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).

EBU and FIBA agree four-year broadcast partnership for premium national team basketball events in Europe

Basketball fans across Europe will get unprecedented free-to-air access to premium men’s and women’s national team events with a new broadcast partnership signed by FIBA, basketball’s world governing body, and the European Broadcasting Union (EBU).

Starting in November 2025, the four-year deal covers the public service television, radio and digital platforms of 19 EBU Members in Belgium, Cyprus, Czechia, Estonia, Finland, Georgia, Hungary, Iceland, Latvia, Lithuania, Portugal, Slovakia, Spain, Switzerland, Türkiye and Ukraine.

EBU Members will broadcast every game played by their national teams live and free. For major events, live broadcast rights also include selected Group Stage, Quarter Final and Semi Final match ups – along with the Final.

Members will also contribute expert broadcast services for home games in the qualifier events for the FIBA Basketball World Cup 2027, FIBA EuroBasket 2029, men’s and women’s Olympic qualifying tournaments and the qualifiers for the FIBA Women’s World Cup 2026.

Frank Leenders, FIBA’s Media & Marketing Services Director General, said: “This partnership underscores the growing popularity of basketball globally, especially for fans who are passionate about supporting their national teams.

“The expertise and reach of the European Broadcasting Union provide a quality platform to boost basketball in Europe with even more games and more exciting action for existing fans and new audiences.”

As part of the agreement, EBU Members will also provide significant marketing and promotion of FIBA events and their national teams.

Adrian Fikentscher, EBU’s Director of Acquisitions, Sales and Partnerships, said: “Bringing basketball to wider audiences than ever before across Europe marks a significant step in making the sport more accessible.

“Our strong partnership with FIBA opens an exciting new chapter for basketball and its athletes. With the support of EBU Members, we are committed to ensuring basketball reaches the audiences it deserves.”

Negotiated by FIBA Media, the strategic partnership between FIBA and DAZN, this collaboration reflects the growing sporting and cultural importance of national team basketball in Europe. With an impressive track record of bringing together significant audiences for prime-time television already in place, this is set to be extended and enhanced even further with this unprecedented partnership with the EBU.

“Deloitte’s Global Impact on Sports: Transforming the Olympic Movement through Innovation, Gender Equality, and Sustainability”

In this insightful conversation, iSportConnect’s Taruka Srivastav sits down with John Tweardy, Consulting Principal for the Olympic & Paralympic Games & Major Events at Deloitte Switzerland. They explore Deloitte’s ambitious mission to become the “most trusted” professional services provider in the sports sector, driven by a decade-long partnership with the International Olympic Committee (IOC). John delves into the organization’s strategy for Paris 2024, the importance of gender parity, and the transformative role Deloitte is playing in the Olympic movement through digital innovation, sustainability, and athlete support.

Tell us about the current strategy and vision and mission for Deloitte when it comes to sports.

We have a goal to be the “most trusted” professional services organization in sports. This mission requires bringing our entire global portfolio to our clients to help solve their biggest challenges. Deloitte Sports has been making an impact for over 10 years and has nearly 3,000 practitioners globally focused on sports. In 2022, we were inspired by the IOC’s mission to create a “better world through sport” and wanted to take the practice to the next level, truly driving transformation on and off the field of play. The result was the IOC and Deloitte announcing a 10-year, five-Games TOP partnership through 2032 to transform the way the Olympic and Paralympic Games are experienced by fans and delivered to the world.

Deloitte’s purpose is at the heart of our partnership. We are applying our deep expertise in management and business consulting to enhance and secure the IOC’s digital ecosystem supporting the Olympic Movement. Using our business acumen, we are delivering initiatives that catalyze historic firsts–like driving gender equality across sport and helping members of the Olympic movement reach their sustainability aspirations. From launching the Olympic Games Learning Platform to over 2,000 users across four Organizing Committees to support the continuation of knowledge across the Olympic Games to now operating digital transformation capabilities of Converge™ by Deloitte for Sports, which powers the Olympic Fan Data platform, we are already seeing the impact of our partnership across transformation, talent, and purpose.

Additionally, I am proud to say that Deloitte has an extraordinary dual-career group comprised of 15 athletes who are both Deloitte professionals and elite athletes. They competed in 11 different sports at Paris 2024, earning a total of nine medals—five gold, two silver, and two bronze. Team Deloitte exemplifies how Deloitte supports athletes in pursuing their dream of competing in the Olympic and Paralympic Games while building their dual careers and, further, how Deloitte can help the IOC support Olympians’ post-athletic careers through specific education and skills-building resources. ​

What was your (commercial / digital / marketing / content) strategy with regards to Paris 2024?

Ahead of Paris 2024, Deloitte and the IOC launched The First Effect – a campaign that celebrates our unique partnership with the Olympic Movement and the stories of trailblazing Olympians and Paralympians who have achieved a first, paving the way for others to follow– measuring the transformative impact of humanity’s firsts on the world’s greatest stage.

It was powerful to see featured firsts such as the first female Olympian to run for Saudi Arabia, the first Refugee Olympic Team, and the first amputee swimmer to qualify for the Olympic Games. During Paris 2024, Deloitte celebrated 48 new firsts, including the first Olympic Games with an equal number of male and female athletes and the first medal for both the Refugee Olympic and Paralympic Team. Ads featuring the campaign were displayed around Paris—including large ads along the Champs Elysees and in the Gare du Nord train station.

Paris 2024 was the first games for Gender Parity. How important was that for sponsors like you?

This was a major milestone for the Olympic Movement. Our Deloitte France teams helped certify the Games with a first-of-its-kind GEDI (Gender, Equity, Diversity, and Inclusion) framework. Working with the IOC, Deloitte has supported the creation of a maturity assessment tool to define progressive maturity levels related to gender equality, diversity and inclusion for international events. This tool aims to provide a set of guidelines to foster gender equality, diversity, and inclusion at events and can be used for future Olympic Games and events all over the world.

J. Michael Evans – Alibaba Group, Yiannis Exarchos – OBS, Javier Tebas – LALIGA, Gerard Piqué, Marco Materazzi and AWS to headline at SPORTEL flagship event

In just under three weeks SPORTEL Monaco (28-30 October 2024), the world’s leading event for the sports media, broadcast and technology industry, will kick off with an unprecedented level of conference programming, capturing the hottest topics and future trends, presented by a new wave of top tier visionaries, star studded businessmen and disruptive innovators, at the heart of a bustling exhibition and market floor – the largest gathering of its kind, bringing together decision makers from the global sports media industry.

Industry heavyweights including President and Director, Alibaba Group (J. Michael Evans), CEO, OBS (Yiannis Exarchos), SVP Content, Production & Business Operations, WBD Sports Europe (Scott Young), led by Michael R. Payne, will share exclusive insights around “Paris 2024: An Olympic Broadcast & Viewership Success”, which showcased the biggest tech overhaul in decades – never seen at this level at the Olympics.

Inspiring discussions with footballing legends turned entrepreneurs lead the way, starting with Gerard Piqué, Kosmos-Kings League Founder, who will share exclusive insight about the creation of this competition with a Gen Z focus and how it is disrupting the beautiful game. Also hear from Marco Materazzi, Official Ambassador of (GRAS) Blockchain Sports and mentor of the Brazilian reality show “O Grande Jogo” (The Big Game), helping young boys to develop their football talents and become a part of the sport. The renowned LALIGA President, Javier Tebas, will share through his highly anticipated Keynote session, how LALIGA is leading the change as a top-tier sports organization to fight against audiovisual fraud in the sports media and broadcast industry.

Two exciting Masterclass topics will be hosted by SportBusiness including, “Behind the Lens: Creating a Successful Sports Docuseries”, diving into the business of creating blockbuster sports docuseries. Revealing the key factors that turn compelling sports narratives into profitable, global entertainment phenomena, will be the PGA Tour (Tom Jeffs), World Athletics (James Lord) and Fremantle (Georgette Schlick), led by SportBusiness’s Callum McCarthy. Following on, SportBusiness’s Imran Yusuf will host the SPORT(EL) spotlight panel, “What’s Next for Cricket as it Continues its Growth Journey?”, both commercially, powered by India, but also still going strong in its historical territories, notably the UK and Australia and now exploring new exciting territories such as the US, how are fans and digital set to play a key role? Expert panelists include FOX Sports Australia (Nic Goard), Rajasthan Royals, (Jake Lush McCrum) and Quidich (Gaurav Metha).

Sponsorship is now the second most important revenue stream for most rights holders and an informative panel, “The Role of Sponsorship Evolving in an Industry Under Pressure to Generate Revenues”, will dive into the different models of sponsorship, whether category exclusive marketing rights, or a broader, more fragmented sponsorship strategy and how brands strategically connect with their target audiences. Sponsorship experts led by SPORTEL’s Giovanni Aquilanti will feature Milano Cortina 2026 (Nevio Devide), FIFA, (Marco Nazzari) and Protocol Sports Marketing (Lowell Conn) to complete the line up.

Opening the conference programme will be podcast pioneers, Unofficial Partner, with their popular sports media podcast series coming to the SPORTEL stage. “The Bundle Live” will explore the biggest stories of 2024 and the people and companies having the greatest impact on the sports media industry. Expert insights will be shared by Gemba Europe & Middle East (Claire Kelly), EBU, (Glen Killane), OneFootball (Yannick Ramcke) and led by Unofficial Partner’s Richard Gillis.

Speakers Corner will also play host to a slate of case studies and presentations highlighting the latest technologies and solutions trending for the sports media and broadcast industry, including topics and speakers: “Live Sport Production” (LiveU with EBU/Actua Films); “Building a Champions League of MMA” (PFL); “How FAST is Shaping the Future of Sports Streaming” (WURL with EBU/Nagra and World Rugby); “Maximising a League’s Value Beyond Automatic Production” (Spiideo with Svensk Elitfotboll); “First Live Referee Camera in MMA” (Tivio Studio); “Amazon Web Services Innovation in Sport” (AWS with European League of Football); “Future Fans: Engaging Younger Audiences with GenAI” (WSC Sports); “Reality Show the Big Game” (Blockchain Sports with Marco Materazzi); “Revolutionizing Sports Streaming: AI and New Monetization Innovations” (Harmonic) and “The Opportunities and Vision for Regional Sports: CBC Sports Connect’s Evolution” (Pixellot with CBC).

New for 2024, the Innovation Stage will also shine the spotlight not once, but twice on multiple presentations: “Private 5G, Mobile & Ultra Low Latency: Lessons Learned from a Summer in Paris” (Haivision); “Sports ABC – Sports Economy and AI Tech” (ISB with Ztudium) and “Breaking Down The Fan-Centered Formula for Sports Streaming Success” (Infront Lab, whose Activation Engine will be on display throughout Masterclasses at SPORTEL Monaco for interactive polls and audience Q&A).

Warming up to the “Pitch” session, now a firm highlight at SPORTEL events, the spotlight will shift to a select group of new SPORTEL companies that are transforming and revolutionising sports content with AI and other groundbreaking technologies, in this quick-fire pitch, powered by Magnifi. Each “Pitcher” will have just three minutes to present and two minutes Q&A, to impress both the audience and an international panel of judges, with the winners receiving prize money and prestige!

Another first, is a special event championing women in sports media and innovation, co- sponsored by AWS, with a networking lunch and the panel: “How Women are Driving Innovation in Sports”, featuring awesome ladies led by AWS (Julie Souza), with Formula E (Aarti Dabas), and SailGP (Melissa Lawton) and Sportradar (Diana Ustymenko).

Wrapping up on day three, is another first in collaboration with SVG, the “Sports & Generative AI Workshop”, with sessions led by SVG’s Ken Kerschbaumer and George Bevir, plus guest moderator Carlo de Marchis (A guy with a scarf). An interactive discussion between the panelists and audience, will debate the potential role AI will play in everything from rights, advertising, content creation, content distribution, and the fan experience, addressing concerns and opportunities. On stage panelists include AWS (Paul Devlin and Dave Mace), PGA Tour (Scott Gutterman), Veritone (Peter Leeb), Magnifi (Ross Tanner) Spectatr (Shifa Garg), ISB (Ursula Romero), HBS (Johannes Franken) and Tradable Bits (Maurizio Barbieri), entwined with lots of audience engagement throughout the morning, wrapping up a truly engaging and innovative SPORTEL conference programme.

“SPORTEL Monaco continues to evolve, with the pulse of the sports media landscape. This year, we are thrilled to welcome an unprecedented number of executive leaders and innovators, sharing their visions on the future of sports media and the technologies that are redefining our industry. In 2024, the focus on emerging trends such as AI and innovations for broadcast, demonstrates how SPORTEL remains at the forefront of innovation. Our goal is to provide participants with an environment where they can not only discover these technologies and trends, but also engage with the minds shaping the future of global sports. » said Loris Menoni, Executive Director, SPORTEL Monaco.

Breaking the Sound Barrier: How Italian Basketball is changing the game for fan access

Italy’s LBA is transforming fan engagement by mic’ing up players and referees, offering unfiltered access. Should we be getting more access to in-action audio? writes David Granger, Director at Arc & Foundry

For those following Formula 1 over the past few races, the topic of driver’s language has been the story du jour.

It’s the vocabulary they use while speaking via team radio to strategists on the pitwall – it has been one which has had drivers react from the vociferous (Lewis Hamilton rightly objected to swearing being associated with rap artists) to the, well… silent. World champion Max Verstappen went all Kimi Raikkonen at the Singapore Grand Prix. The Finnish driver was renowned for his monosyllabic answers in press conferences. Max did the same after being fined and told to do community service for swearing on the team radio.

The sad (although unlikely) thing is, if others follow Verstappen’s lead, we’ll lose one of the more interesting inputs from the drivers. Having been media trained for press conversations to ensure nothing is uttered which might compromise team information, the odd expletive and invective from drivers in the warm-down laps or in the heat of mid-race was a treat for fans. Some of it was funny as well. And F1 wasn’t afraid to use it on social either.

The opposite of this, and perhaps what fans would far prefer is to hear everything that goes on during the action. Which is what’s happening in the second sport biggest league in Italy – the Lega Basket Serie A (LBA). They’ve mic’ed up all the players *and* the referee to let fans listen in to the conversations on court in their series Into The Game.

It’s a brave, bold move but means we get to really hear what’s going on both on court and off it. The mics remain hot when the players and coach retire to the changing rooms in between games to berate or celebrate the play.

Into The Game is now in its second season, having launched in 2023-24 and fans can hear the conversation on LBA’s web site (legabasket.it), on their mobile app and via YouYube.

How does it work? A high-quality microphone and transmitter are sealed in the light undershirt under players’ jerseys. The lightweight transmitter is the size of a credit card and made of fabric so won’t injure a player.

The teams have been consulted throughout this process and with respect to ensure nothing affected performance. The mics were initially trialled by the 16 under-19 teams of the Serie A clubs in their Next Gen Tournament.

The players and coaches were asked for their feedback (which was positive), then the mics were tested in practice before the Serie A games proper. And, since the audio is broadcast post-game, clubs give their approval before it goes live.

But the fans love the format and the insight – it’s a unique way to collect and provide exclusive behind-the-scenes content.

The most surprising thing heard so far? The mutual respect shown between ref and players. On the television, on in the stands, you can’t hear really hear what they say to each other. Now we can.

The plan is to keep listening in to players, coaches and refs, but the audio collected will be part of a larger storytelling plan – not simply eavesdropping for the sake of it but enriching a narrative around games and the season.

The great thing is this brings fans closer to the sport without the need to change rules, add layers of augmented reality or gimmicks to grab the attention of newer fans.

The balance to this raw audio is the LBA has invested heavily in super super slo-mo cameras to capture amazing footage of leaps, dunks and moves across court. These are not your average beauty shots, but a real change to the way the league represents the sport, especially on social.

https://www.instagram.com/reel/DAS-RPyIwGU

Basketball has a rich heritage in Italy, but it is also progressive enough to embrace technology and innovation while retaining those roots. It has its own Derby d’Italia (the original pits Inter against Juventus in soccer) with the rivalry between Olimpia Milano and Virtus Bologna, while it continues to attract sponsorship from major brands such as Unipol, an Italian financial company that is a leader in the insurance and banking sectors, and Frecciarossa, the leading company in managing passenger rail transport that lends its name to the high-speed train. Interestingly, it has a long-term agreement with Infront as marketing advisors, which is clearly paying off.

In audience terms broadcast deals with DAZN and Eurosport, have increased digital broadcast and the LBA’s footprint worldwide, while at arenas the experience is constantly improving, making live attendance even more of an event. And, importantly, the youth development system ensures a steady flow of new talent, to secure the sport’s future growth.

So there is real drive to include and engage existing, and future, spectators from both a high-end technical and more raw access to the audio action, something few sports have tried.

If only F1 could be as bold.

Sportian extends partnership with Belgian Pro League to create a full data ecosystem

Belgian Pro League has introduced new sports data innovations powered by Sportian Performance. With three major innovations and all data captured by Performance, the Pro League and its clubs are investing in their sports development to get closer to the top of the European game. 

From next season, Pro League teams across men’s, women’s and youth football will have access to high-quality sports data and enhanced analysis capabilities with new range of data and tracking solutions that will be centralized on Sportian’s data visualization and analysis platform, Sportian Performance. 

Camera technology innovation for better game analysis

Starting in the 2025-26 season, at least 12 automated cameras will be installed in each Jupiler Pro League club stadium, and 8 cameras at Challenger Pro League clubs. This new technology will provide significantly more accurate images, which are crucial for tactical analysis and the collection of both event and tracking data. Thanks to these advanced cameras, not only will players be better mapped, but their actions and physical performances can also be analyzed in greater detail.

Using advanced automated cameras it will be possible to monitor and analyze both collective gameplay and individual player performances with much greater precision. This upgrade will allow for significant advancements in tactical analysis, data collection, and even the determination of crucial moments such as offsides.

Integrated data platform for youth, women, and first teams
All collected data – from youth, women’s, and first teams – will be centralized on one platform: Sportian Performance. This platform, which is used by other major competitions such as LALIGA, will allow clubs to perform both video and data analysis, providing a complete overview of players’ performances and developments across all age categories and competitions.

“We’re proud to be forming this unique project with Pro League that will empower its teams at all levels to elevate their game through performance data insights and smart decision-making. Our Performance platform is born from a vision to raise the competitive level of sports competitions leveraging smart data and has been honed by years of development with the coaching experts of LALIGA, its participating clubs, and the technological muscle of Globant. This platform, as part of the wider Sportian and Globant ecosystem, offers an integrated suite of solutions that not only enhance performance but also create a robust foundation for innovation and growth in the world of sports. Working alongside Pro League, we are certain that this new solution will bring lasting results across its entire football ecosystem”, said Alejandro Scannapieco, Sportian CEO.

Limb-tracking: From 50 to 10.000 data points per frame

One of the most groundbreaking innovations is the introduction of limb-tracking technology. Where previously only 50 data points were collected per frame, the new cameras in the Jupiler Pro League will capture no less than 10,000 data points per frame. This will allow even the smallest movements of each player’s body parts to be tracked with precision. For the Challenger Pro League, this is an absolute first, as tracking data will be collected for the first time using the same advanced system as in the Jupiler Pro League.

“If you’re not the biggest, you have to try to be the smartest. That’s why, in collaboration with our clubs, we are investing heavily in new technologies from 2025 onwards,” explained Pro League CEO Lorin Parys. “Belgium will be the only country in Europe to collect and centralise sports data from U13 level upwards. This will enable us to focus more than ever on developing talent. For the first time, we will be collecting tracking and event data for our women’s competition. Only the Bundesliga and the Premier League do this. Our Jupiler Pro League will get a serious boost, as we will be installing at least 12 tactical cameras in each stadium, instead of the current 3, to improve tactical analysis. In the future, we will no longer measure 1 point on a player’s body, but more than 40. We will be the only ones to do this in the two highest leagues.

“We process all this information and store it in a central environment. This is where the clubs, TV channels and RBFA can easily exchange data, a system that is currently only used in LALIGA. These investments benefit not only the clubs and players, but also the fans. Because VAR will draw a semi-automatic offside line using artificial intelligence, waiting times are reduced and decisions are improved. All this will also be more transparent, as the 3D offside wall will be visible on television. A premiere for a national competition on the European continent. Finally, fans will receive more data on television, which will further enhance the viewer experience. We look forward to using these new features to take our football to an even higher level next season”.

Big leap forward for women’s and youth football

The women’s competition, the Lotto Super League, will be supported by SciSports’ event and tracking data technologies starting next season. All clubs will gain detailed insights into their players’ performances, helping them further professionalize. For the first time, the physical and tactical performances of the female players will be captured and analyzed at a comparable level to the men’s competitions.

In youth football, performances from U13 teams onwards will also be monitored and analyzed by SciSports. This will enable clubs to track the development of their young talents and compare them with peers both within and outside the club. This data provides clubs with a valuable benchmarking tool to better guide youth players in their development.

“SciSports is thrilled to partner with the Pro League in a groundbreaking initiative aimed at advancing insights into women’s and youth football in Belgium. By collecting and analyzing vast amounts of data at both player and team levels, we are enabling the Pro League and the Royal Belgian Football Association (RBFA) to make informed decisions in player monitoring and development. This partnership marks a significant milestone, as the Pro League becomes the first European league to invest in comprehensive youth data collection from U13 teams onwards.

This initiative underscores the Pro League’s commitment to fostering the next generation of talent and setting a new standard for youth development across Europe. We are incredibly proud to support this vision and look forward to contributing to the long-term success of youth football in Belgium,” said Vincent van Renesse, Chief Executive Officer of SciSports.

Semi-automated offside technology: faster, more accurate, and more transparent

A semi-automated offside technology will be introduced in Jupiler Pro League stadiums. Powered by GeniusIQ, Genius Sports’ next-generation sports data and artificial intelligence, this new system has been built on the key principles of speed and precision to minimise breaks in the game and deliver accuracy.

AI will automatically select both the best camera angle and the correct frame of the pass moment, and it will draw the offside line, all within seconds. This technology not only enables quicker decisions but also allows for greater transparency towards fans by displaying the images clearly.

Paul Hunt, Sports Business Director at Genius Sports, said: “We’re delighted to partner with the Pro League to implement cutting-edge mesh tracking technology and a suite of performance, fan engagement and officiating solutions, all powered by GeniusIQ. Equipping the Pro League with mesh data is a quantum leap forward for Belgian football, capturing billions of data points from every game to create incredible new opportunities, including semi-automated offsides technology, augmented broadcasts, in-depth team and player analysis and much more. We look forward to working with the Pro League to put them at the forefront of data-driven innovation in European football.”