A new era of InCrowd sees Aidan Cooney stepping aside as CEO but staying involved as a Non-Executive Director, to be replaced by Michael Jones who, after four years as Group COO, moves into the leadership position for InCrowd.
Marking the first steps in a new and exciting chapter for the business, InCrowd, a leading force in the sports marketing industry, has also revealed a rebrand, encompassing new messaging and visual identity to reflect the company’s evolution, renewed mission, and commitment to innovation in delivering high impact, high value services and solutions for clients.
After 10 years at the InCrowd helm, Aidan will now move into a role as CEO of new holding company Envision Sport Group, the investment vehicle behind InCrowd and other sports-specific technology and services businesses driving transformation across the industry.
“I’m incredibly proud of what we’ve built together at inCrowd” says Cooney. “From launching unrivalled, fan-first websites and apps for the likes of Crystal Palace, Ascot and Euroleague, using our teams data marketing expertise to drive significant engagement and commercial returns for new competitions like The Hundred and SA20 and handling the most followed sports social channels in the world with UEFA.”
“What we’ve achieved is phenomenal and there is only bigger and better to come. As I transition into my new role, I remain deeply committed to our long-term vision; this move allows me to focus on identifying new strategic opportunities and nurturing partnerships that will fuel growth, whilst supporting the outstanding InCrowd team as they help shape the future of the sports business.”
“This marks a pivotal moment in our journey. With Aidan still on board as a Non-Executive Director, InCrowd will continue to benefit from his extensive experience and strategic insight alongside the opportunity to broaden the visibility of the brilliant people we have in the InCrowd team,” says new Managing Director, Jones.
“This new direction will further increase InCrowd’s capacity to develop new knowledge and build innovative solutions for our clients in a truly holistic way; we’re here to continue driving the industry forward, with renewed focus and energy in creating lasting change in the digital sports marketing space.”
ISSF is delighted to welcome Eurotarget as a new Bronze sponsor partner.
Eurotarget, is one of the world’s leading manufacturers of clay targets, combining advanced technical knowledge with environmental awareness to produce targets which are the perfect choice for shooters today.
Eurotarget is the first company to produce clay targets entirely using renewable energy. Eurotarget’s outstanding reputation is also supported by an advanced storage and distribution system, with a digitally connected warehouse that ensures record delivery times for both domestic and international clients across 70 countries. This partnership further reinforces the connection between the company and the ISSF.
ISSF President Luciano Rossi said: “It’s a unique honour to welcome Eurotarget as our new partner, since they uniquely combine a technical excellence in production with a green approach that fits perfectly with the values of ISSF in the sphere of social responsibility.”
Eurotarget’s CEO Marco Marani said “We are proud to continue to support ISSF as a sponsor. This partnership is a significant recognition of our daily commitment to quality, innovation, and sustainability. We strongly believe that sport must look at the future through responsible environmental choices, and we are glad to share these values with the ISSF.”
Chelsea Football Club has signed a new, long-term global partnership with Dubai-headquartered DAMAC Properties which becomes our Official Property Development Partner. DAMAC will also feature on Chelsea FC’s front of shirt for the rest of the season.
DAMAC Properties has been at the forefront of the Middle East’s luxury real estate market. An ultra-modern development, Chelsea Residences by DAMAC, is being designed and launched in partnership with Chelsea FC in Dubai, slated to be the first-of-its-kind football-themed branded residences.
The new development will be built with Chelsea Football Club’s famous brand woven into the fabric, from its concierge service to its high-performance spaces. It will reflect the very best of Chelsea FC both in terms of high-end style, commitment to excellence and vision for the future.
To showcase this groundbreaking, global partnership and celebrate the launch of the first-ever Chelsea Football Club branded residences, DAMAC Properties will feature on Chelsea FC men’s and women’s shirts for the remainder of the 24/25 season, with its debut at the UEFA Conference League semi-final fixture against Djurgarden this Thursday.
DAMAC announcement shirt 3 Jason Gannon, president and COO of Chelsea Football Club, said: ‘DAMAC are world renowned in building luxury properties, and we are thrilled to be working with the industry leader to bring to market a first-of-its-kind branded Chelsea FC residence in Dubai. With the club located in the heart of London, the collaboration will bring Chelsea to life in Dubai, support our continued growth on the global stage. We can’t wait to see Chelsea Residences take its place in the Dubai skyline.’
Amira Sajwani, managing director of sales & development of DAMAC Properties, said: ‘This launch marks the first of an elite collection that celebrates not just the passion of Chelsea FC but its enduring legacy, innovative spirit and relentless pursuit of excellence. This initiative goes beyond celebrating the beautiful game; it sets a new benchmark for those who expect nothing less than the exceptional, every time.’
Located in Dubai’s newest beachfront address, Maritime City, Chelsea Residences by DAMAC is a unique project that will consist of 1,400+ residential units. Each residence will have incredible seafront views along with access to the exclusive Chelsea-branded amenities that place health, fitness and wellbeing at the heart of its offering.
Mayor of London Sadiq Khan has declared his ambition for the capital to host the Olympic Games in 2040, setting the stage for London to become the first city in history to host the prestigious event four times.
The renewed Olympic vision follows the release of a new report from the Mayor’s Office, which outlines the substantial economic benefits of staging major international sporting events. In 2023 alone, six headline events — including the UEFA Champions League final and NFL fixtures — generated a combined £230 million for the city.
With London having successfully hosted the Olympic Games in 1908, 1948 and most recently in 2012, Khan believes the city is uniquely positioned to deliver a cost-effective and world-class Games by leveraging its existing infrastructure, such as the London Stadium, the Aquatics Centre, and the Velodrome.
“We could knock it out of the park in relation to the Olympics,” Khan said in an interview with The Times. “Using the assets we already have, and spreading some events outside of London, the city could act as a hub. We could do it brilliantly — and cheaply.”
The Mayor is also backing a bid to host the World Athletics Championships in 2029, which is projected to bring in £400 million to the capital. He sees it as both an economic opportunity and a pathway to inspire the next generation of athletes, referencing icons like Mo Farah and Paula Radcliffe.
“When it comes to major sports events, the public and governments are not unreasonably nervous about spending on infrastructure. But the reason 2040 makes sense for London is because the city is already equipped to host in an efficient and sustainable way,” Khan added.
The long-term vision reinforces London’s growing status as a global destination for elite sporting events — a position Khan hopes will eventually make it the “sporting capital of the world.”
Golf needs to embrace second screen production and digital audience consumption if it is to address its attention economy deficit, according to global sports agency WePlay.
In today’s hyper-competitive sports landscape, attention is the most valuable currency and nowhere is that more evident than in golf, where the rise of LIV Golf and the launch of the TGL have splintered audiences and fractured loyalties.
For the PGA Tour, the days of reliably drawing top talent to every event are gone, and the numbers are showing it. On the eve of The Masters at Augusta, one of golf’s biggest and most traditional events faces a challenge for attention as audiences fragment: last year’s Masters audience was down 20%, the lowest in 30 years, with PGA Tour event viewership also down around 20%, whilst YouTube Golf and Netflix are also potentially diluting attention away from golf’s main programming.
On the surface, the headlines for The Masters might appear bleak, but dig deeper and a different story emerges; one of innovation and evolving viewer behaviour. While traditional TV ratings have dipped, engagement through The Masters app is telling a more optimistic tale.
Google searches for The Masters app surged 20.4% year-over-year, reaching their highest level in five years. The Masters has embraced this shift and responded with significant investment in its digital platforms.
In partnership with IBM, the 2025 version of The Masters app returns with a host of new, data-rich features designed to enhance viewer experience:
Daily Data-Driven Recaps: Insights into how each hole played, including statistics like, “No. 14 has played difficult today, with 25% of scores resulting in bogeys.”
Performance-Based Projections: Real-time expectations such as, “No. 9 is projected to be the third most difficult hole today.”
Historical Context: Leveraging nine years of tournament data and over 180,000 shots to deliver insights like, “Shots from this location result in a birdie 82% of the time.”
And the innovation doesn’t stop there. The newly revamped Vision Pro app is offering fans a fully immersive 3D experience of Augusta National from the comfort of their own homes, ushering in a new era of virtual attendance.
No longer simply a second screen, the award-winning Masters app has become the first choice for many fans, offering an experience tailored to the preferences of modern audiences, whether following specific players, groups, or holes, so viewers can craft their own broadcasts, aligning perfectly with today’s algorithm-driven consumption habits and the growing popularity of sports betting.
Michael Harvey, Head of Strategy at sports marketing agency WePlay, commented: “Fan attention is the ultimate currency in sports, fuelling value for broadcasters, sponsors, and marketers. The Masters has realised that audiences want not just the ability to curate their own experience, but the data and analysis to go with it, leading to a fan attention migration rather than deficit during The Masters weekend.”
“The apps enhanced the experience for those who want to watch every shot, follow their favourite player(s) or dip in and out to see if their bets are going to come in or not. The fan experience delivered through the app is in part due to effort and thought put into the engineering and features but also through The Master’s unique approach to broadcast rights and what they’re able to offer & retain.”
“I have no doubt that The Masters overall audience figures, taking app usage into account, will continue to set the benchmark for other traditional golf events and serves to underline the importance of innovation and curation to provide audiences with the content that they want.”
Golf is more and more popular on the course and has an increasingly growing follower base on social media with PGA Tour and The Masters seeing growth on Instagram of 3.65% & 4.15% and 9.72% & 21.6% across YouTube over the past 9 months respectively, according to data from WePlay’s Power Rankings.
Harvey added: “Along with The Masters supplementing its TV broadcast with their award-winning app, golf is increasingly finding new ways to reach its audience. Utiltising the growing trend towards YouTube and Social Media golf starts that we have seen Bryson DeChambeau use to change the perception surrounding him in recent years.”
As the rest of golf grapples with fractured formats and shifting allegiances, The Masters has quietly engineered its own kind of revolution, not through louder headlines, but by meeting fans where they are, and where they’re going.
In an exclusive conversation with iSportConnect’s Taruka Srivastav, Greg Mill, President of World Beach Hockey, shares the journey of transforming a fun beachside experiment into a globally recognized sport. From Australia’s shores to a worldwide movement backed by the FIH, Mills discusses the rapid rise of Beach Hockey, its youth-centric digital strategy, Olympic aspirations, and how the sport is becoming a tool for inclusivity, innovation, and sustainability in modern sport.
What inspired the launch and global push for World Beach Hockey as a standalone sport, and how do you see it complementing traditional field hockey?
My wife and I attended the Men’s World Cup in the Hague in 2014 where at the same time the inaugural Beach Hockey festival was also held. This hybrid version of hockey was captivating and as we have great beaches in Australia we took it back home a year later. In October 2023 The Federation of International hockey approved World Beach Hockey as a recognized organization. Field hockey is a technical sport, not easy to pick up for first timers. Beach Hockey is a safe and fun version of hockey that is easy to play for those who have not held a stick before. Statistics over 4 years have shown that a high percentage of first time players who tried beach hockey then transferred across to playing eleven a side and indoor hockey so was a great compliment to bringing new players to hockey.
Can you share your vision for World Beach Hockey over the next five years, both in terms of participation and international reach?
We are looking to have 100 nations playing beach hockey by the end of 2026, we are well on our way to this target. Or main focus is to introduce it to young players but we are getting participation feedback from adults, Masters and all abilities athletes. We also are planning to have a focus over the coming years to empower young girls and women to take up the sport.
Beach sports often appeal to younger audiences — how is World Beach Hockey leveraging this trend to build fan engagement and digital-first communities?
Our marketing focus is to sell beach hockey to youth as a fun, fast and action packed sport. Our marketing tag is Xtreme Beach Hockey. We plan to run events around the world allowing kids to try out and enjoy the benefits of beach hockey. Instagram and YouTube will be used to focus on this community.
What role does innovation—whether in format, rules, or technology—play in the evolution of Beach Hockey as a spectator-friendly sport?
Beach Hockey is a visual sport played on the sand and in a state of the art inflatable beach hockey pitch. It lends itself to broadcast opportunities to showcase the action. Beach Hockey rules allow a high scoring game where you can score from anywhere on the pitch Arial balls are also a major highlight of competition.
Which markets or regions are showing the most growth potential for Beach Hockey, and how is your federation supporting their development?
We are growing quickly in all five continents, in Europe, Germany, Netherlands and Italy, Pan America- Puerto Rico, Mexico and Argentina, Asia-India, Oceania- New Zealand and Australia and Africa- Egypt, Kenya and the Middle East- Qatar, Saudi Arabia and Oman. We work closely with all national federations to support them with marketing, training and access to specific beach hockey equipment.
What are your ambitions regarding inclusion in multi-sport events like the Youth Olympics or even the Olympic Games?
The IOC through the ANOC organization now run the World Beach games (the Olympics for beach sports) Our organization is submitting to participate in the next World Beach Games in 2027 We also have plans to run both a Junior World Cup and Adult World cup in the future.
From a commercial perspective, what types of brand partnerships are you exploring or hoping to secure to help scale the sport?
Beach Hockey is a great opportunity for sponsorship partners to showcase their products. We are looking to work with hotel chains, sports apparel, sports eye wear, drink companies. But any brand would work within our sponsor partnership arrangements.
Sustainability is crucial in modern sport—how is World Beach Hockey ensuring that its events are environmentally responsible, especially in coastal settings?
Sustainability of the beach environment is a key focus of our sports organization. This includes ensuring environmentally conscious beach clean ups are initiated, no plastics are disposed of and proper waste disposal occurs. We also have a respect and maintenance for the natural ecosystems in coastal regions.
How are you approaching gender equality and grassroots access in your global development plans?
We have gender equality guidelines These guidelines confirm how much inclusivity is a crucial principle for beach hockey hockey. No matter the gender, the age, the physical or intellectual ability, the religion, the sexual orientation, the ethnic or social background, everyone is welcome in our sport!”. Our guidelines are based on the following main principles:
-Favouring gender equal, diverse and inclusive representation of the hockey community;
-Avoiding bias or negative stereotypes on gender and diversity;
-Generating new strong, positive, and diverse role models.
What message would you like to send to potential stakeholders—sponsors, broadcasters, and federations—about why now is the right time to get involved with World Beach Hockey?
The opportunity of coming onboard with a new, innovative and exciting new sport does not come along very often. Beach sports are the new frontier for sports participation so for sponsors, broadcasters and federations it is a wonderful chance to join us in the evolution of beach hockey around the world.
The National Collegiate Athletic Association (NCAA) and Genius Sports Limited (NYSE: GENI) have announced a significant extension of their long-term partnership, reinforcing their shared commitment to innovation, transparency, and the integrity of college athletics.
Under the expanded agreement, Genius Sports has been appointed as the exclusive distributor of official NCAA data to licensed sportsbooks for all post-season tournaments, including March Madness, through 2032. This long-term agreement ensures the delivery of fast, accurate, and secure data to the regulated sports betting market.
Through the Authorized Gaming Licensee (AGL) program, sportsbooks will gain exclusive access to official NCAA data feeds alongside NCAA marks and logos. Genius Sports will also collaborate with participating licensees to strengthen integrity protections and promote responsible betting practices, including limiting risky bet types, ensuring compliance and safeguarding student-athletes.
A central component of the partnership is the continued delivery of NCAA LiveStats, the NCAA’s official platform for live game statistics. Already utilized by thousands of NCAA schools and supporting more than 70,000 games annually across major college sports, LiveStats remains the foundational data collection/distribution tool for schools, conferences, and coaches. The NCAA will continue to provide access to this essential platform free of charge to its membership.
Building on these foundations, the partnership introduces GeniusIQ, an advanced AI and machine learning platform designed to elevate the entire college sports experience. From elite-level performance analysis for schools and coaches to interactive, data-rich engagement tools for fans, GeniusIQ delivers powerful, real-time insights that enhance the way college sports are played, analysed, and experienced.
“Since 2018, Genius Sports’ technology has transformed the college sports data ecosystem,” said Mark Locke, CEO of Genius Sports. “This extension is a powerful endorsement of our vision, delivering cutting-edge data solutions to support NCAA schools while connecting our sportsbook partners with the highest quality NCAA official content, alongside our exclusive NFL and Premier League rights. Most importantly, it’s a partnership grounded in innovation, integrity, and a shared commitment to the future of collegiate athletics.”
Shooting sport equipment manufacturer Promatic has become the latest Platinum-level sponsor associated with the International Shooting Sport Federation, joining an exclusive club of top-tier partners.
The British-based brand specialise in trap shooting, providing necessary goods in training for several athletes including Olympic champion Nathan Hales. Promatic also manufacture game simulation, spares and radio products as part of their wide range on their online store.
Since 1985, Promatic has been creating shooting sport equipment from Hooton, in the Wirral, England; and in turn, have helped create future stars in our sport.
ISSF President, Luciano Rossi said: “We are delighted to welcome yet another Platinum partner, showing the ISSF provides value to major sponsors from around the world.
“Promatic is at the heart of the shooting sport community – with many of its decision-makers being regular shooting sport athletes themselves, developing products they regularly use.
“We welcome Promatic on board with open arms and thank them for their trust and support in this era of renewal for the ISSF.”
The new ISSF commercial strategy aims to create stronger relationships with brands across the sport. By harnessing the support of ISSF partners the aim is sustainable long term development of the sport.
A Promatic spokesperson said: “We are extremely excited to be entering our platinum partnership with the ISSF, highlighting how important Promatic is to competitive shooting around the world.
The ISSF has been front and centre of regulated competition shooting for over 110 years, and have organised a plethora of competitions, which we at Promatic have been privileged to provide machines and equipment, for some of those, for since our inception.
We at Promatic, thank the ISSF for their excellent support during this process, and are excited to help broaden the public perception of competitive shooting around the world.
Promatic, along with Elettronica Progetti, strive to provide the highest quality machines and equipment, that will help ensure athletes reach their highest potential.”
In elite sports, success is built on precision, strategy and cohesion—both on and off the field. While athletes and coaches perfect their game plans, the operational strength of any sports organisation relies on its internal teams: HR, communications and operations. Despite the need for quick decisions and smooth collaboration, many organisations still use outdated communication systems that hinder efficiency and engagement.
Digital tools have reshaped many aspects of sports management, from performance analytics to fan engagement. Internal communication is evolving too, with AI-powered platforms offering new ways to improve collaboration, productivity and employee experience.
The power of unified communication
Sports organisations across EMEA are seeing results from modern internal communication strategies. The pandemic accelerated the transition to hybrid work models, increasing the demand for intuitive digital solutions to keep employees connected and informed. Just as their teams rely on seamless coordination, organisations need robust employee technology to perform at the top of their game.
US sports groups have been at the forefront of this shift, using AI-driven solutions to enhance employee engagement. Now, this trend is gaining momentum in EMEA, where organisations are updating their internal operations to create more dynamic, connected workplaces.
Sports organisations in EMEA have a huge opportunity to use AI-driven communication platforms to align their teams more effectively with their business goals. A well-connected workforce is vital in an industry where quick decisions and teamwork are critical to success.
The competitive edge of smart internal communication
Leading organisations create workplace cultures that reflect the excellence seen on the field. Modern internal communication platforms help sports businesses improve employee productivity and experience in powerful ways. These include:
AI-powered efficiency: In sport, marginal gains make all the difference. AI-driven communication tools ensure employees can find critical information quickly, saving time and simplifying work.
Example: Uber Freight uses AI tools within Simpplr to quickly streamline content creation and deliver contextual answers to its 5,000+ employees. By shaving time from tedious tasks, the company has created an easy-to-use central source of truth that drives 95% monthly engagement.
Real-time engagement insights: Just as teams analyse performance data, HR and communications professionals need actionable insights into employee sentiment and engagement. Predictive analytics help leaders understand workforce dynamics and make better decisions.
Security and compliance: With sensitive data from athlete contracts to proprietary strategies, sports organisations need enterprise-grade security and regulatory compliance to safeguard their operations.
Example: Peraton, a large government contractor in the US, relies on advanced governance and security features in Simpplr to keep highly sensitive data safe across more than 50 physical locations.
Localised support for a global industry: With employees spread across stadiums, training facilities, and headquarters worldwide, organisations need adaptable solutions for their specific needs.
Elevating employee experience for long-term success
Sports organisations know firsthand that culture affects performance. Engaged, informed staff create stronger operations, a cohesive brand identity, and better business results. The growing use AI-powered internal communication solutions shows that employee experience is not just an HR concern—it’s a strategic priority across industries.
Example: New hires at Nutanix are able to find accurate onboarding information 50% faster with Simpplr, leading to more efficient hiring and onboarding.
As more sports organisations in EMEA look develop their internal engagement strategies, they should focus on solutions that both improve efficiency and strengthen connections to their entire workforce. Those that invest in smarter communication today will succeed tomorrow—both in competition and in business.
Contact Ben Elder on ben.elder@simpplr.com to learn how Simpplr uses AI-powered employee communication technology to drive engagement, collaboration and productivity in the sports world and beyond.
Ndax, one of Canada’s largest crypto trading platforms, and the National Hockey League (NHL) have announced a new Canadian partnership, naming Ndax the Official Crypto Trading Platform Partner of the NHL during the 2025 Stanley Cup Playoffs. This is Ndax’s first-ever professional sports league partnership and the NHL’s first-ever crypto trading platform partner.
The partnership reflects the evolving relationship between global sports and the crypto ecosystem, signaling a new era of fan engagement and community awareness for crypto in Canada.
Under the partnership, Ndax will receive prominent brand exposure during the 2025 Stanley Cup Playoffs, with the Ndax logo appearing in one of the League’s camera-visible corner in-ice brand positions for all Canadian playoff games and on the NHL’s award-winning Digital Enhanced Dasherboards (DED) during all national Stanley Cup Playoffs broadcasts in Canada. The DED system allows for the digital replacement of camera-visible dasherboards in local, national, and international game feeds, enabling dynamic, market-specific branding and promotional messaging. These activations offer Ndax a unique and innovative platform to connect with fans.
In addition to exclusive marketing rights and designations in Canada, Ndax will launch a dedicated 2025 Stanley Cup Playoffs campaign, Ndax ICE, giving fans the chance to win an unforgettable Stanley Cup Playoffs experience. Running throughout the 2025 Stanley Cup Playoffs, Ndax ICE will feature daily, weekly, and round-based giveaways, with prizes including credits to be used to secure cryptocurrency of the winner’s choice directly through Ndax and the ultimate grand prize: tickets to the 2025 Stanley Cup Final. Rules apply.
“We’re thrilled to welcome Ndax to the NHL family and announce our partnership during the 2025 Stanley Cup Playoffs,” said Kyle McMann, NHL Senior Vice President, Global Business Development. “We look forward to providing Ndax major brand visibility in Canada and showcasing the Ndax brand to passionate NHL fans in Canada in an impactful way through Digitally Enhanced Dasherboards and more.”
“This partnership with the NHL represents a powerful alignment of values—heritage, innovation, and national pride,” said Bilal Hammoud, CEO of Ndax. “Hockey is deeply woven into the fabric of Canadian identity, and at Ndax, we see ourselves as building the financial infrastructure for Canada’s future. Partnering with an institution as iconic and trusted as the NHL allows us to engage with Canadians where their passion lives—on the ice—and introduce them to a secure, forward-thinking platform they can trust as they explore the world of digital assets. This is more than a sponsorship—it’s a statement of where we’re headed.”
This partnership comes amid a period of rapid growth and expansion for Ndax. Recently approved as an Investment Dealer and Marketplace across all Canadian provinces and territories, and a member of the Canadian Investment Regulatory Organization (CIRO), Ndax recorded over $17.5 billion in lifetime trading volume as of March 2025, with $1 billion in assets under custody as of January 2025. The platform also holds one of the largest strategic Bitcoin reserves of any publicly disclosed Canadian institution, reinforcing its position as a trusted leader at the intersection of finance, technology, and innovation.
