LA28 brews coffee partnership with Starbucks

Starbucks – for the first time ever – will be the Official Coffee Partner of the LA28 Olympic and Paralympic Games and Team USA.   

At the LA28 Games, Starbucks will offer thousands of athletes unique coffeehouse activations in the Olympic and Paralympic Village, designed to spark connection and community. Beyond the Village, Starbucks coffee will be served at competition venues, volunteer hubs and other key locations—keeping athletes, fans and volunteers going from early morning training sessions to podium celebrations. 

Through the partnership with Team USA and NBCUniversal, Starbucks will enable athlete storytelling during the Olympic and Paralympic Winter Games Milano Cortina 2026, with access to premium storytelling opportunities.  

And our support for athletes goes beyond the Games. Through the Starbucks Elite Athlete Program, we’re thrilled to champion elite athletes, who are Starbucks partners, on their journey, both in and out of competition. That includes U.S. Paralympic gold medalist Rebecca Hart, who proudly represents Team USA and wears the green apron.  

In many ways, the Olympics and Paralympics are the world’s third place, where people come together and find community, just as customers do every day in our coffeehouses around the world. This partnership is a representation of our mission to inspire and nurture the human spirit — one person, one cup, and one neighborhood at a time. 

Amazon Prime Video Expands Live Sports Portfolio with Masters Tournament Coverage

Prime Video has announced expanded sports programming for 2025–26, strengthening its position as a key player in global sports streaming.

From next April, Prime Video will stream two additional hours of live coverage from the first and second rounds of the 2026 Masters Tournament at Augusta National Golf Club. Fans can tune in from 1 p.m. to 3 p.m. ET on April 9 and 10, with coverage leading directly into ESPN’s broadcasts. CBS will continue to air the Masters live over the weekend, supplemented by Paramount+ streaming from noon to 2 p.m. ET on both April 11 and 12.

Jay Marine, Head of Prime Video U.S. and Global Sports, commented: “It’s an honor for all of us at Amazon to become a broadcast partner of the Masters Tournament and to provide fans additional hours of live coverage of this treasured event. We are humbled and proud to begin our relationship with Augusta National Golf Club, and we cannot wait to get started.”

In addition to golf, Prime Video will continue to serve as the exclusive home of Thursday Night Football (TNF), entering its fourth season in 2025. The TNF schedule runs weekly from September to December, featuring divisional rivalries and two holiday matchups.

Basketball fans can also look forward to Prime Video’s inaugural season of NBA coverage in 2025–26. The season tips off with a marquee doubleheader: Boston Celtics vs. New York Knicks and Los Angeles Lakers vs. Minnesota Timberwolves.

The expanded Masters coverage, alongside NFL and NBA schedules, reflects Amazon’s strategy of diversifying its live sports offering to cater to global audiences.

Prime Video is included with an Amazon Prime membership, priced at $14.99 per month or $139 per year, with discounted memberships available for young adults and qualifying recipients of government assistance.

Further details on Prime Video’s coverage of the 2026 Masters will be announced closer to the tournament, scheduled for April 6–12, 2026.

TVU Networks Introduces TVU MediaMesh for Global Live Video Sharing

TVU Networks, the leader in cloud-native live video with 20 years of powering news, sports, and streaming productions, launched its most transformative platform yet: TVU MediaMesh, redefining how live content is accessed and produced in the cloud.


For decades, live production, whether on-site or remote, has long been limited by fixed, physical infrastructure, dedicated equipment, and rigid routing that limits scale and flexibility. While the cloud promised to break these barriers, today only about 1% of live productions have fully migrated, with adoption hindered by the complexity of connecting sources, routing signals, and integrating diverse applications.

TVU MediaMesh removes those barriers by introducing global shared memory for live video—dramatically simplifying signal connectivity and slashing configuration time.

“MediaMesh removes the biggest obstacle to cloud adoption by making live signals instantly accessible anywhere, as easily as opening a shared file,” said Mike Cronk, VP of Strategy at TVU Networks. “It gives teams the freedom to produce from anywhere, using the tools they want without worrying about the back end.”

As the foundation that powers TVU’s award-winning SaaS applications for the world’s largest live events—from routing and AI indexing to production and playout—MediaMesh now opens its APIs, enabling customers and partners to build, innovate, and shape the future of live production.

“By integrating Grass Valley AMPP with TVU MediaMesh, we’re giving our customers the seamless workflows they’ve been asking for across our best-of-breed solutions,” said Adam Marshall, CPO at Grass Valley. “AMPP users can now connect to sources from multiple vendors, including TVU’s cellular backpacks, without the usual integration complexity. This deepens the collaboration our customers have been calling for.”

“The future of live production depends on collaboration, not closed ecosystems,” said Paul Shen, CEO of TVU Networks. “By opening our platform through MediaMesh, we’re giving broadcasters, developers, and partners the freedom to innovate faster—together.”

FC Barcelona and DAKA to extend partnership for three more seasons until 2028

FC Barcelona and DAKA have renewed their partnership agreement for an additional three years. The autographed Chinese trading card company will continue to be the Club’s regional partner in Trading Card in China for three more seasons, until 30 June 2028.

The partnership extension marks a 6-year relationship between FC Barcelona and DAKA and reaffirms the strong collaboration forged by the Club’s Asia Pacific regional office in Hong Kong since the original agreement as established in 2023.

In addition to the existing DAKA’s collectible cards signed by Barça players, as well as a series of digital content that helped the Chinese brand reached out to football fans through the Club’s social media channels in China (including WeChat, Weibo, Douyin, Toutiao, Xiaohongshu and bilibili), which have 15.9 million followers, new autographed trading cards featuring Barça players from the women’s team and basketball’s team will be added to the collection in the upcoming seasons. This will help the trading card company to further expand its reach in the wider sports community in China.

The Club will continue to work closely with DAKA to explore more creative collaborations. These will bring the Club closer to our Culers in China and enhance our presence in the region.

BCCI signs Apollo Tyres as Main Sponsor for Team India

The Board of Control for Cricket in India (BCCI) has announced a landmark partnership with Apollo Tyres, a leader in the global tyre industry, as the new lead Sponsor of Team India. This marks Apollo Tyres’ first-ever foray into India cricket, a strategic move to align with a sport that resonates deeply with the nation.

The new partnership, secured after a rigorous bidding process, represents a substantial increase in sponsorship value, signifying the immense and growing commercial appeal of Indian cricket.

The agreement spans two and a half years concluding in March 2028. Under the terms of the deal, the Apollo Tyres logo will be featured on the jerseys of the Indian men’s and women’s national teams across all formats. This partnership succeeds the previous sponsorship held by Dream11.

For Apollo Tyres, the sponsorship is a powerful platform to connect with a diverse and passionate audience. The company, known for its commitment to performance and safety, sees a natural synergy between its brand values and the attributes of a world-class cricket team. The company markets its products under its two global brands – Apollo and Vredestein, and its products are available in over 100 countries through a vast network of branded, exclusive and multi-product outlets.

Mr. Devajit Saikia, Honorary Secretary, BCCI, said: “The arrival of Apollo Tyres as our new sponsor is a testament to the hard work and consistent performance of our teams. We are excited about this being Apollo’s first major sponsorship in India cricket, which speaks volumes about the sport’s unparalleled reach and influence. This is more than a commercial agreement; it’s a partnership between two institutions that have earned the trust and respect of millions.”

Mr Rajeev Shukla, Vice-President, BCCI, said: “We are delighted to welcome Apollo Tyres as our new lead Sponsor. This is a momentous occasion, bringing together two of India’s most powerful and enduring legacies: the unwavering spirit of Indian cricket and the pioneering legacy of Apollo Tyres. The competitive nature of the bidding process highlights the strong market confidence in the BCCI and the global brand of Team India. We are confident that this partnership will be a driving force for mutual growth and success.”

 Mr. Prabhtej Singh Bhatia, Treasurer, BCCI: “This partnership is a testament to the immense value and global appeal of Indian cricket. Apollo Tyres’ commitment to innovation and its forward-thinking approach perfectly aligns with our vision for the future of the game. We are confident that this collaboration will be a huge success and will help us continue to grow the sport both in India and around the world.”

Mr. Rohan Gauns Dessai, Honorary Joint Secretary, BCCI: “The BCCI’s partnership with Apollo Tyres is a reflection of the strong and consistent performance of Team India. We are excited to embark on this new journey with a partner that shares our passion for excellence. We extend our warmest welcome to Apollo Tyres and look forward to a long and fruitful association.”

 Mr. Neeraj Kanwar, Vice-Chairman and Managing Director, Apollo Tyres Ltd said: “Cricket’s unmatched popularity in India and worldwide makes it an honour for us to become the National Team Lead Sponsor of Team India. This partnership is about national pride, strengthening consumer trust, and showcasing Apollo as a true leader in our category, while supporting Indian sport at the highest level and creating unforgettable moments for fans worldwide.”

ANOC appoint AquaBloom International Sports Technology Group (ABSG) as Official Innovation and Strategic Partner

The Association of National Olympic Committees (ANOC) has announced the signing of a long-term Master Partnership Agreement with AquaBloom International Sports Technology Group (ABSG), appointing AquaBloom as ANOC’s Official Innovation and Strategic Partner.


The agreement establishes a long-term collaboration aimed at accelerating digital innovation, fan engagement technologies, and content production solutions that will benefit ANOC’s 206 member National Olympic Committees (NOCs) and the broader Olympic Movement.

As part of this partnership, AquaBloom will work alongside ANOC to develop and deliver strategic sport-tech projects, including:


ANOC.TV studio activations at major international events.
The ANOC Digital Content Hub and Digital Accelerator Programme.
Innovation initiatives at the ANOC General Assemblies, ANOC Awards, and seminars.

AquaBloom will also play a role in co-developing sponsorship proposals and connecting ANOC with new strategic partners and investment opportunities, always ensuring compliance with IOC sponsorship and marketing guidelines.

AquaBloom will harness 7 cutting-edge technologies—AI, Robotics, Web3, Meta, Biotech, FinTech, and Intelligent Manufacturing—to drive innovation and deliver transformative benefits to: ANOC, NOCs, Individual Sports Associations, Athletes, and Fans globally.

Robin Mitchell, ANOC President, said: “ANOC is committed to providing its member NOCs with the best possible tools to succeed in a rapidly evolving digital landscape. This partnership with AquaBloom will allow us to bring world-class innovation and technology solutions to NOCs, helping them engage with fans, strengthen their digital presence, and maximize opportunities in the years ahead.”

Mike Yang, Founder & CEO of AquaBloom International Sports Technology Group (ABSG), commented:
“We are proud to join forces with ANOC as its Official Innovation and Strategic Partner. Our mission is to empower NOCs and athletes worldwide with innovative technologies, scalable digital platforms, and new commercial opportunities. Together, we will support the Olympic Movement in reaching new generations of fans.”

Chelsea welcomes ABM as official cleaning supplier

Chelsea Football Club has announced a new long-term relationship with ABM, a leading provider of facility, engineering and infrastructure solutions. The deal to be official cleaning provider sees ABM delivering best-in-class cleaning services at Stamford Bridge and Kingsmeadow stadiums along with the club’s Cobham training ground.

Mobilising more than 200 ABM team members, the partnership will elevate Chelsea FC’s experience for Blues supporters, players and staff alike – ensuring immaculate concourses, hospitality areas, offices, training areas and facilities.

Chelsea is committed to delivering a world-class matchday environment for fans, and this partnership ensures venues are pristine, assets protected, and operational efficiency maximised.

Dan McEwan, director of partnerships at Chelsea Football Club, said: ‘As we kick off the new season, ensuring all areas of the club are at their very best for supporters, players and staff is a top priority. Clean, well-maintained facilities are essential to a great matchday and beyond, and ABM’s proven ability to deliver high standards across a large range of environments makes them the ideal partner for us.’


Richard Sykes, SVP and president of ABM UK and Ireland, said: ‘These historic venues aren’t just where football is played – it’s where generations of Blues supporters have celebrated glory, shared memories, and felt the enduring spirit of the club. Matchday at Chelsea FC is a truly unique experience, and we’re proud to join this team to ensure the grounds are spotless and ready for every kick-off, meeting and event. This partnership is a crucial part of the expansion of our sports and entertainment presence across the UK and Ireland, delivering sustainable, guest-centric services to one of the most storied clubs in football.’

ABM’s leadership in sports and entertainment facility services is grounded in a century of innovation, sustainability and operational excellence. With 15,000 team members across the UK and Ireland, ABM continues to provide industry-leading solutions to a diverse client base from both the private and public sectors.

Acapulco to Host 2026 FootGolf World Cup, Driving Tourism and Economic Recovery

Acapulco will once again step onto the global stage as it prepares to host the 2026 FootGolf World Cup, welcoming 900 players from 60 countries between May 27 and June 7, 2026. The event marks a major milestone for both the sport and Mexico’s tourism industry, underscoring the country’s growing prominence as a destination for international sporting events.

According to Mexico’s Ministry of Tourism, the tournament is projected to generate $7.7 million USD (145 million pesos) in total spending, with $7.2 million USD (135 million pesos) directly benefiting Acapulco. Nearly 1,500 international visitors are expected, with an average stay of 11 nights, accounting for more than 8,000 room nights in double occupancy.

FootGolf’s Growing Stage

First played in Tapalpa, Jalisco 20 years ago, FootGolf has grown into a global sport with competitive structures and international federations. For Mexico, hosting the World Cup is both a recognition of its role as the birthplace of the game and a strategic play in its National Sports Tourism Strategy, which aims to close 2025 with more than 100 sports events and exceed 200 in 2026.

Marte Luis Molina Orozco, Director General of Destination Social Management, speaking on behalf of Mexico’s Minister of Tourism Josefina Rodríguez Zamora, framed the event as part of Acapulco’s resurgence:

“This World Cup will not only attract tourism but also democratizes sports, opening spaces for community, inclusion, and new experiences.”

Strengthening the Sport’s Profile

Fernando Name Guzzy, Director General of the Mexican FootGolf Federation and organizer of the championship, highlighted both the sport’s accessibility and the growing importance of women’s participation:

“FootGolf creates opportunities for everyone, and with this edition we are also committed to strengthening the women’s category, which stands out for its technique and talent.”

The International FootGolf Federation (FIFG), led by President Aleksander Kravanja, praised Mexico’s successful bid against contenders such as the United Arab Emirates and Sweden. He applauded the organizational standards that secured Acapulco as the 2026 venue, reinforcing its international image as a world-class host.

Tourism and Economic Impact

Guerrero’s Deputy Secretary of Tourism Promotion, Emilio Vásquez Villanueva, noted that Acapulco’s infrastructure is ready to welcome visitors, with 16,000 hotel rooms available. He pointed to the city’s recent vacation period, which generated an economic impact of 11 billion pesos ($587.6 million USD), as evidence of its ability to stage high-profile international events.

The 2026 FootGolf World Cup will feature categories across Men, Women, Seniors, and Seniors+, showcasing the sport’s inclusivity and broad appeal.

Acapulco’s Revival

For Acapulco, still rebuilding its international reputation after years of challenges, hosting the FootGolf World Cup represents both a sporting milestone and a symbol of recovery. By combining sport, tourism, and hospitality, the event strengthens Acapulco’s status as a hub for global events and provides a boost to Mexico’s sports tourism economy.

Hisense Confirms Third FIFA World Cup Sponsorship

Hisense, a leading brand in global consumer electronics and home appliances, announced at IFA 2025 that it will continue as an Official Sponsor of the FIFA World Cup™, reinforcing its long-standing collaboration with FIFA since 2018.

Since first partnering with FIFA in 2018, Hisense has achieved several key milestones: initial branding at the 2018 FIFA World Cup™, content cooperation via FIFA+ in 2022, technology integration in VAR operations at the FIFA Club World Cup 2025™, and now the upcoming FIFA World Cup 2026™ sponsorship. Each step strengthened Hisense’s global presence and commitment to enhancing fan experiences.

Catherine Fang, VP of Hisense Group, highlighted that every unforgettable moment starts with the right experience, and that Hisense aims to help fans fully enjoy those moments. She explained that, guided by four key essentials — technology driven, users oriented, smart service, and cultural values — Hisense continuously pushes display boundaries, from HDR to Laser TV and latest RGB-MiniLED, delivering unprecedented picture quality. The user-oriented approach ensures immersive, personalized experiences, making fans feel part of every moment.

At IFA 2025, Hisense, as the origin of RGB-MiniLED, builds on its CES debut of the 116-inch RGB-MiniLED TV with upgrades delivering purer colors, higher contrast, and brightness surpassing QD-OLED, reaffirming leadership in next-gen displays. Building on this vision, FIFA’s chief business officer, Romy Gai, echoed the sentiment, explaining that FIFA would partner with Hisense to welcome the best display technology in order to deliver an unprecedented World Cup for billions of fans around the world.

With the 2026 tournament set to be the first held across three nations with 48 teams, Hisense aims to transform billions of living rooms into front-row seats — ensuring fans everywhere can experience the tournament like never before and truly own the moment.

SportAccord confirms Baku as host of 2026 Convention

SportAccord, the world’s leading sports business conference, confirmed that the SportAccord Convention 2026 will take place in Baku, Azerbaijan, from 24-28 May 2026, following the signing of the Host City Agreement.

This landmark agreement was signed today by SportAccord President Prof. Dr. Uğur Erdener with Azerbaijan’s Ministry of Youth and Sport, and Baku City Circuit Operations Company.

The SportAccord Convention is a leading global platform that connects key decision-makers and experts from across the global sports industry – from International Federations, the International Olympic Committee (IOC), host cities, and rights holders – to discuss and shape the future of sport.

The Baku Convention Center will serve as the hub for cutting-edge panel debates, meetings, exhibitions and networking, while the iconic Heydar Aliyev Center by Zaha Hadid will host the Opening Ceremony, blending Baku’s modern architecture with its rich cultural heritage.

SportAccord President Prof. Dr. Uğur Erdener commented: “We are thrilled to bring the 19th edition of the world’s most important gathering of sports leaders, the SportAccord Convention, to Baku in 2026.

“Baku has a very strong track record in delivering world-class events, and this will be a significant moment both for SportAccord and the entire global sports industry.

“We are excited to work with our partners from the Ministry of Youth and Sport, and Baku City Circuit Operations Company, to deliver a truly exceptional event.

“Delegates can expect world-class facilities, the warmth of Azerbaijani hospitality, and an environment that fosters new connections and meaningful opportunities for the future of sport.”

The next edition provides a timely opportunity to gather the global sports industry, following the Olympic Winter Games and Paralympic Winter Games Milano Cortina 2026, at a time when new leadership in the Olympic Movement and shifting priorities are defining the opportunities and challenges facing the future of sport.

Baku is a city which lives and breathes sport, and its renowned expertise in hosting international gatherings provides a perfect setting for the latest chapter in SportAccord’s illustrious history. Its role as Host City is further underlined by its designation as World Capital of Sport 2026 by ACES Europe, recognising its achievements in staging international competitions and investing in modern infrastructure.

Azerbaijan’s Minister of Youth and Sports, H.E. Farid Gayibov said: “Azerbaijani sports have always been supported with great care and attention by our state leader, His Excellency Ilham Aliyev. Our nation’s sports achievements and our ability to host international events are a direct result of this commitment. Hosting the SportAccord Convention is a fantastic opportunity to further showcase our capabilities and to contribute to the global conversation that will shape the future of our industry. We are incredibly excited to collaborate with SportAccord and are committed to handling this event with great care and responsibility to make it a truly memorable experience for all.”

The vibrant capital of Azerbaijan is situated on the Caspian Sea, and enjoys a rich history fused with striking modern architecture which comprises its impressive cityscape. Baku proudly hosted the inaugural European Games in 2015, and has staged World Championships and European Championships across multiple sports, along with the Azerbaijan Grand Prix in Formula One since 2017.

Its unwavering commitment to the future of sport was further underlined by the UNESCO Global Sports Conference – MINEPS VII in Baku in June 2023, while in November 2024 global leaders gathered for the United Nations Climate Change Conference (COP29) in the city.

The 2026 SportAccord Convention in Baku promises to stand at the centre of the global conversation on sport, driving the connections and ideas that will define its future