Understanding How Data Analytics Drives Long-term Fan Engagement

Several driving forces are reshaping the sports industry. First, the easing of ownership rules has brought a significant influx of capital into the sports industry, given the industry’s massive growth potential and its predictable and emerging revenue streams. For instance, Europe’s five largest football leagues saw investments from private dealmakers increase from $73.8 million in 2018 to $5.4 billion in 2022.1 These investments – particularly from private equity, pension funds and sovereign wealth funds – typically have a defined timeframe in which the investors aim at maximizing the returns. This has driven a sharp increase in the focus of sports organizations (teams/ leagues) on a stronger return on investment (ROI). 

Another prominent driving force – growing complexity in how sports organizations must serve their core stakeholders – fans! The relationship that fans have with sports organizations is increasingly nuanced and multifaceted, especially due to the fragmentation of the media industry. The rise of social media, saturation of sports content and the emergence of a global fanbase have changed the ways in which fans connect with their favorite teams, making it harder for sports organizations to keep fans engaged.

To keep pace, sports organizations are increasingly investing in data analytics to gather fan insights. However, gathering fan insights alone is not enough; leveraging data analytics to monetize these insights is key. This is where focusing on fan lifetime value (Fan LTV) helps. Fan LTV helps sports organizations develop a more comprehensive understanding of fans’ needs and preferences which they can use, in turn, to unlock new revenue streams by driving long-term fan engagement. 

This research note explores the above drivers in more detail, explains the power of data analytics in maximizing fan LTV and enlists a few practical recommendations on how sports organizations can leverage fan LTV. 

A Deeper Dive into the Sports Industry Transformation Drivers 

Four core drivers are reshaping the sports industry: 

  • Diversifying Investor Landscape & the Increased Focus on a Stronger ROI: In recent decades, US sports teams’ valuations have grown faster than the S&P 500. Outsized valuations, coupled with the opening-up of ownership opportunities have made professional sports organization an attractive investment bet. Consequently, investments – particularly from private equity firms – are on the rise. But these growing investments also increase the pressure on sports organizations to expand their focus from current profitability to future revenue growth through fan engagement, in order to achieve strong risk-adjusted return for investors.

  • Evolving Fan Viewership Habits & the Rising Competition for Fan Attention: The ways in which fans interact with sports organizations is rapidly changing, especially given the change in fans’ viewing habits – from traditional cable subscriptions to streaming services. Moreover, the diversity in fan preferences across international markets significantly adds to the complexity. This challenge is further aggravated by the increasing competition for fan attention owing to the fragmentation of the media landscape. These factors make it imperative for sports organizations to meet these evolving fan preferences through hyper-personalized experiences that can forge and deepen long-term fan engagements. 

  • Emergence of New Revenue Streams & the Broadening Focus on Fan Value: Changing fan habits, rising technological advancements, increasing investor influence and the changing sponsorship landscape are just a few factors that have led to the emergence of new revenue streams for sports organizations. These factors have created new monetization avenues for sports organizations that can be unlocked by creating and measuring a more targeted and holistic experience for fans. This necessitates the adoption of a more balanced approach – one that focuses on both fanbase growth and fanbase monetization – such that fan value remains as the key focus. For example, sponsorship today is no longer based on just brand visibility for a broader reach; it’s based on targeted engagement for specific fan segments as well. As sponsors are increasingly seeking such targeted engagement, the ability to track fan engagement metrics and quantify the potential value of a specific fan segment helps organizations secure more lucrative sponsorship fees. 

  • Proliferation of Data & the Increased Emphasis on Data-Driven Decision Making: Sports organizations are increasingly focusing on gathering first-, second- and third-party fan data to develop a better understanding of fans. The availability of such large volumes of data – gathered from diverse platforms and sources – generates an untapped opportunity for sports organizations to maximize fan engagement. More organizations are turning to data analytics to leverage their massive fan database for deepening fan engagement, developing targeted pricing strategies and unlocking new revenue streams for increased profitability in the long run.

Understanding Fan Lifetime Value 

Fan LTV is the estimate of a fan’s value to a sports organization based on their current engagement and revenue from all transactional and non-transactional touchpoints as well as on their probable future journey (see Image 1). It aims to quantify and predict the potential lifetime revenue/value generated by a fan which helps organizations create more personalized experiences for them to drive long-term fan engagement. Leveraging fan LTV enables sports organizations to expand their focus from immediate revenue and profitability to fostering long-term fan engagement for a sustainable future. 

Image 1: Use of Transactional and Non-Transactional Data for Fan LTV Calculation

A diagram of different types of data AI-generated content may be incorrect.

Organizational Benefits of Fan LTV Estimation

By segmenting fans based on their unique value proposition, fan LTV calculation helps organizations not only foster deeper, long-term connections with fans but also provide valuable insights that enable strategic decisions and increase operational efficiency. Here are three key use cases: 

1.Optimize the Fan Lifecyle: Fan LTV estimation goes beyond basic demographics and analyzes fan behavior across different touchpoints, allowing organizations to segment their fanbase using criteria such as engagement levels, interests, and spending habits. This enables them to develop tailored fan engagement strategies for each fan segment, proactively addressing potential fan attrition and developing targeted marketing strategies to attract fans with high potential future value.

          2. Enable Strategic Decisions: By revealing a fan’s potential long-term value, fan LTV estimation provides sports organizations with a richer fact-base to implement various strategic decisions. For example, organizations can optimize media rights negotiations, secure lucrative sponsorship deal, tailor merchandise licensing strategies by gaining an accurate understanding of fan value. This helps in driving profitability and sustainable growth. 

            3. Increase Operational Efficiency: By understanding which fan segments deliver the highest value, fan LTV estimation enables sports organizations to optimize resource allocation across sales, marketing and customer service, thereby boosting operational efficiency. This includes targeting high-value fans with personalized campaigns, providing tailored merchandise offerings, identifying upselling and cross-selling opportunities and proactively addressing customer service issues to minimize churn and maximize fan engagement. 

              Recommendations

              • Drive Strategic Marketing & Branding Investments with fan LTV Insights: Analyze data from multiple fan touchpoints – including demographics, purchase history, social media interactions, attendance at live events – to identify high-value segments and tailor marketing campaigns that resonate with their preferences. This data-driven approach enables efficient resource allocation, personalized messaging and optimized brand activations, leading to increased fan engagement and stringer brand loyalty.  

              • Leverage fan LTV Insights in Media Rights Negotiations: Maximize media rights revenue by leveraging fan LTV data to showcase the value proposition of the fanbase to broadcasters and streaming platforms. Demonstrate fan loyalty, consumption habits and projected future revenue potential to secure favorable agreements that optimize reach and financial returns. 

              • Secure Lucrative Sponsorship Deals with fan LTV Data: Attract and retain high-value sponsors by utilizing fan LTV data to demonstrate tangible partnership benefits. Provide sponsors with comprehensive insights into fan demographics, engagement levels and predicted lifetime value to forge bespoke partnerships that deliver measurable ROI. 

              • Optimize Merchandise Licensing Agreements through fan LTV-Driven Valuation: Leverage fan LTV insights to accurately assess the long-term value of potential licensing deals. Analyze fan consumption habits, purchasing power and predicted lifetime value to negotiate favorable agreements, optimize product offerings and maximize revenue generation and fan engagement through merchandise sales.

              The Future Is Fan LTV

              By embracing fan LTV, sports organizations can derive a wide-range of benefits that allows them to forge deeper relationships with fans in the long-term and identify/ engage high-value fan segments through tailored fan engagement strategies. With rising sports investments, rapid changes in technology and fan behavior, fan LTV can help sports organizations leverage data and analytics to optimize revenue generation and stay ahead of the curve. 

              References

              [1] PitchBook. (2024, August 14). Every PE connection to Europe’s top football clubs. Retrieved from   https://pitchbook.com/news/articles/private-equity-european-football-dashboard

              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

              Vice President II – Sports Analytics

              Anuroop.Talwar@exlservice.com

              Abhishek Kumar

              Engagement Manager – Sports Analytics

              Abhishek.Kumar19@exlservice.com

              Pulkita Vaish  

              Senior Consultant – Sports Analytics Pulkita.Vaish@exlservice.com

              FIH inks five-year strategic deal with Endeavor Streaming

              The International Hockey Federation (FIH) and Endeavor Streaming have announced a five-year strategic partnership to launch a re-imagined version of FIH’s global streaming service, Watch.Hockey, and drive enhanced digital engagement and fan experience opportunities for the sport. The partnership will create a global content destination for hockey fans to access live action from all FIH competitions and other events from the global hockey community, throughout the year.

              Launching ahead of a packed calendar of FIH events including the FIH Hockey Pro League, the FIH Hockey Nations Cup and the FIH Hockey Nations Cup 2, the enhanced service will stream more than 600 events live to fans around the world, including the FIH Hockey World Cup, the FIH Hockey Pro League, the FIH Hockey Nations Cup, the FIH Hockey Nations Cup 2, the FIH Hockey Junior World Cup, the FIH Hockey5s World Cup and the FIH Indoor Hockey World Cup. Fans will also be able to watch highlights and historical events from the FIH archive on Watch.Hockey, which will be available to access across web, smart TVs, iOS and Android mobile devices.

              Under the partnership, Endeavor Streaming will support and develop the FIH’s D2C strategy to drive long-term digital reach and support its content engagement strategy, through business advisory, audience development, technical deployment, content operations, and end user customer service. Watch.Hockey will be powered by Endeavor Streaming’s Vesper Platform, a complete end-to-end streaming solution that enables teams, leagues, and federations to build upon and deliver highly profitable direct-to-consumer streaming experiences for their fans.

              FIH President Tayyab Ikram said: “Developing and promoting the game is at the very top of the FIH mission. In this regard, the new version of our streaming platform, Watch.Hockey, shall play an even bigger role than ever before in enhancing the visibility of hockey worldwide. By partnering with Endeavor Streaming, I’m delighted that we could win a true leader in this field to help us achieve this major objective for us, and reach the next level. We look forward to a successful partnership, and a great outcome for all hockey fans around the world!”

              Fred Santarpia, President at Endeavor Streaming said: “This partnership combines our world-class streaming technology and digital strategy capabilities to deliver sustained commercial growth for international hockey. Through our long-term collaboration, we’re not only creating a global destination for hockey fans, but helping FIH acquire, engage and grow its digital audience around the world.”

              The partnership leverages Endeavor Streaming’s experience in delivering innovative direct-to-consumer streaming offerings and digital strategy for some of the world’s biggest sports leagues and federations, including the Union of European Football Association (UEFA), the National Women’s Soccer League (NWSL), Ligue 1 McDonald’s, World Rugby, and International Ski and Snowboard Federation (FIS).

              REAP Global Named Presenting Title Sponsor for the CUPRA FIP Tournaments

              REAP Global, a leading payment technology provider, has been officially named the Presenting Title Sponsor of Asia Padel Events (APE), supporting its promotion of CUPRA FIP tournaments across  Southeast Asia. This landmark partnership represents a major step forward in professional padel’s  expansion, reinforcing the sport’s global reach and competitive ecosystem. 

              The CUPRA FIP Tour is the official international padel circuit under International Padel Federation  (FIP). The CUPRA FIP Tour 2025 will introduce a series of tournaments promoted by APE across  Southeast Asia, including Hong Kong, Malaysia, Singapore, Japan, and more. With FIP Ranking  Points and competitive prize money, these tournaments provide a crucial pathway for professional  players to reach the highest tiers of the sport, including Premier Padel. 

              A Game-Changing Partnership for Padel in Asia 

              With REAP Global as the Presenting Title Sponsor of Asia Padel Events, the CUPRA FIP Tour  2025 tournaments promoted by APE are set to: 

              • Expand into new host nations, strengthening the presence of padel across Asia.  • Attract top-tier international players while creating opportunities for local and regional athletes.  • Increase tournament visibility through world-class digital engagement, live streaming, and  media coverage. 

              The confirmed 2025 calendar includes at least ten international tournaments promoted by APE,  featuring: 

              • Hong Kong – Hosting its first-ever FIP Bronze event, a milestone for the city’s sporting  landscape. 

              • Malaysia – Kuala Lumpur debuts its FIP Bronze tournament, reinforcing its commitment to  professional padel. 

              • Singapore – Marking Singapore’s entry into the CUPRA FIP Tour, positioning the country as  a new hub for padel in Southeast Asia. 

              Additionally, Asia Padel Events will organize Challenger Tournaments as parallel events to the  CUPRA FIP Tour, engaging recreational and aspiring competitive players. These tournaments will  provide local athletes and enthusiasts the opportunity to compete, gain ranking points, and be  part of the international padel experience. 

              A Shared Vision for Growth & Innovation 

              Alenna Dawn, Founder of Asia Padel Events, shared her excitement about the collaboration, “Padel  is one of the fastest-growing sports in the world, and this partnership with REAP Global allows us to  take the sport to new heights in Asia. With their expertise in financial technology and innovation, REAP  shares our vision of expansion, accessibility, and long-term sustainability for padel in the region. Their  support as Presenting Title Sponsor of Asia Padel Events ensures that we can bring more CUPRA FIP  tournaments to Asia, giving players greater opportunities to compete on an international level.” 

              Kevin Kang, Co-Founder of REAP Global, emphasized the synergy between REAP and Asia Padel  Events, “We are proud to be the Presenting Title Sponsor of Asia Padel Events, supporting the  expansion of the CUPRA FIP Tour across Southeast Asia. At REAP, we value speed, innovation, and teamwork—the same principles that define padel as a sport. Just as Asia Padel Events is leading the  way in padel’s growth in Asia, REAP is pioneering new financial solutions for businesses worldwide. We  look forward to a long-term partnership that will drive the expansion of both padel and digital finance.” 

              Building the Future of Padel in Asia 

              Asia Padel Events is committed to expanding and professionalizing padel in Asia, collaborating with  FIP, national federations, and key stakeholders to establish a sustainable and highly competitive  professional circuit. With REAP Global’s support as Presenting Title Sponsor, APE remains  focused on making padel more accessible and competitive across the region. 

              Beyond expanding the professional competitive landscape, Asia Padel Events aims to position Asia  as a premier global destination for padel, attracting top-tier international talent, fostering elite  competition, and cultivating a thriving ecosystem for players, clubs, and fans alike. Through  world-class tournaments, strategic partnerships, and grassroots initiatives, APE is shaping the  future of padel in Asia and driving its long-term growth on the international stage.

              The partnership was brokered by Sports Media Gaming.

              Lewis Hamilton & Ferrari Enter the 2025 Season as the Fastest-Growing Team on Social Media in Formula 1

              Lewis Hamilton is known for his speed on the track – but he has helped new team Ferrari accelerate on social media as well.

              Hamilton’s arrival has seen Ferrari surge from third place in the global F1 fanbase to become the fastest-growing Formula 1 team on social media.

              The Prancing Horse team has gained over 5.5 million new followers (+18.7%), marking an unprecedented rise in digital popularity.

              Despite Mercedes maintaining the highest total follower count (38.57m), Ferrari (35.12m) is now nearly level with Red Bull Racing (35.62m).

              Ferrari’s engagement levels have also soared by 42%, enhancing its commercial appeal and unlocking new opportunities for sponsors and partners.

              Hamilton’s immense personal following, 53.1m across social platforms, further amplifies Ferrari’s reach, particularly in expanding F1 markets such as the United States and Asia. This is exemplified in his first post for Ferrari, which became the most liked (5.7 million likes) Formula 1-related post in history.

              Kenny Ager, Global Head of Commercial Development at sports marketing agency WePlay, commented: “Audience and attention are the ultimate currency in sports, fuelling value for broadcasters, sponsors, and marketers.

              “Star athletes have the ability to supercharge audience growth for their teams. Ferrari’s signing of Hamilton is the perfect example of that. Tracking this impact is why we built Power Rankings, a proprietary tool analysing audience size, growth, and engagement across any sports brand or rights holder. With 10 billion+ data points, it delivers precise, head-to-head comparisons on a global scale.”

              Hamilton’s arrival at Ferrari is not just a statement of intent on the track but also a seismic shift in the business of Formula 1.

              His multi-year contract, reportedly valued at approximately $446m, underscores Ferrari’s commitment to securing top-tier talent.

              The UK in particular has witnessed significant F1 audience growth, adding 4.3 million new viewers since 2019, including 1.7 million women following the success of the Netflix documentary series Drive to Survive. With British drivers such as George Russell and Lando Norris already commanding strong UK support for rival teams Mercedes and McLaren, Hamilton’s move to Ferrari strengthens the team’s position in one of the sport’s most engaged markets.

              Alongside Hamilton, Ferrari boasts another social media powerhouse in Charles Leclerc, currently the second most-followed F1 driver and this dynamic pairing ensures Ferrari’s dominance in digital engagement ahead of the 2025 season opener in Australia.

              On the track, Hamilton brings seven world championships and a wealth of experience to Ferrari, a team that remains the most successful in F1 history but has not secured a Drivers’ Championship since 2007 or a Constructors’ Championship since 2008.

              While instant success is never guaranteed, Hamilton’s arrival is expected to elevate Ferrari’s championship aspirations and provide an invaluable boost to Leclerc’s own title ambitions.

              As the 2025 season kicks off, all eyes will be on Ferrari to see if their off-track momentum translates into championship-winning form on the grid.

              Amplifying Women’s Voices in Sports: Leveraging Technology and Data for Equity

              As we just celebrated Women’s Day (8th March), it is not only important to recognise the progress women’s sports have made, but also acknowledge the substantial work that still lies ahead. If you consider the two major representative sports; football and basketball, the steady rise in viewership seen by the Women’s National Basketball Association with new stars Angel Reese and Caitlin Clark leading the way is a classic example of success. Similarly, the finals of the 2023 Women’s World Cup drawing a record-breaking number in both Spain and England is a positive reflection.

              Despite this progress, there is still a long way to go as far as gender biases in the sports industry go. Coverage remains comparatively limited and there are fewer opportunities for female athletes to achieve the same financial success as their male peers. To address this imbalance requires a concerted effort from investors, brands, and broadcasters alike. The opportunity to enhance the visibility of women’s sports and foster gender equity in the industry lies in technology. 

              With the right tools, we can broaden coverage of women’s sports and highlight female athletes that would have otherwise gone overlooked. The opportunity to address this problem is a historical one. Done correctly, the sports world can break down long-standing barriers for women in the industry.

              The Rising Tide of Women’s Sports

              The emergence of women’s sports is two-pronged. On one end, there are established female leagues that have recently grown significantly in popularity. For example,  the Women’s Euro 2022 in football brought in over 360 million viewers, demonstrating the increasing demand for female-led sports content.  

              On the other side, newer leagues are emerging, such as the Professional Women’s Hockey League (PWHL) which debuted in 2023 and generated significant fan interest. Additionally, sports like pickleball, with female athletes comprising close to 40% of the player base, are carving out new spaces for women in sports. 

              Women’s sports are not only gaining attention from fans, but those fans are highly engaged. Female sports enthusiasts are active across various channels—they attend matches, buy merchandise associated with their favorite players such as jerseys, and follow them on social media. These fanbases are loyal and eager for more content. 

              The call for increased visibility isn’t just about expanding coverage; it’s about offering fans the in-depth access they crave.  Technology can help shatter the glass ceiling that has traditionally limited sports visibility.

              Leveraging Technology to Drive Equity

              Broadening the scope of women’s sports requires more than just a desire for greater representation – it demands action. Stakeholders can put this demand into play by implementing the right technology. The sweeping changes empowered by data and artificial intelligence in broadcasting can play a transformative role in providing new opportunities for both established women’s leagues and emerging ones.

              Right now, fans are limited in what they can see. Traditional linear broadcasting channels are often constrained by time slots: Choosing between men’s or women’s sports can be a zero-sum game. However, new technologies through digital platforms spare broadcasters from making this choice. 

              For example, Disney+ Hotstar is leading the charge by enabling sports fans to access live events and distribute content across multiple digital platforms. With flexibility such as the ability to livestream content, distribute it to social media, or cast it on a second screen, sports leagues can be more inclusive in their coverage. They can air more female-led sports, including both established and emerging leagues, and also spend more time highlighting players beyond just the traditional stars. 

              Digital-first platforms offer the advantage of personalization. Unlike traditional TV broadcasts which operate on a one-size-fits-all theme, streaming platforms can provide tailored experiences for fans. For instance, one viewer could watch a PWHL match that focuses on the play-by-play strategy, while another may prefer a feed that highlights player profiles and backstories. This customisation enhances viewer engagement, especially with younger audiences who are increasingly drawn to digital-first, social-driven content.

              Artificial intelligence is instrumental to personalization. The rise of AI-based video editing tools is revolutionizing content production by allowing broadcasters to automatically generate clips and highlight specific players or moments in real-time. With these capabilities, sports leagues can elevate athletes who might otherwise be overshadowed by mainstream stars, thus enabling all players an opportunity to gain recognition and build a fanbase.

              With increased viewership, female athletes will have more monetization opportunities as well. Currently, brand deals are often limited to a small group of high-profile female athletes. Coverage if widened through digital platforms and AI personalization, opens the door for more athletes to enjoy sponsorships, advertising deals, and other revenue streams, having an overall positive impact on the sports ecosystem.

              Technology as the Key to Equity

              Technology and data have the power to transform and break down historical imbalances, offering female athletes the platform, recognition, and financial backing they have long deserved. The current success of women’s sports is not a fleeting trend—it marks the beginning of a new era. One where technology enables deeper fan engagement and innovative monetization strategies, Women’s sports will resultantly be on a trajectory for long-term growth and stability.

              Now is the time to recognise the immense potential of this space. By embracing technological advancements and strategies for recognition, the sports industry can foster a more inclusive, diverse, and equitable future—one where all athletes, regardless of gender, have the opportunity to thrive.

              The author of this article Meghna Krishna is Magnifi’s Group Chief Revenue Officer.

              Euroleague Basketball renews media rights agreement with Saran Media Group

              Euroleague Basketball and Saran Media Group have announced the renewal of their long-standing media rights agreement for an additional four years, covering the 2025-26, 2026-2027, 2027-28 and 2028-29 seasons. This partnership further strengthens Saran Media’s position as a leading broadcaster of premium global sports content in Türkiye. It also promotes Euroleague Basketball´s aim to enhance passionate fan base and a deep-rooted basketball culture.

              Under the renewed agreement, secured by Euroleague Basketball’s strategic partner IMG, Saran Media Group, will continue to hold the exclusive media rights for broadcasting Turkish Airlines EuroLeague and BKT EuroCup games across its platforms. With this agreement, these premier European basketball competitions will continue to be a crucial part of Saran’s impressive portfolio on its linear TV channel, S Sport, and OTT platform, S Sport Plus, which already features top-tier sports organizations such as the NBA, LaLiga, Serie A, Wimbledon, ATP Masters 1000, MotoGP, NFL, and UFC.

              Kenan Saran, CEO of Saran Media Group, added: “Our collaboration with Euroleague Basketball has been a great success over the years. We are excited to further strengthen our relationship and continue providing extensive and high-quality coverage of the EuroLeague and EuroCup. Turkish basketball fans can look forward to another four years of thrilling action.”

              “We are thrilled to announce the renewal of our partnership with Saran Media for another four years,” stated Paulius Motiejunas, Euroleague Basketball CEO. “Turkey remains one of our core markets, with millions of passionate fans following our competitions. With Saran Media’s top-tier production and commitment to delivering high-quality broadcasts, we couldn’t imagine a better partner to continue bringing our thrilling games and engaging content to audiences across the country.”

              This renewed partnership ensures that Turkish basketball fans can continue to follow top teams like Anadolu Efes Istanbul and Fenerbahçe Beko Istanbul as they compete against Europe’s best, including Real Madrid, FC Barcelona, Olympiacos and Panathinaikos BC Athens.

              With an expert, young, and dynamic team of basketball announcers and commentators, S Sport and S Sport Plus will continue to be the home of basketball. They will bring the excitement of EuroLeague, NBA, and NCAA to an audience of 9 million fans.

              F1 team Alpine inks ticketing partnership with Viagogo

              BWT Alpine Formula One Team announces a first-of-its-kind partnership with viagogo, the world’s leading ticket marketplace.

              With viagogo’s platform available in 195 countries and 33 languages, more fans will have access to the thrill of Formula One, enabling BWT Alpine Formula One Team to reach new audiences and grow its global fanbase.

              This partnership extends beyond ticketing – BWT Alpine Formula One Team will leverage viagogo’s cutting-edge technology platform and data insights to engage new audiences and unlock marketing opportunities.

              viagogo’s brand will be visible across BWT Alpine Formula One Team’s garage environment, hospitality areas and digital platforms throughout the 2025 season and beyond.

              The agreement underscores viagogo’s leadership in global ticketing, enabling BWT Alpine Formula One Team to distribute ticket inventory directly on the platform. This makes it easier for fans to access tickets and ensures a secure, fan-friendly ticket-buying experience. This distribution model called ‘direct issuance’ offers fans a wider selection of tickets and more choices for live events.

              Oliver Oakes, Team Principal, BWT Alpine Formula One Team: “The partnership with viagogo is an exciting step to bring BWT Alpine Formula One Team closer to fans worldwide. By making tickets more accessible through a safe and trusted platform, we’re ensuring more supporters can experience the thrill of race day firsthand. We’re committed to enhancing the fan experience and strengthening global presence – this collaboration is a testament to that.”

              Matt Drew, International Business Development Lead, viagogo:

              “We’re excited to partner with BWT Alpine Formula One Team to make attending Formula One races easier than ever for fans around the world. In 2024, fans from 160 countries bought tickets on viagogo to see F1 live, and through this partnership, we will connect even more fans to their favourite races. Our goal is to bring supporters closer to world-class events with a seamless experience, while helping our partner expand their global reach and grow revenues.

              “This partnership also highlights viagogo’s leadership in evolving the ticketing industry, enabling BWT Alpine Formula One Team to directly distribute tickets in our platform – setting a new standard for fan accessibility and engagement in F1.”

              Liverpool FC signs Adidas as official kit partner

              Liverpool FC and adidas have agreed a new multi-year partnership that will see the sportswear giant once again become the club’s official kit partner.

              From August 1, 2025, LFC will wear the iconic three stripes for the third time in its illustrious history, with adidas supplying a range of match kit, training kit and culture wear to all men’s, women’s and Academy teams and LFC Foundation staff.

              LFC and adidas partnered together through some of the club’s most successful eras and memorable trophy lifts, first from 1985 to 1996 and again from 2006 to 2012. During this time the Reds secured an array of silverware, including three top-flight domestic league titles and three FA Cup wins.

              The adidas kit is synonymous with success at LFC and considered among the most universally loved strips with large sections of supporters.

              Billy Hogan, chief executive officer at LFC, said: “Everyone at the club is incredibly excited to welcome adidas back into the LFC family. We have enjoyed fantastic success together in the past and created some of the most iconic LFC kits of all time.

              “adidas and Liverpool share an ambition of success and we couldn’t be more excited to partner together again as we look forward to creating more incredible kits to help drive on-pitch performance. We’d like to thank Nike for their support over the last five years and wish them well for the future.”

              Bjørn Gulden, chief executive officer at adidas, added: “We are extremely excited that adidas and Liverpool Football Club are teaming up once again. The club is one of the biggest and most iconic names in world football with a huge fan base.

              “The jerseys worn during previous partnerships are some of the greatest ever created. We are honoured to once again provide the players with cutting-edge technology to perform at the highest level and are looking forward to creating more classics for the fans.”

              ICC inks partnership with Unilever to strengthen women’s cricket

              The International Cricket Council has announced a groundbreaking partnership with Unilever’s personal care brands Rexona and Dove.

              The two-year partnership, kicking off at this year’s Women’s Cricket World Cup in India and running until the end of 2027, marks the world cricket governing body’s first dedicated commercial partners for the women’s game.

              The first-of-its-kind association announced through a criiio cricket festival event in Dubai, featuring 100 girls and coinciding with the International Women’s Day, will offer a major boost to the promising trajectory of the women’s game.

              Strengthening ICC’s ambitions to accelerate the development of the women’s game on a global scale, the partnership between the two pioneering forces will include other major events in the international calendar such as Women’s T20 World Cups, U19 Women’s T20 World Cups, and the inaugural Women’s Champions Trophy in 2027.

              ICC Chair Mr Jay Shah and Unilever CMO Mr Nitin Agarwal
              The ICC-Rexona association will encompass a range of activities – ranging from the Flag Bearers programme to digital initiatives and experiences during event-time – that aim at breaking barriers and instilling confidence in women and girls on the world stage.

              Beyond the major events, Rexona will also play a pivotal role in enabling participation through a series of women’s criiio festivals while also using its expertise in science and technology to lend support and collaborate on education programmes around women’s hygiene.

              “This International Women’s Day we are proud to announce a groundbreaking partnership with Unilever, which signifies a pivotal moment for women’s cricket,” ICC Chair Jay Shah said.

              “By aligning with a global leader like Unilever and its personal care brands for the ICC’s first ever women’s partnership, we are not only securing valuable commercial support but also reinforcing the growing importance of women’s sport on the world stage.

              “This collaboration will empower female cricketers, inspire future generations, and contribute significantly to the continued growth and success of women’s cricket globally.”

              Chloe Kelly’s Arsenal Return: Navigating Career Crossroads with Poise and Purpose

              In this Member Insights piece, David Alexander, founder and MD of Calacus PR, explores how Chloe Kelly’s return to Arsenal serves as a masterclass in sports communication. From navigating a challenging period at Manchester City to making a strategic move for her England ambitions, Kelly’s story highlights the human side of footballers often overlooked in the professional game. This article delves into the media narratives, public statements, and resilience that have defined her journey back to the WSL spotlight.  

              Chloe Kelly has had a turbulent time of late, and in this month’s Hit & Miss we will discuss what has led to her Arsenal return on loan, and how she has navigated the spotlight on her challenges this season.

              Kelly’s career began at Arsenal, coming through the North-London side’s Centre of Excellence. In a statement released in 2016, when Kelly’s first professional contract was signed, then Arsenal Women manager Pedro Martinez Losa said: “Her potential is huge so we want to give her, not just Chloe but all the young players we have, a chance to help them develop. I think her main strength is in front of goal, she can finish with the right foot, the left foot and there is a lot of potential to work with.”

              Kelly went on to join WSL Division Two side Everton in a three-month-loan loan at the start of the following season in search of more game time. After staying in Merseyside on loan for a second season, she signed for the Toffees permanently in 2018.

              An impressive season saw her named in the 2019/20 PFA WSL Team of the Year, and Kelly then signed for Manchester City on a free transfer in July 2020.

              She is best known for her crucial role in the Lionesses UEFA Euro 2022 triumph, the West-London born star coming off the bench to score the winning goal against Germany in the 110th minute of the final.

              After four and a half years with the Citizens, though, things turned sour in Manchester.

              Kelly found herself left out of Gareth Taylor’s side, starting just one WSL game in the first half of the 24/25 season. 

              With Euro 2025 looming in the summer, she needed to leave City for more game time to have any chance of being selected in Sarina Wiegman’s England squad who are attempting to defend their crown.

              Reports circulated that Kelly was pushing for a move away from City, with her preference to avoid relocating by making a controversial transfer to cross-city-rivals Manchester United, given that her family are settled in the North West. 

              Kelly even deleted her tongue-in-cheek X post, referencing a Drake lyric, aimed at United fans, that stated “Never much love when we go OT” to push for the move across Manchester.

              Despite not being a part of manager Gareth Taylor’s plans, City were understandably reluctant to strengthen a rival by allowing Kelly to sign for United in January, especially amid a battle for Champions League qualification. 

              From Kelly’s perspective however, City were affecting her career and mental health by prolonging the transfer saga, and by not allowing her to move. 

              She made her desire to leave public in a statement on her Instagram account, telling fans: “With my contract expiring in June I’ve accepted my future is not at this club beyond then.

              “With the Euros fast approaching, this summer is a huge one, and I want to be in a position to give it my best shot to represent my country – something which has always filled me with such pride and is a true honour to do so. 

              “However, to be dictated whom I can and can’t join with only 4 months left of the football season is having a huge impact on not only my career but my mental well-being. The situation has dragged on for too long, it’s disappointing and not right.”

              Football fans are often guilty of seeing players as robots who simply play football and forgetting that they are real people whose mental wellbeing is affected by the way clubs treat them. 

              In the world outside of sport, the public would have no qualms with a young, recently married woman wanting to avoid relocating her family by moving to a new job in the same city, and any employer attempting to block this would be lambasted. But football is different.

              It’s the harsh reality of football that players under contract may have their career halted if they’ve fallen out of favour. 

              Kelly touched on this on her Instagram, saying: “I’m at a pivotal point in my life, and my career is so important to me and is very disappointing that the sport we love can make you feel this way, especially after there’s been so much growth in our sport. 

              “This is why I’m posting this because I want to make you all aware that we, as players, dedicate our lives to our sport and our clubs, but our dreams can be crushed whilst we live in silence. I am human, and I have and will give everything to the game that I love. Ultimately I just want to be happy again.”

              Kelly treads a fine line by making this statement, showing the human impact of team exclusion in what is a short career.

              By January 30, the final day of the WSL winter transfer window, Kelly was yet to secure a move away from City. Early on, Brighton had a loan offer accepted by City, but the deal was blocked by Kelly as she still hoped to remain in Manchester, and saw herself as a “top-3 player.”

              Later in the day Kelly signed a return on-loan to Arsenal until the expiry of her Manchester City contract in the summer.

              Following the move Kelly told Sky Sports News: “Things weren’t great and it wasn’t for a while, so I think it’s important that you address those things.

              “But I’m here now at Arsenal and it’s a great time for me to get a smile on my face and enjoy my football again. I’m looking forward to the future.”

              She represents herself in a positive light in this interview, making clear she had no desire to disrespect her old team, and simply wanted to draw a line under the issue and get on with her career.

              She will be hoping her impact on Renée Slegers’s side for the remainder of the season will see her be named in the Lionesses’ squad for the Euros this summer.

              The on-loan Arsenal star did take an initial hit to her England hopes, when she was not named in the initial squad for England’s Nations League ties against Portugal and Spain. 

              England Head Coach Sarina Wiegman explained why at a media conference: “She hasn’t played enough, she has some credit, but now she has to get some minutes at Arsenal, show what she is about and we can revisit.

              “We had a good conversation, she understands. She is not out for the Euros, so hopefully she gets minutes and we can revisit.”

              Regarding her England team omission, Kelly told Sky Sports News: “Sarina is a top manager and I put so much trust into her. She’s been so successful so I think what’s best for the team is me not going to this camp and getting that football in my legs.

              “I want to be at the best for England and Arsenal so it’s really important that I listen to the people around me and move forward.”

              Kelly made her second Arsenal debut on the February 16, coming off the bench to play 30 minutes in the Gunners 5-0 North London derby victory to the delight of the sellout Emirates Stadium crowd.

              When asked about her Euros ambitions following her second Arsenal debut, she told Sky Sports: “I think for me I need to get my head down, work hard, and be ready when called upon.”

              Her comments show an understanding and humility towards the situation she is in. Regardless of the circumstances that led her to this point, she had only started one WSL game this season, and needs to work hard if she is to play for England this summer.

              Kelly did go on to play in England’s Nations League fixtures, having been added to the squad following Arsenal teammate Beth Mead’s injury. She came off the bench in both the Portugal and Spain games.

              Suzy Lycett’s stunning shot of Chloe Kelly’s goal v West Ham for The Gooner fanzine. Credit- Boodlepim

              She then made a positive impact when Arsenal found themselves 2-0 down to West Ham, scoring on the stroke of half-time and helping the Gunners to an eventual 4-3 victory.

              Kelly’s future is still uncertain, with her chances of making the Euro squad still in the balance.

              In a world where footballers are under intense scrutiny, Kelly has managed to navigate the spotlight around her Manchester City exit with grace. She has done what is best for her England career, whilst getting her head down and focusing on her football.

              For communications support and information, please contact Calacus via info@calacus.com