Manchester City FC Announce New Global Partnership With AXI

Manchester City has announced a new multi-year global partnership with newly rebranded Axi to become the Club’s Official Online Trading Partner. 

Since its inception as AxiTrader in 2007, Axi has made giant strides to become a top 10 broker, developing a reputation for its innovative, customer-focused approach and advanced AI technology. Using the Axi trading platform, traders can buy and sell CFDs on international indices such as the UK100 and US30, trade major global currencies, and speculate on commodities like oil, gold and silver.

The partnership will help Axi create awareness of its new rebrand and tagline ‘Trade Your Edge’ through branding across the Etihad Stadium, content on the City website and also through activations with customers and fans online and at events, with a range of exclusive offers and promotions.

Tom Boyle, Head of Partnership Marketing EMEA at City Football Group, said: “We are delighted to launch this new partnership with Axi. We have been impressed by Axi’s ambition and drive to build such a successful business from just a two-man start up and see parallels between them and City in how they strive for success. With their recent rebrand we recognise that this is an exciting time for Axi and we are looking forward to Manchester City being part of this new chapter.”

Louis Cooper, Axi’s Chief Commercial Officer, said: “At Axi we’re all about giving our customers the edge. As we started looking into relaunching our brand, we felt there were many similarities with how the world’s leading football clubs are focused around gaining that competitive edge and Manchester City personifies this on and off the field.”

Alejandro Agag, Rafaelle Chiulli And Rodi Basso Unveil UIM E1 World Electric Powerboat Series

The world’s first electric powerboat championship was launched today at the Monaco Yacht Club with plans for a global series on seas and lakes that will drive forward the electric revolution in the marine environment.

The UIM E1 World Electric Powerboat Series is the brainchild of Spanish businessman Alejandro Agag, the founder of Formula E and Extreme E; Rodi Basso, former Director of Motorsport at McLaren, and Dr Raffaele Chiulli President of the Union Internationale Motonautique (UIM).

Agag says the time is right to bring the spectacular advances that have been made with electric power in motorsport to the marine environment. He hopes not only to establish a new sporting classic but also to make a lasting contribution to improving the health of the seas and oceans.

“I am delighted that we are today able to announce this unique step forward in marine-based sport,” he said. “We believe this series will engage not only the sporting public, and boating and tech enthusiasts around the world, but also ocean conservationists who care about the future of our planet.

“The earth’s oceans, lakes and rivers are under huge environmental pressure and the E1 World Electric Powerboat Series will lead the way in electrifying water mobility for future generations.

“Right now the use of electric power on the water is still at an embryonic stage,” he added. “My ambition is for the E1 Series to accelerate the adoption of electric boats, to demonstrate how exciting they can be and to promote electric solutions and clean water mobility to marine travel worldwide.”

While Agag will be non-executive chairman of the new venture, Rodi Basso, an Italian former aerospace engineer who has worked with NASA, Ferrari and Red Bull in Formula 1, and Magneti Marelli and McLaren Applied Technologies in the high tech industry, will take the Chief Executive role.

Basso and Agag got together to brainstorm the new idea in London during lockdown.“The sea for me is something very important as an expression of nature and somewhere I always go to re-charge my batteries, so this project is the perfect way to celebrate that,” said Basso who is also a passionate sailor.

“During 20 years of competition in motor racing I have always dreamt of using motorsport to demonstrate and gain visibility around a technology and then build solutions with it in other fields.

“With this championship we are going to accelerate the take-up of electric technology in the marine industry by bringing the huge technological advances and expertise from motor racing. We are going to produce a thrilling and exciting sporting spectacle that will appeal to millions of fans worldwide,” he added.

Basso says the series, which will be associated closely with Extreme E, will develop on a tight timescale with an intense testing and build schedule for the new boats.

The UIM E1 World Electric Powerboat Series features high-performance racing boats powered entirely by electric propulsion systems racing on short courses at prestigious city-based and stunning remote locations around the world.

The futuristic RaceBird boats being developed for the Series incorporate hydrofoil technology, will be driven by single pilots and will be capable of achieving breathtaking speeds of up to 60 knots – 111 km/hr or 69 mph.

The boats are being developed by SeaBird Technologies, a start-up based in the UK that will partner with other companies involved in high performance water vessels to produce a super-fast and superlight, largely one-design race boat.

Designed by Sophi Horne, the boats are going to look like nothing else on the water. The concept will be developed in partnership with SailGP, a global racing league that features the world’s fastest sail racing. As part of the strategic partnership, SailGP will also provide support for event and logistics management.

“This is an incredibly exciting partnership that allows us to continue accelerating change toward a cleaner future,” said SailGP CEO Sir Russell Coutts. “We are powered by nature, and SailGP and E1 share a similar sense of purpose to be leading examples of sustainable technology.”

The plan is to attract up to 12 teams which will each purchase two boats, one based in Europe and one that will be stored on the St Helena, a refurbished former Royal Mail Ship that the Series will use as a “floating paddock” for races outside Europe. The pilots for the inaugural E1 Series are expected to come from a range of backgrounds with some from existing powerboating championships and others making a transition from road vehicle electric technology to the water.


Each E1 race weekend will comprise testing and qualifying and then a series of knock-out races leading to a final which will produce one winner. An annual overall world champion will be decided by cumulative scores throughout the season.  Success on the racecourse will depend not just on speed in varying conditions but on a pilot’s ability to preserve energy, with unlimited charging allowed for testing and qualifying each weekend, but a finite supply for the quarter-finals, semi-finals and final.

E1 will race in amazing remote locations in parallel with Extreme E and also in some of the most glamorous cities in the world. Fans can look forward to experiencing incredible landscapes and fabulous urban waterfronts as they follow the broadcast of the Series around the world.

The new Series has been exclusively licensed by the UIM, the international governing body of powerboating. Its President, Dr Raffaele Chiulli, who is also President of GAISF the Gloabal Association of all International Sport Federations, said the organisation enthusiastically supports a new event which aims to contribute to the preservation of the marine environment.

“As the IOC-recognised world governing body for all powerboating activities, we at UIM are excited to have this opportunity to support and foster the preservation of the marine environment and to establish and implement good practices towards a more sustainable future. 

“The UIM is delighted to support scientific research and its dissemination, as this will support awareness-raising activities on the many environmental and climate specific challenges that the world faces today. 

“The launch of this initiative signals the UIM’s ability to lead by example, and to take action to preserve a healthy marine environment, which is vital for the future of our planet. We are proud to partner with Alejandro Agag, Rodi Basso and E1, and I am confident that this initiative, alongside Extreme E, will accelerate sustainable mobility at global level.” 

NFL UK Renews Multi-Year Partnership With Virgin Atlantic And Just For Men

The National Football League in the UK today renewed two exciting partnerships; a three-year extension with Just For Men and a new five-year deal with Virgin Atlantic. The Virgin agreement sees the airline confirmed as the league’s Official Charter Airline Partner in the UK until 2025, while Just For Men will continue to be the Official Hair Care Sponsor of the NFL in the UK.

Just For Men will once again be an official partner of the NFL London Games and will remain at the forefront of the action on gamedays. The brand will be bringing back Beard Cam on the big screens, as well as their TV and digital content series.

Clare Want, Managing Director at Combe International Limited, Just for Men brand owners, said: “We are very excited to renew the partnership between Just For Men and the NFL. Over the last three years it has been exciting to be involved in the growth of the NFL while we increase awareness of products such as Just for Men Moustache & Beard.  We experienced great reactions from our brand’s consumers and NFL fans alike.”

Virgin Atlantic will be heavily involved with the NFL London Games. All NFL teams participating in the series from 2021 to 2025 will be treated to charters on Virgin Atlantic’s new A350-1000 aircraft. For their trips to the UK, teams will each be assigned a dedicated aircraft to transport players, coaching staff, ownership, team front office executive staff, VIP guests, football equipment and Gatorade.

During the flight to London, the teams will be served first-class refreshments with menus tailored to suit their diets, along with customised on-board entertainment.

Juha Jarvinen, Chief Commercial Officer at Virgin Atlantic commented, “We’ve always enjoyed a great relationship with the NFL UK and we’re delighted to renew our partnership, carrying their teams and their staff to the NFL London Games for the next five years. The NFL London Games continue to go from strength to strength and we’re delighted to play a part bringing this iconic US sport to the UK.”

Virgin Atlantic, which first became an Official Airline Partner of the NFL in the UK in 2011, has helped ensure the smooth running of 24 regular-season games to date. Just For Men has been a key part of the London Games since 2017. These milestone agreements will aid the continued success of the NFL’s London Games series in the UK.

“We are excited to be renewing our excellent relationships with Virgin Atlantic and Just For Men,” said NFL UK Commercial Director Michelle Webb. “As the new season gathers momentum, we’re delighted to see that these top brands have once again shown their commitment to supporting the growth of the NFL in the UK. Their exclusive packages of rights and activities will ensure our fans and NFL players have a first-class experience at the London Games.”

Parimatch Becomes Official Betting Partner Of LaLiga In The CIS Region

Parimatch, the global betting and technology company, today announces a two-year agreement with LaLiga, the  top professional league in Spanish football, which will see it become the league’s Official Betting Partner in the Commonwealth of Independent States (CIS).  

Parimatch will be LaLiga’s official betting partner across 15 territories in the CIS region. All events organised by LaLiga in the region will feature Parimatch branding in line with local permissions, displayed through 3D carpets during match broadcasts while its marketing will feature in the away matches for Atletico Madrid, FC Barcelona and Real Madrid.

Parimatch will also gain access to all LaLiga logos, emblems, trademarks and image rights for seven active players, to use across marketing materials. Two LaLiga legends will also support Parimatch PR and marketing events and will appear in Parimatch TV advertising campaigns for broadcast in the CIS region.  In the future Pariamtch will also have access to LaLiga match tickets, which it will be able to offer as prizes and incentives for its players.

This partnership, which also includes the possibility of a one-year extension, will consolidate Parimatch’s leading brand position in the CIS region where the company already has 20% market share. Parimatch is one of the fastest growing bookmakers, known for forging partnerships which excite and attract sports fans across the spectrum, whether it be football, esports or UFC.

The agreement covers the following regions: Afghanistan, Armenia, Azerbaijan, Belarus, Estonia, Kazakhstan, Kyrgyzstan, Latvia, Lithuania, Moldova, Russia, Tajikistan, Turkmenistan, Ukraine and Uzbekistan.

Dmitriy Sergeev, CEO Parimatch CIS said: “This collaboration is strategically important for Parimatch and represents an opportunity for us to reach the loyal fanbase of one of the most popular football leagues in the world, whose players are some of the most iconic names in football today. This agreement will see our brand awareness increase not only in our key markets across the CIS, but also on a global level. LaLiga shares our commitment to the fan experience, so this partnership is a fantastic fit for us.”

Tamara Babits, Business Development Director Parimatch CIS: “At Parimatch, we are driven by our passion for sport and entertainment, so what better partner than one of the world’s most popular football leagues. We are so excited that our brand will now share the playing field with some of the greatest players in the sport today. We will work hard to build our both brands’ presence across the CIS together.”

Oscar Mayo, director of business, marketing and international development at LaLiga added: Strong local partnerships are key to making deeper connections with our fans and growing our global presence. In the CIS, our following has increased significantly in recent years creating an audience that is keen to get closer to our competition. Parimatch shares our ambition to create world-class entertainment and is an ideal partner with which to continue this growth across the region.

Durban To Host Historic 2023 ITTF World Table Tennis Championships Finals

The 2023 ITTF World Table Tennis Championships Finals will be staged in Durban, South Africa, after Member Associations voted during the 2020 ITTF AGM held on Monday 28th September.

It’s an historic first time that the ITTF’s most prestigious event is being held in South Africa and the first time on the African continent since Cairo, Egypt, in 1939.

The vote vindicates the new format for the ITTF World Table Tennis Championships Finals, coming into place in 2021, which sees continental qualification precede the Finals event, thus making it more feasible for more countries to host.

Durban won 90 votes (69.77%) to beat off competition from the other candidate city, Düsseldorf, Germany, who won 39 votes (30.23%).

Düsseldorf had been bidding to stage the event again following the resounding success of the 2017 edition.

“Congratulations to both South Africa and Germany on presenting very strong bids to host the 2023 ITTF World Table Tennis Championships Finals. We are continuing to see benefits from the forthcoming changes to the format of the World Championships Finals, which will be introduced from next year onwards, leading to more countries bidding from different regions of the world. This also reflects the ever-increasing international appeal of table tennis, which is extremely pleasing to see as we continue to work hard to make the sport more global in the future.” – Khalil Al-Mohannadi, ITTF Deputy President

“I am obviously ecstatic and beside myself with joy. The sleepless nights and all the hard work have paid off. I want to say to Germany that their presentation was absolutely superb. I did not want to take our success at all for granted, given all their experience, and I am certain that they will come up again (to host the World Table Tennis Championships Finals) in future. I want to thank the world of table tennis and the ITTF for entrusting us with the confidence with the team that we have, the city that we have, and the support from the government that we have to host this event. We are certain that we will make everyone who supported us extremely proud of having placed their trust in us to take the baton forward and host a World Championships worthy of the trust that you have given us.” – Joe Carrim, President of the South African Table Tennis Board (SATTB)

HISTORIC FIRST VIRTUAL ITTF AGM

For the first time ever, the ITTF AGM was held virtually to enable the safest possible solution amidst the COVID-19 pandemic.

ITTF Deputy President Khalil Al-Mohannadi, ITTF Executive Vice President of Finance Petra Sörling, ITTF CEO Steve Dainton, ITTF Secretary General Raul Calin, ITTF Chief Financial Officer Michael Brown and ITTF Member Relations Director Mounir Bessah spoke from Doha, Qatar, to deliver messages across a number of key topics.

Speaking from Doha, Qatar: ITTF Deputy President Khalil Al-Mohannadi, ITTF Executive Vice President of Finance Petra Sörling, ITTF CEO Steve Dainton, ITTF Secretary General Raul Calin, ITTF Chief Financial Officer Michael Brown and ITTF Member Relations Director Mounir Bessah.

ITTF President Thomas Weikert was unable to travel to Doha, having come into close contact with a COVID-19 positive patient last week and therefore needed to quarantine until receiving the all clear on Sunday evening.

There was a special report on the impact of COVID-19 on global table tennis, as the sport prepares for a return to action via the #RESTART series in November 2020, among other key decisions.

TWO MAJOR GOVERNANCE REFORMS

Monday’s AGM saw major reforms to the ITTF Constitution with the creation of an ITTF Tribunal, which assumes the judicial powers previously belonging to the ITTF Executive Committee, and an ITTF Integrity Unit. Both reforms will provide yet another important step towards improving the ITTF’s governance.

TWO MAJOR MEETINGS IN 2021

The ITTF has voted in favour of holding one Extraordinary General Meeting (EGM) in conjunction with the World Team Table Tennis Championships in Busan, Korea Republic, which has been rescheduled to take place between 22nd February and 1st March 2021 following its postponement this year due to the COVID-19 pandemic.

The plans for the AGM are to be held towards the end of 2021, to serve as an opportunity to review what is set up to be an intense year for the sport with the introduction of World Table Tennis events and also the proposed Tokyo Olympic and Paralympic Games during the summer.

iSPORTCONNECT’s Monthly Deals Update – August 2020: UEFA + Pepsico And Coca Cola + IPC

iSPORTCONNECT’s Monthly Deals Update, powered by Connexi, looks back at some of the key partnerships created within sport for the month of August. Connexi’s Zak Gelbier takes a deeper look at some of August’s biggest deals and how they will work.

Europa League + Heineken

For Heineken, a platform like the UEFA Europa League is the perfect way to showcase their non-alcoholic offering, providing them with a large audience of potential consumers. Replacing Amstel with its flagship non-alcoholic beer brand, Heineken 0.0%, is a statement that they offer much more than just alcoholic products.

Using this platform to encourage responsible drinking and also give consumers a choice is needed. Traditionally, there has been a strong association of football and alcohol so it will be interesting to see whether the football fanbase is ready to accept the change and make this partnership a success.

Spotify + Riot Games

A strong move from Spotify to make their first ever paid sponsorship and choose to do it in esports. A massive statement that shows the stature that esports now holds.

Spotify offers Riot Games the perfect platform to entertain their current League of Legends following and at the same time continue to reach out to a worldwide potential audience. Giving them exclusive League of Legends music, podcasts and playlists inspired by the gaming community and access to millions of monthly listeners. The partnership seems a great fit for both Spotify and Riot Games with a lot of crossovers between gamers and audio streaming audiences.

UEFA + PepsiCo

A proven partnership that now sees women’s football sit alongside men’s football. For UEFA Women’s football this multi-year partnership further strengthens the ever growing presence of the women’s game in the elite football landscape, both on and off the field.  Helping not only the growth of the women’s game but also towards equality with the men’s game. For PepsiCo this is an obvious expansion of their already successful football offering.

Coca-Cola + IPC

A partnership that makes perfect sense for both parties. Olympics and Paralympics tend to go hand in hand, for the International Paralympic Committee (IPC) to partner with Coca-Cola, a historic sponsor of the IOC, it just fits. For the IPC this is a massive opportunity to help to communicate the impact of the Paralympic Movement to a whole new audience and to bring themselves on par with the IOC.

Other notable deals from August

  • AC Milan + Electonic Arts
  • Dorilton Capital + Williams Racing
  • Bundesliga + Mola TV
  • World Bowling + StriveCloud
  • Star Times + LaLiga
  • Fanatics + Rebel
  • Sky Sports + NFL as well as Sky Sports + Ascot
  • Formula E – ProsiebenSat
  • IPL + Dream11
  • Hisense + PSG
  • PGA Tour + Pointsbet
  • Riot Games + Cisco
  • W88 + Crystal Palace
  • SailGP + Greenfly
  • bwin + Eleven Sports/Belgian Pro League
  • Ospreys + Pumpjack
  • AC Milan Women + Banco BPM
  • Betway + Real Betis
  • Mondelēz International + Manchester City and Arsenal
  • Eleven Sports + LaLiga
  • World Bowling + Curveball
  • Eleven Sports + Telenet
  • LaLiga + Canal+
  • Wasps + Seyu/Vodafone
  • Norwich City + PTI Digital
  • Amazon Prime Video + Seattle Sounders
  • LRT + Euroleague
  • Southampton FC + SportsBet.io
  • Real Sociedad + PTI Digital

Beach Soccer World Wide Joins Forces With New Platform

Beach Soccer World Wide is proud to announce a key strategical partnership agreement with IQONIQ, who becomes the official beach soccer fan engagement platform on a multi-year deal. 

This new relationship, which will begin immediately and last for the next three seasons, makes IQONIQ the exclusive official fan engagement and loyalty platform for all the Beach Soccer World Wide-organized competitions. 

Founded in 1992, Beach Soccer World Wide, the entity behind the creation and promotion of beach soccer on a global stage, is a major sports property. For almost three decades, BSWW has organized more than 300 international top-level events in more than 50 countries all over the world, involving thousands of athletes and achieving yearly audiences above 250 million households. 

IQONIQ is a new social media and fan engagement platform that targets the world of sport and entertainment from a unique perspective. IQONIQ’s varied and dynamic all-in-one app creates a whole new experiential ecosystem that provides fans with a more personalized, stimulant and interactive approach, in which they obtain rewards, exclusive content, in-app games and special merchandise and ticketing offers following a detailed engagement loyalty program, thus strengthening the way they relate with their favorite stars, teams and clubs.  

Launching in fall 2020, IQONIQ has already reached worldwide agreements with big sports properties such as LaLiga, Euroleague Basketball, McLaren Racing, Olympique Marseille, AS Monaco, Real Sociedad, Crystal Palace and FC Zenit, amongst many others. 

This strategical agreement reinforces Beach Soccer World Wide’s commitment with its fanbase, exploring new ways to give supporters a much more intense and direct conversation with the sport, its athletes and teams. 

For IQONIQ, beach soccer offers a new universe in the top-notch sport, with a very active and committed fanbase, at the time it gives access to audiences and users no other sport can.

Joan Cusco, Beach Soccer World Wide president:

“Our task is to promote and develop beach soccer and engaging with our fans is one of our main priorities, because they play an instrumental role in the sport. Beach soccer is a young, fresh and vivid sport, and our relationship with our fans is something we truly value. This is why the agreement with IQONIQ is so important for us. It opens a whole new set of possibilities to relate with our fanbase, to offer new experiences and to strengthen our communication with the global beach soccer family at a whole new level”. 

Kazim Atilla, CEO and founder of IQONIQ:

“Beach soccer is a sport with a huge potential, with a strong connection with its supporters, both inside and outside the stadium. It is very important for us to have the chance to work with such a unique sport, with endless possibilities with regards to fan engagement, what will give us a phenomenal opportunity to provide unexplored experiences to our users”. 

PepsiCo Extend Partnership With PGA Of America, Adds Ryder Cup Deal

PepsiCo extended its longstanding partnership with the PGA of America and, in a separate multi-year deal with the PGA of America and Ryder Cup Europe, expanded its golf reach to The Ryder Cup.

Building off a relationship with PGA Professionals that began in 1993, PepsiCo continues as the “Official Soft Drink,” “Official Iced Tea,” “Official Sports Drink” and “Official Bottled Water” of the of the PGA of America, PGA Championship, KPMG Women’s PGA Championship and KitchenAid Senior PGA Championship.

With this landmark agreement through 2025, PepsiCo is named “Worldwide Supplier” of The Ryder Cup as the “Official Soft Drink,” “Official Iced Tea,” and “Official Sports Drink” serving beverages such as Pepsi, Gatorade and Lipton Iced Teas. The company’s Aquafina brand, meanwhile, becomes the “Official Bottled Water” of The Ryder Cup in the United States. The expanded offerings from the PepsiCo portfolio also introduce an array of low calorie and no sugar options to The Ryder Cup.

“Our relationship with PepsiCo is foundational in nature and to take it past the 30-year mark is incredibly satisfying,” said PGA of America Chief Commercial Officer Jeff Price. “Looking back at what we’ve achieved with PepsiCo ― our longest-standing partner ― is a motivating exercise that only elevates our excitement about what we can accomplish together in the coming years.”

As a result of the two beverage agreements, the PGA of America, Ryder Cup Europe and PepsiCo will work together to bring a thirst-quenching portfolio to the game of golf in addition to driving innovation and sustainability initiatives from new hydration options, including the introduction of Aquafina in cans. “The Ryder Cup is recognised as one of the world’s truly great sporting events and, as a result, we look forward to welcoming PepsiCo and its globally recognised portfolio of brands into our commercial family,” said Guy Kinnings, European Ryder Cup Director.

“We’re thrilled to deepen our relationship with the PGA of America and Ryder Cup,” said Anne Fink, president of PepsiCo Global Foodservice. “PepsiCo is proud to bring our brands to the course and support the game of golf on the world’s stage. We look forward to our partnership with both organizations to drive innovation and sustainability initiatives to the green in the years to come.”

Lega Basket Serie A Strikes Partnership With Infront Until 2023

Infront, a Wanda Sports Group company, and Lega Basket Serie A (LBA) have unveiled an exclusive three-year partnership ahead of the presentation of the 2020/2021 Championship.

The new agreement will see Infront become the exclusive marketing, sponsorship and digital rights partner starting from the 2020/21 season until the end of the 2022/23 season.

Infront will manage sponsors at all LBA events including the regular season and playoff phases of the Serie A Championship, the Italian Cup ‘Final Eight’, the Italian Super Cup and the NextGen Cup. It also includes non-competitive events exclusively managed by LBA.

The scope also covers the investment and implementation of a digital strategy aimed at growing LBA’s digital channels. This includes post-production content creation of both recent and archive footage.

Umberto Gandini, President of LBA, said: “The agreement with Infront represents a turning point for top basketball and aims to increase and expand the platform of those interested in our championship, strengthening the bond with current and new fans. This is a goal that can only be achieved through medium and long-term planning and through Infront and this strategic partnership I am sure that we will achieve the results we have set ourselves.”

Alessandro Giacomini, Managing Director of Infront Italy, said: “The agreement with LBA is of strategic importance for Infront. Our experience working with other international basketball properties including the International Basketball Federation (FIBA), Turkish Basketball Federation (TBF) and National Basketball Association (NBA) for the Italian territory gives us the ability to accelerate the growth of the sport in Italy.

“We are pleased to have concluded a long-term agreement which has potential for renewal for another three seasons as it allows us to be able to work strategically with current and future partners of the League. On the social and digital front, we have created a project for the creation of digital content and distribution channels that make the basketball movement increasingly exciting and engaging, so that it can be accessible to an ever wider and more varied audience.”