O2 Extends RFU Shirt Sponsorship Deal For Five Years

O2 and the RFU have today announced a new five-year partnership of England’s national teams and bringing spend parity across the men’s and women’s games.

O2 is the principal shirt partner for the England Senior Men’s and England Senior Women’s teams with O2’s logo appearing front and centre on all match day and training kit.

As part of the new agreement, O2 has pledged to equally fund the men’s and women’s game over the course of the partnership. O2 and the RFU have the collective ambition to grow both the profile of the Red Roses and increase attendance at future games.

The deal also provides O2 customers the opportunity to access Priority Tickets for all England Rugby games, 48 hours before general release. As the UK’s No1 network, O2 is committed to offering the very best offers and experiences.

Through Priority, O2 customers will have the opportunity to access exclusive player meet and greets, 20% matchday discount on England Rugby kit at the Twickenham Stadium store and O2 Ultimate Fan – winning the chance to go on summer tour with the team.

O2 Inside Line will continue as the exclusive England Rugby behind the scenes content series, now with equal commitment to both teams. This includes content from inside training camps, live broadcasts from camps during Test week, and exclusive pre and post-match content from the O2 Blueroom. O2 Inside Line will be multi-format series including live stream, video and podcast.

The deal also brings a joint commitment from O2 and the RFU to support the country’s grassroots clubs through exclusive rugby community offers from O2, and a vision for Twickenham to become more connected, utilising O2 5G and O2 Business products and services.

Bill Sweeney, RFU CEO commented: “O2 have been a loyal supporter of England Rugby, a partnership that has lasted for 25 years and we are proud to continue to carry their logo front and centre on our shirts for a further five years. O2’s commitment to equally support both our elite teams is commendable and it’s great to collaborate with a partner that truly shares our same passion to see the women’s game flourish and continue to grow for future generations to enjoy.”

Nina Bibby, CMO of O2 said: “There has never been a more important time to get behind rugby, a sport we love and have invested in for over 25 years. We are proud to support the RFU through our extended partnership, which we believe is the longest shirt sponsorship in the history of UK sport. Our new agreement brings investment parity from O2 to England Men and England Women. The future for English rugby is bright, and together we want to make sure that rugby emerges from the pandemic stronger than ever before.”

Sir Hugh Robertson Re-Elected Chair Of British Olympic Association To Paris 2024

The British Olympic Association today confirmed Sir Hugh Robertson as Chair for a second term, which will take him up to and including Paris 2024.

After declaring his intent to stand for re-election, Robertson was unchallenged during the nominations period.

First appointed in November 2016, replacing Lord Sebastian Coe, Robertson acted as Vice Chair from 2015 prior to this, during which time he oversaw Coe’s IAAF (now World Athletics) presidential election campaign.

This will be Robertson’s second and final term, which has seen Team GB continue to cement its place within the global Olympic landscape.

A second place in the medal table at Rio 2016 was followed by Pyeongchang 2018 where Team GB created history winning its best ever medal total* including Lizzy Yarnold retaining the gold medal she won in skeleton at Sochi 2014.

Following the postponement and subsequent re-arrangement of the Tokyo 2020 Olympic Games, Robertson and the BOA’s senior leadership team have navigated the organisation through a difficult societal and economic landscape, allowing Team GB to be in the best possible position leading into the Games in Tokyo in July 2021.

Robertson’s re-appointment will take him up to his 20th year of involvement in sport since being appointed shadow sports minister in 2004. This saw him play an instrumental role in delivering a seminal moment for British sport as London 2012 became known as one of the most successful Olympic Games and sporting events in history.

British Olympic Association Chairman, Sir Hugh Robertson, said: “It is a huge honour to be re-elected for a further four-year term and to try and provide stability in these uncertain times.

“It will be an unusually busy period with the re-arranged Tokyo 2020 Games in 2021 followed six months later by the Beijing Olympic Winter Games before we move on to a Summer Games in Paris in 2024, a Games which due to geographical proximity will feel akin to a home Games.”

Siya Kolisi Signs Global Oakley And Freedom Of Movement Partnership

Rugby World Cup Winning South African captain Siya Kolisi has signed two partnership deals, globally with Oakley and a five-year deal with Freedom Of Movement.

“To stand side-by-side with some of the world’s greatest athletes within the Oakley family is  really exciting,” says Siya Kolisi. “I’m looking forward to seeing what we can achieve with  this partnership and with the Global platform that Oakley offers.” 

With its rich heritage in sports performance across the globe, it was an easy decision for  Oakley to align with Rugby World Magazine’s Most Influential Person. “Siya’s pioneering  spirit and passion for excellence is awe-inspiring,” says Ben Goss, Oakley Global Marketing  Director. “On and off the field, his ground-breaking impact is undeniable. We are so excited  to have this force of nature as part of Team Oakley.”  

Kolisi’s extension with Freedom Of Movement follows the successful socially-driven product collaboration ‘FOMxKolisi’, where proceeds were donated to the development of the Mbekweni sports field located in the Western Cape.

The new deal positions Kolisi as a partner, allowing for involvement and input across all areas of the business, including creative design, product development and social initiatives.

The partnership aims to develop and design authentic product ranges dedicated to various upliftment and awareness projects and promises to make a meaningful positive impact in South Africa. 

“The journey that FOM and I have embarked on has already made such significant change and I’m looking forward to seeing what more we can achieve together and the impact we can make on lives around South Africa, as well as delivering the highest quality product” says Siya Kolisi.

LaLiga And El Club Del Deportista Launch ‘Players’, A Trailblazing App For Footballers

The tool will provide essential pre-match information, personalised statistics on physical and technical performance, heatmaps and photos for post-match analysis and sharing on social media.The app can also be used to organise premium lifestyle requests, such as booking restaurants, renting a car or buying luxury items. 

LaLiga and El Club del Deportista today unveiled the Players App, an exclusive, cutting-edge application that is sure to be a competitive differentiator for the players of LaLiga Santander and LaLiga SmartBank clubs. 

The Players App, available from today on Google Play and Apple Store, is an evolution of the old CD Live app. Brand new is pre- and post-match information that includes details on pitch conditions, referees and personalised statistics based on each player´s position and playing history. 

The Players App pulls from LaLiga´s unique performance analysis system Mediacoach to provide this critical information directly to the athletes. In addition, match videos can be requested after the game has finished.

“LaLiga is providing footballers a personal and direct way to interact with their own data. The power of this data will no doubt help them become better athletes and footballers,” said Luis Gil, LaLiga’s director of competitions and the player’s office and a former professional football player.

At the same time the Players App includes lifestyle features familiar from El Club del Deportista related to dining out, travel, car rental, and accessing exclusive benefits from luxury brands. 

The partnership between LaLiga and El Club del Deportista has made it possible to launch this new app, with is sure to surprise and satisfy the demands of the players of LaLiga’s 42 clubs. 

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The Digital Transformation And Innovation Taking Place In Fan Engagement

In this week’s iSPORTCONNECT community piece our very own Bethany Hushon gives her thoughts on the fan engagement world at present.

According to WePlay, there has been a 95% increase in home media consumption and 60% increase in content streaming during lockdown for Covid-19. This highlights how technology and digital transformation has allowed platforms to shine and enhance fan engagement by using the intangible in these uncertain and unprecedented times.

Creating new ways of fan engagement through digital transformation has accelerated how sport entities prepare their strategy to communicate and penetrate their messages. The continuation of innovation with the evolution of data points are coming to the forefront in sport business more than ever. As Juan Iraola stated in an article with Real Sociedad, it is taking the time to appreciate the uniqueness of fan engagement, and take time to implement digital formats.

“Fan engagement has to be unique. Digital needs to be approached like a marathon.” – Juan Iraola.

More cross-department collaboration capitalising on resources and internal expertise are being presented to create content and opportunities for fan engagement. This strength with sport businesses builds a level of trust with your external partners and can fuel investment in the future.

Customisation has a role to play with creativity. Success in fan engagement comes by showing accessibility and lifestyle orientation to deliver a more enjoyable and relatable experience for the fan. Being relatable to the fan brings retention and viewership to build your brand, this can be fans of your club, fans of football and fans of your content.

“The business case of fan engagement is clear, it’s a customer retention strategy.” – Nicole Allison.

The beauty of the intangible is you can never have too much content. The trick is to not take it for granted and use it wisely to create content to be part of the fan experience and enable them to feel closer to their sport. Mix this with an element of recognition and reward/value and you have the winning combination, even if that reward is more content which fans enjoy.

The value of digital transformation will determine the growth of fan loyalty. The next step is to evaluate and focus on ways of maintaining that connection. Just as Nicole Allison stated in the quote above, it is now part of the business strategy; it costs more to bring in new fans than to keep them.

The digital age of fan engagement in sport is now here in full swing, and it is here to stay. Don’t fight it, embrace the opportunities.

FAI Appoints Jonathan Hill As CEO

The appointment has been unanimously ratified by the Board of the FAI, on the recommendation of the Association’s Nominations Committee.

Jonathan Hill, 57, brings a wealth of football and leadership experience to the role having previously worked as Group Commercial Director with the English Football Association, as Commercial Director of Wembley National Stadium and Commercial Director for Euro ’96. Jonathan has also worked extensively in the wider sports marketing sector, including with IMG and as CEO for the Laureus World Sports Awards, with proven success in working efficiently in complex multi-stakeholder and business partner environments.

Looking forward to his new role, Hill told FAI.ie : “I am truly honoured to be appointed to the role of CEO of the FAI and I am greatly looking forward to working with the staff, the wider football community, our commercial stakeholders and the Government moving forward, driving the development of football at every level within Ireland, overseeing the ongoing process of business transformation within the organisation and, of course, facing the challenges that Covid presents for our game.”   

Welcoming the appointment, FAI Board Chairperson Roy Barrett said: “On behalf of everyone involved with Irish football and following a full and thorough recruitment process overseen by leading international recruitment firm Odgers Berndtson, I am delighted to welcome Jonathan to the Football Association of Ireland. I know Jonathan’s experience in the commercial and football worlds will bring real benefit to the FAI and I look forward to working with him on behalf of all our stakeholders as we build for the future.”

FAI President Gerry McAnaney said: “Jonathan’s appointment is set to be a turning point for Irish football after the events of the last 18 months and we all wish him well with this new role. I would also like to thank interim CEO Gary Owens for his immense contribution and invaluable leadership in his time with us. Gary brought great stability to the FAI over the last 10 months and my hope is that Gary will remain involved with Irish football in some way going forward.”

Interim CEO Gary Owens said: “I really look forward to Jonathan’s arrival and working alongside him in the transition period. I know from experience that he is about to join a really strong team and I want to thank all the staff for the significant progress made and their hard work over the last 10 months.”

National Governing Bodies Must Develop ‘Independent Resilience’ And Try Not To Rely On State Support

I’ve often been a highly vocal critic of the two major funding agencies, Sport England and UK Sport, but new leadership in both has brought a more collaborative approach in recent times and both have responded swiftly and effectively to the pandemic.

Wheelchair rugby is a very small sport – thankfully – by virtue of the severe nature of the impairments required to play the Paralympic discipline of the sport. But it punches above its weight. Our ‘Murderball’ epithet helps. As, ironically, did a controversial UKS funding cut (I’ve always thought it heartless) after the GB team finished 5th in Rio 2016.

At GB Wheelchair Rugby we are very reliant on Sport England for our grassroots delivery of sporting activity for a cohort of the population with very specific needs. Being without elite UKS funding has forced us to find ways to survive and then thrive in the commercial and philanthropic worlds. If the GB team wins a medal in Tokyo it will be in spite of, not because of, the lottery funding system.

Getting and keeping the nation active must surely be a long term priority for government. As are nurturing a sense of community, and tackling inequality and disadvantage.

So what of COVID? It may seem as though there are currently unlimited government resources to deal with the crisis given the almost daily announcements from No. 10 and No. 11, but we have to assume they are finite. 

Getting and keeping the nation active must surely be a long term priority for government. As are nurturing a sense of community, and tackling inequality and disadvantage – including disability – so it seems reasonable to assume Sport England will be funded accordingly. 

Ours is an indoor sport, a contact sport, played by individuals often with high support needs. Returning to play is a delicate process, currently assisted by an exemption for disability sport indoors under government guidelines. But the availability of venues given the crisis in the leisure sector is proving a real challenge, and we fully endorse the calls for government support to keep leisure centres open.  

The more luxuriously funded sports will likely suffer a second whammy of funding being spread more widely than in the past as the focus shifts away from medals.

Given this context, how important are elite medals now – especially as their value was already subject to considerable doubt, as well as the manner in which medals have been won in a number of sports?

It is possible to conceive of Tokyo giving the nation a big mental fillip next year – if the Games actually take place that is. And UK Sport funding is already secured to get Team GB and ParalympicsGB athletes to Japan in good shape to succeed. But Paris and Los Angeles are different matters entirely. 

Governing bodies would do well to support UK Sport’s Katherine Grainger and Sally Munday in their lobbying DCMS and the Treasury for Paris 2024 funding, while working on the cautious assumption that success may consist of the pair limiting the extent to which the pot shrinks. And the more luxuriously funded sports will likely suffer a second whammy of funding being spread more widely than in the past as the focus shifts away from medals as the be-all-and-end-all for UKS.

At GBWR we are working through our submission to UK Sport for Paris funding in the hope that it will be successful – after all the GB team is now ranked 4th in the world – while working to ensure that we can deliver an effective elite programme regardless of the outcome of UKS’s negotiations with DCMS. A number of individuals and commercial organisations have rallied to our cause in recent years. We don’t pretend it will be easy in the current financial climate, but we are confident that they and others would once again respond positively to the truly inspirational nature of our Paralympic athletes in extremis.

It is an irony not lost on many governing bodies that those who have reduced their reliance on lottery funding by growing their commercial activities have been most impacted by COVID.

It is an irony not lost on many governing bodies that those who have reduced their reliance on lottery funding by growing their commercial activities have been most impacted by COVID – especially those who have developed profitable spectator events. It would be understandable if the pandemic led them to withdraw from such activities. But to me, that would be a huge mistake, as it would leave their elite programmes almost entirely reliant on lottery funding that could disappear in an instant – either through a governmental decision, or by falling the wrong side of a UKS decision.

GB Wheelchair Rugby’s experience over the past four years indicates that a successful existence outside the UKS bubble is possible. It is now incumbent on all parties to encourage governing bodies to develop such independent resilience, if necessary by tying emergency financial support to the protection of commercial activities that are temporarily curtailed by the pandemic. 

If Britain comes out of this crisis with its key NGBs much more reliant on state support and their commercial activities withered, the nation’s sporting prospects at grassroots and elite levels will be bleak indeed.  

Ed Warner is Chair of GB Wheelchair Rugby

British And Irish Lions Join Forces With Fanatics

The British & Irish Lions has today announced a new e-commerce and manufacturing agreement with Fanatics, the global leader in licensed sports merchandising, that will see fans given access to the widest range of merchandise ever created for a Lions Tour. 

The new partnership sees a coming together of the world’s greatest touring side and one of the world’s most pioneering sports and technology companies, to provide Lions supporters with a new range of fanwear and the most comprehensive array of merchandise ever offered. 

Fanatics, the largest online licensed sports retailer in the world, who also look after England Rugby’s retail and online stores, have agreed exclusive global e-commerce rights with the Lions and will utilise their vertical commerce model to design, manufacture and distribute a wide range of official Lions fanwear. The extensive new range will be available at the new, official online Lions Store from today and will be available globally for rugby fans wherever they are based in the world. 

“We are excited to be able to offer Lions supporters an extensive range of new products that they can wear with pride when supporting the team,” said Ben Calveley, British & Irish Lions Managing Director.

“The new Store will become the online destination to purchase Lions merchandise including the new replica shirt, as well as other Canterbury apparel and Hackett products when they come on the market later this year.” 

Fanatics, which has offices and distribution centres in eleven countries throughout the world, partners with many of the most recognised and successful global sporting organisations, including NFL, NBA, MLB, NHL, Manchester United, Manchester City, Chelsea, Paris Saint-Germain, Bayern Munich, England Rugby, Ryder Cup and Formula One. 

“The Lions are one of the most iconic teams in global sport and it is an honour to be partnering with them for the 2021 Tour to South Africa,” commented Zohar Ravid, Fanatics’ International General Manager. 
“In partnering with Fanatics, the Lions will gain access to cutting edge e-commerce systems and industry leading technology. This will provide rapid navigation for fans across online and mobile sites meaning larger, hi-resolution product displays, frictionless checkout, faster website performance and the quickest access to new product offerings.”

Newly Restructured FIFAe Tournament Kicks Off With Total Prize Money Of USD $4.35 million

With the new competitive FIFA season set to kick off, FIFA has today announced the introduction of three dedicated narratives and also released qualification dates and information for FIFA’s esports events played on EA SPORTS FIFA 21.

The new FIFAe tournament structurehas been created to unify and highlight three clear and distinct narratives of competitive FIFA: players, clubs and nations. New qualification opportunities will arise with the new stand-alone narratives, with each leading up to the respective FIFA pinnacle event.

Competitors will have the chance to represent their club in the FIFAe Club Series, compete for national pride and for their country in the FIFAe Nations Series or create their own legacy in the EA SPORTS FIFA 21 Global Series on the Road to the FIFAe World Cup™.

“With our FIFAe tournaments, we aim to get closer to pros, gamers and fans. In times of digital acceleration, we see a strong shift in media consumption, social values and entertainment narratives. To engage deeper with football’s next generation, we have to step up now,” said Christian Volk, Director of eFootball & Gaming at FIFA.

“Our ambition is to seed the movement for what might become a new football category in the ecosystem of FIFA. We want to create the biggest stage for the best players and teams of the community to shine brighter, while growing access for new up- and-comers to FIFAe tournaments. All of us at FIFA are excited for what the future holds!”

The FIFAe World Cup™ and the FIFAe Nations Series™ both now feature a USD 500,000 prize pool, with the FIFAe Club Series™ putting USD 350,000 on the line. Another USD 3 million in prizes will be distributed by EA across Qualifiers, Regional Playoffs, the eChampions League, and CONMEBOL eLibertadores as part of the EA SPORTS FIFA 21 Global Series.

“This is an exciting time for EA and FIFA as we continue to bring engaging competitions and entertainment to fans around the world,” said Brent Koning, EA’s FIFA Competitive Gaming Commissioner &  Group Director.

“In partnership with FIFA, these narratives will bring fans closer to the action, give players more opportunities to compete, and help find the next big FIFA esports star. In these unprecedented times, we are dedicated to bringing people together to celebrate club, country, and personal glory.”

E.INFRA Becomes Data Partner For FIS Nordic World Ski Championships 2021

The International Ski Federation (FIS) event have unveiled E.INFRA as new Data Partner for the FIS Nordic World Ski Championships 2021 in Oberstdorf, in a deal brokered by Infront.

The sponsorship agreement with the Germany-based supplier of electrical and communication technology includes a composite logo with the event, multiple logo inserts on TV during all competitions, prominent positioning on the back of the ski jumping start wall, on the start signal and scoreboards close to the finish area.

E.INFRA will further provide the Wi-Fi infrastructure in all VIP areas at the venue.

Michael Witta, Vice President Marketing Sales at Infront, said: “The FIS Nordic World Ski Championships in Oberstdorf will be one of the biggest events on the 2021 winter sports calendar. A cumulative TV audience of over 205 million in 2019 proves that this is a valuable platform for sponsors like E.INFRA with competitions held across the three disciplines of ski jumping, cross-country skiing and Nordic combined. We are very much looking forward to this partnership.”

Carsten Klemm, Managing Director at E.INFRA GmbH, said: “Supporting sport is what we are passionate about. We are happy to contribute to the success of the FIS Nordic World Ski Championships 2021 providing our communication technology solutions. With this partnership we become part of not only an extraordinary event but also the skiing family. We are very much looking forward to the collaboration with Infront and the days in Oberstdorf.”