IMG’s Seven League Appoints Bindi Ghai Vice President Digital Commercial

Seven League, the digital sports consultancy within IMG’s Media & Events division, has hired former Pinterest Content and Creator Lead Bindi Ghai as Vice President, Digital Commercial to increase the value of their clients’ digital production through transformation, implementation and monetisation.

Ghai brings 15 years’ experience leading global technology, digital ad sales and content partnerships at top technology companies including Microsoft and Twitter, where she served as Head of Account Management and Partnerships in Africa.

“Bindi is a strong addition to our leadership team as we continue to expand significantly following our integration into IMG. No other organisation of IMG’s scale has our digital expertise, and no agency with our digital expertise has access to IMG’s scale, so we’re very confident that our offer to the industry is unmatched,” said Lewis Wiltshire, CEO of Seven League. “Bindi’s experience of managing digital sales teams at Twitter and then content partnerships at both Twitter and Pinterest gives her a unique skill set that our clients will directly benefit from, as well as her global outlook, having worked extensively in Africa and other markets.”

“I am incredibly excited to take on this new role at Seven League, especially at such a pivotal time for the company,” Ghai said. “I’m joining a team of established digital experts to offer clients both an end-to-end solution to their marketing objectives while ensuring they generate a meaningful return on their investment. The digital industry and the way people consume media continues to change at such a speed, and I cannot wait to innovate, collaborate and partner with clients who want to succeed and be rewarded for all their marketing efforts.”

Seven League has also added Hash Piperdy as Senior Account Manager from Twitter, where he led sports curation for the Twitter Moments team. The expansion in scope will allow Seven League to service more sports industry clients, taking them through its process and building towards world-class digital commercialisation.

Endeavor China acquired Mailman Group, which includes Seven League, in July 2021. Mailman is now integrated with Endeavor’s cultural marketing agency 160over90, while Seven League sits within IMG.

Private Equity Firm Silver Lake Take One-Third Share Of Australian A-Leagues

American private equity firm Silver Lake have acquired a 33.3% stake in the Australian Professional League, which runs the county’s A-League competitions.

Back in September the men’s and women’s leagues were rebranded both under the same A-League model, with the organisation stating that ‘recasting the men’s and women’s elite competitions as partners at the top of the game, the A-Leagues will use football’s position as the country’s most inclusive sport to grow the game for everyone.’

Silver Lake’s investment clearly backs up this proposition, as the sport has been growing down under in recent years.

With this backing it is likely that they also see great potential in the A-Leagues model, with their 33.3% stake reportedly worth USD$100m, valuing the overall leagues at $300m (Aus$425m).

Australia and New Zealand will be co-hosting the Women’s World Cup in 2023, and with global superstar Sam Kerr in the Australian side there will certainly be a huge push to grow the sport across the country during that time.

Danny Townsend, APL Managing Director, says: “Silver Lake’s chosen to invest in professional football at this point in time on the back of the unbundling from the FA.

“The recent unbundling has enable us now to unlock the commercial opportunity that sits within our fantastic code. We’re really keen on growing this game to a point where we drive significant value in their investment.

“Silver Lake are a technology company that understand the benefits technology can have in media and sports properties and they’ve got a track record of doing that all over the world through investments in the UFC, MSG sports, IMG.

“It validates the strategy that APL has around taking the game forward, they’re a sophisticated investor and they saw what we’re doing here from a strategic perspective. Valuing our organisation at over 400 million dollars, that’s something they see continued growth in.

“One of the key reasons for Silver Lake’s investment is to buy into our strategy, what the future needs is a complete digital and data infrastructure change. APL’s been really committed to that in its strategy, Silver Lake is really committed to helping us to reach the potential of delivering a complete new digital change for the game.”

Canal + Group Acquires UFC Rights In Sub-Saharan Africa, Vietnam And Myanmar

The CANAL+ Group sealed its first partnership with UFC via a multi-territory deal covering more than 25 countries in Africa and Asia

CANAL+ signed a multi-year agreement with one of the world’s most popular sport properties, UFC, the premier mixed martial arts (MMA) organization. For the first time, UFC’s coverage will be available in French in Sub-Saharan Africa, in Vietnamese in Vietnam and Burmese in Myanmar.

UFC content will be available on CANAL+ group’s platforms across French speaking countries in Sub-Saharan Africa, in Mauritius, as well as in Vietnam and Myanmar. Programming includes all UFC numbered events and Fight Nights, which will be broadcast live across these territories, as well as additional programming to enhance coverage for viewers.

“As a company, we want to bring UFC content to every corner of the world for our fans,” commented David Shaw, UFC Senior Vice President of International and Content. “Our partnership with Canal+ has allowed us to provide a more localized offering for French speaking Sub-Saharan Africa, Vietnam and Myanmar for the first time, and we are excited to work alongside Canal+ to bring enhanced access for our fans in Africa and Asia.”

Jacques du Puy, CEO of CANAL+ International, added “We are very pleased to become the new partner of UFC, and constantly offer our subscribers in Africa and Asia an ever richer and singular catalogue of sports rights”

CANAL+, the leading French language pay-TV operator in Sub-Saharan Africa, will now offer UFC in its incomparable premium sports line-up, which features all the best-in-class international competitions (such as the UEFA Champions League, the Premier League, and the NBA, among others). The CANAL+ Group also operates in Vietnam through the K+ platform, being notably the exclusive Premier League broadcaster in the country and launched its CANAL+ offers in Myanmar in 2018, partnering with major rightsholders such as the AFC, World Lethwei Championship, WRC, and IndyCar.

CANAL+ group has more than 13 million subscribers out of France, throughout Europe, Africa, and Asia. This acquisition is a new step to reinforce the volume and diversity of high-quality sports content of CANAL+ out of mainland France and reach an increasing satisfaction among CANAL+’s subscribers internationally

Kent Cricket Partners With Castore Ahead Of 2022 Season

Kent Cricket is excited to announce a new multi-year partnership with British sportswear and athletic clothing company, Castore.

The Club’s partnership with Castore will see an entirely new range of teamwear for Kent’s Men’s and Women’s squads, including training kit, as well as outfitting the Club’s Talent Pathway and Disability Squads.

Founded in England in 2015, Castore has garnered a reputation for quality, innovation and their mission is to build the lightest, most durable, highest performing sportswear in the market, using patented fabrics and advanced technical engineering.

The Manchester-based firm have collaborated with elite athletes: Sir Andy Murray, Adam Peaty, Jos Buttler and Owen Farrell, and have also forged partnerships with teams across many sports, including: the England, West Indies and South Africa cricket teams, Newcastle United, Wolverhampton Wanderers, Saracens and the McLaren Formula 1 team.

Kent Cricket’s partnership with Castore will see an entirely new range of sports clothing for Kent’s Men’s and Women’s teams, including training wear, as well as outfitting the Club’s Talent Pathway and Disability Squads.

Castore will also use their expertise to help increase Club revenues by supporting the Kent Cricket Shop both in-store and online, as both brands move into another exciting cricket season.

Kent Cricket’s Director of Partnerships, Andy Griffiths, said: “As Kent Cricket strives to raise standards both on and off the field, I feel that we have found a very good ‘fit’ in our new official kit supplier.

“Castore is an exciting brand that has a growing portfolio of partners, and we both share similar views in valuing innovation and having aspirations to become leaders in both our fields.

“We look forward to working with Castore in providing state-of-the-art sportswear that our players, coaches, staff, Members and supporters will all enjoy.”

Tom Beahon, Co-Founder of Castore Sportswear said: “After announcing our recent partnerships with the ECB and Cricket South Africa, our partnership with Kent Cricket further strengthens our presence in cricket globally.

“Kent is a club with a rich history but more importantly, similar to ourselves, an exciting future ahead, and it’s something we are delighted to be a part of for the coming years.

“Alongside this, Kent Cricket is renowned for their continual positive influence in the local community and that is something we will be looking to support throughout the partnership to ensure the fans continue to feel part and proud of the Club.”

Castore will take over the e-commerce of all Kent Cricket x Castore playing, training and leisurewear, as well as providing support in maximising revenues at the Kent Cricket Shop.

Both Kent Cricket and Castore have been working hard on designing new bespoke kits for Kent’s Men’s squad across all formats, as well as playing kit for Kent Women, Talent Pathway and Disability Squads, which will be revealed and available to order in the New Year.

Ivo Ferriani Confirmed As New SportAccord President

SportAccord is delighted to confirm Ivo Ferriani was unanimously elected President of SportAccord during a SportAccord Executive Committee Meeting, which took place today virtually via Lausanne, Switzerland.

Mr. Ferriani has served as the President of the International Bobsleigh & Skeleton Federation (IBSF) since 2010 and the President of the Association of International Olympic Winter Sports Federations (AIOWF) since last year.

As the President of AIOWF, he succeeds Dr. Raffaele Chiulli as President of SportAccord and the Global Association of International Sports Federations (GAISF) following the conclusion of the latter’s term, as per the rotational principle enshrined in GAISF’s Statutes.

“I am delighted to be given the opportunity to build on the excellent leadership of my predecessor Dr. Raffaele Chiulli at such an exciting time for SportAccord.”

As a Member of the International Olympic Committee since 2016 and an IOC Executive Board Member since 2018, Mr. Ferriani is also a Member of the Coordination Commission for the 2022 Winter Olympic Games in Beijing. He is additionally a Member of the IOC’s Sustainability and Legacy, Athlete’s Entourage, and Women in Sport Commissions.

Mr. Ferriani, who has a bachelor’s degree in sports science from the Università degli Studi di Roma Foro Italico and numerous sports coaching and training qualifications, speaks English, French and German, as well as Italian. He was given the honour of receiving the Commendatore della Repubblica by the President of the Italian Republic in 2011.

Mr. Ferriani was a member of the Italian National Bobsleigh Team for eight years and represented his country at the 1988 Winter Olympic Games in Calgary before becoming Italy’s Bobsleigh Team Coach in 1990. He went on to work as Head Coach of the French and Canadian Bobsleigh Teams before returning to Italy to serve as the country’s Bobsleigh and Skeleton Team Director until 2010.

“I am delighted to be given the opportunity to build on the excellent leadership of my predecessor Dr. Raffaele Chiulli at such an exciting time for SportAccord,” Mr. Ferriani said. “We are looking forward to a milestone gathering for the international sporting community next year, and I am very much looking forward to working with SportAccord’s team and our valued partners to deliver outstanding events in the future.”

In addition to Mr. Ferriani being elected President of SportAccord representing GAISF, also joining the SportAccord Executive Committee, Mr. Ingmar De Vos, President, FEI representing GAISF and Mr. Luc Tardif, President, IIHF representing AIOWF who will serve alongside existing SportAccord Executive Committee Member, Mr. Francesco Ricci Bitti, President, ASOIF.

Registration is open for the SportAccord 2022, which will take place from 15-20 May in Ekaterinburg. Organisations interested in becoming an official partner or exhibitor can contact SportAccord to discuss these investment opportunities by emailing sales@sportaccord.sport, with SportAccord also offering an interactive exhibition floorplan and 3-D flyover of the SportAccord 2022 exhibition space.

London Sport Announces Emily Robinson As New Chief Executive Officer

  • Emily Robinson arrives from UKAD where she had spent four months as interim CEO having previously been their Director of Strategy and Education
  • Robinson becomes London Sport’s third CEO following the departure of Tove Okunniwa to the BBC in July
  • London Sport Chair Jillian Moore highlights leadership experience and knowledge of local government and the charity sector.

Emily Robinson has today been announced as London Sport’s new Chief Executive Officer and will take up her new post in February.

An experienced senior leader, Robinson spent the second half of 2021 as interim CEO at UK Anti-Doping and has a strong track record of working closely with central and local government leaders.

As Interim CEO at UKAD she was Chief Accounting Officer appointed by DCMS Secretary of State and led their senior management team and 75 staff across two sites and home working.

She has already enjoyed an extensive executive career, including spells at the Local Government Association and Alcohol Concern as deputy chief executive before joining UKAD in 2017. While at Alcohol Concern she developed the ground-breaking Dry January behaviour change campaign.

A passionate advocate for, and creator of, inclusive, high-performing cultures, Robinson will lead the continued evolution of London Sport to delivery its LDN Moving strategy which was released earlier this year.

Speaking on the announcement, Robinson said:

“This is a hugely exciting time to be joining London Sport as they push on with delivering their fantastic LDN Moving strategy to make the capital the most active city in the world.

“I can’t wait to get started and look forward to working with the Mayor of London, London Boroughs and other partners to tackle the inequalities exacerbated by covid-19 and ensure all Londoners can enjoy all the benefits of being active.

“As we look ahead to the ten-year anniversary of the Olympic and Paralympic Games in London next year, I am particularly keen to work with the entire London Sport team to focus on the needs of children and young people, and physically less active adults.”

On Robinson’s appointment, Jillian Moore, chair of London Sport, said:

“I’m thrilled to welcome Emily to London Sport and know that, with her wealth of experience, she’ll do a fantastic job of leading our organisation.

Emily was a stand-out candidate with her leadership credentials and her knowledge of local government and the charity sector. Her experience and passion for influencing policy and driving behaviour change to make a real difference for society really shone through.”

FLUÈRE And Andretti United Extreme E Combine To Celebrate Championship Finale

Andretti United currently sit third in the Teams’ Championship standings and will be looking to secure that podium spot in Dorset, building on their victory in round three in Greenland. 

Extreme E events are chosen to raise awareness of the impact of climate change around the  world, with the first four races taking place in Saudi Arabia (Desert X Prix), Senegal (Ocean X  Prix), Greenland (Arctic X Prix) and Sardinia (Island X Prix). 

The Jurassic X Prix will take place at Bovington on the UK’s South Coast in order to highlight how rising sea levels are causing a climate crisis due to irreversible damage caused by  coastal erosion.  

Bovington is a well-known British Army military base sitting just off the coastline, and  Extreme E are working with the British Ministry of Defence to mitigate the environmental  impact of their activity, such as piloting electric armoured vehicles and building carbon  efficient accommodation. 

FLUÈRE have revealed a signature non-alcoholic cocktail to be celebrated at the final race of the 2021 Extreme E Championship.  

‘Nature’s Bounty’ will be the cocktail championed at the Jurassic X Prix in Dorset, United  Kingdom – round five of the Championship.  

The livery of the Andretti United Extreme E ODYSSEY 21 vehicle driven by Catie Munnings and Timmy Hansen, usually inspired by the cocktail, was chosen by the winner of a competition run by FLUÈRE for this race. The winner selected the FLUÈRE Original Botanical Blend livery, used in the previous round in Sardinia. 

The ‘Nature’s Bounty’ cocktail mix has a distinctly international feel to it, including ingredients such as spiced cane and coconut water to draw attention to the gift of nature  ahead of the Jurassic X Prix finale. 

FLUÈRE is a category leader in distilled non-alcoholic drinks, owned by forward thinking and  sustainably minded consumer packaged goods’ business, Next Frontier Brands. 

Through its partnership with Andretti United Extreme E, FLUÈRE is committed to playing a  part in raising awareness of climate change impacts and motivate greater consideration for  what can be done to stem damage to the planet.  

Roiby Gonzalez, Chief Marketing Officer at Next Frontier Brands, said: “Extreme E has  achieved so much in its first season in regard to drawing attention to the role sport can play in the fight against climate challenge. 

“We are delighted to have been small part of the Championship’s journey through our partnership with Andretti United Extreme E, utilising our shared passion for raising  awareness of the impact of climate change. Here’s hoping the team can continue their  fantastic form into the final race at the Jurassic X Prix!”

Brentford FC Sign Steelo As New Club Partner

Brentford FC has today announced a partnership deal with the structural steel fabrication company, Steelo. The London-based organisation has signed a sponsorship agreement which will see them working with the Club as an Official Club Partner until the end of season 2023/24.

Steelo was founded in 2009 and prides itself on competitive pricing and a commitment to deliver their projects on time to the highest standard. Their innovative approach to steel fabrication has seen them progress to being known as one of the most ambitious and pioneering firms in the sector. 

The partnership with Brentford will support the next phase of Steelo’s growth as they look to build their digital profile, awareness and engagement in the community.

The Steelo brand made its first appearance at the Brentford Community Stadium on Friday night at the Watford game with it appearing on the LED pitchside boards. The deal will see investment being made into the Brentford Community Sports Trust with Steelo supporting the Trust’s work to educate and inspire participants in their award-winning programmes. Fans should also look out for their ticket promotions in the weeks ahead.

James Parkinson, Commercial Director, Brentford Football Club, said: “Steelo’s culture and values are very much akin to our own. They are ambitious, have a track record of innovation and have a reputation for high standards in the industry. A partnership with them is a strong fit for Brentford FC. We look forward to working with Michael Krajewski and his talented team over the coming years, especially their participation in the community.”

Michael Krajewski, Founder and CEO, Steelo Ltd, said: ”We are proud to be partnering with Brentford as their Official Steel Fabrication partner for the coming seasons.

“We look forward to building a strong partnership with the Club, the fans and the local community in the future. Our core values and ability to defy the odds have connected us, but it is our growth, passion and ability to deliver results when they are needed most that truly align us.” 

FIFA Launches New Commercial Partnership Structure Including Dedicated Programs For Women’s Football And Esports

For the first time since 2013, FIFA is introducing a new commercial partnership structure that will provide companies around the world with more tailored opportunities to partner with the sport of football, leverage the FIFA brand and support its competitions.

Three distinct partnership verticals are being launched this week with a range of packages available across Women’s football, Men’s Football and esports/gaming. 

Kay Madati, FIFA’s Chief Commercial Officer, said: “As we continually work to make football truly global, accessible and inclusive, we recognised the need for a nimble and customisable commercial structure that enables brands big and small, global and local, to connect with all aspects of the beautiful game.  The new model will allow our partners to create more tailored programming and marketing activations that align directly with their strategic business goals, and connect them to the world’s most passionate fans, in the world’s most engaging sport.”

First dedicated commercial program for Women’s football launched to accelerate growth and equality of the women’s game

Building on FIFA’s Women’s Football strategy unveiled in 2018, the launch of a dedicated women’s football commercial vertical marks another step in FIFA’s commitment to make football more equitable and accessible for women and girls. Partners in this new vertical will be able to directly impact and support the growth and development of the women’s game.

Sarai Bareman, FIFA’s Chief Women’s Football Officer commented, “This marks a groundbreaking moment to maximize the growth of the women’s game and its marketing appeal, as we create equal commercial models across Women’s and Men’s Football for the first time. We’re excited about the opportunities for brands who want to support women’s sport, help accelerate women’s equality, and wish to align themselves with the unparalleled momentum around women’s football.’’

An exciting new era in football gaming and esports with FIFAe Vertical

As FIFA continues to broaden its esports and gaming footprint, a dedicated partnerships structure will provide exciting opportunities to participate in the fastest growing media vertical on the planet.  FIFAe – the recently launched umbrella brand for all of FIFA’s future esports and gaming initiatives – grants access to the interactive and immersive entertainment world of new generations, cultures, tournaments, and merchandising licensing opportunities.

FIFA’s New Commercial Structure At-A-Glance

A flexible partnership model will exist across the new distinct verticals for Women’s Football, Men’s Football, and esports/gaming.

  • World Cup Partners/Women’s Football Partners/FIFAe Partners will receive extensive global commercial rights across all national team tournaments within their respective vertical, or a premium position across all esports competitions for the FIFAe vertical
  • Sponsors will receive global activation rights surrounding the FIFA Women’s World Cup, the FIFA World Cup and/or across all FIFAe competitions
  • Tournament Supporters will be able to select territorial activation rights for either the FIFA Women’s World Cup, the FIFA World Cup or the FIFAe competitions. A more flexible Tournament Supporters program is now available for women’s and men’s development tournaments such as the FIFA U-20 and U-17 World Cups
  • FIFA Partners continue to hold the highest level of association with global partner status and category exclusivity across their respective FIFA properties and competitions
  • FIFA’s new commercial approach will enable brands to benefit from new opportunities to associate with FIFA’s brand to build and accelerate new business opportunities as well as create community and purpose-driven programs.

Genius Sports And Canadian Football League Agree To Transformative Sports Data And Global Technology Partnership

Genius Sports Limited, the official data, technology and commercial partner that powers the ecosystem connecting sports, betting and media, today announced a landmark strategic partnership with the Canadian Football League, the second largest football league globally with over 100 years of history.

Genius Sports will provide a wide range of technology and services that will enable the CFL to accelerate its growth plans and engage new audiences around the world.

As part of the agreement, Genius Sports will have the exclusive rights to commercialize the CFL’s official data worldwide and video content with sportsbooks in international markets, replicating the global distribution and success of its official betting products for the EPL and NFL, among others. In connection with the partnership, in addition to the official data rights agreement, Genius Sports and the CFL have also agreed that Genius Sports will acquire a minority stake in CFL Ventures, the new commercial arm of the League, allowing the Company to benefit strategically and financially from the CFL’s growth.

The CFL will be provided with one of the widest and most innovative data ecosystems in world sport, transforming its relationships with fans, sportsbooks, and media in North America and globally. Bringing together its recent acquisitions of Second Spectrum, Spirable, FanHub and Sportzcast, Genius Sports will power the entire CFL digital infrastructure. This will include live broadcast augmentation, advanced data tracking tools, highly targeted and personalized fan engagement solutions, cross-platform streaming capabilities, play-by-play and scoreboard data collection technology, coaching analytics products, and integrity services to safeguard the league.

“Our partnership with Genius Sports has the potential to launch a new era for the CFL,” said Randy Ambrosie, Commissioner of the Canadian Football League. “It provides access to the technology and tools we need to engage our existing fans, and reach new ones, in exciting, innovative and highly customized ways. This goes beyond transforming our marketing. It can redefine our relationship with fans, partners and other key stakeholders, here in Canada and globally.”

“By providing the CFL with an incredible range of sports technology solutions, Genius Sports is setting a new precedent for sports partnerships,” said Mark Locke, CEO of Genius Sports. “Together, we will revolutionize the entire CFL product, delivering truly immersive experiences for their existing fans and attracting new audiences who crave year-round, top-flight football action.”

This partnership will help facilitate the CFL’s growth ambitions, expanding its audience in the U.S., while extending its reach into new international markets. Genius Sports will help the CFL to capitalize on the growth of the North American sports betting market, maximizing revenue and engagement opportunities.

The transaction is expected to become effective in January 2022. An O’Melveny & Myers LLP team, led by partners Charles Baker and Amy Siegel and counsel Eric Geffner and Rob Catmull together with McCarthy Tetrault LLP, advised Genius Sports on this transformative transaction.