Infosys And ATP Renew Partnership For Three Years

Infosys, a global leader in next-generation digital services and consulting, and the ATP have signed the renewal of their highly successful partnership for a further three years.

The agreement will see Infosys continue as Global Technology Services Partner and Digital Innovation Partner of the ATP, through 2023.

As the technology partner of the ATP since 2015, Infosys has been instrumental in supporting ATP’s development of key digital assets and infrastructure, including ATP PlayerZone, ATP Stats Leaderboards, ATP Second Screen, and the ATP app. Through the extended partnership, Infosys will continue to develop and accelerate innovations in advanced technologies such as Artificial Intelligence, Data Analytics, and Cloud, leveraging its dedicated tennis platform to deliver diverse experiences for players, media, and fans across the world.

Through Infosys ATP Stats, ATP Performance Zone, and Win-Loss index, the ATP will continue to focus on data driven insights for match statistics. Coupled with the popular editorial series, Infosys ATP Beyond the Numbers, fans will gain deeper insight into tennis through comprehensive game analysis. To celebrate the 50th anniversary of the Nitto ATP finals, Infosys and ATP have created Flashback 50, a data driven web experience to statistically compare the champions across five decades of the Nitto ATP Finals over the past 50 tournament editions.

Pravin Rao, Chief Operating Officer, Infosys, said, “The ATP Tour was our first partnership in the sport of tennis, and together with ATP we’ve continued to push the boundaries of how fans, players and the media are involved and engaged in the game. As we take rapid strides in our sixth year partnering together, our focus remains on supporting ATP’s vision to reimagine the game leveraging data to deliver unique insights and digital experiences through next generation technologies.”

Massimo Calvelli, CEO, ATP, said, “Infosys is a leading global brand and one which has been instrumental in helping ATP innovate and maximise efficiency through technology. Most importantly these exciting innovations have enhanced fans’ experience and interaction with our sport. We are thrilled to extend our partnership and look forward to seeing what we can continue achieving together.”

Victor Marin, C.D. Leganés Marketing Director On Recent Fan Engagement Partnership

As a result of the new technology partnership between C.D. Leganés and Seyu, fans  are being ‘sneaked back’ at the Municipal Stadium of Butarque for home matches. We asked Víctor Marín, the club’s marketing director, how he is evaluating the cooperation.

What were your initial thoughts when you heard about Seyu’s solution the first time?


When I heard about Seyu’s solution I thought it could be a great fan-engagement experience. Here in LaLiga no one made anything like that, so I was really interested and hoped to be the first in Spain to bring an innovative solution and involve our fans, who cannot attend matches.


How smooth was it for you and C.D. Leganés to set up Seyu’s solution when it came to putting the technology in place?

Usually with all new technology, there is always a learning curve. In this case we had some technical parameters that had to be adjusted but we did that in a fast manner. Now we completed 3 matches without any trouble which gives us great confidence in Seyu’s service.

How did Seyu help with the challenges that the club faces?

As in Spain fans still can not attend matches, they introduced to us a solution that could ‘bring them back’ in our stadium through a loyalty program. Fans can cheer for their favourites from the stadium, and we could increase webshop sales with additional revenue. Also they expanded the sponsor’s advertisement surface with 8 additional digital commercial platforms.

How did your sponsor, Mercedes-Benz Citycar Sur feel about the new activity when you opened up conversations with them?

When we spoke with Mercedes-Benz Citycar Sur about this solution they liked it a lot, and thought it could be interesting as it wasn’t a conventional asset and their exposure will be higher through the several additional platforms they were displayed on. Beside this was a fan-engagement asset so it was really interesting for them. 

By how much did you increase sales through the loyalty marketing program so far? 

Through our partnership, we decided to sell the VIP Fan experience of photo posting with our new club branded mask. In the first three matches we’ve sold more than 150 masks which surpassed our expectations. Even though right now it is difficult for stores, this action helps the club a lot in challenging times like this.

Overall, how do you find working with Seyu throughout the cooperation?

It’s great to work with them. They prepared everything on time that was needed for the campaign to run smoothly. Their ideas connect really quickly with ours and it’s a pleasure for us to be the first team in LaLiga to have our fans back in the stadium. 

Who would you recommend to partner up with Seyu?

I would recommend all clubs to partner up with Seyu, as they’ll introduce a new solution that will provide the clubs with an innovative, appealing solution for fan engagement, and also new opportunities for clubs and sponsors as well.


About Seyu

‘Seyu – Together for Victory!’ is an IT solution that helps clubs to generate more revenue on already sold commercial surfaces and building a desired emotional bridge between brands and fans. Executing this in a way that enables sport organizations to tap into the huge spending power of remote fans while generating a new kind of consumer data and accelerating their MARKETING-PR-CSR communications. Seyu is an easy to implement, 170+ events proven, AI assisted solution which is using sport industry partners’ already existing IT infrastructure to allow fans around the world, through a moderated channel, to post their photos on to the LED boards and other screens in the stadiums on matchdays, and share them instantly on social media in branded frames.

Seyu Expands In Spanish Market With Esportter Partnership

‘Seyu – Together for victory’ has signed a strategic partnership with Esportter.

Seyu, which stepped into the Spanish market with CD leganes, aims to further grow by signing new partners with experience, knowledge and expertise.

“We are very happy to partner up with Esportter. Our partnership will allow our solution to deliver tremendous value for clubs in the Spanish market and happiness for millions of fans who will be able to connect with their beloved stars.” said Tom Vechy, CEO of Seyu.  

FIFA Women’s World Cup And U-17 Women’s World Cup To Take Place In 2022

In light of the current global COVID-19 pandemic and its continuing impact on football, the Bureau of the FIFA Council has taken a number of decisions related to FIFA competitions, including the FIFA Club World Cup 2020 as well as the women’s youth tournaments planned for 2020.

Following discussion and approval at the most recent meeting of the FIFA-Confederations COVID-19 Working Group, and in consultation with various stakeholders – including the host member associations – to evaluate all options, the Bureau of the Council has decided:

FIFA Club World Cup Qatar 2020

The FIFA Club World Cup Qatar 2020, which was originally scheduled for December, has been subject to the disruptive effect of the pandemic on the confederations’ continental club championships that serve as a pathway for the event.

The introduction of strict return-to-play protocols has facilitated a successful resumption of continental club championships the last of which is now scheduled to conclude by the end of January 2021.

As a result, the FIFA Club World Cup 2020 will now be held from 1 to 11 February 2021, taking place in Qatar as per the original host appointment by the FIFA Council in June 2019. 

In line with FIFA’s International Match Protocol, FIFA and the host country will provide the required safeguards for the health and safety of all involved.

FIFA U-20 Women’s World Cup 2020 and FIFA U-17 Women’s World Cup 2020

Since the previous decision earlier this year to reschedule both tournaments to early 2021, FIFA has been consulting with all stakeholders – including the host member associations, participating member associations and confederations – to continuously monitor the situation in relation to the pandemic, in particular with regard to any potential impact on the overall welfare and safety of age-group players and participants.

As part of this extensive consultation process and the “health and safety first” approach FIFA has taken, further major concerns in several areas were also raised by stakeholders during this process in relation to the hosting of age-group tournaments scheduled for 2020.

These concerns included, amongst others, challenges around preparation time for age-group teams, and the numerous obstacles to finalising the continental qualification tournaments due to the pandemic.

As a result and after careful consideration of the feedback received by the stakeholders combined with the inability to further postpone these tournaments, the FIFA-Confederations COVID-19 Working Group subsequently recommended that the 2020 editions of the two women’s youth tournaments be cancelled and that the hosting rights for the 2022 editions be offered to the countries that were due to host the 2020 editions.

In light of this, and following further consultation between FIFA and the respective host member associations regarding the 2022 editions of the tournaments, the Bureau of the Council has approved Costa Rica as host of the FIFA U-20 Women’s World Cup 2022 and India as host of the FIFA U-17 Women’s World Cup 2022 respectively.

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How LaLiga North America Is Engaging Local Fans Through Content

Since its launch in August 2018, LaLiga North America has built a fresh and dynamic approach to the market that is fuelled by strong brand partnerships and creative content. 

The objective for the joint venture (between LaLiga and Relevent Sports Group) is to promote Spanish football in a manner that is tailored to the nuances of the US, Canada and Mexico, growing its profile based on engaging specific audiences. 

“Once we launched, it was always clear for us that the core of our strategy had to be content,” stated Boris Gartner, the CEO of LaLiga North America, during an interview for Leaders’ ‘Media Innovators’ series. 

“Not only do we create localised content that engages more with existing fans, but this allows us to go after new fans in a way that a traditional non-localised approach to the market wouldn’t let us,” he added. 

Creation of 14 weekly shows for diverse audiences

For the joint venture, creating content that is specific to specific target demographics and to individual regions has always been a priority. Thorough market research was key to this strategy, with the initial focus being on the large Hispanic audience where there was already a historical connection to countries with a major football culture.

To read more and subscribe to the LaLiga Global Fútbol Newsletter, follow this link – How LaLiga North America Is Engaging Local Fans Through Content

Six Nations Rugby Appoints New Commercial And Marketing Chiefs

Six Nations Rugby has announced details of two new senior strategic appointments with Sarah Beattie joining as Chief Marketing Officer from 2nd November 2020 and Craig Maxwell joining as Chief Commercial Officer in the new year.

Sarah Beattie, a marketing and communications expert with some 15 years in the sports and technology industry joins Six Nations having worked at global sports media organisation DAZN Group for the past four years, most recently serving as VP of Marketing and Expansion. With a digital first focus on global fan engagement she helped launch the OTT streaming service into nine markets. Sarah has previously worked in senior marketing and communications roles across the energy, telecoms and automotive sectors.

Craig Maxwell joins Six Nations Rugby from his position as Commercial Director at the Welsh Rugby Union. Craig has been an integral part of the WRU’s Executive Board for the last ten years and has overseen the most successful commercial period for the Welsh Rugby Union, joining in 2010 from American sports and leisurewear group Under Armour, where he ran the UK and Ireland sports marketing operation.

The Six Nations Commercial and Marketing operations were previously overseen by Rupert Hunter, and these appointments are made following his decision to step down from his interim position as Chief Commercial Advisor at the end of the year.

Ben Morel, CEO Six Nations Rugby commented, “I am delighted to confirm these appointments today and would like to take this opportunity to welcome Sarah and Craig on board.

“The current external environment presents undoubtedly significant challenges for the game of rugby but equally fantastic growth opportunities and to navigate these challenges and ensure long-term success, we need to have the very best people.

“Sarah and Craig both possess deep expertise in their respective areas and will add tremendous value to our organisation and play pivotal roles in helping us achieve our strategic objectives in the years’

“I would like to take this opportunity to thank Rupert Hunter for his outstanding work and support this past year as Chief Commercial Advisor. Rupert’s contribution in these particularly challenging times has been, and continues to be, invaluable.”

IMG ARENA Seals Expanded Long-Term Deal With The World Snooker Tour

IMG ARENA, a leading sports betting service and content hub, has agreed a long-term deal with the World Snooker Tour (WST) extending its partnership for live streaming rights for the betting industry.

The partnership grows the existing live streaming agreement, covering a greater number of matches and tournaments on the WST tour.

Snooker has grown rapidly in recent years to become a truly global sport with vast levels of popularity and engagement among fans worldwide. Despite current challenges, the World Snooker Tour has successfully maintained its momentum with 20 events staged in 2020. Tournaments have up to 128 players competing with the action closely followed by a loyal audience.

WST Chairman Barry Hearn said: “We are delighted to extend our agreement with IMG ARENA. This is a perfect match between two businesses with a shared vision for the future for our sport and enthusiasm for creating new opportunities. We have worked with IMG for many years on various aspects of our sport and we admire their professionalism and intelligence. Snooker continues to develop as an outstanding property and we have long term ambitions for further international expansion.”

Freddie Longe, Executive Vice President and Managing Director of IMG ARENA, said: “This significant extension and expansion of our relationship with the World Snooker Tour demonstrates the commercial confidence on both sides and establishes a renewed platform for even greater success.

“With its global footprint and loyal fanbase, snooker is an essential part of the sports and sports betting eco-systems. We are delighted to increase the volume and quality of the content we offer to our sportsbook customers, which this deal makes possible.”

Two Circles Acquires TRM Partners, Establishes Rights Management Function

Two Circles, the Sport Industry Agency of the Year, has acquired TRM Partners, the world’s leading independent sports rights-sales business. Since 2014, TRM has been responsible for $700m in deals for sports rights-owners including the NFL, UEFA, ICC, Chelsea FC and AC Milan.

TRM was founded by former Manchester United commercial executives Harry Horsley and Leo Thompson as a pioneering, premium white-label sales resource and over the last six years has been responsible for landmark sports sponsorship deals including Yokohama’s record five-year partnership with Chelsea FC, and Visa and Pepsi’s ground-breaking UEFA women’s football partnerships.

Since Covid-19 hit this spring, TRM has also secured six deals worth a combined $50m – including Vodafone’s three-year title sponsorship of Test cricket in Australia – and renewed long-term agreements with UEFA, AC Milan and the Mercedes-Benz EQ Formula E team.

Two Circles, a Bruin Sports Capital company, helps over 300 leading sports rights-owners including the NFL, UEFA, Premier League, F1, World Rugby and Wimbledon use data analytics around sports fan behaviour to drive commercial growth and capitalise on the shift in media consumption to digital channels.

Two Circles will integrate TRM within the business through the creation of a Rights Management function that will build on TRM’s core commercial sales offering with the addition of data-driven, digitally-led sponsorship rights propositions that drive significant incremental revenue for sports rights-owners globally. Harry Horsley and Leo Thompson will serve as Co-Presidents of the Two Circles Rights Management vertical.

Gareth Balch, CEO of Two Circles, said: “TRM has created a pioneering rights-sales capability, successfully marketing the unique emotion of sport to drive commercial results for rights-owners and record impact for brands. By adding in data-driven, digitally-led rights propositions, we will take sponsorship into a new era. We’ve known for years that sports sponsorship is on the cusp of being rewired. Now we will rewire it.”

Harry Horsley and Leo Thompson added: “By combining our proven sales approach with Two Circles’ delivery of targeted and measurable digital audiences at scale, we’re going to demonstrate – in a more compelling, data-driven way than ever – why sports sponsorship is the most effective marketing channel for brands. Our new marketing proposition will deliver greater impact for brands, and significant incremental revenue for the sports industry.”

Two Circles has also acquired a majority stake in RugbyX, the World Rugby-approved 5v5 format of the sport founded by TRM. RugbyX features men’s and women’s international players competing on an equal platform, with equal pay, and debuted in 2019 at London’s O2 Arena. It will be expanded globally from 2021. 

Commenting on the deal, George Pyne, Founder and CEO of Bruin Sports Capital, said: “The growth of the sports marketing industry will be directly correlated to a marketer’s ability to definitively quantify the value of an investment across an ever-growing set of platforms. Two Circles has just put itself at the forefront of all of this by creating an end-to-end, data-driven resource for sponsors and properties to create value and transparency for marketing programs that few can match.” 

Arsenal Become First Premier League Club To Join With UN To Tackle Climate Change

Arsenal Football Club have upped their commitment to tackling climate change by becoming the first Premier League club to sign up to the UN Sports for Climate Action Framework.

The UN initiative aims to bring together the global sports community with a commitment to align with the goals of the Paris Agreement and support the ambition to achieve climate neutrality by 2050.

The signatories to this initiative, which already include FIFA, The FA and the IOC, aim to support these ambitions by adhering to the following five principles:

  • Undertake systematic efforts to promote greater environmental responsibility
  • Reduce overall climate impact
  • Educate on climate action
  • Promote sustainable and responsible consumption
  • Advocate for climate action through communication

In a 2019 study by the BBC and the United Nations-backed Sport Positive Summit, Arsenal topped the league table on sustainability among Premier League clubs. One year on, we are proud to build on the work we are already doing in this area and encourage positive climate action to our millions of supporters around the world.

A battery energy storage that Arsenal added in 2018. The battery storage system can power the 60,000-seat Emirates Stadium for an entire match, or the equivalent of 2,700 homes for two hours. Credit : Arsenal Football Club / David Price.

Hywel Sloman, Arsenal Operations Director, said:

“Arsenal is committed to leading the way on sustainability among Premier League clubs and we are proud to be the first club to sign up to the UN Sports for Climate Action Framework.

“Together with our partners, we’ve already implemented a number of environmentally friendly practices across the club. This includes becoming the first Premier League club to switch to 100% green electricity since the beginning of our partnership with Octopus Energy in 2016, and a new partnership with aluminium packaging company Ball Corporation which is designed to help us and our millions of fans around the world reduce our impact on the environment. 

“We will continue to use the power and reach of Arsenal toinspire our global communities and push each other towards a more sustainable future.”

Lindita Xhaferi-Salihu, Sports for Climate Action Lead at UN Climate Change, said:

“Football inspires so many of us around the world and there is a remarkable potential for the game to become greener, more climate resilient and lead by example for millions of global fans. We are delighted to welcome Arsenal as the first Premier League club to the UN Sports for Climate Action community as we raise awareness of climate change and use this opportunity to make a difference together.”