Leading global multi-asset broker HotForex has announced a renewal of the company’s Official Partnership agreement with Paris Saint-Germain ahead of the 2021-22 season.
With this partnership extension, HotForex plans to expand its global presence in key markets around the world while also strengthening its presence in the markets where it already operates. Acting as the French football club’s Official Online Trading Partner for a second consecutive season, the company will continue engaging its clients and football fans with new activities and educating them about the shared values of online trading and football.
Paris Saint-Germain has been at the forefront of this summer’s transfer window, building an incredible squad for the upcoming season, with Sergio Ramos, Gianluigi Donnarumma, Georginio Wijinaldum and Achraf Hakimi joining a star-studded squad already boasting the hikes of Neymar Jr, Kylian Mbappé and Ángel Di María.
Commenting on the extension of the agreement, a HotForex spokesperson said: “We are very proud to renew our partnership with Paris Saint-Germain ahead of another exciting season. Our partnership has proved to charge both parties with even more energy to strive for excellence. We would like to wish the team the best of luck on the pitch for the 2021/22 season and look forward to creating new fan activations which will bring our clients and football fans closer to the action, as well as continuing to help educate people on investing.”
Marc Armstrong, Paris Saint-Germain Chief Partnerships Officer added: “We are delighted to be renewing our partnership with HotForex, a leading broker in the financial industry. It is great for us to be able to collaborate with such a prestigious brand that will provide Paris Saint-Germain’s fans across the world with a reliable and effective trading platform.”
Specialty coffee roaster Tiki Tonga have been appointed as the Official Coffee Partner of the Tour of Britain and Women’s Tour, Britain’s leading procycling events.
Cycling and coffee literally go ‘cup in hand’ and Tiki Tonga Coffee specialises in producing the best coffee for active people. A mixture of performance and social blends, expertly crafted, it aims to be the fuel for all athlete’s superpowers, ‘packing the winning punch’ right there.
Tiki Tonga’s specific aim is to utilise the benefits of caffeine for active sportspeople. With the numerous trends and fads in dietary advice, one thing we do know, is coffee is completely natural, no additives, free from the preservatives and sugary contents of most energy drinks.
Coffee is well known for its health benefits, for instance, did you know that a 75mg serving of caffeine is associated with increased attention and alertness? This equates to just one cup of Tiki Tonga coffee.
Brad Barritt, co-founder of Tiki Tonga Coffee, said: “We are delighted to be taking Tiki Tonga on tour again as it visits some of the most interesting places the length and breadth of the UK. The race will give us the opportunity to meet some of our customers after such a challenging year, and also to find new faces to meet and greet. We look forward to some great rides, plus coffee and conversation long the way.”
Miles Rose, Tour of Britain and Women’s Tour commercial director, added: “I love Tiki Tonga’s range of coffees for all occasions. Coffee and cycling go hand in hand; Tiki Tonga were founded by athletes to not only enjoy coffee, but to also bring people together. I trust our cycling community will enjoy the benefits of this partnership, either at our events or through some of the special promotions we will develop together.”
Tiki Tonga will be available for hospitality guests at both prestigious events in September and October 2021, while also engaging with fans at the Tour of Britain and Women’s Tour stage finishes, where they will have a retail presence in the Tour Village.
The FA and Alzheimer’s Society want to ensure that more people from the football community are aware of dementia, come forward for available support and are provided with the help that they need.
Over the next two years, the partnership will:
• Raise awareness of dementia and the support services Alzheimer’s Society offers to help bring dementia out of the shadows and end the stigma faced by all those who it affects;
• Raise money for Dementia Connect, Alzheimer’s Society’s personalised dementia support service;
• Show how clubs can be more dementia friendly by ensuring that stadiums and grounds are accessible, staff understand the difficulties people encounter and people can enjoy watching football for longer;
• Enable local football clubs and The FA to refer their employees, players, former players and fans to Alzheimer’s Society’s support services so they can access the help that they need; • Offer The FA’s employees an opportunity to become a Dementia Friend and volunteer for Alzheimer’s Society by helping people with dementia to keep connected over the phone;
• Provide The FA with access to leading scientists and research expertise to understand more about dementia causes and risk factors.
The new partnership will officially launch at The FA Community Shield supported by McDonald’s on Saturday 7 August 2021, with activations across The FA’s channels, matchday programme, Wembley Stadium connected by EE’s digital screens and ITV as its new host broadcasters from this season.
Alzheimer’s Society was appointed as the official charity partner of The FA following an open application process that began in March 2021. Several charities were shortlisted and subsequently submitted presentations that were voted on by The FA’s employees and the England national teams.
England players will support and be an active part of the charity partnership, including donating a significant sum to the charity from their match fees. An international fixture will be dedicated to Alzheimer’s Society during the partnership and The FA will match any players’ contributions through funds raised from the Community Shield, as well as employee and external fundraising.
Edleen John, Director of International Relations, Corporate Affairs and Co-Partner for Equality, Diversity and Inclusion, said: “We were really pleased to present our employees and players with an excellent range of charities that were committed to using the power of football as a force for good. We wanted our teams and staff to have a voice in our charity partner selection,so we gave them an opportunity to vote for the one that they are personally and professionally passionate about alongside recognising our organisation’sstrategic objectives.
“Alzheimer’s Society is a fantastic headline charity partner choice. With further research, early treatment and support, many people with dementia will be able to lead full and active lives. Together, we hope to make a significant difference to all those impacted by dementia and to ensure that the football community is aware of the signs, advice available and can access support when they need it.”
Kate Lee, Chief Executive at Alzheimer’s Society added: “It’s been brilliant for all of us to enjoy an incredible few weeks of football after the year we’ve all had. For so many fans and former players living with dementia, that passion and common interest is their form of escapism after a diagnosis. Our partnership with The FA is a huge step in changing how people experience dementia within the sporting industry and couldn’t have come sooner.
“Following a catastrophic time for people with dementia, this is a massive opportunity to help support those who have never needed it more. Together, we can help ensure that the millions of football supporters and their families know our services are here, change how fans and players receive support and create a dementia inclusive industry, so people with dementia can continue to remain part of the game. Together, we can showcase the power of football to change lives for the better.”
The cryptocurrency exchange will present the new Most Improved Player Award and FTX Gold across all LCS matches.
It’s time to extend our gold lead. We’re proud to announce that FTX is the Official Cryptocurrency Exchange of the LCS. Our seven-year partnership with FTX represents the largest sponsorship agreement Riot has ever signed for an esports league.
Starting this weekend, fans will notice FTX branding on the LCS broadcast around the most valuable currency in League of Legends: Gold. Player net worth, total team gold and those rollercoaster gold graphs will all be presented by FTX. Additionally, FTX will directly sponsor the LCS Most Improved Player Award, to be voted on by a cross-section of Rioters, media and team representatives.
At the forefront of every LCS partnership, we consider the sentiment and interests of our fans. This data strongly informs our decision-making process, helping us hone in on partners who are relevant to our audience and can elevate the LCS for years to come. Those metrics pointed to a direct interest in the crypto category, where FTX stands out as an innovative, thoughtful leader in a space our fans understand. Together, we’ve only just begun to press our advantage.
LCS Playoffs begin this weekend with Evil Geniuses versus Dignitas (Saturday at 2pm PT), followed by Cloud9 versus Team Liquid (Sunday at 1pm PT). Catch all the action on Twitch, YouTube, LoLEsports or with your favorite Watch Party streamer.
Cinedigm, the leading independent streaming company super-serving enthusiast fan bases, has announced a partnership with Real Madrid.
The partnership will significantly expand the distribution of the team’s branded sports streaming channel making the team more accessible to North American fans than ever before. Real Madrid TV will feature thousands of hours of fan-centric football content leading up to the 2021-2022 season and will also feature 2-3 matches per week once the season kicks off.
The service will be available in the United States & Canada for linear and AVOD platforms on connected TVs, digital set-top boxes, media-streaming devices, as well as the web. The streaming channel is the latest addition to Cinedigm’s roster of channels currently live across the broader OTT landscape on distribution partners including The Roku Channel, Pluto TV, Samsung, TCL, Tubi and many more.
The deal was negotiated by Josh Thomashow, Executive Director, Acquisitions of Cinedigm, and SPORTFIVE on behalf of Real Madrid.
“Soccer is the most popular sport in the world with an extreme level of fandom,” said Erick Opeka, President of Cinedigm Digital Networks. “Partnering with Real Madrid, and giving this global club an exclusive home to many of the biggest OTT distribution partners in North America, will allow viewers to experience never before released content in the United States. Fans will feel like they are part of all the action with interviews, matches and news they can’t get anywhere else, and content will be refreshed weekly to keep fans engaged.”
With a loyal and passionate global fanbase, Real Madrid is one of the most recognized brands in world sport. Real Madrid is the most successful club in Europe winning the coveted Champions League a record 13 times. Founded in 1902, the club would come to dominate the next century, earning the unprecedented honor of FIFA Club of the 20th Century in 2000. Since then, their fortunes have only increased, and the club has been a highly sought out destination for the best football players on the planet.
The channel will provide viewers one of a kind access to matches, showing 2-3 matches per week during the season of Real Madrid’s La Liga games, as well as their UEFA Champions League and Cup tournaments. In addition, the channel will air classic programing, exclusive club insight, breaking news and more. Over 8,000 hours of content will be made available annually. At launch, the streaming channel will feature the following programming:
Live Press Conferences
Exclusive Interviews
Live Training Sessions
Classic Matches
Magazine Shows
Real Madrid News Programming
Special Features
An innovator in the digital transformation of the entertainment industry for more than two decades, the deal continues Cinedigm’s core mission to entertain the world by building the world’s best portfolio of enthusiast channels and services for the streaming generation. Through a diverse mix of premium SVOD services and dedicated AVOD and FAST channels, Cinedigm’s streaming portfolio reaches indie film (Fandor), horror (Screambox & Bloody Disgusting) and family entertainment (Dove Channel), as well as dedicated channels for iconic entertainers, led by Bob Ross (The Bob Ross Channel). Cinedigm’s ultimate goal is to build destinations that immerse viewers in content they love while staying at the forefront of technology as the streaming industry continues to evolve.
The International Olympic Committee (IOC) has announced that Worldwide Olympic Partner Panasonic has extended its support for the IOC Young Leaders Programme through to 2024. As part of the extension and as the programme’s founding partner, Panasonic will further support the IOC Young Leaders through different initiatives. The company will for example provide its creative and technological expertise, along with its network of influencers and ambassadors, to inspire the Young Leaders and equip them with the skills and tools they need to enhance their projects.
Panasonic’s collaboration with the IOC on the Young Leaders Programme underlines both organisations’ commitment to youth engagement and empowerment. It also demonstrates the IOC’s renewed approach to working more closely with the Worldwide Olympic Partners on purpose-led initiatives that use sport as a tool for social change.
“We are delighted that Panasonic is continuing its commitment to the IOC Young Leaders Programme and investing in the young generation,” said Timo Lumme, Managing Director of IOC Television and Marketing Services. “Thanks to Panasonic’s incredible support, we have been able to continually expand and develop this initiative, allowing us to engage and empower the next generation of sports leaders, who inspire us all with their commitment to creating positive change in their communities through the power of sport.”
“As a Worldwide Partner of the Olympic Games since 1987, and of the Paralympic Games since 2014, we at Panasonic truly believe in sharing the passion and spirit of the Olympic Movement, which aims to achieve world peace through sport,” said Yoshiro Morii, Executive Officer and Director of the Groupwide Brand Strategy Division at Panasonic Corporation. “The IOC Young Leaders Programme represents exactly such a goal of inspiring passion for positive change among youth to create a more ideal society and empower younger generations. It was therefore a natural choice for us to extend our partnership with the IOC on such a wonderful programme and continue to share the passion and inspiration of various young talents around the globe to help build a better world – the same way Panasonic aims to solve social issues through various technological innovations.”
The IOC Young Leaders Programme
Launched in 2016, the IOC Young Leaders Programme empowers young people to leverage the power of sport to make a positive difference in their communities. So far, with the support of seed-funding from the IOC and a network of mentors, these inspiring young people have delivered over 116 sport-led projects in communities across the globe, promoting themes such as education, social inclusion, sustainability and well-being, and directly benefitting more than 30,000 people.
Previously known as the IOC Young Change-Makers Programme, the initiative was renamed in 2019 to reflect the increasingly important role these young people are playing at the heart of the Olympic Movement, with the Young Leaders also attending international events and conferences to spread the message that sport can be used for good across society. In addition, 18 IOC Young Leaders serve as IOC commission members, reinforcing the position of young people in decision-making on the future of sport.
In February, the latest 25 Young Leaders were selected for the new edition of the programme, which has been revamped to ensure that each participant is given the tools, resources and opportunities they need to truly reach their potential as a social entrepreneur.
The new edition will operate as an enhanced, four-year programme, with each participant receiving a total of CHF 10,000 in seed-funding over the four years, supported by weekly learning modules and leadership opportunities.
Worldwide Olympic Partner Panasonic’s continued support
As a founding partner, Panasonic has supported the IOC Young Leaders Programme since 2017 and continues to do so by providing both additional funding to be used as grants and audiovisual equipment, and by producing impactful storytelling that promotes the programme and the Young Leaders themselves. In expanding the scope of the partnership, Panasonic also offers Young Leaders experience-based opportunities such as internships and virtual tours of Panasonic Centre, and skill-learning opportunities to enhance their storytelling capabilities.
Gemma Barton, Head of Participation at British Gymnastics, explains how the organisation’s recently launched participation programme ‘Rise Gymnastics’ can follow up the success of the Olympic Games and give new life to the sport in the UK.
I’m absolutely delighted to announce our brand new participation programme, Rise Gymnastics. It’s been a long time in the making (not helped by the pandemic!) and as the world looks to Tokyo, it feels like the perfect time to inspire the next generation of gymnasts.
With Rise Gymnastics, we wanted to provide our member clubs and delivery partners with the most inclusive, most interactive, and most fun programme we’ve ever had. The best way to do that? To work with our community directly to create something that everyone can connect with and make their own.
“The new programme is hugely innovative and will transform the way recreational gymnastics is delivered across the UK.”
As Head of Participation at British Gymnastics, I am extremely excited about what Rise Gymnastics will mean for the future of our sport – the new programme is hugely innovative and will transform the way recreational gymnastics is delivered across the UK.
A community-centric approach is so powerful in sport; when you’re working with people who are passionate about what sport and activity can do, especially for young people, it makes every sense to put this community at the forefront of your development stage.
We wanted to design a participation programme in Rise Gymnastics that was entirely collaborative, so we worked closely with clubs and delivery partners and in conjunction with the four home nations. The end result – a programme that prioritises the fun of the sport, providing an explorative environment where young gymnasts can express themselves to the full, facilitated by an accessible and frictionless digital platform.
One of the most exciting aspects to this new programme is the digital element, Rise Hub. This means coaches and teachers can plan and track their gymnasts’ progress in a more accessible way. We also wanted to ensure that parents and carers were taken on that journey too – and thanks to Rise Hub, we now have the capability to provide accessible, personalised updates on their child’s achievements and development.
“As young people have been watching the likes of Max Whitlock MBE and Jennifer and Jessica Gadirova taking centre stage in Tokyo, we hope they will have been inspired to jump, forward roll or cartwheel into gymnastics.”
So as young people have been watching the likes of Max Whitlock MBE and Jennifer and Jessica Gadirova taking centre stage in Tokyo, we hope they will have been inspired to jump, forward roll or cartwheel into gymnastics. Our fantastic GB gymnasts will undoubtably inspire many, so let’s champion creativity, to be yourself and give young people the tools to experiment and explore gymnastics in whatever way they want.
Using the feedback and input of the community, we have created something that will give gymnasts the opportunity to experience a progressive and positive holistic journey in the sport. We are proud of what we have achieved together and cannot wait for gymnasts, clubs and delivery partners to experience Rise Gymnastics for the first time.
Not only did we work with clubs and coaches throughout, but the programme itself carries this collaborative ethos forward – every child can shape their own experience with their coach and engage with Rise Gymnastics in a completely unique way.
Every gymnast goes on their own journey when participating in the sport, and we wanted to reflect this by ensuring the programme was highly individualised, where each gymnast is able to learn and develop in their own way, with enjoyment at the heart of their experience.
Recreational participation is especially important as gymnastics is a foundation sport, providing a fantastic base for discovery and development in young people. It builds skills for life, supporting cognitive development, resilience, strength, co-ordination, teamwork and leadership.
Our sport will be an essential part of developing a more active society over the next decade, and Rise Gymnastics will enable gymnasts to experience an immersive, creative and exciting programme, achieving amazing results at their own pace whilst building these key foundation skills.
“We are fully determined to make gymnastics as accessible a sport as possible.”
We are fully determined to make gymnastics as accessible a sport as possible. With this goal in mind, we wanted Rise Gymnastics to be extremely adaptable, with gymnasts and coaches free to be as creative as they like with how they implement it.
Whether clubs and partners follow the program to the full, or add elements to their own existing session plans, we can’t wait to see the injection of creativity that will bring Rise Gymnastics to life.
The programme is available to all British Gymnastics member clubs and partners and is fully adaptable to different delivery environments, meaning there is no need for deliverers to invest in new equipment. As well as being used in any setting the programme can be easily tailored for all abilities too.
Above all, we are so excited about this innovative new approach and cannot wait to see it enjoyed widely by young gymnasts across the UK. It is our ambition that Rise Gymnastics will give every gymnast the opportunity to shine.
The programme will be available to British Gymnastics member clubs and partners from September 2021. To find out more, visit www.british-gymnastics.org/rise-runway.
Gemma Barton, Head of Participation, British Gymnastics
Burnley Football Club is pleased to announce it has partnered with leading British muscle massage therapy brand Pulseroll as its Official Muscle Recovery Technology partner.
The Manchester-based company will see its cutting-edge percussion-based recovery technology be made available to club physios across the men’s first team, Burnley FC Women, under-23s and under-18s next season.
Pulseroll – which recently announced two-time Heavyweight Champion Anthony Joshua as joining its Board of Directors – will provide its vibration massage devices to the club from next season.
Fans will have access to a 10% discount, which will be made available to supporters who are part of the club’s free-to-join Clarets+ membership scheme with products available via the club’s retail system.
Head of Commercial Partnerships Ella Cummins said: “As Burnley FC continues to push innovation we’re thrilled to be partnering with a brand which is truly at the forefront of recovery technology and we wish Pulseroll a warm welcome to the Clarets family. We’re delighted that the men’s, women’s, and academy teams will all have access to Pulseroll’s cutting-edge products to aid their recovery during the season ahead.”
The partnership will see Pulseroll provide the Premier League club with their range of vibrating foam rollers and balls, as well as their award-winning massage gun range. Players and training staff will be able to enjoy the benefits of Pulseroll’s vibration therapy technology which is proven to help increase range of motion by up to 14% and relieve muscular pain by increasing blood flow to the muscles by 22%.
Burnley FC join a growing list of elite sports teams working with Pulseroll including British Rowing, British Gymnastics, Middlesex Cricket Club, as well as Norwich City and Sheffield United.
Pulseroll Founder Paul McCabe said:“We are incredibly proud to partner with Burnley FC and supply them with our recovery products. The club has been on a fantastic journey to become an established Premier League club, which matches the plans and aspirations we have here at Pulseroll to become the leading provider of vibration therapy devices. We will work with the players and staff at Burnley to help them maximise the products and we look forward to seeing the benefits they will have on the team in the coming season.”
Everton Football Club,in partnership with Chiliz, the leading global blockchain providers for the sports and entertainment industry, has announced it is to launch an $EFC Fan Token on the Socios.com app.
Fan Tokens are collectible digital assets that will create new experiences for Everton supporters across the world and allow them to become part of a vibrant digital community on Socios.com.
Engagement opportunities for $EFC Fan Token holders will include the chance to have a say on Club initiatives by taking part in interactive polls that will run throughout the season.
Fans will also gain access to Everton content and experience Socios.com’s geo-location, augmented reality feature ‘Token Hunt’, as well as being able to put their skills to the test against other fans from around the world in Everton-themed games, competitions and quizzes. Taking part will allow Blues to compete in global leaderboards and earn real-life and digital Everton awards, benefits and experiences along the way.
The $EFC Fan Token will launch soon, and all existing Everton Season Ticket, Hospitality and Official Members will have the option to receive a free $EFC Fan Token for a limited time. More information on how to acquire a $EFC Fan Token and the exciting opportunities and benefits that will be available to supporters will be announced in the coming weeks.
A direct-to-consumer (D2C) platform, Socios.com leverages blockchain technology to provide the world’s leading sporting organisations with the tools to engage with their global fanbases.
More than 45 major sporting organisations have partnered with Socios.com to launch Fan Tokens, including FC Barcelona, Paris Saint-Germain, Juventus, AC Milan, Atlético Madrid, Manchester City, Inter Milan, Arsenal and the Argentina and Portugal national football teams, as well as a number of leading teams from F1, NBA, esports and cricket.
Created by Chiliz, the leading blockchain provider for the global sports and entertainment industry, Socios.com has major expansion plans for 2021 and is targeting many more Fan Token launches throughout the world.
The company has multiple office locations across the globe and has already opened new regional headquarters in Madrid, Istanbul, São Paulo and Buenos Aires, with a new office in North America imminent.
Alan McTavish, Commercial Director at Everton, said: “We are delighted to welcome Socios.com to the Everton Family in an innovative partnership that will help bring our global fanbase even closer to the club they love.
“With Socios.com, we will launch $EFC Fan Tokens that will provide supporters around the world with an opportunity to engage with the Club in a new and exciting way, including taking part in polls on Club initiatives. Socios.com are the recognised leaders in blockchain across the sports industry, and the introduction of $EFC Fan Tokens is an exciting opportunity that once again demonstrates the Club’s commitment to engaging with our global fanbase.”
Alexandre Dreyfus, CEO of Chiliz and Socios.com, added:“Everton is a club with great tradition and a passionate, loyal fanbase. It’s also a major name in the most followed football league in the world, with global appeal and a rapidly growing fanbase of followers from all over the planet.
“The Club is embracing Socios.com and Fan Tokens because it recognises the importance and massive potential of fan engagement on a global scale.
“$EFC Fan Tokens will allow Evertonians to become part of a global community of fans brought together by their passion for the Club, where they can enjoy influence, exclusive content, games, competitions and access to once-in-a-lifetime experiences and rewards.
“I’m delighted to welcome Everton on board as our third Premier League partner and can’t wait to bring our shared ideas to life. I also look forward to sharing more news about our exciting plans in the EPL soon.”
The International Swimming League (ISL) and Sky Italia are happy to announce a new partnership for the broadcast rights for the entire Season 3 of ISL in the Italian market.
Sky Italia becomes the ISL’s official Media Partner in Italy for all three phases of the innovative swimming competition during Season 3: the Regular Season in Naples, Italy, from 26 August to 30 September, the Playoffs from 11 to 28 November and the Finals in early January 2022. Sky Sport will show widespread coverage of all the matches featuring the world’s best swimmers competing in an exclusive and engaging “Champions League’’-style team format.
Federica Pellegrini has already confirmed her participation in Season 3, announcing that she plans to continue swimming after the Tokyo Games solely in the ISL.
Other stars set to compete in ISL Season 3 include Caeleb Dressel, fresh from winning five Olympic gold medals in Tokyo, Japan’s Yui Ohashi, Olympic champion in the 200m and 400m medley, 16-year-old 50m breastroke world record holder Benedetta Pilato, who is in search of redempton after the Olympics, and Australian Emma McKeon, winner of four gold medals in Tokyo.
Among the most awaited competitions include the best American and Italian sprinters going head-to-head in the 4x100m freestyle relay – in Tokyo the battle won by USA ahead of Italy. In the 100m backstroke Russians Evgeny Rylov and Kliment Kolesnikov (first and second in Tokyo) will compete against Italy’s Thomas Ceccon, fourth in Tokyo.
90 Tokyo medallists will be in Naples, divided into 10 teams, competing to win a place for their Clubs in the ISL 2021 Playoffs.
Konstantin Grigorishin, founder of ISL said: “Sky Italia is synonymous with excellence in sports broadcasting and we are really pleased to have concluded this partnership. We look forward to working closely together to tell the story of our great champions and grow ISL’s fan base. We are sure that Sky will play a fundamental role in promoting the International Swimming League to a new audience, amplifying the emotion and atmosphere that will be experienced in the pool.’’
