USA Swimming’s Vision for Future Success: Path to LA28, Athlete Well-being, and Empowering Women in Sports Leadership

USA Swimming’s COO and Interim CEO Shana Ferguson spoke with iSportConnect’s Taruka Srivastav increasing engagement with swimming, and ensuring USA Swimming remains a best-in-class National Governing Body. A veteran of the U.S. Marine Corps, Ferguson champions inclusivity in leadership and is driving initiatives to create more opportunities for women in coaching and executive roles in sports.

Tell us about the current strategy for USA Swimming.

USA Swimming’s strategy is focused on achieving success across four guiding Key Performance Indicators:

  • Achieving international success
  • Supporting athletes, clubs and coaches
  • Increasing engagement with swimming
  • Being a best-in-class National Governing Body

We are committed to providing every possible resource, from mental health to Safe Sport, to ensure that USA Swimming remains the most successful national swim team globally. On the grassroots side, we offer several dedicated services to member clubs, coaches and athletes, focused on developing the athlete pipeline and investing in the future of our sport. It is also critical for us to enhance the experience for families involved in the sport by maintaining thorough and consistent communication and keeping our clubs equipped to best serve our members.

Another goal of ours is to make sure more people in the U.S. and worldwide are engaged with our athletes. We often see an increase in engagement around the Olympic Games, as we just saw with Paris 2024, but we hope to maintain this lift throughout the next quadrennial, especially with the Games returning to the U.S. in 2028. We do this through national campaigns and digital platforms like the first-of-its-kind USA Swimming Network (app available on all smart devices) to maximize media coverage and highlight the organization’s success stories through custom content and race footage.

Our overarching goal is to be a best-in-class NGB. We take pride in our balanced budgeting approach that includes innovative revenue streams. This approach, which we have developed and refined over the years, allows us to invest in athletes, coaches, clubs, and essential services, further solidifying our position as a leader in the sports industry.

USA Swimming did well at the recently concluded Paris Olympics but still the golds were less since 1956.

We are incredibly proud to have topped both the overall and gold medal counts in the pool at the Paris 2024 Olympic Games. This achievement is a testament to our athletes’ and coaches’ hard work. While the number of gold medals was fewer than some previous Games, we acknowledge the rise in international competition as a positive development for the sport.

Our team of young newcomers and veterans alike gained invaluable experience for 2028, and our recent success at the Junior Pan Pacific Games underscores our strong pipeline development. As we look to the future, we are committed to utilizing innovative resources and advanced training methods to maintain our dominant position while prioritizing athlete well-being and mental health. Our focus remains on creating a sustainable pathway for long-term success, ensuring that our current stars and the next generation of athletes are equipped with all the necessary resources to succeed.

LA28 is going to be a home run for USA Swimming. What are the plans in action for the same success?

USA Swimming is confident in making the LA28 Games a standout moment for our sport. We are laying the groundwork for continued success with initiatives already in motion. This includes strategic marketing plans such as our “Goggles On” campaign, which aims to build the pipeline by attracting more families and reaching new audiences. We also continuously seek and activate new ways to attract more talent to swimming.

The Paris 2024 Games showcased the power of a domestic games for French athletes and how a strong home crowd can play a positive role in athlete performances and the overall fan experience. We expect strong fan support for LA28 and want to emphasize how integral that support is to the success of our athletes. We will leverage the energy of our passionate and loyal fan bases to fuel performances. The sport of swimming is rapidly expanding, and we are very excited to share our success with new audiences at home.

We’re also thrilled for swimming to be held at Sofi Stadium, following USA Swimming successfully laying the groundwork for this NFL stadium event format during the 2024 U.S. Olympic Team Trials – Swimming at Lucas Oil Stadium in Indianapolis. We were very pleased to see LA28 make this leap and look forward to a fantastic competition in Los Angeles.

What is your (commercial / digital / marketing / content) strategy and what are the main challenges?

USA Swimming utilizes a variety of distribution channels to communicate with members and market the organization to external audiences. This includes an automated marketing system designed to deliver hyper-targeted communications to members. We utilize traditional paid media channels, which include broad/external promotion of marketing campaigns such as “Goggles On.” Our USA Swimming Network is a free OTT application that houses hundreds of hours of content across multiple channels. Our content strategy is centered around celebrating our members through storytelling, and it’s a source of pride and inspiration as we celebrate the successes of our athletes and coaches, prioritizing DEI and athlete safety initiatives.

Who are your delivery partners (sponsors) and what is the scope of the collaboration?

USA Swimming proudly collaborates with 30 dynamic delivery partners across multiple sponsorship levels and diverse industries, from swimsuit manufacturers to automotive and financial services. These partnerships encompass event and broadcast integration, impactful digital communications, engaging sponsored content, vital athlete support, and innovative sampling initiatives. We deeply value our collaboration with these partners, who play a crucial role in our mission and success. Together, we are shaping the future of swimming and driving excellence in our sport.

As a woman in sport, are the opportunities increasing for women at the executive level? What are the challenges you have had to overcome as a woman in a leadership position?

As someone whose first career stop was in the United States Marine Corps, I understand what it takes to be part of an industry with few female leaders. I’ve been delighted to see significant progress with more  women in leadership and executive positions across sports. I believe this creates more inclusive work environments and brings fresh perspectives and drives innovation for the organization and in the industry overall.

Of course, there is more work to be done and challenges to overcome. For instance, at USA Swimming, we recognize the need for more female coaches at the elite levels of the sport. This is a top priority for us, and why we are working to increase resources and develop the pipeline for women in coaching. We’re proud that swimming is a sport where we see very strong participation numbers from women and where pay for athletes has always been equitable across gender, so ensuring this equity goes beyond the pool is critical.

Tennis Will Never Be the Same Without You Rafa

MICHAEL PIRRIE says Rafael Nadal was ‘Simply The  Best’  and thanks the tennis legend on behalf of his disabled brother and millions of fans worldwide for the inspiration, celebrations and memories 

Rafael Nadal’s recent retirement announcement has brought the curtains down on one of the most  glittering and significant careers in modern world sport – possibly the greatest.

Nadal’s exit from the centre courts he so often dominated and defended so absolutely for more than 20 years, was as sudden and dramatic as his initial arrival and the many epic victories that followed.

The retirement declaration caught the sporting world by surprise initially, scrambling in the aftermath to comprehend the meaning of the moment and significance of Nadal’s unprecedented achievements and unique appeal

Nadal has left an indelible impression on sport, on the world’s tennis courts,  and on millions of fans for whom sport will never be the same.

These include myself and my disabled brother, James

Rafa was our hero. We loved Rafa. He brought us together and he brought us closer. We shared a brotherly bond around our fondness and regard for Rafa. 

Everything changed when Rafa was playing in town or on screens around the world. 

We planned our lives as much as we could around Nadal’s progress through tournaments near or far.

I was initially introduced to Nadal by Jamie, who was fascinated by Rafa’s gladiator-like style and appearance. 

Jamie would only watch Rafa and only followed the tennis while Nadal was on court or on screen.

While Olympic legends like Bolt,  Phelps, Biles and others would come and go every four years, Nadal featured in our lives more regularly, at least four times a year at the slams, and these became milestone occasions  for James and I. We could not miss a Rafa match.

We were mesmerised by Rafa. We booked tickets as early as we could, sometimes  in advance of the draw, anticipating Rafa’s likely progress through the tournament.

I was advised by a ticket agent that seating sections for the disabled were more full for Rafa’s matches than for any other player.

We shared gossip about Rafa. My disabled brother was transfixed as a local newsagent told him how, while delivering papers in a nearby street, he had passed Rafa on an early morning jog during the Australian Open.

The news agent said many residents in the street were up early the next morning hoping for another Nadal sighting as the super star’s temporary presence in their community became bigger news in their homes than the contents of their home delivered newspapers.

Rafa’s news became part of our family’s news and  history.

They were the ‘Big Three’ but our allegiance was totally to Rafa. Jamie and I were in awe of Nadal. Rafa’s self-belief,  pursuit of every possible point no matter how impossible, integrity, and humility made us loyal to Rafa

While few of us can accompany a neurosurgeon into theatre or an astronaut into space to witness the human spirit at its best,  we can watch other forms of human excellence in action in more visible and accessible ways like elite sport. For us this involved watching Raphael Nadal

While not exactly sure why Jamie became so attached to Raffa you could probably not have a better hero or role model for your brother than Raphael Nadal

His sportsmanship, humility, and respect for the game and his opponents have endeared him to fans, fellow athletes, and the public alike. Even in defeat, Nadal’s grace and perspective under pressure shone through.

Nadal’s quirks, eccentricities and idiosyncrasies have endeared him and tennis to a wider audience and cross section of society and made tennis more relevant.

A few years ago, we took Jamie to China to see an exhibition match involving his football team, another great passion in his life.

It coincided with the French Open, and so instead of enjoying the bright lights and fabulous Cantonese cuisine and culture on the way back from Shanghai, we spent the days scouring Hong Kong  for sports bars or hotels broadcasting Rafa’s matches.

One night we shared our table with British Airways flight attendants. One of the crew did  fabulous impersonations of Rafa and his famous on court rituals.

These triggered many spontaneous celebrations amongst hotel guests and Rafa fans watching on giant screens queueing into the lobby, and cheering wildly every time Rafa won a shot or serve. Every match point was a talking point

Jamie’s football team may have missed easy goals and lost their match, but Rafa never  disappointed. Nadal won another memorable French Open while we delayed our stop over in Hong Kong to watch Rafa 

Jamie’s trip was a success thanks to Rafa’s win, which is still a talking point and memory wherever Jamie goes.    

Nadal’s success is most often viewed through the numbers amassed in a career that culminated in a staggering 1080 wins and just 227 defeats

The circumstances and character of those performances, often from the ‘last chance salon,’  are central to understanding the Nadal phenomenon

 Rafa captivated the tennis world and many outside the sport as well, intrigued by Nadal and what he brought to tennis and the times 

Jamie and I had always assumed Bruce Springsteen’s  ‘No Surrender’ classic was dedicated to Rafa’s never say die game and attitude; the soundtrack of his life.

Though retirement was inevitably approaching, Nadal’s sign off did not seem so imminent following his appearance at the recent Paris Olympics, despite struggling. 

The sporting world had hoped Nadal would somehow find a way back from the crippling injuries that had long threatened a career built, ironically, around miraculous comebacks conjured from some of the most desperate and seemingly hopeless situations in sport.

Those comebacks made Nadal a global household name and hero to so many of us.

The comebacks also punished and pushed Nadal’s body to the extremes of endurance in sport and ultimately to breaking point.

While it is said that talent alone may not always be enough and success can be a mysterious and elusive destination, Nadal’s  talent was so prodigious that success seemed inevitable from the outset.

Nadal was both a solo superstar and one side of a human triangle of tennis titans.

The rivalry between Nadal and Roger Federer initially and later with Novak Djokovic shaped Rafa’s career.

This fascinated the world as the trio chased each other around the planet in pursuit of titles, trophies, rankings and acclaim

The search for sporting fame and fortune, with overtones of the Messi, Ronaldo and Neymar struggle for football greatness, also forced the sporting public to take sides.

While Djokovic leads Nadal and Federer in slam titles, Rafa’s fans naturally believe a strong case can be made for  Nadal at the peak of the summit.

The Spaniard has a striking winning margin over Federer (24-16) and a near break- even record against Djokovic (29-31).

Federer’s choice of Nadal as his on-court partner at his emotional 2022 farewell in  London provides another perspective.

My brother and I, like all Nadal fans, also  believe Rafa’s wins have been more epic and consequential.

These include Nadal prevailing over Federer in the 2008 Wimbledon final regarded by tennis greats such as John McEnroe as the greatest tennis match ever played. 

Meanwhile Nadal’s 14 French Open victories is the most dominant achievement in the history of sport. 

Rafa returned faith and trust to sport in an era of doping, scandal and controversy and  highlighted the positive influence of sport in society.

The Spaniard played a key role in quelling fears amongst the public and players at major sporting events through his support for vaccinations during the Covid pandemic.

Nadal saved the controversial 2022 Australian Open after Djokovic, his nemesis,  was deported for failing to meet Covid vaccination and visa requirements.

Nadal, who had taken steps to be vaccinated prior to arriving, rescued the embattled tournament with one of the greatest performances of modern tennis, stretching over five brutal sets and more than five hours, described by The Times as “an incredible feat of physical and mental endurance.”

Coming back from two sets and a break point down in a Lazarus-like return from  sporting oblivion, Nadal took sport into new territory, becoming the first male player to secure an unprecedented  21st  grand slam title – the title Djokovic had so desperately coveted.

Nadal’s historic win lifted the mood of gloom across host city of Melbourne, where hospital intensive care units were full of severely ill Covid patients who had declined vaccinations, like Djokovic before he arrived and after he departed.

“The only thing I can say is I believe in what the people who know about medicine say, and if the people say that we need to get vaccinated, we need to get the vaccine. That’s my point of view,” Nadal said.

Nadal’s retirement alters the rivalry dynamic so much that subsequent grand slam victories by Djokovic will be regarded differently because of the absence of the Spanish and Swiss champions.

Nadal’s appeal to fans is vital to understanding his impact and legacies.  

Nadal was a sporting rarity, with a rare, almost universal attraction

Understanding Nadal’s appeal is also central to understanding the appeal and spirit of sport

Rafa Nadal embodied hope and inspiration – the key ingredients of sport.

He gave form and shape to hope and inspiration

Jamie and I could see and feel inspiration and hope when Rafa was on court 

CONCLUSION

Unlike the legendary Spanish Conquistador from the cautionary Procol Harum classic, Nadal’s armour-plated vest has rarely lost its sheen during the heat of countless sporting battles and skirmishes.

As Nadal takes leave from the circuit, returns his racquets to their covers and lowers his shield, there are few visible scars. 

The only surface wounds concern Nadal’s controversial appointment as tennis ambassador for Saudi Arabia as it attempts some reform and reposition itself on the world stage through sport.

The new role, to promote and develop tennis in the hard-line Kingdom, comes amid fears Nadal’s appointment is part of a wider Saudi strategy to use sport and its icons to help soften international opposition to traditional treatment of women and imprisonment and execution of state declared enemies.

Nadal’s involvement in Saudi’s big spending sports development programs, known more widely as ‘sports washing,’  has surprised many given the Spaniard’s vast personal wealth. This includes net career prize money and lucrative sponsor deals and product endorsements, currently estimated at well in excess of $200 million.     

While this may have  dimmed Nadal’s halo for some, the tennis great is well known for his generous financial support and funding of important programs at his own foundation and academy that help the disadvantaged.

As Nadal hangs up his racquet, his legacy is secure. He has inspired a generation of players and fans with his relentless work ethic, kindness and conduct and served as a outstanding role model for sport. 

Nadal was a sporting hero for troubled times. While Abba said ‘Thank You For The Music,’  Jamie and I and Nadal’s fans everywhere say Thank You Rafa for the hope, celebrations and memories. You will be greatly missed. 

Michael Pirrie is an international major events consultant and commentator who has worked on some of the world’s biggest events, including the highly regarded Sydney and London Olympic Games 

Investment firm Forest Road acquires Formula E team

The Forest Road Company, a Los Angeles-based investment firm, through funds managed by Forest Road Asset Management, has acquired 100% of the ERT Formula E team. The team is rebranding as Kiro Race Co and is thrilled to enter Season 11 of the ABB FIA Formula E World Championship (the “Championship”) with a change in ownership and vision, marking a new chapter in its history.

Forest Road brings a wealth of experience investing, operating and advising in industry sectors experiencing growth and transformation. As opportunistic investors with a proven track record in both media and renewable energy, Forest Road is well-positioned to drive significant value for the team and Formula E.

With the backing of Forest Road, as well as David Kaplan and Bennett Rosenthal, Co-Founders of Ares Management, Kiro Race Co is positioned for the long term and will be focused on driving sustained growth. David Kaplan will act as Managing Partner of the team, capitalizing on his decades of investing and operating experience to achieve world-class performance. Together, this new ownership group brings a unique perspective to Formula E and is eager to leverage its extensive network to attract new partners and increase awareness of electric racing in the United States and globally.

Partnership with Porsche Motorsport Strengthens Performance

The team is also announcing a technical partnership with Porsche Motorsport. This collaboration will see Kiro Race Co equipped with Porsche’s twice world championship-winning technology. The Porsche 99X Electric of GEN3 becomes the Porsche 99X Electric WCG3, featuring upgrades to common components to comply with new GEN3EVO regulations. This partnership ensures access to cutting-edge performance and will be instrumental in Kiro’s ambitions to move up the grid.

Forest Road entering Formula E as a team owner, along with Liberty Global’s recent acquisition to become the controlling shareholder of Formula E, reinforces the series’ immense growth potential. Already the world’s fastest growing motorsport, the Championship continues to experience remarkable momentum – global TV viewership jumped 35% in Season 10 alone, and Season 11 will boast the largest calendar to date, featuring 17 races across the globe.

Alex Hui, Team Principal of Kiro Race Co: “This is truly a historic moment for our team. Bringing a US-based asset management group like Forest Road into Formula E is a testament to the series’ growth and our team’s potential. Their investment allows us to build with confidence for the future and compete at the highest level. We are excited to work with them and Porsche Motorsport to achieve our goals.”

Jeremy Tarica, Managing Director of Forest Road: “We are thrilled to enter The Formula E World Championship and start our journey as Kiro Race Co. The Championship is at a pivotal moment of maturation from a macro and micro perspective. As the world embarks on a massive transition to electric vehicles, the race product has achieved a significant breakthrough in technology with the fastest accelerating single-seater cars. We are committed to helping Kiro become a leading force in the industry.”

Jeff Dodds, CEO of Formula E: “This is a fantastic development for Formula E and for Kiro Race Co. It marks the entry of a sophisticated investor group with a strong track record in the sports and entertainment industry. This investment in the team and its ambitious new owners will help us continue to grow the Championship and make it more attractive to fans and partners around the world.”

Mike Fries, CEO of Liberty Global: “This investment further validates our decision to acquire a controlling interest in Formula E at this exciting moment for the championship. We are confident that Kiro Race Co, under the leadership of Forest Road, will further strengthen the series and help it to remain the fastest growing motorsport in the world.”

FIFA names Lenovo as official technology partner

Lenovo was announced as the Official Technology Partner of FIFA at the distinguished company’s Tech World ‘24 event in Seattle, United States. The deal covers the FIFA World Cup 26™ in Canada, Mexico, and the United States, and the FIFA Women’s World Cup 2027™ in Brazil, as well as other FIFA competitions.

As part of the agreement, Lenovo’s diverse technologies and innovations – including rapidly advancing developments in AI (Artificial Intelligence) – will be incorporated into the 2026 and 2027 tournaments to enhance fan and broadcast experiences, and to democratise data access around the world.

“It’s really wonderful to be here in Seattle with you and so many global tech leaders. Today starts a game-changing collaboration, not only for FIFA and Lenovo, but also for global football, or ‘soccer’, as you call it here in the US,” Mr Infantino told attendees in Seattle, one of the venues for matches in both the FIFA World Club World Cup 2025™ and FIFA World Cup 26.

“Our version of football, the style played by the Seattle Sounders and the (Seattle) Reign, rather than the Seattle Seahawks, is the world’s favourite sport,” the FIFA President added. “To help our brand of football flourish further, FIFA has big ambitions in the tech space and, while we have invented some great innovations in the past, we know that we can offer even more to the football world in the future.

“This is a special moment for FIFA. The FIFA World Cup (in) 2026 will be the greatest show on the planet, an event unlike anything the world has ever seen. And for the FIFA Women’s World Cup in Brazil (in 2027), this will be a ground-breaking event, showcasing again how football unites the world. Over five billion people watched the last FIFA World Cup, and 2026 will beat that number, for sure.”

The FIFA World Cup 26 will be the first edition to feature 48 teams and to be hosted across three countries, while the FIFA Women’s World Cup 2027 will be the first to be staged in South America. For the FIFA President, the two tournaments will provide the perfect platform for FIFA to use technology responsibly and fairly to spread football’s unifying message the world over.

“Our ambition is not just to unite people with football, but to connect billions of people all around the planet with technology and AI. And the support and partnership of Lenovo will help us achieve that goal,” said Mr Infantino. “FIFA is ready to explore and adopt technology and AI to positively impact football, the world and unite it. So, let’s push the boundaries and make football more accessible and more equal to everyone across the world.”

McLaren Racing signs T-Mobile as an official partner

McLaren Racing has announced T-Mobile as an Official Partner of the McLaren Formula 1 Team, and as the Exclusive 5G Partner in the United States, from the 2024 United States Grand Prix in Austin this week.

The U.S. focused partnership connects America’s largest and fastest 5G network with the McLaren Formula 1 Team and paves the way for McLaren Racing to leverage T-Mobile’s 5G to enhance race day operations, deliver best in class connectivity for hosted guests, and unlock immersive new fan experiences at U.S. races. This follows T-Mobile’s track record of delivering operational efficiency and connecting critical data for its partners while also creating unique fan experiences.

The McLaren Formula 1 Team will feature T-Mobile branding on multiple touchpoints for the remaining U.S. races of the 2024 season and beyond, including garage headsets and the race cars of McLaren Formula 1 drivers Lando Norris and Oscar Piastri.

Matt Dennington, Co-Chief Commercial Officer, McLaren Racing, said: “We are delighted to welcome T-Mobile to the McLaren Racing family. As our U.S. fan base continues to grow, it is great to be able to work with more partners that will help us increase our presence and ability to activate with our fans in these regions.”

WFFA joins forces with Juventus for the World Freestyle Football Championship

The World Freestyle Football Association (WFFA) has announced a new chapter in its partnership with football powerhouse Juventus and their innovative Juventus Creator Lab, this time to organise the most prestigious Freestyle Football event of the year: the World Freestyle Football Championship (WFFC).

The 2024 World Finals will take place in Turin, Italy between November 8th and 14th, utilising the cutting-edge facilities of the Juventus Creator Lab. This year’s event will feature a groundbreaking competition format, promising an unforgettable experience for both the 32 participating athletes —16 males and 16 females from all continents— and the fans all around the world.

This collaboration builds on a successful partnership that began in May 2023 when Juventus hosted the first-ever TikTok global Freestyle Football contest, won by Brazilian star Adonias, who became the official freestyler for the bianconeri. In May 2024, the Juventus Creator Lab launched the documentary Freestyle Saved My Life: The Story of Adonias Fonseca, highlighting his journey of overcoming obstacles through Freestyle Football. On the same year, Juventus was also present at the World Freestyle Football Championship in Nairobi, Kenya as an official media partner, broadcasting the World Finals on their TikTok channel —where Juventus ranks among the top 10 global brands— and rewarding selected finalists with tickets to a Serie A match at the Allianz Stadium in Turin.

“It was a pleasure and an honour to collaborate with such an iconic institution as Juventus in the TikTok freestyle contest and after the success of their live streaming from our World Freestyle Football Championship in 2023, we are excited to evolve the partnership even further”, said Dan Wood, Co-Founder of the WFFA. “The next episode of our alliance was obvious: bringing the World Championship of our sport to Turin to offer both athletes and fans a unique experience. It will be a truly innovative move for a sporting World Championship, which is credited to the vision and skills of the Juventus Creator Lab team”.

“We’re thrilled to continue our partnership with the WFFA and host such a prestigious event at the Juventus Creator Lab and here in Turin,” said Mike Armstrong, Juventus’ Chief Marketing Officer. “This aligns well with our vision to engage and inspire youth through on-pitch and off activities while striving to support the freestyle football movement worldwide. The WFFA continues to impress with growth figures, incredible talent and stories, and a global footprint which makes this unique for the organisation and city.”

Atlético Madrid renames stadium as part of Riyadh Air partnership

Atletico Madrid has signed a nine-year agreement with Riyadh Air for the naming of the stadium. The first match with this new name will be the game against Leganés on October 20.


Riyadh Air Metropolitano – this is how Atletico Madrid’s stadium will be known as a result of the nine-year agreement reached with our main sponsor for the naming of Atlético’s home. Saudi Arabia’s premium digital native airline became the club’s main sponsor on August 10, 2023 and will now serve as the naming of the stadium. During the first year of sponsorship, the Riyadh Air logo has featured on the front of the men’s first team kits in all domestic and international matches.

The relationship between the two entities is further strengthened by this new strategic agreement until 2033, which makes the Saudi Arabian company the most important sponsor in the club’s history.

Riyadh Air, whose commercial operations will begin in summer 2025, and Atlético de Madrid share a passion for excellence, sustainability and a clear commitment to technological innovation with the firm objective of improving the experience of our fans and all the visitors who come to our stadium every year to enjoy the top-level events that take place here.

Tony Douglas, CEO of Riyadh Air said: “It’s an honor to become the naming partner for the Riyadh Air Metropolitano and extend our partnership with Atlético de Madrid until 2033. Both organizations are driven to succeed at the highest level and having our name on such an iconic stadium will elevate the awareness of Riyadh Air across the sporting world and beyond.”

Atlético de Madrid CEO Miguel Ángel Gil said: “Just over a year after signing the sponsorship agreement with Riyadh Air, we are all proud and very happy to announce the extension of the partnership signed then with the agreement whereby our stadium will be named Riyadh Air Metropolitano. Thanks to Tony Douglas and his team for trusting Atlético de Madrid as a strategic partner for the launch and development of their ambitious global project.”

The thousands of fans who attend the next home match on October 20 against Leganés will do so under the new name of Riyadh Air Metropolitano. The final installation of the new name of the stadium on the main, northeast and southeast facades will take place in the next few weeks.

New SPORTEL Event Promotes Industry Women

For the first time, SPORTEL will present a networking lunch championing women in the sports business industry. 

In collaboration with Amazon Web Services, SPORTEL will be hosting a special event celebrating the trailblazing women who are shaping the future of the sports media industry. 

In a traditionally male-dominated field, the initiative shines a well-deserved spotlight on the achievements, leadership, and future projects of these inspiring women. 

“A couple of years ago, clients took the initiative to gather the ‘women of SPORTEL’ for a breakfast,” said Micheline Van Puymbroeck, the commercial and marketing director of SPORTEL. “We understood the need for this type of event, so we decided to support this movement and organize our own lunch championing women in sports media. We’re very lucky to get the support of AWS for the event.” 

The gathering will take place on Tuesday, October 29, from 12-2 pm at the Twiga restaurant in the Grimaldi Forum. 

The setting means that SPORTEL attendees will not have to go outside the main event venue to enjoy the lunch and listen to an inspirational group of female leaders in the business discussing ‘How Awesome Women Are Driving Innovation in Sports.’

The panel session from 12:30-1 pm will be moderated by Julie Souza of AWS. 

She will be joined on stage by 

  • Melissa Lawton of Sail GP
  • Aarti Daba of Formula E 
  • Diana Ustymenko of Sportradar.

Both men and women are welcome to attend.

The aim of the lunch is to empower and create visibility for female professionals while offering a platform for networking and collaboration. 

“By championing the success stories of today, SPORTEL hopes to inspire the next generation of women in sports media,” Van Puymbroeck said. “This landmark event marks a crucial step towards a more inclusive and diverse industry.”

SPORTEL Full Conference Programme: https://www.sportelmonaco.com/programme

To learn more and register for SPORTEL: https://www.sportelmonaco.com/landing?st_campaign=SM24&st_source=press&st_medium=socialmedia

World Rugby extends partnership with Asahi until 2029

World Rugby and Asahi Super Dry have extended their successful partnership, with Japan’s leading beer brand continuing as Principal Partner for all men’s and women’s Rugby World Cups through 2029. The long-term deal includes Women’s Rugby World Cup England 2025, Men’s Rugby World Cup Australia 2027, and Women’s Rugby World Cup Australia 2029, reflecting a shared goal of expanding rugby’s global reach.

Building on the debut success at Rugby World Cup France 2023, Asahi Super Dry will bring a fresh perspective to global audiences, launching bespoke multi-channel marketing campaigns for each tournament. The brand will kick-off its Women’s Rugby World Cup England 2025 campaign with a nationwide launch of a limited-edition pack, offering fans a chance to win exclusive prizes, including tickets to the final. The campaign will also feature social media, broadcast advertising, and influencer partnerships to engage fans.

Asahi Super Dry will also develop a Bar Finder feature within the Official Women’s Rugby World Cup England 2025 App, guiding fans to the best venues to enjoy the atmosphere around what promises to be the biggest and best women’s rugby event ever.

At official match and fan venues, Asahi Super Dry will enhance the fan experience with a premium range of alcoholic and non-alcoholic beverages, promoting responsible enjoyment. Additionally, Asahi Super Dry will serve as the presenting partner for the Official Rugby World Cup Podcast, offering fans behind-the-scenes insights and exclusive interviews, continuing the podcast’s huge breakout success at France 2023.

World Rugby Chief Executive Alan Gilpin said: “We are thrilled to extend our partnership with Asahi Super Dry through 2029. Their support during Rugby World Cup 2023 was crucial to its success, and their continued commitment reflects their passion for the game and belief in its growing global appeal, particularly in the women’s game, which is going from strength to strength, reflected by record ticket pre-sales for Rugby World Cup England 2025.”

Asahi Europe & International CEO Paolo Lanzarotti added: “We are excited to continue our support of Rugby World Cup, especially the women’s game, which is rapidly growing. Rugby World Cup provides the perfect platform for Asahi Super Dry to offer fans unique experiences like never before.”

ZAIN Group maintains official title sponsorship for the Arabian Gulf Cup

Zain Group, a leading provider of innovative technologies and digital lifestyle communications operating in eight markets across the Middle East and Africa, has renewed its agreement to remain the official title sponsor for the Arabian Gulf Cup. The deal was brokered by the Arab Gulf Cup Football Federation’s (AGCFF) commercial agency, IMG.

Under the agreement, the biennial international football competition will be known as the ‘Khaleeji Zain 26’ for the upcoming edition. It will take place in Kuwait between 21 December 2024 – 3 January 2025.

Alongside naming rights opportunities, Zain Group’s brand will be present across key premium assets for the competition, including on pitch branding, digital integrations and broadcast advertising as well as city-wide fan zones and activations for the duration of the tournament. Zain Group became the tournament’s first official title sponsor when it previously came on board for the 25th Arabian Gulf Cup in 2023, held in Iraq.

Jassim Al-Rumaihi, Secretary-General of the Arab Gulf Cup Football Federation, said: “We appreciate this partnership with Zain which was secured through our commercial partners IMG, and are looking forward to another successful competition. This partnership with Zain will enhance the Arabian Gulf Cup edition in Kuwait, especially as it attracts football fans in the region and we hope to continue this association long term.”

Bader Nasser Al-Kharafi, Zain Vice Chairman and Group CEO, commented: “As a leading provider of innovative technologies and digital lifestyle communications across the region, Zain is committed to the development of youth and sports as vital pillars of every society. By participating in the Arabian Gulf Cup (Khaleeji Zain) for the second consecutive edition, we aim to contribute to elevating Kuwait’s standing as a leading force in regional sports. This thrilling competition will be watched by millions of passionate fans across the region, also bringing together thousands of fans from the GCC, to celebrate the unity, rich heritage, and enduring bonds of the Gulf nations.”

Adolfo Bara, SVP & Managing Director of Football Events at IMG commented: “Zain Group’s continued support and participation in the Arabian Gulf Cup showcases the strength of the tournament as a growing global asset. Together, IMG & AGCFF delivered one of the most successful editions of the tournament in 2023 and we’re looking forward to expanding on that success to grow the competition for the future.”

IMG has a long-term commercial partnership with the AGCFF to market the media rights and sponsorship agreements for the Arabian Gulf Cup, through to 2031. The partnership has delivered significant commercial milestones for the tournament, securing a series of new commercial partners for the previous edition featuring globally renowned brands Toyota and Mitsubishi Electronics, alongside established regional brands.

In addition to its partnership with AGCFF, IMG manages global sponsorship sales for CONMEBOL Libertadores and Sudamericana, Fédération Internationale de Football Association (FIFA), Football Club Internazionale Milano, Chivas De Guadalajara, the Leagues Cup, The Confederation of African Football (CAF), Deutscher Fussball-Bund (DFB), and the current World Cup titleholder Asociación del Fútbol Argentino (AFA).