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F1’s Miami Grand Prix Announces Crypto.com Title Partnership

Promoters of the Miami Grand Prix have announced a new nine-year deal with the world’s fastest growing cryptocurrency platform, with the race to be officially called the Formula 1 Crypto.com Miami Grand Prix. Details have also been announced for The Crypto.com Terrace which sits within the campus, as well as the Crypto.com Fan Zone, which will take place on the field in the centre of the Hard Rock Stadium.

South Florida Motorsports (SFM) has announced Crypto.com as the official title partner of the Formula 1 Crypto.com Miami Grand Prix. This prestigious new deal will see Crypto.com become an integral part of the newest Formula 1 event on the calendar, with its brand incorporated into the official event title and logo, in addition to exposure across the Miami International Autodrome.

The long-term deal between the Formula 1 Miami Grand Prix and Crypto.com is the first commercial partnership to be announced in the build-up to the inaugural event that will take place on the new 5.41km circuit in Miami Gardens. The Miami International Autodrome will be the 11th different venue in the United States to host a World Championship Formula 1 race and will form round five of this year’s campaign on the weekend of May 6-8, 2022.

“We are excited for our long-term title partnership with Crypto.com. We share their commitment to innovation and will apply those high standards to the fan experience at the Formula 1 Crypto.com Miami Grand Prix,” said Jeremy Walls, Senior Vice President, Chief Revenue Officer of Hard Rock Stadium & Formula 1^® Crypto.com Miami Grand Prix. “This will be an international event and we look forward to growing together on a worldwide scale.”

F1 fans will already be familiar with the logos of Crypto.com, as the world’s fastest growing cryptocurrency platform became a Global Partner of Formula 1 in 2021, sponsoring the thrilling Sprint series. With over 10 million users worldwide, Crypto.com is committed to building the future of the internet, Web3. Powered by cryptocurrency, Web3 will be more fair and equitable, owned by the builders, creators and users.

In addition to prominent signage across the circuit, Crypto.com branding will be integrated across the Formula 1 Crypto.com Miami Grand Prix campus. The Crypto.com Terrace hospitality area features unparalleled 360 degrees views of the track, including an exclusive observation deck at Turn 4. Level one of this space will be open to all fans attending the event.

Fans will also be excited to visit the Crypto.com Fan Zone which will take pride of place in the center of the Hard Rock Stadium, on the field, and will feature a host of entertainment and activities across the weekend.

“Building on our global partnership with Formula 1, we are thrilled to be the first commercial title partner of the Formula 1 Crypto.com Miami Grand Prix in the city that is fast becoming the crypto center of the U.S.,” said Kris Marszalek, Co-Founder and Chief Executive Officer at Crypto.com. “Technology and innovation are at the core of what we do, which strategically aligns with the sport of racing, and together we will create exciting experiences at the intersection of Web3 and F1 Racing.”

Vestas Extends Contract With ATPI For Formula E 2022 Sponsorship Activation

Renewable energy provider Vestas will once again work with ATPI Sport Events to activate its Formula E sponsorship in 2022. The contract includes hospitality management, programme design and guest communications for the 8th season of the ABB FIA Formula E Championship.

ATPI Sports Events will continue to focus on activating sponsorship for commercial stakeholders and employees of the company.

John Bergmann, Commercial Head ATPI Sports Events said, “Despite the pandemic, we look back on a successful partnership and activation. Although we were not able to do anything like what we had planned in terms of volume and content due to international and local restrictions, we were able to host several successful events and races. An important ray of hope is that the guests who were able to come, were incredibly enthusiastic about the experience on site and the communication around the events. Quality over quantity, so to speak.”

Magnus Bach, Vice President Global Marketing, Brand & Channels at Vestas said, “We are delighted to have a partner like ATPI whose flexibility and expertise enable us to make the most of challenging circumstances. We will keep on working with ATPI and go for a fantastic result in 2022 with the Mercedes EQ Formula E Team.”

Oracle And Red Bull Racing Launch New Five-Year Naming Rights Partnership

Oracle and Red Bull Racing have enhanced their partnership and are introducing a new Team name, Oracle Red Bull Racing, as well as the Team’s new car for the upcoming season, the RB18. Building on the success of last year’s F1 Drivers’ Championship, the Team’s 2022 season will feature expanded use of Oracle Cloud across its most significant areas of operation including analytics-based race strategy, optimized engine development, AI and machine learning-powered driver training and a tailored fan experience.

Oracle Red Bull Racing Team Principal and CEO Christian Horner, said:

“Oracle Cloud enabled us to make race-day decisions that helped Max Verstappen win the 2021 Drivers’ Championship. Discovering and reacting to opportunities quickly, is crucial to our success on and off the track, and Oracle is integral in that effort. Every element of our performance is driven by data analysis. Having Oracle as our title partner shows the confidence we have in their expertise and their ability to deliver a true competitive advantage.”

Taking advantage of Oracle Cloud Infrastructure (OCI) during last season’s championship run, the Team increased the number of simulations they ran by 1,000x to improve the accuracy of their predictions and sharpen their decision-making. In addition, they accelerated simulation speed by 10x, which gave race strategists more time to make the right call. Equally important, OCI significantly reduced the cost of billions of simulations, allowing the Team to cost-effectively improve performance on the track, which is critical for success under F1’s stringent spending regulations.

This season, OCI will enable the Oracle Red Bull Racing Team to expand the volume and variety of data they analyze and increase the speed at which simulations run in order to better predict tactics that will lead to the podium.

Along with its innovative on-track initiatives, Oracle Red Bull Racing will continue to deliver an exceptional experience to its global fan base. Last season, Oracle and Red Bull Racing launched a first-of-its-kind fan loyalty platform powered by OCI – The Red Bull Racing Paddock – to bring the excitement of F1 to fans all over the world. Since The Paddock’s inception, Red Bull Racing has seen a more than nine times increase in member sign-ups. The new, direct line of communication between fans and the team has created outstanding engagement, with registered fans submitting thousands of questions to the team and redeeming 35,000 digital rewards. In 2022, Oracle Red Bull Racing will incorporate new features and capabilities, including the ability to create user-generated content, to bring an even deeper layer of personalization to fans.

Oracle Red Bull Racing Chief Marketing Officer, Oliver Hughes, said:

“The presence of Oracle, one of the world’s largest cloud technology companies, as title partner not only signals huge confidence in Red Bull Racing’s ability to lead the technology race on track, it will also enable us to drive forward our ambitions for fan engagement, a core tenet of our marketing strategy. We want to take fans with us on our competitive journey in F1, putting them right at the heart of the racing action and Oracle’s world class innovation and technology will help us achieve that goal.”

Oracle Executive Vice President and Chief Marketing Officer, Ariel Kelman, said:

“Red Bull Racing has been more committed than any other F1 team in its use of technology to gain an edge, and it is paying off. Our commitment to this partnership reflects our belief that OCI is a strategic weapon on race day, helps create the most exciting fan experience in sports, and can define the future of F1. Oracle Red Bull Racing is, and will continue to be, the most forward-thinking and innovative F1 team in the world.”

OCI Powers Engine Development, Driver Training, and Esports Team

Oracle is working with Red Bull Powertrains to develop the next generation of F1 engines set to debut in 2026 as Red Bull Racing becomes one of only four current manufacturers supplying engines for F1. Red Bull Powertrains will use OCI to optimize modeling of its new engine combustion chamber to reduce costs while improving results.

Red Bull Advanced Technologies and Oracle are also partnering to help develop the next generation of world-class drivers. Through projects applying AI and machine learning, Red Bull‘s junior drivers will better understand how data can inform and fine tune their driving style to reduce their lap times.

Oracle Red Bull Racing Esports marks the evolution of a partnership in one of the world’s fastest growing sporting industries, esports. Taking a cue from its real-world counterpart, the Team will use OCI-powered analytics to optimize car set up, improve race strategy, and provide its drivers with training that can help them consistently post ideal lap times on any virtual track, in any simulated weather.

Fuse Promotes Sarah Kendall To Managing Director

Fuse, part of Omnicom Media Group, has promoted Sarah Kendall to UK Managing Director. The announcement follows the recent departure of former Managing Director, Stephen Hutchison.

Kendall, who has 20 years in sport sponsorship, has spent the past seven years at Fuse in leadership roles. She will report into CEO UK and EMEA, Louise Johnson.

Kendall takes over to lead the 100-strong agency in the UK and preside over a roster of clients that includes: PepsiCo, FedEx and Enterprise’s UEFA competition partnerships; Vodafone and their recently announced 5-year partnership with AELTC and Wimbledon; Klarna and their new partnerships with Chicago Bulls and Angel City FC; and Carlsberg Group, SportsBet, HSBC and Nissan.

“It’s an absolute privilege to be leading Fuse into a new and exciting era,” Kendall said. “I come into this role at a point of huge momentum for the agency as we continue to deepen client relationships, strengthen our creative and digital capabilities and further unlock the data, insight and commercial potential of Omnicom Media Group in new ways that add increased value to clients’ sport and entertainment properties.”

Johnson said: “Sarah has played an important part in our agency’s growth story. I’m confident that in her new role as Managing Director she will continue to grow the agency and deliver brilliant success in line with the changing landscape, client expectations and needs.”

Joining Fuse in 2015, Kendall has spent the past years as divisional and business development lead, first as Head of PR and later as Head of Fuse at PHD UK – leading the growth of Fuse’s Sport & Entertainment services as part of an integrated Omnicom Media Group offering.

During her tenure, she has overseen major new business wins, the creation of two new revenue-driving divisions, and played a key role in the agency’s 2019 restructure – bringing six UK offices into one – contributing to year-on-year growth for the 13-year-old agency.

Kendall is also a passionate advocate for the positive impact that sport and entertainment can have on communities. She has led strategies for campaigns that have used sport and entertainment platforms to address societal issues including gender inequality in sport for Skoda Cycling, leading to the development of a cycling academy legacy programme for female riders. She has worked with Nike to design international physical activity blueprints and community impact interventions for school children; and oversaw the development and delivery of The FA and Duke of Cambridge’s Heads Up campaign to kick off the biggest ever conversation on mental health through football.

beIN Sports The New Home Of The ATP Tour In Nine Asian Territories

beIN ASIA PACIFIC has expanded its rights for the ATP Tour to the following nine territories across the Asia region from 2022: Singapore, Malaysia, Brunei, Indonesia, Timor-Leste, Philippines, Thailand, Laos and Cambodia.

As part of the new rights agreement with the ATP and ATP Media, beIN’s flagship brand, beIN SPORTS, will deliver live coverage of the prestigious season ending Nitto ATP Finals and Intesa Sanpaolo Next Gen ATP Finals events, all nine of the high-profile ATP Masters 1000 events; all 13 of the ATP 500 events; and over 30 of the ATP 250 events, as well as the ATP Uncovered Magazine Show.

With beIN’s recent acquisitions of the two major Grand Slams – Australian Open and Roland-Garros – in 10 Asian territories, tennis fans in the region can now look forward to a phenomenal year of top-tier tennis across the beIN SPORTS network, which is available on major pay-TV platforms and beIN’s live-streaming app, beIN SPORTS CONNECT.

In its first live coverage of the recent Australian Open in Asia, beIN SPORTS offered unprecedented access to tennis fans by broadcasting all the main draw matches across 16 courts on beIN SPORTS CONNECT.

Mike Kerr, Managing Director of beIN Asia Pacific, said: “We are thrilled to expand our partnership with the ATP and ATP Media and strengthen our tennis offering in the region. Coupled with our recent acquisitions of the Australian Open and Roland-Garros, we are broadcasting more live hours than ever before across all screens, giving fans unprecedented access to some of the best tennis action in the world. We look forward to working alongside the ATP and ATP Media to widen the fan base and increase the engagement of the sport, players and tournaments.”

The expansion of the ATP Tour rights demonstrates beIN’s ongoing commitment to providing a wide array of premium sports content in the Asia-Pacific region. In addition to the 9 Asian territories, beIN currently holds the broadcast rights for the ATP Tour in Australia.

Caitlyn Jenner Going For W Series Gold In 2022

W Series announces that a team owned by former racing driver and Olympic champion Caitlyn Jenner will compete in the 2022 season

American Jenner was hailed as ‘the world’s greatest athlete’ by Time magazine after winning the decathlon at the 1976 Olympic Games in Montreal, Canada, by setting a third straight world record. Now, the athletic icon will go for W Series gold when her Jenner Racing team contests W Series’ third season, which consists of Formula 1 support races at eight Grand Prix weekends, starting in Miami, USA, in May. W Series had a global reach of more than half a billion viewers in 2021 when it began its partnership with F1 – the world’s premier motor racing series.

In her role as team principal, Jenner will oversee the day-to-day running of her Jenner Racing team. Driver line-up, car livery, and the acquisition of sponsors who are aligned with her mission of promoting women in sport and creating a platform for them in motorsport, will be first on her agenda. Last week, 15 prospective drivers from around the world – including seven from the Americas – attended a W Series test at the Inde Motorsports Ranch, Arizona, USA. W Series’ driver line-up for the 2022 season will be announced in due course.

Jenner is no stranger to motorsport or F1 having first won a celebrity race at the Long Beach Grand Prix, California, USA, in 1979. That victory over 10 laps rekindled a childhood love of racing and cars, and less than a year later Jenner debuted as a professional racing driver at the iconic 24 Hours of Daytona race as part of Jim Busby’s team.

Jenner went on to compete professionally in the IMSA Camel GT Championship as a factory driver for the Ford Motor Company and Jack Roush for the next six years, making a total of 57 starts. After a near victory and a second-placed finish at the 24 hours of Daytona, Jenner came back in the 1986 12 Hours of Sebring alongside co-driver Scott Pruett, to whom Jenner would finish runner-up in the championship that year.

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

“W Series exists to promote women in motorsport, believing that they can compete equally with men if given the same opportunities. We are determined to give females a platform and a pathway to succeed in our sport, and when I first met Caitlyn Jenner, it was clear that she is as committed to that mission as all of us at W Series are. She has performed at the highest level in sport, is a proven winner and a complete petrol-head, and I know that her passion for sport and motorsport will inspire everybody at W Series. We continue to rethink racing and I am excited to see how the Jenner Racing team performs this season. With one of the world’s greatest athletes supporting them, the sky is the limit.”

Caitlyn Jenner (Team Principal, Jenner Racing) said:

“As a believer in fair competition, a lover of motor racing, and a supporter of all women in sport from the grassroots to elite level, W Series ticks every box for me and is a fusion of the different aspects of my career. A championship dedicated to inspiring young girls and giving women the chance to succeed in roles throughout what has traditionally been a male-dominated industry, W Series is changing the face of motorsport. As the series continues its rapid expansion with a truly international cast of drivers and races, this was the perfect time to come on board. W Series had a global reach of more than half a billion viewers in 2021, and I am going out to the market to acquire sponsors that align with mine and W Series’ joint missions.

“I watched on with great excitement last year when W Series made its American debut in Austin, Texas, USA, where its drivers entertained 400,000 fans over the weekend at the Circuit of the Americas. In May, I will be beaming with pride when my Jenner Racing team starts its bid for W Series glory on motor racing’s greatest stage at the first race of season three in Miami, USA, in support of Formula 1. As has always been the case, I’m in it to win it.”

Hear more from Caitlyn Jenner on her new Jenner Racing team here.

Formula E Joins Forces With Fernando Alonso To Create Sports-Inspired Eyewear

Formula E and Kimoa have teamed up to create a new range of Formula E-branded sunglasses in two of Kimoa’s most popular and iconic shapes fusing style and sustainability, with both designs available at Formula E X Kimoa now.

Motorsport champion and creator of Kimoa, Fernando Alonso, revealed the new collaboration in an Instagram live with Formula E’s Chief Championship Officer, Alberto Longo, ahead of Round 3 of the ABB FIA Formula E World Championship in Mexico City this Saturday.

The glossy black frame of the Sidney model is made with bio-acetate, a biodegradable material. The design features polarized lenses in the Formula E electric blue with branding in the corner of the lens inside the arm.

The LA model frame in bright white and Formula E electric blue is made from the recycled PET plastic of three plastic water bottles and also features polarized lenses.

Formula E and Kimoa’s commitment to sustainability is maintained in the eco-friendly packaging. Each pair of sunglasses is stored in a microbag made from recycled PET in a box with sleeve and informational insert that are all produced from recycled paper.

Fernando Alonso, Founder of Kimoa, said:

“All of us at Kimoa are excited to be collaborating with our friends at Formula E to create these stunning new products that are sure to become iconic in the paddock and beyond. Formula E proves with every race how world class motorsport and sustainability can powerfully co-exist. At Kimoa, we focus on the same outcome, proving that it’s possible to design and produce stylish lifestyle products sustainably. I’m looking forward to enjoying the rest of the ABB FIA Formula E World Championship season and can’t wait to see drivers and fans wearing the all-new Formula E x Kimoa sunglasses.”

Alberto Longo, Co-Founder and Chief Championship Officer, Formula E, said:

“We are thrilled to launch the Formula E x Kimoa sunglasses just in time for our next race in the bright sunshine of Mexico City. Both styles are distinctively Formula E and look great at the track or city streets. Most importantly, Formula E and Kimoa share the same commitment to sustainability which is reflected in every part of the design, production and packaging process.”

Bitstamp Named Official Cryptocurrency Exchange Of Immortals Esports Teams

The multi-year partnership connects the web3 and gaming communities through influencer marketing, the Immortals Invasion event series, and fan crypto giveaways. SportsMediaGaming represented Bitstamp in sourcing and negotiating this muti-year partnership with Immortals, one of North America’s leading esports organizations.

Immortals, the Great Lakes-based professional esports organization currently competing in League of Legends, Wild Rift, and VALORANT, and Bitstamp, the world’s longest running cryptocurrency exchange, announced a 3-year partnership in which Bitstamp becomes a Founding Partner and the Official Cryptocurrency Exchange of Immortals.

This partnership allows Immortals and the organization’s talent to explore future crypto integrations and NFT activations with the support of one of the world’s most established and trusted digital asset companies.

“Our partnership with Immortals is an extension of our mission to empower our customers by creating a more authentic experience between crypto and gaming,” said Bobby Zagotta, CEO of Bitstamp USA. “The esports community is diverse, passionate, and highly-attuned to the digital evolution. It is among the first to explore the integration of digital assets within their industry.”

Immortals and Bitstamp are collaborating across several initiatives:

Team Bitstamp: Immortals is launching a team of content creators that will serve as Bitstamp brand ambassadors. Team Bitstamp members will offer fans interactive streams, custom content, and exclusive giveaways that fuse crypto and gaming.

Immortals Invasion: In celebration of the League of Legends World Championship coming to North America in 2022, Bitstamp will serve as the presenting partner of an Immortals Invasion event during the World Championships in the Great Lakes Region. Immortals and the Immortals Progressive LCS team will launch in-person gaming activations, real-time social content, vlogs, custom content, and more to engage with and celebrate the League of Legends community.

Immortals LCS Trigger Program: Fans will have the chance to win crypto every time Immortals draws “First Blood” (registering the first kill) in an official LCS match.

The Immortals and Bitstamp activations are specifically designed as both an educational opportunity, through which fans can learn more about crypto, and to enable fans to explore and interact with the web3 space through events, content with popular creators, and community-driven rewards.

“It’s a priority for us as an organization to show up for our community and bring them value through innovative partnerships like this one with Bitstamp, the longest-running crypto exchange in the world,” said Jordan Sherman, Immortals’ CEO. “This partnership will further enhance the Immortals fan experience with real, tangible benefits that connect the crypto and gaming worlds.”

Two Circles And LiveWire Sport Join Forces To Fuse Data And Content

Leading sports marketing and data technology business Two Circles acquires trailblazing digital sports content agency LiveWire Sport

Two Circles has today announced the acquisition of LiveWire Sport – the agency delivering award-winning content for the Premier League, Wimbledon, World Rugby and the ECB – in a move that will accelerate sport’s transition to a direct-to-consumer commercial model.

LiveWire will become the content vertical of Two Circles – led by LiveWire co-founders Andy McKenzie, Caroline Cheese, Dan Warren, Jonathan Stevenson and Pranav Soneji – taking Two Circles’ headcount across five international offices to 450.

LiveWire maximizes the impact of sports content through consultancy, multi-format content production and channel management. Industry-leading work to date includes launching the Premier League’s social media channels to support the growth of its global fanbase; leading the social content strategy for The Hundred; and delivering the Sport Industry Campaign of the Year for the 2.6 Challenge, helping raise over £11m for UK charities during the first Covid lockdown of 2020.

LiveWire also has a 10-year relationship with the Paralympic Games, from Channel 4’s BAFTA-winning coverage of London 2012 through to Beijing 2022, which includes producing the multi-award winning podcast A Winning Mindset, a platform for Paralympic athletes to drive a cultural shift in how disability is perceived.

In acquiring LiveWire’s market-leading content expertise, Two Circles will now fuse content and data to build brands, grow audiences, create new commercial rights opportunities, and drive revenues.

Gareth Balch, CEO of Two Circles, said: “LiveWire are the leaders in using sports content to win attention in the digital world, and we’re so excited for the opportunities this announcement can bring. We believe data and content are key levers for success as sports organisations shift to a direct-to-consumer commercial model – and by complementing our data-driven expertise with LiveWire’s content capabilities, we will supercharge our ability to grow audiences, increase conversion, and create new commercial rights opportunities for our clients.”

LiveWire co-founder Caroline Cheese added: “We’ve been admirers of Two Circles from the outset, not just through our work with mutual clients, but because of our shared values and love for sport. We’re excited to help rights-holders build new relationships with their fans, which will be far deeper and more meaningful than anything we’ve seen before. It’s a big moment for us, and we want to say a huge thank you to the whole LiveWire team, our clients and everyone who’s been part of the journey so far.”

The acquisition also includes the Diversity in Digital Mentoring Programme, founded in 2019 by LiveWire to support talent from under-represented demographics through tailored mentoring and development sessions. Applications for the 2022 Programme will open in March.

LiveWire co-founder Pranav Soneji added: “We have always aspired to make an impact not just for clients, but on diversity across the sports industry. We’re hugely excited to see how far we can take the Diversity in Digital Mentoring Programme as part of Two Circles – the expanded reach and expertise will enable us to support even more brilliantly talented people who are representative of the audiences we serve.”

Two Circles helps over 300 leading sports rights-owners including the NFL, UEFA, F1 and ICC use data to drive commercial growth. LiveWire is the company’s third acquisition in just over a year, following rights management agency TRM Partners in November 2020 and ticketing and hospitality expert Sports Ink in January 2021.

You First Acquires A Majority Shareholding In Goodform

Leading global sports & entertainment holding group of agencies You First is pleased to announce it has acquired a majority stake in UK based Goodform Ltd. The acquisition provides You First with a strong position in the UK market as well as leading data and insight capabilities that strengthen its range of services and brings significant opportunities globally with the combining of the two organisations. This move will enable Goodform to apply its market leading Fan Insight approach to wider global markets, as well as expanding its data and insights work into global football and basketball and other talent management.

Established in 2002, Goodform is one of the UK’s longest established independent sports marketing agencies. Specialising in data and insight, the award-winning agency’s expertise in both data and research services provides their clients with a holistic audience view that informs both strategy and omni-channel marketing, driving better engagement and audience growth on a global scale. ‘Sportswise’, Goodform’s Customer Data Platform, has become an essential product, allowing its clients to easily analyse and understand their audience across multiple channels and touch points.

Goodform’s extensive experience spans rights holders, governing bodies and major international events, including Formula 1, NBA, UK Athletics, Six Nations, Formula E, Watford FC, British & Irish Lions and the EFL [English Football League] amongst many others. Their work includes F1 Fan Voice, Formula 1’s award winning always-on global research community with over 100,000 members from over 100 different countries, providing insights that have informed key decisions at speed and utilised across Formula 1’s business. Likewise, Goodform’s audience insight and engagement expertise for EFL, as their retained CRM & Data agency for the past 7 years, has played a key role in the growth of iFollow, the EFL’s OTT product, that generated over £42m in revenue for EFL Clubs during the 2020/21 season.

You First is a global talent management, brand services and content marketing ecosystem of agencies in the sports and entertainment industries. Operating in 14 countries the agency manages the careers of more than a thousand talents and offer end-to-end integrated brand services and innovative solutions in digital assets, consulting, sponsorship, creativity, events, content production and influencer marketing to 160 brands through 21 offices worldwide.

The addition of Goodform to the existing You First footprint provides the agency with its first office presence in the UK – a market where it currently already provides services to brands along with player representation services. Goodform, which will continue to be led by its existing managing director Alison Dalrymple, is at the forefront of its sector, in part by the development of in-demand products; an example being its ‘Sports Fan Panel’– which allows organisations to gain insights from sports fans and comprises 10,000 sports fans, representing 50 different sports and providing insights on 60 topics that shape decisions within sport.

Juan Aísa, CEO, You First, commented “Alison Dalrymple and the team at Goodform have carved out a unique place for themselves in the UK & global sports market, providing rights holders and others with metrics and data that makes a significant difference to their engagement with fans, sponsors and other stakeholders. Having this new skill set within You First will provide not only new business opportunities, but also additional services that can be offered to existing clients – which is very exciting. We look forward to partnering with Alison and the very talented team at Goodform”.

Alison Dalrymple, Managing Director, Goodform, added “We are thrilled to become part of such a successful global agency; number 1 in Spain, number 10 in Europe and in the top 20 most valuable sports agencies in the world*. We share the same work ethic and philosophies and a huge passion for sport, with the focus on client goals and always delivering excellent service. The further growth opportunities this partnership presents are already evident with the two agencies already coming together to provide services to a major sports team and benefiting from this new relationship. We are extremely excited by what lies ahead”.

David Brabender, Managing Director, Global Brand Services, You First, continued “Goodform’s expertise in data and insights – when combined with You First’s extensive knowledge of brands – will enhance our added value proposal and the decision-making processfor brands in selecting the right business, platforms and communication proposals in the sponsorship and entertainment ecosystem. Data & Insights are also key in the activation and follow up. We will benefit greatly from Goodform’s ability to use its sophisticated technology to not only support rights-holders and properties, but also to bring solutions to brands and to individual talents that You First works with globally”.