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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”.

Inaugural Commonwealth Esports Championships Set For Birmingham

Global Esports Federation and Commonwealth Games Federation build on Strategic Partnership powered by innovation

The inaugural Commonwealth Esports Championships and Commonwealth Esports Forum will be staged in Birmingham, England this summer. The Championships is a tangible result of the Strategic Partnership between the Global Esports Federation and the Commonwealth Games Federation, announced in May 2020. The new competition in Birmingham will be supported by the British Esports Association, the not-for-profit national body established in 2016 to promote esports in the UK, increase its level of awareness, improve standards and inspire future talent.

The Commonwealth Esports Championships will take place at the International Convention Centre (ICC) in Birmingham on August 6-7, 2022. The Commonwealth Esports Forum – a global convention of thought leaders and idea creators – will be held at the same venue in the lead-up to the Commonwealth Esports Championships, on August 5, 2022.

The Commonwealth Esports Championships will feature esports athletes from across the Commonwealth. Renowned multi-genre global titles are in the final stages of confirmation and will be announced shortly. The event is set to feature exciting demonstrations showcasing Active Esports and the powerful technologies that support the convergence of sport and esports.

The Commonwealth Esports Championships was sanctioned by the CGF Executive Board to be held at the same time as the 2022 Commonwealth Games whilst being independent of Birmingham 2022 and its sports programme. The Commonwealth Esports Championships will have separate branding, medals, organisation, and governance, led by the GEF and its community of partners.

The event is supported by the Business and Tourism Programme (BATP)*, which aims to maximise the economic legacy of the Birmingham 2022 Commonwealth Games, as well as the regional economic development agency, the West Midlands Growth Company, which drives long-term tourism, investment, and major events into the region.

Exploring esports is one of the recommendations outlined in the new Commonwealth Sport 2026/30 Strategic Roadmap. The aspiration is that the innovative inaugural event will engage new audiences, showcase the digital and gaming credentials of the West Midlands and enable the Commonwealth Sport Movement to further explore the impact and potential of esports as part of the roadmap.

Quotes from the Organisers:

Commonwealth Games Federation: Dame Louise Martin, President: “I am delighted that we are announcing the first Commonwealth Esports Championships and Commonwealth Esports Forum to take place in Birmingham this summer.

Esports is continuing to grow dramatically in terms of popularity and participation, particularly amongst young people, and we are continuing to look at ways to explore how it can align with the Commonwealth Sports Movement.

Commonwealth Esports Championships provides an excellent opportunity to pilot esports close to the Commonwealth Games.

This will allow us to review the long-term relationship between the Commonwealth Games and esports as we continue to evolve and explore future editions of our event and what they could look like. I would like to thank the Global Esports Federation for their partnership with this exciting event, including the British Esports Association and the Business and Tourism Programme, who will help us bring this concept to life.”

Global Esports Federation: Chris Chan, President: “We are proud to establish yet another first for the world’s esports community. The inaugural Commonwealth Esports Championships comes hot on the heels of the first-ever Singapore 2021 Global Esports Games staged in December 2021, capturing more than 500 million views from around the world.

The Commonwealth Esports Championships offers our community another exciting event in the global esports calendar. We look forward to welcoming the esports community to Birmingham in August.”

British Esports Association:

Chester King, CEO and Founder: “When we established the BEA in 2016, we did it with the aspiration that esports would become recognised for the incredible value it provides its community.

The gaming community has long understood that esports helps teamwork, communication and strategic thinking together with combating loneliness, but alongside this, it creates opportunities for its athletes to participate in a team environment in a similar way to traditional sport with all the benefits.

We advocate the values of representation, whether that is your team, school, county, or country and as such are delighted to see the Commonwealth Games Federation recognises its potential too.

Furthermore, it is an honour that we get to showcase the values of esports whilst the Commonwealth Games is underway here in the UK.

The BEA is fresh from the successful participation at the Global Esports Games which took place in Singapore in December 2021, where the Great Britain team secured its first medal (silver in the DOTA 2 women’s competition).”

Leader of Birmingham City Council: Cllr Ian Ward: “As the country’s fastest-growing tech cluster, responsible for a quarter of British games products, Birmingham and the West Midlands is a thriving hub of creativity and development, reflecting one of the UK’s youngest and most diverse communities.

Having developed iconic gaming titles such as Formula One, Sonic the Hedgehog, and Forza, there isn’t a better-suited location to host the Commonwealth Esports Championships, bringing together young competitors from across the world.

“This unique sporting competition builds on the region’s rising reputation as a hotbed for large-scale, globally aired Championships; the Birmingham 2022 Commonwealth Games representing the latest major event to captivate audiences worldwide, also taking place this year.

“Through the Business and Tourism Programme, we look forward to working with the Commonwealth Games Federation and Global Esports Federation to bring this truly exciting event to Birmingham.”

Mayor of the West Midlands:

Andy Street: “I am thrilled that the first-ever Commonwealth Esports Championships will be staged this summer right here in the West Midlands.

To put in perspective the sheer scale of the potential ahead of us, the first-ever Global Esports Games in Singapore in December 2021 attracted more than 500 million views from around the world. And with the West Midlands’s growing status as an esports hub, I am incredibly excited to see how we build on last year’s success.

“The Championships are also a brilliant example of our Business and Tourism Programme in action, ensuring we use the platform of the Commonwealth Games to bring in new investment that will benefit the West Midlands long beyond the 11 days of sporting excellence.”

KORE Software Expands Sponsorship & Engagement Marketing Solutions with Key Acquisitions of Hookit & SSB’s Pro Sports Vertical

KORE Software has announced two major acquisitions in the sponsorship & engagement marketing space. With the increasing importance of social and digital media, KORE has acquired Hookit, the leading AI-powered sponsorship analytics platform. This extends KORE’s capabilities into the social space, strengthening the first true end-to-end solution in sponsorship management and evaluation. KORE is also bolstering its position in the rights holder’s market by reaching an agreement to acquire SSB’s professional sports business. With these new acquisitions, KORE will serve nearly 1,000 sports properties, 20,000 athletes, and over 100 of the top global brands.

Hookit is a pioneer of sponsorship technology and has partnered with the world’s most valuable brands whose logos are seen at sports and live entertainment events around the world. With athletes, teams, and leagues now engaging over 50B followers across social media, social and digital strategies have become a critical component for the modern partnership. By adding Hookit’s unparalleled expertise in sponsorship performance tracking across social and digital media, KORE will dramatically enhance the capabilities of its already market-leading sponsorship management platform.

“We’ve been working on the same market problem to improve sponsorship effectiveness from two sides,” said Hookit CEO Scott Tilton. “We’ve built the leading sponsorship analytics platform in collaboration with some of the world’s largest brands. There are so many synergies with KORE, and together we’ll be able to tell a complete ROI picture for our respective clients. The aim here is to accelerate the usage of data and enhance strategic partnerships.

KORE CEO Jason Fletcher agrees, stating, “This is a monumental step forward for our market. We are stronger together and are excited to start this journey with a partner like Hookit.”

KORE’s agreement to acquire SSB’s pro sports business comes as SSB dedicates its focus to collegiate athletics and the higher education institutional advancement market. KORE currently partners with 70% of the largest professional sports and entertainment properties in the world. KORE will be adding over 50 new customers to its portfolio whose needs deeply align with KORE’s software offerings. This investment reflects KORE’s ongoing commitment to sports & event properties and their specialized needs across ticketing, fan engagement, and sponsorship management.

With these acquisitions KORE Software will not only grow its customer base but become the most expansive solutions provider in the engagement marketing space. In order to support this growth, KORE will greatly expand its team and looks forward to leading the industry with even more resources, connection points, data intelligence, and game-changing partnership analytics.

Extreme E Reveals Season 1 Sustainability Report And Carbon Footprint

Extreme E, the sport for purpose electric racing series, has published its first Sustainability Report, including its carbon footprint for Season 1.

The report, supported by EY, the series’ Official Innovation Partner, summarises Extreme E’s sustainability tactics and achievements throughout its first season, whilst also outlining its strategy and focus for 2022 and beyond.

Alejandro Agag, CEO and Founder of Extreme E, said:

“Extreme E’s Sustainability Report is one of the most important pieces of communication we have released to date. As a sport for purpose, which aims to pave the way to a lower carbon future through the promotion of electric vehicles, and accelerate gender equality in motorsport, it’s important we are open and transparent about our methods and our impact.

“This is just the start of our journey and we are learning all the time, but this report details our journey to having the lowest carbon footprint in international motorsport, and the insight into how we became carbon net zero by the end of our first season.”

Alejandro added: “Together with the commitment and expertise of our partners, we are delivering a platform which challenges the way sport is traditionally run; offers tangible solutions which reduce the impact of live events; and which educates our audience on the effects of climate change, inspiring them to make positive choices about their impact on the planet.”

Extreme E’s Season 1 Sustainability Report details the championship’s journey to becoming carbon net zero by the end of its first season. This was achieved through taking a series of measures which minimised its carbon footprint, measuring this emissions inventory and detailing Scope 1, Scope 2 and quantifiable Scope 3 sources, and then offsetting in full for what could not be avoided, utilising ALLCOT, a UN certified world-leader in carbon project development.

Highlights from the report include;

Carbon Neutral by end of Season 1.

Methods used to minimise footprint included:

-Using electric vehicles for racing.
-Not having fans on site but instead engaging them through innovative broadcast and social media entertainment.
-Refurbishing a former Royal Mail ship to carry freight and logistics over air travel, which provides a 75 per cent reduction on emissions compared to air freight.
-Using AFC Energy hydrogen fuel cells which utilise solar and water to create electricity for powering the race vehicles.
-Powering the paddock operations with second-life Zenobe batteries.
-Capping race team personnel to just seven people – two drivers, one engineer and four mechanics.

Season 1 Carbon Footprint: 8,870 tCO2-e emitted during Season 1, (1,774 tCO2-e average emissions per race). This preliminary emissions inventory includes Scope 1, Scope 2 and quantifiable Scope 3 sources.
Carbon offsetting: Extreme E has offset its Season 1 carbon footprint by investing in environmental certificates for a wind farm Patagonia, Argentina. Known as being one of the windiest regions of the world, each year 300 GWh of clean renewable electricity is supplied to the grid and 190,000 tons of GHG emissions are prevented from entering the atmosphere.
Racing only 100% electric vehicles: Designed and built the cutting-edge ODYSSEY 21 car. Manufactured by Spark Racing Technology with a battery produced by Williams Advanced Engineering and bespoke designed tyres by Continental, this all-electric car is designed to withstand the harsh race conditions. The car’s peak 400kw (550bhp) output is capable of firing the 1780-kilogram, 2.3-metre wide e-SUV from 0-62mph in 4.5 seconds, at gradients of up to 130 per cent.
Signatory member of the UN Sports for Climate Action initiative which calls on sporting organisations to acknowledge the contribution of the sports sector to climate change and their responsibility to strive towards climate neutrality for a safer planet.
Count Us In: Extreme E joined forces with Count Us In to inspire ITS fans to pledge to live a less carbon intensive lifestyle and reduce their individual environmental impact. The Count Us In Challenge inspired 1,231 Extreme E fans to make 3,207 pledges. This equates to a carbon saving of 1,241,223 kg CO2e – which equates to over 1200 flights from London (LHR) to New York (JFK).
First sporting series to hire an independent Scientific Committee to provide and advise its activities. The Scientific Committee comprises of industry-renowned climate scientists, including academics from the universities of Oxford and Cambridge, and the King Abdullah University of Science and Technology. The committee helped to raise awareness on climate issues and solutions, and in Season 1 focused on desertification, ocean health, Arctic ice melt, wildfires, and biodiversity.
Leaving positive legacy: Extreme E identifies impactful projects for each race location with support from the Scientific Committee, partner NGOs, and engagement with the local community. Legacy projects developed in Season 1 included:

Brazil: Teamed up with The Nature Conservancy on its Forest Restoration Programme in Pará to enable the expansion of cocoa agroforestry on degraded pasturelands, helping local farmers harvest higher value commodity beans and building sustainable livelihoods for their families.

Senegal: Partnered with NGO, Oceanium, to plant one million mangroves to help combat sea level rise, and supported local community project aimed at improving sustainable practices and education in Niaga, a community close to the race site.

Greenland: UNICEF climate change education programme – developed and taught to 3,600 school children, along with investment in solar panels and an e-mobility scheme for the local school.
Sardinia: Worked with MEDSEA to support recovery response to devastating forest fires on the island, along with a seagrass conservation project to reverse the damage from carbon released from seagrass that has died due to warming sea temperatures.

Saudi Arabia: Partnership with the Ba’a Foundation, on a conservation initiative for the endangered green turtle and critically endangered hawksbill turtle. This programme included building beach fencing, beach management and monitoring practices, and importing sand to raise the beach to an appropriate level for nesting.

Dorset: Supported the National Trust to reintroduce three pairs of beavers into the Purbeck Heaths wetlands in Dorset to help improve the biodiversity of the area. The beavers are expected to help open up hundreds of hectares of wetlands that have been in ecological decline for decades, restoring freshwater fen and pool habitats for other wildlife. This will improve water quality and carbon storage, and reduce flood risk.

Read the full Extreme E Season 1 Report and Executive Summary

Dr Matthew Bell, Global Leader – EY Climate Change and Sustainability Services, said:

“EY is delighted to have supported Extreme E to draft its Season 1 Sustainability Report. The report is a celebration of the significant focus that Extreme E has placed on embedding sustainability at the core of its business. Throughout Season 1, EY’s global Climate Change and Sustainability Services team has supported Extreme E to reduce its environment and social impacts, measure and manage its carbon footprint, and supported the development of Extreme E’s inaugural sustainability strategy.

“As a result, we are not only honoured to have been entrusted by Extreme E to draft its Season 1 Sustainability Report, but we are proud of the sustainability outcomes and positive impact that EY’s partnership with Extreme E has been able to achieve in its first year.”

As Extreme E switches focus to its second Season, it also outlined its objectives, targets and action focus for 2022 and beyond. This is represented by three key pillars; Extreme Action, Extreme Impact and Extreme Responsibility, which refer to the environmental, social and governance aspects of sustainability, respectively. These three pillars and the impact areas they cover represent the issues that are most important to Extreme E’s stakeholders and organisation, and plans are currently in development to ensure the series meets its objectives for each area.
Season 2 of Extreme E starts in NEOM, Saudi Arabia with the Desert X Prix on 19-20 February, 2022.