UFC Teams Up With Dwayne Johnson’s ‘Project Rock’ As Official Global Footwear Partner

UFC®, the world’s premier mixed martial arts organization, today announced that Project Rock, the motivational performance brand created by global entertainment and entrepreneurial trailblazer Dwayne “The Rock” Johnson has been named the Official Footwear Partner of UFC.

Under the terms of the multi-year agreement, all UFC athletes and their corner teams will be outfitted with Project Rock footwear as part of their UFC Fight Kits for use during official UFC Fight Week activities, including open workouts, ceremonial and official weigh-ins, and for use on Fight Night in the locker rooms and during their must-see walkouts to the world-famous Octagon®.

Initial footwear provided to the athletes will include Project Rock BSR training shoes and Project Rock slides.  Starting in summer 2022, UFC athletes will be outfitted with a special edition colorway of Project Rock x UFC co-branded BSR 2 training shoes.   

The multi-year partnership began at the weekend with Project Rock footwear provided to all athletes and corners who were participating in UFC® 270: NGANNOU vs. GANE.

“UFC athletes are amongst the greatest, toughest, focused, most disciplined and hardest training athletes on the planet,” said Dwayne Johnson. “Every walk to the iconic Octagon by a UFC fighter is fueled with passion, mana and the deep desire to establish their dominance and LEGACY. I am proud, grateful and humbled that my innovative Project Rock training shoe is now the official global footwear partner of UFC. Being ‘the hardest worker in the room’ isn’t just a catchy slogan. It’s my life. But it’s not just my life. It’s the life and soul of every man and woman that competes in UFC. THEY are the hardest workers in the room. THEY are the ones who walk the walk. THEY are champions. Project Rock looks forward to the endless possibilities within this historic global partnership with UFC and all the hardest workers in the room.” 

“We’re thrilled to partner with Dwayne Johnson and his Project Rock brand to incorporate this innovative footwear into UFC’s iconic fight kits,” said UFC Senior Vice President of Global Consumer Products Tracey Bleczinski. “The core mission of the Project Rock brand, to help individuals in their journey achieve greatness by equipping them with the right tools, aligns with UFC fighters’ determination, dedication, and perseverance, as they pursue greatness in their own right — both inside and outside of the Octagon.”

This new partnership with UFC will offer massive exposure for the Project Rock brand, providing significant visibility in front of UFC’s global fan base of more than 625 million people and over 187 million social media followers, including the 900 million TV households in 175 countries with access to UFC’s broadcasts. The agreement also provides opportunities to create additional exposure through original UFC content on linear, digital, and social media platforms. 

Co-branded Project Rock x UFC footwear will be made available for sale at retail outlets around the world and online later this year through a network of key global retail partners.  More details on retail availability will be announced at a later date.

Former Sun Sports News Editor Joins CSM

CSM Sport & Entertainment (CSM) is pleased to announce that The Sun’s former sports news editor and rugby union correspondent, Jonny Fordham, has joined the business.

Fordham, who spent 15 years in regional and national media, will be taking up a role in the communications team at CSM. The move will see him working with brands and rights holders on their strategic public and media relations as well as bolstering the agency’s issue, crisis, and media training credentials.

Prior to joining CSM, Fordham, began his career covering Reading FC for the Reading Post before taking on a role with Wardle Whittell Agency which saw him reporting on International, Champions League and Premier League football for the national press and global sports wires.  

In 2015, he joined The Sun to become the paper’s sports news editor before becoming the paper’s rugby union correspondent a year later. During his time with The Sun, he covered two Rugby World Cups and two Lions tours, including last year’s close-fought series in South Africa.

On the move, Fordham said: “I had always wanted to make the switch from sports journalism to communications – but it had to be the right role and with the right people – and CSM offered just that. The chance to advise, support and activate with some of the biggest brands and stars of world sport is the new challenge that I needed, and I look forward sharing my knowledge and experience with the team.”

Sarah Dawson, Managing Director commented: “It’s fantastic to have someone of Jonny’s calibre and experience join our brands team as we continue to focus on strengthening the breadth and depth of our specialisms. We have seen 14 new brands added to our client list in the last 12 months and our communications offering has been integral to that success.”

The DP World Tour And Sky Sports Extend Broadcast Partnership In The UK & Ireland

  • Sky Sports to remain the home of the DP World Tour until 2024
  • Sky Sports to remain the home of the Ryder Cup until 2025

Today the DP World Tour and Sky Sports have announced an extension to their broadcast partnership in the United Kingdom and Ireland, with Sky Sports remaining the home of the DP World Tour until 2024 and the Ryder Cup until 2025.

The deal will see all DP World Tour events broadcast live exclusively across Sky’s platforms, including both its linear and on demand services. That means Sky Sports customers will be able to enjoy a minimum of 32 live events each season across the Tour’s global tournament schedule.

Fans will also be able to enjoy new featured group coverage for the Tour’s flagship Rolex Series events, and the Tour will also be working closely with Sky’s VIP loyalty programme to offer access to a selection of UK and ROI tournaments. Sky Sports customers will also enjoy a range of golf programming across both linear and digital platforms, including masterclass sessions with former DP World Tour winners, behind the scenes access ahead of the world’s biggest events, and much more.

The deal will also see Sky Sports broadcast both the 2023 Ryder Cup in Rome, and the 2025 Ryder Cup in New York, to its UK and Ireland customers on a dedicated Sky Sports Ryder Cup channel.

This agreement extends an already successful partnership between the Tour and Sky Sports that stretches back almost 30 years. Sky Sports’ award-winning golf analysis is provided by some of the biggest names in golf, including former Ryder Cup captain Paul McGinley, Butch Harmon, Laura Davies and Nick Dougherty.

Speaking about the extended partnership Managing Director of Sky Sports, Jonathan Licht said; “As we kickstart a record-breaking year of golf on Sky, we are thrilled to be extending our long-term partnership with the DP World Tour, further cementing Sky Sports as the home of golf in the UK and Ireland.

“This year our customers can enjoy the DP World Tour alongside our live coverage of all four men’s majors, all five women’s majors, the PGA Tour, LPGA Tour and Ladies European Tour, all whilst they countdown the days to next year’s Ryder Cup in Rome, live exclusively on Sky Sports.”

Keith Pelley, Chief Executive of the European Tour group, added: “Sky Sports have been a trusted partner to our Tour as we continue to grow and transform, ensuring that fans of our sport in the UK and Ireland remain as close to the action as possible – with comprehensive live coverage of our events, world class analysis, and behind the scenes features. We’re delighted that our partnership will continue until the end of the 2024 season for the DP World Tour and will continue until 2025 for the Ryder Cup. As a Tour, we are focused on giving fans innovative and insightful content, so we’re excited about what is to come in collaboration with the talented team at Sky.”

Image credit: Getty Images

Boodles To Sponsor The Cheltenham Gold Cup

Boodles, Britain’s leading fine jeweller since 1798, is the new sponsor of the Cheltenham Gold Cup, it was announced today.

Boodles is a committed supporter of the Cheltenham Festival having previously sponsored the Leading Jockey Award for four years before becoming sponsor of the Boodles Juvenile Handicap Hurdle race since 2018. Today’s announcement expands a multi-year partnership.

The Boodles Cheltenham Gold Cup is regarded as the pinnacle of Jump Racing, attracting the world’s best chasers to be roared on by 70,000 spectators at Cheltenham Racecourse in Gloucestershire.

This year’s edition will be run on Friday 18th March 2022 at the conclusion of the four-day festival and broadcast live in the UK on ITV main channel, digital platforms, Racing TV, BBC Radio 5 Live and talkSPORT.

Boodles succeeds children’s charity, WellChild, who were naming rights partner for the Cheltenham Gold Cup in 2021 and will continue to be supported by The Jockey Club and British Racing through continued involvement at the Cheltenham Festival. Boodles has very kindly agreed to donate a piece of fine jewellery from its beautiful ‘Raindance’ collection to auction to support WellChild as part of this ongoing support.

Nicholas Wainwright, Chairman of Boodles, said:

“Boodles is thrilled to have the opportunity to sponsor the Cheltenham Gold Cup. We have had a long association with horseracing at Aintree over many years – having been established in Liverpool in 1798 – and of course in recent years at the home of Jump Racing, Cheltenham.

“Today’s announcement expands a multi-year partnership, starting with our sponsorship of the Leading Jockey Award at The Festival, then the Boodles Juvenile Hurdle and now the Boodles Cheltenham Gold Cup itself.

“Our involvement and sponsorship of the Cheltenham Gold Cup is a perfect fit for us and we are going to enjoy the journey.”

Ian Renton, Managing Director for Cheltenham Racecourse and The Jockey Club’s West Region, said:

“It is wonderful to enjoy this association with Boodles, such an iconic British brand, at Cheltenham and we are very proud to see this partnership expand to take on the most prestigious Jump race in the world.”

Last year’s race was won by Minella Indo, trained by Henry De Bromhead, owned by Barry Maloney and ridden by Jack Kennedy. Past winners are a who’s-who of Jump Racing, including since 2000 the likes of Kauto Star, Al Boum Photo, Native River, Long Run, Denman and Best Mate.

Williams Racing Announces Partnership With That’s It As Official Supplier

Williams Racing is pleased to announce a multi-year partnership with that’s it™, a manufacturer of innovative hygiene products and technologies, as an official supplier.

Based in Germany, that’s it™ has developed two coating technologies which seal and protect against germs and enveloped viruses, including COVID-19 on surfaces and for the indoor air.

The two-year partnership will see all surfaces and rooms, at Williams Racing’s headquarters in Grove, the motorhome and hospitality areas on track, coated in that’s it ™ products to prevent the spread of germs and viruses and protect the team and guests.

Jost Capito, CEO of Williams Racing said: “I’m excited to announce this partnership with that’s it™ and for Williams Racing to lead the way in hygiene strategy in the sport. The safety of our employees and guests, both trackside and at the factory, is a key priority for us and, with that’s it ™, we will be able provide the highest form of protection against bacteria and viruses.”

Andreas Schaetzke, Founder & CEO: “We are very pleased and honoured to support Williams Racing with our coating technologies. For that’s it™ we follow the major target to establish a new hygienic standard which challenges the two most important hygiene ‘pain-points’ for the air and surfaces for everyone today. Safety and sustainability are two important USPs of our disruptive solution.”

All the Williams Racing facilities coated with the products will display a that’s it ™ seal of protection. 

TikTok Becomes Official Entertainment Partner For HBL PSL 7 And 8

The Pakistan Cricket Board (PCB) has announced its partnership with TikTok, the leading destination for short form videos, for two seasons of the HBL Pakistan Super League. TikTok will be the official Entertainment Partner for the seventh and eighth editions of one of the world’s most sought after and popular T20 leagues.

During the HBL PSL 7 that will be staged in Karachi and Lahore from January 27, TikTok users will get the opportunity to engage and generate content on the platform that now has more than one billion active users across the globe. The month-long (34-match) HBL PSL 7 festival of cricket will end at the iconic Gaddafi Stadium, Lahore with the 27 February final.

The two-season long partnership between the PCB and TikTok will allow fans to celebrate the tournament’s unforgettable moments together on the platform using the hashtag #KhelegaPakistan. With everything from pre and post match content and highlights, to cricket-related challenges, TikTok will become a home for the spirit and passion of the HBL PSL fan base that has been an integral reason for the league’s success and growth over the course of the last six seasons.

This partnership comes as TikTok aims to cement its position as the perfect platform for cricket fandom in Pakistan, with the last collaboration with the HBL PSL 6 racking up an incredible 1.6 billion+ views on the platform. This is proof that Pakistan fans love cricket content on the platform, and create great content while also participating in fun-filled challenges.

Chairman PCB Ramiz Raja: “We are delighted to have TikTok join hands with us as our Official Entertainment Partner for HBL Pakistan Super League 7 and 8. Platforms like TikTok have revolutionised content generation and have brought people together through some incredibly creative and entertaining short videos that are watched around the world.

“The HBL Pakistan Super League has historically provided rich entertainment with quality cricket and this year will be no different with TikTok providing another exciting platform for the fans.

“We have made record-breaking gains in terms of our media, sponsorship and broadcast rights in recent days and this partnership is another important milestone for us ahead of the start of the HBL PSL 7. I am confident that both PCB and TikTok will have major gains to make over the course of the next two months and beyond once Pakistan is gripped by the HBL PSL 7 fever starting 27 January.”

Paul Katrib, Head of Brand Marketing, Middle East, Turkey, Africa and Pakistan at TikTok: “We are excited to become the official Entertainment Partner of the HBL PSL 7 and 8, the biggest sporting event in Pakistan. With this partnership, we aim to bring the spirit and passion of this great tournament to its fans on TikTok for the next two seasons.

“TikTok has become a vibrant hub of sports content in the last two years. It nurtures incredible, never-seen-before sporting content, while enabling creators to relive and remix some of the best moments in sports. Creating an online arena where fans play, we will be offering our Pakistani community new ways of creating and engaging with Pakistan’s most popular sporting event, with exciting in-app effects, as well as cool features and filters for the cricket community to enjoy.

“Cricket is the most popular sport in Pakistan and we are happy to have partnered with cricket’s most celebrated event in the country. We look forward to TikTok fast becoming the home of fandom for not just cricket but other sports in Pakistan as well.”

With TikTok being a platform for all, this two-season collaboration will help the HBL PSL not only reach a young audience but also engage more authentically with a very interactive and diverse community that has backed the league from the onset, helping it become one of the most popular and sought after T20 leagues in the world.

Houston Dynamo Football Club Teams With Fubo Gaming In Groundbreaking Partnership

The Houston Dynamo Football Club today announced a long-term partnership with Fubo Gaming, a subsidiary of live TV streaming platform fuboTV.

The groundbreaking deal is the first with a Major League Soccer (MLS) club for Fubo Gaming and represents the first sports gaming partnership for Houston Dynamo FC of MLS and the Houston Dash of the National Women’s Soccer League (NWSL). The partnership designates Fubo Gaming the Official Sports Betting Partner of the Club, while fuboTV will be featured prominently on the front of both Houston Dynamo FC and Houston Dash training tops for the 2022 season.

In conjunction with this agreement, Fubo Gaming inked a multi-year market access deal with the Club, pending legislation passing in the State of Texas to legalize sports betting. Following the passage of legislation, Fubo Gaming is expected to launch Fubo Sportsbook in the Lone Star State, pending the requisite regulatory approvals.

“This partnership represents a significant step forward for our club, and I am proud to welcome fuboTV and Fubo Gaming to the Dynamo and Dash family,” said Houston Dynamo FC president John Walker. “Fubo Gaming is at the forefront of the sports gaming industry and will be leaders in shaping how we enjoy sports in the years to come. We look forward to working with their industry experts to deliver best-in-class experiences for our fans and continually improve the fan experience as the landscape evolves.”

Beginning with the upcoming 2022 MLS and NWSL seasons, the partnership will feature:

●     The Fubo Gaming brand through an integrated marketing campaign highlighted by high-impact local broadcast-visible signage

●     A presence on the Club’s television and podcast programming

●     Activation on the Club’s digital and social channels and other marketing assets

●     Prominent placement of the Fubo Gaming brand across the PNC Stadium, including naming rights for the gate entrance located at the Northeast corner of the stadium

●     Exclusive logo branding on the front of all Houston Dynamo FC and Houston Dash training tops 

●     A presence in community activations benefiting Dynamo Charities

Fubo Gaming launched Fubo Sportsbook, a next-generation mobile sportsbook, in two states: Iowa and Arizona. Fubo Sportsbook is purpose-built to meet U.S. sports fans’ growing demand for interactivity through an industry-first integration of an owned-and-operated sports wagering platform with a live TV streaming experience. By integrating with fuboTV, the mobile app delivers personalized omniscreen experiences that turn passive viewers into active participants. The app’s proprietary feature, Watching Now, leverages fuboTV’s first-party user data to engage participants by recommending relevant bets based upon what they are streaming — even as they change the channel.

“Partnering with the Houston Dynamo Football Club for market access in Texas is a major milestone for Fubo,” said Scott Butera, president, Fubo Gaming. “Texas has an incredibly enthusiastic community of sports fans and will ultimately become one of the largest sports betting markets in the U.S. In addition, our comprehensive partnership with the Dynamo, which encompasses numerous assets and levels of fan engagement, allows Fubo Gaming to maximize its uniquely integrated streaming and wagering platform and furthers our goal of offering highly personalized and immersive experiences.”

Although sports betting isn’t currently legal in the state of Texas, Dynamo and Dash fans will have the opportunity to interact with the Fubo brand throughout the upcoming 2022 season through marketing activations and brand visibility.

PokerStars And Red Bull Racing Seal Global Partnership

Red Bull Racing is pleased to announce a new, exclusive partnership with leading global online gambling and entertainment brand PokerStars ahead of the 2022 Formula One season.

The multi-year partnership, which features branding on the RB18 and race suits, is aimed at F1’s growing audience, as increasing technological advancements help to service and provide fans with new and unique ways to enjoy the sport. The new relationship enables both Red Bull Racing and PokerStars to reach audiences who share similar passions and interests, while rewarding and engaging existing fans and players in new and unique ways with F1-fuelled entertainment, as well as epic experiences, promotions, competitions, and content. The partnership will come to life across PokerStars’ full offering of PokerStars Casino, PokerStars  and PokerStars Sports products.

PokerStars prides itself on providing its community around the world with best-in-class entertainment with poker, casino, and sports betting whilst always ensuring safe and responsible play, values it shares with Red Bull Racing.

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

“Following last year’s blockbuster Formula One season, I am delighted to kick off 2022 by announcing PokerStars as a new partner. In our sport we see constant evolution, not only applied to the cars but also to new technologies that are focused on reaching the sport’s global fanbase to provide new and interactive experiences for them to enjoy. We are pleased to welcome PokerStars to the Team as F1 enjoys a period of growth in new and existing territories and look forward to getting the 2022 season underway together.”

Flutter International’s Chief Executive Officer, Dan Taylor, said:

“Red Bull Racing is an ideal fit for PokerStars because it’s not just about what you offer fans and players but the ethos and vision behind how you offer it. Part of our vision for PokerStars is to create the world’s most epic casino, built on player experiences, giving our community moments they’ll never forget. Red Bull Racing’s phenomenal success is built on their bold, innovative, and passionate ethos, which has led to incredible success both on the track and in becoming one of the world’s most popular sports brands. We’re looking forward to working with the Team and sharing further developments as the 2022 season approaches. We wish the Red Bull Racing team all the best for their new campaign.”

Channel 4 And Formula E Announce New Multi-Year Broadcast Agreement

Formula E and Channel 4 today announced the broadcaster will become the UK’s exclusive free-to-air TV home of the ABB FIA Formula E World Championship in a multi-year broadcast agreement beginning this season.

UK-based fans of the only all-electric motorsport World Championship will have the opportunity to see more live races in Season 8 than in any previous season.

Every race in the Championship’s biggest-ever 16-race calendar will be aired live on Channel 4 and All4, or on Channel 4 Sport’s well-established YouTube channel.*

Race highlights will be broadcast on Channel 4 and All4 which will serve as the catch-up destination for all the action from the ABB FIA Formula E World Championship.

In addition, the new qualifying format featuring all 22 drivers in head-to-head knockout Duels competing for pole position will be available live before every E-Prix on the Channel 4 Sport YouTube channel.

Channel 4’s race coverage, sponsored by Bristol Street Motors, part of Vertu Motors plc, will be presented by the established Formula E team of hosts Vernon Kay and Nicki Shields, expert analyst Dario Franchitti and commentator Jack Nicholls with local pundits joining around the world.

Season 8 begins with a double-header around the walls of the UNESCO World Heritage site of Diriyah, Saudi Arabia, on 28 and 29 January. Racing continues through Season 8 in the centre of iconic world cities including Rome, Monaco, Berlin, London and New York and for the first time, Jakarta, Vancouver and Seoul. Most races in Asia and Europe will air live on Channel 4 and All4.

Round 1 will air live from Diriyah on the Channel 4 Sport YouTube channel from 16:30pm GMT on Friday, 28 January. Channel 4 and All4 will broadcast live coverage of Round 2 on Saturday, 29 January from 16:30pm GMT.

Pete Andrews, Head of Sport, Channel 4, said:

“Formula E is a fantastically exciting sport and this deal is wonderful news for sports fans. We’re proud to be showcasing a sport with sustainability at its heart and one that plays such an important role in seeking to combat the climate crisis.”  

Aarti Dabas, Chief Media Officer, Formula E, said:

“We are delighted to build on our relationship with Channel 4 as the exclusive free-to-air home of the ABB FIA Formula E World Championship here in the UK. The multi-year partnership with Channel 4 is great news for fans across the UK and for the continued growth of our sport. Last season saw more fans around the world tune into our live race programming than ever before. With Channel 4 established as the regular free-to-air home for Formula E in the UK, we look forward to better serving our passionate fanbase while attracting new fans to the excitement of all-electric street-racing.”

By the conclusion of Season 7 (2020/21), the live television audience made up the majority of Formula E’s global TV viewership (62%) for the first time in the Championship’s history. The cumulative audience increased to 316m – a 32% year-on-year growth – driven by new distribution agreements with free-to-air (FTA) channels in key markets, which also lifted Season 7’s live audience above pre-pandemic levels.

This latest deal follows on from Channel 4’s announcement that it will air ten live Super League matches each season for the next two years thanks to a partnership with Sky. It is the first time in the competition’s 26-year history that it will be shown on free to air terrestrial television.

Channel 4 has made a wide a range of high-profile sports and events available free to air to UK audiences over the past 12 months. These have included: live coverage of Emma Raducanu’s stunning US Open victory; live British Lions rugby; live Test match cricket coverage of England’s tour in India; live coverage of the Ireland rugby union autumn internationals; and live in-depth coverage of the Tokyo 2020 Paralympic Games which attracted 20 million viewers.

Dapper Labs And UFC Launch ‘UFC Strike’ NFTs

UFC®, the world’s premier mixed martial arts organization, and Dapper Labs, makers of NBA Top Shot and NFL ALL DAY, today announced the official launch of their highly anticipated NFT collectible product, UFC Strike.  The all-new collectible experience, available to fans starting at 2 pm ET/ 11 am PT on Sunday, January 23, will for the first time give MMA fans the opportunity to own the most epic, talked-about fight moments in the history of UFC. 

Launching first as an open drop of 200,000 total packs, UFC Strike will start with a first round of 100,000 “Fully Loaded” packs, consisting of three NFT Moments capturing incredible finishes and amazing displays of striking and grappling from UFC fighters like Francis Ngannou, Amanda Nunes, Kamaru Usman, Rose Namajunas, Derrick Lewis, Justin ​​Gaethje and more. These NFT Moments will include the best action shots from multiple camera angles, announcer commentary and crowd response from actual fights – a Dapper Labs first – to further bring the experience to life. With robust audio and video content, each UFC Strike Moment NFT is designed to capture, memorialize and celebrate a specific instance of UFC history.

“Dapper Labs is an innovator in this field, creating an industry that didn’t exist a few years ago,” said UFC Senior Vice President of Global Consumer Products Tracey Bleczinski.  “Their vision for the potential of these products is the reason UFC chose Dapper Labs as its first NFT partner.  We’re thrilled to finally be able to offer these amazing digital collectibles to enrich the UFC experience for our fans.”

To access the initial open drop, fans simply visit ufcstrike.com where they will be able to join the queue for a chance to buy a pack (while supplies last) at $50.00 USD.  As UFC Strike continues to evolve in the coming months, the experience will include additional drops closely aligned with UFC event calendar. It will also include additional features like a peer-to-peer marketplace for fans to connect, buy, and sell their Moments.  

Following the initial drop on January 23, a second round of “Fully Loaded” UFC Strike packs priced at $50.00 USD will be available to fans (while supplies last) starting at 2 pm ET/ 11 am PT on Monday, January 31.

“Dapper Labs has accelerated the move to Web3 by building new apps and platforms that enable great user experiences for millions of fans. Partnering with UFC, one of the fastest growing sports in the world, with a global fan base of more than 625 million people, is the next step to bringing even more into experiencing the benefits of decentralization while also delivering a meaningful experience for die-hard UFC fans to collect and own the moments that matter to them,” said Caty Tedman, Head of Partnerships at Dapper Labs.