The ECB and Cognizant have announced a partnership which is set to offer recreational cricket fans, players and volunteers an improved digital experience as part of the ECB’s ongoing digital transformation.
As the Official Digital Technology Transformation Partner and Official IT Consulting Partner, Cognizant will be the key strategic partner for the ECB’s recreational game systems programme, which will develop integrated and user-friendly digital systems that simplify the administrative tasks involved in running recreational cricket. The first phase is due to become operational in 2025.
Cognizant will also support the ECB with wider digital and technology initiatives to continue cricket’s growth in England and Wales. A key part of this will be an annual innovation fund, which the ECB will utilise to test early-stage innovations that could grow the game across aspects such as commercial, fan engagement and infrastructure.
ECB Director of Digital and Data, Alison Crowe, said: “The ECB is delighted to collaborate with Cognizant to advance its digital technology transformation. Cognizant bring a wealth of experience in this space and hugely impressive credentials. It’s a new approach for us to be able to work with a partner in this way and the Digital & Data and Technology teams at the ECB are excited to be working with Cognizant, to help transform the recreational game.”
Rohit Gupta, Managing Director UK&I at Cognizant said: “Cognizant is proud to advance innovation in grassroots cricket in partnership with the ECB. Together, we aim to serve its community better with personalised digital experiences that can scale with the ECB’s evolving technology landscape and the needs of everyone involved in the great game.
“This will mean the ECB can make playing and organising cricket more enjoyable and streamlined, and also unlock new and deeper engagement for cricket communities with their services and commercial offerings.”
Major League Baseball has announced a new multiyear international partnership with European workwear leader STRAUSS that makes the German company the Official Workwear Partner of MLB.
The partnership marks STRAUSS’ first league-wide deal in the United States. STRAUSS entered the U.S. market in late 2023, and American brand awareness is the cornerstone of its marketing efforts. The new partnership also affords STRAUSS marketing rights with MLB across Canada, Mexico and Europe. As part of the deal, STRAUSS’ name and logo will adorn MLB batting helmets during the Postseason and regular season games in Europe, as well as MiLB batting helmets all season long, beginning in 2025.
“Whether on the field or in the field, your gear is a source of pride. We know that fans of America’s pastime are loyal, dedicated, and value a job well done — just like the STRAUSS fans around the world who love our family’s iconic ostrich logo,” says STRAUSS CEO Henning Strauss. “We are proud to be the first brand featured on MLB batting helmets in the U.S. We are excited to join the baseball tradition and help the American pastime grow back home in Europe.”
In addition to the Major League platform, STRAUSS is also advertising across the 120 Minor League Baseball teams, starting in 2025. The batting helmets worn during the 8000+ scheduled MiLB games every year will feature the STRAUSS logo and the brand will be promoted further across MLB and MiLB digital media platforms. Minor League players represent the commitment to craft and to personal betterment that STRAUSS customers worldwide can relate to as they pursue their dreams. Minor League Baseball is also the second-highest attended professional sports league in North America (behind only Major League Baseball) and the Minors’ footprint accesses over 70% of the US population—and over one-third of MiLB markets have no overlap with other major Tier 1 US sports franchises.
To further reach baseball fans during the season, MLB has created a new digital content platform focused on stolen bases, to be presented by STRAUSS. This platform includes stolen base highlights on MLB Network, MLB.com and MLB social media channels where STRAUSS can celebrate the preparation, strategic thinking and decisive action necessary to support your team in a job well done.
“We are proud that STRAUSS selected Major League Baseball and Minor League Baseball as the marketing platform to introduce its brand to the U.S. market,” said Noah Garden, MLB Deputy Commissioner, Business & Media. “The fact that our two organizations have so much in common — generational legacy, teamwork, dedication to a craft, celebrating a job well done — is a key to what made this partnership so compelling and we’re looking forward to working together for years to come.”
STRAUSS’ strategy of connecting to customers through sports has been in place for more than a decade. In Europe, the company sees a strong crossover between its most loyal customers and the continent’s legion of sports fans. By working with organizations like UEFA (the European governing body of soccer) and clubs including Bayern Munich of the German Bundesliga and Liverpool FC of the English Premier League, STRAUSS has been able to maximize its brand recognition in a key demographic.
It is a strategy that has also proven valuable for American sports organizations looking to make an impact in Europe. The company’s European division already works with the NFL and Kansas City Chiefs. Even the rock band Metallica has partnered with STRAUSS to drive growth in the European market.
STRAUSS believes Major League Baseball and Minor League Baseball represent an opportunity for all three organizations to build a similar relationship with dedicated baseball fans in the United States, North America, Latin America, Europe, and beyond.
The Centennial Authority has approved an arena naming rights agreement between Lenovo and the Carolina Hurricanes to rename the team’s home arena “Lenovo Center” beginning this September. The agreement will run for 10 years, through the 2033-34 National Hockey League season.
“Lenovo has been a valued partner of ours for many years,” said Fork. “We’re thrilled to elevate that partnership now by renaming the arena Lenovo Center. Lenovo has both strong local ties and a worldwide footprint, and we’re proud to have the Hurricanes’ name associated with a true leader in global technology. As we transition to this new era, we are grateful for our longtime naming rights collaborator, PNC, who will continue to be a major partner of our organization.”
“This is an exciting day for Raleigh, Wake County, and the whole state of North Carolina,” said Philip Isley, Chairman of the Centennial Authority. “This partnership is about more than just re-naming the arena. Lenovo will play a vital role integrating technology into our upcoming arena renovations and enhancements. Lenovo has deep roots in North Carolina, and we’re thrilled that they are strengthening those roots with this naming rights agreement.”
“Lenovo has called North Carolina our home for nearly two decades. Like the Hurricanes, we take great pride in being a part of the Triangle community and we’re excited to expand our partnership with a world-class sports organization,” said Ryan McCurdy, Senior Vice President and President, Lenovo North America. “The arena is one of the most recognizable venues in the state and the newly named Lenovo Center will continue to be the premier destination for people to enjoy sporting events, concerts, and more.”
In this week’s View From Africa piece Cynthia Mumbo, CEO of SportsConnect Africa highlights how BingwaFEST, the first-of-its-kind multisport tournament in East and Central Africa, has been making waves across the Kenyan sporting landscape since its launch in June 2024.
With a focus on four sports – 3×3 basketball, rugby, athletics (track), and football – across seven regions, culminating in a thrilling national final, the tournament has quickly established itself as a cornerstone of the region’s sporting scene.
One of BingwaFEST’s most noteworthy achievements is its unwavering commitment to gender equality. By offering equal prize money to both men’s and women’s teams in all four sports, the tournament has challenged traditional gender biases and provided a powerful platform for female athletes to showcase their talent and compete on a level playing field. This landmark decision has not only inspired young girls and women to pursue their sporting dreams but has also sent a strong message about the importance of gender inclusivity in sports.
Beyond the competitive aspect, BingwaFEST has transcended its role as a sporting spectacle to become a catalyst for community development. The tournament has fostered a sense of unity and pride among local communities, brought people together through a shared passion for sports, and created numerous employment opportunities, ranging from event management and logistics to hospitality and media services.
By investing in local infrastructure, such as improving basketball courts in every region visited, BingwaFEST has also laid the groundwork for sustainable sports development and community engagement. The tournament’s success serves as a blueprint for the future of sport in Kenya and the wider East and Central African region.
Key Statistics:
Total Athlete Headcount: 21,000
Total Prize Money (For Regions): Ksh120,000,000 (USD910,000)
Prize Money per Team (Men and Women):
3×3 Basketball:
Winners: Ksh500,000 (USD3,800)
1st Runners Up: Ksh250,000 (USD1,900)
2nd Runners Up: Ksh100,000 (USD760)
MVP: Ksh25,000 (USD190)
Football:
Winners: Ksh1,000,000 (USD7,600)
1st Runners Up: Ksh500,000 (USD3,800)
2nd Runners Up: Ksh250,000 (USD1,900)
Top Scorer: Ksh50,000 (USD380)
Rugby:
Winners: Ksh1,000,000 (USD7,600)
1st Runners Up: Ksh500,000 (USD3,800)
2nd Runners Up: Ksh250,000 (USD1,900)
Player of the Tournament: Ksh50,000 (USD380)
Athletics (Track):
Overall Winners (Men and Women): Ksh100,000 (USD760)
Individual Event Winners: Ksh50,000 (USD380)
Beyond the Numbers: A Community Impact
BingwaFEST has not only fostered a sense of unity and pride among local communities but has also created numerous employment opportunities, ranging from event management and logistics to hospitality and media services. By investing in local infrastructure, such as improving basketball courts, the tournament has laid the groundwork for sustainable sports development and community engagement.
A Blueprint for the Future of Sport in Kenya
The success of BingwaFEST serves as a blueprint for the future of sport in Kenya and the wider East and Central African region. The tournament’s innovative approach to sports development, coupled with its emphasis on gender equality and community engagement, has demonstrated the immense potential for sports to drive positive change.
As Kenya continues to embrace sports as a vehicle for social and economic progress, initiatives like BingwaFEST will play a crucial role in shaping the nation’s sporting landscape and inspiring future generations of athletes. By replicating this successful model in other regions of Kenya and beyond, the country can harness the power of sports to build stronger communities, create opportunities for young people, and inspire a new generation of sporting heroes.
Meet our partners Magnifi and Sportian at the International Broadcast Convention (IBC) 2024.
Magnifi
Witness the best of Magnifi’s partnerships live at the upcoming IBC 2024 event. Visit them at booth 5.H52 (Magnifi) or booth 7.D06 (CuttingRoom) to learn more.
Globant & Sportian will be a part of IBC – International Broadcasting Convention 2024
Luciano Marcos Escudero, VP of Media Engineering at Globant, will be joining an expert panel discussion focused on industry reinvention through AI. He’ll be sharing his insights and expertise on how AI is transforming media workflows for greater efficiency and innovation.
Panel Topic: Accelerating Efficiency with AI-powered Workflows Date: September 15, 2024 Time: 14:00 – 14:45 CET Location: Hall 14 | AI Tech Zone
Register now and meet them at their booth to explore the future of media technology- https://lnkd.in/dT_m9FNW
Olympic advisor Michael Pirrie outlines how Paris has now joined London and Sydney in hosting monumental Games that have brought the world together around epic sport.
The dramatic Paris rains that shadowed the Olympic Opening Ceremony of boats and athletes down the Seine also returned for the closing of the Paralympics, bookending a unique summer of sport that both weathered and captivated a world in crisis
The driving rains would clear and reveal a landscape of stunning Paris landmarks and backdrops that enthralled a troubled world.
The settings for the Paris Games will live long in the world’s memory of the Summer of 2024
Rarely, if ever, has sport been showcased in as many wonderous city locations – from the yellow, orange and red settings of the sun behind the Eiffel Tower to the light shows that followed, illuminating the Arc de Triomphe and grandeur of the Games
PINNACE OF SPORT
Paris 2024 was a reminder the Olympic Games and Paralympic Games are still far ahead of other major events on the global sports calendar, with a unique capacity to bring the world together even in dark times.
The Games provided a temporary escape hatch in troubled times.
The world gathered in one city as teams from more than 200 nations and territories journeyed to Paris against a backdrop of growing political oppression, economic and social inequality and climate change and uncertainty.
This was the biggest gathering of the global community since the Covid pandemic.
It was also a unique show of trust in sport.
Paris reinforced the Olympic Games and Paralympic Games as the summit of world sport, with stunning, soul stirring performances that captured the imagination of a crisis exhausted world.
Set in the centre of one of the world’s most vibrant cities for culture, literature, film, fashion and architecture, the Paris Games resembled a sporting utopia as enticing as nearby Disneyland.
As well as bringing a divided world together, the Paris Games united a doubtful host nation, fearful of the extreme far right and political gridlock from pre-Games elections and terrorism that has stalked France in recent times.
The success of French athletes on the medal tables radiated across Paris and France and transformed the mood of the host nation.
The Games was a victory for sport over politics.
While the parliamentary elections called by French president Emanuel Macron divided the nation, France united behind the Games that Macron had championed since the start of his presidency.
France rallied around its superstar swimmer Leon Marchand and fellow athletes who filled the post-election political vacuum and lifted the nation.
Paris 2024 was important for the worldwide Olympic Movement.
The Refugee Olympic Team won its first medal, and athletes from every cultural, religious and faith background silenced extreme right wing political groups whose anti-immigration rhetoric threatened the peaceful coexistence of nations and other core Olympic values.
Paris also transcended sport and revealed more about the human condition and condition of the planet.
In a gender equal Games, female athletes made lasting impressions that embodied the wider world surrounding the Games
The US gymnast Simone Biles symbolised the world’s recovery from Covid, and, after withdrawing emotionally and physically exhausted from the Tokyo Games during the pandemic returned to win more gold in Paris.
Meanwhile, US basketball star Brittney Griner, who had been kidnapped by Russian dictator and mass murderer Vladimir Putin on the eve of his full scale invasion of Ukraine, won gold with her team in the last event on the Paris competition schedule after rebuilding herself following a dramatic prisoner swap.
The gender identity boxing controversy which engulfed the Games, complicated by the credibility of the IBA and its Kremlin linked leader, showed the dispute over chromosome doping has deep social and cultural overtones as well as biological origins.
Athletes from all backgrounds and abilities created jaw dropping performances that transfixed the world.
Athletes, like the armless teenage archer, Sheetal Devi, who reinvents what is possible in sport and in life with every arrow she aims and fires during a routine of precision timing, movement and vision rarely seen in sport.
Instead of her arms, which are not fully formed due to a birth defect, the 17-year-old medallist from a remote northern India village, grips her bow between her toes and lifts it with her right leg, before pulling the string back with her shoulder and releasing the arrow with her jaw.
“Archery changed my life. Before, I used to live in a small village and then I started para-archery. I saw that people with disabilities could also do something,” said Devi, who is also an ambassador for a jewellery brand, travels the world, and is on target to become one of the most famous archers since Robin Hood.
NEW GAMES MODEL
Paris was also a unique elite sports event laboratory for a new Games model based on reforms designed to reduce the costs and complexity of the Games while increasing the appeal and long term legacies and benefits from hosting.
The new model, a priority of outgoing IOC president, Thomas Bach, relies heavily on extensive use of existing and temporary venues and spaces instead of new stadiums in order to make the Games more affordable and sustainable with a smaller carbon footprint.
The focus on adapting and using existing venues, spaces and settings to host major sport is also part of a wider global effort by international federations, governing bodies and governments to contain spiralling costs of major events.
The success of the Paris Games was built around the London model that moved sport into the heart of the city and surrounding public spaces and buildings and selected ahead of the French capital to host the 2012 Games.
“I told myself it was not worth putting the whole city in motion, under stress, if we bid on the Games and lost again,” Paris Mayor Anne Hildago, said in a recent interview.
“Then the athletes came to me, they told me, ‘We have ideas, we have studied how London knew how to win.’ ”
The Paris ‘Games Wide Open’ masterplan was also influenced by the Sydney 2000 Olympic Games which brought a breakthrough party atmosphere to the Olympic sports event experience, overseen by recently retired senior IOC vice president and trusted Bach advisor, John Coates, one of this generations most influential and successful Olympic Games strategists.
“…Sydney is really the first time the Games were brought to the people, out in the streets for them to enjoy and party,” according to IOC Executive Director, Christophe Dubi.
The success of the Paris Games has helped to cut through a decade of gloom over the affordability and integrity of major international events following the doping and budget scandals of the notorious Sochi 2014 Winter Olympic Games that rocked the sports world.
There have been profound legacies for Paris, with the Financial Times describing the Games as “the city’s happiest collective experience since, perhaps, the Liberation in 1944.”
The benefits from the Games include new rail and metro line extensions connecting under developed neighbourhoods that hosted Olympic and Paralympic events with central Paris.
There will also be more affordable accommodation in the converted Athletes Village, enhancing life in poorer communities
While the high profile cleansing of the Seine remains vulnerable to adverse weather, the final completion of the river’s restoration looms as a significant community and environmental milestone that may also help to revive other polluted waterways in Europe’s capital cities.
The biggest immediate impact may be felt in homes, schools, offices and communities across Paris.
While the confidence and outlook of Paris and France were rocked by a series of devastating terrorist explosions and violent fundamentalist attacks in recent times, pre Games threats to sabotage the Olympics failed.
The attempts to instil fear failed to deter residents from attending the Games and filling venues – even after a terrorist plot targeting Taylor Swift concerts in nearby Vienna was foiled.
Parisians refused to succumb to fear and were resilient in the face of violence that had darkened France and Europe following Russia’s murderous invasion of Ukraine and the return and reactivation of fundamentalist terror cells on the continent.
“We needed to do something very powerful, very strong, very engaging for young people,” said the Paris Mayor, a driving force to bring the Games to the French capital.
“I saw the disarray, the fear, the anxiety. I said to myself ‘How can we turn this around. Something must be done. We must seize this opportunity that the Olympics and Paralympics are, to do what we have to do,” she said in relation to the toll from terrorism on her city.
CONCLUSION
Paris has joined Sydney and London in hosting iconic Games that have impacted and inspired the world.
The trinity of Games provide essential lessons for future international organisers to help future proof their events in the current prolonged period of global change and unpredictability
SPORTEL Monaco 2024: A highly anticipated return and exciting new developments!
SPORTEL Monaco, the unmissable event for sports media rights and technology professionals, is excited to announce its 2024 flagship conven8on. From 28 – 30 October, the Grimaldi Forum in Monaco will once again host industry leaders for three days of conferences, exhibitions, and networking, centered around the most important market floor for sports media.
As always, SPORTEL Monaco will bring together influential industry players, such as the legendary LALIGA President, Javier Tebas and for the first time following the broadcast success of Paris 2024, Yiannis Exarchos, CEO, OBS and Execu8ve Director, OCS, plus J. Michael Evans, Director and President, Alibaba Group and many more, to discuss the key trends and innovations shaping the future of sports media. A rich programme of expert Masterclasses and case study presenta8ons, plus a new sports and generative AI workshop in collabora8on with SVG, will complement the business activities and meetings throughout the three-day event.
” I am committed to upholding the high standards of excellence that have always defined our event. This year is already shaping up to be a great success, with the exhibition space nearly sold out and the addition of a new conference innovation stage to accommodate an even richer programme. More new features are coming before the event begins, including an inspiring Women’s Lunch, to shape the world of business and beyond. I am excited to welcome our community back to Monaco for what promises to be an exceptional event,” announced Loris Menoni, Execu8ve Director of SPORTEL Monaco.
An Afternoon of Insights, Innovation and Networking
In December 2024, SPORTEL is expanding its horizons with the launch of SPORTEL Talks New York, a new ini8a8ve that promises to be an end of year industry highlight in the city that never sleeps. Scheduled for 16 December, SPORTEL Talks New York will be co-located with the SVG Summit NYC (16 – 17 December), the premier event for sports produc8on professionals. This partnership brings together a unique blend of influen8al leaders, innovators, and professionals in the sports media and technology industries.
Unlike SPORTEL’s traditional multi-day events, this new Talks format, offers an intense afternoon of high-impact discussions, thought leadership, and unparalleled networking opportunities in an exclusive seing. SPORTEL Talks New York focuses on creating an intimate environment where meaningful conversa8ons take center stage.
Seize the opportunity to be part of SPORTEL’s next chapter in New York!
“New York has always been a destination wish list by the SPORTEL community for us to host an event, as a pulse of sports media in North America and with major broadcasters and US and European leagues all having a presence here. SVG have been a respected partner and parallel industry driver for many years, and it was a natural next step when invited, to co-locate this new short SPORTEL format at their flagship New York event to explore even greater synergies between the sports business and sports tech communities”, said Laurent Puons, CEO of SPORTEL.
The Return of SPORTEL Miami in 2025: Uni8ng global sports media & tech execs stateside
Last but not least, Miami will host once again a new edition of SPORTEL America, from 1 to 2 April, 2025, at the prestigious JW Marriot Miami, ideally located in the vibrant waterfront and financial district of Brickell.
This two-day market and summit will bring together key decision-makers from international media rights holders, TV networks, streaming platforms, as well as sports tech companies and start-ups from across the Americas and beyond.
It will be a unique opportunity to engage and connect with the dynamic SPORTEL community and participate in innovative masterclasses and presentations as well as targeted networking sessions designed to foster partnerships and business opportunities.
“Following strong demand from our community, we are thrilled to announce the much anticipated return of SPORTEL America to its historic home, Miami. We’ve carefully selected the dates, to take place just before the NAB in Las Vegas, allowing our participants to maximise their presence at both key events. We look forward to reuniting the global sports media and tech industry in this vibrant and iconic location.” explains Agnes Marsan, Executive Director of SPORTEL Miami.
The ECB has signed Zoopla, one of the leading UK property websites, as the Official Property Partner of England Cricket. The partnership will take Zoopla, and cricket, to new audiences across England and Wales.
Zoopla will have nationwide presence at key cricket grounds across the country through advertising and broadcast TV, reaffirming its position as the first place the UK comes to for property prices and to sell and the second most visited property site.
This included the third Rothesay Men’s Test Match at The Kia Oval vs Sri Lanka and the upcoming Men’s series against Australia, including three IT20 games and four ODIs.
Zoopla will also be working with the ECB to sponsor national grassroots initiatives and meaningfully contribute to the development of the cricket community in England and Wales.
Tony Singh, Chief Commercial Officer at the ECB said: “We are delighted to announce this new partnership with Zoopla. Working with such a well-known brand will help to take cricket into the heart of even more communities. As well as seeing Zoopla at our venues, we’re also excited to work with them on grassroots initiatives, supporting our ambition to become the most inclusive team sport in England and Wales.”
Commenting on the partnership, Charlie Bryant, CEO of Zoopla and Houseful said: “We are delighted to be partnering with England Cricket as its Official Property Partner. Like Zoopla, which is known by over 90% of UK adults, cricket is part of our national fabric and we are excited to be supporting it at the national through to grassroots level.”
iSportConnect’s Taruka Srivastav had a chat with Aintzane Encinas, former international football player, current ambassador of LALIGA and founder of Tiximist Foundation to find out about how she is giving back to the game and empowering women’s football.
Can you tell us a bit about your career in football and how it led you to become president of the Tximist Foundation?
My career in football started at a very young age. I have always been passionate about sport and I found in football a way to express myself and grow both personally and professionally. I started as a player in local teams, then at Real Sociedad as a professional player and, during this time, I discovered my passion for sports management and coaching. As I progressed in my career, I became aware of the lack of opportunities and support women faced in this field. This prompted me to found the Tximist Foundation, with the aim of creating a space where women can develop and lead in football, promoting equality and empowerment.
What inspired you to focus on empowering women’s football through the Tximist Foundation?
What inspired me was the realisation of the opportunity gap for women in all fields globally. During my career, I witnessed the barriers women face in accessing quality coaching, adequate resources and, most importantly, visibility. I wanted to change that, and the Tximist Foundation was born as a response to that need. We want to give women the tools and support they need to reach their full potential and be recognised for their talent and dedication.
What is the main mission of the Tximist Foundation and how does it aim to impact women’s football?
The main mission of the Tximist Foundation is to promote women’s equality, leadership and empowerment using football as a vehicle. We want to create an environment where women can fully develop, whether as players, coaches or leaders within the sport. Our impact is based on providing access to education, resources and opportunities that were previously limited or non-existent, helping to build a solid foundation for the future of women’s football. It is based on generating referents in giving visibility with campaigns that help us generate awareness and support for girls and women.
What are the biggest challenges currently facing women’s football, both locally and globally?
The biggest challenges include the lack of investment in infrastructure and specific programmes for women, social inequalities, lack of training, poor media coverage and lack of role models. At a global level, challenges include the high drop-out rate from sport at an early age, poor access to resources and football (even more so for girls) and the consolidation of competitive and sustainable women’s leagues, while at a local level it is about generating interest and support from the grassroots, from young players to clubs and federations, mentoring, training and leadership.
How does the Tximist Foundation address these challenges?
The Tximist Foundation addresses these challenges on multiple fronts. We work on the creation of training and development programmes for female players and coaches, we collaborate with clubs and schools to promote the inclusion of women in their structures, and we organise events that make female talent in football visible. We also strive to increase the media representation of women in sport, which is key to changing public perception and generating more support.
Can you describe some of the key programmes or initiatives that the Tximist Foundation has implemented to support women in football?
Our main event is the TXIMIST CUP, an international tournament for clubs invited for their work for women’s football, where we compete in 3 categories: U14, U17 and LEGENDS. As you can see, this is the age group with the highest dropout rates and a category for the recognition and generation of referents. In addition to this, one of our key programmes is training for girls and boys with our experienced methodology and international training, in which we offer training in leadership, sports management, coaching and personal development to people who wish to take on leadership roles in football. We also have the She Leads Congress, which connects professionals from the world of football such as sports directors, managers and experienced coaches, sharing their experiences and generating knowledge. We are a Foundation that provides a platform to showcase talent, promoting inclusion and gender equality in sport.
How do you ensure that these initiatives reach and benefit young women and girls from diverse backgrounds?
We ensure that our initiatives reach a diverse audience through partnerships with schools, sports clubs and national and international organisations. We offer scholarships and financial support to ensure that girls and women from the most vulnerable backgrounds have access to different activities and materials. The Foundation works actively to adapt to local needs and to contribute to the developmental needs of girls and boys.
What role do mentoring and role models play in your programmes and how do you involve successful athletes in your initiatives?
Mentoring and role models are central to our programmes. We believe that young girls need to see real examples of women who have achieved success in football to motivate them to believe in their own abilities. We involve successful sportswomen in our initiatives by inviting them to participate as mentors, speakers and coaches in our programmes. These women not only bring their experience, but also inspire and guide future generations.
How important is collaboration with other organisations, clubs and institutions in achieving the Foundation’s goals?
Collaboration is essential to the success of the Tximist Foundation. We work hand in hand with different partners, sports clubs, educational institutions and other organisations dedicated to women’s empowerment to expand the reach of our initiatives and ensure they have a lasting impact. We believe that only through strategic partnerships can we create a strong and sustainable ecosystem for women’s football. One of these examples is the collaboration we have with Pixellot, a company that has allowed us to bring the tournament’s footage into homes worldwide, providing visibility and global access to women’s sports.
Can you share any success stories or examples of how your work has had a tangible impact on women’s football?
A clear example of the tangible impact of our work is the Tximist Cup, an international tournament that has allowed more than 10,000 players from different countries to not only compete, but also live their dreams and experience football on a whole new level.
The players not only have the opportunity to compete in a high-level tournament, but also to connect with other players from all over the world, which broadens their horizons and shows them that their dreams in football are achievable. The Tximist Cup is not just a tournament, it is a platform that helps players build confidence, establish international links and, above all, believe in their future in football.
Another success story was shared at this year’s ‘She Leads’ conference. The case of a girl from India who came to receive training as a coach that changed her life. In India, access to sport and even the voice of women is not heard. When she was able to get training, she left the fate that awaited her of getting married at 15, travelled the world as a coach in different places and formed her own platform to help other girls in the same situation in her region. These are things that demonstrate the transformative power that football can have when given the right opportunities. The power of having role models, of seeing that there are other women who are doing it and that it is possible to do it.
How do you measure the success of your initiatives?
We measure success through various indicators, such as the number of women and girls participating in our programmes, the increase in the number of women in leadership roles within football, and the impact on public perception of women’s football. We also collect testimonials and conduct regular evaluations to adjust our strategies and ensure that we are meeting our objectives.
What are your long-term goals for the Tximist Foundation and where do you see women’s football in the next decade?
In the long term, our goal is to establish the Tximist Foundation as a global benchmark for women’s empowerment in football. We want to expand our programmes internationally and continue to influence sports policies to include more women at all levels of football. In the next decade, I hope to see more girls and women enjoying the sport they love.
How do you plan to adapt the Foundation’s strategies to keep up with the changing landscape of women’s football?
We are constantly assessing the landscape of women’s football and adapting our strategies accordingly. This includes incorporating new technologies to improve training and visibility, as well as building partnerships with international organisations that share our mission. We also maintain an open dialogue with players and coaches to ensure that our initiatives respond to their real needs.
As a leader in this space, what advice would you give to young women who aspire to a career in football, either as players or in leadership roles?
My advice would be to never stop believing in your ability to achieve great things. The path may be challenging or complex, but passion, perseverance and commitment always pay off. Look for references, support, surround yourself with brilliant people and never underestimate the power of continuous training. Football is a constantly evolving field, and there are many opportunities for those who are willing to learn and lead with courage.
Chelsea Football Club has unveiled Linglong Tire, the global tyre manufacturer, as our new official global tyre partner on a multi-year deal.
Shandong Linglong Tire Co., Ltd. is a leading Chinese tyre manufacturing company. The company’s products are exported to 173 countries across the world, covering Europe, the Middle East, the Americas, Asia Pacific and Africa, and provides equipment and services for over 100 manufacturing bases of 60 global well-known automakers.
The partnership will enable Linglong to build on its impressive international growth as a tyre manufacturer with a world-class brand and global sales footprint. As part of the partnership, Linglong will provide the tyres for the Chelsea FC men’s team bus in the UK. In addition, Linglong will further activate the partnership through bespoke content as well as exclusive interactions between our star players and the brand. For Chelsea’s international fanbase, Linglong will collaborate with the club to create engaging content and experiences in key strategic markets, as well as build Linglong’s global presence through pitchside placements with the men’s and women’s teams, at Stamford Bridge.
Casper Stylsvig, Chelsea FC’s chief revenue officer, commented: ‘We are delighted to welcome Linglong Tire as our new official global tyre partner, an ambitious and innovative company who are committed to excellence in manufacturing, service and brand. We look forward to contributing to Linglong’s global growth plans and collaborating with a respected Chinese brand to grow our footprint in China.’
Wang Feng, chairman and president of Linglong Tire, said: ‘Becoming the official global partner of Chelsea Football Club is an important milestone in Linglong Tire’s internationalization strategy. We cherish this opportunity and will fully utilize this to showcase the brand charm and product strength of Linglong Tire to the world. We look forward to working with Chelsea to deliver passion and excellence to fans and consumers worldwide, jointly writing a new chapter in our brand development.’
