Marylebone Cricket Club and InCrowd rolls out subscription platform Inside Lord’s

Marylebone Cricket Club and InCrowd launch first-of-its-kind subscription platform, Inside Lord’s, for fans.

Inside Lord’s gives cricket fans access to the iconic ground like never before. Launched in October 2024, this fully integrated platform offers a subscription service giving fans access to priority ticket windows, online and in-ground discounts, as well as year-round exclusive digital content including behind-the-scenes at the iconic ground and online coaching masterclasses from cricketing legends.

MCC selected InCrowd for their proven success in the creation of premium, commercially driven and experience-led websites and their expertise in the development of membership and subscription platforms across a range of ticketing, retail and OTT platforms.

InCrowd ran a comprehensive discovery phase to identify the creative and technical approach to deliver the Inside Lord’s website. Together, MCC and InCrowd set objectives to showcase Lord’s as one of the world’s greatest cricket grounds, opening doors to a new and international audience, whilst growing first party data and driving new revenue through the carefully planned tiered subscription model.

InCrowd facilitated the integration of several sport-specific and trusted products into the new website alongside existing technology, providing MCC with the tools required to meet and surpass their ambitions for Inside Lord’s. These include a Content Management System and data-led Activation Tools from Cortex alongside seamless integrations with Positive Single Sign On, the Lord’s Cam and virtual tour provider Matterport.

“From day one, the focus for Inside Lord’s has been to provide a new, first-of-its kind engagement platform to take cricket to the next level in terms of digital experiences and to bring fans even closer to the sport they love” says MCC’s Commercial Director, Andy Muggleton.

“This platform is about so much more than delivering content” says InCrowd CEO Aidan Cooney. “Together with the MCC, we are focussed on creating a connected community where fans can engage with their sport like never before. We are incredibly excited to join the MCC team on this journey, helping to provide an unparalleled new high-value platform that transforms the way in which fans consume, share and celebrate cricket”.

Euroleague Basketball renews broadcast deal with Deutsche Telekom

Deutsche Telekom and Euroleague Basketball have announced the renewal of their broadcast agreement, continuing a partnership that began in 2015. This new extension will ensure that the Turkish Airlines EuroLeague and the BKT EuroCup will remain on MagentaSport, Deutsche Telekom’s dedicated sports platform, until the end of the 2028-29 season.

The agreement, finalized well in advance of the previous extension’s expiration in the 2025-2026 season, highlights the strong synergy and commitment between Euroleague Basketball and Deutsche Telekom. This partnership, set to span more than a decade, reinforces MagentaSport’s dedication to delivering premier basketball content. Fans can look forward to continued live HD broadcasts of all Turkish Airlines EuroLeague and BKT EuroCup games, including one top game per round available on a free-to-air basis.

“We are thrilled to extend our partnership with Deutsche Telekom and MagentaSport,” said Alex Ferrer Kristjansson, Euroleague Basketball Marketing and Communications Executive Officer “Their commitment to providing high-quality broadcasts and a comprehensive fan experience aligns perfectly with our goal of growing the sport of basketball In Germany. This renewal is a solid evidence of the success of our collaboration and the increasing popularity of our competitions in Germany.”

Germany remains a key market for Euroleague Basketball. The country boasts top-tier teams such as ALBA Berlin and FC Bayern Munich in the Turkish Airlines EuroLeague, and ratiopharm Ulm and Veolia Towers Hamburg in the BKT EuroCup. Furthermore, Germany has hosted Euroleague Basketball’s signature event, the Final Four,  multiple times, including three editions in Berlin (2009, 2016, 2024) and one in Cologne. The German fanbase has seen a remarkable 50% growth over the last five seasons, contributing to the increasing popularity of the competitions, which have enjoyed a a 272% rise in TV audience numbers on MagentaSport on the same period.

“We have an outstanding, trusting partnership with the Euroleague, which is also characterized by a shared desire for constant development. We continuously maintain and develop the sports content with our partners. This is especially true for the top Euroleague competitions with major clubs, which has a rapidly growing audience. The EuroLeague provides weekly proof that it is the best league in Europe with the best players – the premier class of basketball,” says Dorothea Jacob, VP Proposition & Content MagentaTV.

MagentaSport delivers an exceptional product each competition round, featuring top-quality live game broadcasts and a comprehensive 360-degree fan experience. This includes extensive coverage across digital channels and the weekly program “The Conference,” where top German basketball journalists provide in-depth analysis and custom content such as the “Road Trip Series,” features, documentaries, and exclusive interviews.

In addition to Euroleague Basketball competitions, MagentaSport’s basketball´s portfolio includes the 2025 FIBA Women’s EuroBasket Qualifiers and Tournament, as well as the 2025 FIBA EuroBasket, among other sports content.

FIBA and Schelde Sports extend partnership for premium backstop units until 2028

FIBA has renewed its partnership with Official Technical Supplier Schelde Sports until 2028 to continue providing best in class backstop units for FIBA competitions over the upcoming four-year period.

This extension solidifies a highly valued collaboration, with Schelde Sports set to supply premium backstop units at the FIBA EuroBasket 2025 in Cyprus, Finland, Latvia, and Poland; the FIBA Women’s Basketball World Cup 2026 in Germany; the FIBA Basketball World Cup 2027 in Qatar and for the Olympic Basketball Tournament during the Los Angeles 2028 Olympic Games.

Owned by the ABEO Group, Schelde Sports has been an Official Technical Supplier since 2017, after successful collaborations at the FIBA Basketball World Cup 2014 and FIBA EuroBasket 2015. Schelde Sports has also served as the official global backstop supplier for FIBA 3×3 since 2013.

FIBA is dedicated to providing players with state-of-the-art equipment while offering Global Partners exceptional opportunities to showcase their brands. Schelde Sports has consistently delivered both at the highest standard with for example their first-ever integration of LED screens into the backstop unit paddings at the FIBA Basketball World Cup 2023.

As a FIBA Official Technical Supplier, Schelde Sports is also an approved partner of the FIBA Equipment & Venue Centre, which guarantees the highest level of quality, testing and innovation related to basketball equipment and technology.

Olivier Estèves, CEO of ABEO Group, said: “Schelde Sports and FIBA work together to promote the game of basketball worldwide. Our relationship with FIBA shows our dedication to the game and our drive for constant innovation. We are pleased to watch our backstops shine at prestigious events, like last year’s Olympic basketball tournaments in our home country. Future plans include supporting basketball growth with cutting-edge products that will improve athlete and fan experiences and we look forward strengthening our support and services to FIBA over the following four years, with the FIBA World Cup 2027 in Qatar and the Los Angeles 2028 Olympic Games serving as significant milestones.”

Frank Leenders, FIBA Media and Marketing Services Director General stated: “We are delighted with the way our relationship with Schelde Sports has gone from strength to strength. They are a hugely valued member of the FIBA community of partners who are playing a leading role in helping us deliver unprecedented successes at our events.

“FIBA’s dedication to providing premium equipment which players can rely on, is helped enormously by working with high-performing suppliers such as Schelde Sports. We are looking forward to working together to continue delivering best in class products and supporting FIBA’s pinnacle competitions worldwide.”

Anthony Joshua becomes co-owner of a Hexagon Cup team

Two-time heavyweight boxing world champion Anthony Joshua has joined forces with tennis legend Andy Murray as a new Co-Owner of Team AD/vantage, the inaugural winners of the world’s leading professional padel team competition, the Hexagon Cup.


Following in fellow British sporting great Andy Murray’s footsteps, Joshua is the latest global sporting icon to align with the Hexagon Cup, the world’s most famous professional padel competition which prepares for its second edition in Madrid, from 29th January – 2nd February.


Joshua joins Murray, Murray’s former coach Dani Vallverdú and businessman Arran Yentob on the leadership of the British-owned team, as it prepares to defend its title later this month, lining up against seven other teams owned by Hollywood star Eva Longoria and sport stars including F1 driver Pierre Gasly, football greats Sergio Agüero and Leo Messi, FC Barcelona striker Robert Lewandowski, and the Rafa Nadal Academy by Movistar.

Pirelli enters tennis with Australian Open deal

Pirelli will be the Official Tyre Partner of the Australian Open, which will start on Sunday 12 January in Melbourne.

After motorsport, football, sailing and skiing, Pirelli enters tennis, choosing to support the Grand Slam with a partnership which represents a high-profile showcase for promoting the brand throughout the world.

Andrea Casaluci, CEO of Pirelli: “For Pirelli, the Australian Open represents a very important opportunity for visibility because of the great interest in tennis at the global level. In particular, the sponsorship will help increase awareness of our brand in Australia which is a market with a high concentration of prestige cars. Precisely in Melbourne, home of the tournament, in 2019 we opened a Pirelli P Zero World, our flagship store model currently present in only four other cities in the world”.

Cedric Cornelis, Tennis Australia Chief Commercial Officer: “We are very pleased to announce Pirelli as the Official Tyre Partner of the Australian Open. Pirelli is synonymous with innovation and performance, making it a great fit for one of the world’s premier tennis events. We are delighted that Pirelli has chosen the Australian Open to mark its first investment in a Grand Slam.”

Adidas inks multi-year partnership with Mercedes-AMG Petronas F1 team

Adidas has announced a multi-year partnership with the Mercedes-AMG PETRONAS F1 Team, which unites two icons in one of the world’s fastest growing sports. The collaboration represents a significant moment in adidas’ history as it enters the pinnacle of motorsport: Formula1®.

Built on a shared commitment to performance and excellence, the partnership leverages adidas’ 75-years of experience working with athletes at the top of their game to support the Mercedes-AMG PETRONAS F1 Team in driving success.

Throughout the 2025 season and beyond, adidas and the Mercedes-AMG PETRONAS F1 Team will create a complete range of apparel, footwear and accessories for the entire team and its fanbase. 

The partnership will break new ground in a sport where milliseconds make the difference. The specially designed team kit will be built for the individual needs of each member’s role and made available to fans as well. The partnership will also include apparel, footwear and accessories created and designed specifically for supporters of the team and its drivers. Several limited edition drops are also planned throughout the year.

Bjørn Gulden, CEO of adidas said: “We are very happy to be back in the world of motorsport. Interest in motorsport in general and Formula 1 in particular has been growing a lot. It is reaching new consumers and has a big influence on sport and street culture. We are extremely proud to introduce the Three Stripes into F1 as Official Team Partner of the Mercedes-AMG PETRONAS F1 Team – one of the most successful teams ever. Together, we share the passion for speed, innovation and performance. We will support the drivers and the team to push the limits on the track. Off the track we will bring a fresh perspective to the sport by introducing exciting lifestyle product and extending the reach to a new generation of fans. We look forward to supporting Mercedes-AMG PETRONAS F1 and win together.”

Toto Wolff, Co-owner, CEO and Team Principal of the Mercedes-AMG PETRONAS F1 Team said: “Our partnership with adidas is a clear statement of intent as we begin to write our next chapter as a team. adidas is an iconic brand, one that shares our dedication not only to peak performance but to style and sophistication too. This announcement therefore represents a groundbreaking collaboration that will redefine what team and fanwear means in our sport. We are excited to break this new ground and work with adidas as we collectively strive to fight for world championships.”

Richard Sanders, Chief Commercial Officer of the Mercedes-AMG PETRONAS F1 Team, added: “Performance is at the heart of everything we do. The core of our relationship with adidas is rooted in that belief. They are an iconic brand that has achieved record-breaking success in so many other sports. To bring them into F1 as part of our team is therefore not only a great honor, but also incredibly exciting. We look forward to working with them on reinventing what teamwear means to chase every millisecond of performance on and off the track.

“Our shared value of innovation will also be focused on bringing a refreshed energy to our wider fanwear ranges. F1 is riding a cultural wave at present, and we will build on this to provide apparel, footwear, and accessories that engage our loyal fanbase whilst engaging new audiences that continue to discover our sport and our team.”

Euroleague Basketball renews partnership with IMG

Euroleague Basketball, the organiser of Europe’s premier professional basketball club competitions – the Turkish Airlines EuroLeague and the BKT EuroCup – and IMG, a global sports marketing agency, have announced the renewal of their partnership agreement. This extended collaboration will run through the 2035-36 season, building upon the success of their joint venture launched in 2016.

The decision to renew the partnership for an additional 10 years, well ahead of the original agreement’s expiration, reflects the strength of the partnership and follows significant achievements over the past eight seasons. The joint venture has been instrumental in elevating Euroleague Basketball’s global presence and delivering exceptional viewing experiences for fans worldwide.

“This renewal marks a pivotal moment in our shared journey with IMG. Together, we have revolutionised European basketball and set new benchmarks for fan engagement and media production,” said Paulius Motiejunas, Euroleague Basketball CEO. “Looking ahead, the Euroleague Basketball organisation and its shareholders are committed to continuing this successful partnership and bringing even greater experiences to our growing fanbase.”

Under the renewed agreement, IMG will continue to drive long-term growth for the league through media rights distribution – an area that has seen remarkable growth since the inception of the partnership – brand partnerships, strategic consulting, digital services, and streaming. IMG will also continue as the exclusive live events broadcast production partner, further advancing best-in-class production standards that have become a hallmark of sports competitions.

Adam Kelly, President, Media, IMG, added: “We are proud of the transformational growth we have achieved in partnership with Euroleague Basketball. Together, we have significantly increased revenues and reach and reimagined the fan experience through enhancements across commercial partnerships, state-of-the-art production, competition structure, digital, streaming, and data. European basketball has never been in a stronger position, and we are committed to building even greater value for the league, competitions, clubs, partners, and fans for years to come.”

The partnership between Euroleague Basketball and IMG began in November 2015 with the signing of a groundbreaking 10-year joint venture. This collaboration was designed to manage the commercial media rights of Euroleague Basketball competitions, enhance media content production and distribution, and provide wide-ranging support programming. The aim was to expand Euroleague Basketball’s global footprint while delivering a world-class viewing experience for basketball enthusiasts.

In its first season, the joint venture created a new competition model for the Turkish Airlines EuroLeague, a true League. This format, in which all teams compete against each other, has driven exponential growth in audience engagement and established Euroleague Basketball as a premier global sporting spectacle.

With this renewed agreement, Euroleague Basketball and IMG seek to maintain their commitment to innovation, excellence, and the continued growth of European basketball on the global stage. In October 2024, TKO Group Holdings, Inc. (NYSE: TKO) announced it is acquiring IMG from Endeavor. The transaction is expected to be completed in the first half of 2025 and will include the Euroleague Basketball joint venture.

Southampton Football Club inks partnership with Dominoes

Southampton Football Club has signed a new partnership with Domino’s, making them the club’s first ever Saints App Partner. The club’s popular Predict the Score game will now be “delivered by” Domino’s.

As part of the partnership, fans will now have the opportunity to win delicious prizes and access exclusive discounts across Domino’s stores operated by Solent Pizza (full list of stores at the bottom of this article) by playing the free Predict the Score game on the Saints app.

The Predict the Score game was launched on the Saints app at the beginning of this season and has been hugely popular, giving fans the chance to win prizes by correctly guessing the score for each of our men’s first team fixtures.

Southampton FC’s Chief Revenue Officer, Greg Baker, commented: “We’re delighted to have the support of Domino’s as our first Saints App Partner. They’re willingness to add value to our Predict the Score game on the Saints app reflects our own passion to enhance our digital platforms and create meaningful fan engagement. We hope the incredible prizes and exclusive discounts offered by Domino’s add another enjoyable dimension to the game for our fans.”

Wayne Benson, Managing Director of Solent Pizza, T/a Domino’s Pizza commented: “We are proud to be supporting Southampton FC by way of their App Partner, as a local Domino’s franchise operating across South Hampshire, we look forward to delivering outstanding prizes and exclusive offers to Saints fans, combining two great pastimes of football and pizza.”

Max Siegel: Driving Excellence and Innovation at USA Track & Field Ahead of LA 2028

In this exclusive interview, Taruka Srivastav of iSportconnect spoke with Max Siegel, CEO of USA Track & Field (USATF), to discuss his journey leading one of the world’s most successful national sports governing bodies. From fostering inclusivity and innovation to preparing for the LA 2028 Olympics, Siegel shares insights into his leadership philosophy, USATF’s transformative initiatives, and the strategies driving their dominance on the global stage.

You’ve been leading USA Track & Field . What has been your guiding philosophy in steering the organization through a decade of growth and challenges?

Since taking the helm as the CEO of USA Track & Field in 2012, my guiding philosophy has been to foster an environment that prioritizes inclusivity, innovation, and excellence, both on and off the track. 

Over the past decade, USATF has been dedicated to creating opportunities for athletes at all levels and championing diversity, equity, and inclusion within our sport and the US Olympic Movement. I’m proud to say that USATF has become the most diverse National Governing Body (NGB) in the US Olympic Movement, with diverse representation across the organization at all levels. 

USATF has experienced significant growth over the past decade, and our commitment to empower athletes and staff, build partnerships, and drive meaningful change within the sport remains unwavering. 

What are the key initiatives or strategies you’ve implemented to ensure the long-term success of USA Track & Field, both on and off the track?

Athlete support remains our top priority. We drive initiatives that support our athletes both during and beyond their competitive careers, ensuring their long-term success and the continued growth of the sport. For example, in April 2024, we announced the expansion of our maternity support to better address the unique needs of female athletes after they have children and set them up for success when they return to competition. 

Additionally, our recent partnerships with August, a menstrual hygiene product supplier, and skincare brand Neutrogena ensured all athletes have access to everything they might need while at competitions, including the Paris 2024 Olympic Games. 

We also consistently prioritize high-performance investments to ensure athletes have the resources they need to excel globally. These efforts include funding world-class training facilities, comprehensive coaching support, and financial assistance for travel and competition expenses. 

Finally, by creating opportunities such as Journey to Gold and the USATF Grand Prix events, we provide athletes with essential world-ranking opportunities and competitive preparation. 

How has USA Track & Field embraced innovation in training, fan engagement, or competition to stay ahead in the ever-evolving sports landscape?

It is exciting to see the evolution of the sports landscape and particularly the growth of Olympic sports. At the 2024 Olympic Trials, we tried to deepen the connection between fans and the sport through creative collaborations, such as incorporating commentary from pop culture icons like Snoop Dogg. The Trials drew record-breaking viewership, with over 5.2 million people tuning in for Noah Lyles’ 100m final, the highest ratings for the Trials since 2012.

We’ve also expanded our global reach through events like the USATF Bermuda Grand Prix, which saw a 132% increase in viewership in 2024. This event showcased elite performances and highlighted Bermuda’s culture and people and their passion for track and field, creating a deeper connection with fans worldwide. 

With the LA2028 next, what are the primary goals for Team USA, and how are you preparing to achieve them?

We’re very much looking forward to having an Olympic Games on home soil, especially after witnessing the incredible success of Paris 2024 and the impact the Games had on France. A critical component of USATF’s preparations for LA28 is the Journey to Gold strategic roadmap. It is designed to provide athletes with competitive opportunities and the tools they need to excel on the global stage. Events under this roadmap, such as the USATF Grand Prix meets which take place in major cities such as Los Angeles and New York City, have proven successful in helping athletes prepare for major international competitions. These events were instrumental in enabling 19 athletes to compete at the 2023 World Championships and ultimately qualify for Paris 2024.

We have begun planning for the next quadrennial and are exploring innovative ideas to improve the experience for athletes and fans.

We look forward to building upon USATF’s recent successes, including recognition as the Member Federation of the Year by World Athletics in 2024. As part of our commitment to long-term success, we are enhancing athlete support, streamlining pathways to elite competition, and implementing strategic initiatives that are designed to secure our future success. 

Another significant development for us and a key part of our preparation for LA28 is the integration of U.S. Paralympics Track & Field into Team USATF. This historic merge not only strengthens our competitive edge but also underscores our commitment to advancing the sport for athletes of all abilities.

How does USA Track & Field maintain its dominance on the global stage, especially with increasing competition from other nations?

Investing in our athletes is our top priority. We maintain our success by prioritizing investments in grassroots programs and comprehensive athlete development. These efforts are key to ensuring a steady pipeline of future champions and maintaining dominance on the global stage. 

USATF’s commitment to athlete development extends through every phase of an athlete’s career, from youth programs to elite competition pathways. This holistic approach allows athletes to progress seamlessly, equipped with world-class coaching, facilities, and opportunities to compete at the highest levels. 

In 2024, USATF’s youth athletes excelled at the World Athletics U20 Championships in Lima, earning 16 medals, including eight golds, and finishing at the top of the medal and points tables. At the same time, Team USATF’s master athletes were outstanding at the World Masters Athletics Championships, leading the medal count. These achievements highlight the depth and breadth of talent supported by USATF and its ability to empower athletes at every stage of their careers.

What do you hope to leave as your legacy with USA Track & Field, especially concerning its Olympic success?

Team USATF stands as the world’s number one track and field team, a testament to the extraordinary talent, hard work, and dedication of our athletes, supported by an exceptional network of coaches, medical staff and administrators.

My legacy, I hope, will be defined by the foundation we’ve built to empower athletes at every stage of their careers – not only while they proudly represent Team USATF but also in the opportunities that come after competition.

Ultimately, I aspire for USATF to be recognized not only for its culture of excellence and sustained success but also for its leadership in fostering diversity, inclusivity, and community engagement. By making our sport accessible and inspiring to all, we can secure a vibrant and thriving future for track and field.

What strategies have you implemented to grow track and field’s fan base in the U.S.?

The successful hosting of the 2022 World Athletics Championships in Eugene, Oregon, was a pivotal moment for the growth of track and field in the US. It was the first time the event was held in the US, and it laid a strong foundation and provided a platform to engage new audiences, elevate the profile of track and field, and inspire a new generation of fans and athletes here.

In addition to major global events, USATF has prioritized the development of a domestic circuit of meets to grow fan engagement in the US. These meets, inspired by the quality and structure of the Diamond League, are strategically located in major cities like Los Angeles and New York. We also focus on creating a vibrant, festival-like atmosphere around these meets to attract casual sports fans and local communities, making the experience exciting and memorable for all.

How do you approach securing sponsorships and partnerships that align with the values of USA Track & Field? Who are your current commercial partners?

This historic success of USATF over the past decade was made possible by the upward commercial trajectory of our organization. 70% of USATF revenue comes from sponsorship so this has equipped us to enhance competitive opportunities and significantly improve the resources and support available to athletes and the entire USATF community.

Our partners align with our core values and allow for strategic investments that deliver both competitive and organizational success. We seek partners who share our vision of advancing the sport, supporting athletes, and engaging communities meaningfully. 

In the age of social media and streaming, how is USA Track & Field leveraging technology to connect with a younger audience?

We are very invested in using social media to engage with new and younger audiences and give our athletes a platform to build their own brands and presence on social media. We embrace the power of social media to bridge the gap between athletes and fans and create a strong connection to our sport. 

For example, at the 2024 Olympic Trials, we set up a dedicated content creator lounge right next to the mixed zone so athletes could stop in after their races and engage with different influencers. This was a huge success, and we are excited to incorporate similar strategies in our future events, enhancing the athlete-fan interaction even more. 

White Paper: The Transformative Power of Sport – A Catalyst for Change

In this Member Insights piece, David Alexander, the founder and MD of Calacus PR highlights how Sport has long been recognized as a universal language, transcending borders and breaking barriers. Its influence extends beyond the playing field, serving as a powerful tool for social transformation and community development.

Organisations around the world are well aware of the power of sport to make a difference to society.

As Nelson Mandela put it at the inaugural Laureus World Sports Awards in Monaco: 

“Sport has the power to change the world. It has the power to inspire. It has the power to unite people in a way that little else does. 

“It speaks to youth in a language they understand. Sport can create hope where once there was only despair. It is more powerful than governments in breaking down racial barriers. It laughs in the face of all types of discrimination.”

People young and old can learn new skills, grow in confidence and understanding, transform communities through inclusion and turn conflict into understanding through the medium of sport.

The International Olympic Committee and the United Nations have been at the forefront of sporting initiatives to act as a catalyst for sustainable urban growth.

The Sport for Sustainable Urban Development Initiative is part of the IOC’s Olympism365 strategy – which uses sport to promote sustainable development – and involves engagement with UN-Habitat’s extensive networks of city leaders and officials.

In July 2024, the IOC and UN-Habitat signed a five-year memorandum of understanding (MOU). This collaboration focuses on using sport to drive progress in three key areas:

  • Health: promoting active lifestyles and physical well-being in urban communities.
  • Social inclusion: building more equitable, inclusive societies through the unifying power of sport.
  • Urban regeneration: revitalising city spaces to be greener, safer and more sustainable.

Whether it is providing education for refugees or disadvantaged children on a local level or providing ways to grow, sport for good works. 

In the ‘Contribution of sport to society and the economy’ report published by the UK’s House of Lords in 2024, sporting benefits can help build stronger communities by bringing people together. 

“Sport is widely seen as a way for people of different backgrounds to interact and integrate by taking part, volunteering and spectating. It can provide opportunities….to bridge divides between men and women, homeless people and those who are not homeless, and people with different employment backgrounds.”

There is also evidence that sport can help to reduce crime according to a College of Policing evaluation of sports-based interventions, which generated significant economic impacts such as savings for the public purse and lifetime education and employment impacts.

Research undertaken by Manchester Metropolitan University found a positive association between sport participation in school and higher levels of wellbeing for young people, providing a “significant predictor of self-belief and mental toughness, key life skills for young people.”

The following case studies celebrate organisations that have invested time and resources in making a difference to society through sport.

While there are commercial and reputational benefits in doing so, there is no doubt that sport has the opportunity to make meaningful change to society.

Read the full report here. For communications support and information, please contact Calacus via info@calacus.com