NFL names Sony as official technology partner

The NFL and Sony announced a partnership naming Sony as an official technology partner of the NFL, as well as the new official choice for headphones of the NFL.

Sony and the NFL will collaborate with coaches, players, teams and leadership across the organization to transform the future of football. This includes an expansion of Sony’s sports technology through Hawk-Eye Innovations to support officiating and the development of on-field and sideline technologies, including a new coach’s sideline headset that will debut in the 2025 season.

The NFL and Sony will work closely to develop this new headset supporting coach-to-coach communication on the field, powered by Verizon Business’ Managed Private Wireless Solution running on Verizon’s reliable 5G network.

Sony’s Hawk-Eye tracking services will be used to further enhance the accuracy of game-critical items like line-to-gain measurement. Sony’s Beyond Sports and its expertise in real-time visualization will help engage the next generation of NFL fans.

The new partnership is the latest example of Sony’s deep integration throughout NFL games, ranging from sideline photography and broadcast cameras and production to technology that supports officiating, enhancements for in-stadium fan experiences and more.

Sony’s extensive technology solutions capture some of the most memorable moments of the NFL, bringing fans the excitement and unpredictability of the game with world-class precision. Within the game itself, Hawk-Eye’s technology has supported the NFL Officiating Department to review and make critical rulings on plays. For the coming seasons, Hawk-Eye and the NFL will collaborate in the development of a next-generation officiating technology leveraging Hawk-Eye’s state-of-art line-to-gain optical tracking technology to review and make critical ruling on plays, helping to achieve the highest level of game integrity.

The technology and data captured by Hawk-Eye paired with player tracking data from the NFL’s Next Gen Stats powered by AWS and Sony’s Beyond Sports’ visualization technology will create new avenues for real-time content creation like ESPN, Disney and the NFL’s Emmy-award winning “Toy Story Funday Football” alternate game presentation during the 2023 season, which brought a younger and more global audience to the game as the biggest live event to date on Disney+.

Since 2020, Sony has been the exclusive imaging products and support provider for The Associated Press, a trusted global news organization and the definitive source for NFL imagery. Sony’s imaging ecosystem has been AP’s exclusive camera choice for all NFL coverage, producing many incredible images of the league’s most defining moments over the course of the last four years.

Sony cameras have also been used by NFL broadcast partners including CBS Sports, ESPN, FOX Sports and NBC Sports for decades, including coverage of the League’s biggest games and the Super Bowl.

Sony products and technologies are used extensively in many NFL stadiums across the country, with opportunities to expand further as teams and organizations continue to evolve their in-game experiences for fans. Additionally, the new NFL Network studios in Inglewood, California have recently shifted many of their key operations and cameras over to Sony technology.

With this new partnership, the NFL and Sony will continue to work together to create new opportunities within football through the power of technology. They remain committed to evolving the game to maximize engagement and enjoyment for fans, coaches and players alike.

Manchester City signs Betway as official global betting partner

Manchester City has announced a new multi-year partnership with leading global online betting and gaming brand, Betway.

As part of the Club’s pre-season tour of the United States, and to mark this significant deal, leading figures from Manchester City and Super Group were on-site for the iconic New York Stock Exchange bell-ringing ceremony. 

The agreement will see Betway become the Club’s Official Global Betting Partner from the start of the 2024/25 season, as Manchester City joins the brand’s extensive sports sponsorship portfolio which includes teams from across the Premier League, La Liga, NBA and more. 
 
On the occasion, Soriano said: “We are pleased to announce Betway as our Official Global Betting Partner today. 
 
“As a globally recognised brand, Betway has a strong pedigree and history of working with high-profile brands within the sports space and we’re excited to work together throughout the partnership.” 
 
Menashe commented: “We are absolutely delighted to become Manchester City’s Official Global Betting Partner. 

“This agreement cements our place in the top tier of Premier League partners, ensuring that out Betway brand reaches fans in all corners of the globe.” 
 
Throughout the duration of the partnership, Manchester City and Betway will collaborate on a number of activations and exclusive content opportunities, in addition to the brand featuring across digital and in-stadia assets.
 

The Strategic Value of Outsourcing Operations for OTT Platforms

Chris Pulis, Chief Technology Officer at Globecast shares his thoughts on the best next step OTT platform owners can take in the fast-paced era of media services.

We have been taking on this important service in the last few years managing platforms and high-value live content.  Our initial experience has been to also learn from big tech customers on how to run their platforms.  They were the first to recognize that platforms with live broadcasts at the core of their offering are not just easy IT environments to manage.  Our customers learned the hard way that more than a software product, the live content that comes at such an enormous cost to the business has unique acquisition, processing, and delivery challenges that pure software and IT teams are simply not equipped to handle.  That’s why they come to us. 

The stakes are simply too big for failure. With growing consumer demand for everywhere access to live sports, award shows, and other event-driven content where millions of concurrent subscribers are glued to the streams, the differentiation between broadcasters and non-broadcasters in terms of operational competence becomes starkly evident. This is why, given the intricacies involved, even the largest platform owners are turning to outsourcing as a strategic move to leverage specialized skills; particularly with industry veterans like Globecast, who have been at the forefront of video acquisition and distribution for decades.

Broadcasters vs. Non-Broadcasters: Competence in Specialization

The divide between broadcasters and non-broadcasters in managing OTT platforms primarily centers on their experience and expertise in video operations. Managing live broadcasts makes them inherently more attuned to the nuances of live video delivery—ranging from signal acquisition to distribution to the edge.  “Just do it over the internet” is a concept that has pitfalls unless you know what you are doing. This includes mastery of low-latency and redundant architectures as well as real-time failover capabilities along the entire value chain.

Although they are clearly some of the smartest product and content owners on the planet, non-broadcasters, such as pure-play internet companies or media startups, often lack the requisite deep-seated expertise not realizing how vulnerable they are to success for their subscribers. Although they may excel in other aspects of digital content, such as user interface design and personalized content recommendation algorithms, they frequently struggle with the real-time technical demands of live television. This gap in expertise can lead to frustrated and angry users burning you in effigy on social media or content partners upset their sports events failed to get to their fans.  Not to mention platform owner C-level executives wanting to understand why subscribers and revenue projections have missed targets due to churn and other signs of “anticipointment” by subscribers canceling their subscriptions.  Most of us who work in Media & Entertainment are also consumers too and we have zero tolerance for these same delays or interruptions.  The consumer experience is an “always on, always available expectation” ingrained in us by broadcast television. In the US, it’s almost an evolutionary law.

Stream Management is video engineering, not IT

Video stream management involves a complex set of processes and technologies designed to ensure the seamless delivery of content to end-users. Specialised skills in video encoding, quality assurance, media management, and distribution are essential. Unlike static video-on-demand content, live broadcast streams require real-time data processing and an extremely reliable infrastructure to handle sudden spikes in viewer traffic and bandwidth demands.  There are also the variables consumers encounter due to how they are connected – their ISP.

Outsourcing platform operations to specialists can mitigate risks associated with live event streaming. Specialists like Globecast not only possess advanced technologies and systems tailored for video management but also have experienced personnel who can anticipate and respond to potential issues swiftly. This expertise is invaluable, particularly when streaming high-profile events that attract large global audiences and where even a minor glitch can have significant repercussions.

The High Stakes of Live Broadcast Content

Live content, particularly sports, is the crown jewel of broadcast media. Sports broadcasting rights are incredibly expensive and represent significant investments for media companies. For example, broadcasting a major football event not only multi-millions to secure those rights, but in turn, requires also a robust infrastructure to ensure the live feed is uninterrupted and of the highest quality.

Leveraging Decades of Experience

Globecast has been a prominent player in the field of video acquisition and distribution for decades, providing a wealth of experience drawn from legacy broadcasting technologies to the latest in live streaming. This significant experience allows Globecast to innovate while maintaining reliability and quality in their service offerings. Their expertise encompasses everything from satellite and fiber optics for content acquisition to advanced encoding techniques and CDN management for distribution.

The value added by Globecast is not just in its technological capabilities but also in its understanding of the broadcast ecosystem. This includes regulatory compliance, rights management, and integration with existing broadcaster workflows, which are often overlooked but vital areas in live content delivery.

Accountability: Importance of KPIs for Vendors

For service providers like Globecast, adhering to strict Key Performance Indicators (KPIs) is essential.  Any customer is going to want their provider to be accountable.  These KPIs include metrics such as issue response times, resolution rates, system uptime, and viewer quality of experience. In an industry where viewers may switch services after a single poor experience, maintaining a high level of performance in these areas is critical.  That’s why KPI capture is key.

Effective issue response and resolution practices are particularly crucial during live events since issues must be addressed in real time. Globecast excels in this area by employing advanced monitoring tools and a skilled technical team that can quickly diagnose and rectify issues, often before they impact viewers.

Best Practices in Data Center Systems Deployments

The backbone of any OTT service is its data center operations. Best practices in data center deployments involve not only state-of-the-art physical infrastructure but also sophisticated software management tools that optimise the delivery of content across various networks. Globecast utilises top-tier data centers equipped with the latest in technology, coupled with redundant systems and robust disaster recovery protocols to ensure high availability and resilience.

Moreover, continuous improvement is the cornerstone of Globecast’s operational philosophy. By consistently maintaining systems and adopting innovative technologies, Globecast ensures infrastructure is not only healthy but also capable of meeting the future demands and growth of the platform.

Incorporating AI into OTT Platform Operations: Enhancing Behind-the-Scenes Efficiency

AI is revolutionizing various sectors, and the broadcasting industry is no exception.  It was the buzz all week at NAB. In the context of OTT platforms, where the focus is on delivering seamless content delivery experiences, the integration of AI can significantly enhance operational efficiencies while maintaining a seamless user experience that would have its own AI profile (or augmentation). This integration can be seen in several critical areas that improve the overall service delivery and operational robustness of OTT platforms.

Content Quality Control

One of the primary applications of AI in OTT operations is in the realm of content quality control. AI algorithms are adept at monitoring video streams in real-time to detect issues such as signal degradation, audio disruptions, or unsynchronised subtitles. These systems can then automatically initiate corrective measures or alert human operators to intervene. This not only ensures a high-quality viewing experience but also reduces the workload on technical staff, allowing them to focus on more complex problems.

Operational anomalies, such as unexpected system failures or security breaches, can have severe repercussions for OTT platforms. AI-driven anomaly detection systems can monitor network and application activity continuously to identify patterns or actions that deviate from the norm. These systems can provide early warnings of potential issues, from hardware failures to cyberattacks, enabling proactive responses that minimise downtime and protect platform integrity.

Resource Allocation

Efficient resource allocation is vital for maintaining the cost-effectiveness and performance of OTT services. AI can automate the allocation of computational resources based on anticipated or forecasted demand, which is particularly useful for live events and new content releases that typically see spikes in viewer numbers. By predicting these spikes, AI systems can allocate additional resources in advance, thus ensuring a smooth streaming experience without manual intervention.

For OTT platforms that deal with vast libraries of on-demand content, AI can streamline the process of content archiving, indexing, and retrieval. AI algorithms can tag and categorize content automatically, making it easier to manage and retrieve. This not only speeds up the process of content delivery but also helps in managing storage efficiently, thereby reducing operational costs.

Integrating AI into the operations of OTT platforms presents a formidable opportunity to enhance the efficiency, reliability, and scalability of broadcasting services. These AI applications work behind the scenes, optimizing network performance, improving content quality, and ensuring that the infrastructure is robust enough to handle the demands of modern-day broadcasting. For companies like Globecast, which are already at the forefront of broadcasting technology, leveraging AI is a natural next step in evolving their service offerings, ensuring that they remain competitive in an industry where operational excellence is key to success. This strategic use of technology not only enhances operational capabilities but also sets a foundation for future innovations in the broadcasting sector.

Conclusion

Outsourcing the operations of OTT platforms to a specialised service provider like Globecast offers broadcasters and media companies a strategic advantage. This partnership allows platform owners to leverage decades of industry expertise, ensuring that their extraordinarily valuable broadcasts meet the highest standards of quality and reliability as well as the high expectations of subscribers.  For companies with roots grown deep in software engineering and IT environments, the concept of “let’s just do it the way we’ve always done it” is a trap that is unavoidable without a broadcast services provider in your corner. As the OTT landscape continues to evolve into VR, AR, HDR, and other content-driven experiences, the importance of working with a strategic outsourcing partner will only grow, proving essential for those looking to lead in the competitive world of platform-based OTT broadcast delivery.

Premier Soccer League signs Betway as title sponsor

The Premier Soccer League (PSL) has named Betway, South Africa’s leading online sports and gaming brand, as the premier division’s new title sponsor.

The premier division of football will now be known as the Betway Premiership.

Chairman of the Premier Soccer League, Dr Irvin Khoza welcomed the new deal as a major boost to the sport: “This is a massive boost for every lover of football in this country. Our partnership with Betway confirms our league’s standing as one of the best in the world and heralds a wonderful future for our game. Betway’s energy and enthusiasm will have immediate impact across all facets of the game, and on behalf of the PSL, I am proud to welcome them on board as title sponsor and partner.”

Laurence Michel, Betway Africa, believes that the deal marks the beginning of a new era for the premier division, adding that Betway looks forward to help in writing a new chapter in the PSL’s rich soccer history.

“Football is a fundamental part of South African life. It really is in our blood and has been for generations. We are incredibly proud to be the title partner of the Betway Premiership. It further demonstrates not only our respect of the history of the league, but our vision for the development for its future. The PSL aligns with our values as a brand that commonly champions great South African success stories,” Michel said

Formally established in 1996, but with roots that go back nearly a century, the Premier Soccer League is indisputably the most popular sporting competition in South Africa, with legendary characters, dearly-loved clubs and rivalries that capture the essence of football and culture in this country.

Michel explained that the Betway Premiership will lean heavily on the legacy and rich history of a football league already entrenched as one of the top ten domestic league competitions in the world and is excited by what the future holds for football in South Africa.

“We appreciate how much football has done for people and for our country. As we begin this partnership, we want to acknowledge and celebrate what the game has accomplished in the past. We also want to enhance the game as it stands today and, most importantly, we want to help build an even better future for the next generation of footballing stars from this country,”

Michel added, “We are so excited by what this partnership will do for football fans in South Africa. As a brand, we are known globally for our sponsorships of the world’s biggest clubs and tournaments and that experience is going to play a huge part in driving the PSL forward.”

This partnership further reaffirms the brand’s commitment to the South African sporting industry. It is the latest addition to an enviable sporting partnership portfolio, which spans across a number of sports, which also includes the world champion Springboks, as well as the Betway SA20.

McLaren Racing joins forces with Mastercard

McLaren Racing and Mastercard have joined forces in a multi-year deal that will see the global payments leader become a major sponsor of the McLaren Formula 1 Team.

The deal marks the coming together of two preeminent brands known for their focus on innovation and for setting the standard in offering incredible experiences that bring people closer to their passions as well as each other. 

Mastercard Priceless Experiences provide cardholders unparalleled access to some of the most exciting properties in sports and entertainment, and this deal will allow Mastercard to extend that into the world of Formula 1 and the McLaren Racing team. Mastercard branding will appear later in the 2024 season. 

Raja Rajamannar, Chief Marketing and Communications Officer, Mastercard: “We are constantly exploring new ways to bring value to our customers and cardholders. Getting them closer to their passions, what they love most, is central to this, and racing has become one of the most exhilarating, universal passions globally.

“For many people, McLaren is synonymous with racing – exciting, innovative, purpose-driven. We are thrilled to partner with them and to join our brands together in a meaningful way in the eyes of fans everywhere.” 
 

Zak Brown, Chief Executive Officer, McLaren Racing, said: “Mastercard is an incredible brand with the iconic red and yellow logo instantly recognisable wherever you are in the world. Mastercard shares our absolute passion for offering fans fantastic experiences and opportunities to truly feel part of our growing global racing community – and we are delighted to welcome them to the McLaren Racing family.” 

How data and analytics will transform athletics on the track and keep fans engaged

Data analysis in sport is already producing game-changing results, to the point that every decision now being made on the pitch, track or field is being driven by data in some shape or form. We see evidence-based insights continuing to enhance athletes’ performance and are now fundamental to revolutionising how we understand, enjoy, and engage with sports.

The impact of data has been witnessed on a global scale across multiple sports. In athletics, however, while we have seen huge technological strides in footwear, apparel, and training methods, the modern synthetic running track has remained largely unchanged since the 1968 Summer Olympics. It struck me during my career as a professional athlete, what if we could radically innovate the running surface and see if it could help athletes run faster?

I started working on the idea when a chronic autoimmune condition put an end to my track running career a few years ago. Though I can no longer compete professionally, it’s my belief that technology and bringing athletics into the digital age will empower the next generation of athletes to reach their fullest potential.

Our vision, put simply, is to transform athletics with the world’s first integrated smart flooring system by democratising data and enabling athletes to gain actionable insights from their performance, provide provision in measurement in order to make adjustments and potentially achieve faster running speeds.

According to Fortune Business Insights the global sports analytics market size was valued at USD 3.78 billion in 2023. The market is projected to be worth USD 4.81 billion in 2024. As levels of innovation – continue to reach new heights, we are incredibly excited about introducing Feldspar into this ecosystem and drive change and innovation to the next level. Against this background, I highlight how data will continue to transform and evolve the athletics industry to benefit athletic performance and make it more engaging and exciting for spectators watching in stadiums and at home.

Improving Athletic Performance

In the modern era, athletes and coaches are already using data to optimise their performance and data science also plays a crucial role in identifying potential risk areas of injury by analysing patterns in performance data. Traditionally, this information has been captured using camera-based methods at competitions or on smartphones during daily coaching sessions. There’s also very limited information on display on what happens on an individual level between the start and finish line, which makes it very hard to determine important metrics like stride length and frequency from cameras, as they lack a precise reference for distance. However, advancements in technology now offer the potential to capture athletes’ footsteps directly, transforming performance analysis through insights provided in real-time.

The way this information is collected by our next-generation, digital flooring solution will set the standard in the industry. The state-of-the-art materials combine advanced sensors and patented hardware technologies. The sensors will capture a wider range of running metrics that were previously hard to access such as stride length, stride frequency, ground contact time and max velocity. In addition, it will capture basic metrics but more accurately than before, helping runners potentially achieve faster running speeds.

Using a combination of camera-based technologies and data captured from the track will allow easier access for athletes and coaches to get valuable insight into their running in both training as well as before, during or after competition as well as for the fans who want to understand more about the sport.

How will technology be used to improve the fan experience in athletics?

Data is reshaping how sports fans interact and engage with sports. We expect that the huge amount of information we’ll be able to obtain through our digital running track will transform the fan experience even further. There is a lot to learn from what has already been achieved in football, Basketball and Motor Racing for example.

At Feldspar we plan to democratise the data available, which will bring fans closer to the action by bringing together what is happening on the track and connecting it to the spectators watching in the stands. For instance, data can be displayed on big screens at events, integrated into live broadcasts, and accessed via mobile apps, making the viewing experience more interactive and engaging. The adoption of new technology will not only enhance precision in measurement, but it also has the potential to elevate the profile of athletics by adding more layers to the athlete’s story, and it will create high energy live events for fans of the sport.

As we continue to develop and refine our offering, the goal remains clear: to ensure that athletics not only keeps up with technological advancements both on and off the track but leads the way in adopting new technology in the future that will likely see world records broken and also pave the way to an elevated fan engagement at global sports events.

The writer Alvina Chen is the founder and CEO of Feldspar, the UK-based technology company building the world’s first sensor-enabled high-performance running track that’s set to transform live sports entertainment in athletics.

Paris shines spotlight on multi crisis world as games adjust to early challenges in journey of hope from war to sport

With the world’s biggest and most important sporting occasion now underway, MICHAEL PIRRIE provides initial impressions and prospects for the Paris Olympic Games.

When Paris Mayor Ann Hidalgo plunged into the Seine River recently she attempted to ally fears about the safety of the famous waters. 

This was a watershed moment, focusing on both the central Paris waterway where the Games were launched on Friday to an expectant world, and the dynamic capital city leader who has often swum against the currents to deliver the Olympic showpiece for her city.

OLYMPIC WATERSHED

Hidalgo’s swim may have appeared relaxed, informal and successful but an encore performance may soon be needed as doubts surface again about the Seine’s water quality after weekend rains cancelled practice sessions for the triathlon.

Every successful Games needs a politician of influence who can dream and deliver. 

Anne Hidalgo dreams big for Paris – just as the late Dame Tessa Jowell, Secretary of State for the UK Department of Culture, Media and Sport, harboured big dreams for London.

I vividly recall Tessa once saying in a discussion after the Games: “Gosh, what’s the point of being in office if you can’t do these big transformational projects.” 

The irrepressible and irresistibly optimistic Jowell was the political force behind London’s wildly successful 2012 Olympic Games showpiece that Paris is now hoping to emulate after a tense and challenging start.  

Paris has experienced a series of early issues as the Summer Games returns, fully configured, for the first time since the Covid pandemic restricted the size and scope of the world’s biggest event.

There are now concerns the tide may be turning against swimming in the Seine which would be a major set back following a high cost and profile cleanup operation to cleanse the historic river.

This was part of a major environment and sporting legacy for Paris, home of the French nobleman Pierre de Coubertin, who reimagined and revived the ancient sporting festival and changed the modern world. 

Now the modern world is changing the Olympic Games in Paris as organisers respond to a series of early challenges, issues and threats to the Games.

The attack on France’s high speed railway network just hours before the opening ceremony was the most serious, underlining the two most vulnerable sectors of the Games – security and transport.

While quick repairs to the rail system were  impressive, safety concerns emerged again shortly, after and much closer to the Games, when Palestinian supporters unfurled flags in spectator stands in front of a couple waving an Israeli flag.

Paris planners have also been responding to organisational issues that can often emerge in the initial stages of the highly complex operations and services that support the Olympic Games, which involves athletes, teams and officials from more than 205 nations and territories.

These have included the introduction of  South Korean athletes as North Korean in the opening ceremony, sparking the first diplomatic incident of the Games.

The mix up had overtones of London 2012 when the North Korean women’s football team appeared on screens with South Korea’s flag          

The challenges come as Paris created history – and controversy – just by adding water to its opening ceremony on the Seine.

While London combined a river and stadium setting which saw global icon David Beckham carry another global icon – the Olympic torch – down the River Thames to the main Olympic stadium in Stratford, Paris opted for a river only ceremony to introduce the athletes.

Moving the curtain raiser for the first time away from the stadium – which has long symbolised the sporting environment of the Games for athletes – created a bold, innovative and disruptive start to the first Olympics in the French capital for 100 years  

While the flotilla carrying athletes down the Seine marked a major shift away from traditional Olympic ceremony locations, the artistic content reflected a modern day interpretation of French culture that thrilled, challenged and divided the world.

If the aim of an opening ceremony is to attract world attention to the host city, Paris firmly has the world’s gaze.  

The ceremony was emblematic of the French capital’s efforts to deliver one of the most ambitious and consequential Games in the recent history of the event. 

The French capital is following London to become only the second city to host the Summer Olympic Games on three occasions.

The IOC is also hoping Paris can follow in London’s footsteps and deliver an electrifying Olympic experience that confirms the Games as the world’s pinnacle sporting event in the wake of Covid and challenging Games in Sochi and Rio.  

It will do so with a masterplan based on the strategy London used to secure the 2012 Games over Paris, placing sport and athletes at the heart of the host city and its venues.

Instead of Wimbledon, Paris will also have Roland Garos; instead of Wembley, Stade de France; instead of Buckingham Palace, Versailles; instead of Tower Bridge, Pont Alexandre lll

NEW GAMES MODEL & ERA 

Paris represents a new look for the Olympic Games

This involves integrating Olympic competitions into existing iconic sporting, cultural and historic venues and sites with landmark backdrops – from the Eiffel Tower for beach volleyball, Chateau de Versailles for equestrian and Place de la Concorde for urban sports.

Ninety five percent of Paris venues are existing or temporary.

The new model reflects IOC President Thomas Bach’s signature Agenda 2020 plus reforms to make the Games more affordable, sustainable and appealing to potential host cities.

Venues are at the heart of the massive Olympic Games operation – requiring competition and training sites for 32 world championships – and they are at the heart of urgent worldwide efforts by governments, world governing bodies and international federations to contain costs by using existing stadiums and infrastructure.  

“This reduces the capital spend on new venues, which often becomes heavily scrutinised  by politicians  and the public in terms of expenditure of public money,” said former London 2012 venues and infrastructure director and Trivandi major events CEO, James Bulley. 

“It is a challenge to find a balance between spectacular spectator experiences, sustainable cost friendly solutions and impactful legacies,” said Bulley, who helped to oversee the conversion of several London landmarks into sporting venues for the 2012 Olympic Games, including Hyde Park for triathlon

The use of existing and temporary pop-up venues and locations in Paris has eliminated the need for expensive additional stadiums and helped cut costs with fewer manipulations to the Games budget.

The shift to the lower cost Games model in Paris has helped to avoid community protests and unrest over venues that have marred previous Games. 

This could mark a fundamental shift in the Games narrative for host cities, governments, and governing bodies, often forced to defend budget blow outs and little return on investment.

Paris is now moving into a more settled post Opening Ceremony pattern of operations as sport dominates all surfaces of the host city and nation – land, sea and air.

This is creating unique viewing experiences for spectators and for those watching on TV, and helping to confirm the IOC’s new focus on already built venues

This includes the conversion of La Defense Arena, Europe’s largest indoor venue, from a concert hall space that hosted Taylor Swift earlier in the year into the Olympic aquatics centre.

The venue is generating ear piercing performances louder than a Swift show from world champions like Team GB’s Adam Peaty, Australia’s Ariarne Titmus, US legend Katie Ledecky and especially French superstar Leon Marchand showing they are also swifties in the pool.

Marchand’s gold medal, one of potentially four, along with the early French national men’s Rugby Sevens team gold, and strong first up performance of Victor Wembanyama, star of the French men’s basketball team and NBA rookie of the year, are mobilising strong and growing local support behind the Games.

This is expected to grow significantly with French athletes predicted to land high on the medals table in coming days, a critical success factor for host cities

While the recent national elections divided France politically, there are strong signs the public is uniting  around the Games. This is essential for the Games to be a triumph.  

If the Olympic journey from Rio to Tokyo was unparalleled, passing through the fatal global covid pandemic, the onward connection to Paris looms as another epic in the succession of theGames.

Paris 2024 may be one of the most politically explosive Games, coming at a critical juncture in world history as well as history of the host nation and Olympic Movement.

Concessions to independent neutral athletes from Russia mean they will be competing in Paris while their fellow countrymen and citizens conduct mass murder operations just three flying hours away in Ukraine.  

The risks of staging the Olympics on a continent at war have also increased significantly as Russia retaliates against restrictions on its athletes and teams in Paris following the brutal full scale invasion of Ukraine.

OLYMPIC SABOTAGE 

Russian cyber-attacks designed to hack and disable computer systems and data linked to Games venues, competition, and accreditation systems, power sources and organisers, along with Olympic teams from western nations supporting Ukraine, are believed to be high on the Games risk register. 

Lone wolf attacks by radicalised Islamic fundamentalists using knives and cars as weapons are seen as the biggest threat, according to Olympic security experts familiar with the Paris Games.   

But nothing fazes the Olympic Mayor of Paris.

Like Jowell, Hidalgo believes the Olympic Games and its underlying values and principles of peace can be a statement of solidarity, resilience and resistance against terrorism and tyranny.   

And like London, devastated by a combination of deadly bus and tube suicide bombings that killed more than 50 people just hours after winning the bid for the 2012 Olympic Games – against Paris – France has been rocked in recent times by fatal fundamentalist inspired attacks.

“I said to myself that things were really, really bad and that we absolutely had to find something that also provides perspective, momentum, to young people, to the country,” the Paris Mayor said in an interview outlining why she wanted to bring the Games back to Paris.   

“…(We needed) something powerful, a driving force that would bring everyone together – and I told myself the Olympic Games are the most unifying event in the world…”

Putin’s refusal to stop the slaughter in Ukraine means Russia’s cataclysmic war and the Olympic peace mission will collide in Paris.

WAR & PEACE GAMES 

The Paris Games will highlight themes of war and peace after Russia rejected President Macron’s pleas for a temporary truce and as the death toll in Ukraine escalates during the Games.

The Olympic peace doves may need  alternative flight paths to avoid drone and missile strikes en-route to Paris.

While Putin has refused to endorse the Olympic Truce, the Games peace message will be amplified globally with greater urgency in a host Olympic nation fiercely committed to human rights. 

France, the home of such luminaries as Voltaire and Victor Hugo, and a nation of freedom fighters and defenders of civil, human and moral rights, epitomises the Olympic spirit. 

It’s leader Emanuel Macron is leading the resistance against Putin in Europe to avenge Ukraine and defend the continent against the threat Russia poses to regional and world peace.     

The plague of death and suffering enforced on innocent Ukraine families and residents by a superpower that threatens nuclear annihilation and uses sport to promote itself, has further hardened opposition to Russia at the Games.

THE PARIS OLYMPIC SUCCSS FACTORS

While political certainty, predictability and stability are paramount to Games planning, Macron’s diminished standing following the recent elections will not impact the Paris Games.

Like his London 2012 Games counterpart, former British Prime Minister, Tony Blair, Macron sees the Paris Olympics as part of his legacy, and has devoted significant resources across multiple government departments for  the Games to succeed and these will remain firmly in place, despite the recent shock poll results.

Despite daunting global and local conditions and early challenges to the Games, Paris organisers can remain confident.

One hundred years after it was last staged, the Paris Games remains committed to its Games plan that reflects the best features of the most successful Games this century.

This includes the electrifying sporting environment of Sydney and the grandeur and spectacle of London.  

OLYMPIC MASTERPIECE

While Paris will draw on its vast cultural attractions for an electrifying Games atmosphere, not all masterpieces will be found in the Louvre.  

A cavalcade of the world’s greatest sports superstars will perform in Paris, from LeBron James to Simone Biles, who will be one of the women athletes competing in equal numbers to men at the Games for the first time. 

The tragic death in February of Kenyan distance runner, Kelvin Kiptum, has deprived the world of one of the potential great sporting moments of the century anticipated at the Games – the first, once seemingly impossible, sub 2-hour marathon record the endurance running prodigy had set himself for Paris.      

GAMES OF HOPE IN CITY OF LIGHT

The IOC president has correctly portrayed the last Summer Games in Tokyo, delivered against doomsday Covid-19 scenarios, as a symbol of recovery and hope

While Europe and the wider world may be under threat from a dictator who specialises in killing hope and who can’t be vaccinated against, the Paris Games can still provide hope

Paris has created a grand stage in an exhilarating city environment for the athletes to take the world from war to sport as symbols of hope. 

The presence of Ukraine’s athletes in Paris is a powerful symbol for their homeland, crushed and on its knees, and for other nations and groups in adversity.

The Ukraine team’s presence in Paris is also a symbol of their nation’s existence and faith in sport, despite the deaths of nearly 500 fellow athletes and sports staff killed in the war so far. 

The arrival of the best athletes from around the planet in Paris is also a symbol of the world’s trust in sport. 

This has raised hopes the athletes can cut through the darkness and despair surrounding the war in Ukraine, Middle East violence, and other combat zones.

Michael Pirrie is a senior international communications expert and consultant who led the British Government’s global media campaign for the successful bid for the London 2012 Games against Paris, New York, Moscow, and Madrid

Hit and Miss July 2024 Southgate


In this week’s Member Insights piece, David Alexander, the founder and MD of Calacus PR spotlights the hits and miss of July.

It has often been said that being the England men’s football manager is ‘the impossible job’ given the levels of expectation that come with the role.

The England men’s team have only won a solitary international tournament – the 1966 FIFA World Cup staged on home soil, with that legendary 4-2 win in the final at Wembley against arch rivals West Germany a rare triumph.

Since then, ‘It’s coming home!’ is a regular theme for England teams who reach the latter stages of tournaments, the groundswell of expectation giving way to despair and heartache when defeat ultimately occurs.

While the influence of the mainstream media may have waned in recent years from the lamentable era when managers such as Graham Taylor had his head super-imposed on a turnip, the pressure still weighs heavy on whoever takes the job.

Big name coaches such as Sven-Goran Eriksson and Fabio Capello came and went without lifting trophies, the success of the Premier League adding undue hope that this time, things will be different.

After England’s disappointing exit at the hands of Iceland at EURO 2016 and the short-lived tenure of Sam Allardyce after a scandal, what England needed was a safe pair of hands, someone to give the pride back to the Three Lions.

Former international Gareth Southgate, a quiet and under-stated former international defender, was promoted to coach the senior men’s team after a spell in charge of the England under-21 team.

Seen at the time as an underwhelming appointment, especially after his young charges finished bottom of their group in the 2015 European Championship, Southgate inherited a national team who appeared to need dynamic re-invention.

Perhaps his greatest achievement has been to make the team a success without the swashbuckling pizazz that many demanded.

Seen as a light touch, particularly given some of his reactions in-game, Southgate did far more to reinvigorate the men’s team than he is often given credit for.

Football management is a results game, and Southgate took England to the FIFA World Cup semi-final, which they lost against Croatia; before two Euro finals, losing first to Italy on penalties and then to Spain earlier this summer.

It’s important to note that Southgate won nine tournament knockout games during his tenure, as many as England had ever won in major men’s tournaments before his reign. 

Some might argue that having worked with one of the more talented of England squads, he should have won a major trophy, but there was far more to his success than just winning games.

Southgate oversaw the England job during a turbulent period in England’s history, with the nation having to endure the drama of Brexit, five Prime Ministers, rising living costs and culture wars which stoked division among society.

That’s where Southgate’s strength lay, acting as a calming influence but also one who was not afraid to take a stand and do what he considered to be the right thing.

During his tenure, there was little to no scandal, such were the standards Southgate expected and secured from his charges.

But he was also brave enough to face down criticisms for the sake of social causes, encouraging his players to take the knee before games as a protest against racism, despite criticism from some of the fanbase, who had found themselves stoked up by populism.

It was fitting that the first game where this took place was an England match in Middlesbrough, where Southgate had played for many years, steadfast despite the mixed reaction from fans before the game.

He was not afraid, either, to address issues such as the rainbow captain’s armband when the decision was made not to wear it under threat of sanctions in Qatar, a conservative state where the FIFA 2022 World Cup took place.

Southgate explained: “I think we are supportive of the LGBT+ community. A large number of the team on the staff have either relatives or friends from that community, so it’s a relationship and a situation that we’re very conscious of.

“We have tried to be supportive, but I also accept that members of that community felt let down by the World Cup, but I think you have to live your life as you see it.

“I do know that we’re in a position where there might be a feeling we haven’t done enough in certain situations and if that’s the case we have to accept that criticism, but it’s not intentional that we would let down any of our fans, but these are all very complex situations that we’re trying to do our best at navigate.”

Qatar was a rare case of Southgate being caught in external political crossfire, but within the camp, he was a master of creating harmony.

Mindful of the factions that had hampered England before, during and after his player career, Southgate had also set about creating unity where there had previously been division, removing ego and selfishness for the selflessness which came naturally to him.

Players reported a good atmosphere during training camps and call-ups, the pressure of representing England being replaced by a calm environment in Southgate’s image, which allowed players to thrive. 

That ability to manage egos, to meld players who spent the majority of their lives competing against each other, is one of his greatest legacies. It helped that he brought through players from different clubs who had played together at youth level for England, the bonds of camaraderie already established.

For example, Phil Foden, Marc Guéhi, Conor Gallagher and Jadon Sancho were all part of the England side that lifted the under-17 World Cup in 2017, while Anthony Gordon and Cole Palmer played in the winning England under-21 Euros team in 2023. Having come up through the England ranks together, these footballers had an existing relationship that made them likely to form better bonds in the senior team, despite spending most of the year with their different clubs.

When three black England players, Marcus Rashford, Jadon Sancho and Bakayo Saka, received racist abuse online after missing penalties which contributed to England’s defeat in the Euro 2020 final against Italy, something Southgate experienced himself in 1996, the coach was a reassuring figure looking to protect the youngsters from the bellowing external criticism.

He said: “For some of them to be abused is unforgivable really. It’s just not what we stand for. We have been a beacon of light in bringing people together in people being able to relate to the national team, and the national team stands for everybody and so that togetherness has to continue.

“We have shown the power our country has when it does come together and has that energy and positivity together.”

The decency and kindness which Southgate exhibited so often has been such an contrast to the aggression and petulance many other coaches show on the sidelines.

It felt like a bond had been built between England players and fans that hadn’t existed for a generation.

Even when ‘fans’ were throwing plastic beer glasses onto the field after a dour 1-1 draw against Denmark, Southgate retained his dignity and humility and faced down his critics, proving that decency is something to invoke inspiration; a strength, not a weakness.

There were criticisms, based around his tactical approach, that he was often too cautious and lacked a clear style of play.

But instead of being seen as the kiss of death, England became adept at winning penalty shootouts, not to mention the progress he made at the business end of tournaments.

Regardless of his failure to lift that elusive trophy, Southgate made the England men’s team contenders again. Where fans often crowed with misplaced pride, he gave them something to be proud of – not only becoming a football force again, but as ambassadors for the English game.

Perhaps it’s fitting that Southgate’s last act as England manager was to publish a letter on the Football Association website confirming that the defeat in Berlin was his last in the role.

“As a proud Englishman, it has been the honour of my life to play for England and to manage England. It has meant everything to me, and I have given it my all.

“We have the best fans in the world, and their support has meant the world to me. I’m an England fan and I always will be.

“I look forward to watching and celebrating as the players go on to create more special memories and to connect and inspire the nation as we know they can.

“Thank you, England – for everything.”

As Rory Smith says in the New York Times: “No other England manager has spoken as much or as convincingly as Southgate. No other England manager has so successfully articulated a sense of what the England team is meant to be about, what it stands for and why it matters.” 

Click here to know more about Calacus Sports PR.

E1 World Championship signs BRETT as presenting partner

The UIM E1 World Championship has announced BRETT, the cryptocurrency meme token, as the presenting partner of its showcase Monaco race later this month.

The title of the flagship race, a jewel in the crown of E1’s debut season, will be named E1 Monaco 2024 presented by BRETT as part of the deal.

Monaco, the luxury destination that’s steeped in rich nautical heritage, will play host to E1, the world’s first all-electric raceboat championship, for the first time in July. The principality that’s synonymous with racecars weaving through its streets, will welcome a new dawn in motorsport as the Championship’s pioneering electric RaceBirds take flight on its shores.

With the debut season in full flow, E1 and BRETT will welcome the Championship’s nine teams, owned by high-profile celebrities including Will Smith and Tom Brady, to Monaco as they battle it out to be crowned ‘Champions of the Water.

“BRETT is proud to support this new sustainable and thrilling high speed sport. We look forward to the opportunity to contribute towards cleaner and healthier oceans and blue waters for all our aquatic friends.” said a statement from the BRETT community.

Rodi Basso, CEO at E1, said: “We’re delighted to welcome BRETT as a title sponsor of our tentpole Monaco race.

“Together we will bring a truly unique racing experience to the home of motorsport as we accelerate our journey to realise a cleaner electric future for racing and marine mobility.”

E1 Monaco 2024 presented by BRETT is set to take place on 28th July as teams look to overturn the advantage of Team Miami powered by Magnus in the Championship standings.

Manchester City becomes first football club to launch official Fortnite creative map

Manchester City has announced the launch of ‘The Ladder [Man City]’, a brand-new gaming experience that brings the world of City to the global phenomenon of Fortnite.

The Manchester City one-v-one map embodies the competitive, challenging, and dynamic spirit of the Club recently crowned Premier League champions for the fourth successive season. 

Inspired by Manchester City’s ‘glyphs’, a series of symbols which represent a collection of recognisable icons within the City brand, gamers will immerse themselves in a City world with 11 themed arenas such as ‘blue moon’ level, inspired by the famous City anthem, and the ‘bee’ level, taking inspiration from the iconic Manchester worker-bee. 

Designed with support from Karta, the map will see players strive to club the ranks in intense one-v-one matches, with their positions constantly changing based on their performances.

Winners ascend the ladder to the higher arena, while those who lose descend to the lower arena. 

A champion is crowned by being the winner of the final round in arena one. 

To celebrate the launch, the Club will release content across our channels during the men’s first team pre-season tour in the US with special activations planned around City’s first fixture against Celtic Football Club in Chapel Hill, North Carolina. 

The Fortnite creative map is the latest development in the Club’s gaming and esports strategy, an area of focus for the brand in recent years. 

Efforts to engage both football and esports audiences has seen City create bespoke experiences and tailored engagement opportunities such as unique co-branded collaborations, the implementation of professional esports teams across title such as Fortnite and dedicated esports content channels. 

Nuria Tarre, Chief Marketing and Fan Experience Officer at City Football Group, commented:  “We are delighted to launch our official Fortnite creative map in collaboration with Epic Games for gaming and football fans around the globe to enjoy. 

“The opportunity to build this world in Fortnite presented a fantastic way to increase our presence across the competitive gaming space, a natural crossover for our leading sports entertainment brand.

“This launch is a great new addition to our off-pitch fan engagement activations and we are excited to see a crossover of esports and football fans dive into this immersive City experience.