Premier Padel Announce Agreement To Host The Mexico Premier Padel Major As Part Of Multi-Year Deal

Federación Mexicana de Padel (FEMEPA) and Premier Padel, the official global padel tour – governed by the International Padel Federation (FIP) and backed by the Professional Padel Association (PPA) – are proud to announce that Mexico will host a Premier Padel Major in a multi-year deal beginning this year.

The annual tournament, which will be known as the Mexico Premier Padel Major, is the first major tournament to be announced in North America under the new official Premier Padel tour, and will see Club Sonoma en Monterrey, México host the category one event as Premier Padel continues its rapid expansion.

The tournament will take place from 28th November to 4th December, offering 2000 ranking points to players and record prize money, in keeping with all “Majors” under the new Premier Padel tour.

This announcement is another historic moment for the official circuit that will see padel return ‘home’ to the location it was founded in 1969.

The deal demonstrates the vision FEMEPA has for padel in Mexico – a country that lives and breathes the sport – as well as Premier Padel’s determination to continue taking the sport to the most exciting and historic locations worldwide.

As announced earlier this year, Premier Padel will host at least ten (10) new tournaments in 2022 and 2023 – including four category one “Major” events – the first of which, the Ooredoo Qatar Major 2022 took place in Doha in March, while another of the category one tournaments, the Paris Premier Padel Major at Stade Roland Garros, will take place from 11th July to 17th July. Last week, details of the first category two tournament was also announced; the Argentina Premier Padel P1 will take place from the 8th to 14th August.

Luigi Carraro, President of the International Padel Federation, said:

“We are immensely proud to take padel back to its roots in Mexico for our latest Major announcement. A mission of the Federation is to make the sport of padel truly global – and this announcement is testament to that. We can’t wait to be at the Mexico Premier Padel Major in November. I would also like to extend my thanks to Federación Mexicana de Padel for their support. This is another major moment for padel as our calendar for 2022 continues to take shape.”

Jorge Mañe Rendon, President of Federación Mexicana de Padel, said:

“It´s a privileged for México to be part of padel history and it’s a real honour to host of one of the “Major” Premier Padel tournaments. We want to thank the International Padel Federation and Premier Padel for the trust they have placed in us, we are sure that Mexico will provide an unforgettable padel experience at the Mexico Premier Padel Major for this year and the many more to follow in the future.”

The ‘Mexico Premier Padel Major’ will be broadcast around the world on the likes of ESPN (South America, Central America, Mexico and Caribbean), Sky Sports (Italy, UK, Ireland, Germany, Austria, Switzerland), beIN SPORTS (MENA, South East Asia, Australia, New Zealand, France, Turkey), Viaplay (Sweden, Denmark, Norway, Finland, Iceland, Estonia, Latvia, Lithuania, Poland and the Netherlands), Charlton TV (Israel) and many more.

A.P. Moller – Maersk Partners With BLAST Premier In First Long-Term Esports Deal

Esports tournament organiser BLAST Premier has announced a season-long partnership with leading global logistics company A.P. Moller – Maersk. 

BLAST Premier and A.P. Moller – Maersk will look to use the partnership to bring fans closer to esports through integrated digital campaigns and an MVP activation and broadcast segment.  

The deal will see Maersk’s branding feature across BLAST Premier digital and physical assets, including the remaining six events of the year: Spring Showdown (27 April – 5 May) and Final (15-19 June), Fall Groups (19-28 August), Showdown (19-23 October) and Final (23-27 November) and World Final (14-18 December). 

The collaboration will be A.P. Moller – Maersk’s first long-term partnership in esports and Counter-Strike following last year’s first involvement in the space when Maersk sponsored November’s Fall Final, which saw the long-awaited return of fans to arenas as 25,000 spectators attended Copenhagen’s iconic Royal Arena across three days of CS:GO action. 

The partnership will feature an MVP activation, which will look to reward the best player from each event with a special Maersk MVP trophy. At the end of each tournament, a shortlist of players will be selected with the winner chosen by public vote. 

A.P. Moller – Maersk is an integrated container logistics company working to connect and simplify its customers’ supply chains. As the global leader in shipping services, the company operates in 130 countries and employs roughly 93,000 people. 

Oliver Clarke, Commercial Director at BLAST, said: “We are delighted to welcome back a highly respected and global brand such as Maersk. With a focus on fan-led in-person and digital experiences to engage the Counter-Strike community, we hope to build on the popular MVP segment from last year’s Fall Final Copenhagen. Bringing on board a non-endemic brand such as Maersk is testament to the value partners outside of the gaming and esports space equate to teaming up with BLAST Premier.”

Samuel Poulter, Head of Corporate Branding at A.P. Moller-Maersk, said: “We are proud to be a sponsor of BLAST for the second year in a row. We chose to sponsor the MVP to recognize the enormous skill and tactical intelligence needed in this sport and to engage and interact with the fans who are truly passionate about their teams and players.”

BLAST Premier is a global Counter-Strike tournament series, hosting the best players and teams, offering opportunities to regions across the globe and crowning the world champions of CS:GO. Up to 32 of the world’s best teams take part in the seven BLAST Premier events across the year with a combined prize pool of $2,475,000 on the line. 

FIBA Appoints IMG Licensing As FIBA Basketball World Cup 2023 Global Master Licensee

FIBA, the International Basketball Federation, has appointedIMG, a global leader in sports, events, media and fashion, as global master licensee of the FIBA Basketball World Cup 2023, taking place 25 August – 10 September 2023 in Japan, Indonesia and the Philippines. This is the first time in the history of the competition that multiple countries will host the global tournament, which will feature 32 national teams.

The quadrennial tournament, which is the International Basketball Federation’s flagship men’s event, has grown exponentially since the first event in 1950, with a record 32 national teams (increased from 24) competing in 2019 in host country China, across eight cities, where Spain were crowned champions for the second time.

The multi-year deal will see IMG work with FIBA to develop an extensive range of merchandising products celebrating the FIBA Basketball World Cup 2023. A broad line of products featuring the event logo, its brand identity and marks, the Naismith Trophy, the mascot and the host countries collection will be available for fans in a variety of items, sizes and colours. The program will include products in key licensing categories such as apparel, toys and games, souvenirs, accessories, stationery, homeware, bags and luggage, and much more. 

These items will be available on-site at official promotional events in the lead-up to the World Cup and at all five venues hosting the 2023 competition, as well through other promotional and FIBA partner activities during the event. They will also be available at official fan shops and retailers in the Philippines, Japan and Indonesia and via the official online store.

David Crocker, FIBA Basketball World Cup 2023 Executive Director said: “The Global Master Licensee is an important component in the build up to the FIBA Basketball World Cup 2023 and the road to the Philippines, Japan and Indonesia. Basketball fans are very passionate, and we want their World Cup experience to be engaging, memorable and exciting, and one they will never forget.”

Bruno Maglione, President of Licensing at IMG, added: “The FIBA Basketball World Cup is the pinnacle global event of one of the world’s most popular sports. Basketball at the national team level has grown increasingly competitive with an ever-widening number of countries having a realistic chance to win the top prize – generating more passion, excitement and fan engagement. We will capitalise on that, working with FIBA to create an all-encompassing merchandise and retail programme for fans in all three host countries, as well as those tuning in from around the world.”

Sandeep Tiku To Join DAZN Group As Chief Technology Officer

DAZN Group, the global sports entertainment company, today announces that Sandeep Tiku will be joining the company as Chief Technology Officer.

Sandeep will lead DAZN’s global technology and product teams to drive the next phase of development for its core sports streaming media platform as it integrates new experiences to become an interactive sports entertainment ecosystem and expands into new markets.

Having spent over 20 years designing and developing transformational technology and complex platforms for B2C digital products, Sandeep is recognised as a global technology leader and respected innovator.

Sandeep’s impeccable track record in building complex technology, coupled with his entrepreneurial spirit and customer-centric approach, will be invaluable to DAZN.

His appointment follows the launch of DAZN X, the company’s innovation lab, and underscores DAZN’s ongoing investment in world-class technology and commitment to an exceptional fan experience as it integrates richer and more interactive content for fans to enjoy alongside live sports.

Sandeep joins from Entain, a FTSE 100 global gaming and entertainment company, where he was most recently Chief Operating Officer, and oversaw the technology and operations that supports a portfolio of brands in over 30 markets. During his eight years at Entain, Sandeep was instrumental in developing their industry-leading global platform to be robust and scalable.

CEO of DAZN Group Shay Segev said, “Having worked alongside Sandeep for many years at Entain, I know that he is an exceptional and visionary technologist and the right person to lead DAZN’s technology teams. He will be invaluable as we expand our offering with even more ways to entertain and engage sports fans and forge ahead with transforming the global sports market.” 

Sandeep Tiku said, “To join a company like DAZN that has boundless ambitions and puts the customer at the heart of everything it does, is fantastic. With their vision and my tech experience, the potential is phenomenal. I look forward to working with Shay and the global technology teams to grow DAZN’s platform as a true destination for sports fans across the world.”

Toronto Blue Jays And theScore Bet Announce Groundbreaking 10-Year Partnership

The Toronto Blue Jays and theScore Bet today announce a 10-year exclusive partnership making theScore Bet the Official Gaming Partner of the Toronto Blue Jays. This landmark deal – the first of its kind in the country – brings together two best-in-class Canadian organizations to offer fans innovative and exciting ways to experience the game, both at the ballpark and online.

The historic partnership represents the Blue Jays’ first gaming partner and theScore Bet’s first professional team sponsorship. Teaming up is a natural collaboration for the two Toronto-based organizations with Ontario recently opening its market for sports betting and iGaming to regulated private operators on April 4, 2022.

The deal grants theScore Bet, a subsidiary of Penn National Gaming (Nasdaq: PENN), exclusive national marketing rights that extend across all gaming categories including sports betting, casino, online casino, and fantasy sports. The Blue Jays and theScore Bet also plan to create a branded, premium, 365-days-a-year, flagship sports bar and restaurant at Rogers Centre that will serve as an entertainment hub and destination for fans.

The partnership also delivers new and exclusive in-stadium and digital offerings to Blue Jays fans and theScore Bet users through various sponsorship elements, including two immersive premium seating sections on the baselines, extensive in-stadium branding, in-game features, a host of team-related experiences, and designates theScore Bet as the presenting partner of the Jays Care 50/50 program.

“The fan experience is evolving and this monumental partnership with theScore Bet offers compelling new ways for sports enthusiasts to be a part of the game,” said Mark Shapiro, President & CEO, Toronto Blue Jays. “We are excited to be partnering with a Canadian company that operates at the highest level of the industry and understands our role in Toronto and Canada, to bring baseball to more fans nationwide.”

“theScore Bet is proudly Canadian and we are thrilled to make Canada’s baseball team our long-term partner,” said John Levy, CEO, theScore Bet. “This is a foundational partnership with a team and organization that is deeply embedded in our country’s sports culture. Teaming with the Blue Jays opens up exciting new exclusive marketing opportunities and brings theScore Bet even closer to a huge audience of passionate and engaged fans, both on-site at Rogers Centre and online across our platforms. With our combined loyal audiences and brand affinity in Ontario, we believe this deal will establish a new standard for team and gaming operator relationships as we pioneer innovative ways to experience and interact with the game.”

Levy continued, “We look forward to working with Mark, the partnerships team, and the entire Blue Jays organization on what we know will be a mutually rewarding and successful partnership for many years to come.”

The Toronto Blue Jays and theScore Bet look forward to bringing these partnership touchpoints to life and creating innovative experiences for fans and customers throughout this historic partnership.

IMG To Distribute Kambosos-Haney World Title Fight; Signs Deal With Foxtel

DiBella Entertainment has appointed IMG, a global leader in sports, events, media and fashion, to sell media rights globally for the lightweight boxing world title fight between “Ferocious” George Kambosos Jr. and Devin “The Dream” Haney.

IMG has already negotiated a domestic rights deal with Foxtel to broadcast the bout, taking place on June 5 in front of more than 50,000 fans at Melbourne’s iconic Marvel Stadium, in Australia. The fight will be broadcast by ESPN in the USA in a deal negotiated by DiBella Entertainment and Bob Arum’s Top Rank.

World Champion Kambosos Jr. will put his WBO/WBA/IBF/WBC Franchise and Ring magazine belts on the line against WBC champion Haney to determine the undisputed lightweight champion of the world. Devin Haney is one of the best young fighters in world boxing and travels to Melbourne intent on becoming the undisputed unified lightweight world champion.

Lou DiBella, President of DiBella Entertainment, commented: “I’m thrilled to have signed a deal with Foxtel to distribute the historic Kambosos vs. Haney championship unification bout on their Pay-Per-View channel, Main Event. Foxtel has long been the sports and PPV industry leader on the Australian continent and they are the right partner for an international fight of this magnitude. We thank Sam Stitcher and IMG for their invaluable assistance in negotiating this deal and we’re confident that their involvement will assure the widest possible international distribution for this boxing extravaganza.”

Sam Stitcher, VP, Head of Australasia & Indonesia for Media at IMG, commented: “This fight is set to be the biggest showdown in Australian boxing history and there is huge excitement throughout the world’s boxing community. We are delighted to be working with DiBella Entertainment to ensure the widest possible domestic and international audience, starting with Foxtel in Australia and ESPN in the USA.”

Kambosos Jr. v Haney will be a co-promotion between DiBella Entertainment, Top Rank, Ferocious Promotions, Devin Haney Promotions, Duco Events and TEG Sport. 

Discovery And AT&T Close WarnerMedia Transaction

Combination of Discovery and WarnerMedia Creates Warner Bros. Discovery, Global Leader in Entertainment and Streaming

Today Discovery, Inc. and AT&T Inc.* (NYSE:T) announced that they have closed their transaction to combine the WarnerMedia business with Discovery. The combination creates a premier standalone global media and entertainment company, Warner Bros. Discovery, Inc., which will begin trading on the Nasdaq with the start of trading on Monday, April 11, under the new ticker symbol “WBD.”

Warner Bros. Discovery will create and distribute the world’s most differentiated and complete portfolio of content, brands and franchises across television, film and streaming. The new company combines WarnerMedia’s premium entertainment, sports and news assets with Discovery’s leading non-fiction and international entertainment and sports businesses, including Discovery Channel, discovery+, Warner Bros. Entertainment, CNN, CNN+, DC, Eurosport, HBO, HBO Max, HGTV, Food Network, Investigation Discovery, TLC, TNT, TBS, truTV, Travel Channel, MotorTrend, Animal Planet, Science Channel, New Line Cinema, Cartoon Network, Adult Swim, Turner Classic Movies and others.

“Today’s announcement marks an exciting milestone not just for Warner Bros. Discovery but for our shareholders, our distributors, our advertisers, our creative partners and, most importantly, consumers globally,” said David Zaslav, Warner Bros. Discovery chief executive officer. “With our collective assets and diversified business model, Warner Bros. Discovery offers the most differentiated and complete portfolio of content across film, television and streaming. We are confident that we can bring more choice to consumers around the globe while fostering creativity and creating value for shareholders. I can’t wait for both teams to come together to make Warner Bros. Discovery the best place for impactful storytelling.”

“We are at the dawn of a new age of connectivity, and today marks the beginning of a new era for AT&T,” said John Stankey, AT&T chief executive officer. “With the close of this transaction, we expect to invest at record levels in our growth areas of 5G and fiber, where we have strong momentum, while we work to become America’s best broadband company. At the same time, we’ll sharpen our focus on returns to shareholders. We expect to invest for growth, strengthen our balance sheet and reduce our debt, all while continuing to pay an attractive dividend that puts us among the top dividend paying stocks in America.

“In WarnerMedia, Discovery inherits a talented and innovative team and a dynamic growing and global company that is well positioned to lead the transformation that’s taking place across media and entertainment, direct-to-consumer distribution and technology. The combination of the two companies will strengthen WarnerMedia’s established and leading position in media and streaming. And our shareholders will now have a significant stake in Warner Bros. Discovery and its future successes. We look forward to seeing what the WBD team accomplishes with these industry-leading assets.”

Under terms of the agreement, which was structured as a Reverse Morris Trust transaction, at close AT&T received $40.4 billion in cash and WarnerMedia’s retention of certain debt. Additionally, shareholders of AT&T received 0.241917 shares of WBD for each share of AT&T common stock they held at close. As a result, AT&T shareholders received 1.7 billion shares of WBD, representing 71% of WBD shares on a fully diluted basis. Discovery’s existing shareholders own the remainder of the new company. In addition to their new shares of WBD common stock, AT&T shareholders continue to hold the same number of shares of AT&T common stock they held immediately prior to close.

American Group Wagmi United Complete Takeover Of EPL’s Crawley Town FC

Crawley Town Football Club can today confirm that investment group WAGMI United LLC have purchased Ziya Eren’s controlling shares of Crawley Town Football and Social Club Limited. 

WAGMI United is dedicated to bringing Web3’s most innovative ideas and passionate communities to the world of sports. Founded by Preston Johnson and Eben Smith, WAGMI United seeks to reimagine how professional sports teams are owned and operated — building tight-knit communities of passionate fans and empowering them to take a personal stake in telling their team’s story and shaping its future. They are eager to bring this exciting new approach to the club.

“Crawley Town Football Club is a club with more than 125 years of rich history that we revere and respect. However, a conventional approach to ownership hasn’t worked, and the club is losing hundreds of thousands of pounds while its fans suffer through year after year of uninspiring results on the pitch,” said Preston Johnson, WAGMI United co-founder. “We think the club can do better and our fans deserve better. Sports are supposed to be fun and bring communities together. At Crawley Town, we’re going to shake up the status quo, try out some new ideas, and build a worldwide community of fans new and old that can be excited to cheer on the Red Devils together — stretching from West Sussex to anywhere in the world with an internet connection.”

WAGMI United also pledged a new era of unprecedented transparency and accountability to Crawley Town Football Club supporters and the Crawley community. With Johnson and Smith assuming roles as club directors, they plan to allow the fans to decide whether or not they keep those roles for the following season if the team does not achieve its goal: earning promotion to League One by the end of their second season in charge.

“If we’re trying to build a community-club, and we are, then we have to build in mechanisms to hold ourselves accountable,” said Eben Smith, WAGMI United co-founder. “So if Crawley Town Football Club doesn’t get promoted to League One by the end of our second season, which we think is about 50/50, then we under-performed. If we underperform, Crawley Town fans should get to vote on who the next directors of the club are. We might run for reelection because it was clearly all Preston’s fault, but we don’t just get to hold the fanbase hostage because our dad invented Cablevision.”

The agreement with WAGMI United will see Ziya Eren, Erdem Konyar, Emre Eren and Nuhkan Ruzgar leave the board with immediate effect. In addition to Johnson and Smith, full details of a new board will be shared in due course.

Members of the WAGMI United group were present earlier in the season for the Reds’ win over Swindon Town and met with club management to discuss plans for the future. Having met with the group, departing Chief Executive Officer Erdem Konyar said, “A new exciting chapter awaits Crawley Town Football Club. Eben and Preston represent a united, passionate, energetic and intelligent group committed to the progress of the club. It’s been an honour to serve this special club with Mr Eren, to whom I thank for all of the support and commitment over the last six years.”

General Manager Tom Allman said, “Today’s news is really exciting for the future of this Football Club and the Crawley community. All of my dealings with Eben, Preston and the WAGMI group as a whole have been really positive and productive with plans already well underway for next season, with the fans and the community being centric to these. In tandem with this, I want to take this opportunity to thank the fans and sponsors for their continued support of the club, especially over the last couple of seasons where various aspects, not least the COVID-19 pandemic, have impacted on what we would’ve wanted to achieve – but to be continually backed, both socially and financially, has been nothing short of phenomenal. With today’s news, I hope this is where we as a team can start to reward the fans and everyone associated with the club who have stuck with us over the years and give them a club and town to be truly proud of. Finally, a thank you to Ziya Eren for the support and the opportunities he has afforded me personally during his time at the club.”  

First Team Manager John Yems said, “This is an exciting time for the club. Let’s hope that we can continue the good progress we have made and take the club forward. I would also like to place on record a thank you to the previous owners. They gave me the opportunity to manage the football club, and I wish them all the best for the future.”

Furthermore, having met with the foundation’s leadership, WAGMI United will be donating an initial £10,000 to the Crawley Town Community Foundation in order to further develop the community programme and work within the Crawley area. Speaking on the donation, Head of the Community Foundation Darren Ford said, “We would like to thank WAGMI United for their generous donation, which will help the Foundation to further support the community of Crawley. This is an exciting time not just for the Club, but also for the community, whom the Club and Foundation serve and we look forward to working with the WAGMI United group. The Foundation would also like to thank the previous owners for their support of the Foundation and wish them well for the future.”

Over the course of the next month, Johnson, Smith and members of the WAGMI United group will be contacting Season Ticket Holders and sponsors to outline their plans for the future with further announcements due in the coming weeks, before meeting local press and the wider fan base in early May. 

WePlay Announces Growth Partner Agency Repositioning To Power New Era In Sports And Entertainment

WePlay is launching a new, ambitious, and timely six-point Growth Manifesto designed to build deeper relationships between brands and fans, and develop new commercial models focused on long-term sustainable growth.

To bring WePlay’s Growth Manifesto to life, the multi-award-winning performance marketing agency has updated its old commercial and operating model, repositioning itself as a Growth Partner willing to absorb a share of financial risk with its agency partners.

The Growth Manifesto focuses on developing the relationship between brands and fans through reimagined experiences; growing across adjacent industries and shared interests; growing through new expanded service provision, providing fans with increased value; expanding globally, as well as locally to build a platform for all; growing together, embodying diversity, equality, and inclusion; growing sustainably, to develop a brighter future.

Luca Massaro, CEO and founder of WePlay, said:

“The traditional agency model is not fit for purpose anymore. Brands are now seeking a new breed of marketing partner.

“Our Growth Manifesto and new positioning as trusted business partners will help to grow and commercialise long-term relationships between brands and fans.

“The fact we are willing to share commercial risk, as well as the reward, simply proves that we want to build and maintain even stronger relationships with our partners. From now on we’ll be focused on one thing: long-term sustainable growth.”

The need for change was driven by the evolution of digital media and the rapid changes in society and culture caused by the Covid-19 pandemic. Changes in media and technology have built an ‘always-on’ entertainment marketplace, transforming consumer expectations and threatening a faded generation of business models. Brands and their partners must recognise these developments as new opportunities to achieve accelerated growth.

WePlay has developed a new strategic framework purposely built to allow brands to reach their growth ambitions. It focuses on eight key areas: live events; broadcast/streaming; sponsorship; participation; e-commerce; ad-based monetisation; subscriptions; digital consumables. This framework – the ‘Growth Engine’ – will unlock exponential revenue growth from a foundation of fan engagement.

Massaro said:

“In the past, sports brands have sought a commercial approach that is more about breadth than depth. For example, focusing on one-time ticket purchases rather than thinking about how they can turn those purchases into a lifetime association. That is sustainable growth.

“There is huge value in harnessing the support and loyalty of local fanbases, but there is an opportunity to grow globally, too. The aim is to grow together and develop a sustainably brighter future both for brands and fans alike.”

WePlay’s unique platform for growth is founded upon five crucial factors. These include nine years of continuous growth at a CAGR of 60%, representing a stable platform for investment and scale, developing strong relationships with some of the most notable sports and entertainment brands in the world, and a reputation for delivering commercial business growth to all corners of the globe as 70% of agency partners are from outside the UK.

WePlay’s vision is to deliver a modern service provision and a flexible commercial model that supports the wants and needs of today’s extremely ambitious brands, in a disrupted and highly transient sports and entertainment marketplace.

WePlay’s repositioning involves a deep knowledge into the world of fandom, audiences, storytelling and content that drives revenue generation. The agency culture is ambitious and its long-term vision is to create foundations for sustainable growth which in turn will help brands build deeper connections with their fans.

The agency has exciting international expansion plans with a US office set to open later this year, while it has already launched new products and services for expanding markets which are reflected in the new dynamic agency branding, corporate identity and logo design, and a re-energised website.

Massaro added:

“We believe growth should be the single most important word to any business, certainly post-pandemic. It is no longer enough to drive short-term gains and move on to the next project. We must take the next step, encourage retention, and turn fans into brand champions.

“We want to go beyond the live event and the traditional rights models and look broader into popular culture; to facilitate new levels of fandom, commercial growth, and sustainability.

“Growth is about evolution. We believe in actionable business. We know what is needed, and what is needed has changed.”

Welcome to the Growth Era.

The Growth And Opportunity For Motorsport In Saudi Arabia

ELLVEE’s Commercial Partnerships Director Henry Lamont speaks to iSportConnect on Saudi Arabia’s continuing growth in motorsport.

What does the current picture look like for motorsport in Saudi Arabia? 

Saudi Arabia is on a journey to build out its motorsports industry.  Developing a thriving sports sector is a key strategic objective for Saudi under Vision 2030.  Identified as a priority sport, motorsport is a leading driver in the growth of the sports sector. 

Major events have been identified as a tool to accelerate this development.  Saudi has now assembled a globally unique portfolio of major motorsport events.  No other country hosts Formula 1, Formula E, Extreme E and the Dakar Rally, alongside a growing national calendar of events.  And more major events are in the pipeline.

“Outside of events, investment is being made into new infrastructure at all levels of the motorsport pyramid.  Most notably Qiddiya, the giga-project earmarked as the long-term home of Formula 1 in Saudi.”

A new entity, Saudi Motorsport Company (SMC), has recently been established to promote and deliver this growing portfolio.  Consolidating events under SMC will bring operational and commercial synergies.  An innovative commercial architecture that aggregates rights across multiple events is already showing results, with SMC generating in its first year more sponsor revenues than any other promoter on F1’s calendar.

Outside of events, investment is being made into new infrastructure at all levels of the motorsport pyramid.  Most notably Qiddiya, the giga-project earmarked as the long-term home of Formula 1 in Saudi, will have a comprehensive facility mix across all motorsport disciplines. 

How do major motorsport events drive industry development? 

Motorsport has always been a catalyst for innovation in the global automotive industry.  Manufacturers use events as a testing ground for new technologies.  In time, breakthroughs on the track filter down to the everyday vehicles we drive.  Manufacturers will localise production, research and development to sit alongside major events and racing infrastructures to realise operational efficiencies and cost savings. 

“Motorsport Valley in the UK is a great example of how governments can proactively accelerate this localisation. Currently six of the ten F1 teams are based within the proximity of Motorsport Valley…”

This localisation will drive the development of the local automotive economy.  International companies will set up in Saudi; new Saudi companies will emerge; and foreign direct investment will accelerate technological research and development.  All this will trigger significant job creation, workforce and talent development.

Motorsport Valley in the UK is a great example of how governments can proactively accelerate this localisation.  Centred around Silverstone circuit and Formula 1 racing, the UK government launched subsidies for R&D and structured partnerships with public bodies, academia and the private sector.  Currently six of the ten F1 teams are based within the proximity of Motorsport Valley, alongside multiple Formula E, Formula 2, Formula 3 and GT3 teams and their suppliers.  Indeed, there are currently over four thousand motorsports companies within 80 kilometres of Silverstone, employing over 40,000 staff and contributing over £8 billion to national GDP each year.

Can Saudi Arabia follow the UK’s example? 

Saudi is curating an event portfolio that drives and prioritises sustainability.  For example, the new T1 Ultimate class for low-emission vehicles in the Dakar Rally saw Audi prototypes make history as the first representatives of this class in the 2022 edition.  By 2030, all cars and trucks in the Dakar Rally will be fully powered by alternative energy, with zero emissions. 

Saudi has an opportunity to leverage its event portfolio to establish a regional motorsport industry hub focusing on more sustainable future technologies.  Electric vehicles, alternative fuels and autonomous technologies are major growth areas where leading manufacturers are prioritising investment. 

The Saudi market is also investing significantly in future automotive technologies.  Saudi’s Public Investment Fund (PIF) owns ~60% of leading global EV company Lucid Motors which has announced plans to develop R&D and production in Saudi.  The PIF also owns ~50% of ACWA Power, which is increasingly focused on renewable energy and has an equity stake in the McLaren Formula 1 team.  Saudi Aramco, a global partner of Formula 1, has stated its aspiration to become the global leader in hydrogen fuel. 

“Rights holders also have the opportunity to support Saudi in developing its own motorsports IP.”

What does this mean for motorsports rights holders? 

Saudi is still looking to add more international events to its motorsports calendar, but rights holders can extract greater commercial value by seeking partnerships broader in scope than just events hosting deals. 

ELLVEE is working with motorsports rights holders to help them structure such partnerships in Saudi.  We help shape offerings that will support local workforce development – knowledge transfer initiatives, industry conferences, secondments to international events, STEM programs and more. At the same time, initiatives like driver development programs, youth events, academies and event wildcards provide opportunities for local Saudi racing talent to develop.   

Rights holders also have the opportunity to support Saudi in developing its own motorsports IP. Two approaches can be taken.  Firstly, working with Saudi to create new motorsports concepts where they own the commercial rights for monetisation. Alternatively, rights holders can offer equity to Saudi partners, consequently transferring ownership of their existing IPs.  

Saudi’s ambition in motorsport isn’t slowing down and the opportunities for international rights holders are widespread.

ELLVEE: The trusted commercial advisers for events and IPs across sport, culture and entertainment in the Middle East – FOLLOW ELLVEE HERE