UFC And Bet365 Extend Partnership In UK And Ireland

UFC, the world’s premier mixed martial arts organisation and bet365, have announced an extension of their partnership that names bet365 the exclusive ‘Official Betting Partner’ of UFC in the UK and Ireland, following a successful collaboration in 2021.

As part of the agreement, fans will be treated to top-class MMA content as UFC and bet365 reveal the launch of a new YouTube show entitled ‘One on One,’ hosted by UFC analyst and commentator Laura Sanko. Sanko brings her exceptional MMA insight as she sits down with some of the best MMA fighters in the world. The show will include behind the scenes action as well as fight previews, reviews, and feature-based content.

In addition to this bespoke content, bet365 will also be placed in front of UFC’s fanbase as it features in select UFC digital content distributed across the promotion’s social media platforms. This includes fan favourite series ‘If you don’t know, now you know,’ hosted by UFC President Dana White.

“After such a successful 2021 with bet365, we’re looking forward to expanding our partnership to include the creation of new digital content for our fans this year,” said Nick Smith, Vice President of Global Partnerships at UFC. “This is the continuation of what we believe will be a long relationship with bet365.”

A bet365 spokesperson commented on the partnership: “We are delighted to extend our relationship with UFC in a year that sees the organisation return to the UK with live events. We are looking forward to giving Laura Sanko an additional platform to engage with the UFC fan base and show her technical insight and analysis.”

The agreement also includes visibility for the sports betting organisation on UFC FIGHT PASS, the leading digital subscription service for combat sports, as it becomes the presenting partner of the Cage Warriors playlist on UFC FIGHT PASS. bet365 branding will also have visibility within the world-famous Octagon® at select UFC events.

DP World Tour Signs Hero MotoCorp As Title Partner

The DP World Tour has announced that Hero MotoCorp will be the Title Partner for the upcoming Ras Al Khaimah Team Challenge – which will now be known as the Hero Challenge.

The Hero Challenge is a one-day exhibition event that will be played on Tuesday February 8 at Al Hamra Golf Club. It will feature 26 teams of two professionals per team playing over nine holes in a classic Scramble format. The event takes place in the build-up to the Ras Al Khaimah Classic, which takes place from February 10-13, and as part of this agreement, Hero MotoCorp will also be an Official Partner of the Ras Al Khaimah Classic.

Hero MotoCorp, the world’s largest manufacturer of motorcycles and scooters, is a big supporter of innovation in golf and the DP World Tour in particular. This includes its existing Title Partnership of the Hero Indian Open and the Hero Open at Fairmont St Andrews. The upcoming exhibition event is the latest in a series of Hero Challenges that take place on the DP World Tour each season, which see the world’s best players compete in unique challenges and competition formats.

Dr. Pawan Munjal, Chairman and CEO, Hero MotoCorp, said; “Golf has rapidly gained popularity on the world stage, and yet there is a constant need to push the envelope and bring innovation to attract younger audiences. Hero MotoCorp has been one of the largest promoters of multiple disciplines of sports around the world for more than two decades now, and Golf remains a key focus for us. The Hero Challenge has been one of our initiatives as part of this commitment. We are delighted to be the Title Partner of this unique one-day exhibition event. As part of this collaboration, we are also happy to be an Official Partner of the Ras Al Khaimah Classic.”

Guy Kinnings, Deputy CEO and Chief Commercial Officer of the European Tour group, added; “Hero MotoCorp have been a key partner in our drive to introduce innovative new formats into the game of golf. Whether it’s setting new Guinness World Records or bringing players together for fun exhibition events, our series of Hero Challenges are attracting more fans to the game. The Hero Challenge in Ras Al Khaimah will certainly be a unique test for the world’s best players, with a classic Scramble format no doubt leading to some remarkably low scoring.”

Manchester United Set To Unveil $27m Deal With Tezos

Manchester United is ready to unveil multi-year sponsorship deal with crypto network Tezos, according to The Athletic.

Both parties have reportedly agreed to a deal worth over $27 million per year, and Tezos will be featured on the football club’s training kit.

Tezos will replace the previous eight-year deal with American insurance company AON, which concluded at the end of last season.

This news follows a long line of crypto-related sports marketing, which has

UEFA Highlights Investment In Youth And Women’s Football In The European Club Footballing Landscape Report

UEFA has released the thirteenth edition of The European Club Footballing Landscape report, its annual club licensing benchmarking report on European club football.

One of the starkest findings of the report is that the majority of the lost revenues, €4.4bn and counting, comes from lost gate receipts, with this revenue stream almost wiped out (88% down) during the financial year 2020/21 as a result of empty stands from the health emergency. Gate revenues contributed just 2% of club revenues across Europe, down from 16% pre-pandemic.

Naturally, the loss of gate receipts has had a profound impact on overall club finances. The report shows that the overall pandemic impact effect on club revenues over the 2019/20 and 2020/21 seasons is expected to be €7 billion.

But the publication shows that two key forms of club income remain strong. The report shows healthy television revenues in 2021, after disruption and rebates in 2020. In addition, the new UEFA club competition rights cycle (2021/22–2023/24) has seen further growth in broadcast rights revenue.

€1billion in youth investment
Prize money will increase to over €2.7bn per year, to be shared among the 96 clubs participating in the three club competitions. Solidarity payments for youth development to clubs not qualifying for UEFA club competitions, are projected to increase by more than 60%. Since the start of the UEFA Champions League, more than €1billion has been distributed to more than 1,500 clubs and academies across Europe for youth investment purposes.

The report also shows that players aged 23 or under accounted for 55% of total transfer spending (by value) across Europe’s 20 largest transfer markets, compared with a ten-year average of 47%. This suggests that clubs increasingly believe that value can be found in younger players, given their resale potential.

Women’s focus

The report includes a dedicated and detailed chapter on the growth and status of women’s football in Europe. It shows that a major contributing factor in the growing commercialisation of the women’s game is the increased exposure gained through match broadcasts. Twenty of Europe’s 42 top divisions now have structured domestic broadcasting deals in place across a range of media platforms.

There is also a new players section. Among the wealth of information contained within, it shows that among the Big 5 leagues, Italy’s Serie A clubs used the most players on average, fielding an average of 30.9 players, four more than clubs in the Premier League. LOSC Lille fielded the fewest players (21) of all clubs in the Big 5 leagues, with only Sweden’s Halmstads BK using fewer (20) overall. By contrast, FC Schalke 04 used 42 players, the most of all the Big 5 league clubs, while Russia’s PFK Tambov fielded an extraordinary 50 players over the course of their league season. The report also simulates the likely impact of new FIFA regulations on European clubs.

Aleksander Čeferin, looking ahead: “One lesson of the past two years has been that it is only by showing solidarity and working together that European football can overcome existential challenges such as the pandemic. That was also a lesson drawn from the so-called Super League project. The self-interested actions of a misguided few were thwarted by the unity of European football – fans, clubs, players, and national associations.

“This report provides sobering details of the post-pandemic challenges that await us, but it also illustrates the remarkable robustness and resilience of European football, with its unified approach. Ultimately, the pandemic will only make us stronger. The COVID crisis has also highlighted to what extent football is part of the fabric of European life. Football was a true lifeline for many. I will make no bold predictions for the year ahead, except to say that, whether the pandemic stays or goes, European football will remain strong, stable, and united in 2022.”

WNBA Raises Capital Investment Of $75m For Brand Elevation

The WNBA announced the largest-ever capital raise for a women’s sports property, featuring new investors and existing WNBA and NBA owners.

This groundbreaking transaction is part of a multi-faceted financial growth strategy designed to generate new revenue through increased investment in priority areas as part of the league’s long-term business transformation.

Proceeds from this transaction are expected to be used for brand elevation and marketing; globalization of the WNBA; innovation, digital, and growth of consumer touchpoints; and human capital and operational optimization as part of an overall effort to address some of the league’s obstacles to growth and generating new revenue.

“We are incredibly fortunate to be able to capitalize on the current momentum around women’s sports and are grateful to the investors who have chosen to support the WNBA in an unprecedented way and to our team governors who continue to invest in the players and teams,” said WNBA Commissioner Cathy Engelbert. “Our strategy is to deploy this capital to continue to drive the league’s brand as a bold, progressive entertainment and media property that embodies diversity, promotes equity, advocates for social justice, and stands for the power of women. Having just completed our historic 25th season, with this access to additional capital, we are setting the WNBA up for a successful future and it represents a sign and signal of the future direction of women’s sports as a whole.”

As part of its ongoing commitment to empowering women athletes and women’s sports, NIKE, Inc., one of the league’s current premier partners and inaugural WNBA Changemaker, has made a significant equity investment in the WNBA. Nike’s investment further deepens the company’s support for women’s basketball and enables the WNBA to elevate the marketing and storytelling of WNBA athletes.

“Women’s sport is one of the best investments, with great potential to impact and grow the next era of basketball,” said Sonja Henning, VP, North America League Partnerships, NIKE, Inc. “Nike has always been more than a sponsor with the WNBA – we’re a strategic partner. And we’re proud to be part of a movement to redefine the future of sport for a new generation – for WNBA players, fans and girls.”

The initial investors are: Micky and Nick Arison, Carnival Corporation and Miami HEAT; Bill Cameron, CEO and President, American Fidelity, Dallas Wings; Swin Cash, WNBA legend and current New Orleans Pelicans Vice-President of Basketball Operations and Team Development; Baron Davis, NBA legend; Michael and Susan Dell, Dell Technologies and minority investors, San Antonio Spurs; Karen Finerman, CEO and Co-Founder, Metropolitan Capital Advisors; Pau Gasol, NBA legend and Member of the IOC Athletes’ Commission; Ginny Gilder, Seattle Storm; Dee Haslam and Whitney Johnson, Haslam Sports Group, Cleveland Browns and Columbus Crew; Linda Henry, Boston Globe, Boston Red Sox, Liverpool Football Club; Brad Hilsabeck, former CEO, Grantham, Mayo Van Otterloo & Co. and minority investor, Dallas Wings; Eric Holoman, President and CEO, EquiTrust Life Insurance, Los Angeles Sparks; Mark Walter, CEO, Guggenheim Partners, Los Angeles Sparks; Laurene Powell Jobs, Founder and President, Emerson Collective; Ted Leonsis, Founder, Chairman, and CEO, Monumental Sports & Entertainment, Washington Mystics and Washington Wizards; James and Heather Murren, former Chairman and CEO of MGM Resorts International; NIKE, Inc; Condoleezza Rice, Stanford University and 66th US Secretary of State; Angela Ruggiero, CEO and Co-Founder, Sports Innovation Lab; Herb and Steve Simon, Fever Basketball, LLC; and Joe and Clara Tsai, New York Liberty and Brooklyn Nets.

“Susan and I are excited about the growth opportunity in women’s sports and specifically the WNBA,” said Michael Dell, CEO, Dell Technologies and minority investor, San Antonio Spurs. “We also are proud to support a league that is committed to empowerment, and we look forward to supporting Cathy and all the accomplished and diverse women of the WNBA to make a positive impact in the world.”

AS Monaco To Keep Time With Purnell Until 2025

AS Monaco has named Purnell as the Club’s official timekeeper until 2025.

Purnell distinguishes itself in the field of avant-garde fine watchmaking and in particular in the field of the tourbillon, a mechanism used for watches combining beauty and luxury.


The partnership between AS Monaco and Purnell includes the creation of an exclusive co-branded collection, the models of which will be unveiled in the spring of 2022, the display of the products in the club’s emblematic locations, such as the Stade Louis-II and the Performance Centre, as well as digital and money can’t buy activities.

We are delighted to welcome Purnell to the AS Monaco family. Purnell is a brand known for its know-how, its audacity, its sense of innovation and performance, notions that fit perfectly with our philosophy.

Maurizio Mazzocchi, CEO of Purnell : “Like our watches, AS Monaco represents prestige, style and dynamism. Our two brands are rare jewels in their respective fields, and we fully identify with AS Monaco’s slogan: RISE. RISK. REPEAT. !”

Oleg Petrov, Vice President General Manager of AS Monaco : “We are delighted to welcome Purnell to the AS Monaco family. Purnell is a brand known for its know-how, its audacity, its sense of innovation and performance, notions that fit perfectly with our philosophy. We are looking forward to this collaboration.”

McLaren Racing Expands Partnership With AzkoNobel

McLaren Racing has announced a multi-year extension to its long-standing partnership with paint and coatings partner AkzoNobel. In addition, the partnership will now expand to see AkzoNobel become a Sustainability Partner of McLaren Racing.

AkzoNobel will continue to create and develop paint technology for the McLaren Formula 1 team, using products and technologies to support McLaren’s performance while driving innovation in other industries.

As a Sustainability Partner, AkzoNobel will now expand its collaboration with McLaren to explore new possibilities in the areas of sustainability, technical innovation and product development.

Matt Dennington, Director of Partnerships, McLaren Racing, said: “It’s fantastic to extend and expand our partnership with AkzoNobel. We’re looking forward to taking this innovative and long-running relationship into a new chapter, taking a more integrated approach to development that will see AkzoNobel support us on our mission to become a more sustainable team.”

Patrick Bourguignon, Director of Automotive and Speciality Coatings, AkzoNobel, said: “We’re incredibly proud and excited to be enhancing our relationship with such a long-standing and valued partner so that we can achieve more together. Our shared focus on outstanding performance and pioneering innovation will help to propel us both forward and add a new dimension to our formula for success.

“We’re also looking forward to incorporating our People. Planet. Paint. Approach as we strive to play an active role in McLaren Racing’s sustainability journey. It’s all about building on the amazing success we’ve had so far and shaping the partnership for the future.”

PGL Appoints IMG As Media Rights Distribution Agency

Tournament organiser PGL has appointed IMG to distribute its media rights globally for its 2022 event portfolio. This will include some of the highest profile esports events of the year, including The PGL Counter-Strike: Global Offensive (CS:GO) Major Championship, Antwerp The deal will also see IMG become PGL’s exclusive sponsorship agency.

The CS:GO Major Championship 2022 will take place from May 9-22, with the finals taking place in front of a live audience at the Sportpaleis in Antwerp, Belgium, between May 19-22. The agreement will also include the rights for the Regional Major Rankings (RMR), which will take place in April. The top 24 teams will be invited to the Major from six different regions.

Silviu Stroie, CEO, PGL, said: “We are looking forward to working with IMG again on our rights portfolio this year as well as expanding our relationship as our exclusive partnership agency. We will be utilising IMG’s global reach and expertise to extend into new territories and grow audiences worldwide.”

Joe Jenkins, Commercial Manager, IMG’s media business, commented: “We were excited to work with the PGL on last year’s CS:GO Major which saw a record peak audience of 2.74 million viewers, 120 hours of broadcast airtime and the tournament being distributed in 27 languages. Stockholm 2021 was the most successful CS:GO event of all time and we are looking forward to working with PGL again and continuing this success in 2022.”

IMG will be working alongside and leveraging the expertise of Endeavor-backed, talent management and brand consulting firm RTS.

Twenty-four teams across the globe will qualify in three different tiers; Legends; Challengers, and Contenders. The headline teams will be Ninjas in Pyjamas, Team Vitality, G2 Esports, Furia Esports, Team Liquid, Evil Geniuses, Natus Vincere (NAVI) and Gambit Esports. NAVI will be looking to retain their major title.

Arsenal FC Agrees Strategic Partnership With Extramarks

Extramarks, a leading global provider of new-age digital learning solutions, has announced a strategic partnership with Arsenal Football Club to become its exclusive Official Learning Partner in India, South Africa, Indonesia, and the Middle East.

The landmark agreement will enable Extramarks to combine football and education to drive awareness of its offerings, attract new-age learners and promote access to ‘Complete Learning Solutions’ for their holistic learning and development.

As part of the multi-year collaboration, Extramarks will introduce grassroots-level learning programs, football workshops, meet and greets with the players, and other exclusive competitions and experiences in partnership with Arsenal to bolster engagement with its flagship schools and learners. Extramarks will also have access to a wide array of digital, social, and logistical assets, including Arsenal imagery, club-certified coaches, and access to the club’s London Colney Training Centre to support learning opportunities at all levels.

Commenting on the partnership, Ritvik Kulshrestha, Chief Executive Officer, Extramarks Education, said,” Arsenal is among the best-supported football teams globally and is known for its elegant style of play. Over the years, the club has built a strong resonance and support with young people in India. These factors make it a terrific format to expand our audience exponentially. Both Extramarks and Arsenal have a rich history, and it is a matter of pride for us to share our passion for inclusive (or holistic) learning by bringing on-field experiences into the classroom environment.”

Arpit Agarwal, Vice President-Marketing, Extramarks Education, added, “Football is an attractive avenue for fast-paced brands like Extramarks to increase awareness. With a committed fan base in India, the partnership with Arsenal will drive awareness and demonstrate our offerings to a larger audience with a favorable attitude towards digital learning. This is a one-of-its-kind partnership for us, and we are excited to team up with Arsenal in the coming year and create a lot of value for our audiences.”

Juliet Slot, Chief Commercial Officer, Arsenal, said, “Extramarks is doing brilliant work around the world to make learning more accessible and exciting for young people. Arsenal have millions of followers globally, and we’re delighted to team up with Extramarks to help them reach and engage a new audience with new learning opportunities. From our first-teams to our academy and right across the club, we have a passion for learning and development, and we’re excited to work with Extramarks to combine our expertise.”

The association between Extramarks and Arsenal aims to make the learning experience more wholesome, both on-field and in the classrooms. In addition, Extramarks will reinforce its revamped brand identity and 360-degree learning solutions for in-school and at-home learning through various marketing, advertising, and promotional activities. Extramarks and Arsenal will also mutually explore opportunities to use their voices as a force of good to showcase how football and education together can motivate and inspire schools and learners alike.

LaLiga Enters Into A Strategic Alliance With Vivo In Spain And Portugal

LaLiga and the technology company, Vivo, have signed a strategic alliance in Spain and Portugal, one that will run for the next two years.

With this, the fourth-largest smart devices brand in the world is becoming LaLiga’s first official smartphone partner. This sponsorship agreement, which will run until 2025, gathers both entities’ commitment delivering excellence on entertainment and sports industry’s digital transformation.

During the signing of this agreement, vivo’s president for Spain and Portugal, Diego Xiao, stated: “LaLiga and vivo share a passion for making new, unique and innovative experiences possible for our fans. In fact, a fundamental part of this collaboration, in line with the slogan of a campaign we’re launching “Cuánto más lo vives, más te une”, is the commitment of both brands to design, innovation and passion.”

Óscar Mayo, executive general director at LaLiga, said: “We are delighted to welcome vivo to the portfolio of LaLiga sponsors. We both look for excellence in what we do. At LaLiga, we work to offer football fans the best audiovisual products and we know that vivo focuses on helping its users to enjoy the greatest experiences and to achieve the ‘Perfect shot’.”

vivo is the fourth-largest smart devices brand worldwide and this sponsorship agreement consolidates the company’s backing of football, of which it is already an official partner for the UEFA EURO 2020, FIFA 2022 and UEFA EURO 2024; as well as its commitment to Spain, which is a key market for the company.

“2022 is going to be an exciting year for vivo in Spain. We are very proud that this country is the best performing in Europe and one of our key markets. For this reason, we would like to thank consumers for their trust, as we know that football arouses passions here and we want to share them with fans from all over the country, and the rest of the world” stated Diego Xiao, president of vivo in Spain and Portugal.

Since launching in Europe in October of 2020, vivo has already achieved good momentum in the continent. Detailed reports by industry analysts have detected continuous growth, highlighting vivo’s determination and commitment to the European markets, following its mantra: doing right things in the right way.