LaLiga General Assembly Ratifies “Boost LaLiga” CVC Financial Deal

The LaLiga General Assembly today ratified the Boost LaLiga (LaLiga Impulso) project with backing from a large majority of clubs. The project is a strategic agreement reached with global investment fund CVC to promote the global growth of LaLiga and its clubs.

In total, 37 of LaLiga’s 42 clubs voted in favour of the project, which represents a total investment of €1.994 billion for both sporting and business growth initiatives.

Boost LaLiga sees LaLiga join forces with an established partner with extensive experience in Spain and the international sports industry, providing long-term investment and expertise to help LaLiga and its clubs strengthen their infrastructure, digitalisation, and internationalisation during an uncertain time for the industry.

The project approved today by the General Assembly carves out the clubs that choose not to participate. For the rest, this injection of nearly €2 billion commits the clubs to allocating up to 70% of the funds to investments linked to infrastructure, international development, brand and product development, communication strategy, innovation and technology, and a content development plan for digital platforms and social media. Up to 15% can be used to sign players, with the remaining 15% for reducing debt. 

This collaboration is a defining moment for Spanish sport and football in particular. The agreement will advance the modernisation of clubs, benefitting football fans, the Spanish sports industry and boosting its profile worldwide.

LaLiga President Javier Tebas commented: “This is a new milestone in the history of LaLiga and its clubs. We’re proud to have reached this agreement with CVC, which will allow us to continue our transformation towards a global digital entertainment company, improving the competition and enhancing the fan experience.” Tebas added that “we’ve been able to get this project off the ground. I am confident it will be a watershed positive moment for these 37 clubs. It will mean they will be able to improve their infrastructures for fans to enjoy, develop their international brand and collectively take giant steps to continue improving this league’s stature around the world.”

The clubs involved echoed the thoughts of the President of LaLiga and expressed their delight after the project was given the final green light.

A unique long-term project for clubs

The agreement was ratified today by the General Assembly after Real Madrid, FC Barcelona and Athletic Club requested to opt out in August. Following their decision not to be involved, the project was restructured and has now been approved by 37 of the 42 clubs, excluding those clubs opting out.

Today’s ratification is the culmination of many months of hard work and exhaustive analysis in search of the best option to support and promote LaLiga clubs, working together with a host of leading firms. The deal was valued by Rothschild & Co and Duff & Phelps for LaLiga and CVC respectively; LaLiga was advised by Uría Menéndez and KPMG, while CVC was advised by Latham & Watkins.

The agreement will consolidate LaLiga’s position among the world’s leading entertainment industry brands, embodying passion, excitement and dynamism like no other competition, and help it continue working towards its ultimate goal: to achieve excellence and to continue offering a quality entertainment product for fans around the world.

Faisal Hasnain Appointed Pakistan Cricket Board Chief Executive

The Pakistan Cricket Board today announced that, following a robust recruitment process, it has appointed Faisal Hasnain as its new Chief Executive. He will formally assume charge in January 2022.

Faisal is a UK qualified Chartered Accountant and has had a professional career of over 35 years in high-profile finance and sports administration roles with some of the world’s leading blue chip organisations. This includes his role in Monaco and Dubai as the Chief Financial Officer of the International Cricket Council (ICC) and as the Managing Director of Zimbabwe Cricket (ZC).

As the ICC’s Chief Financial Officer, Faisal managed an overall financial portfolio of around $3billion and was also involved in the sale of the ICC’s commercial rights for the 2007-2015 and the 2016-2023 commercial cycles. With Zimbabwe Cricket, he was instrumental in the refinancing of their commercial debts, arriving at the financial arrangements between ZC and the ICC, securing ZC’s funding and status within the ICC and securing hosting rights for the ICC Cricket World Cup Qualifier 2018 – Zimbabwe’s first global event in 15 years. 

PCB Chairman Ramiz Raja: “I am delighted to confirm the appointment of Faisal Hasnain as the PCB’s Chief Executive and welcome him to Pakistan cricket family.

“Faisal is a familiar figure in world cricket and is highly regarded, respected and trusted for his excellence in corporate governance, financial management and commercial acumen. With the plans I have for the PCB, Faisal will be a perfect fit as he can utilise his vast experience and knowledge to help us achieve our commercial and financial objectives of making Pakistan cricket bigger and stronger.”

Faisal Hasnain: “I feel honoured and privileged to have been awarded with this once in a lifetime opportunity to serve Pakistan cricket and thank the PCB Chairman and the Board of Governors for having the confidence in my capabilities.

“I am fully committed to playing my part in delivering the PCB Chairman’s vision for Pakistan cricket, fulfilling the expectations and dreams of millions of passionate Pakistan cricket fans and strengthening  the relationships with our existing commercial partners, the ICC and other Cricket Boards and developing new partnerships as we move forward.

“These are highly exciting times in Pakistan cricket and I look forward to working very closely with my colleagues at the PCB so that we can collectively further enhance the image, reputation and profile of this great institution.”

Andrew Parsons Re-Elected As IPC President For Second Term

Brazilian Andrew Parsons has been re-elected for a second four-year term as President of International Paralympic Committee (IPC).  Parsons, who was standing unopposed, received 156 yes votes (98 per cent) of the 159 valid votes at the 20th IPC General Assembly which was held virtually on Sunday 12 December.

Parsons, the former President of the Brazilian Paralympic Committee and Americas Paralympic Committee, has served various roles within the Paralympic Movement over the last 24 years since starting out as an intern at the Brazilian Paralympic Committee.  He was elected as IPC President in September 2017, succeeding Sir Philip Craven who stepped down after 16 years.

“I would like to thank the IPC membership for your support, it is an absolute honour to re-elected as President of the International Paralympic Committee,” said Parsons. “I started as an intern in the Brazilian Paralympic Committee 24 years ago so to be re-elected after, what I think was a successful first four years, is fantastic, I am so over the moon.

“I also want to congratulate all of the Board members who have been elected, including our Vice President Duane Kale who did a very good job over the last four years chairing the working group on the governance review.

“It’s a very interesting and new Board; we have more women than ever before and, with the Chair of the Athletes’ Council, we have eight former Para athletes or Paralympians.  This will help us a lot over the next four years.

“We are saying goodbye to some Board members who were trying for re-election and I would like to thank them all for the last four years.  We have achieved so much together, and it was an honour serving this organisation, and the athletes with you.

“This General Assembly was not just about elections but also about approving the new IPC Constitution.  This was a very important step to our governance and our purpose.  Our purpose is clearer than ever before, it’s about the athletes and the membership, the Paralympic Games and it’s about human rights.  The newly elected Board will help us with this implementation.

“Our organisation is going through an incredible moment in time even though we are still facing the pandemic.  With successful Tokyo 2020 Paralympic Games, we showed to the world what this Movement is about, what we stand for and how we focus on the well-being of our members and our athletes.”

During his first four-year term Parsons transformed the culture within the IPC to make it a more membership-focussed, athlete-centred organisation and oversaw the safe and successful delivery of the Tokyo 2020 Paralympic Games. He strengthened the IPC’s relationship with the International Olympic Committee (IOC), signing a new agreement between the two organisations which provides financial stability for the IPC and maintains the “one city, two Games” model through to 2032.  By adding a third strategic pillar to the IPC activities focusing on advancing the human rights of persons with disabilities, he has also redefined the IPC’s purpose.

In addition to Parsons’ re-appointment, New Zealander Duane Kale was also re-elected for a second four-year term as IPC Vice President.  Standing unopposed, the four-time Paralympic swimming champion received 154 yes votes from the 159 valid votes.

Having competed at the Atlanta 1996 Paralympic Games, Kale served as the New Zealand Chef de Mission for the Beijing 2008 and London 2012 Paralympic Games.  Since election as IPC Vice President in 2017 he has chaired and led the IPC governance review process and chaired the IPC Audit & Finance Committee.

Kale said: “I want to thank the membership for their endorsement of my second consecutive term as Vice President of the IPC and the opportunity to serve alongside President Andrew Parsons. Despite the challenges faced, we have made significant advancements in the delivery of our strategic plan and with our Purpose. There is no doubt with the momentum we have, that the next four-year cycle will continue to deliver for our athletes, members and the Paralympic Movement. It is an honour to serve this incredible organisation.”

On Sunday, the IPC membership also elected 10 Members at Large following three rounds of voting.   Overall, the IPC Governing Board now includes a record six female Board members, including IPC Athletes’ Council Chairperson Jitske Visser.  The Board also includes a record eight Para athletes and Paralympians.

The Members at Large elected are to serve four-year terms are:

  • Debra Alexander (South Africa – World Triathlon) 
  • Mohamed Alhameli (UAE – NPC)
  • Muffy Davis (USA – NPC)
  • Miki Matheson (Japan – NPC)
  • Chelsey Gotell (Canada – NPC) 
  • Jai-Jun Chung (Korea – NPC) 
  • Luca Pancalli (Italy – NPC)
  • John Petersson (Denmark – NPC)
  • Majid Rashed (UAE – Asian Paralympic Committee) 
  • Robyn Smith (Australia – Virtus) 

Visser said: “On behalf of the IPC Athletes’ Council, I would like to congratulate all the members who were successfully elected to the IPC Governing Board.

“Out of the 13 Governing Board members, eight are Para athletes and Paralympians. As the official athlete representative on the Board, it is phenomenal to see so many athletes stepping into leadership positions, thus, increasing the athlete perspective into the policy and decision-making as we navigate the future of our movement.

“I am looking forward to working alongside fellow Governing Board members to continue to advance the Paralympic Movement and increase the voice of the athlete community into the decision-making process. “

All Board members elected on Sunday will serve four-year terms through to the 22nd IPC General Assembly which will be held in late 2025.  With the approval of a new IPC Constitution by IPC members on Saturday (11 December), the First Vice-Chair of the IPC Athletes’ Council, will also serve on the IPC Governing Board alongside Visser.  The First Vice-Chair will be elected by their fellow IPC Athletes’ Council members post the Beijing 2022 Paralympic Winter Games.

Table Tennis England has appointed Adrian Christy as interim Chief Executive

Adrian was previously CEO at Badminton England, also based in Milton Keynes, stepping down in September after 15 years at the helm.

He starts immediately and will work initially alongside outgoing Chief Executive Sara Sutcliffe, who leaves Table Tennis England later this month.

The appointment follows an open recruitment process which resulted in six applicants being interviewed.

Table Tennis England Chair Sandra Deaton said: “I was delighted at the number and calibre of applications. The interview panel made up of a representation of the Nominations Committee interviewed six candidates. Following a robust process, it was unanimously agreed that Adrian Christy should be appointed. I am delighted to say Adrian has accepted the post and will commence immediately.

“Adrian has a wealth of experience in the industry, having been the CEO of Badminton England for some 15 years. His knowledge and experience in running a National Governing Body will enable him to easily move into our sport and maintain the momentum of the significant projects and programmes we have over the next few months.

“The Board welcomes the appointment of Adrian and look forward to working with him over the coming months. Over the next few weeks, we will continue with the recruitment process for a permanent CEO.”

Adrian, who will continue as a consultant to the Board of Pentathlon GB, said: “I am delighted to be able to join the Board and the team at Table Tennis England.

“This is a very exciting time for the organisation, particularly as it celebrates its Centenary, and I very much look forward to providing leadership, energy and support to the team during this period of transition and ensuring the great work to date, led by Sara, continues.”

The Table Tennis England Board decided to seek an interim appointment because recruiting senior leaders can take time, particularly as a candidate may have to give several months’ notice to their current employer.

Recruitment for a permanent CEO will begin shortly in conjunction with Hartmann Mason, an executive search firm with a specialist focus and strong track record recruiting for many sporting national governing bodies.

Racecourse Media Group Awarded Dubai Racing Club Production And Distribution Contracts

Racecourse Media Group (RMG) has been awarded a further two-year contract by Dubai Racing Club to provide production and distribution services of the next two full horseracing seasons at Meydan Racecourse.

The season culminates with the glittering US$30.5m Dubai World Cup card on March 26, 2022 – recognised as one of the most prestigious day’s racing in the calendar.

Timeline Television will provide broadcast facilities and crew to support RMG’s host production and on-course coverage.

RMG, working with its long-time broadcast partner, Timeline, has produced and distributed horseracing from the flagship racecourse in Dubai for the previous six seasons, is offering exciting broadcast rights packages for the season.

Martin Stevenson, CEO of RMG, said: “We are delighted that Dubai Racing Club has once again appointed RMG for its production and distribution services. We look forward to working closely with our valued partners, Dubai Racing Club, in showcasing such a significant sporting event to the world.”

Dan McDonnell, CEO of Timeline Television, said: “We’re proud to be working with the Dubai Racing Club and Racecourse Media Group for the seventh year running. Each year we look to see how we can best capture the racing action and for the second year in a row we’re delighted to be providing both on-site and remote broadcast facilities to make this a more sustainable broadcast production.”

The 2021-2022 race season includes 22 meetings in all. The 2022 Dubai World Cup Carnival (DWCC), one of the highlights of the global racing calendar, begins on Thursday, January 13, one of eight meetings which culminates with Super Saturday on March 5.

The Dubai World Cup race-day enjoyed unprecedented global exposure in 2021, with more than 40 broadcasters showcasing the day.

Created through the vision of HH Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, the racing is set against one of the most iconic sporting theatres, the state-of-the-art Meydan Racecourse. The architectural masterpiece measures 1.2km in length and can seat over 60,000 in its grandstand.

Racecourse Media Group is the parent company of Racing TV.

Sky And Channel 4 Strike Deal To Show 2021 Formula 1 Climax Free-To-Air In The UK

The deciding final race of the Formula 1 season will be shown live on free to air terrestrial television this Sunday (12.12.21) after Sky agreed to share its coverage with Channel 4.

Thanks to the deal struck between the two broadcasters, the British public will be able to savour every twist and turn as Lewis Hamilton sets his sights on taking a record-breaking eighth World Championship title in the winner-takes-all finale.

Channel 4’s Chief Executive Alex Mahon said: “We are delighted that the whole nation will be able to watch what is set to be one of the most thrilling finales to an F1 season in living memory as Lewis strives to become the most crowned World Champion of all time.

“After bringing Test cricket to free to air television for the first time in more than a decade, and enabling millions to share the joy of Emma Raducanu’s US Open triumph, we are so pleased to be partnering with Sky to enable the widest possible audience to share this historic sporting moment.”

Stephen van Rooyen, EVP & CEO UK & Europe Sky said: “Sunday’s Grand Prix is one of the biggest sporting events in the last decade, and could be an historic moment for British sport. We’ve chosen to gift the race to the whole country at Christmas through our partnership with Channel 4, so everyone can be part of a huge national moment as Lewis Hamilton goes for a historic eighth World Championship title.

“The brilliant Sky Sports Formula 1 team will give viewers on Channel 4 and Sky Sports the best insight, commentary and analysis of every twist and turn of this most eagerly anticipated final race of the season. Additionally all Sky TV customers will have live coverage of the important qualifying session on Saturday, and the race on Sunday – which we will also show live on Sky Showcase.”

Lewis Hamilton and Max Verstappen are tied on 369.5 points each with Verstappen currently leading the Drivers’ Championship having secured a total of nine wins, one more than Hamilton’s eight.

This year has witnessed crashes, controversies and collisions between the two drivers and set up a mouth-watering grandstand finish to the 2021 Formula 1 season.

Under the terms of the deal, Channel 4 will broadcast Sky’s production of the live race coverage with its presenting team of Nico Rosberg, Jenson Button, Martin Brundle, Nat Pinkham, David Croft, Karun Chandhok, Simon Lazenby and Ted Kravitz.

Channel 4’s team of Steve Jones, David Coulthard, Mark Webber and Lee McKenzie will provide build up to the race for 15 minutes from midday before handing over to Sky for their pre-race coverage and Sky’s live coverage of the race itself.

After the podium ceremony Channel 4’s presentation team will return to give its instant reaction to the race before a full Channel 4 highlights programme produced by Whisper airs at 5.30pm.

This latest deal follows on from a recent announcement that Channel 4 would broadcast 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.

This is the latest in a string of sports broadcasts secured by Channel 4 which 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.

Brave New Sport: Can Sport Empower Humanity To Tackle Some Of The Biggest Issues Of Our Time?

Sport has always played a major role in society and the importance of playful competition has been integral to humanity’s cultural evolution. How can it grow its role as a catalyst for technology, business, health and geopolitics?

Today, the sports landscape is embedded in a context of unprecedented change: rising health costs, technological disruptions, and climate change pose risks for society, economy, and environment. Can sport empower humanity to tackle some of the biggest issues of our time?

Infront are one of the leaders in the sports industry thanks to their vast network across the globe and work as one of the major sports marketing agencies in the world with a longstanding history. They also own Infront X, who specialise in helping sports, media, and entertainment organisations make deeper connections with their audiences through leading-edge technology, data-driven strategy, and impeccable design.

“We felt it was about time to look at the broader picture, to give a bit of guidance and what a desirable future for our sector is.”

Due to their position as a key player shaping the industry, Infront are able witness the developments in sport on a daily basis, which is why they have created the new book “Brave New Sport – Empowering 21st Century Society”.

Made in association with Swiss Think Tank W.I.R.E., Infront have explored some of the potential aspects of sport and its future development in the coming decades.

Joerg Polzer, VP of Strategic Communications at Infront Sports & Media, and Dr. Stephan Sigrist Head of the Think Tank W.I.R.E joined Infront X Lab’s podcast, The Mix Zone to discuss the project and some of the themes they took from it.

“We felt it was about time to look at the broader picture, to give a bit of guidance and what a desirable future for our sector is,” shared Polzer. “One of the central questions we’re asking in the book is ‘how brave do we want to be as an industry moving forward?’ You have to step out of your comfort zone and be brave to go to places where the magic happens.”

“The book really highlights the value of sport in society and the immense transformative potential it has. It really indicates that there is a next generation of sport that needs to be put on the radar and that can, if managed in the right way, have the potential to raise the importance of sport.”

“Especially with digital solutions there’s a change of hierarchy taking place in sport, giving much more power and responsibility to athletes, but it’s also putting pressure [on them].”

Sigrist added: “The book is really broad and for me it was interesting to understand that the world of sport is enlarging in so many ways and becoming much more diversified.

“Especially with digital solutions there’s a change of hierarchy taking place in sport, giving much more power and responsibility to athletes, but it’s also putting pressure [on them].”

In the book, Infront and W.I.R.E. have tried to envision how the future of sports may look and what it will be like in 30 years’ time.

Get your copy of Brave New Sport from this link – https://bravenew.sport/

Crystal Palace To Launch $CPFC Fan Token On Socios.Com

Crystal Palace has announced a partnership with Chiliz, the world leading blockchain providers for the sports and entertainment industry. Through the partnership, the club will launch a $CPFC Fan Token on the fan engagement and rewards app Socios.com.

Socios.com and Fan Tokens will create new opportunities for the club to recognise and reward local and international supporters. Fans will also be able to access exclusive promotions and a number of other exciting upcoming features on Socios.com. 

Benefits of becoming a Fan Token holder include voting rights in fan focused club polls, as well as the chance to compete against other fans from at home and abroad in club-related games, competitions, and quizzes. 

Fan Token holders will be able to pick up points as they connect with the club and fellow fans through the app, which will unlock access to a wide range of benefits, including club merchandise and real-life experiences, and the chance to watch games as a VIP at Selhurst Park and meet heroes of the past and present. Fan Token holders have also already benefited from additional innovative digital rewards. 

The club will start by offering all existing season ticket holders and members the opportunity to redeem a $CPFC Fan Token for free. Details on how fans can collect their free Fan Token will be revealed through official club channels prior to launch. Details on when the $CPFC Fan Token Offering (FTO®) will launch will also be revealed soon. $CPFC Fan Tokens will be priced at £2 in the FTO®. 

1.3 million fans from 167 countries are already using Fan Tokens on the Socios.com app to connect with and be rewarded by their favourite clubs.  Crystal Palace will become the sixth Premier League club to launch a Fan Token, joining Arsenal, Manchester City, Everton, Aston Villa and Leeds.

Socios.com has already met with several Crystal Palace fan groups in order to better understand the kinds of polls, rewards and engagement fans want to see through the app.  Socios.com is committed to ongoing liaison with key Palace fan groups and has already agreed to create future initiatives in collaboration with key supporter groups.

Alexandre Dreyfus, CEO of Chiliz and Socios.com, said:  “Socios.com is creating new opportunities for fans to connect with and be rewarded by their favourite teams every single day. 

“Very soon, Eagles at home, and those who have flown the nest, will have a really cool new way to get closer to the club they love. 

“We’ve now welcomed six Premier League teams to our roster of more than 100 major sporting organisations. We’re determined to keep building and improving our app to give fans the engagement, recognition and reward opportunities they deserve.”

Barry Webber, Commercial Director at Crystal Palace, said: “This partnership will create new opportunities for the club to engage with our fanbase both in the UK and internationally, and creates new ways for us to recognise and reward the fantastic support we receive as a club.  

Socios are leading the way in blockchain in the sports industry, as we have seen from their relationship with other leading Clubs and with their proven track record of helping connect fans with clubs, and we’re looking forward to joining their community.”

McLaren Racing Announces Immersive Labs As Official Partner

McLaren Racing today announced Immersive Labs as an Official Partner, supporting cyber workforce optimisation of the McLaren Formula 1 team from the 2021 Abu Dhabi Grand Prix.

Immersive Labs empowers organisations to continuously measure and optimise human cyber capabilities, helping large businesses protect against and respond to emerging threats. McLaren Racing will use the Immersive Labs platform to provide real-time data on the cyber knowledge, skills, and judgement of both technical and non-technical teams, map this to risk and optimise human capabilities.   

The Immersive Labs branding will be represented on the front suspension arms of the McLaren MCL35M race cars from this weekend’s 2021 Abu Dhabi Grand Prix and beyond.

Zak Brown, CEO, McLaren Racing, said: 

“People and technology are critically important elements of our team, and we are excited to work with Immersive Labs to support in developing the human cyber capabilities which will empower us to better navigate risk. We operate at race pace both on and off-track, and we look forward to this partnership accelerating the human element of our cyber security.”

James Hadley, CEO, Immersive Labs, said:

“As the impact of cyber risk spreads across the business, it is no longer the preserve of the geeks in the basement. Organisations must respond as a whole, which means continually optimising the cyber knowledge, skills and judgment of everyone from executives to technical teams, at pace.

“Competing in Formula 1 is no different, requiring technology and humans working together in unison to stay ahead. For this reason, the partnership with McLaren Racing is an excellent fit.”

Maui Jim Becomes Official Eyewear Supplier Of The DP World Tour

The DP World Tour has agreed a multi-year partnership agreement with luxury sunglasses and eyewear brand Maui Jim, that will see the company become the Tour’s Official Eyewear Supplier.

As part of the new agreement the Hawaii-based brand, renowned for their superior lens technology and premium collections, will supply eyewear to DP World Tour staff working at events across the world.

Benefiting from global marketing rights as well as an onsite presence at several tournaments throughout the season, the agreement will also enable Maui Jim to further engage with golf fans around the world across traditional news media and digital platforms.

As well as being the Official Eyewear Supplier to the DP World Tour, Maui Jim will also become the Official Eyewear Supplier to two Rolex Series events each season – the BMW PGA Championship at Wentworth Club in the UK, and the season-ending DP World Tour Championship at Jumeirah Golf Estates in Dubai.

The brand is already a familiar site in professional golf, with brand ambassadors including professionals such as Miguel Angel Jimenez and Jorge Campillo.

Invented more than 30 years ago to combat the harsh rays of the Hawaiian sun, all Maui Jim sunglasses cut 100 percent of harmful UV rays and 99.9 percent of glare from above, below and behind each lens.

Maui Jim’s PolarizedPlus2® lenses increase definition and depth perception, which is particularly important for golf, and can be found in a wide variety sport and casual styles for both men and women.

Martijn Van Eerde Senior Director, Marketing EMEA & APAC of Maui Jim, said: “We take great pride in the renewal of our partnership. In 2019 we boosted our presence in golf by becoming official supplier of the Tour, a relationship that quickly proved to work very well and we immediately saw a great fit between our teams and culture. The pandemic of course abruptly interrupted progress, but now we feel very fortunate to be able resume our joint efforts with this milestone agreement. Golfers around the world, as well as many working in and around the sport, can benefit greatly from using our products and technology. We look forward to working with the European Tour group across the DP World Tour to further develop that potential alongside our efforts in tennis, Formula 1, SailGP and of course Manchester United partnerships.”

Max Hamilton, Commercial Director at the European Tour group, added; “We’re delighted to welcome Maui Jim as our Official Eyewear Supplier and will see their products in use by our teams across the world during the new DP World Tour season. The brand is premium, high tech, and globally minded – so this partnership felt like a perfect fit for both parties. We look forward to promoting the brand to golf fans through a series of digital and tournament specific activations.”