iSportConnect welcomes CRED as latest client

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

CRED is an all-in-one intelligent system that allows sports teams, leagues & agencies efficiently find buyers for sponsorship & hospitality inventory. Their platform consolidates data on 70m brands and 900m executives, to ensure our clients have all the intelligent signals they need to approach the right buyer at the right time. CRED seamlessly integrates with CRM, and can generate lead lists of executives who like your team or athlete on social media. 

CRED’s ease-of-use, intelligence and scalability makes them the platform of choice for some of sport’s biggest names, including Aston Villa, Fulham, Brooklyn Nets, Williams Formula 1 team, PGA Tour & United Talent Agency.

Joe Rowland, Head of Partnerships, iSportConnect: “We are delighted to welcome CRED to the iSportConnect network. I have first-hand experience of using the CRED platform and it is without a doubt something that we will see leading organisations use more and more of over the coming years. The sponsorship landscape is rapidly evolving and we are excited to support CRED as they power that change.”

Anthony Meir, Head of Commercial, CRED : “We are thrilled to be continuing our expansion into the Sports Industry through this partnership with iSportConnect. Sports is a tight-knit industry built on trust & relationships, and iSportConnect will help us navigate these waters to ensure more rights holders & agencies are benefitting from the power of CRED.”


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

FIM and Dorna extend agreement until 2060

MotoGP rights holder Dorna Sports and the Fédération Internationale de Motocyclisme (FIM) have extended their long-term agreement securing the promotion rights for all Dorna-run FIM World Championships until 2060.

The continuation of this successful partnership guarantees unparalleled value, continuity, and opportunity for MotoGP™ in a rapidly evolving global sporting landscape.

Dorna first secured the promotion rights of the FIM Grand Prix World Championship in 1992. Together, the partnership has expanded the success and popularity of the sport for fans around the world and continues to do so, with MotoGP™ enjoying an impressive trajectory of global growth over recent seasons.

Working in tandem with the teams’ association (IRTA) and the manufacturers association (MSMA), the partnership between the FIM and Dorna underpins an enviable ecosystem within MotoGP™, built on an unrivalled level of consensus that puts the sport first.

In addition to its successes in driving the global growth of MotoGP™, the partnership has also expanded the popularity and reach of motorcycle racing around the world – from grassroots to the highest levels of professional competition. FIM World Championships considered under this agreement, including the MOTUL FIM Superbike World Championship since 2015, the FIM Enel MotoE™ World Championship since 2019, the FIM JuniorGP™ World Championship since 2019 and the FIM Women’s Circuit Racing World Championship since 2023, can now look forward to many more years of success thanks to this extension.

Jorge Viegas, President of the FIM: “This is an incredibly important moment and one that provides long term clarity and security regarding the pinnacle of motorcycle sport. This is not only important for all those directly involved in MotoGP™, but also for the wider motorcycle racing community that reaps the benefits from the global status, value and presence of this leading series.

“The ongoing and ever closer collaboration between the FIM, Dorna Sports and the other key stakeholders is something that has been built over many years, the trust and co-operation that now exists alongside this long-term agreement offer great foundations for the future development of MotoGP™ plus all the related championships. On behalf of the FIM, I would like to express my most sincere gratitude for the work that Dorna Sports has done since 1992 and look forward with great confidence to combining our efforts to ensure the continued growth and success of MotoGP™ for many more years to come.”

Carmelo Ezpeleta, CEO of MotoGP™ rights holder Dorna Sports: “We’re very proud to announce this agreement with the FIM. It is fantastic news for the sport, and our fans around the world, that this partnership is guaranteed to continue. We have built something truly special and will continue to grow the sport even further, working together.

“Being able to come to such a long-term agreement adds incredible value for MotoGP. In the sports and entertainment landscape of today, the level of consensus we enjoy in MotoGP is something we’re privileged to be part of, and it lays fantastic foundations for our sport to continue its trajectory of growth. We want to thank the FIM for their support and we look forward to making MotoGP even bigger and better than ever as we continue our partnership.”

Barbarians at the Pitch: Private Equity and the move into the NFL

Ian Whittaker, Twice City AM Analyst of the Year writes about the recent decision of the NFL team owners voted to allow a select group of private equity firms to acquire up to 10% of teams as valuations rise in recent deals.

Private Equity – or PE as it is shortened to often – is often viewed with mixed feelings by many, a source of well-needed discipline and finance to some, a ruthless money generating machine with no regard for past traditions to others. One only has to look at what has happened in the European football leagues to see both contrasting signs of the coin, as well as mixed successes. However, last month none of this deterred the owners of the National Football League (NFL) in the US from voting to allow PE firms to invest in the franchises. 

I would argue this is probably one of the most fundamentally important announcements when it comes to sports rights globally. 

The agreement may not look much at first sight, given the stringent conditions. The NFL will allow PE firms to buy up to 10% stakes and no more. Moreover, such stakes will be in common equity and not in so-called preferred shares, which often give such holders special rights or privileges. There are only a select – and small – number of PE firms (and one consortium made up of several entities including retired NFL player Curtis Martin) that have been approved to invest and each approved investor has committed to investing at least $2bn in the league, which can be spread across teams. Investors will have to hold their stakes for at least six years and will be capped at investing in a maximum of six teams. 

However, it is more the principle that counts rather than the actual terms. There may be a question of why PE is so interested in expanding its exposure to sports rights given the issues that have arisen in Europe and the financial problems that several of Europe’s football leagues are facing. The simple reason for that is, unlike the European football clubs, the financial stability of NFL clubs has never been stronger.  In Europe, the football clubs are reliant on traditional Pay-TV operators who are now facing major challenges to their business models and who can no longer afford to pay ever increasing amounts for the rights. Crucially, Tech giants have not stepped into the fray because the economics of buying expensive football rights just do not work for these players. 

That is not an issue in the United States. The appeal of the NFL for advertisers is that the NFL dominates live TV viewing in the United States – of the top 100 most watched live TV programmes in the US in 2023, 93 were NFL games. And, with the Tech giants such as Amazon and YouTube looking to seize TV advertising money, the ownership of NFL games has never been more valuable. To put it simply, the economics of paying out considerable amounts of money for live US sports rights work in the United States because of the size of the advertising market. Magna estimates that national US linear TV advertising will generate $38bn in revenues in 2024 despite its structural problems, with another $18bn sitting in local TV.  All this means that NFL franchises are likely to remain very lucrative properties for a long time to come. 

Where does this end? Now the principle has been agreed i.e. that PE firms be allowed to invest in the NFL rights, the PE firms are likely to agitate – over time – for changes to the rules, especially around the stakes. My guess is over time that the caps will be raised and that PE firms will become more active players in the market. This may take a considerable number of years to come through and I do not think it will lead to PE firms owning franchises any time soon (there are also regulatory issues to consider). However, the trend of travel looks clear. 

As usual, this is not investment advice.

ISU inks strategic partnership with Chinese National Sports Group

The International Skating Union (ISU) has announced a strategic partnership with the Chinese National Sports Group (CNSG), as it continues to innovate and grow Short Track Speed Skating globally.

This partnership sets the stage for a new era of growth in the world of Short Track, a sport that enjoys tremendous popularity in China, especially after the successful delivery of the Beijing 2022 Olympic Winter Games.

By joining forces with CNSG’s extensive reach and expertise, the ISU is confident that this collaboration will further enhance visibility and passion for the sport, while deepening connections with the fans’ community in China and worldwide.

The ISU President, Jae Youl Kim, expressed great enthusiasm about this partnership, stating: “We are thrilled to embark on this new partnership with CNSG. Together, the ISU and CNSG share a strong commitment to unlocking the full potential of Short Track around the world, offering greater opportunities for our skaters, and creating more value for our commercial partners.”

The ISU Director General Colin Smith underscores the promising changes ahead for Short Track as from season 2024/2025: “The debut of CNSG’s partnership across multiple ISU Championships will coincide with the launch of the Short Track World Tour, a new dynamic, entertaining and highly engaging series of global events across North America, Asia and Europe. The collaboration with CNSG aligns with ISU’s goals to re-imagine the spectators’ experience, increase fan engagement as well as bring a fresh and innovative dimension to the sport.”

The Chairman of CNSG, Mr. Gu Haoning, further shares Mr. Smith’s excitement: “CNSG, being the pioneer of Chinese sports industry, is excited about the partnership with the ISU. We are committed to continue promoting skating after the Beijing 2022 Winter Olympic Games and unlock further the potential of Short Track Speed Skating in China and beyond.”

iSportConnect Sports Tech Partnership Index powered by SportsTech Match – August 2024

Who’s hot in sports tech? Who is doing deals? Who is creating new, innovative partnerships? That’s what the Index attempts to dig into on a monthly basis. Whether established players or the up-and-coming stars, we go a little deeper for you…

SportsTech Match recorded 56 new or renewed deals and partnerships featuring tech companies in sport during the month of August. Once again this month’s index is topped by fan engagement platform, Fanbase, who announced a series of new deals with lower league clubs in basketball and football. Lower league sports leagues and clubs continue to prove to be a focus for many of the companies on our index as tech becomes more accessible to lower budgets. 

Most notable amongst the companies serving lower tiers of sport is AI automated video highlights company Magnifi (second in this month’s index) and ‘sports intelligence and data management’ platform Iterpro (fifth in this month’s index). 

Also in our top five this week are Future Ticketing who announced three technology partnerships and IC360 who continue to grow in the integrity field with new business wins and partnership extensions in the US market.

Want to get access to the full and ‘near-live’ Tech Feed that drives the index?

The data powering the SportsTech Partnership Index derives from SportsTech Match’s automated, daily Tech Feed. It’s the first and only feed dedicated to sports tech partnerships from around the world designed to help tech companies and rights owners stay on top of the deals and partnerships being struck across the ecosystem. 

Contact info@sportstechmatch if you would like to get early access to the feed and, for tech companies, to make sure that your announcements are being included in our monthly Index.

Leeds United extends partnership with Hisense for three years

Leeds United have extended our partnership with Hisense, one of the world’s leading consumer electronics and home appliance brands, for a further three years.

The extended partnership will see Hisense, who have their UK headquarters in Leeds, continue as an Official Partner of the club, having first linked up with the Whites during the 2020/21 season.

Hisense branding will remain on the iconic Jack Charlton East Stand during the three-year deal, after they handed over the branding rights in honour of the late Leeds United legend in 2020.

Working closely alongside the team at Hisense, Leeds United will lead on various innovative brand activations to help increase brand awareness and develop exclusive offers for supporters across a wide range of Hisense products.

Through the partnership, a LUTV app will also be launched onto the Hisense VIDAA Smart TV platform, providing fans with easier access to Leeds United related content. There will also be further award-winning Hisense product integrations at both Elland Road and Thorp Arch Training Ground throughout the tenure of the partnership.

Arun Bhatoye, Head of Marketing for Hisense UK, said: “Leeds United is a very special football team and we’re incredibly proud to extend our partnership with a club that is at the heart of a vibrant and passionate community.

“This ongoing collaboration highlights our dedication to sports partnerships, especially following the success of UEFA EURO 2024, where Hisense was an official partner. It also presents a fantastic opportunity to connect with fans in fresh and innovative ways – enhancing their viewing experience both in the stadium and at home.

“The club embodies passion, resilience, commitment to excellence and attention to detail – all things that resonate directly with Hisense across our range of categories – from refrigeration through to 100” premium Mini LED TVs.”

Morrie Eisenberg, Chief Operating Officer at Leeds United, added: “We are delighted to see Hisense extend their partnership with the club for another three years. Alongside their high-profile branding on the Jack Charlton East Stand, the club are excited to work closely with Hisense on more partner activations and other brand awareness campaigns to help support their growth.

“Hisense is a world-renowned brand in the electronics and home appliance sphere, and we are thrilled to help maintain their strong connection to football. We’re looking forward to continuing our journey alongside them.”

LaLiga inks multi-year deal with SportyBet

SportyBet and LALIGA have announced a landmark multi-year partnership by which SportyBet becomes the new “Official Betting Partner” of LALIGA across Africa. Effective this season, this groundbreaking agreement firmly establishes SportyBet as the leading sports betting platform in the region, marking a new chapter in its mission to deliver world-class football content to fans across the continent.

The partnership will kick off with an unforgettable launch event in Africa featuring one of LALIGA’s most iconic ambassadors—a football legend recognized worldwide. This spectacular event will set the stage for a collaboration that promises to revolutionize the betting landscape for millions of fans in the continent.

Among the most prominent LALIGA ambassadors are legends like Malian star Frédéric Kanouté, David Villa, Luis Figo, Samuel Eto’o, Carles Puyol, and Iker Casillas, among others.

SportyBet will take LALIGA betting experiences to new heights, introducing cutting-edge features that are unique in the sports betting world. Fans can look forward to innovative, first-of-their-kind betting options that will redefine their interaction with the game, offering unprecedented engagement and excitement.

As part of this partnership, SportyBet will gain prominent exposure during LALIGA match broadcasts, with advertising billboards and cam carpets displaying the SportyBet brand around the stadiums. This presence will be especially noticeable during matches where Real Madrid, Barcelona, and Atlético Madrid play as the visiting team, marking a major leap forward for the SportyBet brand in the world of football.

Additionally, SportyBet will provide exclusive access to LALIGA content, offering fans richer, more immersive ways to experience the league through its platform and social media channels. With enhanced, dynamic features, users will feel closer to the action than ever before.

Moreover, SportyBet’s users will have the opportunity to participate in extraordinary, once-in-a-lifetime experiences. These unique opportunities may include VIP stadium tours, watching player warm-ups from the sidelines, taking photos with football idols, or even stepping onto the pitch to take a penalty after a match.

The partnership will also see SportyBet and LALIGA collaborate on a range of promotional activities across multiple African territories, further cementing SportyBet’s influence in the region.

SportyBet has been the most visited betting platform in the world in recent months, a testament to its cutting-edge technology, unparalleled market odds, and the security and speed of its payments. This partnership with LALIGA not only reinforces SportyBet’s global reach but also highlights its commitment to offering fans the ultimate sports betting experience.

Elías Gallego, VP of Media, Marketing, and Business Development at SportyBet: “This partnership represents a powerful alignment between SportyBet’s leadership in the African market and LALIGA’s immense potential to grow its footprint across the continent. By leveraging our deep understanding of the African audience, we’re confident that together we can elevate the fan experience, fuel the passion for football, and drive unprecedented growth for LALIGA and SportyBet in this vibrant region.”

Jorge de la Vega, Executive General Manager of LALIGA said “Partnering with SportyBet is an exciting milestone for LALIGA as we continue to expand our global footprint, particularly in Africa. This collaboration not only brings LALIGA closer to millions of passionate football fans across the continent but also underscores our commitment to delivering world-class football experiences to diverse audiences. Together with SportyBet, we aim to create new opportunities for engagement, inspire the next generation of football enthusiasts, and celebrate the shared love of the beautiful game.”

Ferrari onboards UniCredit as sponsor

Ferrari N.V. has announced that, effective January 1, 2025, UniCredit S.p.A. will partner with Ferrari S.p.A., its wholly-owned subsidiary, to be at its side in its Formula 1 racing activities under a multi-year agreement.

UniCredit has replaced Santander and has previously sponsored tennis tournaments and the UEFA Champions League and will now enter the world of F1.

iSportConnect welcomes Ably as latest client

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

Ably is the definitive realtime experience platform, reaching over 1.5BN devices every month. Through their infrastructure, platform and products, Ably enables thousands of companies to deliver live streams, chat, collaboration, and notifications using simple APIs. 

Ably’s reliability, security, and scalability makes them the platform of choice for some of the world’s biggest brands, including Stadion, Genius Sports, NASCAR, Sportsbet, Tennis Australia, FansUnite and 17Live.

Joe Rowland, Head of Partnerships, iSportConnect: “We are delighted to welcome Ably to the iSportConnect network. It’s clear through the work they’ve done with customers over the last few years that they have a compelling proposition for sports organisations seeking to engage fans, and we are excited to support them as they continue to grow.”

Matthew O’Riordan, CEO and Co-Founder: “We’re thrilled to be partnering with iSportConnect. We have been working with clients in the fan engagement industry for a number of years, and we are confident that the insights and network that iSportConnect offers will unlock new opportunities in this space.”

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

ATX Open signs Tixr as ticketing partner

The ATX Open has partnered with Tixr for ticketing services for the WTA 250 tournament that takes place in Austin Feb. 22 to March 2, 2025, at Westwood Country Club.

The third edition of the ATX Open will include a new general admission ticket product, including, for the first time, junior GA tickets starting at $5. The tournament will use Tixr’s ticketing and eCommerce technology to offer interactive reserved seating and a highly visual, mobile-friendly purchase experience. The ATX Open is operated by DropShot LLC, which has run ITF-level tournaments in the region since 2019.

The new deal is the latest for Tixr, which continues to gain sports ticketing ground outside of the biggest North American sports leagues. The 11-year-old company has inked deals with World Wide Technology Raceway, Thrill One’s Nitrocross, and a handful of pro golf events in 2024.