Coca-Cola And International Paralympic Committee Announce Global Partnership

The Coca-Cola Company joined the International Paralympic Committee (IPC)’s roster of Worldwide Paralympic Partners. The new agreement, which encompasses worldwide marketing rights to the IPC and the Paralympic Games, will help communicate the impact of the Paralympic Movement to a whole new audience.

“We are very excited to welcome The Coca-Cola Company as a Worldwide Paralympic Partner,” said Andrew Parsons, president, IPC. “At the IPC, we believe that change starts with sport and that Para sport can foster a more inclusive world. We know The Coca-Cola Company shares our belief. They have been a supporter of the Paralympic Movement and our Games for decades, and their recent commitment to support the Japanese National Paralympic Committee during the COVID-19 pandemic shows how much they value Para sport. We look forward to working with Coca-Cola over the coming years on initiatives that can benefit our athletes around the world.”

The partnership is the result of the long-term collaboration signed in 2018 between the IPC and the International Olympic Committee (IOC). Worldwide Paralympic Partners are granted the right to use the designation of the Paralympic Games and their emblem.

The IPC recently launched its one-year-countdown campaign, #WaitForTheGreats, for the 2020 Paralympic Games in Tokyo, which were pushed to next summer due to the coronavirus pandemic. The campaign includes a powerful TV ad, an Instagram athlete virtual relay stretching from New Zealand to the west coast of the United States, as well as athlete TikTok challenges and Instagram stories from all 22 Paralympic sports that will feature in the Games. The Paralympic Games also are the subject of the new Netflix film, Rising Phoenix, which tells the story of nine athletes across two Paralympic Games.

Ricardo Fort, vice president of global sports and entertainment partnerships for The Coca-Cola Company, applauded the announcement, stating, “The Paralympic Games are the third largest sporting event in the world and have set the standard for inclusivity in sport. Through our expanded relationship with the IPC, The Coca-Cola Company will continue supporting elite Para athletes who will make history at the Paralympic Games Tokyo 2020 and beyond.”

“The Paralympic Games are the third largest sporting event in the world and have set the standard for inclusivity in sport. Through our expanded relationship with the IPC, The Coca-Cola Company will continue supporting elite Para athletes who will make history at the Paralympic Games Tokyo 2020 and beyond.”

Before the agreement was signed, Coca-Cola Japan was an existing Gold Partner of the Tokyo 2020 Paralympic Games, the highest domestic sponsorship tier. In June, Coca-Cola Japan launched an athlete donation program to support the Japan National Team due to impacts caused by COVID-19.

For Tokyo 2020, The Coca-Cola Company will execute its most significant portfolio play, to date, leveraging a team of elite Olympic, Special Olympic and Paralympic athletes from 25 countries around the world. The new platform will be the first global Olympic marketing campaign by the company to showcase a portfolio of beverages.

The Coca-Cola Company’s Olympic journey began on a freight ship in 1928. The transport arrived in Amsterdam carrying the U.S. Olympic Team and 1,000 cases of Coca-Cola. Since then, the company has sponsored every Olympic Games, helping bring the Olympic spirit to fans in host cities and around the world.

The Coca-Cola Company recently extended its Olympic sponsorship to 2032.

FanDuel Sportsbook Becomes PGA TOUR Official Betting Operator

The PGA TOUR and FanDuel Sportsbook agreed today on a multi-year content and marketing relationship designating FanDuel an Official Betting Operator of the PGA TOUR.

By joining the TOUR’s Official Betting Operator program, FanDuel will have rights in the United States to use PGA TOUR marks, rights to advertise within TOUR media and TOUR partner platforms, plus content and video rights allowing FanDuel to create pre-game and post-game betting programming, as well as distribution of highlights to users who have placed bets. Additionally, the PGA TOUR and FanDuel will collaborate to deliver odds-based content to fans via TOUR Digital Platforms like PGATOUR.COM and the PGA TOUR app.

“We have long admired FanDuel’s brand, product and marketing strategies as well as the leadership position it has taken since the legalization of sports betting in 2018,” said Norb Gambuzza, SVP, Media and Gaming at the PGA TOUR. “We are excited to bring FanDuel into the PGA TOUR’s Official Betting Operator program as we continue to engage new fans in this rapidly growing space.”

FanDuel Sportsbook has seen substantial growth in golf gaming:

  • Golf has recorded the highest single event handle on FanDuel Sportsbook over nine of the last 12 Sundays.
  • FanDuel Sportsbook’s total golf handle in New Jersey in 2020 already has surpassed the total golf handle from 2019, even without [13] weeks of PGA TOUR competitions during the shutdown.

“Golf interest is up on FanDuel, so we are excited to deepen our relationship with the PGA TOUR,” said Mike Raffensperger, CMO FanDuel Group. “We will now be able to offer unique gaming experiences on our platform, special TOUR related promotions for our customers and an enhanced content experience across the TOUR’s properties to really prove to bettors across the nation that there are More Ways to Win at FanDuel.”

Following the Supreme Court’s decision that overturned the Professional and Amateur Sports Protection Act (PASPA) in 2018, the TOUR instituted an integrity program in collaboration with Genius Sports to protect its competitions from betting-related corruption. Later that year, the TOUR announced a global partnership with IMG ARENA to license its official, live scoring data to betting operators all over the world.

The PGA TOUR is a Platinum Member of the National Council on Problem Gambling, committed to industry-leading responsible gaming practices.

Member Insights: Why Brands Should Invest In Organising Their Own Online Tournaments

The coronavirus pandemic has resulted in events all over the world being cancelled. Whether it’s the Premier League, music festivals, exhibits or trade shows; COVID-19 has the whole world missing out on their favorite pastimes. People are putting lots of work-related activities on hold and as a result many brands are also losing essential touchpoints with consumers.

Needless to say if you want to maintain a steady stream of income as a business, you’ll have to reevaluate your thinking about current and future advertising and marketing campaigns. Gaming tournament platforms are an attractive and proven alternative to advertising at live events, allowing you to reconnect with consumers even during a lockdown.

Here are the  top 10 reasons why your brand should invest in organizing its own online tournaments on a gaming tournament platform today:

  • It doesn’t take long to set up a gaming tournament platform
  • Scaling marketing actions on a platform is easy
  • Online gaming platforms have a low entry barrier
  • You can take impressions of your ads to new levels
  • Online gaming is a great opportunity to grow your audience
  • You turn your audience into brand ambassadors
  • More touchpoints enable you to boost sales
  • You’ll gather loads of useful in-game data
  • You can unlock new sponsor opportunities
  • The time is now

#1: It doesn’t take long to set up a gaming tournament platform  ☄️Proximus is a Belgian telecommunications company and one of the country’s biggest broadcasters of live sports. During the lockdown, they partnered up with the Belgian Pro League and launched the Proximus Pro League e-Cup. On the one hand to keep soccer fans digitally engaged on the one hand, but also to keep promoting the brand.

With StriveCloud as a technology partner, they created an online FIFA tournament in which fans can enroll to represent their favorite team and play against each other. The tournament platform was already up and running in one week, and within the first hours of going live, over 2,000 fans signed up.

#2: Scaling ad reach on a platform is easy 

Channel 4 Secures Broadcasting Rights To Paris 2024 Paralympic Games

With exactly four years to go until the Opening Ceremony, Channel 4 has today been awarded the UK television rights to the Paris 2024 Paralympic Games.

The deal with Channel 4 includes multi-platform broadcast rights within the UK and will see the broadcaster build on its acclaimed coverage of London 2012 and Rio 2016 which broke UK viewing records for Paralympic sport. London 2012 reached 69 per cent of the population.

Paris 2024 has set high ambitions for the organisation of the Paralympic Games, as the first ever Summer edition to be organised in France. For the first time in the history of the Games, Paris 2024 features a single emblem, reflecting its desire to place the Paralympic Games and the Olympic Games at the same level.

Paris 2024 will showcase Para athletes’ performances in a unique and spectacular way, organising the Games in some of the most iconic venues in Paris and its region, including Wheelchair Fencing in the Grand Palais, Blind Football in front of the Eiffel Tower and Para Equestrian in the Palace of Versailles. The partnership with Channel 4 will reinforce Paris 2024’s commitment to make the Paralympic Games resonate across the entire world.

World Class marketing and disabled presenting and production talent will be key to successful profiling and broadcasting of Paris 2024 and Channel 4 aspires to maintain its prized position as a world leader in inclusion and accessibility. Sustainability will be at the heart of its coverage and the broadcaster aims to build on innovation within broadcasting that it has planned for the Tokyo 2020 Paralympic Games, being held next year.

Between 2012 and 2016 Channel 4 showcased more hours of Paralympic sport than any other broadcaster in history and created household names of both athletes and presenters. The 2016 award-winning Superhumans campaign was the most shared campaign globally of any Olympic oe Paralympic partner; reaching over 48million people around the world.

Andrew Parsons, IPC President, said: “We are delighted that Channel 4, a broadcaster with a global reputation for its stunning Paralympic coverage, has been awarded the broadcast rights to the Paris 2024 Paralympic Games. With London 2012 and Rio 2016, Channel 4 created a blueprint for how a commercial broadcaster can raise the profile of Paralympic sport and its athletes to new levels. They have reached record audiences, in particular young people, identified and developed some fantastic new presenting talent and played a significant role in delivering seismic shifts in attitudes and perceptions towards people with an impairment in the UK.

“They have committed to build on this fantastic work over the next four years and continue to innovate within Paralympic broadcasting and we look forward to working with them as they help contribute to the IPC’s vision of enabling Paralympic athletes to achieve sporting excellence to inspire and excite the world.”

Alex Mahon, Channel 4 Chief Executive, said: “The Paralympic Games is at the heart of what we do at Channel 4 and we are proud to have been the Paralympic broadcaster since London 2012.

“We believe with passion that the Paralympic Games can enrapture audiences, with high quality, dramatic, elite sport, and also drive social change in the perceptions of disability. There is nothing else quite like it.

“The decision to award Channel 4 the rights to Paris 2024 enables us to continue to broadcast ground-breaking and innovative coverage of the Paralympics, continue to build athlete profiles and to further cement the careers of our presenters.

“We have a new innovative approach to the Tokyo 2020 Paralympic Games which will be broadcast next year and I’m delighted that we have the opportunity to then build on our achievements over the next four years and to work in partnership with Paris 2024 and the IPC.”

Tony Estanguet, Paris 2024 President, said: “Channel 4 has proved to be one of the most exciting and committed Paralympic broadcasters worldwide and we are delighted to count them among our partners to give the widest visibility possible to the first Summer Paralympic Games to be organised in France.

“Together with Channel 4, Paris 2024 will aim to further build excitement around the Paralympics, to shine a spotlight on the exceptional performances of the athletes, and to illustrate how sport can change lives and engage the next generation to be part of the Games.”

Mike Sharrock, Chief Executive of the British Paralympic Association, said: “I’m thrilled that Channel 4 will continue to pave the way in progressive coverage of Paralympic sport here in the UK by retaining the broadcast rights for the Paralympic Games in Paris 2024.

“The British public now experience Paralympic sport in a way which was unheard of before the London 2012 Paralympic Games and the first Games that Channel 4 broadcast. Channel 4 has taken the Paralympics to their heart and transformed themselves as a broadcaster in the process – athletes have become household names and sports have been profiled but also the increase in the number of disabled people involved as presenters, production teams, marketing, recruitment and Channel 4 staff have all made significant impact in every aspect of Channel 4’s approach.

“Channel 4 challenges the barriers that exist and helps to create role models which helps to support our vision that through sport, to inspire a better world for disabled people.”Channel 4 will broadcast the Tokyo 2020 Paralympic Games in 2021. Tokyo 2020 will see Channel 4 embrace technological advancements and the presenting team will be more divers than ever before nd will include more senior roles in its production team for disabled people.Paris 2024 is hoping to announce further international broadcasters for the Paris 2024 ParalympicGames in the near future.

Athletes In America Take A Stand After Latest Violent Incident In Country

Last night, numerous games within sporting leagues across the United States were called off following boycott’s from players to protest racial injustice within the country amid the latest episode of police brutality.

Starting with the Milwaukee Bucks’ intention to not play their NBA playoff game against the Orlando Magic, this caused a chain reaction around the league, with all three playoff games scheduled for last night postponed.

News of this decision went to the MLS who opted to postpone five of their six fixtures on the night, the only game taking place being Orlando City FC at home to Nashville, which was already underway when destiny of the other five games was decided, with players reportedly choosing to continue the match after half-time for the fans in attendance.

In the WNBA all games were also called off with the Western and Southern Open tennis tournament doing the same after Naomi Osaka’s decision to boycott her fixture.

Meanwhile in Major League Baseball three matches were called off, however in the NHL all of its projected games went ahead, with a moment of reflection beforehand.

Spotify And Riot Games Team Up For Official League Of Legends Esports Partnership

Multiplayer Online Battle Arena (MOBA) game League of Legends is the biggest esport in the world. Last year, tournaments were held in over 37 different cities across five continents, with a record-breaking viewership of 21.8 million average minute audience watching the 2019 World Championship Final unfold. But gamers and fans aren’t just playing: they’re also streaming.

The official League of Legends soundtrack racks up over 4.8 million Spotify listeners per month—a sizable number of both gamers and Spotify users. That’s why Spotify and Riot Games, the video game developer behind League of Legends, are joining forces for a first-of-its-kind multiyear partnership. Spotify is also now the official—and exclusive—audio -streaming partner for League of Legends global events.

Official League of Legends Esports hub

Music is already important in the League of Legends world, but we’re taking it one step further by creating a hub. Get excited for new and existing music, podcasts, and playlists inspired by the gaming community, including Official League of Legends and Road to Worlds 2020 playlists. Keep an ear out for more coming soon.

Exclusive and original podcasts

Spotify and Riot Games are working to create and launch several new League of Legends podcasts. Untold Stories: Top Moments from Worlds, a 9-episode series leading up to the 10th League of Legends World Championship this fall, will be the first. Listeners will be able to hear about the top players and anthems through game highlights, recorded interviews, game sound effects, and new interviews with key players. Thanks to our extended partnership, we look forward to evolving this podcast over the years to come.

Elevated music moments

We’re also providing fans with a behind-the-scenes look at the creation of the Worlds Anthem through the Worlds Anthem Takeover on Spotify. This highly anticipated track is the hero song of the year. It’s released alongside a bespoke music video and is then performed during the Opening Ceremony of the World Championship Finals, setting the tone and celebrating the big event. In previous years, Riot Games has worked with artists including Imagine DragonsThe Glitch Mob, and Against the Current.

“Music and audio are an intrinsic part of our sport and game, so we are thrilled to partner with Spotify to provide our fans with another platform where they can enjoy the ultimate manifestation of League of Legends,” says Naz Aletaha, Head of Global Esports Partnerships, Riot Games. “As a disrupter in their space similar to Riot Games, Spotify allows us to collectively challenge the limits of possibility as we blend sports, technology, entertainment, and music to create iconic experiences and content that inspire generations.”

June Sauvaget, Global Head of Consumer and Product Marketing, says, “Our partnership with Riot Games will create a first-of-its-kind audio universe for the millions of Spotify and League of Legends fans across the globe. As the exclusive—and first ever—global audio service partner for League of Legends, we plan to create a world-class audio-streaming experience for our users, making discovering both music and podcasts easier than ever before.”

LRT Becomes Euroleague Basketball’s New Home In Lithuania

Euroleague Basketball and Lithuania’s national broadcaster LRT are pleased to announce that Lithuania’s premiere open TV network has acquired the rights to air Turkish Airlines EuroLeague and 7DAYS EuroCup games for the next three seasons. The deal with LRT means the games move from a pay-only tv model to a mixed public and pay-tv model, thus growing the potential audience for Europe’s top basketball competitions in the country.

LRT will broadcast every Zalgiris Kaunas game in the EuroLeague and each Lietkabelis Panevezys game in the EuroCup. Moreover, the deal allows LRT to show one additional game per playoff round as well as all games from the EuroLeague Final Four. Likewise, LRT will have the rights to show an additional game from both the EuroCup Quarterfinals and EuroCup Semifinals.

“I would like to thank LRT for their support. We are extremely satisfied with this new agreement, which will bring both of our competitions, the Turkish Airlines EuroLeague and the 7DAYS EuroCup, to all Lithuanian citizens,” Mr. Jordi Bertomeu, Euroleague Basketball President and CEO, stated. “LRT bringing the best basketball on the continent to an open TV network in such a devoted market is key to making our popularity in Lithuania grow even more.”

“LRT TELEVISION is broadcasted in all Lithuania’s territory, therefore all basketball fans in Lithuania will have the opportunity to watch games of BC Zalgiris and Lietkabelis Panevezys live and free of charge. Two decades ago LRT had exclusive rights to broadcast Zalgiris games in various European basketball tournaments, so we are all very pleased that the most popular sport in Lithuania will be again on LRT with the two top Pan- European competitions, the EuroLeague and the EuroCup”, – comments LRT Deputy Director General Gytis Oganauskas.

LRT’s television network was launched back in 1957. LRT media group is owned by the public and its operations are funded by taxpayers. Therefore, its fundamental mission is to serve the public interest, which in such a passionate, basketball-loving country makes the decision to broadcast EuroLeague and EuroCup games a slam dunk!

LaLiga And Premier Sports Offer LaLigaTV Free For UK Fans Until October

LaLiga and broadcast partner Premier Sports have announced that LaLigaTV, the flagship 24/7 channel offering all live matches from Spain’s top-flight LaLiga Santander, will be made available for FREE to new and returning Sky subscribers across the United Kingdom until October 1st.

Sky UK customers will be able to enjoy all the drama of the new LaLiga Santander season, featuring perennial title favourites Real Madrid, FC Barcelona and Atlético Madrid, as well as recently crowned UEFA Europa League champions Sevilla FC and newly promoted sides SD Huesca, Cádiz CF and Elche CF.

Starting today, Sky subscribers across the UK can activate Sky Channel 435 by visiting premiersports.com and registering their details, with no need to enter a promo code. In addition to full access to LaLigaTV HD, featuring ALL available live matches, registered Sky UK viewers also receive 24/7 LaLigaTV streaming access via the Premier Player app.

From October, LaLigaTV subscribers would be charged a standard monthly fee of just £5.99, cancellable at any time via Premier Sports’ new self-managed account system. Non-Sky subscribers in the UK can also enjoy FREE access to LaLigaTV by signing up for the Premier Player service via premierplayer.tv. Additionally, LaLigaTV is available on
Virgin TV Channel 554 in the UK; Virgin TV customers can access LaLigaTV in a bundle, together with Premier Sports 1 and 2 HD channels, from just £9.99 a month.

Launched in January 2020, LaLigaTV is the UK and Ireland’s only 24/7 linear television channel offering ALL available live matches from a top international football competition. With over 25 hours of live studio programming each week, the channel features expert analysis from renowned Spanish-football pundits, including: Gaizka
Mendieta, Gus Poyet, Guillem Balagué, Graham Hunter, Sid Lowe, Terry Gibson, Albert Ferrer, Lauren Bisan-Etame, Andrea Orlandi, Quique de Lucas, Semra Hunter, Simon Hanley, Duncan McMath, Phil Kitromilides, Toni Padilla, and many others.

Southampton FC Signs Sportsbet.io As Main Club Partner

Southampton Football Club has signed a one-year contract with Sportsbet.io to become the new Main Club Partner and front-of-shirt sponsor for the 2020/21 season.

Sportsbet.io, a sportsbook of the Coingaming Group, are a leading cryptocurrency-based sports betting platform, who pride themselves on an innovative approach to providing a unique service to their customers, both in the UK and abroad.The announcement further signals the end of the club’s relationship with LD Sports.

The company, who will feature on the front of the first-team and Under-23 shirts, have stepped in at short notice to help support the club ahead of the upcoming season, and we will work closely together in the coming weeks to provide the best possible solution for those fans who wish to show their support to the team with updated replica shirts.

Southampton Football Club’s Chief Commercial Officer, David Thomas, commented: “We are delighted to welcome Sportsbet.io as Main Club Partner. Sportsbet.io have redefined the online betting space by combining cutting-edge technology with cryptocurrency expertise and a passion for offering its players with the ultimate fun, fast and fair gaming experience.

“They are fully committed to providing a safe place where people can enjoy their games responsibly, and have a world-class social responsibility team in place. The club will work with Sportsbet.io and our local community to promote this important social responsibility message over the course of the upcoming year. Everyone at the club is looking forward to the start of what we hope will be a strong season for Southampton, and we are very happy that we will be able to share that journey with Sportsbet.io.”

CEO of the Coingaming Group, Tim Heath, had this to say: “We are absolutely thrilled to announce this sponsorship deal with one of the Premier League’s most ambitious teams. Sportsbet.io shares the club’s desire to disrupt its industry and increase its global reach. We’re proud to be able to contribute to the Saints and support such a prestigious team which has been around for nearly 135 years!”