WTA Launches ‘WTA For The Game’ As Part Of Rebranding

The WTA (Women’s Tennis Association) introduces a new corporate identity today, redefining the organization’s strength as a collective unit of inspiring athletes and tournaments.

The launch also reveals a new ‘WTA For The Game’ campaign that highlights the driving forces of the sport, aimed at creating deeper fan connections. The rebranding, which includes the WTA’s first logo redesign in 10 years, coincides with the announcement of a simplified numerical naming system for WTA tournaments.

The WTA was founded in 1973 when Billie Jean King rallied the support of her like-minded colleagues to form an association that would evolve into what is today a membership body representing two equal-partner constituencies: the athletes and the tournaments. Nearly 50 years later, tennis is the leading global sport for women highlighted by some of the most recognizable names in all of sports, with 32 countries and regions represented in the Top 100 of the WTA Rankings.

The sense of collective purpose and empowerment shared by the Tour’s trailblazers and passed on to subsequent generations provides the creative inspiration for the new ‘WTA For The Game’ campaign. Developed for the WTA by design agency Landor Australia, the new brand identity and marketing campaign will be fully integrated across the WTA, including television graphics, print materials, tournament branding, advertising, promotion and digital and social media.

New Logo

The WTA’s new brand image incorporates a dynamic reworking of the familiar letters W, T and A – with a tennis ball functioning as the crossbar of the A – and marks a return to a silhouette of a female tennis player. The serve action pictured in the logo was given prominence for its literal and figurative significance to the WTA. The serve is the only shot in tennis where the player has absolute control and where the point begins. It also accentuates the fearless initiative taken by the WTA’s early founders who took control of their destiny and blazed a trail for the women of tennis today. The symbol makes subtle references to the sport’s global nature, framing the athlete within a circle that evokes the universal spirit of the WTA’s platform.

“The WTA is built on the grit, passion and determination of generations of athletes and tournament promoters,” said Micky Lawler, President of the WTA and head of marketing initiatives. “Our new logo embraces the visual language of tennis ad celebrates heroic women who come together ‘For The Game.’ We will wear it as a badge of pride and a reminder of the power of unity among strong individuals – by joining forces, we build something bigger than ourselves.”

Marketing Campaign: ‘WTA For The Game’



The ‘WTA For The Game’ campaign will be highlighted by several consumer touchpoints, including 30 and 60 second commercial spots as well as influencer stories that will be broadcast, published and posted across WTA player, tournament and affiliate channels. To enhance brand synergy while building consistency for tennis fans, tournaments will have access to a range of marketing collateral, with scope to feature a wide array of WTA athletes, to meet their individual promotional needs.

Using the slogan ‘WTA For The Game’ as a starting point, fans are provided new insights into the individual narratives of players as they describe the defining moments that have shaped their tennis journey and what gives their game purpose. Furthermore, a series of fan engagement activations will be released as the 2021 season begins.

“From both the sporting and business perspective, we were inspired by the WTA’s inherent qualities of leadership, fearlessness and shared purpose, and aimed to deliver a brand strategy and visual platform that players and tournaments could use to amplify this powerful message,” said Jessica Murphy, General Manager of Landor Australia. “Fans are enthralled by individual skill and athleticism, but they also invest deeply in what motivates these head-turning women on and off court. Exploring these driving forces – the similarities and differences – is a key element of the brand.”

LaLiga Partners Mondia To Offer Exclusive Content To Fans

LaLiga has signed mobile technology company Mondia group as its technology and commercial partner for the creation of LaLiga Xtra, its first ever subscription-based mobile platform, to offer exclusive content and experiences to sports fans.

Through an agreement with Orange group, the platform will be made available in the coming months to the operator’s millions of customers in its Middle East and Africa regions. This is the initial roll-out of the platform and Mondia will continue to distribute the offering through other partnerships across the globe.

Users of LaLiga Xtra will be able to choose daily, weekly or monthly subscription packages and will find a multi-language platform rich in exclusive content and experiences for football fans. It includes video, images, articles, and infographics as well as upcoming fixtures and in-depth player and club info.

In addition, users can play games such as quizzes, a prediction challenge and LaLiga’s fantasy football game, with the option to compete against other users. Exclusive interactive experiences will also be on offer to LaLiga Xtra subscribers, including the chance to take part in a live chat with a LaLiga Ambassador.

There are 70 countries lined up to host this platform with availability for each country to be announced over the coming weeks and months. The platform will be available on desktop, mobile and tablet devices and will be hosted within the Orange ecosystem.

Speaking about this launch, Óscar Mayo, LaLiga’s Head of Business, Marketing and International Development, said: “This is an exciting venture between two organisations with an extensive global reach and the desire to build communities of football fans through engaging content and new experiences. We want to entertain fans all week long, not only during the 90 minutes of a match, and we are convinced that LaLiga Xtra will achieve this. Our goal has always been to get closer to fans across the Middle East and Africa to show everything that Spanish football has to offer. We’re excited to continue building these connections by working with Mondia and Orange group.”

Mondia has reached 1.4 billion global users and counting, having worked with brands such as Disney, Nintendo, Sony, Universal and various telecommunications companies. In this case, Mondia will organise integrations between LaLiga and Orange and will develop, manage and maintain the platform. Mondia’s digital payment entity, Mondia Pay, as the official digital payment partner, will direct payments through direct carrier billing and other cashless payment options.

“Our partnership with LaLiga is an endorsement of our expertise in creating digital experiences for all. Our ability to create an end-to-end solution including digital payments, is the real value Mondia brings together with our experience in operating in many markets across the globe”, said Paolo Rizzardini, Chief Commercial Officer at the Mondia group. “LaLiga is a premium content partner with a commitment to delivering exceptional experiences to their audiences, and we are thrilled to help make the initiative a reality”, he added.

Leaning on its two decades of experience, Mondia is adapting marketing strategies and promotions based on each market to tap into local nuances and cultures. The Orange group will also assist in this sense by contributing to campaigns, both online and offline.

While this new platform will initially be enjoyed by Orange group customers, there are plans to expand to more telecommunications companies around the world in the future. In addition, LaLiga and Mondia will study the data to refine the platform and to provide a continually improving user experience over time.
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Fulham Football Club Signs ClearScore As Sleeve Sponsor

Fulham Football Club has signed ClearScore as Official Principal Partner & Sleeve Sponsor, until the end of the current 2020-2021 season.

With over 9 million users in the UK, ClearScore is the country’s number one credit scoring and credit product marketplace. Their vision is to transform people’s attitudes to money and help them get on in life, as well as helping people to stay ahead of fraudsters with their free dark web monitoring tool, ClearScore Protect. Based in the capital a short distance from Craven Cottage, ClearScore is committed to having a positive impact not only on the nation’s financial wellbeing but also on local organisations in and around their home in South West London. This is the first time the company has partnered with a football club.

The ClearScore logo was visible on the sleeves of the Fulham players during last two Premier League fixture against Everton and Leicester City and will appear on the sleeves until the end of this season.

In addition to presence on the sleeves of the 1st team shirts, the ClearScore brand will also receive significant exposure to a worldwide Premier League audience via the club’s LED perimeter advertising and scoreboard on match days at Craven Cottage, as well as enhanced player content generation during the term of the partnership.

CEO and Co-founder of ClearScore Justin Basini said: “After what has been a difficult period for everyone, we’re delighted to be partnering with Fulham Football Club this 2020-2021 season, and bringing ClearScore’s vision for financial wellness and resilience to a new audience. We’re excited to be supporting Fulham, and wish them the best of luck for the rest of the season.”

Alistair Mackintosh CEO of Fulham FC added: “We are delighted to welcome ClearScore on board as Official Principal Partner and Sleeve Sponsor for 2020/21. We are excited to work with a progressive organisation which offers a broad range of financial information and services for free. The ClearScore logo complements our stylish playing shirts and provides fantastic exposure for the ClearScore brand to a global football audience.”

How To Launch These 10 Remarkable Esports Campaigns

2020 has been an uncertain and frustrating year for the sports industry. Many leagues have been postponed or even canceled, while clubs are losing a great deal of matchday revenue. At the beginning of the crisis, a few athletes started streaming FIFA tournaments against each other. Some clubs picked up on the trend and started their own esports campaigns.

While the matches were warmly received by thousands of fans, they were not optimized for team or sponsor purposes. However, with a second wave of the Coronavirus coming, sports federations and leagues can now take matters into their own hands to reap the full benefits of esports marketing.

Read the full story here – https://strivecloud.io/blog/10-esports-campaigns/

Leeds United Signs Hisense As Official Partner

Hisense, one of the world’s leading consumer electronic brands has agreed a two-year agreement with Leeds United to become an Official Partner of the club.

The new partnership will see Hisense, whose UK headquarters are in Leeds, support the newly promoted club in an initial partnership which includes LED perimeter advertising, media interview backdrop branding and extensive branding of the prominent East Stand. The deal will also see Hisense award winning televisions installed at both Elland Road and the Thorp Arch training ground.

Founded in China in 1969, Hisense is the world’s fourth-largest manufacturer of televisions and home appliances. As well as the core range of televisions and refrigeration appliances, Hisense also launched a cooking range in 2019, featuring hobs, hoods, ovens, and dishwashers. In recent years, the brand has become increasingly involved in professional football on a global scale, serving as an Official Sponsor of the 2018 FIFA World Cup in Russia, and of the re-scheduled UEFA Euro 2020 tournament.

Leeds United will be working pro-actively alongside Hisense UK to spearhead the brand activity, including exclusive fan offers, sponsorship optimisation and innovative brand activations showcasing the latest brand technologies over the next two seasons.

Through the partnership Leeds United will extend their own global brand reach via an exclusive Club branded App which will deliver LUTV and exclusive club content onto the Hisense VIDAA Smart TV platform

Howard Grindrod, Hisense UK’s Vice President, said: “Leeds United are a huge club with an iconic stadium, so we’re delighted to announce this profile partnership with one of the biggest clubs in England.

“We have a wealth of experience within the football sector internationally, and this is a fantastic opportunity to involve ourselves in a partnership with a Premier League club – even better that it’s a club on our doorstep.

“Leeds United pride themselves on attention to detail, which is something we feel resonates directly with Hisense and our product range such as 4K ULED TVs. As excitement continues to build into the new season, we’re looking forward to kicking off our partnership and supporting the local community and being part of arguably the best league in the world.”

Paul Bell, Executive Director at Leeds United added: “We are delighted to welcome Hisense into our Official Partners programme. As one of the leading consumer electronics brands in the World is further testament to the strength of the Leeds United brand that Hisense have chosen to Partner with the Club on our return to the Premier League.

Through the partnership Hisense will receive significant brand visibility through the  Partnership, globally through the Premier League TV footprint and regionally through their high profile branding on the East Stand here at Elland Road that directly overlooks the M621 motorway and is seen by over 30 million vehicles annually.

As part of this partnership we are also excited about extending the reach of our video on demand channel LUTV and creating unique Club content for the Hisense VIDAA Smart TV Platform, taking our content into millions of homes.

We look forward to working with the team at Hisense to showcase their latest technologies and help to grow their brand presence within the global consumer electronics market.”   

Envision Virgin Racing Names IQONIQ As Its Official Fan Engagement Platform

Envision Virgin Racing has signed a wide-ranging partnership with innovative new sports and entertainment platform, IQONIQ. 

The multi-year partnership will see IQONIQ become the official fan engagement platform of Envision Virgin Racing – who have one of the fastest growing fan bases in Formula E.

Likewise this strategic alliance enables the team to continue enhancing its relationship with fans around the world. The IQONIQ platform, which launches in the first quarter of 2021, connects fans with their favourite sports team, athletes and entertainment stars.

By integrating the team’s digital ecosystem, the partnership will give fans a range of opportunities to feel closer than ever to the team, including personalised content, behind the scenes access, exclusive prizes and unique experiences all in one platform. 

This announcement follows a successful week for the team off-track, who recently scooped The Drum’s ‘Most Effective Use of Social Media’ award. Furthermore, the partnership allows the team to strengthen its communication and content distribution strategy.

James Mercer, Envision Virgin Racing’s Commercial Director, said: “We are delighted to announce this exciting new partnership with IQONIQ. The team are always looking for new ways to enhance and extend the digital experience offered to our fans, as well as continuing to grow the brand and reach new fans. By partnering with IQONIQ we will be able to do just that.” 

IQONIQ CEO, Kazim Atilla, said: “This partnership with Envision Virgin Racing is another perfect example of our growing footprint across motorsport and we are very much looking forward to supporting the team to connect with not just its current fanbase, but also new fans around the world.

“2021 is shaping up to be an exciting year with a new driver line-up as the teams prepare to kick off the new season in Chile. Once launched, the IQONIQ app will, among a host of other engaging elements, give Envision Virgin Racing fans unrivalled access to the team and their season-long journey ahead.”

BBC To Broadcast Premier League Game Live On 26 December

The BBC will show a live game on 26 December for the first time after the Premier League confirmed its fixtures over the festive period.

The channel will show Aston Villa’s match against Crystal Palace on 26 December.

The broadcast fixture list was delayed due to Covid-19. BBC also stated that there is no winter break this season because of fixture congestion, with the festive fixtures being shown by BBC TV, BT Sport, Sky Sports and Amazon.

The fixtures have been published in the wake of Liverpool boss Jurgen Klopp urging broadcasters to talk to each other to ease the strain on players.

RLWC2021 Names The Voice As Official Media Partner

The Voice, the only national black newspaper operating in the United Kingdom, has become the first official media partner of the Rugby League World Cup 2021.

Founded in 1982 and owned by Jamaica National Group, The Voice is aimed at the British African-Caribbean community. Published monthly it also has a leading digital presence via its social channels and official website.

Rugby League World Cup 2021 will be the biggest, best and most inclusive tournament ever held, and is the pinnacle event in rugby league, contested globally every four years. The men’s, women’s and wheelchair competitions will be staged concurrently with 61 matches across 21 venues throughout England.

The tournament sees Jamaica competing for the first time ever after they qualified for the men’s competition, and will line up alongside Ireland, Lebanon and former winners New Zealand in Group C.

The partnership will include The Voice recruiting its first ever Rugby League reporter, James Aldred. Currently a Masters Student in Broadcast Journalism at Nottingham Trent University and the Sports Editor of University Radio Nottingham, James was able to launch the partnership by speaking to dual-code rugby legend, Jason Robinson, the international ambassador for RLWC2021.

The Voice’s Sports and Features Editor, Rodney Hinds, has been a member of the RLWC2021 Business Advisory Group since 2019, and recently supported the creation of the tournament’s diversity and inclusion action plan. Both parties will also collaborate to promote the tournament including a commitment to editorial and commercial opportunities.

Rodney Hinds, Sports and Features Editor at The Voice, said: “Diversity, equality and inclusion are so important. Without it, those with talent and ability might never get their opportunity. RLWC2021 is groundbreaking in its approach to these areas, and we know sport has the power to create positive change. By working together we can create profile, visibility but also importantly tangible actions and impacts for our readers and communities.

“Jamaica being in RLWC2021 is a time for celebration and also inspiration. The tournament is about ‘The Power of Together’ and is committed to be a powerful force for good, including the fight against racism and discrimination. The sport of Rugby League has a history of breaking down barriers, including Clive Sullivan being Great Britain’s first black sports team captain in 1972. Our partnership is about working together to continue to create change on pitches, clubhouses, terraces, boardrooms, media and communities.”

Jonathan Neill, Commercial Director at RLWC2021, added: “This is a hugely significant, relevant and exciting partnership for RLWC2021. The tournament’s strategy is centered on inclusion and creating positive social impacts within communities. The Voice has championed diversity across the UK and celebrated black excellence in all industries, including sport, for nearly 40 years and will help RLWC2021 connect, learn and grow.

“Rodney’s support to RLWC2021 to date has been defining and hugely appreciated, and we’re excited with this natural extension to continue to positively engage the Black African-Caribbean community across the UK and further afield. James becoming The Voice’s first ever Rugby League reporter, developing his career and influencing others is a superb example of how we can start to do that.”
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Dunlop To Provide Stringing Service For LTA

The LTA has announced that Dunlop will become its Official Tennis and Padel Equipment Partner from January 2021.

The three-year deal will see the British sports equipment brand become the official stringing service for players at the LTA’s programme of summer major events.

As Official Tennis and Padel Equipment Partner, Dunlop will be granted branding rights at the tournaments as well as at the LTA’s National Tennis Centre in Roehampton. The brand will also host retail and fan experience activity at the summer events and Padel tournaments.

Other terms of the deal include rights to design, produce and sell tennis hardware products bearing the LTA and Partner mark. Dunlop will replace existing Official Tennis Equipment Partner, Babolat.

The news follows the LTA’s announcement earlier this month of a five-year partnership with AMC, the brand created by Andy Murray and Castore, which will become its Official Performance Apparel Partner from 1 January 2021.

Both deals form part of the LTA’s commercial strategy to create value across every aspect of tennis, through development of strategic partnerships with high profile brands.

Scott Lloyd, LTA Chief Executive, said: “This is another exciting partnership and we’re looking forward to working with Dunlop – an organisation that shares our vision to open up tennis – over the next three years. Following the long-term AMC apparel deal we announced earlier this month, this is another example of British tennis’ appeal to high profile brands that produce quality products, and demonstrates how we are further enhancing our commercial programme to support tennis and padel in Britain.”  

Frans Swinkels, Dunlop International Europe Ltd, Managing Director, said: “We are extremely proud to become the new Tennis & Padel Hardware Partner of the LTA, one of the most prestigious Tennis Associations across the European region. The partnership will allow us to showcase our complete range of Dunlop balls, rackets, bats and equipment, addressing the avid tennis and padel player throughout the UK.

“We look forward to supporting LTA Members, LTA Accredited Coaches and registered places to play during the term. Throughout the partnership we will work with the LTA to develop a range of equipment suitable for their national programmes, encouraging more junior and adult players on to the court. These programs build upon the overlapping values embodied within the LTA and Dunlop – tennis and padel are for all.”

Team Dunlop Ambassador Jamie Murray said: “Having top quality equipment is vital for any professional tennis player and Dunlop rackets have always served me well throughout my career. This looks like a great partnership and I’m sure Dunlop will provide a great service to the LTA and Tennis in Britain over the next three years.”

Evolution Of The Live Video Production Value Chain: Dawn Of A New Normal


In the last decade alone, live video experience has made huge strides with the introduction of ultra-high definition (UHD) TV in 2012 and its subsequent progress to 8K. Apart from the proliferation of camera technology, advancements in digital video imaging have had a major role to play in the evolution of video capture resolutions.