Case Study: How Sports Broadcasting Is ‘Virtually Limitless’ With The Right Partner

FIND OUT HOW MILLIONS OF FANS AROUND THE WORLD GET TO SEE THE RACE UNFOLD

ORIOL PUIGDEMONT – A FAN’S PERSPECTIVE

Oriol Puigdemont has been a motorsports journalist since 2004, covering different race categories such as MotoGP, Formula 1 and Dakar Rally. Not many people get to go ‘behind the scenes’ at a MotoGP event with one of the world’s largest telecommunications specialists, Tata Communications.

As a fan of the sport, and someone who makes a point of trying to keep up with technology, I thought I might have an idea of what was required to set up a live control centre and broadcast the action around the world. But, you can honestly only begin to appreciate the size and scale of the logistics needed, by seeing something like this first-hand. And I was fortunate enough to have that exclusive access at the Italian Grand Prix. I visited the Tata Communications control centre at the Mugello Circuit in Tuscany, Italy, just hours before the race was due to start.

My remit was to find out how millions of fans around the world got to see the race unfold. This is a story about what goes on behind the scenes; the vast, almost mind-blowing technology that works in the background to make it happen.

MotoGP – The oldest motorsports championship in existence is also the most exciting in the world. MotoGP has been thrilling race fans since 1949 when it was inaugurated as the FIM Road Racing World Championship Grand Prix, and is constantly winning new fans as it continues to expand around the globe. Dorna Sports is the exclusive commercial and television rights holder of the FIM Road Racing World Championship Grand Prix (MotoGP), along with WorldSBK.

IF Forum 2020 To Debate How Sport And Society Can Emerge Stronger Following Global Crisis

The International Federation (IF) Forum 2020 will explore how sport and society can emerge stronger from a global crisis when the global sporting community gathers from 4-5 November at the Hotel Royal Savoy in Lausanne, Switzerland.

Experts will discuss strategies to drive the recovery of sport following the Covid-19 pandemic whilst establishing game plans that sports leaders can put in place to mitigate challenges that may arise from possible unforeseen disruptions in the future.

Topics that will be debated will include crisis management, scenario planning, how to limit risk from a legal and financial perspective, law-related commercial considerations for IFs and how to stay connected and reassure athletes, fans and stakeholders in times of adversity.

International Sport Federation and Partner registration is open for this year’s edition of the annual IF Forum, which is organised by SportAccord for International Sport Federations and their Stakeholders is supported by the International Olympic Committee (IOC). Further details about the IF Forum 2020 conference programme, speakers and participants will be announced in the coming weeks.

SportAccord and GAISF President Raffaele Chiulli said: “The IF Forum will be a vital signpost for the global sports movement in a turbulent 2020 and thoughts turn to a brighter future. As an integral part of communities worldwide, sport will play a crucial broader role as societies and economies emerge from the Covid-19 crisis.”

“All of sport’s custodians and decision-makers have an important part to play in coming together to inspire positive change whilst safeguarding against future challenges, and the IF Forum 2020 in Lausanne will serve as an essential starting point.”

The invitation-only IF Forum 2020 will bring together 300 leaders from 125 International Sports Federations, with delegates, speakers and exclusive Official IF Forum Partners discussing best practice in an intimate environment.

Presentation slots have been scheduled over the course of the programme as part of exclusive rights and benefits available to Partners of the invitation-only event.

The IF Forum 2020 will also feature numerous other opportunities for Partners to engage directly with sport’s decision-makers, including VIP functions and social activities for networking.

To discuss partnership opportunities and take advantage of exclusive access to the IF Forum, contact our Sales Team by email at sales@sportaccord.sport or by phone at +41 21 612 30 79.

For further information about the IF Forum, please download the brochure here or visit: https://www.sportaccord.sport/if-forum.

For media enquiries, please contact: media@sportaccord.sport

Follow #IFFORUM2020 on TwitterLinkedInFacebookYouTube and Flickr.

Case Study: How Sports Broadcasting Is ‘Virtually Limitless’ With The Right Partner

Find out how millions of fans around the world get to see the race unfold.

ORIOL PUIGDEMONT – A FAN’S PERSPECTIVE

Oriol Puigdemont has been a motorsports journalist since 2004, covering different race categories such as MotoGP, Formula 1 and Dakar Rally. Not many people get to go ‘behind the scenes’ at a MotoGP event with one of the world’s largest telecommunications specialists, Tata Communications.

As a fan of the sport, and someone who makes a point of trying to keep up with technology, I thought I might have an idea of what was required to set up a live control centre and broadcast the action around the world. But, you can honestly only begin to appreciate the size and scale of the logistics needed, by seeing something like this first-hand. And I was fortunate enough to have that exclusive access at the Italian Grand Prix. I visited the Tata Communications control centre at the Mugello Circuit in Tuscany, Italy, just hours before the race was due to start.

My remit was to find out how millions of fans around the world got to see the race unfold. This is a story about what goes on behind the scenes; the vast, almost mind-blowing technology that works in the background to make it happen.

MotoGP – The oldest motorsports championship in existence is also the most exciting in the world. MotoGP has been thrilling race fans since 1949 when it was inaugurated as the FIM Road Racing World Championship Grand Prix, and is constantly winning new fans as it continues to expand around the globe. Dorna Sports is the exclusive commercial and television rights holder of the FIM Road Racing World Championship Grand Prix (MotoGP), along with WorldSBK.

Member Insights: Where Do Recent Events Leave The Future Of Financial Fair Play?

The Court of Arbitration for Sport (CAS) recently handed down its decision in the matter of Manchester City FC (MCFC) v UEFA. The decision had been much anticipated in sporting circles given the stakes and the fact of UEFA’s Club Licensing and Financial Fair Play (FFP) rules, that were put in place to regulate the spending of football clubs, being put under the judicial spotlight.

As discussed below, MCFC came away from CAS with a victory against UEFA. In light of this decision, and the recent financial turmoil imposed on clubs by the Covid-19 virus, questions are being asked about the future of FFP. Below, Tom Edwards and Alex Haffner review CAS’ decision and discuss the future of FFP. 

MCFC v UEFA: The Line-Ups And Key Facts

The proceedings before the CAS were an appeal by MCFC against a decision of UEFA’s Adjudicatory Chamber. The investigation against MCFC initially arose out of leaked emails that were obtained by investigative journalists as a result of email hacking. UEFA handed down its decision in February 2020, in which it concluded that MCFC had disguised equity funding as sponsorship income. This was a problem because the FFP rules specifically set limits on the amount of equity funding a club can receive. The effect of the alleged breach was that, in the eyes of UEFA, MCFC had artificially inflated its commercial income by over £200m, and therefore intentionally breached the FFP break-even rules which set the allowable losses of each club over a three year period. As a result of UEFA’s sanctions, MCFC were handed a large fine and banned from European competition for two seasons. 

A major issue in the proceedings (certainly in the press), was whether the sponsorship provided by Etisalat would potentially fall outside of the limitation period applied to the charges from UEFA.

The proceedings centred on alleged equity funding from the owners of MCFC, acting through two investment vehicles, jointly referred to in the proceedings as ADUG. UEFA alleged that equity funds from ADUG had been channelled through two sponsors, Etihad and Etisalat, which UEFA alleged were connected to both MCFC and ADUG, and which did not comprise legitimate sponsorship funds, but were a deliberate attempt to circumvent the limits on allowable equity contributions.

Were The Charges Against MCFC Time-Barred?

A major issue in the proceedings (certainly in the press), was whether the sponsorship provided by Etisalat would potentially fall outside of the limitation period applied to the charges from UEFA. 

UEFA President Aleksander Čeferin

Article 37 of the UEFA Club Financial Control Body (CFCB) rules states that a prosecution is barred after five years for all breaches of the [FFP]. Therefore if any charges related to the period more than five years before the prosecution took place, those charges would be inadmissible in these proceedings.

Whether or not the limitation had expired depended upon the interpretation of when the prosecution was deemed to have taken place. The CAS panel determined that the prosecution took place when the charges were formally filed against MCFC. In the present case, this was the issuance of the referral decision to the Adjudicatory Chamber on 15 May 2019. Therefore the panel had found that it could only look to charges against MCFC arising from breaches taking place on or after 15 May 2014. 

Alleged breaches arising out of financial statements filed with The FA for the years ending May 2012 and May 2013 were therefore time-barred. Actions arsing out of break-even calculations over the same period were also time-barred.

“The panel did not find it credible that a large company such as Etihad would have been able to hide large amounts of money being passed through its accounts to MCFC without it being noticed.”

UEFA were therefore prevented  from charging MCFC for any breach arising from the provision of funding by Etisalat as the breach fell outside of the limitation period. 

As for the funding by Etihad, the panel found that the payments received in 2012/13 were time-barred, but the payments made to MCFC in 2013/14 and 2015/16 were made within the limitation period, and these charges could therefore proceed.

Did MCFC Disguise Equity Funding As Sponsorship Income?

The key question remained whether the club had disguised payments from ADUG as sponsorship payments from Etihad. UEFA contended that this is exactly what had happened, whether by ADUG directly providing money to Etihad which was then paid to MCFC, or by ADUG directing other third parties to provide the funds to Etihad, which would then be passed on to MCFC. UEFA contended that the leaked emails (which were written by key senior officials of MCFC) proved that the club had arranged for equity funds to be paid to MCFC via its sponsors to disguise the true source of such funds. 

However, the CAS panel instead found that the leaked emails by themselves were not sufficient evidence to support the finding that MCFC had provided incorrect information by UEFA by disguising equity contributions as sponsorship. The emails only showed that the arrangements had been discussed, not acted upon. Indeed, the panel was fairly critical of UEFA when addressing this point, noting that for UEFA’s interpretation of the facts to be true, it would have involved a vast conspiracy involving multi-national companies, large accountancy firms, and possibly the government of Abu Dhabi. The panel did not find it credible that a large company such as Etihad would have been able to hide large amounts of money (allegedly from ADUG) being passed through its accounts to MCFC without it being noticed. Witness evidence from senior Etihad figures supported this assertion.

Based on the evidence, the majority of the panel was not comfortably satisfied that equity payments had been disguised as sponsorship, and the panel was not comfortably satisfied that the Etihad sponsorship payments were procured to be funded by ADUG or unidentified third parties.

Did MCFC Fail To Comply With CFCB Investigation?

The CAS panel found that MCFC should have complied with UEFA’s request to make certain witnesses available during the Adjudicatory Chamber proceedings (notably the authors of the leaked emails). In addition, MCFC withheld the identity of an individual that UEFA was seeking to identify until long after the issue could have been clarified by MCFC. Further, MCFC only partially complied with UEFA’s request to provide the full leaked emails and their email chains over a year after the initial request by UEFA in the present proceedings. 

The panel considered that the above were reasonable requests by UEFA and MCFC had no reasons for their failure to produce the documents and witnesses. MCFC had therefore breached their obligation to cooperate with UEFA, which was a key pillar of the FFP regulations, and MCFC’s fine was upheld (although reduced) on this basis.

The panel did find that, at times, MCFC had been very reluctant and, at times, uncooperative in providing UEFA with the information requested (copies of the leaked emails and their email chains in full, along with certain witness testimony). 

However, the panel reasoned that while MCFC had only partially complied with UEFA’s four evidentiary requests, as UEFA did not pursue these requests further no adverse inference could be drawn from MCFC’s failure to provide such information in full. 

The goal of FFP is therefore not to act as a leveller for all clubs (as higher income allows higher expenditure) but to ensure clubs do not spend beyond their means.

The Impact Of Covid-19

It is no exaggeration to say that Covid-19 could spell financial disaster for some top tier clubs. The huge loss of ticket revenue, combined with possible repayments of broadcasting receivables has left clubs with a hue black hole in their yearly accounts (it was recently reported that FC Barcelona’s president said the club was expecting to receive only around 30% of its estimated 2021-21 income, with the club losing  €200m between March and June of this year). The financial impact has already been seen to some extent, with a markedly slow summer transfer window, and with major clubs such as Arsenal announcing staffing cuts or redundancies. Undoubtedly, the longer the virus continues to affect clubs, the worse the resulting financial position will be.

In brief, the FFP rules allow clubs participating in European competition (further rules are applied at each domestic league level) to provide certain financial monitoring information to UEFA, and to comply with the break-even requirements. This allows clubs to make a €5m loss over each three year period, though it can be exceeded by a further €30m if such extra loss is covered by equity contributions to the club (these are the same requirements MCFC were alleged to have breached). 

The goal of FFP is therefore not to act as a leveller for all clubs (as higher income allows higher expenditure) but to ensure clubs do not spend beyond their means, supposedly making football clubs more financially sustainable. However, the rules really only achieve this measure if a club obtains similar income over the reporting period. The FFP rules arguably don’t protect clubs from sudden and potentially long-term losses of income. UEFA have temporarily relaxed the FFP requirements for the current season (noting most clubs are expect to have large losses), perhaps indicating the FFP rules’ inability to assist clubs with large scale financial crises’.

What is clear, is that the covid crisis has asked major questions about the sustainability of the financial industry of football.

Fladgate Comment

The landmark case involving the FFP regulations was undoubtedly resolved in the favour of Manchester City, but it was not perhaps the overwhelming victory MCFC were looking for. It is clear that at least some of the claims against MCFC were thrown-out as they were time-barred. The charges relating to the Etihad payments simply hadn’t been sufficiently evidenced by UEFA, as a result of what appears to be a failure by UEFA to continue investigating the issue. UEFA clearly thought the leaked emails were all the proof that they required, but CAS drew a clear distinction between showing that matters had been discussed, and those matters actually taking place. 

One result of CAS’ decision which is clear, is that UEFA clearly did not utilise their full investigatory powers (i.e. not following up on evidentiary requests, or being satisfied with only part fulfilment). Many will claim that it was UEFA who dropped the ball on this investigation, rather than the underlying rules being flawed in any way. The decision isn’t therefore necessarily a knock-out blow for the FFP regulations, and we expect UEFA to beef up its investigatory powers in the near future. UEFA may also decide to revisit the rules of disclosure regarding proving the source of funds, especially regarding sponsorship payments. 

It is possible that UEFA may review the FFP regulations following the covid-19 affected period, perhaps by imposing a maximum expenditure limit on clubs, or insisting that clubs hold certain cash reserves in case of crises. 

What is clear, is that the covid crisis has asked major questions about the sustainability of the financial industry of football. UEFA will certainly feel they have a duty to protect European competition from such crises’ in future, so may enact changes to the FFP in this regard.

Alex Haffner – Partner, Tom Edwards – Associate, Sports Business Group – Fladgate LLP

ELEVEN SPORTS Portugal Renews LaLiga Deal

ELEVEN SPORTS Portugal has extended its partnership with LaLiga Santander for the next three seasons.

ELEVEN subscribers in Portugal will continue to enjoy all the best LIVE action from Spain’s top tier – from all the El Clasicos to following the progress of Portuguese stars João Félix, Francisco Trincão, Nelson Semedo, William Carvalho, Hernani, Ruben Vezo, Rui Silva, Domingos Duarte and others.

ELEVEN has also secured exclusive rights to LaLiga SmartBank and will broadcast over 100 games a season from the Spanish second league.

Fans will be able to enjoy comprehensive coverage of Spanish football across ELEVEN’s OTT and linear channels.
Melcior Soler, Director of Audiovisual, LaLiga, said: “ELEVEN SPORTS is a strategic partner for LaLiga in Europe and the renewal of our agreement with them in Portugal is a true reflection of this. We have three seasons ahead of us to continue growing together in Portugal and to offer the best live football to Portuguese fans.”

Jorge Pavão de Sousa, Managing Director of ELEVEN SPORTS Portugal, added: “Over the past two seasons we have worked closely with LaLiga to develop a fantastic value proposition for Spanish football fans, and we want to continue to build on that now and deliver for fans in the years ahead. LaLiga is one of the most exciting competitions in the world and is a natural fit for our portfolio of premium rights here in Portugal, which also includes the UEFA Champions League and F1. We are committed to growing our offering in Portugal and this new partnership with LaLiga is an important step in that journey.”

NFL And Sky Sports Unveil ‘Sky Sports NFL’ Channel, Extends Exclusive Ascot Rights

Sky and the NFL have agreed a new five-year deal to broadcast the NFL, and for the first time ever the league will partner with an international broadcaster to launch a channel dedicated to the sport. 

The agreement marks the 25th anniversary of live NFL coverage on Sky Sports and will see ‘Sky Sports NFL’ launching from September 3 ahead of the 2020 season, which kicks off on September 10. 

The brand new in-season channel will be the round-the-clock home of the NFL on television in the UK and Republic of Ireland from the regular season through to the playoffs, with Super Bowl LV live from Raymond James Stadium in Tampa on February 7. 

Sky Sports NFL viewers can look forward to the following: 

  • Minimum of five live games each week 
  • First-pick exclusive game on Sky Sports NFL in the 6pm and 9pm slot every Sunday 
  • Every Thursday Night, Sunday Night and Monday Night Football 
  • NFL RedZone 
  • Every minute of every playoff game, Pro Bowl and Super Bowl live 
  • Flagship programming from NFL Network, including the popular Good Morning Football and Total Access shows 
  • Award-winning documentaries and other content from NFL Films and NBC Sports 
  • Brand new weekly shows to review the action and discuss the stories of the league, including original Sky Sports programming 
  • Increased coverage across Sky Sports News, Digital and Social platforms 
  • And much more… 

“Sky Sports has been a fantastic broadcast partner for a quarter of a century,” said NFL Commissioner Roger Goodell. “This new five-year agreement and the launch of a dedicated Sky Sports NFL channel will undoubtedly continue our rapid growth in the UK and Ireland. We are excited that our expanded partnership with Sky will provide even more NFL content to our millions of UK and Irish fans.” 

Stephen van Rooyen, Chief Executive Officer, Sky UK & Europe said: “We are proud of our quarter-century partnership with the NFL and are hugely excited about launching a dedicated channel which will be a first for the NFL with an international broadcaster. Sky Sports NFL will allow us to take our customers even closer to the sport. 

“Sky Sports has shown live NFL since 1995 and played a big role in growing the sport in the UK & Ireland over the last 25 years. Now, as part of Comcast, we are excited about taking our partnership to a whole new level. Our viewers are passionate sports fans and we look forward to capturing the drama of NFL for another five years.” 

Sky Sports Racing Extends Exclusive Ascot Pay TV Rights Until 2024

Ascot Racecourse and At The Races today announce that they have agreed to extend their partnership on domestic pay TV and digital platforms. The new agreement covering non-terrestrial television in the UK & Ireland will see Sky Sports Racing broadcast live coverage from all of Ascot’s 25 annual fixtures until at least 2024.

At The Races will continue to manage licensing and distribution of Ascot races for live streaming to UK betting operators under a separate long-term agreement.

The renewal with Ascot is a further boost to Sky Sports Racing’s global rights portfolio which includes the Breeders’ Cup, Kentucky Derby, Qatar Prix de l’Arc de Triomphe, Longines Hong Kong International Races and Melbourne Cup Carnival as well as over 700 domestic fixtures including the St Leger Festival, Boodles Chester May Festival and Coral Welsh Grand National.

Juliet Slot, Chief Commercial Officer at Ascot, said: “We have developed an excellent partnership with the whole team at Sky Sports Racing since re-joining the refreshed channel last year. The growth in their audiences across our time as our Pay TV partner has supported our desire to bring Ascot and all our annual racing to a broader, wider consumer base alongside our Terrestrial partner ITV; reaching new audiences is an important part of our brand strategy.

Alongside the excellent racing broadcast we benefit from the strong digital audiences with attheraces.com and the broader promotional support from the Sky Sports portfolio. It is a huge pleasure to be announcing this extension to the end of 2023 prior to my departure from Ascot.”

Rob Webster, Managing Director, Sky Sports, said: “We are delighted to be renewing our partnership with Ascot Racecourse for an additional three years. Sky Sports has supported horse racing for over two decades and it’s a sport we’re very passionate about. Sky Sports Racing continues to provide a platform for the best of international horse racing and meetings from Ascot Racecourse are a key part of our offering to our customers.”

Matthew Imi, Chief Executive, At The Races, added: “Sky Sports Racing has been a real success in just a year and a half and our partnership with Ascot Racecourse has been an important factor.  3.3m UK viewers tuned into the channel between April and June and over 1.9m on average each month this year, despite the obvious impact of Covid-19 on domestic racing.

We have helped Ascot grow some of its key media rights revenues in a short time and we will continue to use our pay TV and digital platform as well as the support of Sky Sports and Sky Sports News to drive profile and exposure for all Ascot events.”

World Rugby To Roll Out Joint Selection Process For Men’s And Women’s World Cups

World Rugby will award hosting rights to its next two men’s and women’s Rugby World Cups within the same process.

The international federation has announced details of the timeline and phases that will determine the hosts of the 2025 and 2029 women’s events and the 2027 and 2031 men’s events.

For the first time, the sport will have a 10 year strategic hosting roadmap maximising certainty for member unions, commercial partners, broadcasters and fans, providing the opportunity to develop an integrated legacy that delivers meaningful and sustainable strategic participation and fan growth.

The announcement comes after it was confirmed that Japan 2019 was the most economically-impactful Rugby World Cup ever, generating £4.3 billion in economic activity and delivering record broadcast and fan-engagement outcomes, placing Japan firmly on the major event hosting map.

It also underscores World Rugby’s objective that its showcase men’s and women’s properties are a low-investment, high return-on-investment proposition for nations in the modern context of cost effectiveness, meaningful legacy and sustainability hosting imperatives.

Recognising the impact of COVID-19 a more compact timetable will operate than previous processes, while collaboration and partnership to develop bespoke bids that optimise strategic objectives for host nations and the global game will be at the heart of the three-phase model which will launch in February 2021 and culminate with the selection of the four hosts at World Rugby’s annual meeting of Council in May 2022 as follows:

February 2021 – Dialogue Phase: An opportunity for open communication between World Rugby and unions, governments and other key stakeholders. This will allow potential hosts to understand the business and delivery model, how they will partner with World Rugby and ultimately build a compelling proposal.

May 2021 – Candidate Phase: The formal process begins. Candidates will construct their proposals with World Rugby providing ongoing clarification and support to ensure the best-possible model. The phase culminates with candidates submitting Candidate files, hosting agreements and guarantees in January 2022.

February 2022 – Evaluation Phase: Bids will be evaluated by relevant industry experts against the key criteria agreed by World Rugby Council. The evaluation report will be provided to Council for a vote in May 2022.
The long-term strategic approach will maximise knowledge transfer, preparation time and commercial opportunities for the hosts and World Rugby, while delivering sporting and financial certainty for national unions. Importantly, the process also supports the key objectives of the 2017-25 Women in Rugby Plan, designed to accelerate the global development of women’s rugby.

To assist unions with the process, World Rugby is developing a comprehensive report on the impact of hosting the showcase events, which will provide guidance on how to maximise participation, social, sustainability, commercial, economic, trade and diplomacy opportunities as well as the significant positive exposure opportunity delivered by rugby’s major events.

The extensive host selection process will comprise aligned criteria, milestones and evaluation with further details being announced in due course.

The announcement follows the World Rugby Council’s approval in October 2019 of joint nation bids and awarding two tournaments at the same time to maximise strategic opportunities within a growing sport. It also recognises the key outcomes from the RWC 2023 host selection review process announced in May 2018.

World Rugby Chairman Sir Bill Beaumont said: “The global COVID-19 pandemic, while incredibly challenging, has provided the opportunity to press the reset button and examine how we can do things differently and better.

“This ground-breaking dual awarding process reflects our vision to further align the selection process of our men’s and women’s Rugby World Cups, providing longer-term certainty in terms of preparation and partnership with World Rugby for future hosts, maximising legacy, sustainability and engagement outcomes.

“This is also a process that recognises the need to adapt following the COVID-19 pandemic and provide a stronger partnership with interested nations in developing their hosting models. This process, combined with the announcement that Japan 2019 delivered a record £4.3 billion total economic impact for the host nation, will help maximise hosting interest for our top men’s and women’s 15s tournaments.”

The last men’s Rugby World Cup in 2019 attracting the biggest-ever domestic broadcast audience for a rugby match of more than 54 million and a participation boost of over 750,000, while a recent Nielsen study confirmed it delivered a significant boost to national pride.

Above all, it was a special event that united a nation through rugby, friendship and celebration, delivering record social, economic and sporting benefits. Rugby World Cup 2023 is being hosted by France and preparations are on track for a spectacular event for teams and fans.

The last women’s Rugby World Cup in Ireland in 2017 also smashed previous attendance, broadcast and social media engagement records. The 2021 edition in New Zealand promises to raise the bar.

Member Insights: The R&A Innovates With Partners To Provide E-Open For Fans

When The Open Championship, one of sport’s great events of each year, was forced to be cancelled by the ongoing Coronavirus pandemic, the R&A lost their keystone event for 2020. By innovating, they have found a way to keep partners and fans involved says John Espley, Head of Commercial Partnerships at The R&A.

Mastercard ambassadors Justin Rose and Graeme McDowell will be swapping their clubs for their keyboards as they face off in an all-star live exhibition match on Wednesday 12 August as part of the e-Open presented by Mastercard.

The showcase encounter between the two Major champions will be played over the back nine holes of Royal St George’s and will be made available to fans around the world via a livestream broadcast on The Open’s Official YouTube channel.

“In a year when The Open was cancelled, we wanted to create a digital experience so fans all over the globe could still enjoy elements of The Open”

So where the idea to create an event like this come from?

John Espley, The R&A’s Head of Commercial Partnerships, says:As with many rights-holders, we continue to look for ways to enhance the overall product offering we provide our existing fans, but also seek to attract and engage with new audiences. In a year when The Open was cancelled, we wanted to create a digital experience so fans all over the globe could still enjoy elements of The Open virtually, with the opportunity to win some fantastic prizes.

How has the event been made possible by the R&A’s partners?

“The e-Open has been a fully collaborative initiative between The R&A, Mastercard – Patron of The Open, and WGT by Top Golf. Each partner has brought their own individual skills and attributes to the project with the outcome being something we hope will be really entertaining, for both those fans who participate in The e-Open, as well as those who tune in for the live streams.”

How does the competition work?

“Players of all skill levels from beginners to advanced gamers can take part in The e-Open on the WGT by Top Golf platform, where The Open’s iconic links golf features are impeccably recreated digitally to give fans a true celebration of The Open.”

“Each partner has brought their own individual skills and attributes to the project.”

The tournament has reached over 95,000 entries in the first three weeks of qualifying stages and the exhibition match is set to add to the excitement and drama of the inaugural event.

Justin Rose, who would have been making his nineteenth appearance at The Open this summer, said: “The e-Open is a fantastic initiative introduced by The R&A in partnership with Mastercard and I hope many fans around the world enjoy experiencing the unrelenting test of links golf from the comfort of their own homes.”

Graeme McDowell expressed his excitement about taking on Rose in the unique clash: “Playing against Justin in The e-Open Exhibition Match is going to be great fun, it’s very realistic, and I hope that contestants get as much fun out of playing a virtual Royal St Georges as I do from playing in The Open itself.”

The action will be live from 9pm BST on Wednesday 12 August via The Open’s Official YouTube channel.

Manchester City Signs Cadbury As Official Snacking Partner

Mondelēz International, owner of Cadbury, has today announced a partnership between Cadbury and Manchester City Football Club, making the UK’s favourite chocolate brand the Club’s official snacking partner.

The focus of the collaboration will initially celebrate worthy causes, individuals and businesses who have gone above and beyond during the COVID-19 pandemic to help those around them and deserve recognition. This emphasis reflects Manchester City and Cadbury’s shared values of creating deep, lasting relationships and assisting their local communities and those further afield.

In the first collaboration between the two brands, Cadbury will champion the Club’s Cityzens – City’s wide-reaching network of global supporters. ‘Cityzens’ from around the world will be given a platform to nominate the people, community initiatives or local businesses they’d like to recognise for their acts of kindness, generosity and support for those around them, over the course of the upcoming 2020/21 season.

Each month, Cadbury will work with Manchester City to award the ‘Cityzen of the Month’. Nominations will be made by registered Cityzens via City’s official website and mobile app, and then celebrated with fans and followers around the world across the Club’s digital platforms. This spotlight aims to give valuable visibility to the successful winner at a time when they need it most.

The winning entry will also receive 50 Manchester City squad branded Cadbury Dairy Milk bars to share with their friends, family or those who supported them throughout the pandemic.

Omar Berrada, Chief Operating Officer at Manchester City said: “This new partnership with Cadbury will truly have fans at the heart of it. We have been overwhelmed by the incredible efforts of City fans all over the world to support their communities in response to this pandemic and we are delighted that Cadbury will be helping us to celebrate these achievements.”

Samantha Greenwood, Global Brand Director at Cadbury added: “Every person and business, in every community, plays a vital role in our economic recovery. Manchester City’s fan base and the Cityzens network enables us to shine a light on the incredible work that these individuals and businesses have been doing, and we hope to boost the contribution each plays on our journey to recovery from the pandemic.”

Throughout the duration of the partnership, Cadbury will also be offering Manchester City fans unique access to their Club through a series of activities that fans can look out for over the coming months and seasons.

AC Milan Announce Banco BPM As First-Ever Official Shirt Sponsor For Women’s Team

Italian bank Banco BPM and AC Milan are delighted to announce a historic partnership, committing the brand to AC Milan Women front of shirt sponsorship on a multi-year deal. The brand’s commitment to women’s football was evident in September 2019, when Banco BPM kick-started the women’s season at their Milan headquarters.

This front of shirt sponsorship demonstrates AC Milan’s commitment to inclusive positioning and growth of the women’s game, supporting club ownership’s modern strategic vision to have the women’s team stand as their own financially and commercially independent entity, with a clearly defined identity – values and objectives that align seamlessly with the inclusive nature of BPM. The success of the women’s team over the last couple of seasons (finishing third twice and very nearly qualifying for the Champions League) has been received with immense pride by AC Milan ownership and the club is committed to building upon on-and-off field successes.

This partnership renewal is a strong example of AC Milan’s redefined partnership strategy, providing increased sponsorship inventory, thus greater potential for commercial partners moving forward.

The Banco BPM partnership builds on a community-driven association with AC Milan that will total 10 years upon conclusion of the renewal. With social conscience at the forefront of both brands, Banco BPM and AC Milan are important symbols within the city of Milan, placing a heavy emphasis on the development of grassroots football, driven via coaching clinics, and other social initiatives driven via Fondazione Milan.

“After having hosted the commencement party for AC Milan Women’s team last season” – commented Giuseppe Castagna, Banco BPM CEO, – “today we are proud to have our logo on the kit of these athletes whose hard work and dedication prove the importance of playing sport at such a high level. One of the objectives the Bank has set itself is to promote awareness of gender equality, supporting all-female activities and projects which valorize women and their human and professional expertise. This partnership with a great club like AC Milan allows us to accomplish our goal while sharing the values of sport: team spirit, passion and hard work as sport is synonymous with education, training, social responsibility and integration”.

“We watch the women’s team with immense pride at AC Milan and we are thrilled that one of our most valuable partners Banco BPM has made the commitment to support our vision for growth, becoming the team’s first independent shirt sponsor. The passion and professionalism that the Rossonere show every day is unmatched and, as a club that prides itself on inclusiveness and integrity, we at AC Milan are confident that this is just the beginning of great things to come, with the support of Banco BPM”. AC Milan CEO Ivan Gazidis

The Women’s First Team Captain, Valentina Giacinti, added: “Stepping out onto the pitch with our own identity and seeing first-hand the club’s commitment to the growth of our team and our game really does give us the confidence and belief that we can continue to succeed on-and-off the field. To see this level of commitment from not only Banco BPM but AC Milan at such a difficult time socially and financially really does speak volumes. This is a very exciting step and I am extremely proud to lead the team out wearing the new jersey”.