Aston Villa names Nemiroff as vodka partner

Aston Villa is pleased to announce Ukrainian brand Nemiroff as the club’s new Official Vodka Partner.

Nemiroff is the award-winning Ukrainian brand, proudly present on five continents, who have been making spirits for over 150 years. Being crowned Vodka Brand Champion 2024, it is also one of the fastest-growing players in the international spirits market.

A multi-year partnership with Aston Villa will see Nemiroff Vodka’s marketing assets displayed across Villa Park on matchdays and diverse hospitality experiences.

Chris Heck, President of Business Operations at Aston Villa, said: “This partnership with Nemiroff Vodka comes at an exciting time for both organisations as we look to grow our international presence.

“Their drive for continuous innovation and authentic collaboration with best-in-class partners chimes perfectly with our core ethos and we very much look forward to working together.”

Yuriy Sorochynskiy, CEO at Nemiroff said: “Nemiroff has a long-standing history of global sports partnerships, and our expansion into football is an exciting next step. Football, like Nemiroff, embodies passion, unity, and the celebration of moments that bring people together.

We are thrilled to embark on this exciting partnership with the top tier of English football – Aston Villa, a club that mirrors our global ambitions and dedication to excellence. Same as Aston Villa, we are rooted in 150 years of tradition yet fuelled by an unwavering pursuit of innovation and growth. With our eyes set on global expansion, we’re eager to engage with football fans around the world who share the same spirit. Cheering On – That’s Our Spirit!”

NFL extends On Location partnership until 2036

The NFL and On Location, a global leader in premium experiences, hospitality and travel, today announced a multi-year extension of their global hospitality partnership. This extension will solidify On Location’s standing as Official Hospitality Provider of the NFL through 2036.   

With the extension, On Location will continue to offer unrivaled access to all premier NFL events, providing fans with unforgettable experiences at the Super Bowl, NFL Draft, Pro Football Hall of Fame, Pro Bowl Games and Scouting Combine. Additionally, On Location’s rights to sell and market International Series Games has been expanded to include all international markets. Official packages feature premium seating, in-venue and out-of-venue hospitality, player meet and greets, unique behind-the-scenes activities and more.  

“Our partnership with the NFL was born out of a desire and commitment to give NFL fans one-of-a-kind, memorable experiences on the sport’s biggest stage, the Super Bowl,” said Paul Caine, President, On Location. “Now we work together across the full breadth of the NFL’s touchpoints, also including the Pro Bowl Games, Draft, Scouting Combine, and growing International Games. Together, we have reimagined what it means to truly be on location, continually expanding our offering to meet evolving fan demand for a more personalized, curated, premium experience that extends beyond just sitting in a seat watching a game.”   

“Since being founded at the NFL, the growth of On Location is truly impressive, and it is now widely regarded as the leader in premium experiences for many of the world’s largest sporting events,” said Peter O’Reilly, NFL Executive Vice President of Club Business, Major Events, and International. “Delivering a world-class experience for our fans is so core to what we do at the NFL. With On Location being acquired by TKO, the impact of our partnership will only be enhanced, giving our fans access and experiences they will never forget. We look forward to working with them around our biggest events for years to come.”   

The extension follows a record-breaking Super Bowl earlier this year, which surpassed previous hospitality sales highs, and continued global growth and expansion. This included record-high number of hospitality packages sold for the first-ever International game held in Brazil, and an NFL Draft that set an attendance record as 775,000 fans experienced the three-day event in Detroit.   

The NFL founded On Location before selling equity to RedBird Capital Partners, Bruin Capital and the Carlyle Group in 2015. In 2020, On Location was acquired by Endeavor, fueling its global growth and continually enhancing the premium fan experience around the biggest sporting events in the world, including the Super Bowl, Olympic and Paralympic Games (Paris 2024, Milano Cortina 2026, and LA 2028), FIFA World CupTM 26, WrestleMania, Daytona 500 and Final Four. Endeavor recently announced that it has reached an agreement with TKO Group Holdings, Inc. for TKO to acquire On Location, in a transaction expected to be completed in the first half of 2025.    

Are we about to wave goodbye to live matches and say hello to all-virtual sporting entertainment?

According to Arc & Foundry’s director David Granger, the answer’s no, but interesting developments are being screened at a bar near you.  

Doing the rounds recently of social channels were the images of a bar in the US showing English Premier League football live.

The difference with the images coming from the Cosm in Los Angeles and your average sports bar was that these weren’t merely big tellys showing the game, the soccer spectators were given a taste of Old Trafford via a massive 9,600-square foot high-resolution screen. It wrapped around the fans and their loaded nachos recreating a corner of the stadium to give them the sensation of sitting in a stand in the northwest of England. Without the weather. 

And this difference in perspective is what grabbed most people’s attention. The size of the audio-visual meant that it really did look like an immersive experience to rival actually going to Manchester. The effect had more than a passing resemblance to the inside of the Las Vegas Sphere – a venue using advanced tech and wrap-around screens to provide a complete event.

The increase in this level of live-but-not-actually-there-in-person viewing is the result, obviously, of advances in technology like LED screens, surround sound and panoramic views. But the replication of a communal atmosphere which this brings also means there is, to a degree, a replication of the unique allure of live sport. And it’s a growing trend. In financial opportunities it’s good for both the remote venue which gains punters and money over the drinks bar and the rights-holders. It becomes more a franchising of the live event, rather than just a screening of Sky coverage in the saloon bar.

Where does this leave the traditional punter? The Newcastle United fan who has for the last 15 years travelled to Leicester mid-week to watch a sodden, sullen score draw? Why bother when there’s a corner of the King Power recreated on Tyneside which doesn’t cost a train journey or a half-day at work?

The benefits of being present are still in existence: the camaraderie of having made the journey, the atmosphere only an away end can generate, the raw energy of being *at* the match or the race. But we may see a shift away from every fan going to every game. A Gen Z/Alpha fanbase may actually appreciate the digital-driven space more, and the revenue model for leagues and rights-holders may move if venues become as good an experience as live. It will also have an adverse effect on cities and towns which rely on an influx of (thirsty) visitors every weekend. 

Several sports, especially ones in the US, have made inroads to create a hybrid model for fan engagement, using augmented and virtual reality at games to make it more appealing to fans – again, especially those in a younger demographic whose attention span may not (actually) be diminishing, but who need to get hooked on events early on.

While sitting, sipping something chilled in an immersive sports bar in sunny Cali may be appealing to fans who can’t make the trip to the Stretford End, if Covid lockdown (remember that?) taught us anything, it’s that it certainly is better to be at game rather than seeing it on a screen. Whatever the scale. You only have to look at the scenes coming out of South America where football matches become firework displays to know that’s an unbeatable, visceral experience. Then again, so is a soggy Silverstone Saturday morning before final F1 free practice, but for slightly damper reasons. The other restraint is that not every lower league English town is going to have a 112m high dome that can seat 18,600 people, and many (most?) fans will want to retain the experience of live sport. What is more likely is that digital experiential activity will complement, rather than replace the live arena.

The Cosm Man United screening is one option for ensuring more people experience watching more sport in real-time but will remain the exception rather than the rule. Although there may be some fans, United’s included, who’d rather not witness some games at all.

Fresh Perspectives and Growing Tech Presence Define SPORTEL Monaco’s 34th Edition

SPORTEL Monaco has never been an event that stays still. Last week there were 160 companies attending for the first time. That means a whopping 20% of the 800 companies present from October 28-20 were newcomers.

“It’s hugely important for us to attract new companies and a large part of the reason is that the companies that have attended year after year, even for 30 years, need the fresh input and interaction,” said Loris Menoni, at his first market as Executive Director of SPORTEL Monaco. “This is a fast-changing business and in order to stay on top you need to be learning and evolving all the time.”

Once again, the numbers speak for themselves. The world’s top sports business trade event drew 2000 participants to the 34th edition and most significantly, 29% of them were content buyers, with 46% of the overall attendance C-level executives.

While Europe supplied two-thirds of the delegates, 16% of them came from the Americas, 10% from Asia and another 10% from the Middle East and Oceania.

“Every year we are seeing technology playing a bigger role in the media market,” added Laurent Puons, Managing Director of SPORTEL. “Anti-piracy, fan engagement and AI already have a strong presence here and the importance of technology will only continue to grow.”

New this year in the in the Grimaldi Forum was an innovation showcase enabling companies to demonstrate their game-changing technology and products.

But tech will not be the only source of new energy for SPORTEL, according to event sales advisor Nick Volante. He predicts the re-emergence of the small agency model. “When I started at SPORTEL almost 15 years ago, we had agencies like MP & Silva and Lagardère here. Now they are gone and the market is dominated by the really big players like IMG and Infront and Dentsu. They will remain because they are so big powerful. But there is a gap for serving smaller rights owners such as many international federations and smaller leagues that don’t get the attention from the biggest agencies and have small staffs, sometimes only one person responsible for all the TV and media work, and just do not have the in-house bandwidth to manage their own media rights. It makes sense for smaller agencies to be playing a renewed role.”

In a month’s time SPORTEL heads to New York for the first SPORTEL Talks taking place December 16th at the New York Hilton Midtown Hotel. The new format will offer an intense afternoon of high-impact discussions and networking opportunities at a fraction of the cost of the annual market.

Puons said. “New York is obviously an important place to be with so many companies there, but it’s also very expensive too, so we are co-locating the event with our friends at SVG. The aim is ultimately to attract new participants to SPORTEL markets.”

SPORTEL Miami will return from April 1-2 at the downtown JW Marriott. The first event in Florida was held more than 20 years ago. There were 1000 attendees then and with the growing profile of Miami as an innovation hub it’s a safe bet that the event will attract a strong turnout next year.

And there may be new destinations farther afield the horizon for SPORTEL. Discussions have taken place about holding an event in India and South Africa is also a possible destination in a couple of years. “We are willing to take risks going to new places, that is not a problem at all,” Puons said. “The question for us is always can we bring participants from the region that we go to? We can always attract European delegates, but if we go to South Africa, for example, we need to have people from the continent there to deliver value for our community.”

The author is Ray James, COO of iSportConnect.

Leicester Tigers renew partnership with Yakult

Yakult announces a renewed partnership with Leicester Tigers, extending their collaboration into the 2024-2025 season.

Yakult has become a key player off the field as an Associate partner in 2021, fuelling their squad with its iconic fermented milk drink to support the wellbeing of the senior men’s team.

As part of the partnership, Yakult will have a presence at Tigers’ home ground in the Mattioli Woods Welford Road Stadium as well as across digital and social activations including access to the team’s players.  

Yakult’s involvement goes beyond commercial interest. The company understands that success starts from the core—whether on the field or in maintaining good health. Yakult recognises the major role that nutrition plays in sport, and how the gut is central to overall health and wellbeing, having worked with many sports associations in this area.

Speaking about the partnership extension, Leicester Tigers Chief Executive Officer Andrea Pinchen said, “It’s great to renew our deal with Yakult, who are contributors to the club in more ways than one. Their support of Leicester Tigers extends to being a part of our players’ preparation and recovery programmes.

“We have had a brilliant working relationship with them during the past three years and look forward to continuing it into the future.”

Yakult National Sales Manager UK & Ireland, Kevin Mansell, added: “At Yakult, we understand the role of nutrition in sport and wellbeing. We are pleased to renew our partnership with Leicester Tigers for a third season and continue to supply the team with their daily Yakult.”  

The partnership also aligns with Yakult’s broader mission to contribute to global health and happiness. Founded in 1935 by Japanese scientist Dr. Shirota, Yakult remains committed to his pioneering principles of preventive medicine and the belief that “a healthy intestine leads to a long life.” These values continue to shape the brand’s focus on promoting wellness through nutrition.

Hisense named first Official Partner of the FIFA Club World Cup 2025

Consumer electronics and home appliance brand, Hisense, has been named as the first Official Partner of the new FIFA Club World Cup.  

The announcement continues the brand’s strong affinity with sports sponsorship following its global partnership for two consecutive FIFA World Cups and three UEFA European Championships.  

The new FIFA Club World Cup 2025™ will unite the world’s 32 top clubs every four years. The partnership with this inaugural edition of the tournament will provide the perfect platform for Hisense to further grow its global brand among fans of the world’s most popular sport and club teams, and to showcase the state-of-the-art technology and appliances with Hisense TVs to be visible across the tournament. 

Speaking at the partnership launch, FIFA President Gianni Infantino said: “We are delighted to welcome Hisense, a global market-leading brand, as an Official Partner of the FIFA Club World Cup 2025™. Hisense’s commitment to innovation and technology aligns with our vision for this tournament, which will bring together the 32 best teams from around the world for an unforgettable celebration of our game that will revolutionise club football.” 

“This partnership will offer fans unique ways to engage with the tournament, both on and off the pitch, while laying a technological and innovation-led foundation for the FIFA Club World Cup to flourish.” 

Arun Bhatoye, Head of Marketing for Hisense UK, added: “As the first Official Partner of the FIFA Club World Cup 2025™, we’re excited to see what next year brings as we advance our global sports marketing strategy. Bringing together the first-class excellence with the top clubs from all six confederations, perfectly aligns with Hisense’s brand values and innovations across our range of categories.” 

The collaboration with FIFA underscores Hisense’s commitment to delivering pioneering home appliance technology in the pursuit of improving everyday life, with innovative products and technologies in enhancing the viewing experiences for fans worldwide and making football more accessible and more engaging for all. 

The Rise of Data-Driven Football: How AI and Analytics Are Shaping the Future of the Game

Football has always been more than just a game—it’s a cultural phenomenon. For decades, intuition, experience, and raw talent were the driving forces behind success. But the landscape has shifted dramatically in recent years, with data and technology now playing a pivotal role in shaping not just how the game is played, but also how it’s understood. This evolution is creating a paradigm where decisions are increasingly data-driven, enhancing meritocracy and inclusivity. I’ve had the privilege of being part of this transformation through Soccerment, and I’ll share some key trends I’m seeing in the industry today.

The Rise of Data-Driven Football

Historically, football data was limited to basic statistics like goals, assists, and possession. Today, with the advent of extensive data collection and advanced technologies such as optical tracking systems, wearables, and AI-powered analytics platforms, teams and analysts have access to more granular data than ever before. Metrics like Expected Goals (xG), Expected Threat (xT), high-intensity running and sprints provide deeper insights into individual and team performance.

These innovations allow sporting directors and coaches to move beyond intuition to more objective decision-making. For example, player scouting or selection is no longer based solely on form or training ground observations but on concrete data about movement efficiency, stamina, and positioning.

How Data is Used and How AI Enters the Equation

Scouting and Recruitment

Scouting has progressively become more data-driven. Traditional scouting methods relied on established networks, quite a lot of travelling, blocknotes and well-trained eyes and gut feelings. Now, with data tools, clubs are finding hidden gems in leagues all over the world and the processes have become much faster than they used to be. Smaller clubs can compete with larger ones by being more effective in their recruitment strategies. Take the examples of Brighton and Brentford for instance. Now that Gen-AI enters the equation, the speed of scouting processes will further increase, exponentially so.

Match analysis

By analysing historical match data for both the team and their opponents, AI can recommend optimal training sessions, line-ups, and pre-game strategies, while identifying strengths and opponent vulnerabilities. During matches, AI provides real-time insights to adjust tactics, working like an assistant coach. It can also predict opponent strategies by using deep learning to recognize patterns from past games.

One of the major future trends in football analytics will be the integration of event data with tracking data collected through wearable devices or computer vision. This combination can reveal spatio-temporal player dynamics, offering new insights into team performance.

Just as AI revolutionised games like chess and Go with innovative, sometimes counterintuitive strategies, it could do the same for football. AI might suggest tactical approaches that initially seem strange but could evolve the way the game is played, pushing players and coaches to adapt to entirely new strategic landscapes, potentially transforming modern football.

Athlete development

In modern football, players are increasingly monitored through data analysis, both on and off the field. This allows continuous optimization of their training and performance. While this level of data-driven monitoring has been limited to elite football, automated and scalable solutions will soon extend these benefits to non-professional players.

Additionally, AI will assist in personalised nutrition by analysing factors like workload, sleep, and genetic traits, offering precise dietary guidance.

AI also plays a key role in injury prevention and rehabilitation. Machine learning algorithms can analyse training loads and injury history, identifying risk factors and adjusting training to minimise injury risks. For rehabilitation, AI can develop customised recovery plans and assess when a player is ready to return to action. Virtual reality (VR) combined with AI is also becoming a valuable tool in recovery, creating simulated environments for safe training and offering real-time feedback on player movements. This combination of AI and data is revolutionising player performance management in football.

AI as a Support and Not a Replacement

As advanced as AI and data analytics have become, it’s important to remember that they are tools to support, not replace, the human elements of football. Emotional intelligence, on-pitch experience, and the ability to understand players’ personalities will always be irreplaceable factors in talent recruitment, coaching, and match analysis. These human qualities provide context to the data—helping to interpret it in ways that an algorithm cannot. The subtle dynamics within a team, a player’s mental resilience, and the intuitive feel for when to make tactical adjustments are traits that only experienced coaches and scouts can bring to the table. While data-driven insights enhance these decisions, football will always be a sport where emotional intelligence and human judgement remain central to achieving strong results.

Aldo Comi is the CEO and founder of Soccerment, who earlier this month were featured in the next cohort of additions to the prestigious and pioneering MLS Innovation Lab.

Tixr teams up with Royal Windsor Horse Show

Tixr has teamed up with the UK’s oldest and longest-running equestrian event as tickets go live to bring modern flair to a cherished celebration.

Framed by the historic Windsor Castle, the Royal Windsor Horse Show has been a hallmark of British equestrian excellence for over eight decades — drawing royalty, enthusiasts, and spectators alike. Now, the celebration of horsemanship is embracing a modern twist by partnering with Tixr to transform the fan experience from start to finish. Our partnership signals a new chapter in the show’s storied legacy, where cutting-edge technology meets timeless tradition.


First held in 1943, the Royal Windsor Horse Show has since become a beloved fixture of British equestrian culture. Today, it is the longest-running and largest outdoor premier equestrian event in the United Kingdom, as well as the only event to host international competitions across Show Jumping, Dressage, Driving, and Endurance. More than 50,000 guests attend each year, often joined by members of the Royal Family.

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By joining forces, we’re excited to bring fans a smoother, more intuitive ticketing experience that truly reflects the grandeur of the show’s royal legacy.

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“We deeply understand that the experience begins at the ticket-buying stage, so we are pleased to have found a ticketing system that aligns with the premium nature of our event,” said Jo Peck, Royal Windsor Horse Show’s Director of Marketing. “We’re especially excited to utilise Tixr’s Rewards feature and engage our patrons post-purchase, implement flexible payment options, streamline the sale of tickets and e-commerce within the same checkout flow, and leverage their advanced marketing tools to strengthen our data-driven decision-making.”

Modern Upgrades to a Timeless Event
For an event as rich in history as the Royal Windsor Horse Show, it’s important that any modernisation adds to the fan experience without taking away from tradition. At Tixr, our cutting-edge platform will simplify the ticketing process, making it easy for fans to secure their tickets and merchandise in one smooth transaction. With Tixr Rewards and flexible payment options, attendees will enjoy greater flexibility, ensuring that the excitement begins the moment they reserve their seat.

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Our technology also provides a centralised platform, allowing the Royal Windsor Horse Show to make more informed, data-backed decisions as tickets go on sale for the 2025 event, running from May 14-18.

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“We are thrilled to announce this partnership with a landmark event in the United Kingdom in the Royal Windsor Horse Show,” said Stephanie Rosa Bauer, Tixr’s Managing Director UK + Europe. “We are continuing to show Tixr’s impact all over the world, showcasing our rapid growth of sporting events under our umbrella.”

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As our presence continues to grow globally, we’re excited to bring fresh innovation and engagement to the Royal Windsor Horse Show. Together, we’re setting a new standard, delivering seamless and memorable experiences for both the event and its loyal attendees.

UEFA commits 1bn euros to grow women’s football

UEFA have launched Unstoppable, a new six-year strategy aimed at making football the most-played team sport for women and girls in every European country, while increasing the number of professional leagues across the continent.

“Unstoppable is our road map to lay the groundwork for a sustainable future, unlocking the full potential of women’s football. As we enter this exciting new era, we must continue with the same passion that has driven us this far. Our dedication to the cause remains as strong as ever. Our mission is simple – to help women’s football gain a prominent place in the European sporting community,” said UEFA president Aleksander Čeferin

Unstoppable is the result of extensive collaboration with football stakeholders across Europe, and outlines UEFA’s plan to nurture the next generation of players, coaches, referees, volunteers and fans.

Building on the success of Time for Action, UEFA’s first-ever women’s football strategy, Unstoppable is set to propel women’s football to unprecedented heights, with eight strategic priorities geared towards achieving four long-term goals.View the full Unstoppable strategy

Unstoppable: four long-term goals for 2030

Over the next six years, Unstoppable will help us make women’s football:

  • The most-played team sport for women and girls in every European country, through developing football pathways for players, coaches and referees alongside grassroots opportunities
  • ­­The home of the world’s top players, with six fully professional leagues and 5,000 fully professional players across the continent
  • The most sustainable and investable women’s sport, with record-breaking UEFA competitions
  • Celebrated for its unique values and community, where everyone believes that they can have a place in women’s football.

“European women’s football has never been in a better place. National teams and clubs are excelling thanks to enormous investments, improved competition structures and thousands of emerging professional playing opportunities.

“Women’s football in Europe has become a sport for the masses, attracting an ever-growing and diverse fan base, and partners that wholeheartedly contribute to its growth. It is our promise to keep investing and collectively lead the game forward, with all European national associations, leagues, clubs, players, fans and partners part of our journey – because women’s football is Unstoppable,” said Nadine Kessler, UEFA managing director of women’s football

Between 2024 and 2030, we will commit €1 billion of competition revenue and UEFA investment to women’s football initiatives, supporting national association grassroots and development projects and transforming our competitions. Following the successful launch of a new competition system and minimum standards framework for national teams, in just a few months’ time UEFA Women’s EURO 2025 is set to capture the world’s attention , before the kick-off of an updated UEFA Women’s Champions League format and the launch of an exciting new second club competition next season.

Top stars including Aitana Bonmati, Giulia Gwinn, Ada Hegerberg and Lauren James have already lent their support to Unstoppable, alongside former England international Jill Scott and leading Swedish referee, Tess Olofsson.

ATPI signs a groundbreaking deal with the Canada Games Council

ATPI, a global leader in travel management and events has announced a groundbreaking partnership with the Canada Games Council (CGC). This agreement appoints ATPI as the official travel services provider for the Canada Games until 2031. 

Selected for its renowned expertise in Sports Travel and Group Travel and Events, ATPI will manage all travel needs for the CGC (including air, train, accommodation, and car rental). Additionally, ATPI will oversee and manage travel for the 4,000+ athletes, officials, and staff as well as equipment movement ensuring seamless and high-quality travel experiences for all participants of the Canada Games. 

The Canada Games, the nation’s largest amateur multi-sport event, brings together over 2,000 able-bodied athletes and athletes with physical and intellectual disabilities. Alternating between winter and summer, the Games feature more than 30 different sports, highlighting the pinnacle of Canadian sport and spirit. The Games are organised under the stewardship of the CGC, which ensures continuity, leadership, and support, fostering enduring partnerships and legacies in communities across Canada. 

ATPI’s extensive experience in sports travel and events management, coupled with a commitment to delivering high-quality services, aligns seamlessly with the vision and strategy defined by the CGC. This collaboration is set to enhance the overall experience for all Canada Games participants, from athletes to officials and support staff. 

“Partnering with the Canada Games Council is an incredible honour and a testament to ATPI’s dedication to excellence in travel management,” said Mathieu Marois, Managing Director Canada, ATPI. “We are committed to providing unparalleled service and support to ensure the smooth and efficient execution of travel logistics for the Canada Games. This partnership underscores our capability to handle complex, large-scale events and reinforces our position as a leader in sports travel management.”