AS Monaco signs Renault as major partner

AS Monaco and Renault, through Renault 5 E-Tech electric have announced their collaboration for the coming season.


The legendary Renault 5, marketed from 1972 to 1996, is back! Reinvented and revealed just a few months ago, Renault 5 E-Tech electric is Renault’s new 100% electric small city car. The French automotive brand, which aims to achieve carbon neutrality by 2040, has set its sights on making Renault 5 E-Tech electric its new pop icon.


By becoming a major partner of the Principality’s football club, Renault will enable Renault 5 E-Tech electric to be displayed on the front of the AS Monaco professional team jersey during the Champions League matches the Club will be playing this season.

The R5 logo will also be visible on the “pocket” of the Monegasque players’ tunics during their Ligue 1 matches, and will also benefit from high visibility at the Stade Louis-II, as well as on the Club’s various communication media.

This new partnership with a world-class group like Renault and their iconic and responsible Renault 5 E-Tech electric is further proof of AS Monaco’s appeal. We look forward to working together and helping each other achieve our goals.

As part of this collaboration, a fleet of over twenty Renault vehicles will be made available to AS Monaco. Finally, a number of activations between the two entities will enable the Monegasque club, backed by Renault dealerships throughout France, to reach all its supporters in France and in the Principality.

Laurent Aliphat, VP Renault Marketing Brand Content: “We are very proud to be partnering AS Monaco football club this season. We share strong ties, based on our history and our values. Founded over one hundred years ago, we are both entities with national and international reach. And we are both seeking to implement strategies with a focus on clean mobility. This partnership comes at a time that promises to be exciting and meaningful for both of us, with the launch of Renault 5 E-Tech electric, an iconic car inspiring real passion, and the centenary celebrations of AS Monaco.”

Thibaut Chatelard, Marketing & Revenue Director of AS Monaco: “Welcome to Renault and Renault 5 E-Tech electric in the great family of AS Monaco partners! As the Club returns to the Champions League next season, marked by the Centenary of our institution, we are delighted to be able to count on Renault’s support for our European campaign and throughout the exciting Ligue 1 season. This new partnership with a world-class group like Renault and their iconic and responsible Renault 5 E-Tech electric is further proof of AS Monaco’s appeal. We look forward to working together and helping each other achieve our goals.”

Arsenal FC teams up with Athletic Brewing Company

Arsenal FC has partnered with Athletic Brewing Company, America’s largest non-alcoholic brewery, who became the club’s first Official Non-Alcoholic Beer Partner.

Starting this August, this partnership will see cans of Athletic’s award-winning Run Wild IPA available throughout Emirates Stadium for all men’s and women’s matches. Additionally, Run Wild IPA will be served on draught at the club level.

Athletic will also invest in a marketing campaign featuring Arsenal players, and will run a series of promotions, including in-stadium sampling activations, social media giveaways, and VIP supporter experiences.

“As we continue to grow our footprint in the UK, we’re honoured to partner with Arsenal, an institution synonymous with not just English football, but the sport on a global stage,” said Bill Shufelt, Co-Founder and CEO of Athletic.

Juliet Slot, our Chief Commercial Officer, said: “I’m so pleased to welcome Athletic to our family. We’re all focused on moving forward after record-breaking seasons for both our men’s and women’s teams in 2023/24. New partners like Athletic are vital in supporting our growth so we can continue to invest in our teams and compete for major trophies.

“Our supporters remain at the heart of this journey, and with more matches coming to Emirates Stadium this season for both teams, we’re excited to work with Athletic to enhance our matchday offer with their brilliant non-alcoholic beer.”

Southampton FC signs P&O Cruises as official sleeve partner

Southampton Football Club has announced that Britain’s cruise line, P&O Cruises, will become the club’s Official Sleeve Partner in a multi-year partnership. The P&O Cruises logo will sit pride of place across the Men’s, Women’s and Academy teams’ sleeve. 

With a rich history within the city of Southampton, P&O Cruises is firmly established as Britain’s favourite cruise line. This partnership, the first sports sponsorship for P&O Cruises, will also offer exclusive benefits and experiences to Southampton FC members and fans and P&O Cruises guests, including cruise offers, match tickets, meet and greet events and onboard coaching.

The partnership between P&O Cruises and Southampton FC will celebrate both entities’ commitment to achieving results and to the community. P&O Cruises is also set to become the title partner of Saints Foundation, the club’s official charity which supports over 5,500 people every year within the city across health, education, gender equality, pathways and employability. Further details on this part of the partnership will be announced in due course. 

Commenting on the partnership, Phil Parsons, CEO of Southampton Football Club said: “We are delighted to welcome P&O Cruises as our sleeve partner. This is a historic partnership for us, working with P&O Cruises for the first time.

“P&O Cruises is an organisation right at the heart in our city, much like us. With customer service and local community central to its business, its values are aligned to our own. We look forward to what this partnership will bring to our fans and the local community.”

Carnival UK & P&O Cruises president Paul Ludlow said: “P&O Cruises has a long and illustrious history sailing from the port of Southampton. Southampton Football Club is one of the oldest and forward-thinking clubs in English football, with a passionate and dedicated following of supporters in the city and beyond. It is a natural partnership for both of us and we are excited to see what this collaboration will bring to our guests.

“Investing in our home ports and the communities in which we live and visit is vitally important to us and this partnership underpins our commitment to the region.”

With pre-season preparations well under way for all Southampton FC teams, fans will first see the P&O Cruises logo on Southampton FC’s Men’s First Team kits at the home friendly match against Lazio on 7th August. All fans who purchase or have already purchased any of the Southampton FC 2024/25 replica kits will be able to go into the Southampton FC stadium store to have the P&O Cruises branding applied to their shirts free of charge, subject to availability from 6th August.

iSportConnect Sports Tech Partnership Index powered by SportsTech Match – July 2024

Who’s hot in sports tech? Who is doing deals? Who is creating new, innovative partnerships? That’s what the Index attempts to dig into on a monthly basis. Whether established players or the up-and-coming stars, we go a little deeper for you…

SportsTech Match recorded 67 new or renewed deals and partnerships featuring tech companies in sport during the month of July. This month’s index is topped by AI automated video highlights company Magnifi who reported five new partnerships with rights owner / holder clients in various geographies, and covering a diverse range of sports. 

Video content creation and distribution solutions feature heavily in general in this month’s index with Playsight, Endeavor Streaming, and WSC Sports also reporting multiple new or renewed partnerships in July.

Appearances on the index by companies representing the athletes and performance sector are relatively limited but this month saw a strong representation with Teamworks, Iterpro, and SkillCorner all featuring (Skillcorner featuring for the first time). 

Expect this trend to continue as performance tech continues to permeate teams in the lower tiers of sport and AI plays an increasingly significant role to optimise how athlete data is collected and leveraged to both improve performance and open up new use cases / business models.

Want to get access to the full and ‘near-live’ Tech Feed that drives the index?

The data powering the SportsTech Partnership Index derives from SportsTech Match’s automated, daily Tech Feed. It’s the first and only feed dedicated to sports tech partnerships from around the world designed to help tech companies and rights owners stay on top of the deals and partnerships being struck across the ecosystem. 

Contact info@sportstechmatch if you would like to get early access to the feed and, for tech companies, to make sure that your announcements are being included in our monthly Index.

The price of disloyalty: why it should never always be just about the money when it comes to rights 

Ian Whittaker, Twice City AM Analyst of the Year pens down the nuances of buying rights in the sporting ecosystem.

One of my favourites themes when I present my views to clients on the major macroeconomic trends that are shaping the world is to talk about how we now at the end of the c. 40-50 year dominance of what I call the Reagan-Thatcher consensus, which promoted a range of ideas such as globalisation, de-regulation and a move away from government intervention. One of the other major intellectual tenets of that consensus was the idea of ‘Homo Econimus’ namely that individuals act in an economically rational way, ignoring the effects of emotions and other ‘non-rational’ calculations when they come to decisions. 

It is a theory that is increasingly being disproved and, when it comes to sports rights, we have had two decisions recently that have hurt organisations who eschewed loyalty and, ultimately, are paying the price, one case regarding the rights’ owners, the other a major platform.  The first instance is the situation with the French Ligue 1 rights where the LFP has had to accept a significantly lower rights deal from DAZN and BeIn than it wanted due to the reported risk of French clubs going bankrupt if no deal was signed. The second regards the upcoming legal fight between Warner Bros Discovery and the NBA over the latter’s sale of rights to Amazon. 

As in most cases, a knowledge of history often helps to explain the situation. First, France. Back in 2018, the LFP ditched its long-standing sports rights agreement with Canal+ and signed a deal with Spanish-based rights firm MediaPro for E3.3bn for the rights. When that deal collapsed in 2020, Amazon stepped in to buy the rights at a cut price while angered Canal+, which believed (fairly) it was now overpaying for the rights it had bought. . 

The attitude of the LFP at the time was a clear “that’s tough” line when it came to Canal+. There was clearly a view that Amazon stepping in to pick up the MediaPro rights heralded a potential golden age of competitive bidding for its rights, which meant it did not have to rely on ‘dinosaurs’ such as Canal+ anymore. While Canal+ may not have always been the best of partners, there was a mutually beneficial relationship between the two parties.

Canal+ now has had its revenge. The LFP failed to understand that the idea Amazon and / or other Tech giants would replicate their strategy in the US of buying major sports rights was unlikely to be replicated in Europe, simply because the economics do not work in what is a fundamentally different sports rights market(s) with different economics and drivers. If the LFP had not been so high-handed in its treatment of Canal+, it would (probably) now be benefiting from an enhanced sports rights deal. 

The second example is in the United States and, again, involves Amazon, only this time Amazon is more than willing to pay up as it believes (correctly) that buying premium US sports rights can work because it unlocks the key to US television advertising spending. However, the fault here seems to lie more with a buyer of the rights, not the seller. 

Warner Bros Discovery CEO David Zaslav once said “We don’t need to have the NBA”. That is likely to be a comment that will haunt him given what has happened. WBD has found itself locked out of the new NBA 11-year rights deal, with Amazon, Disney / ESPN and Comcast / NBC picking up the main rights. As a result, WBD has now taken the NBA, claiming its contractual rights mean that it should have the rights Amazon has been awarded, a claim the NBA disputes (in summary, WBD claims it has met Amazon in financial terms, the NBA is pointing to other factors such as reach). The outlook looks quite messy. 

However, WBD may not have found itself in this position if it had stepped back and taken a clear-eyed view of what it needed (i.e. the rights) and acted accordingly. Instead, it seems like the company was trying to signal to the financial markets that it was serious on maintaining tight cost control and therefore acted tough. As a result, it is very likely that WBD has – at the very least – significantly damaged its long-term relationship with one of its previous major sporting partners and, at worst, fundamentally damaged the linear television advertising ecosystem on which it depends. Not the best strategic move. 

The morale of the two tales is this. It is a fundamental mistake for any organisation, and whichever side of the sports rights fence they sit, to assume that the only relationship that matters is financial. No one likes to do business with a counterparty that they do not trust. Relationships count and decision makers tend to have long memories, For those who think otherwise, the cost of such short-sightedness can be high. 

As usual, this is not investment advice. 

Olympic uniforms: Protecting national pride and consumer trust 

The Paris 2024 Olympic and Paralympic Games are on-going with great fanfare, with thousands of athletes competing on the global stage. As excitement grows, sales of Olympic merchandise – from uniforms, to T-shirts, to souvenirs – have already shot out of the blocks. The allure of owning a piece of the Olympics, whether it’s a Team GB jersey or a commemorative pin, drives millions of transactions each time the iconic event takes place.

Olympic merchandise amounts to a colossal enterprise. Rio 2016 licensed merchandise sales hit US$15.5 million in Brazil alone, while 15 product lines of Tokyo 2020 merchandise sold out on the opening day of online sales. As much as these polo shirts, bags, and towels symbolise national pride and unity, unfortunately they are also magnets for counterfeiters. 

Counterfeit goods cost EU industries an estimated €16 billion in sales and nearly 200,000 jobs each year, according to the European Union Intellectual Property Office. Sporting apparel and merchandise affiliated to major tournaments are an obvious target for the organised criminals behind producing fakes.

For instance, during the 2016 Rio Olympics authorities seized large quantities of fake branded products. And counterfeit Olympics merchandise on sale in Paris has already prompted French police to carry out raids in recent months, in a high-profile crackdown on street vendors.

Such incidents highlight the pressing need for robust measures to combat this illicit trade. The sale of counterfeit products not only syphons off revenue but also erodes the trust of fans and collectors who seek genuine memorabilia.

Protecting the authenticity of these products is crucial for preserving consumer trust and supporting sustainable practices. What can be done to beat the counterfeiters?

Technology to the rescue

Innovative technologies like smart labels are at the forefront of the fight against counterfeit branded clothing. Smart labels that are scanned using an RFID (Radio-Frequency Identification) reader can be used to determine stock availability, item location, and reassure buyers of product authenticity. This technology is gaining traction across the apparel industry, including leading sportswear brands, as it enables efficiency and scalability.

Authenticity and sustainability

Beyond fighting counterfeiting, smart labels play a crucial role in promoting sustainability. By providing transparent supply chain information, these technologies enable consumers to make informed choices about the products they purchase. For example, a consumer can verify if a jersey was made using sustainable materials or if ethical labour practices were followed during its production.

This transparency encourages brands to adhere to higher environmental and social standards, fostering a culture of accountability and sustainability within the industry. Moreover, by ensuring the authenticity of products, these technologies help reduce the demand for counterfeit goods, which often involve unsustainable and unethical practices.

Celebrating national pride with confidence

Fans deserve to celebrate their national pride with confidence, knowing that their purchases are genuine and ethically produced. Countries like the United States, with its iconic Team USA gear, or Japan, with its meticulously designed Olympic apparel, invest heavily in creating uniforms that symbolise their heritage and aspirations. Protecting these symbols through advanced technologies not only preserves their value but also upholds the integrity of the Olympic spirit.

As we look forward to Paris 2024 and future Games, I believe the continued adoption of smart labels across the sports merchandise industry will be pivotal. These innovations not only safeguard consumer trust but also pave the way for a more sustainable and transparent global marketplace.

The author is Jonny Hewlett, director, team sports, Avery Dennison.

FIH inks strategic alliance with Hero for five years

The International Hockey Federation (FIH) has announced a new partnership with Hero MotoCorp, the world’s largest manufacturer of motorcycles and scooters, for a period of five years.

With this agreement for hockey’s development, Hero MotoCorp becomes FIH’s Global Leadership Partner, and confirms its strong, long-term engagement with global hockey that has spanned over the past 15 years.

This strategic alliance aims to elevate the sport to new heights, drive hockey’s global growth and inspire future generations of hockey enthusiasts worldwide.

The partnership starts immediately and includes all FIH events for the next 5 years, including the FIH Hockey World Cup, the FIH Hockey Pro League, the FIH Indoor Hockey World Cup, the FIH Hockey Junior World Cup, the FIH Hockey5s World Cup or the FIH Hockey Nations Cup.

Commenting on the agreement, Dr. Pawan Munjal, Executive Chairman, Hero MotoCorp said, “as the world gathers for the Olympic Games, I am proud to announce the renewal of our partnership with the International Hockey Federation (FIH) for the next five years. This collaboration highlights one of the most significant international sports alliances. In India, hockey symbolizes national pride and heritage.”

“As champions of sports, we recognize its profound impact on transforming lives and communities. Hockey, our national sport, deeply resonates with our cultural values. I congratulate Tayyab Ikram, President of FIH, for the sport’s remarkable evolution through innovative tournaments and formats. These efforts have broadened hockey’s appeal and engagement with future generations.

“Hero MotoCorp is committed to elevating hockey’s prominence, with upcoming global events in India playing a pivotal role. We aim to inspire youth worldwide with values of respect, equality, diversity, sustainability, and fair play, ensuring hockey’s spirit shines brightly across the globe. 

FIH President Tayyab Ikram said, “this renewed partnership with Hero MotoCorp represents a tremendous support for the development of hockey – FIH’s number one mission – all around the world.

As we have embarked on a new path to grow and professionalise our sport like never before through our Empowerment and Engagement strategy launched last year, this agreement comes at a very significant time.

“Thanks to Hero MotoCorp’s support, we will be able to expand our ambitions and objectives, for the good of hockey.

“In my personal name and on behalf of FIH, I would like to express the sincerest gratitude of the global hockey community to Hero MotoCorp, and in particular its Executive Chairman Dr. Pawan Munjal, whom we had the pleasure to welcome at the Paris 2024 Olympics hockey events.

“This partnership confirms Hero MotoCorp’s trust in FIH, and in our sport’s potential. We share the same vision of sports, fostering physical exercise, uniting people and developing communities. Together, we will grow!”

Paris ‘Starts Up’ Games as Olympics Moves from Ceremonies to Sporting Celebration & Satisfaction

As the Paris Games approaches the weekend half-way mark, Olympic advisor MICHAEL PIRRIE evaluates the impact of global mega event. 

Mick Jagger may have missed the Opening Ceremony, but rock’s long-distance runner and Olympic fans have found satisfaction over recent days in Olympic venues that have resembled sporting concerts at the Paris Games.

Jagger has joined a cavalcade of celebrities at sporting venues across Paris as the Olympic vibe fills the host city with a soundtrack echoing songs from a Rolling Stones play list, making fans feel ‘Happy.’

Wild horses could not keep fans from filling equestrian and all other sporting venues across the city and regional areas.  

Moving like Jagger, athletes have started up the Games with epic performances to sellout crowds.

Shortly after London won the blockbuster battle to host the Olympic Games in 2012 over Paris, New York, Moscow and Madrid, Jagger sent a note to bid leader, Seb Coe, offering congratulations and support for London’s Games.   

While Jagger has been seen at fencing, the ‘Street Fighting Man’ is also a boxing fan and may attend some rounds.

His presence has also sparked speculation of a possible performance later at the Games in the Closing Ceremony.

France has fallen in love with the Games that has sometimes danced to a different drum beat in Paris.

A clearer view of the French version of the Games that has challenged Olympic traditions and expectations is emerging through the murky waters of the Seine just in time for the triathlon.

France is staging electrifying Games reflecting the nation’s spirit of revolution and creativity while building on the London and Sydney Games models.

While the opening ceremony was unconventional in its river location and, for some international audiences, its depiction of some aspects of French history and culture, subsequent polling has revealed overwhelming domestic support for the curtain raiser.

The domestic endorsement indicates Paris organisers have been able to replicate the success of Danny Boyle and Ric Birch, and the widely acclaimed London 2012 and Sydney 2000 Olympic opening ceremonies they directed respectively, and which set the stage for the success of both benchmark Games.

This heralds a major turning point for Paris organisers.

Opening ceremony success is essential to how cities and nations feel about themselves and about hosting and supporting the Olympics at Games time.

Walking down the exit aisles of the London Olympic stadium after the opening ceremony in 2012, I recall excited spectators expressing how they had ‘never felt so proud to be British’ as the ceremony ended.       

We knew we had passed the first major challenge to deliver the London Games we hoped would inspire a nation as well as a generation.  

Similar post ceremony momentum is now driving Paris and the wishes of French President Emanuel Macron for flawless Olympic Games. 

“Our organisation needs to be beyond reproach,” Macron said at the start of the year, referring to the Paris Games, which has become as much a landmark project in his presidential portfolio as the Eiffel Tower that anchors the Games.

As well as perfect organisation, Macron is also relying on the continued success of French athletes. 

If Paris landmarks were the stars of the opening ceremony, the athletes are now putting on equally compelling performances to full house audiences.

“I count on you not only to bring medals but to inspire the youth. Do your best,” Macron said in his New Year Games countdown speech. 

The athletes from France and other competing nations are inspiring the world and the host nation in different ways.

Like a Rolling Stones concert, there has been much rhythm and blues as the nation of ‘Les Bleux’ rallies around the Games.

France’s rapid rise up the medal table is a dream for Macron, who has championed the Olympic event and invested much time, resources, and national pride in the Paris project.

The host nation’s growing daily medal tally is creating a party atmosphere inside the Paris venues and in communities, cities and homes across France, a hallmark of triumphant Games.

This reflects the importance of host city sporting success and the targeted funding and planning that French authorities have put into long term high-performance training pathways to help athletes peak at the Games.

Paris, with packed venues and more than 8.6 million tickets sold, is also reviving the full Olympic Games experience lost in isolated and empty venues during Covid.

This is important for future IOC revenues and deals with commercial partners and sponsors and funding for future host and preferred cities.    

While Covid almost stopped the Games during the pandemic and still remains a lingering threat, the sporting atmosphere in Paris has been infectious.

The vivid blue, white and red colors of the French flag that formed a spectacular curtain of smoke across Austerlitz Bridge in the opening ceremony has  now enveloped the nation in the Olympics.  

The Games have returned higher, faster, stronger and louder in venues set at full volume for the first time since London.  

Like the high-end Opening Ceremony production values, Paris is also producing sporting masterpieces worthy of a place in the Louvre.

Every Olympic host needs a national hero and swimmer Leon Marchand has been a gold medal magnet for France, capturing the imagination of everyone and turning curious observers into Olympic super fans they did not know they were. 

In what may prove to be the performance of the Games, Marchand stunned the sporting world by winning two individual gold medals in breaststroke and butterfly in one surreal session of wonderous swimming

The Olympic spirit has also returned, with performances that did not win medals but deep acclaim and admiration instead from global audiences, which have become a ratings bonanza for host broadcaster NBC up almost 80 per cent from Tokyo.

These performances involved athletes who did not touch gold but who touched and reminded the world of the essence of the Olympic Games as a microcosm of life.     

Athletes such as Natalia Escalera, the young debutant gymnast from Mexico, who pushed herself through searing pain to complete a routine for her country down after rupturing a ligament in her foot 

 The distraught gymnast, who had to be carried in tears by her coach to a nearby chair and condoled, said on social media she was grateful just so she “could represent my beautiful country.”

“I am so grateful to God for giving me the strength to show up and endure my last routine.”

The young athlete’s determination to finish for her country would conjure memories of John Stephen Akhwari, the legendary Tanzanian long distance runner who struggled with cramp and injuries from a fall in the 1968 Mexico marathon, but still completed the event in a darkened stadium more than an hour after the winner.

When asked by stunned media why he continued after his fall, Akhwari famously said: “My country did not send me 5,000 miles to start the race, they sent me 5,000 miles to finish the race.”

Paris organisers are also putting in compelling performances dealing with the hidden complexity of keeping the all-important broadcast and competition schedules on track for 11,000 athletes from more than 200 nations across in 32 world sporting competitions.

This vast organisational challenge has been carried out while on full security alert for further possible attack from hostile groups and nations, including Russia, following a sabotage attempt of a central train system in the countdown to the opening ceremony    

Planning for Paris has been at a high level if perhaps not always impeccable as President Macron may have decreed.

The complaints have included concerns about conditions in the Athletes Village as challenging for some athletes to perform at their best

The organisers have responded quickly to the almost boundless array of venue and service operations and diplomatic and geopolitical issues that can impact the Games. 

Russia’s reduced presence at the Games, due to restrictions on athletes following the Ukraine invasion, has limited its impact on other teams and nations.

The spectre of doping involving Russia however continues to darken sports landscapes, with Olympic authorities stripping the super power of a figure skating gold medal from the Beijing Winter Games and presenting it to the US team in Paris  

Doping concerns and suspicions have shifted to China following a series of controversial drug testing irregularities involving Chinese swimmers, some of whom were selected for Paris.     

Ukraine’s first medal at the Games, by fencer Olga Kharlan, was dedicated to fellow Ukrainians defending the country against Russia.

The Ukraine team’s presence in Paris is a powerful symbol of its existence as a nation on the world stage.

Ukraine is also a symbol for other nations and groups in adversity who are invisible on the medal table but victorious just by having a delegation at the Games.

Paris has created a grand stage for athletes who are performing at awe inspiring levels as symbols of hope despite the war in Ukraine, Middle East violence, and other combat zones.

Pierre de Coubertin, the father of the modern Olympic Games, was born in Paris, and would be proud of how his home city is taking the world on a journey of hope from war to sport, as he dreamed.

F1 signs The Las Vegas Convention and Visitors Authority as official partner

The Las Vegas Convention and Visitors Authority (LVCVA) has become an Official Partner of Formula 1, strengthening the relationship between F1 and the city ahead of the second Las Vegas Grand Prix in November.

The LVCVA is the official destination marketing organisation of Southern Nevada, promoting tourism, conventions, meetings and special events – inviting everyone to experience the spectacle of Las Vegas.

Last season’s inaugural Las Vegas Grand Prix, of which the LVCVA were a founding partner, was the largest sporting event in Las Vegas history and attracted a global TV audience of 59.3 million, along with more than 316,000 fans in attendance and 145,000 unique visitors – a record for the city.

A positive economic impact of nearly $1.5 billion also demonstrated the economic value Formula 1 can bring to Las Vegas.

The partnership, which will run until the end of 2025, will see the LVCVA utilise the sport’s global platform to grow and sustain tourism in Las Vegas, while continuing to engage with fans globally at select races to demonstrate the synergies between the world’s most exhilarating sport and the world’s most electrifying destination.

Emily Prazer, Chief Commercial Officer of Formula 1 and Las Vegas Grand Prix, Inc. said: “We are constantly pursuing unique and exciting ways to showcase the destinations in which we race and to demonstrate the value that our sport delivers economically, culturally and for the community.

“The LVCVA were instrumental in bringing Formula 1 to Las Vegas as a founding partner of the race, and we are thrilled to be expanding our relationship with them to continue to position Las Vegas as the Sports and Entertainment Capital of the World.”

Steve Hill, President/CEO of the LVCVA, said: “We are thrilled to elevate Las Vegas’ visibility by becoming an Official Partner of Formula 1. In recent years, Las Vegas has made tremendous strides in becoming the Sports and Entertainment Capital of the World and partnering with the world’s premier motor sport organization to host the Las Vegas Grand Prix marked a major milestone in that effort.

“We look forward to working closely with Formula 1 through this new partnership and keeping Las Vegas top of mind for the millions of F1 viewers and fans around the world.”

“Our Olympic and Paralympic Partnership activities are global in nature, but managed locally in regions to create deeper connections”

With the ongoing Paris 2024, iSportConnect’s Taruka Srivastav spoke with Caitlyn Ranson, Senior Manager, Partnership Marketing, Bridgestone Americas to know more about Bridgestone’s global partnership with the International Olympic Committee.

What is the current strategy, vision and mission for Bridgestone in sports?


Our strategy for marketing needs to follow the strategy of our business. Right now, our business is complex and continues to evolve. In the past we may have focused on large ad campaigns that would push broad awareness to anyone who might want a tire. We have evolved to be much more targeted. This includes more deeply identifying the specific audiences and key markets we are trying to reach, the messages they can relate to, and the channels we use to connect with them. Increasingly through digital and social, we focus across multiple channels on the balance between the reason to buy our product and the reason to care about Bridgestone as a company to buy from. That’s the foundation of our “What Really Matters” brand platform, which focuses on making positive impacts on mobility, environment, and people.

Sports offer very dynamic and engaging ways for us to deliver this. Sports have the power to unite people across borders and backgrounds through inspiring journeys and personalities. They also have a passion for performance that links smoothly to our products. Through sports and partnership activation, we are creating content, experiences and campaigns that highlight both performance and the positive impact we can make on our customers and communities. A primary example of this is racing where we have a rich history with both the Bridgestone and Firestone brands. Motorsports are the ultimate proving grounds for our products, and increasingly they are a platform for advancing and showcasing sustainable materials and technologies that can help us create a better world for future generations. Similarly in golf, we focus on showcasing performance through our products, and we also drive community impact through partnership efforts to make golf more diverse and inclusive.

What is your (commercial / digital / marketing / content) strategy with regards to Paris 2024?


We think about someone’s first interaction with our brand and how to carry a positive experience consistently all the way through a potential purchase and then additional purchases. A consistently personal and positive connection through that journey builds brand loyalty, and we believe it creates a greater return on marketing investment. That’s why it’s important for there to be consistency in message, tone and visual identity whether we are talking about the inspiring athletes of the Olympic and Paralympic Games or the aspiring engineers in the Bridgestone World Solar Challenge.

With that in mind, our activities around the Olympic and Paralympic Games Paris 2024 have been focused on the journeys of our athlete ambassadors and as they prepare to perform on the world’s biggest stage. Our global Team Bridgestone roster includes 40 athlete ambassadors from nine countries who will compete in more than 20 different sports. While we have core global principles, the partnerships are activated locally in the different markets to best connect with target audiences. These efforts include social and digital media platforms, multimedia content, our owned websites and channels, sales and marketing collaboration, and a whole lot more. In Europe we are also broadcast partners with Eurosport for their coverage of Paris 2024.

On particular note, we are also excited about the authentic story we have built with several Team USA Paralympians using our rubber equipment to advance their performance. So many adaptive athletes still make their own equipment because what they need may not truly exist, and also because what exists may not be designed to fit their unique needs. That motivated us to explore how our materials expertise and product technology could help improve the equipment they use for training and competition. This journey has created a very meaningful “What Really Matters” story related to accessibility in sport, and we have built out content with each of our Team USA Paralympians connecting their performance to our core products and values.

Who are your delivery partners and what is the scope of the collaboration?


We collaborate with a wide range of partners across our different business units and geographies to deliver our product and brand marketing strategies. Our Worldwide Olympic and Paralympic Partnership activities are global in nature, but managed locally in regions to create deeper connections in each market. We work with a robust combination of digital, social media, public relations, sports marketing, paid media, and brand strategy agencies. They all have central connectivity through our core “What Really Matters” platform and brand identify while offering different ideas and expertise depending on the geography and business.

What are the expansion plans for you to support individual sports?

As our business strategy evolves, our general platforms of engagement will also shift to ensure we remain aligned with our objectives. Racing is our passion – always has been, and always will be. That’s why sustainable motorsports are an area we will continue to explore in many ways. This will include advancing our materials, products and processes to move toward our long-term sustainability targets. It will also include identifying more like-minded racing platforms that are focused on driving innovation that can help create a more sustainable future. Of note, we are very excited to start as the new tire supplier for FIA Formula E starting in the 2026-27 season. Through all of our partnership activations, we will continue to focus on our values, our business, and our vision – which all center around performance and making a positive impact on our customers and communities. Then we will keep collaborating with people and platforms that make the message authentic, personal, and relatable to our different audiences.