for the popularity of the sport, it will no longer be free-to-air on television. There will be less access for fans to follow the games in the UK.

Full Contact should have been a boost for rugby union in Europe. It should have opened up the sport and broadened its fanbase, boosted its sponsorship coffers and ushered in a new era. Instead it failed to recognise the prevailing situation of the sport, and like Drive to Survive, it didn’t address issues. An opportunity missed.

The hope, the expectation is that the spectacle of sport is enough to entertain and enthrall. The supporting, second-screen content is useful to enhance the stories, give them context and different perspectives, but they should, at their heart, represent the sport they purport to be reporting on.

David Granger is the director of Arc & Foundry content marketing agency.

PSV onboards Wasserman to strengthen commercial strategy

Global sports, music, and entertainment company, Wasserman, has entered a strategic partnership with Dutch football giants, PSV Eindhoven (PSV), to help supercharge the club’s commercial strategy. The collaborative effort aims to maximize PSV’s commercial success through a comprehensive process of commercial auditing, partnership strategy development, and market planning. 

Wasserman’s remit will begin with a review of PSV’s current commercial performance, including an evaluation of the club’s sponsorship portfolio and the identification of future growth opportunities. With this foundation in place, Wasserman will craft a tailored commercial growth strategy for the club, with a focus on how to optimize major rights assets. 

Founded in 1913, PSV remains one of Europe’s most decorated football clubs, with 25 Eredivisie titles to its name, alongside major continental honours. The team won the UEFA Cup in 1978 and made history a decade later lifting the European Cup as part of a treble-winning season in 1988. They are one of only eight teams to achieve this extraordinary feat. 

“Our mission is to drive commercial growth and unlock the full potential of PSV Eindhoven’s brand and sponsorship assets, including the most optimal go-to-market strategy” said Wim Mathues, SVP Brands & Properties, Benelux at Wasserman. “This collaboration is a testament to the club’s ambition to remain a leader both on and off the pitch.” 

Frans Janssen, Commercial Director at PSV, added: “Wasserman is one of the most esteemed and credible businesses operating in the sports industry, boasting an unrivalled global network. Home to a dedicated commercial rights division, we know Wasserman are experts in the commercial strategy space. Coupled together with the in-depth understanding of the Dutch football landscape provided by Wim and his team, we are confident they can support us in unlocking the full commercial potential that PSV has to offer, which in turn will help elevate the club to even greater heights both on and off the pitch.” 

The partnership underscores Wasserman’s commitment to supporting football clubs and other leading sports and entertainment rights holders in achieving their commercial goals through strategic innovation and industry expertise.