Baller League, the innovative six-a-side league shaking up the football scene, has announced a landmark two-year partnership with Nike, uniting the world’s most iconic sports brand with one of football’s most exciting new formats.
The ground-breaking deal sees Nike become official apparel and equipment provider for the league, a partnership that will see every team across the UK, Germany and USA wear custom-made kits designed in close collaboration with Baller League and their managers, cementing Nike’s role at the heart of the league’s future.
The eye-catching match-worn shirts seen in Season Two fuse Nike’s cutting-edge performance innovation with the bold identity and energy that defines Baller League. Fans will have noticed Kai Cenat, Speed and other talent wearing unreleased Total 90 gear in the US announcement trailer – this a partnership that transcends the pitch and is already rewriting the rules.
Nike’s support goes beyond team kits. Over the next two years, referees and staff will be kitted out in official Nike gameday wear and players will receive Nike Tech Suits and lifestyle products for team activities, providing the competition and its players the very best in Nike football apparel. Nike will also supply the official match balls used throughout the league from Season Two in the UK, embedding the brand across all layers of Baller League.
This partnership builds on Nike’s ongoing collaboration with Baller League Germany, where the brand supplied full kits for the Final Four in Berlin, along with apparel for players and staff. The move into the UK marks the next chapter in a fast-growing relationship, as Baller League continues to scale.
Felix Starck, CEO of Baller League, said: “To have Nike on board as our official partner is not just a milestone, it’s a statement. Nike has always been synonymous with creative, dynamic football, supporting the game at every level, and this partnership sets a new benchmark for small-sided football. Together with Nike, we want to create moments that move football culture forward while giving our players the elite-level gear they need to perform at their best.”
The sports media landscape is undergoing a shift in fan consumption, with audiences increasingly moving towards digital-first, on-demand content. This transition is driven by evolving fan behaviors, intense competition and the need for direct fan engagement. The OTT video market worldwide is projected to reach US$343.82bn in 2025, with an expected CAGR of 6.31% from 2025 to 2030, leading to a projected market volume of US$466.82bn by 2030. This highlights its steady growth and long-term potential. This shift in consumption is evident in changing fan habits: 53% of Gen Z sports fans now prefer short highlight clips and demand instant access over full live matches. This behavior is particularly amplified in the high-growth women’s sports sector where a new, digitally-native Gen Z fan base is more likely to engage with athlete-driven stories and highlights on social media platforms than to watch full live matches on traditional television. This is further underscored by the live streaming industry’s projected growth to $184.27bn by 2027, with sports content making up a dominant 86% of that market. This growth is fueled by highly engaged fans, making a data-driven content strategy critical for unlocking new revenue streams and fostering deeper fan connections.
Data-Driven Trends Shaping Sports Content and Engagement
Sports organizations’ strategic mastery of their content is driven by a series of interconnected data-centric trends. These trends leverage advanced analytics and AI to redefine content creation, fan engagement and monetization.
Data-as-Content/ Real-time Performance Analytics: The role of data in sports has evolved dramatically; raw game data is no longer confined to coaches and analysts but has become a powerful tool for creating engaging, real-time content that significantly enhances fans’ viewing experiences. There is a growing demand for interactive sports viewing experiences, extending to features such as multi-casts and in-game betting integrations. Real-time statistics and interactive features are proven to considerably boost fan engagement and monetization.
NFL Next Gen Stats is a prime illustration of transforming raw performance data into compelling content. It leverages player tracking data (e.g., speed, acceleration, distance covered) combined with AI-driven analytics to generate dynamic insights and visualization. These are seamlessly integrated directly into live broadcasts, offering fans deeper context, richer narratives and a more analytical understanding of the game as it unfolds. The impact is enhanced fan immersion, leading to higher ad yields and increased rights value due to the enriched viewing experience.
AI-Powered Hyper-Personalized Content Curation at Scale: Moving beyond basic content recommendations, AI is enabling hyper-personalized content delivery that tailors the viewing experience to individual fan preferences and behaviors at an unprecedented scale. A key driver for fan engagement is that viewers crave hyper-personalization and highly relevant advertisements; nearly one-third of fans actively seek personalization to elevate their sports-viewing experiences.
Hyper-personalization, driven by AI, is the key to fostering deep fan loyalty and retention. MLB.TV utilizes AI to analyze a fan’s historical viewing data, preferred teams and players, and engagement patterns. Based on this, the AI automatically generates a unique, customized video recap for each fan, featuring highlights and analysis that’s most relevant to their interest, delivered daily. The impact is a sticky, highly relevant experience that fosters emotional loyalty, significantly reduces churn and unlocks premium monetization opportunities.
Holistic Fan Data Unification for Lifecycle Management: Achieving a comprehensive 360-degree view of the fan by unifying data from all online and offline touchpoints, is not merely an operational goal but a fundamental imperative for developing personalized engagement and monetization strategies across the entire fan lifecycle. Granular data, such as that collected from Pay-Per-View (PPV) models, provides details and refined fan audience insights. This allows for more precise and targeted analytics compared to less detailed data from passive distribution methods like video-on-demand.
This unification transforms disparate fan interactions into a cohesive understanding of fan lifetime value. For instance, Real Madrid’s digital transformation journey, unifying fan data for 600 million global fans involves integrating data from their OTT platform, social media, merchandise, ticketing and CRM systems.5 This builds comprehensive fan profiles, enabling highly-personalized marketing and bespoke experiences globally, maximizing lifetime fan value.
Sentiment-Driven Content Strategy and Authentic Community Building: Leveraging sentiment analysis to understand the real-time emotions and opinions of the fanbase is a powerful, yet often underutilized, approach to inform content creation, foster authentic community engagement, and significantly enhance brand loyalty. Multi-screen viewing activities are on the rise, particularly social media engagement, as consumers actively seek new ways to connect and be together. This indicates a rich, real-time source of fan sentiment.
Understanding and proactively responding to real-time fan sentiment is crucial for building genuine community and deep loyalty. For example, an NBA team used sentiment analysis to understand fan emotions and identify a craving for more authentic content. They shifted their strategy to feature 50-80% original, behind-the-scenes footage. This led to increased engagement and transformed fans into brand ambassadors by tapping into emotional drivers.
Future Trajectory of Sports Content and Data Analytics
The future of digital sports content will be intrinsically tied to data analytics, driving hyper-personalization and immersive experience. Fans will control their viewing with customizable angles and dynamic data overlays, leveraging VR/AR. Content formats will evolve to be more fluid, bite-sized, and interactive, blurring consumption and participation. Strategic alliances and acquisitions will also be vital to expand content libraries and combat subscription fatigue, using data to identify optimal partnerships and enhance value.
Recommendations for Sports Organizations
To thrive in the evolving digital sports landscape and fully harness the potential of their digital content strategies, sports organizations must strategically embed data analytics at the core of their operations. The following recommendations highlight key areas for investment and development:
– Invest in a Unified Fan Data Platform: integrate all fan data into a robust Customer Data Platform (CDP) for a comprehensive 360-degree fan view, enabling personalized content and marketing to maximize lifetime value.
–Prioritize Real-Time Data Infrastructure and AI-Driven Automation: Invest In advanced real-time data capture, processing and delivery and deploy AI for content creation to meet demand for speed and personalization.
–Implement Advanced Sentiment Analysis: Strategically use AI-powered sentiment analysis on social media and feedback channels to inform content strategy, foster community and enhance brand loyalty by responding to fan emotions.
–Leverage Data for Strategic Partnerships and Monetization: Utilize data analytics to identify optimal alliances, refine tiered pricing and explore new revenue streams to combat fragmentation and maximize ROI.
About EXL: EXL has been partnering with major sports organizations across the globe to navigate issues surrounding data management, viewership, subscriptions and fan engagement to achieve business goals and to strategize for the future. EXL works extensively with these organizations to derive data-driven insights, identify opportunities for growth and deliver end-to-end improvements. To learn more about how EXL can support your organization, please get in touch with us at Sports.Analytics@exlservice.com.
Contributors:
Anuroop Talwar
VP – Head AI & Analytics – Sports Media Entertainment
Managing complex travel logistics for major sporting events is what ATPI Sports Travel does best. At the 2025 Canada Games in St. John’s, Newfoundland and Labrador, our team faced the challenge of coordinating a movement on a scale rarely seen in Canada outside of military operations.
Over the course of two weeks of competition, 5,500 athletes, coaches, team managers, and officials needed to arrive on time and be ready to perform across 19 different sports. Behind the scenes, this meant moving 300,000 pounds of baggage and sports equipment, booking 11,000 seats on 83 commercial and chartered flights, and coordinating arrivals and departures through 15 different Canadian airports, all arriving at one destination.
The pressure peaked on Turnaround Day, when week-one athletes departed and week-two athletes arrived. Shelley Fleming, Senior Project Manager at ATPI Sports Travel, explains: “Turnaround Day is where the true complexity of an event like this comes to life. It’s about making sure every athlete has what they need, exactly when they need it, so the Games can keep moving without missing a beat.”
For ATPI, it wasn’t just about managing travel logistics; it was about creating confidence, removing stress, and allowing athletes and coaches to focus on what mattered most: the Games themselves.
The challenge: two force majeures at once
Despite 18 months of careful planning, ATPI Sports Travel faced not one, but two force majeures while on-site.
On August 11, a wildfire erupted less than 20 km from St. John’s. Entire communities were evacuated, and the second week of competition stood on the brink of cancellation. Within just 12 hours, backup plans were in place to fly the week-one athletes and staff home. Fortunately, shifting winds and dedicated firefighting efforts prevented the worst from happening.
Two days later, on August 13, another challenge hit. Canada’s national carrier announced a strike, putting 1,200 booked seats at risk, many of them reserved for Team Québec, Team Ontario, and Technical Officials.
“Everything was planned down to the last detail,” says Shelley Fleming. “ And then suddenly, we were faced with two simultaneous crises, one natural, one industrial. Each of them could have brought the Games to a halt. Together, they tested every ounce of our resilience.”
With fast decisions, trusted partners, and true team spirit, ATPI Sports Travel kept every athlete and official moving safely and on time.
The solution: fast response and relentless coordination
Over the course of 72 intense hours, ATPI’s experts worked around the clock to keep the Games moving. Two additional charter flights were secured to replace lost Air Canada inventory, while athletes, coaches, and officials were rebooked and rerouted across a patchwork of commercial and charter services. At the same time, oversized baggage and equipment, more than 7,500 items, had to be tracked and transferred, all while managing real-time communication between national sport organizations, Canada Games organizers, and airlines. “The speed at which our team came together to support the challenges presented was incredible,” says Shelley. “Our mission was simple: get every athlete, coach, and official to where they needed to be, on time and stress-free. We didn’t stop until that was achieved.”
The outcome: a skillfully executed Turnaround Day
Despite fire threats, a national airline strike, and a string of operational challenges, from delayed luggage to check-in system crashes and baggage belt malfunctions, ATPI Sports Travel delivered a flawless Turnaround Day at the Canada Games. More than 5,500 passengers transitioned seamlessly between weeks, every seat and bag was accounted for, and not a single athlete or official missed a competition.
As Jayne MacDonald of Diving Canada reflected, “You all pulled off a miracle that I wasn’t sure was possible. You all deserve a huge pat on the back. Thanks so much.”
Key takeaways
ATPI Sports Travel successfully managed one of the most complex logistics operations in Canadian sport: moving 5,500 athletes, coaches, team managers, and officials, 300,000 pounds of equipment, and more than 11,000 booked seats. Within the same week, the team overcame both a national airline strike and a nearby wildfire. In just 72 hours, alternative travel was secured for 1,200 passengers. The result: none of the athletes were stranded, and not a single competition was missed.
ATPI Sports Travel: where precision meets performance
“Our job goes far beyond booking flights,” says Shelley. “It’s about seeing challenges before they arise, solving problems at speed, and giving every athlete the freedom to focus on their performance, not the travel logistics. That’s what we do best.”
“From wildfires to airline strikes, we’ve proven that no challenge is too big. Discover how ATPI Sports Travel can deliver certainty, even in the most complex situations.”
Angel City Football Club (ACFC) has announced a new partnership with Football Manager, the world’s leading football management simulation. The partnership highlights a shared ambition to push women’s football forward, connecting Angel City’s trailblazing work on and off the field with Football Manager’s influence in football gaming.
Developed by Sports Interactive, Football Manager is known for bringing players closer to the beautiful game with unmatched realism, depth and authenticity. With women’s football making its debut in FM26, the game is opening up new opportunities to showcase the talent, stories, and strategy of women’s football like never before.
What This Partnership Means
Next-Level Insights: ACFC will leverage Football Manager’s extensive metrics and data to support scouting & recruitment processes
Coaching Impact: The collaboration will support the growth of ACFC’s coaching network, providing new tools and resources for staff
Player & Staff Content: Fans can look forward to exclusive content featuring ACFC players and technical staff, created in partnership with Football Manager and shared across club channels
Championing Women’s Football: This partnership is about more than data – it’s about setting a new standard for how technology and sport can work together to empower women athletes and inspire the next generation
“We’re excited to join forces with Football Manager, a brand that shares our passion for innovation and progress in football,” said Matt Wade, Assistant General Manager of ACFC. “This partnership not only gives our coaches and players new tools and insights, but also ensures that the world gets to experience Angel City’s story in the game – helping us inspire the next generation of players and fans.”
“We are delighted to partner with Angel City,” said Miles Jacobson, Studio Director at Sports Interactive. “We announced in 2021 that we were adding Women’s Football to our games to help break the glass ceiling and drive the women’s game forward. By working with a trailblazing club like Angel City we’re not just supporting a team, we’re showing what’s possible when football and technology unite.”
Nearly fifty years after Muhammad Ali and Joe Frazier’s legendary 1975 bout immortalized the phrase “Thrilla in Manila”, the Philippines once again found itself at the centre of the boxing world. But this time, the roar wasn’t confined to the ring — it reverberated across malls, digital billboards, and social media feeds as Thrilla in Manila 2 brought the sport’s golden spirit into a modern era of digital storytelling and fan engagement.
The IBA tournament, which concluded on October 29, was much more than a fight card — it was an experience. Organizers fused the emotional legacy of the original “Thrilla” with the energy of a generation raised on smartphones, memes, and hashtags. The result was a week-long celebration of boxing, culture, and community that turned Manila into an open-air festival of sport.
A Skyline Stage: The First-Ever Terrace Branding
In a bold move that symbolized how sports can transcend traditional spaces, the tournament’s branding activation took place for the first time on the terrace of a major Manila mall. Against the shimmering skyline, fans were greeted by giant screens replaying archival footage of Ali and Frazier intercut with promos of the new fighters. Neon lights, dynamic graphics, and rhythmic beats turned the terrace into a living homage — where history met innovation.
“It was surreal,” said Miguel Santos, a 29-year-old boxing enthusiast who travelled from Quezon City. “Standing there and watching Ali’s highlights while the city glowed behind me — it felt like Manila was welcoming boxing home.”
The terrace experience blurred the boundaries between a fan zone and an art installation. Visitors could interact with motion-triggered digital boards that displayed trivia, fighter stats, and historical moments when approached. Many described it as walking through a “digital museum in the sky.”
A City Turned Into a Canvas
Digital boards, murals, and life-size cutouts of the “Thrilla in Manila 2” logo were spread across the city. Fans could pose with them. Also, there was a gallery installed in the Gateway Mall with paintings of the “Thrilla in Manila” fight by artist Jun. Aquino.
For Manila locals, it wasn’t just marketing — it was personal. The campaign reawakened collective memory and civic pride. Clarisse Domingo, a university student, shared on Instagram, “I wasn’t born when the first Thrilla happened, but this made me feel part of that legacy. I took photos with every cutout I found — it’s history meeting us where we are.”
The #ThrillainManil trended across platforms for days, with over 1 million impressions on launch weekend. Influencers and athletes joined in, sharing their own stories about what the original fight meant to their families. It became less about the fight itself and more about what the idea of the fight stood for — resilience, rivalry, and redemption.
Merchandise With Meaning
If the citywide branding built anticipation, the memorabilia and merchandise zone at the venue fulfilled every fan’s dream. The collection ranged from retro-style posters and replica gloves to limited-edition jackets embroidered with both the old and new event logos.
“The merch wasn’t just stuff to buy,” said Antonio Rivera, a 52-year-old lifelong boxing fan. “It was emotion. I bought a glove signed by one of the fighters, but it felt like owning a piece of history. You could feel the respect for Ali and Frazier in every detail.”
To bridge the offline and online worlds, each purchase came with a digital access card that unlocked behind-the-scenes training footage and exclusive post-fight interviews. Younger fans, especially Gen Z audiences, embraced it — making the merchandise not just collectible but interactive.
Fans as the Core of the Experience
Perhaps what made Thrilla in Manila 2 so special was how fans weren’t treated as spectators but as storytellers and amplifiers.
“I’ve been to sports events before, but this was different,” said Lara Villanueva, 23, who attended her first boxing event.
For families and casual visitors, it was a chance to experience boxing in a new light — inclusive, fun, and visually stunning. The mix of generations, cultures, and technologies captured the universal essence of sport: connection.
A Masterclass in Modern Sports Branding
The success of Thrilla in Manila 2 goes beyond the punches thrown. It showcased how strategic fan engagement and citywide digital integration can transform a sporting event into a cultural movement.
By choosing to activate branding across public spaces, the organizers shifted the experience from confined arenas to living, breathing urban spaces. The campaign’s accessibility — both physical and digital — ensured that even those without tickets could participate.
Marketing experts lauded the effort for its blend of heritage storytelling and digital-first innovation. Instead of trying to replicate the nostalgia of 1975, the event reinterpreted it — making the Thrilla spirit relevant for a new era.
The Legacy Continues
As the lights dimmed after the final bout, fans lingered — snapping photos, trading memorabilia, and sharing stories under the glow of the terrace lights. What they carried home wasn’t just memories of a tournament but a renewed sense of belonging to something larger than themselves.
In a world where attention spans are short and sports compete with screens, Thrilla in Manila 2 proved that the right blend of emotion, history, and digital creativity can still stop a city in its tracks.
“Ali and Frazier fought for glory,” said fan Miguel Santos as he looked over the skyline. “We came here to celebrate that spirit — and Manila gave it back to us in every light, every screen, every roar.”
JTA, the world’s leading independent communications and international relations consultancy in sport, has announced the launch of neo, a pioneering digital transformation offer in sport and entertainment, which has already delivered a pilot global campaign that successfully reached over 250 million unique users.
Neo combines expertise from across the world’s best digital agencies to form the Neo collective. The Neo collective comprises specialists with a client portfolio that includes some of the most recognisable global brands, including Marc Jacobs, L’Oréal, Amazon, Lamborghini, the Olympic Games Organising Committee Paris 2024 and the International Volleyball Federation (FIVB). Within the neo collective are JTA Design, a world-leading international design agency; Vagabond, industry experts in full-funnel digital performance; and Sticht, a fan-generated content agency that transforms brand enthusiasts into content creators.
neo has already delivered significant results on a global stage with the launch of the inaugural World Volleyball Day in July 2025.
The campaign reached over 280 million people across social media, generated GBP 1.4 million in earned media value, and drove more than 2 million fan interactions and 826 influencer mentions.
Jon Tibbs, Founder of neo, commented:
“The sports communications industry is at a pivotal moment. Its future will be defined not just by storytelling, but by how the digital space transforms the way those stories are shared and experienced. That’s why we’ve launched neo – to give our friends and partners the tools and insight to lead that transformation. After 25 years of helping to shape the global sports narrative, this is the natural next step for JTA: combining our expertise in sport and communications with the limitless possibilities of digital innovation.”
neo’s mission is to help organisations transform how they attract and retain audiences, create value, remain relevant and credible, and lead change.
neo applies a five-stage model that blends creativity, data and technology to deliver measurable impact. The process begins with assessing a client’s digital reality and identifying hidden potential, before the creation of ideas and moments that can move people and brands. These ideas are then activated through campaigns, experiences and social storytelling, amplified through data, AI and performance insight, and continuously evolved through innovation and reinvention.
neo’s Tech Futurist and strategic advisor to many of the neo collective organisations, Andy Evans, commented:
“The digital space is evolving faster than ever – audiences expect more, and the landscape shifts daily. What makes neo different is that it’s built as a collective – a network of specialists who each bring something exceptional to the table. That kind of collaboration is rare, and it’s exactly what the industry needs right now: joined-up thinking that provides fresh perspectives and helps brands to drive culture.”
Salva Ramirez, Vision Director of neo and Managing Director of JTA Design, said:
“Sport and entertainment don’t wait – they move fast, and digital moves faster. Brands that lead don’t just keep up with culture: they shape it.
“That’s what neo does. It’s in our DNA. We’re built on decades of collective experience. In industries where attention is currency and relevance can be ruthlessly short-lived, neo helps brands to move faster, connect deeper and lead where it matters most.”
TJ Lee, neo’s Digital Pulse Lead and CEO of Vagabond, added: “People want to be part of something that feels real. At Vagabond, we’ve always believed that impact doesn’t come from pushy ads or paid noise, but from creating journeys that audiences actually remember. That’s what neo is all about – an integrated approach that connects creativity and data to build genuine relationships. It’s exciting to be part of the neo collective as we look to redefine how stories are told.”
Michael Pirrie looks at what David Beckham’s knighthood means; the man behind the myth and his key but under recognized role in helping London to win the Olympic Games, an important factor in his new honour.
Spectators were speaking almost as one in thousands of discrete conversations across Stratford in east London as I was leaving the Olympic Stadium at the end of Danny Boyle’s epic Olympic Games Opening Ceremony in 2012, remarking in hushed tones: “I have never felt so proud to be British.”
The cavalcade of the surreal ‘feel-proud’ ceremony scenes included Sir David Beckham accompanying the Olympic torch on a speed boat down the River Thames, destined for the stadium to commence the segment that would ignite the iconic Olympic cauldron and open the Games.
The choice of torch carrier to escort the famous light sabre in the one of the final momentous scenes of the ceremony, safeguarding the passage of the torch and the Olympic dreams it symbolised was a priority selection.
This required a guardian with a special presence and aura who embodied the essence of the flame as well as the London Games, and who could be trusted in one of the biggest moments in recent British history to execute and deliver when it counted the most.
With billions watching on globally there was no margin for error, and it should perhaps have come as no surprise that David Beckham was chosen for this moment – just as he has delivered in so many other major moments
Beckham’s royal moment earlier this week was also a fairytale like ceremony as he knelt before his King
This was another ceremony that made Britain proud; a moment also of fantasy and wonder in deeply divided and tumultuous times
There were no banners or battlements; no trumpets. Just a man and a monarch.
Yet as the King’s sword touched Beckham’s shoulder, something older than either of them seemed to stir – the memory perhaps even of King Arthur and his realm of Round Table Knights.
Beckham’s reference to wife Victoria as “My Lady” even conjured ghosts of Camelot
What this ceremony perhaps conjured most was the idea that honour still can still have meaning.
In the old days, the knights defended the weak which Beckham has helped to do – not with a sword but with service; not in armour but in kindness. His significant funding of charities has assisted those who are helpless and dependent on charity sector.
Chivalry was also central to the code of conduct of the Round Table Knights.
Like Beckham. When Britain came to say farewell to its Queen, he queued with the people for thirteen long hours, shoulder by shoulder. This is perhaps where chivalry lives now – not in legend but in line
They say Beckham could bend a ball through the air like a prayer. If so, his knighthood was perhaps the answer to a personal prayer and honour he has long harboured.
Perhaps what Beckham has also truly bent is time, his knighthood coming long after many expected the honour to come – 20 years ago following his key role in bringing the Olympic Games to London.
While Beckham carried England and Manchester United on his boots, the London Olympics has transformed sport in the UK more than any of his own football feats.
Beckham has championed the causes of King and country and before that his Queen, especially the Olympic bid, a project close to the late Queen Elizabeth 11 and Royal Family.
The knighthood sees Beckham joined in rank with his late legendary Manchester United hero, Sir Bobby, who also played a key role in the London bid.
The knighthood further enhances the Beckham aura, brand and mythology, making it more difficult perhaps to distil the essence of Beckham – in reality if not a bottle.
We saw Beckham’s commitment, empathy and understanding of how big picture causes and projects that can help his country, young people and others through his role as ambassador on the Olympic bid.
Beckham was committed and had become a true believer in London’s bid. As a global superstar he understood the international environment of elite sport like few others and how his involvement in our bid campaign could advance the cause – and his legacy.
The outcome of the London Olympic campaign had become deeply personal for him, and his presence in Singapore for the IOC’s host city decision had a pivotal impact, which is perhaps still not fully recognised.
As well generating international attention and keeping the spotlight on London in the final few days of the contest, Beckham brought enormous credibility to our bid.
As a global football and fashion icon of youth culture and sport, Beckham, in particular, embodied London’s vision to inspire young people
As one of our original ambassadors Beckham had a strong knowledge and understanding of our bid and could talk comfortably and passionately to media and other key influential IOC audiences about London in ways that high profile representative from other bids struggled to do.
He was fully and personally invested. While Beckham was part of our final presentation to the IOC, he had initially planned to fly out of Singapore later that evening with his wife but later asked if he could stay with the bid team to hear the final host city vote by IOC members.
Beckham has fought his own family battles, red cards and redemption; he has experienced grief and glory and won not be force but by grace and resilience. For a fleeting moment earlier this week, King Arthur’s Round Rable was whole again as Beckham reminded the world what England still means.
Michael Payne, the former Marketing Director of the International Olympic Committee (IOC), is widely credited with architecting the modern Olympic marketing model that transformed sport into a global business. In his new book, Fast Tracks and Dark Deals: The Secret History of the Business of Sport, Payne delves into five decades of behind-the-scenes stories—from the creation of the IOC’s TOP sponsorship program to tales of espionage, power plays, and the seismic commercial shifts shaping global sport.
In this candid conversation with iSportConnect’s Taruka Srivastav, Payne speaks about the origins of his book, the evolution of sports marketing, the rise of new power centers, and whether India is ready to host the Olympic Games.
Michael, congratulations on the book. Tell us what inspired you to write Fast Tracks and Dark Deals.
I realized that nobody had really written a history of how the international business of sport began. I was fortunate to have been there almost from the start, in the late 1970s. My goal wasn’t to write an autobiography—it was to chronicle the key characters who created this industry. But as I started piecing it together, I realized I had worked with nearly all of them. So, it became far more interesting to tell it from a first-hand perspective—to take readers into the room during those defining negotiations.
The book covers everything from the Olympics, FIFA, and Formula 1 to the modern global federations—tracing how sport evolved into a trillion-dollar industry. The final chapter looks forward, predicting what the next 50 years might hold. Some of my forecasts might seem radical now, but then again, 50 years ago, so did much of what sport has become today.
You’ve witnessed the transformation of sport into big business. Was there one defining deal that changed everything?
That’s tough to pinpoint because it was more evolution than revolution. But if I had to choose, it would be the launch of the IOC’s TOP program—the global Olympic marketing program. That single initiative not only saved the Olympic movement financially, it completely redefined how corporations viewed sport.
Before that, sponsorship was considered a side activity—an add-on to marketing. But companies like Visa, which had no prior history in sport, saw the Olympics as a strategic marketing platform. They rewrote the playbook. Even Coca-Cola, a long-time sports sponsor, looked at the new model and thought, “That’s a different way of engaging with sport—and the results are extraordinary.”
The TOP program showed that sport could be a mainstream driver of business growth, not just a PR exercise. It changed everything for broadcasters and brands alike.
The title of your book—Fast Tracks and Dark Deals—suggests both progress and controversy. What were some of those ‘dark deals’?
Every industry has its murky corners, and sport is no exception. When big money enters the room, competition gets fierce. In the book, I recount several episodes—from nations pulling every trick in the book to win hosting rights, to personal experiences of espionage and sabotage.
In one instance, during a bidding campaign against Russia, my office was broken into and my hard drive stolen. Later, I found scratch marks on my home door from another attempted break-in. Eighteen months later, I was skiing behind Russian President Dmitry Medvedev and his security team—and I couldn’t resist asking his aide, “Now that you’ve won, can I have my hard drive back?” He just smiled.
Then there were the infamous U.S. TV rights battles—some of the most cutthroat negotiations in sport. One time, Fox spread a rumor that Rupert Murdoch was flying into Lausanne for the final bidding round. NBC panicked, thinking Murdoch never liked to lose, and overnight they increased their offer by $200 million. Murdoch, of course, never turned up. Fox didn’t want to win the rights—they just wanted NBC to blow its budget before the next bidding. That’s the kind of drama that was happening behind closed doors.
That’s straight out of a Hollywood script! Governance has often been sport’s weak spot. Has commercialization helped or hurt integrity?
It’s part of any industry’s growing pains. When big money arrives, so do big temptations. Sport had to learn to live under the microscope. It’s far more scrutinized than any other business because fans care deeply—it’s emotional.
When the IOC faced the Salt Lake City scandal, the global media and governments came down hard. For months, it felt like the IOC might not survive. I used to come to work wondering if the organization would still exist by nightfall. In the end, the total amount of “misplaced” money was about $500,000—on a multi-billion-dollar contract. Compare that to the European Commission, which lost billions and made headlines for just one day.
Sport, for better or worse, is held to a higher standard. The upside is that today, the governance of major federations is among the best in the world—arguably better than many corporations.
You helped shape the Olympic marketing model. How has sponsorship evolved in the era of digital fandom and athlete influencers?
The pace of change is extraordinary. The TOP program has lasted nearly half a century—no marketing program has ever endured that long. But even that model must evolve.
Today, sticking your logo on a shirt or track isn’t enough. Fans expect authentic engagement. There’s so much content competing for attention—TV, streaming, mobile—you need to create campaigns that truly connect.
Sport remains an incredibly powerful tool for connection, but brands have to be more creative and more genuine than ever before. When you do connect, the impact is far deeper than any other marketing channel.
From Saudi Arabia to Silicon Valley, new power centers are emerging. How are geopolitics and technology reshaping global sport?
They’re rewriting the entire playbook. Historically, sport sponsorship was dominated by Europe and North America. Then Japanese companies like Canon, Seiko, and Fuji used global events like the 1982 FIFA World Cup to build international recognition. Korea followed with Samsung and Hyundai, then China with Alibaba—and now the Middle East.
Leaders in Saudi Arabia, Qatar, and the UAE see sport as both a nation-branding tool and a way to develop grassroots participation. It’s not about “taking over,” as some in Europe claim. It’s simply the natural globalization of sport.
Even India is beginning to look beyond cricket. That’s the next frontier. The business of sport is no longer Western—it’s truly global.
Speaking of India, the country is eyeing the Olympics. Can India host a Games successfully—and should it?
Should India host the Games? Absolutely. Taking the Olympics to a nation of over a billion people would be transformative. It could accelerate sports development like nothing else.
Can India host the Games? That’s a tougher question. Staging the Olympics is the most complex peacetime project a country can undertake. The FIFA World Cup, by comparison, is a walk in the park.
To give you perspective: the World Cup produces around 200 hours of live sport over a month. The Olympics produces 10,000 hours in just 17 days. There’s a non-negotiable deadline—whether you’re ready or not, the world shows up.
India’s last major multi-sport event, the Commonwealth Games, didn’t go well. So, the challenge is to prove that the country has learned from that experience. Government, business, and sport must present a brutally honest plan that de-risks the project and demonstrates accountability. If that can be done, then yes—it becomes a very real, and very exciting, possibility.
Finally, what do you hope readers take away from Fast Tracks and Dark Deals?
That sport’s global success didn’t happen by accident—it was built deal by deal, often in smoky rooms, by a handful of visionary (and sometimes ruthless) characters. But more importantly, that the next phase of sport’s evolution will depend on transparency, creativity, and collaboration.
If the last 50 years were about building the business of sport, the next 50 will be about ensuring sport remains worthy of the passion people have for it.
West Ham United and The Kingdom Bank have expanded their partnership, and the bank continues to be the Club’s Official Global Banking Partner.
After initially joining as an Official Regional Partner for the Eastern Caribbean in March 2024, the Dominica-based bank will now work collaboratively with West Ham United to connect with new audiences across the globe, having seen their monthly transactions double over the past 18 months.
As part of the expanded agreement, The Kingdom Bank will continue to champion West Ham United Women, underlining a shared commitment to driving equality and growth in the global game.
This multi-year global partnership will bring The Kingdom Bank’s brand to millions of fans worldwide through prominent pitch-side LED’s, stadium screens, and digital integrations across West Ham United’s significant international platforms. A series of innovative online activations will further strengthen the bank’s visibility among the Club’s international supporter base.
The Kingdom Bank—an award-winning leader in secure, next-generation digital banking—offers tailored financial solutions to corporate clients in more than 80 countries.
This partnership reflects West Ham United’s continued commitment to innovation, digital excellence, and delivering world-class experiences to fans and businesses around the world.
Speaking on the partnership, West Ham United Executive Director, Nathan Thompson, said: “The Kingdom Bank and West Ham United’s continued growth has been testament to our successful partnership together, so it was natural to see them enhance their partnership to access a more global audience.
“We are excited to connect The Kingdom Bank with new audiences in the years ahead, and enable our fans to benefit from their expert global digital banking services.”
Founder of The Kingdom Bank, Nebil Serkan Zubari said: “What began as a regional partnership has grown into a global collaboration that reflects our shared values – excellence, innovation, and connecting with communities around the world.
“This partnership allows us to bring our secure, digital-first banking solutions to an even wider audience, empowering both West Ham United fans and businesses worldwide. We look forward to celebrating many successes together continuing our support of West Ham United Men’s and Women’s teams and building lasting connections with supporters”.
Spectatr.ai announced a strategic partnership with the Association of National Olympic Committees (ANOC) and the Islamic Solidarity Sports Association (ISSA) to deliver real-time AI highlights clips during the 6th Islamic Solidarity Games (ISG), Riyadh 2025. This collaboration, aligned with the wider digital content partnership between ANOC and ISSA, will transform how the Games are experienced globally — bringing high-quality, real-time match, moment, and daily highlights from more than 20 sports over 15 days to National Olympic Committees (NOCs), and fans worldwide.
Amplifying the Islamic Solidarity Games’ Global Reach
Earlier this year, ANOC and ISSA signed a Memorandum of Understanding (MoU) to expand the global visibility of the Islamic Solidarity Games, the ISSA’s premier multi-sport event that will unite 3,500 athletes from 57 National Olympic Committees.
Under the MoU, ANOC will broadcast live events of the Games on the ANOC.TV platform, create digital content in the ANOC.tv studio, and distribute highlights through the ANOC Digital Content Hub — reaching millions of fans worldwide.
Spectatr.ai’s partnership builds upon this vision by providing the AI infrastructure behind real-time storytelling — ensuring that every emotional, decisive, and inspiring moment from Riyadh 2025 is captured, processed, and shared within seconds.
From Action to Emotion: AI-Powered Storytelling at Riyadh 2025
Under this partnership, Spectatr.ai will deploy its low-latency, on-cloud, automated highlights engine – PULSE – across all match streams to identify key moments (goals, finishes, podiums, medal-ceremonies, fight stoppages, record attempts, rallies, spikes, match points, best crowd reactions and other high-value actions) across 20+ Sports, generate short-form clips, attach rich metadata and distribute formatted assets to ANOC, ISSA and their partners in real time. The goal: make every standout athlete moment and story available to rights-holders, federations, and fans within moments of it happening — not hours or days later.
“Our collaboration with ANOC brings AI-powered storytelling to one of the world’s most unifying sporting events.” said Richa Singh, Co-Founder of Spectatr.ai. “We are honoured to contribute to this landmark global sporting event and to showcase every story, moment, and emotion as it unfolds — reaching fans across the world in real time.”
ANOC Secretary General, Mrs Gunilla Lindberg added that the collaboration is key to modernising multi-sport event coverage. “This collaboration reflects ANOC’s continued commitment to innovation and to amplifying the global reach of National Olympic Committees and their athletes. By integrating real-time AI technology into the Islamic Solidarity Games, we are enabling every inspiring performance and emotional moment from Riyadh 2025 to be shared instantly with NOC fans worldwide.”
Real-time highlight capture: Automatic detection and clipping of key plays, emotions, victory celebrations, medal ceremonies and podium moments across 20+ sports for rapid distribution.
Multi-format deliverables: Ready-to-publish videos formatted for social media, and archival use — including mobile-optimized 9:16 vertical versions designed for platforms like Instagram Reels, TikTok, and YouTube Shorts.
Daily highlights for 57 NOCs: Curated daily highlight packages for each participating National Olympic Committee, ensuring every nation and athlete receives consistent exposure across the digital platforms.
Metadata & searchability: Detailed tags (sport, athlete, team, event, timecode, context) to make content easily discoverable and reusable.
These services are designed to scale across all competition venues during the Games, reducing manual editing overhead while dramatically increasing the volume and speed of content available to stakeholders.
About the Islamic Solidarity Games — short history & 2025 snapshot
The Islamic Solidarity Games are a multi-sport event organised by the Islamic Solidarity Sports Association (ISSA) to strengthen bonds between the Organisation of Islamic Cooperation member states through sport. The inaugural Games took place in 2005, and the competition has grown in scope and profile across subsequent editions. The 2025 edition will be the sixth Islamic Solidarity Games and is set to take place in Riyadh from 7 to 21 November 2025, incorporating both traditional disciplines and new additions such as camel racing, duathlon and esports.
Why this matters
Global reach, local stories: By converting key moments into ready-to-share clips, Spectatr.ai helps ensure athletes from all 57 NOCs receive immediate exposure — leveling the playing field for federations with smaller media operations.
Commercial uplift: Faster and more consistent highlight delivery enhances sponsor value and creates new opportunities for short-form monetization across platforms.
Operational efficiency: Automated workflows cut the time and cost associated with manual clip creation, allowing broadcast and social teams to focus on editorial storytelling rather than clip assembly.
Legacy and scale: The technical and operational blueprint established in Riyadh is intended to be reusable across future ISG editions and other multi-sport events, supporting ISSA and ANOC’s long-term digital strategies.
Spectatr.ai’s collaboration with ANOC and ISSA at Riyadh 2025 promises to set a new standard for how regional multi-sport events deliver content to the world — faster, smarter and with richer storytelling.
