ICC inks global partnership with Sobha Realty

The International Cricket Council (ICC) has announced a major new partnership in which the international luxury real estate brand Sobha Realty has become a Global Partner for ICC Men’s events.

The partnership will showcase Sobha Realty’s meticulous attention to detail and will draw synergies with the moments of brilliance that are synonymous with ICC pinnacle events. It reinforces Sobha Realty’s position as a leading global real estate player, reflecting a shared pursuit of excellence, precision, and global influence.

Spanning a visible presence in-stadia and with further touchpoints across broadcast and digital channels, ICC and Sobha Realty will develop content that celebrates the ‘Art of The Detail’ and the outstanding moments of precision that define elite-level cricket.

The partnership will also spotlight Sobha Realty’s detail-oriented approach to design and hospitality, offering guests unique viewing experiences starting with the ICC Men’s Champions Trophy 2025, when the eight best teams in the world compete for the iconic white jackets across Pakistan and the United Arab Emirates from 19 February.

ICC Chair, Jay Shah said: “We are delighted to welcome Sobha Realty as a Global Partner in the ICC’s Commercial Partner Programme, aligning with some of the most iconic events in the cricketing calendar. This partnership represents a powerful fusion of two brands that share a commitment to excellence and passion. With the ICC Men’s Champions Trophy just around the corner, we look forward to seeing how this collaboration will enhance the legacy and impact of ICC events on a global scale.”

Mr. Ravi Menon, Chairman of Sobha Group, said: “Our partnership with the ICC marks yet another milestone in Sobha Realty’s global journey. It reflects our shared commitment to delivering exceptional experiences to a worldwide audience while reinforcing our presence on the international stage.”

“This collaboration is a testament to our pursuit of excellence, aligning Sobha Realty with the world’s finest. It extends our engagement with millions of passionate fans across continents, further enhancing our global influence,” he added.

The collaboration between ICC and Sobha Realty is poised to redefine fan experiences, celebrating the art of precision and excellence, both on and off the field.

FC Barcelona signs Roca as the ‘Official Bathroom Solutions Provider’

FC Barcelona and Roca have signed a sponsorship agreement whereby the company specialised in the design, production and marketing of bathroom products becomes the new Official Bathroom Solutions Provider to Espai Barça for three seasons, until 30 June 2028.

With this new alliance, the club has added a new strategic partner to a landmark and transcendental project. Roca products will feature in all of the stadium bathrooms, combining design, innovation and sustainability to offer the greatest comfort and utmost hygiene to fans visiting the redeveloped venue.

The agreement between the club and Roca, included in the sponsorship programme associated with the future Spotify Camp Nou, once again showcases FC Barcelona’s commitment to developing a stadium equipped with all the finest comforts and services, offering the best possible experience in each of the spaces that make up Barça’s new home. This alliance represents the shared commitment between FC Barcelona and Roca to excellence, with the new ground offering an ideal platform for Roca to endow the thousands of fans who visit Espai Barça with cutting-edge solutions that reflect its leadership and international prestige.

The club has always been proud of its Catalan origins and roots, so teaming up with Roca, a company that takes the spirit of Barcelona as one of its main signs of identity, is an example of how local companies with a clear international vocation are committed to being partners of Espai Barça, a project by and for the city that is fast becoming a reality and aspiring to be a global benchmark.

The partnership between FC Barcelona and Roca reflects the ambition of both entities to take the fan experience to another level. It also presents an opportunity for the sponsorship programme created specifically for Espai Barça, one of the most important projects in the club’s history and which has become a platform full of new opportunities for both for B2C and B2B companies to take maximum advantage of FC Barcelona’s impact and global appeal.

Espai Barça, more than a stadium
Espai Barça is a groundbreaking project in the world of sports and entertainment, and includes the renovation of the iconic Spotify Camp Nou to make it the best sports complex in the centre of a large city, incorporating all the comforts for the almost 105,000 spectators. All the spaces in the new stadium will be equipped with Roca items of the highest quality on the market, all designed to combine innovation and sustainability.

Statement by Joan Laporta, President at FC Barcelona: “The agreement with Roca shows the club’s commitment to equipping the new Spotify Camp Nou with elements of the highest quality on the market, improving the comfort for all fans who visit the stadium and enjoy a match day at the redeveloped venue. Furthermore, having the support of leading Catalan companies, such as Roca, fills us with pride and represents another step towards achieving Espai Barça”.

Statement by Miquel-Angel Munar, SMD Roca Group EMEA: “For Roca, it is a privilege to collaborate with FC Barcelona, ​​an entity with which we share deep roots and values. The new Espai Barça represents a unique opportunity to project our shared vision of innovation and sustainability to a global audience. We are proud to be able to contribute to the well-being of fans at the new Spotify Camp Nou, offering a bathroom experience in keeping with the club’s excellence”.

FIFA World Cup 26 Houston Host Committee signs NRG Energy as official supporter

The FIFA World Cup 26 Houston Host Committee has announced NRG Energy as an official Supporter of FIFA World Cup 26 Houston. 

As an official Supporter, NRG Energy will serve as an integral part of the city’s efforts to host the world’s biggest sporting event in 2026 and leave a lasting impact on the community through various soccer-related community initiatives. 

“We are extremely excited to have NRG as one of our Houston 2026 World Cup Host City Supporters,” said Chris Canetti, President of the FIFA World Cup 26 Houston™ Host Committee. “NRG’s support of the Houston 2026 World Cup Host Committee will help us successfully deliver an impactful world class event. We are grateful to NRG for its partnership and its on-going commitment to our community.” 

Houston will host 7 matches during FIFA World Cup 2026™. In addition to its operational support, NRG will take part in FIFA Fan Festival in Houston celebrations where it will showcase green initiatives and promote community learning around environmental responsibility. 

The FIFA World Cup 26 Houston™ Host Committee is committed to not only showcasing great soccer matches but engaging the city and region to promote the game of soccer, sustainability programs and continue the fight against human trafficking. 

“Our partnership with the FIFA World Cup 26 Houston™ Host Committee marks an important moment for NRG and the City of Houston,” said Gin Kinney, NRG Chief Administrative Officer. “This collaboration aims to elevate soccer’s presence in Houston and inspire greater youth participation in the sport. Together, we are bringing the excitement of world-class soccer to Houston and celebrating this moment to drive impact where it matters most – right here in our hometown.” 

As part of this partnership, Reliant, an NRG company, will host a series of youth soccer clinics with RISE Soccer Club including one featuring U.S. Men’s National Team legend and Texas native Clint Dempsey.  

The camps are designed to provide RISE soccer players with valuable hands-on learning and skill building while fostering a deeper connection to the sport. 

Lifting the Future: IWF’s Bold Vision for Growth, Equality, and Olympic Excellence

In an insightful conversation with iSportConnect’s Taruka, International Weightlifting Federation (IWF) President Mohammed Jalood discusses the federation’s key initiatives to promote weightlifting in underrepresented regions, the sport’s Olympic future, and governance reforms. He also shares IWF’s strides toward gender equality, digital innovations, and commercial growth, along with his long-term vision for the sport. Dive into this in-depth interview to understand how weightlifting is evolving on the global stage.

What are the key initiatives the IWF is implementing to promote weightlifting in underrepresented regions?

The IWF is firmly committed to ensuring aspiring athletes are provided opportunities to engage with weightlifting, and we have several key initiatives in place to achieve this.

We launched the Refugee Team Programme in 2023, which provides athletes with refugee status the chance to compete internationally. This initiative, in collaboration with the UNHCR, ensures that displaced athletes can remain active in the sport and pursue their aspirations internationally. 

Additionally, we established the Athletes Direct Support Programme. This initiative offers financial assistance to elite athletes from countries that lack strong sporting infrastructure. In its inaugural year, 10 athletes from underrepresented nations, notably Kenya, Uganda, Korea, Iran, Ireland, Türkiye, Argentina, Jamaica, New Zealand and Papua New Guinea were supported in their preparations for the Olympic Games Paris 2024.

The IWF also continues to enhance its Development Programme. Through the funds allocated to this initiative, athletes in underrepresented regions are given the opportunity to showcase their talent and qualify for global competitions such as the IWF World Championships.

These efforts are part of our broader vision to ensure weightlifting is a truly global sport and accessible to all, regardless of location or background.

How is the IWF working to ensure weightlifting’s continued inclusion in the Olympic Games, especially amidst recent challenges? How are the preparations for LA2028? How much impact will the fires have on the same?

We strongly believe that weightlifting is a cornerstone of the Olympic Games. As one of the founding sports, it embodies the “stronger” component of the Olympic motto. That said, we do not take our place on the Olympic programme for granted. The IWF has worked tirelessly to address the challenges that have threatened our inclusion in recent years, implementing reforms to enhance governance, improve anti-doping efforts and modernise the sport’s presentation to appeal to new audiences.

Looking ahead to LA2028, the city has a rich sporting history, including weightlifting, so we are optimistic about the opportunities this presents. While it is difficult to comment on the potential impact of the devastating wildfires, we are confident that LA, with the support of the IOC and the entire Olympic Movement, every effort will be made to deliver a brilliant Games. 

What reforms has the IWF undertaken to address governance and anti-doping issues, and what progress has been made?

Doping remains a challenge across all sports, and weightlifting has previously faced difficulties in this regard. However, we have made significant strides over the past six years to confront this issue head-on. Our renewed partnership with the International Testing Agency (ITA), recently extended through to 2028, is a demonstration of our commitment to clean competition. The results are already evident. For instance, ahead of Paris 2024, weightlifting was one of the few sports where every single athlete underwent testing in the six months leading up to the Games. Additionally, the athletes competing in Paris earned their places through a revised qualification system praised by the IOC, as it requires consistent participation in tested competitions throughout the qualification period.

In terms of governance, the IWF has undergone a complete transformation. Our revised constitution enforces stringent ethics and integrity requirements for anyone involved in the federation’s leadership, with compliance overseen by an independent Eligibility Determination Panel. Today, the IWF is guided by a leadership team unified in its mission to prioritise the best interests of the sport and its athletes. We are not only closing the door on the past but building a foundation for a brighter and more sustainable future.

What steps are being taken to ensure equal opportunities for male and female weightlifters across competitions and leadership roles?

Equality is a principle that underpins everything we do at the IWF, and we are proud of the progress weightlifting has made in this area. Today, our female weightlifters enjoy the same opportunities as their male counterparts, both in competition and in broader participation. This was exemplified at Paris 2024, where the quotas were strictly equal, with 60 men and 60 women competing.

Beyond the numbers, we are seeing meaningful cultural shifts. The growth of women’s weightlifting in regions like Saudi Arabia, Iran, and Syria illustrates the power of weightlifting and its ability to transcend societal barriers. The IWF will continue to support and facilitate this growth, not only for athletes but also for women seeking roles in coaching, officiating and leadership. 

At institutional level, we are also committed to enhance gender equity. The IWF Executive Board now comprises nine women, including Ursula Papandrea serving as the IWF’s First Vice-President. This is a clear demonstration of our commitment to gender diversity at the highest levels of governance.

With the rise of virtual sports, is the IWF exploring any innovative formats or collaborations with digital platforms to engage fans?

The rapid pace of digital transformation creates lots of exciting opportunities for our sport – particularly in the form of direct-to-consumer revenue generation. It also opens up potential for great fan and viewer engagement through enhanced sports presentation. We recently renewed our partnership with SPORTFIVE for the 2024–2028 period, which is allowing us to expand our broadcasting and marketing efforts across a broad range of our events, including the upcoming IWF World Championships in Forde (NOR) and in 2026 the IWF World Championships in Ningbo (CHN).

Who are your current commercial partners? Is the federation looking for more sponsorships and in which verticals?

The IWF has several long-standing key partnerships that are integral to our growth and development, such as our barbell and platforms manufacturers. Additionally, we recently signed an our eight-year agreement with SBD, a leading global sports brand, designing and manufacturing technical clothing, supports and accessories. As mentioned before, our partnership with SPORTFIVE, renewed for the 2024–2028 period, will help bring our sport to new audiences around the world. 

We remain open to new sponsorship and partnership opportunities in sectors that align with the evolving interests of our audiences and offer exciting potential for our sport to grow in new directions.

As President, what is your long-term vision for the IWF and the sport of weightlifting?

The IWF is working to continually strengthen its position in the Olympic Movement and stand out in the highly competitive world of international sport. We’re lucky to have such a wealth of expertise and experience within our team, but as a modern organisation, we need a clear plan to reach our full potential. 

That’s why we created our Strategic Plan for 2024-2032. This plan is a strong roadmap based on four key areas: protecting our athletes, improving our events, future-proofing the IWF and exploring new opportunities beyond our usual focus. The Plan includes over 100 specific actions and strategies to push each area forward and we’re in the process of actioning these goals. Every one of them is achievable by 2032, and I’m proud of the direction we’re heading.

KTM’s Future in MotoGP: Battling Financial Turmoil with a Bold Racing Vision

In this Member Insights piece, David Alexander, the founder and MD of Calacus PR highlights why these are turbulent times for Austrian motorcycle manufacturer KTM.

It was revealed late last year that they were struggling as a business, with debts estimated to be as high as €3 billion.

The company has entered self-administration after cutting its board of directors from six to two members and has so far made 1800 employees redundant amid a 29% decrease in revenue from 2023, as well as cutting production by 26%.

One of the best-known names in the paddocks, Jeremy McWilliams, also had his contract terminated after 15 years of collaboration as a test driver and technical developer at the Austrian manufacturer.

Creditors had been putting pressure on the company to quit the championship to save costs, with a document previously released by a court in Austria stating that an exit was planned, without specifying a particular date.

KTM have implemented a 100-point restructuring plan to solve its financial problems, maintaining its commitment to MotoGP, while other manufacturers were reported to fear a potential departure from the championship could affect the prestige of the competition.

The manufacturer has stated that it “strives to maintain a policy of transparent, timely and comprehensive information and communication with the capital market participants and the general public.” 

That’s a good position to take when the crisis is in the public domain. Too often, organisations want their owned channels to avoid mention of difficulties rather than give them the prevalence that they require.

A recent hearing in Austria revealed that 23 potential investors had expressed interest in KTM, with the company looking at a possible €900 million injection from various parties.

With an intention to compete in Moto GP in 2025, KTM have a responsibility to their fans, partners and the sport as a whole to continue business as usual, despite the financial storm clouds.

KTM has four bikes entered in MotoGP, having signed two high-profile riders in Maverick Vinales and Enea Bastianini alongside Pedro Acosta and Brad Binder, 

That’s why KTM deserve so much credit for running a comprehensive launch ahead of this year’s Moto GP campaign, including all four of its riders across its two teams, alongside senior staff and KTM motorsport CEO Pit Beirer for media interviews.

It’s perfectly reasonable that the media were made aware that the speakers would not be discussing KTM’s finances, with the focus primarily on the Moto GP launch.

Only Beirer spoke about the financial challenges, but his answers were full and thorough, not evasive and clipped. He said: “It has been a rough winter. Only on December 20 last year was it confirmed that racing would remain part of the company as we move forward.

“There have been many questions but we have been clear since the last day of the 2024 season: we are here to race and we are very serious about success in this fantastic championship that spreads motorcycling and motorcycle racing to many corners of the world. 2025 has started strongly for us with the important Dakar victory and also winning in AMA Supercross, now it is a real pleasure to present our MotoGP teams and see our bike ready to race for the ninth year in a row.”

There were reports that KTM plan to exit Moto GP in 2026, which Beirer was quick to deny. 

He added: “I strongly believe there will be a positive outcome. I can guarantee you we have a super strong plan for the future of this company. And it’s not just about one or two years of racing. We want KTM here forever. That includes our race department. That is for sure.

“In MotoGP, you cannot participate just to be there. You need to give everything to stay in the hunt with these great manufacturers. If you stand still for a year, you miss the train by, let’s say, one second, and then you drop from fighting for a podium to last place.”

“We’ve done our homework, we have a plan, we spoke with our sponsors, partners, and the board. We saved money where we could, but we never stopped developing our motorcycle. And as a bike manufacturer, that is our life insurance—to develop and provide the best motorcycles in the world.

“We want to come out strong in MotoGP. And not just start strong—we want to finish strong as well.”

In 2024, KTM finished second in the manufacturers’ standings, a long way off the dominant Ducati but comfortably clear of third-placed Aprilia.

Rider Pedro Acosta batted away attempts to address the finances and commented: “It’s not something I have to think about. That’s for the guys at the factory, for Pit, for management. Our job is to be fast on track. That’s the biggest help we can give—winning races.

“For me it’s super clear that by no means…there was no pause at all in our steps to try and get closer to the front and fight for a championship.”

Ducati won 19 out of 20 Grand Prix last year, and while KTM had a chance to secure sprints, the challenge to beat the dominant team remains.

Acosta added: “At the end we are improving a lot…let’s see what’s going with less Ducatis on track, with the stronger line-up of KTM of all times, let’s see what’s going on.

“At the end it’s maybe [not a question for now], even before the winter test; let’s see what’s going on in Malaysia and then we can talk about it.”

The future of the Austrian manufacturer will be decided on 25 February, when creditors will put a final vote on its insolvency plan, but if they communicate with investors as well as they have with fans and media, they’ll no doubt attract the backing they require. 

For communications support and information, please contact Calacus via info@calacus.com

MLB acquires an equity stake in Sportradar

Major League Baseball (MLB) and Sportradar Group AG (NASDAQ: SRAD) have announced a long-term extension and expansion of their decade-long partnership, set to begin with the 2025 season, aimed at unlocking the full potential of MLB’s data and audiovisual (AV) content while growing America’s pastime worldwide. As part of the agreement, MLB has acquired an equity stake in Sportradar, further solidifying the partnership between the two organizations and supporting future growth opportunities.

Under the new terms, Sportradar, in partnership with MLB, will exclusively distribute MLB’s ultra-low latency official data, media content, including MLB Statcast Data, and AV content across its global client network, which spans 800 sportsbook clients and 900 media companies. The continued, growing popularity of baseball in markets like Latin America and Asia, combined with the increasing legalization of sports betting, creates an opportunity for expanded utilization of MLB content and data.

To ensure the integrity of the sport, Sportradar will continue to provide best-in-class integrity services, including Sportradar’s Universal Fraud Detection System (UFDS) to monitor global betting activity, as well as offer investigative and educational support to MLB.

Additionally, Sportradar and MLB will collaborate on the creation of AI-driven products powered by player tracking data to create immersive, hyper-personalized fan experiences.

In consideration of the rights and benefits granted under the arrangement, Sportradar will pay the applicable annual license fees and MLB will be issued up to an aggregate of 1,855,724 Class A ordinary shares during the term, subject to customary terms, conditions and adjustments.

Kenny Gersh, MLB Executive Vice President, Media & Business Development, said: “Sportradar has been a great partner to MLB, particularly helping us navigate the legalization and continued evolution of the global sports betting landscape. Over the course of our partnership, Sportradar has consistently developed great products utilizing MLB’s best-in-class data. MLB is delighted to continue innovating with Sportradar to create engaging products and services for MLB fans globally.”

Carsten Koerl, Chief Executive Officer, Sportradar, said: “We are thrilled to continue our long-standing partnership with MLB, and this agreement represents a new, exciting chapter in our journey together. Our collaboration is not only about leveraging cutting edge technology and content but also working together to create innovative products that enhance fan engagement and bring fans closer to the game. By combining our strengths, we can unlock new opportunities and reach more sports fans around the globe to shape the future of sports entertainment. This deal, which is immediately accretive to our business, will drive value for our shareholders as we continue to expand margins and generate strong cash flow.”

Anshul Ambani Becomes Chairman Of Gamma’s Federation Of Mixed Martial Arts India

Jai Anshul Ambani, of India’s famous and legendary business family, has been appointed to chairmanship of the board of the Federation of Mixed Martial Arts India, a member of GAMMA.

Anshul Ambani is grandson of “one of the greatest business tycoon’s in India’s history” Dhirubhai Ambani; son of industrialist Anil Ambani and Tina Ambani; and younger brother to Jai Anmol Ambani.

Anshul was appointed as the Chairman of the Executive Committee during FMMAI’s Executive Committee meeting in Hyderabad, Telangana towards the end of 2024.

“As an enthusiastic advocate for the growth and promotion of mixed martial arts, I am honoured to join the board of the Federation of Mixed Martial Arts India (FMMAI),” commented Ambani. “My involvement with the sport goes beyond being an avid fan; I have been dedicatedly training with Jitendra “Vicky” Khare for the past eight years. I’m thrilled to join him as our visions for the future of MMA in India align perfectly. I see significant potential for the development of MMA in India, and I believe FMMAI, being the most active federation in the country over the past two years, is the ideal platform to elevate the sport. Our plan includes not only scouting and training high-potential athletes but also securing their placements in top promotions both in India and globally. I am committed to building strong and dedicated resources to support the growth of Indian MMA.”

GAMMA President Alexander Engelhardt commented: “Having the support of such big business players really helps the development of our sport as they help create financial stability and opportunities on a multinational level. This appointment by our member FMMAI demonstrates the growing appeal of GAMMA to business and the reach that we offer through our structures.”

Abu Dhabi Sports Council & RCS Sports Appoint WePlay to Enhance the UAE Tour’s Global Reach

The Abu Dhabi Sports Council & RCS Sports appoint award-winning agency, WePlay, to provide marketing support for the seventh edition of the UAE Tour and the third edition of the UAE Tour Women, which starts today, to reinforce the UAE’s position as a global cycling powerhouse.

Cycling in the UAE is experiencing unprecedented growth, with rising participation at both elite and grassroots levels. The UAE Tour plays a vital role in this evolution, inspiring communities, attracting global audiences, and driving commercial impact. As the only UCI World Tour event in the Middle East, the race continues to strengthen the region’s reputation as a premier sporting destination, blending world-class competition with a growing passion for cycling culture.

WePlay will lead the marketing strategy, creative, content development, branding and social media management celebrating the Tour’s deep-rooted connection to the seven Emirates and the UAE’s dedication to sporting excellence. By combining brand identity development, digital storytelling, and data-driven marketing, WePlay is ensuring the UAE Tour achieves both global recognition and regional engagement.

Their appointment reflects a commitment to elevating the UAE Tour’s global presence while integrating deeper connections with local cycling communities. 

The event continues to attract the biggest names in cycling, including Tadej Pogačar, the reigning Tour de France champion, and Elisa Longo Borghini, the Giro d’Italia Women winner and defending UAE Tour Women’s champion. This year’s route showcases the UAE’s diverse landscapes, from its urban skylines to rugged mountain climbs, reinforcing the country’s evolution into a top-tier destination for cycling events and tourism.

Sharon Bennett, Head of Client Services at WePlay, said: “WePlay is committed to delivering measurable value for the UAE Tour by growing audiences, increasing engagement, and enhancing the commercial performance of the event. By integrating data, creativity, and world-class execution, we’re ensuring the UAE Tour leaves a lasting impact on the global cycling stage.”

With a market-leading approach to fan engagement, digital marketing, and commercial growth, WePlay has delivered transformational results for major sports organisations including UEFA, FIFA, PSG, AC Milan, UFC, and Ironman. The agency specialises in turning sporting events into global entertainment properties, ensuring they attract the right audiences while unlocking new revenue streams.

This partnership with the UAE Tour builds on WePlay’s expanding relationship with RCS Sports and the Abu Dhabi Sports Council and their footprint in the Middle East, following the record-breaking success of the Abu Dhabi Marathon and other landmark sporting initiatives.

Bundesliga extends Tipico partnership until 2029

Tipico will continue as the Official Partner of the Bundesliga and Bundesliga 2. The DFL Deutsche Fußball Liga and Tipico, Germany’s leading sports betting provider, have agreed to extend their partnership, which began in 2018, through to the end of the 2028-29 season.

As part of this agreement, Tipico will continue to use the logos of both competitions and the two Meisterschalen (championship trophies) in its advertising. The company will also retain its extensive advertising rights, including first-access rights included in DFL’s media contracts, as well as a “Matching Offer Right” for all special advertising formats with national partners, and exclusivity within the industry. Tipico will also be integrated into digital Bundesliga platforms.

“We’re thrilled to extend this long-standing collaboration built on mutual trust. Over the years, Tipico has proven itself as a highly professional and reliable partner with a deep passion for football,” said Tobias Thöne, Director of Commercial Partnerships at Bundesliga International GmbH.

Kajetan Strini-Brown, Director of Sports Brand at Tipico, said: “We’re incredibly proud to continue our partnership with the Bundesliga and 2. Bundesliga! German football is at the heart of what we do, and that passion has always been deeply embedded in our DNA as a company. This extension is a key part of our strategic partnerships, which also include the DFB-Pokal, another major German football brand. Sponsorship, and the visibility it brings, plays an important role in guiding customers to the legal market.”

How AI Is Shaking Stadium Security Awake

The starting point for any event is making sure that it’s a safe environment for fans. New developments in facial recognition technology make it easier to improve the safety of venues and events, catch wrongdoers and weed out troublemakers who spoil the fun. But improved security can be just the start of a journey toward a smoother and more enjoyable match-day experience for fans and families. We spoke to Corsight AI President Rob Watts about how the landscape is changing.

Facial recognition is a highly specialized space. You have been involved in it for a long while.

Yes, and that’s why I’m at Corsight AI now. I was leading NEC’s business across Europe. We were doing facial recognition. I’d been involved in policing, intelligence, defence industry for about 20 years prior to that. When Corsight came to me about five years ago and asked me to become chief exec they told me their software could do things that I honestly did not believe were possible. But they were absolutely right. The Corsight technology approaches facial recognition in a way that’s completely different from everybody else.  

Can you explain it in a nutshell?

Almost without exception other systems started with put your passport on the slab and we’ll recognise you. Corsight started with trying to identify people throwing Molotov cocktails at the military with hoods on and scarves on. What other systems are doing is plotting dots on the face. This is what’s called feature-based facial recognition. It works like fingerprints for the face. They’ll plot points on that face to be able to match to a similar face. We don’t do that. What we do is in effect we build a mesh of data points across the face for everybody. We can see people at 90° head turn with face masks with sunglasses with hats on. We only need 50 pixels between the ears and half of the face, sometimes even less. Other systems fail when you’ve got a head turn greater than 30°. We can recognize people at 90° head turn. Others fail when you’ve got greater than 40° rake on a camera. We can handle a 70° angle.

So it’ s about a deeper capability for identifying people.

With more accuracy. And in real time. We’re not just talking about identifying people. We’re talking about patterns of behaviour too. Think of someone coming back to a stadium and going around five, six, nine, ten 10 entrances on the same day. That’s something you might want to be aware of. Why is that happening? You can have as many security guards as you want patrolling the stadium. They’re not going to pick that up. Corsight does it instantly. It’s not just about real-time security. If there is bad behaviour by fans, we can identify the people responsible. We can then track them back to their point of entry. We track that back to the ticket. We know who’s bought that ticket and we can pay them a visit in the morning. We were involved with a country which had been banned from competitions because of right-wing or racist behaviour by fans. They put our system in and it helped to get back into the FIFA ranks. 

So security is often about what the venue or the authorities do after the fact. 

They no longer have to go through the video from the cameras bit by bit to find someone or an incident. That’s archaic and hugely labour-intensive. Corsight does it 30 times faster and it’s more accurate. We’re not talking about replacing or installing new cameras. Corsight plugs the feeds from their existing cameras into our software to give them facial recognition in real time and post-event. And it’s important to understand that this isn’t just about security. Sure, that is the foundation. But think of it as intelligence. There’s an intelligence dividend for the venue.

What does that mean?

A good example is one of the big malls in the U.S.  They have hundreds of retailers as their tenants and they’re giving them not just security information, but also footfall information. What’s the age and gender of the people that have gone past their store? What’s the dwell time of people outside their store? Or, say you have teams of workers being supplied by contractors. We did some work recently where the company said they were sending ten carpenters and only two were actually showing up. Sports venues have hundreds of people working on site. We enable them to see who’s there and if they’re in the right place doing what they’re supposed to be doing. We’re a holistic solution. We tell all our customers that we give them three time return on their investment and the facts bear us out.

Why have sports venues been slow to adopt facial recognition technology?

Two main reasons. The first one is racial bias. The problem is that facial recognition wrongly identifies a black male more frequently than a white male. Corsight has put a huge amount of investment into the reduction of racial bias in our software, to the point where I state with confidence that the problem has been eliminated. That is a big differentiator in our favour. The other obstacle is privacy. Again, our software, in real time, blurs out the faces of people who are not relevant in any given circumstances. We are about identifying the right face not other faces. We safeguard privacy.

There must be use cases where a fan might want to be identified. Suppose a disabled person wants the venue to know that he’s arriving so he get some assistance?

Exactly. Or VIPs. Or just fans who want to be able to access an area or a service. We are just at the start. Facial recognition is a game-changer. You have a face, why do you need to stand in a security queue? You have a face, why do you need a ticket? You have a face, why do you need a credit card to pay for a beer at halftime? It’s true that the market has progressed by leaps and bounds. We now have QR codes on the phone and all of that sort of stuff. But it’s still archaic. We at Corsight are sitting on the sidelines saying, look, you can do all of this stuff if you want to, but realistically, let’s start with what security. There’s so much that needs to be done and we can help you now.