Luc Tardif Elected New IIHF President

Luc Tardif has been elected as new IIHF President succeeding René Fasel, who held the position for 27 years and didn’t stand for re-election. He won the presidential election in the fourth and last round against Franz Reindl.

Tardif becomes the 14th IIHF President and the second from France after founding President Louis Magnus.

Petr Briza was elected as Senior Vice-President, and the Regional Vice-Presidents elected are Bob Nicholson (Americas), Aivaz Omorkanov (Asia & Oceania) and Henrik Bach Nielsen (Europe & Africa).

Zsuzsanna Kolbenheyer and Marta Zawadzka were re-elected as female Council members. In the first round for the remaining positions Heikki Hietanen, Anders Larsson, Pavel Bure, Raeto Raffainer and Andrea Gios were elected with a majority with two positions open for a second round. Franz Reindl was elected in the second round and Viesturs Koziols in the third round. Click here for the Council page.

“Thank you very much. René [Fasel] asked me eight years ago to be Treasurer. But I’m still a hockey guy and I know I can offer more. I only have my determination, my crazy passion for this sport, my sense of team work, my respect for the people and my honesty to offer. Believe me, I will do everything to be at the level of your expectation. I’m committed to open up our beautiful sport, to promote it, to defend it, to prepare it for the future but above all to respect it with dignity,” Tardif said before using a quote he likes:

“Alone we go faster but together we go further.” – Luc Tardif, new IIHF President.

He thanked Fasel for everything he did as well as the other Council members outlining Kalervo Kummola. “I’m ready now to take the lead. Thank you for the confidence. I’m confident about the future. We will have a great Council around me,” Tardif said.

Tardif, who has citizenship of France and Canada, was elected to the IIHF Council in 2012 where he served as Treasurer. He played junior hockey in Canada and professional hockey in Belgium and France where he started his hockey career off the ice with Rouen’s youth program. He was the head of the ice hockey department at the French Ice Sports Federation from 2000 to 2006. In 2006, he was elected as first President of the newly created French Ice Hockey Federation, a position he was re-elected for in 2010, 2014 and 2018. He was also Chef de Mission of the French Olympic delegation at the 2014 and 2018 Olympics. He has worked as member of the IIHF Competition Committee (2008-2012) and as chairman of the IIHF Finance Committee (since 2016).

In his presentation the day before, Tardif underlined the importance of development and bouncing back after the Covid-19 crisis that hit hockey in many countries with a successful restart of the usual activities. He also presented an idea for a larger IIHF Ice Hockey World Championship Division I by merging the two groups, for a “Flying Coaches” program to bring word-class coaches to countries for seminars and wants to further develop 3-on-3 hockey.

He underlined that a President should listen and try to understand the needs of the member national associations. And that’s what he did with individual sessions with almost all member countries during summer. A “Virtual World Tour” or “Co-Construction Process” as he called it during 90 hours.

Hours of voting for the IIHF Council term of 2021-2026 started with the vote for the president that included five candidates. Elections were held over several rounds with the candidate with the fewest votes dropping out until a candidate received the majority of votes. In case of the President it took the maximum of four rounds until Luc Tardif was elected with a majority of votes.

Washington Capitals Announce Caesars Entertainment As NHL’s First-Ever Jersey Partner

Caesars Sportsbook logo debuts on home and third jerseys starting with the 2022-23 NHL season in first announced team agreement in NHL’s Jersey Advertising Program

The Washington Capitals and Caesars Entertainment Inc. (NASDAQ: CZR) announced a multi-year partnership agreement today that places the Caesars Sportsbook logo on Capitals home and third jerseys worn for games played at Capital One Arena beginning with the 2022-23 NHL season. The landmark announcement marks the first team announced agreement in the NHL’s Jersey Advertising Program.

Caesars Sportsbook, the best-in-class sportsbook offering, will have its logo worn on the Capitals home and third jerseys, with the 3 x 3.5 inch patch positioned on the upper right chest area of the jersey. An industry first, the introduction of the Caesars Sportsbook patch follows the historic opening of the Caesars Sportsbook at Capital One Arena in May 2021.

In addition to the home jersey patch, Monumental Sports & Entertainment (MSE) and Caesars Sportsbook expand their partnership with additional Casino, Gaming and Caesars Rewards programming elements. The agreement also includes the entitlement of a Caesars hospitality space and VIP seating at Capital One Arena.  

“Following the successful launch of Caesars Sportsbook adjacent to Capital One Arena last spring, we are thrilled to introduce Caesars Sportsbook as the Capitals’ inaugural home jersey advertising partner in a first-of-its-kind announced partnership in the NHL,” said MSE president of business operations and chief commercial officer Jim Van Stone. “Together as two industry leaders, we’ve built a robust partnership in the gaming and casino space, and our overall relationship reflects our shared commitment to providing sports fans with world-class, unique experiences. MSE, the Capitals and Caesars share a commitment and passion toward innovation in the sports and entertainment space, and the opportunity to incorporate Caesars onto Capitals home jerseys is a wonderful development and exciting new fan engagement opportunity for both organizations in the nation’s capital.”

The NHL’s Jersey Advertising Program begins with the 2022-23 NHL season and allows up to two jersey sponsors per team when separate sponsors appear on home and away jerseys. The Capitals will announce an away jersey sponsor at a later date.

“Being woven into the Washington Capitals jersey is an exciting chapter in our collective story,” said Chris Holdren Co-President of Caesars Digital. “Like Monumental Sports & Entertainment, we love blazing trails and we are always looking for innovative opportunities that drive engagement and storytelling for fans. We are proud to extend our historic partnership with such a storied franchise after launching the sportsbook at Capital One Arena.”

MSE and Caesars Entertainment previously made history with the opening of Caesars Sportsbook at MSE’s Capital One Arena. Marking a major milestone in U.S. sports history, the sportsbook officially opened in May 2021, becoming the first ever sports betting venue to open within a U.S. professional sports facility. A first-of-its-kind, marquee destination for local, regional and global visitors, the two-story, 18,000 square-foot venue features 17 betting windows and 12 self-service betting kiosks, as well as Verizon 5G Wi-Fi capability so fans can place wagers on mobile devices. Click here to learn more.

The newly-launched and easy-to-navigate Caesars Sportsbook by William Hill app integrates mobile sports betting with Caesars Rewards, where every bet, win or lose, rewards the bettor with Tier Credits and Reward Credits that can be used to unlock unbeatable experiences within the Caesars portfolio of properties and partnerships. True to the legendary Caesars brand, the app provides an expansive array of wagering opportunities, including live in-game betting and flexible limits on the bets players want to make.

FTX Partners With Mercedes-AMG Petronas F1 Team

The Mercedes F1 Team is delighted to announce a new long-term partnership with FTX, a leading global cryptocurrency exchange.

This relationship will span multiple race seasons with the FTX logo being featured prominently on both the cars and the drivers.

Part of the FTX branding will be unveiled during the upcoming Russian Grand Prix, scheduled to take place on Sunday 26 September, and will continue to expand leading up to the start of the 2022 season. 

In addition to the branding on both the car and team drivers, as a team partner, the FTX logo will also be featured on the team’s fleet of Mercedes-Benz trucks, in the garage, and on all Partner logo displays in the trackside hospitality and communications facilities.

FTX will also have access to Mercedes-AMG Petronas Formula One Team members, including drivers Lewis Hamilton and Valtteri Bottas to further expand the reach of the FTX brand to Formula One’s global fan base through marketing initiatives.

In addition to being a team partner, FTX and Mercedes F1 will also look to embark on other strategic initiatives together such as the integration of FTX Pay, an NFT collection, and corporate social responsibility initiatives which will be announced and rolled out at a later date.

ASOS Signs Three-Year Front Of Jersey Partnership With FNATIC

Fnatic, the London-based global esports performance brand, has today announced a three-year partnership with ASOS, one of the world’s leading online fashion retailers. As part of the deal, both brands will develop and deploy multiple online and offline activations, bringing the gaming and fashion world together.

The agreement marks the first time in ASOS’s history that it has partnered with an esports brand. As part of the deal, ASOS’s logo will appear on the front of all physical Fnatic team jerseys, including the upcoming League of Legends World Championship jersey, scheduled to be released next week.

Fnatic and ASOS will collaborate on a variety of different activations, including multiple content series with Fnatic pro talent and creators, such as Tekkz, Mushway, Loeya and Moonryde, alongside VR experiences and AR filters. The partnership will also see the brands work together on a bespoke third alternative kit and see Fnatic pro players and creators feature in upcoming ASOS campaigns. In addition, the two brands have committed to working together on digital kits in the future and to producing branded in-game experiences and digital products.

Fnatic CEO, Sam Mathews, said: “There are no other subcultures in the world that have influenced us more than gaming and fashion. Self-expression, both online and offline, has become a major point of convergence between both audiences. Through this partnership with ASOS, we will empower all gamers to find their unique voice and style, inside and outside of the game. We couldn’t be more excited to be driving this change forward together with ASOS.”

Robert Birge, Chief Growth Officer, ASOS, said: “Gaming and fashion are both passions for young adults and as esports continues to boom, we’re incredibly excited about this partnership. GenZ increasingly expresses their style in both the physical and digital worlds and this is something we’re excited to fuel. We’re also looking forward to seeing some of the world’s greatest esports athletes wear our name on their Fnatic jerseys at the Worlds in Iceland.”

Southampton FC Add learncrypto.com As Official Training Kit Partner

Southampton Football Club is delighted to announce learncrypto.com as the club’s Official Training Kit Partner.

The free crypto education platform will be the club’s training kit provider for both the first team and the B Team throughout the 2021/22 season, with Ralph Hasenhüttl’s side set to debut the new LearnCrypto-branded training kit ahead of Sunday’s Premier League clash against Wolves.

learncrypto.com is a non-profit website funded by the Yolo Group and other likeminded cryptocurrency market leaders, including the club’s Main Club Partner, Sportsbet.io.

The platform aims to make cryptocurrency accessible to everyone and is designed to help users learn about cryptocurrency with simple, relevant and engaging content.

With many people first encountering crypto through stories of fortunes being made, learncrypto.com is up front about the risks involved and encourages anyone that is thinking about investing or trading to learn what crypto is and does first.

learncrypto.com vision is to build a free learning community that inspires people to adopt cryptocurrency. Fans can create a free account, which will soon give them access to courses on the subjects currently covered within the platform’s Knowledge Base.

Sarah Batters, Director of Marketing and Partnerships, said: “We are proud to be partnering with learncrypto.com, a non-profit crypto education platform that is providing opportunities to learn about blockchain and crypto, during a time when the sector is growing exponentially.

“Keeping pace with new technologies is increasingly tough, so we support learncrypto.com’s mission to give confidence and foundational knowledge to those wanting to interact with cryptocurrencies or blockchain in the future.”

Roman German, Chief Product Officer at Yolo Group, said: “We believe in the power of cryptocurrencies and blockchain technology to improve the lives of millions of people around the world, and the first step towards this is education. That’s why we’re so proud to partner with learncrypto.com and Southampton FC to spread the word about the positive impact crypto can have.

“Whether you are completely new or want to take your blockchain knowledge to the next level, you’ll find the resources you need to do your own research and be better prepared to take part in the financial revolution.”

Discovery Sports Completes Cyclo-Cross Offer With Global Long-Term Rights Agreement

Discovery Sports has further expanded its cycling offer for fans by adding the exclusive global Cyclo-cross Superprestige rights to its comprehensive portfolio of live events.

A new long-term deal will bring live and on-demand global coverage of the Cyclo-cross Superprestige series to viewers via Discovery Sports’ leading sport brands Eurosport, GCN+ and discovery+**. The eight-race Superprestige season held across Belgium and the Netherlands begins on 3 October.

Discovery Sports’ unrivalled cycling offer now includes coverage of every major cyclo-cross and track cycling event during the winter season following the conclusion of the road cycling season (including every Grand Tour, Classics race, WorldTour and Women’s WorldTour races). Discovery Sports is the home of cycling across all disciplines including mountain bike, BMX and urban cycling, every World Championship and European Championship, and every cycling event at the Olympic Games.

Guy Voisin, Director of Cycling at Discovery Sports, said: “We are pleased to continue our mission to grow cycling in all its forms and expand the reach of the sport further by securing the rights to showcase the world’s best men’s and women’s cyclo-cross riders in action with every single Superprestige race now available to watch live and on-demand across our channels and platforms.

“Through our globally recognised sports brands Eurosport, GCN+ and now via discovery+, we have the ability to scale coverage of the world’s biggest cycling events to the widest possible audience, unlocking the power of the sport for all to enjoy.”

Eurosport and GCN+ provides fans with a 360° digital cycling ecosystem, unlocking the power of the sport for the widest audience. Europe’s No.1 sport news website Eurosport.com covers all aspects of the sport; expert opinions are offered through Eurosport’s flagship podcast The Bradley Wiggins Show; and GCN+ offers exclusive documentaries, films and interactive features for fans alongside live race coverage.

As well as the widest range of world-class cycling events shown across its channels and platforms, Discovery Sports will continue in its mission to grow cycling by launching the inaugural UCI Track Champions League in November, promoted by its events management and promotion business, Discovery Sports Events.

IMG To Market African FIFA World Cup Qualifiers

IMG and FIFA have announced an agreement to market worldwide media rights for the African Qualifiers for the FIFA World Cup Qatar 2022™.

As part of the agreement, IMG has been awarded by FIFA a total of 130 matches featuring 40 countries from across the African continent. These matches include 120 Round 2 matches and 10 home and away Play-Off games that will see five African teams qualify for FIFA World Cup Qatar 2022, which takes place from 21 November-18 December 2022.

Michael Mellor, SVP, Head of Football, IMG, said: “This is an extremely exciting package of matches with the growing success of African nations and at major tournaments making the World Cup qualifiers a very attractive proposition for broadcasters around the globe. A number of top African players ply their trade in the top leagues and will be household names to viewers around the world.”

Forty nations from across Africa have been drawn in ten groups of four for Round 2 of the FIFA World Cup 2022 qualification in Africa. The top country from each of group will then play a two-leg Play-Off match in March 2022 with the winners qualifying for the FIFA World Cup Qatar 2022.

IMG’s deal excludes MENA, Sub-Saharan Africa, Iceland, Sweden, Norway, Finland, Denmark, Estonia, Latvia, Lithuania, and Poland.

Northampton Saints Partner With SPOKE

Northampton Saints and SPOKE are delighted to today announce a new partnership, with the online menswear brand becoming the Club’s first Trouser and Casual Wear Partner.

As part of the agreement, SPOKE will provide the men in Black, Green and Gold with official post-match clothing for the first-team squad, coaches and performance staff – consisting of SPOKE’s signature Heroes chino and Pique polo shirt, all custom fit.  

SPOKE, launched in 2014 with the mission of creating clothes that met the needs of each individual, offer customers bespoke sizes without sacrificing quality or style, and without the luxury markup.

Offering over 400 size variations, SPOKE now retail to over 40 countries worldwide. The rapidly-growing digital start-up is making waves within the men’s fashion industry, and in sharing the Club’s values of ambition and innovation, SPOKE are a perfect fit with Saints.

“We’re thrilled to be partnering with SPOKE,” said Ulundi Makhanya, Head of Commercial Partnerships at Northampton Saints.

“Rugby players come in all shapes and sizes, and one of the challenges we have always faced in sourcing post-match clothing for our squad is finding a brand to cater for everyone’s needs – clothing that is both practical and fashionable, which fits everyone from a nimble scrum-half to a towering lock, is very difficult.

“However, in SPOKE, we have a partner who completely understands the challenges our players face, and who specialise in finding a fit for every body. A pioneering and ever-expanding retailer, we’re really excited to be working with them from this season onwards, and to help grow their brand amongst a rugby audience in future.”

“We’re delighted to partner with Northampton Saints” said Ben Farren, CEO and Founder of SPOKE.

“Elite rugby creates some extraordinary body shapes – so our custom-fit trousers are a perfect match for the team. It’s great to see these brilliant players rocking a flawless fit from scrum-half through to lock.”

Sport Industry Group Appoints New Managing Director

Sport Industry Group has revealed a leadership change, as current Managing Director Alex Coulson steps down from his dual role to commit full time as Managing Director of National Student Esports (NSE), while former Spotify exec Dylan Pugh will now lead the Sport Industry Group team.

Coulson, who has led Sport Industry Group for the last seven years, will continue in an advisory role, but will focus his time on NSE, the official body for university esports and the largest grassroots gaming community in the UK.

In his place, Dylan Pugh joins the business having recently come onboard at parent company Benchmark to lead the newly formed Sports Podcast Awards, which are designed to unite the global sports podcast community.

Pugh formerly worked at Spotify, before leaving in 2020 to set up his own podcast publisher, Pomodo. Since early 2021, he has spearheaded the Sports Podcast Awards, which now becomes part of Sport Industry Group. Prior to working at Spotify, where he was Head of Podcast Monetisation, Pugh has held leadership roles in several media and tech organisations and is a former professional rugby player, having represented Wales at sevens.

The announcement comes following the successful return of the Sport Industry Awards 2021, which saw the industry’s biggest night of the year reunite the sector. More than 1,200 people descended upon Evolution London to celebrate the very best the industry has to offer after an enforced absence, delivering a night that was more emotional, inspiring, and invigorating than ever before.

Nick Keller, CEO of Benchmark said: “Both the Sport Industry Group business and brand have grown hugely under Alex’s leadership. His knowledge of and dedication to the sport industry is exemplary and so we’re very happy that he is staying connected to the business. I’m equally excited to see how he continues to develop NSE and use his expertise to support the UK’s largest grassroots gaming community.

Meanwhile, Dylan is well placed to build on a brilliant platform and use his significant experience in audio to bring the Sports Podcast Awards, the latest addition to the Sport Industry Group portfolio, to life.”

Pugh joins at the same time as two other new recruits to the Sport Industry Group team with Molly Reynolds, Project Executive and Brian Matovu, Content and Marketing Executive, expanding the roster (pictured above alongside Coulson and Pugh). The team behind the world’s largest commercial sports awards are also actively recruiting a Head of Content and Marketing.

Dylan Pugh, Managing Director, Sport Industry Group, said: “I’m extremely excited for this opportunity, particularly given the momentum we now have after finally welcoming the industry back together for the Sport Industry Awards 2021. The energy around the room – and the industry at large – was palpable and I can’t wait to build on that moving forward.

“Sport Industry Group has an incredible means of bringing people together, celebrating success, and driving us all forward as a collective, and I cannot wait to build on the success that Alex and the rest of the team have put in place. Particularly now, with the Sports Podcast Awards, and as audio becomes an even bigger part of our lives and the business. It’s a really exciting time.

“A huge thank you to Alex, the entire Sport Industry Group team, and to Benchmark for this opportunity.”

Under Coulson Sport Industry Group has expanded significantly and now boasts an impressive and diverse group of properties, all aimed at developing, inspiring, and nurturing the sport industry.

Existing properties continue to grow more impactful each year, with the Sport Industry Daily, Sport Industry Awards and Sport Industry NextGen now informing, honouring, and educating more than ever before, while new properties have brought the industry increased digital tools and experiences.

Among them are Sport Industry Spotlight, a series of online and bespoke events tailored to specific audiences and areas of expertise and Sport Industry Slack, which brought the industry together at a time of need. The recently launched Sport Industry Jobs, meanwhile, is now playing a crucial role as we all shift to a more balanced working lifestyle.

Alex Coulson, Managing Director, NSE & Advisor, Sport Industry Group, added: “I’m immensely proud and grateful of everything we’ve been able to achieve at Sport Industry Group, and I can’t wait to see what Dylan and the team do with the platform we already have.

“The business has changed significantly over the last seven years – above all we value our privileged position at the heart of the sport business community. Sport Industry Group is perfectly placed to support the industry and collectively continue to grow and strengthen.

“I’ve loved my time at Sport Industry Group, and the industry itself has been my home for a long time too. Fortunately, though, I won’t be going far and I look forward to supporting from the sidelines and bringing the best of the sport industry to the esports community – and vice versa.

“A big welcome to Dylan and a huge thanks to everyone I’ve worked with while at Sport Industry Group, it’s been a fantastic journey and one I’m glad is set to continue.”

Capgemini Becomes Worldwide Partner Of The Ryder Cup Through To 2027

The PGA of America and Ryder Cup Europe today announced a new six-year partnership with Capgemini that will begin at this year’s Ryder Cup. Following this inaugural year as a Worldwide Supplier to the 43rd Ryder Cup, Capgemini’s status will elevate to that of Worldwide Partner for the 2023 Ryder Cup in Rome, 2025 Ryder Cup in Farmingdale, N.Y., and the 2027 Ryder Cup in County Limerick, Ireland, where its industry-leading digital transformation capabilities will help to enhance the Ryder Cup for its fans and organizers.

The worldwide partnership with the Ryder Cup, one of the most significant events in golf, which brings together the best of the best from around the world through team competition and helps advance the sport across the globe, is a momentous first step in Capgemini’s golf story. This partnership reflects Capgemini’s focus on building and celebrating talent, team spirit and high performance – all of which are at the heart of both Capgemini and the Ryder Cup.

This year’s Ryder Cup, the biennial men’s team contest between Europe and USA, was postponed from September 2020 and is set to begin on the Straits course at Whistling Straits, Kohler, Wisconsin, from September 21–26. Capgemini will feature prominently in its new role at Whistling Straits and will look to provide technical support and transformational solutions to the PGA of America and Ryder Cup Europe throughout the course of the six-year sponsorship.

As a global leader with almost 300,000 team members in 50 countries, including well-established operations across Ryder Cup host countries in the United States and Europe, Capgemini will promote the Ryder Cup across all its international locations to further grow a diverse global fanbase.

Through its deep technology and business transformation expertise, Capgemini will be a true partner to the Ryder Cup, working with Ryder Cup Europe and the PGA of America to constantly adapt, master and apply the latest innovations in technology and sport through the lens of precision and accuracy, which are fundamentals of success in both industries.

Aiman Ezzat, Chief Executive Officer of Capgemini said: “At Capgemini we share the values of golf and its premiere team competition, the Ryder Cup, an incredible international event and great opportunity for the Group. I am thrilled that Capgemini will bring its deep expertise in technology to the world of golf for the first time in 2021 and for the coming years. This new long-term, worldwide partnership reflects the international breadth and diversity of the Capgemini Group and what international teams, comprising top talent, can accomplish when working together toward a common goal.”

“Capgemini’s reverence for the Ryder Cup and respect for its values provided both sides with an ideal starting spot to begin our relationship,” said PGA of America President Jim Richerson. “We’re very

happy with our new partnership with Capgemini and look forward to welcoming them to the Ryder Cup at Whistling Straits, but we love the path we are taking together toward Italy in 2023, New York in 2025 and Ireland in 2027.”

Guy Kinnings, the European Tour’s Deputy Chief Executive, Ryder Cup Director and Chief Commercial Officer, said: “The Ryder Cup is a truly global sporting event which connects people around the world so we are delighted Capgemini, a global leader in the technology industry, will be part of our commercial family for the next four editions, including as a Worldwide Partner from Rome onwards. Technology plays such an integral role in a modern Ryder Cup and Capgemini’s innovation and expertise in this area will unquestionably enhance our ability to successfully deliver one of the world’s most watched sporting contests.”

The Ryder Cup announcement comes on the heels of Capgemini becoming a Worldwide Partner of Rugby World Cup France 2023 and joining World Rugby as its Digital Transformation Partner. Both the golf and rugby partnerships lead Capgemini’s sponsorship strategy of embracing global sporting events that are driven by team spirit, precision and high performance.