Argentine Football Association Joins Forces With OneFootball To Bring Original Content To Fans Around The World

The Argentine Football Association (AFA) and the world’s largest football media platform, OneFootball, have signed a global agreement to bring original content from the Argentine Football Association to fans around the world. All the editorial content published on the official AFA website will now also be available on the OneFootball website and app and the AFA is the first Federation in Latin America to fully partner with OneFootball.

The AFA, home to some of the biggest names in world football, including Lionel Messi and Angel Di María, as well as legends like Diego Maradona, is the first Federation in Latin America to partner with OneFootball. The platform will offer fans all the latest content from the AFA, including news, statistics, and match results, all in Spanish, ensuring maximum reach and a personalised experience for local and international fans. AFA news will appear in the user’s news stream as official content and will be identified with the AFA logo.

This innovative content partnership will allow the AFA to access OneFootball’s vast community, offering fans original Federation content wherever they are, with no restrictions.

Users will also have the option to receive breaking news alerts from the AFA via notifications. This will help the Federation to reach its fans in real time, while also ensuring high visibility of news aimed directly at followers. 

With a global audience of more than 100 million monthly active users, OneFootball is the most popular digital football platform for the new generation of young football fans. AFA content will also be uploaded to the OneFootball Publisher Network of over 110 premium publishers.

This announcement marks the beginning of an important long-term partnership between OneFootball and the AFA, which will see the two organisations working closely together to transform the football experience for fans. OneFootball has ambitious plans to give Argentinean fans more access and more ownership, bringing them even closer to the sport they love, with further details to be unveiled soon. These strategic partnership announcements will continue and follow aggregate investments to support these plans, including collaborating with technology leaders, specialists, and innovators to deliver entirely new ways to engage with fans.

In relation to this new agreement, Claudio Tapia, President of AFA stated:

“This strategic agreement with OneFootball allows us to continue with our digital expansion globally, offering a direct communication channel to fans and the brands that accompany us. AFA is a brand with a strong global presence that, for some time now, has experienced international growth and commercial expansion hand in hand with leading and innovative brands, such as OneFootball. This alliance that begins today will undoubtedly bring, in the short term, new and innovative additional releases for all fans of the Argentine National Team in a year as important as the one that has begun.

Tom Mueller, VP Partnerships, at OneFootball, said:

“Argentina is a hugely passionate footballing nation and we’re thrilled to be making the Argentine Football Association our first Federation partner in Latin America. In joining the OneFootball network, official content from the AFA will now reach a new audience of young football fans in Argentina, and millions more around the world. Our ambition is to bring fans worldwide closer to the teams they love. We’re delighted that the AFA is joining us on this journey and can’t wait to bring more football news from Argentina to our community.”

MLS Announces Multi-Year Partnership With DoorDash

Major League Soccer announced today a multi-year partnership with DoorDash as the official on-demand delivery platform of MLS, MLS NEXT, and eMLS.

To kick off the partnership, MLS NEXT and DoorDash are launching “MLS NEXT Delivering Access presented by DoorDash,” aimed to empower the next generation of soccer stars. Starting with the 2022-23 season, DoorDash and MLS NEXT – MLS’ youth development program that provides the highest level of training and competition for youth soccer players in the U.S. and Canada – will activate their shared commitment to the advancement of the sport for all by creating equal opportunities associated with playing at an elite level.

By uncovering stories of exceptional self-sacrifice by members of the soccer community, MLS NEXT Delivering Access presented by DoorDash will provide $150,000 of annual relief to soccer communities across the MLS NEXT ecosystem. Clubs will have the opportunity to submit stories to a select review board reflecting the grassroots efforts made by players, staff, families, and local businesses. Up to six MLS NEXT clubs will be selected to receive a maximum of $25,000, which will help provide training, equipment, and more.

“Major League Soccer is extremely proud to partner with DoorDash – an extraordinary company that shares our passion for innovation and commitment to providing opportunities in the sport of soccer through MLS NEXT,” said Carter Ladd, MLS Executive Vice President of Brand Alliances and Consumer Products. “At an incredible time of growth for MLS and the game in the U.S. and Canada, DoorDash will be a dedicated and forward-thinking collaborator with us on initiatives to provide support to future soccer stars and their communities. We welcome DoorDash as the Official On-Demand Delivery Platform Partner of MLS, MLS NEXT, and eMLS, and we look forward to working with them for many years throughout this momentous period for soccer and MLS.”

“We are proud to partner with Major League Soccer to further connect with the soccer community, while mobilizing to activate against our shared values of providing access and empowering local communities,” said David Bornoff, DoorDash’s Head of Brand Marketing. “This partnership will further enable us to use our platform and resources to help the next generation of soccer players transcend boundaries, and we look forward to working with MLS to create authentic experiences for fans this season and beyond.”

DoorDash is also partnering with DeAndre Yedlin, a star defender with Inter Miami CF of MLS, as he shares his own inspirational journey to playing professional soccer.

“Soccer has played an integral role in my life, and I’m thrilled to partner with DoorDash as they kick off with MLS to champion future generations of soccer stars everywhere,” said Yedlin. “As someone who intimately knows the barriers that playing on a competitive level can pose, I’m honored to team up with DoorDash and MLS NEXT to share my story and play an active role in making the sport more accessible for all.”

Over the course of the partnership, in addition to collaborating on meaningful support for young soccer players, MLS and DoorDash will bring unique, authentic experiences to fans at major events such as the MLS All-Star Game, MLS Cup, and eMLS season competitions.

beIN SPORTS Secures World Athletics Rights In MENA

beIN MEDIA GROUP (“beIN”) and World Athletics have agreed an exciting new deal for the broadcast of all World Athletics events, including the 2022 and 2023 World Athletics Championships in Oregon and Budapest respectively, across 24 countries in the Middle East and North Africa (MENA) in a 2-year deal.

The World Athletics Championships Oregon22 get under way on July 15 and it’s one of five events being broadcast on beIN SPORTS this year. Athletics fans won’t have to wait long for the first event of the agreement, with the World Athletics Race Walking Team Championships taking place in Muscat, Oman on March 4 and 5.

beIN SPORTS will broadcast coverage in Arabic and English with highlights and clips available on beINSPORTS.com and on beIN’s social media channels.

Mohammad Al-Subaie, CEO of beIN MENA, said:

“We are delighted to welcome back World Athletics coverage to beIN SPORTS’. It’s another fantastic addition to our wide ranging and exciting broadcast rights portfolio in MENA.

“At beIN, we are always looking at ways in which we can deliver sports entertainment to the full spectrum of diverse fans across the MENA region and World Athletics adds another string to the bow of our world class offering to subscribers.”

Sebastian Coe, World Athletics President said:

“It’s exciting for us to reach a ground-breaking agreement with beIN Sports that will provide unprecedented coverage of our World Athletics Series events across the Middle East and North Africa over the next two years when we have ten major events in the schedule, including two World Athletics Championships.

“This will provide a feast of top-class athletics for beIN’s subscribers, across both linear and digital platforms, starting this week with the Race Walking Team Championships in Muscat. We’re confident that having our sport shown by the biggest broadcaster in the MENA region will boost our fanbase in this fast-developing part of the world.” 

Hologic Partners With The WTA Tour In Landmark Title Sponsorship

The WTA and Hologic today jointly announced a landmark partnership introducing Hologic as the global title sponsor of the WTA Tour.

The multi-year alliance, the largest global sponsorship in WTA history and Hologic’s first worldwide sponsorship, aims to achieve significant progress through a shared vision of greater wellness and equality for women. The groundbreaking partnership allows both organizations to rally around their collective mission to champion women while modernizing their respective industries of healthcare and sports.

As one of the world’s top medical technology innovators, Hologic focuses primarily on improving women’s health and wellbeing. That includes industry-leading products in every category of its business: diagnostics, imaging systems, and surgical devices. Hologic’s areas of emphasis include state-of-the-art preventive care, reducing disparities in healthcare access and education, and unique research that helps countries worldwide better prioritize women’s health.

“Hologic and the WTA come together with a collective purpose as pioneering advocates for women,” said Hologic Chairman, President, and CEO Steve MacMillan. “We are proud to stand with the WTA in its commitment to the highest integrity and values. Ultimately, our partnership allows us to jointly raise the profile of women even higher and to share the importance of early detection and treatment with women across the world.”

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Hologic’s sponsorship also affirms the continued growth of women’s tennis and the strong brand values the WTA embodies. “From the start, we knew Hologic was the right partner,” said WTA President Micky Lawler. “As we embark on a new era of women breaking barriers and understanding how imperative our health is to reach our full potential, Hologic joins the WTA family at a pivotal time. Reflecting on the passion we both share for women’s equality around the world, I look forward to the meaningful change this partnership will spark for our athletes, sport, and fans.”

“As a professional athlete who relies on my health to perform at the highest level, I’m excited that Hologic has partnered with the WTA,” said Ashleigh Barty, WTA World No. 1. “Hologic’s initiative to invest in women’s tennis shows its commitment to women’s health and women’s sport. I look forward to playing on the Hologic WTA Tour and the impact this partnership will generate for women globally.”

Hologic will be integrated into the WTA across all platforms, including net signage at all WTA tournaments and virtual advertising at WTA 1000 and 500 events. As the official health partner of the WTA, Hologic becomes the founding partner of Hologic WTA Labs, a WTA initiative focused on health innovation and research-based projects specific to female athletes. Hologic and the WTA plan to announce more joint activities in the coming months.

The new partners also will emphasize the importance of preventive care through the annual Well Woman medical visit. To learn more about the Well Woman exam, visit ScreeningsForHer.com.

Extreme E And TV3 Announce Broadcast Deal For 2022

Extreme E, the pioneering electric off-road racing series, has announced today that it has signed an agreement with TV3 Group – the leading media group in the Baltics – to broadcast its full 2022 season. TV3 Sport channels with local commentaries will air all 5 X Prix live and in full as well as race highlights, magazine, preview and review shows in Latvian, Estonian and Lithuanian territories. The full coverage will also be available on the largest OTT platform in the Baltics – Go3.

TV3 Group, the leading media group in the Baltics, is a portfolio company of Bite Group and Providence Equity Partners, a global premium asset management company. TV3 Group owns and operates the leading commercial free-to-air channels in the Baltics, the largest DTH and OTT platforms, premium film and sport channels, as well as a portfolio of leading commercial radio channels.

Extreme E has already wowed audiences around the world with its stunning inaugural season in 2021. Beamed live to millions of homes, mobiles and tablets, fans were thrilled by the high drama and jaw-dropping competition as stars of took to some of the worlds most challenging and remote locations in 550bhp ODYSSEY 21 electric SUVs in a bid for the first ever Extreme E Championship crown.

Ali Russell, Chief Marketing Officer at Extreme E said:

“Extreme E’s mission to ‘race without trace’ whilst simultaneously raising awareness of climate issues, means it is vital that our series reaches as many audiences on as many platforms as possible throughout the world. Our broadcast agreement with TV3 Group in will not only provide new viewers in Latvia, Estonia and Lithuania with a thrilling and innovative motorsport championship this year, but also convey the message that we all need to play our part in looking after our planet.”    

Raimonds Zeps, TV3 Group Head of Sports, said:

“We believe that everyone has a shared responsibility to protect the planet, environment and the climate. This responsibility also includes us at TV3 Group. We’re delighted to be among broadcasters of Extreme E highly anticipated second season. Extreme E is built around social purpose but with racing and some of the world’s best drivers at its core promoting electrification, sustainability and gender equality. These values are very important to us.”

Extreme E will visit five remote locations this year including NEOM in Saudi Arabia, (19-20 February), before heading to Sardinia, Italy (7-8 May), Senegal or Scotland (9-10 July), Antofagasta, Chile (10-11 September) and Punta Del Este, Uruguay (26-27 November). 

The series highlights a variety of environmental issues including, desertification, rising sea levels, glacier retreat, deforestation and ice melt aiming to raise awareness of the climate emergency by mixing sport with purpose to inspire change.  

Some of the biggest names in motorsport have founded teams in the championship including Formula One World Champions Lewis Hamilton and Nico Rosberg with teams X44 and Rosberg X Racing respectively. Excitement for Extreme E Season 2 is boosted further with motorsport giants McLaren joining the Championship for 2022.  The teams will each field a male and female driver racing an all-electric SUV – the ODYSSEY 21 – which is capable of firing the 1650-kilogram, 2.3-metre wide e-SUV from 0-62mph in 4.5 seconds, at gradients of up to 130 per cent. 

Cape Town 2023 Netball World Cup Announces Domestic Broadcast Rights

The 2023 Netball World Cup Company announced today that the 2023 Netball World Cup domestic broadcast rights have been awarded to both Pay TV channel SuperSport TV and the public broadcaster, the South African Broadcasting Corporation (SABC).

“A lot of work has been done behind the scenes and we have been toiling very hard. I am delighted that finally the Board and Netball South Africa have been able to put this matter to rest, more people will have access to watch the World Cup here in South Africa, across the continent and the globe. The SABC have the numbers we need in South Africa as they are a free to air broadcaster and SuperSport TV will help us penetrate the Africa market and overseas as well,” Patience Shikwambana, Chairperson of the 2023 Netball World Cup Company.

Due to the relationship between the SABC and telecommunications giant Telkom, the public broadcaster will provide Telkom with the 2023 Netball World Cup feed for them to stream it on their digital platform Telkom ONE in South Africa.

“This is an enormously exciting initiative for us,” effused Wanda Mkhize, Executive Smart Home and Content, “not only because of Telkom’s dedicated support of – and investment in – South African Netball, but also because it is another occasion to reflect the unique partnership, we have with the SABC and the impact we collectively have on making premium content, such as the Netball World Cup, available to all South Africans.” 

This will be the first time that the Netball World Cup is hosted in Africa since the establishment of World Netball some sixty-nine years ago and South Africa becomes the first country on the continent to do so.

“We are all about taking netball to the people and making the sport fashionable and attractive again. As Netball South Africa, we believe that this broadcast deal between the Netball World Cup Company and the two big broadcasters in the country is a step in the right direction – this means that more South Africans will now get a chance to see their national team (the SPAR Proteas) play on home soil, this is something that has never happened before. The continent will see their respective teams playing as well so this is great. I am hoping that as a federation we can engage with the broadcasters post the World Cup to see how we can continue growing the game here at home,” said Netball South Africa President, Cecilia Molokwane. 

“We as Netball South Africa had been in talks with the public broadcaster for a few years now since 2019 to see how best we can make sure that the game we all love gets to be on their platforms and I am happy that we are beginning to see the results now,” concluded Molokwane 

Clare Briegal, World Netball CEO who was in Cape Town for the announcement said “The appointment of the host broadcaster for the NWC2023 is an important milestone in the preparations for our first World Cup on the African continent.  We look forward to working with our partners in this endeavour towards a thrilling world class celebration of netball.”

SuperSport TV who is appointed to produce the international feed will work hand in hand with World Netball and its international broadcast agency SPORTFIVE in ensuring that the 2023 Netball World Cup is disseminated to other markets across the globe and more people get to watch the game. 

“Netball is an enormous sport played the length and breadth of our continent, so for Africa to host the 2023 World Cup is both gratifying and exciting. As broadcasters, we are delighted and aim to deliver a package that reflects the excellence and dynamism of the sport and its participants. We have major plans and intend to make history – and memories – with our offering,”- Marc Jury, Supersport Chief Executive.

The broadcast deal between the 2023 Netball World Cup Company, the SABC and SuperSport TV is a big one, as it will now see every single South African in every household have access to watch netball on TV. It has been almost a decade since we last saw netball on SABC platforms. 

Gary Rathbone, Head of SABC Sport, said, “As the SABC Sport, we pride ourselves on providing South Africans with access to sport of national interest, and the acquisition of the 2023 Netball World Cup has just reaffirmed our brand mission. As a country, we are very proud to host the tournament in Cape Town, and as SABC Sport, we believe that it’s imperative that every South African is given access to world class sport content.

Shikwambana concluded by saying, “I am eternally grateful to all the partners and stakeholders that believe in us as a business and what we are capable of achieving. This World Cup does not belong to one entity, but it is a team South Africa World Cup, it belongs to the continent as well. We are just here as custodians, but it is OUR World Cup as Africa. Thank you for playing your part in bringing the vision to life.” 

IPC Reverses Decision And Blocks Russian And Belarusian Athletes From Competing In Beijing 2022 Paralympic Winter Games

Following a specially convened meeting, the International Paralympic Committee (IPC) Governing Board has decided to refuse the athlete entries from the RPC and NPC Belarus for the Beijing 2022 Paralympic Winter Games. 

This means that Para athletes from these respective countries will no longer be allowed to participate in the Games which open on 4 March 2022. 

Andrew Parsons, IPC President, said: “At the IPC we are very firm believers that sport and politics should not mix. However, by no fault of its own the war has now come to these Games and behind the scenes many Governments are having an influence on our cherished event.

“The IPC is a membership-based organisation, and we are receptive to the views of our member organisations. 

“When our members elected the Board in December 2021 it was to maintain and uphold the principles, values, and rules of the Paralympic Movement.  As Board members that is a responsibility and duty we take extremely seriously. 

“In taking our decision yesterday we were looking at the long-term health and survival of the Paralympic Movement.  We are fiercely proud of the principles and values that have made the Movement what it is today.  

“However, what is clear is that the rapidly escalating situation has now put us in a unique and impossible position so close to the start of the Games.  

“Yesterday we said we would continue to listen, and that is what we are doing. 

“In the last 12 hours an overwhelming number of members have been in touch with us and been very open, for which I am grateful. They have told us that if we do not reconsider our decision, it is now likely to have grave consequences for the Beijing 2022 Paralympic Winter Games. Multiple NPCs, some of which have been contacted by their governments, teams and athletes, are threatening not to compete.

“Ensuring the safety and security of athletes is of paramount importance to us and the situation in the athlete villages is escalating and has now become untenable. First and foremost, we have a duty as part of the Paralympic mission, enshrined in the constitution, to guarantee and supervise the organisation of successful Paralympic Games, to ensure that in sport practiced within the Paralympic Movement the spirit of fair play prevails, violence is banned, the health risk of the athletes is managed and fundamental ethical principles are upheld.

“With this in mind, and in order to preserve the integrity of these Games and the safety of all participants, we have decided to refuse the athlete entries from RPC and NPC Belarus. 

“To the Para athletes from the impacted countries, we are very sorry that you are affected by the decisions your governments took last week in breaching the Olympic Truce. You are victims of your governments’ actions. 

“Athlete welfare is and always will be a key concern for us. As a result of today’s decision 83 Para athletes are directly impacted by this decision. However, if RPC and NPC Belarus remain here in Beijing then nations will likely withdraw. We will likely not have a viable Games. If this were to happen, the impact would be far wider reaching.

“I hope and pray that we can get back to a situation when the talk and focus is fully on the power of sport to transform the lives of persons with disabilities, and the best of humanity.”

iSportConnect: This is a very severe decision for the IPC to have to make, after athletes will have spent years training for this moment, and the athletes have always been the cornerstone priority for the IOC and IPC. However, in a situation where the presence of Russian and Belarusian athletes may lead to boycotts by fellow participating athletes refusing to compete against them, the IPC was forced into changing course over the last 24 hours.

MLB Season Delayed After CBA Negotiations Between League & MLBPA Passes Deadline With No Agreement

Tuesday’s deadline for a new collective bargaining agreement passed without a deal between Major League Baseball and the MLB Players Association, as the players voted to reject the league’s final proposal before 5 p.m. ET.

With no deal in place, MLB announced that each team’s first two series of the regular season will not be played, meaning that the regular season will begin no earlier than April 7, while Spring Training games will begin no earlier than March 12.

MLB extended Monday night’s deadline until Tuesday at 5 p.m., believing enough progress had been made during Monday’s 16-hour bargaining marathon that a deal could be consummated the next day.

“We worked hard to avoid an outcome that is bad for our fans, bad for our players and bad for our clubs,” said Commissioner Rob Manfred while speaking to the assembled media in Jupiter, Fla., where the negotiations were taking place. “I want to assure our fans that our failure to reach an agreement was not due to a lack of effort on the part of either party.”

MLB made what it called its “best offer” before the deadline, though the MLBPA rejected it, prompting the league to take the first week’s worth of games off the schedule.

“The clubs and our owners fully understand just how important it is to our millions of fans that we get the game on the field as soon as possible,” said Manfred. “To that end, we want to bargain and we want a deal with the Players Association as quickly as possible.”

In February, Manfred said that based on injury data and the experience of the 2020 pandemic-shortened season, Spring Training should be at least four weeks long in order for players to properly prepare for the season. Without a deal on Tuesday, that means starting the season later than the scheduled March 31 Opening Day.

MLB’s final offer would have meant nearly $500 million in additional compensation for pre-arbitration players through a 23% increase in minimum salary and a $30 million pre-arbitration bonus pool. It would have also increased the competitive balance tax threshold to $220 million, a jump from $214 million in 2021. The MLBPA was reportedly seeking an $85 million bonus pool for pre-arbitration players and a competitive balance tax threshold starting at $238 million.

Puma Extends W Series Partnership And Signs Emma Kimiläinen

W Series announces that Emma Kimiläinen will compete for the Puma W Series Team in 2022 as the brand extends its team title and global racewear partnership this year

Emma has won two races in her two seasons with W Series, the latter victory – at the Circuit de Spa-Francorchamps in Belgium last August – starting a run of four consecutive podium finishes which saw the 32-year-old Finn end the season in third place in the championship standings. Emma will now look to take that excellent form into the 2022 W Series season, which consists of support races at eight Formula 1 Grand Prix weekends, starting in Miami, USA, in May. The Puma W Series Team finished sixth in last year’s inaugural teams’ championship, and Emma’s team-mate will be announced in due course.

Puma Motorsport broke the mould during W Series’ second season in 2021 by tailoring racewear specifically for female drivers for the very first time. As part of their women’s platform, She Moves Us, Puma will supply bespoke racewear during W Series’ third on-track season. Puma Motorsport has supplied high-performance, flame-retardant racewear for W Series’ drivers since the inaugural season in 2019. Puma is associated with the highest levels of motorsport and their tailored, triple-layer Nomex race suits ensure F1 standards of safety, performance, and comfort.

Catherine Bond Muir (Chief Executive Officer, W Series) said:

“I am delighted that Puma will continue to support W Series’ mission in 2022. Our brands are perfectly aligned – W Series aims to change the face of motorsport and increase opportunities in our industry for girls and women all around the world, while Puma is committed to celebrating females who inspire others, as shown by their support of W Series since our inaugural season. All of W Series’ drivers are inspirational and none more so than Emma Kimiläinen, who has competed against and beaten the world’s best drivers throughout her career and continues to do so whilst juggling her life as a businesswoman and a mother.

“Like us, Puma is determined to do all it can to help our drivers showcase their talent on motor racing’s greatest stage, and W Series’ drivers will once again be equipped with racewear tailored to their exact specifications, enabling them to feel comfortable in the car and perform at their best.”  

Emma Kimiläinen (Puma W Series Team) said:

“I am very proud to be racing for the Puma W Series Team this year. With their She Moves Us campaign, our brand and values fit together perfectly and, being a professional athlete at the top level and a mother, I hope to inspire girls and women chasing their dreams in sports. It’s amazing to be recognised by Puma and the fact that they believe in my talent even though I’m a 32-year-old mum speaks volumes. Together we can show the world that, irrespective of your age or gender, you can always pursue your dreams.

“After finishing fifth in the inaugural W Series season and third last year, I’m aiming to continue my progress and win the title in 2022. The first half of last season was difficult, but I know what I need to succeed this year and I’m certain that the Puma team will provide that and enable me to launch a strong bid for the title – nothing less will do.

“Pre-season has been good so far with lots of snowmobiling at home in Finland and I’ve been training really hard. I’m looking forward to pre-season testing in Spain this week – we are a tight family in W Series so it will be lovely to see some old faces and greet some new ones.”

James Clark (Head of Sports Marketing Motorsport & Operations, Puma) said:

“It is fantastic to join forces with W Series and our own Puma W Series Team again this year, and I would like to thank the entire W Series team for embracing our vision. W Series has become one of the key pillars of our women’s campaign, She Moves Us, which celebrates females who move culture and sports forward and inspire women around the world. Passion for motorsport is in Puma’s DNA and we are excited to watch W Series grow worldwide. Through the She Moves Us campaign, we will provide comprehensive support and endeavour to drive women in motorsport forward, celebrating the success of the Puma W Series Team and the series as a whole.”

Maura Everett (Senior Brand Strategist, Women’s Performance, Puma) said:

“We are excited to have Emma Kimiläinen join the Puma family as she is the embodiment of She Moves Us: excelling as an elite athlete in a male dominated sport while being a full-time mother. Emma’s winning attitude on and off track will inspire the next generation of women in motorsport.”

Women’s Six Nations Unveils New Brand Identity Alongside TikTok

Six Nations Rugby has revealed a striking new brand identity for the TikTok Women’s Six Nations, that will be rolled out starting from this year’s Championship.

Charged with a sense of energy and led by an electric purple colour palette, Six Nations Rugby has invigorated the look and feel of the Women’s Championship to deliver a progressive, engaging, and digital-first identity that will form part of a fresh approach to content and storytelling.

Intended to resonate with existing fans and captivate new audiences, the reimagined brand identity joins a recent set of firsts for the Women’s Six Nations. One such crucial first was entertainment platform TikTok becoming the first ever Title Partner of the Women’s Championship, and as such the brand takes prominence within the new Championship logo and associated assets.

Alongside this is the unrivalled global broadcast support for the TikTok Women’s Six Nations, which once again occupies its own moment in the international rugby calendar.

As a result, the opportunity to engage with the Women’s Championship has never been so readily available, making this year’s competition the most accessible in its history.

Commenting on the new identity, Sarah Beattie, Chief Marketing Officer for Six Nations Rugby, said:

“Earlier this year Six Nations Rugby introduced the first ever Title Partner of the Women’s Six Nations: TikTok. To now reveal an all-new brand identity for the Championship is an important next step a in establishing a distinct creative platform, personality, and direction, to fuel the growth of the Women’s game.”

“Based on fan research we developed a brand position that will shape our approach to fan engagement. The intent behind the new identity was to mirror the electric energy of rugby we have come to expect from the Women’s Championship, celebrate the sense of togetherness and connect more people to the game-changing heroes that will inspire future generations.”

The TikTok Women’s Six Nations kicks off on 26th March, when Scotland host England, Ireland welcome Wales and France play Italy on Sunday 27th March.