Foxtel Group and Cricket South Africa extend broadcast agreement

Foxtel Group and Cricket South Africa (CSA) have announced an extension to their agreement to broadcast the Proteas Men and Women’s international matches in a multi-year deal. The deal was secured by CSA’s international media rights partner, IMG.

Under the agreement, Foxtel Group will exclusively broadcast all fixtures for South Africa’s men’s and women’s national teams, including Test Series, ODI and T20 matches across its linear and streaming subscription platforms Foxtel and Kayo Sports. This includes the upcoming international home test series for Proteas Men’s against Sri Lanka (November) and Pakistan (December), as well as the Proteas Women’s home tour against England (November).

CSA Chief Executive Officer, Pholetsi Moseki, said; “We are extremely proud to continue our partnership with Fox Sports Australia, who have not only been a long-term partner of ours but have also significantly contributed to the growth of the South African cricket market in Australia. Much like South Africa, Australia is a highly driven sports nation, and we look forward to bringing all of South Africa’s best cricketing action to their country.”

Adam Howarth, Director of Content Acquisitions and Sports Partnerships at Foxtel Group said: “The Proteas are a consistent top five team across all formats making their international matches some of the most anticipated. Through our extensive slate of domestic and international cricket, we have entrenched ourselves as the ‘home of cricket’ in Australia. We’re excited to be continuing our partnership with Cricket South Africa, bringing the very best from its national teams to our Foxtel and Kayo Sports subscribers.”

Robyn Cox, VP and Managing Director, Africa for IMG’s media business, added: “Off the back of an action-packed T20 World Cup, we are pleased to continue Cricket South Africa’s partnership with Foxtel Group to bring the best action from South Africa’s high-profile series to cricket fans across Australia. Together with CSA, we’re continuing to deliver increased commercial opportunities for the sport and grow the Proteas’ audience worldwide.”

IMG has worked with CSA for the past 30 years and manages the federation’s international media rights. The company was instrumental in securing CSA’s long-term agreement with Viacom18 in 2022 to air all senior men’s and women’s international competitions played in South Africa to 2031. 

International Skating Union President weighs in on integrating AI, US as a key market and vision for the organisation

Recently, during the 59th ISU Congress of the International Skating Union (ISU) iSportConnect’s Taruka Srivastav spoke with ISU President Jae Youl Kim to find out about events formats, branding and promotion, broadcast presentations, fan engagement as well as athletes’ safeguarding and sustainability.

What is your decision to pay athletes who win medals at future Olympic Games, and also, if you are considering paying price breaks to skaters who win medals at Milan?

I’m aware of the policy that was announced, and I am also aware the statement of the IOC. IOC made a clear distinction between the role of NOC and role international federation towards the athletes that are participating in the Games. In the Olympic Games, athletes compete for their countries. They are competing with their flags, and NOCs are the responsible party for those athletes. And it is common that NOCs make remuneration and the price of giving the price money to the high-performance athletes, and I believe that’s the way to do it, because, again, fully support the IOC position on it, because there’s a clear difference involved between the two organization. However, I really appreciate all the athletes who give hours and hours and sacrifice so many things in their lives to compete at the top level of our competition, and we would love to be able to generate more revenue so we could reward our deserving scales better through increased price money in our competition. And that’s one of the goals of the vision.

How do you plan to integrate AI in skating?

AI is a very interesting topic. Many people are talking about embracing cutting edge technologies, including AI and the computer vision to assist judging especially for figure skating. And we are looking at it. There’s a huge potential with AI and we’ve been talking to multiple tech companies, how we can work with them to bring the technology to assist our judges to be more accurate, quicker and more agile. It is a long-term project and that technology is ready at the moment, at the recent price, but we will continue to work on it. What we want to emphasize it is that we are looking at AI and the future, overlooking technologies, but we are also taking advantage of existing technology that’s readily available. So this season, we are launching the new video referee system with the upgrade camera, upgrade hardware and upgraded software, which will provide our judges officials much clearer future, much better, much user-friendly solution and much quicker data to transfer rate.

Is the US market, one that you’re going to be emphasizing over the coming decade. And also, if you could give us a little more information on the Short Track World Tour, and some developments within that?

We believe the Short Track has such potential to develop it further beyond what it is now. It is indeed a very exciting race. We have six World Cups, but we believe there’s a much stronger story to tell by really binding those six World Cups into a global tour. Starting with six, some of the members are already requesting that we expand that further in the future, looking at other formats, maybe a nation’s cup style event. So creating the Short Track World Tour provides us the opportunity to create that solid base and then expand from it. We’ve also had some new cities reach out to us, already requesting us to come and make the tour stop in their city. This is how we go from creating independent World Cup races to a consolidated World Tour.

So we’re very excited about the opportunities that that can bring, and again, getting traction and revenues back into short track to support the skaters. Regarding the US, it is one of the key market for ISU in terms of producing, but also hosting. So we are very happy to collaborate with the US. I’m pretty excited about the World Championships because I was there in 2016 and basically, I’m sure we have greater atmosphere this coming championship. And we are very grateful that US is keen on hosting between 34 Olympics.

World Wide Technology Raceway inks partnership with Tixr

World Wide Technology Raceway (WWTR) has partnered with Tixr to handle its ticketing needs.

The racetrack outside St. Louis, which is the only American track that annually hosts NASCAR, INDYCAR and NHRA racing, will deploy Tixr technologies and offerings in its fans’ ticket-buying experience, including Tixr Waitlist — a credit card pre-authorization and bot-thwarting system for high-demand tickets — and Tixr rewards, a program that incentivizes fans for referring ticket sales.

WWTR is developing new ticketing offers for its events, like the NASCAR Cup Series Enjoy Illinois 300, with Tixr, including camping packages, VIP and suite hospitality, and merchandise — all incorporated in the ticketing buying flow — as well as managing series passes, group sales, and single tickets.

Tixr, founded in 2013, continues to make small market share gains in live sports ticketing. In the last year, it’s added clients as diverse as the International Tennis HOF and its Infosys HOF Open ATP Tour tournament, Major League Pickleball, Thrill One’s Nitrocross, a handful of pro golf events, and the Trail Blazers’ Rip City Remix G League team. The WWTR deal provides a chance to demonstrate the company’s large-volume capabilities; more than 100,000 fans were at the track for last month’s running of the Enjoy Illinois 300.

Tottenham Hotspur signs global partnership with Kraken

Tottenham Hotspur has announced a global brand partnership with Kraken.

Ahead of the 2024/25 season, Kraken will become the Club’s first-ever Official Crypto and Web3 Partner, and the Official Sleeve Partner for our Men’s and Women’s teams.

Founded in 2011, Kraken is one of the world’s longest-standing crypto platforms. Inspired by a mission to accelerate the global adoption of crypto, Kraken empowers clients to confidently learn about the emerging crypto ecosystem. In the UK, Kraken has deep and established roots after consistently investing resources to grow its local team, which now has over 350 people. Kraken has also become one of the largest UK-registered crypto platforms, and has over 13 million clients globally accessing the crypto markets through its consumer and pro mobile apps, and a state-of-the-art trading platform.

Both Spurs and Kraken share a forward-thinking vision for how cutting-edge technologies can be leveraged to push boundaries and enhance the fan experience. The partnership will focus on advancing football fans’ understanding about crypto and how the technology can be applied to deepen connections to the sport.

Throughout this partnership, Kraken will engage with the Club’s global fan base through exclusive content, fan pop-ups, and provide behind-the-scenes access to both Kraken and Tottenham Hotspur events.

Ryan Norys, Chief Revenue Officer, Tottenham Hotspur, said: “As a Club that aims to drive innovation in everything we do, we are delighted to partner with yet another forward-thinking brand in Kraken – a true leader in its field, recognised throughout the web3 industry for its emphasis on education around the crypto ecosystem. We look forward to bringing our fans a range of exciting events and experiences throughout the course of the partnership.”

“Spurs supporters and the crypto community both have an undeterred and relentless passion for what they believe in,” said Mayur Gupta, Kraken’s Chief Marketing Officer. “Kraken has a vision that crypto, like football, should be accessible to everyone. We’re therefore thrilled to partner with Tottenham Hotspur to bring this inclusive financial technology to a larger audience of football fans.”

Kraken will also boost its connection to F1 by becoming the Official Crypto and Web3 Partner of F1 DRIVE – London, a first-of-its-kind immersive karting experience that sits below the iconic South Stand of the Tottenham Hotspur Stadium. Both Tottenham Hotspur and Kraken will host interactive competitions to further engage fans who are interested in sports and finance.

UEFA appoints Two Circles as the exclusive sponsorship agency for UEFA Women’s Football

UEFA has appointed Two Circles as the exclusive sponsorship agency for UEFA Women’s Football and as the exclusive media sales agency for the UEFA Women’s Champions League for the 2025-2030 commercial cycle.

The sponsorship programme includes marketing rights for UEFA Women’s EURO 2029, the UEFA Women’s Champions League, UEFA Women’s Futsal Championship, the UEFA Women’s Under-19 and Under-17 Championships, and the #WePlayStrong marketing platform.

The creation of a separate women’s commercial rights programme in 2018 has helped elevate women’s national team and club women’s football at all levels to record heights. UEFA Women’s EURO 2022 was the most watched Women’s European Championship ever, with a global cumulative live viewership of over 374 million across 197 territories. The tournament was also the best-attended Women’s EURO of all-time with a record-breaking total of 574,875 spectators across the tournament. The final, between England and Germany was the most-attended in EURO history (men’s or women’s) with 87,192 fans at Wembley Stadium.

The 2021-25 UEFA Women’s Champions League cycle has been historic. The 2021/22 semi-final between Barcelona and Wolfsburg at the Camp Nou was the most attended women’s football match of all time with 91,648 fans in attendance. Equally, the first centralised distribution of media rights for the UEFA Women’s Champions League for 2021-2025 is driving increased global visibility for the competition with many records being broken including the 2023 final, also between Barcelona and Wolfsburg, which was the most watched final of all time (5.1 million live viewers).

Since the last commercial cycle, the number of UEFA Women’s Football global partners has increased from five to 11, with UEFA Women’s EURO 2025 having secured two national partners as of July 2024, with continued growth forecasted in the 2025-30 cycle building up to UEFA Women’s EURO 2029. Two Circles has sold the sponsorship rights since their initial appointment in 2018.

Guy-Laurent Epstein, UEFA marketing director, said: “In 2018, we set out to establish a steadfast fully dedicated women’s football commercial programme to accelerate the growth of European women’s football. This upcoming rights cycle is our next step on this exciting journey. We will continue to break records on and off the pitch for both club and national team competitions, while driving commercial growth through an evolution of our partnership offering, and we are confident that Two Circles are the right partner for this stage of the journey.”

Nadine Kessler, UEFA managing director of women’s football, said: “We have made huge strides and this new commercial cycle will cover the next great leap in women’s football’s development in Europe. European competitions, both for national teams and for clubs, are at the forefront of the global game and we are convinced that these competitions and our innovative development projects will attract purpose-led partnerships, that support the movement and thus will help us to set new benchmarks across the board. We are excited to have Two Circles on board to help us maximise the value and exposure of our game and to achieve our ambitious strategic growth targets.”

The 2025-2030 cycle will include a new UEFA Women’s Champions League format featuring a league phase with 18 teams, followed by an exciting play-off round, designed to provide a more competitive, and ever engaging competition. Additionally, for the first time, centralised sponsorship rights will be in place from the first match of the league phase onwards.

Russia faces day of reckoning in world sport after threatening ‘Perfect’ Paris Olympic Games

Olympic Games advisor Michael Pirrie says Putin’s attempts to sabotage the Paris Games may have a long term impact on Russia and world sport.

“The horror of it (the war) was everywhere…there are only losers and they are families…All we can do is make a stand…” – World Athletics President, Seb Coe, on a recent visit to Ukraine to meet athletes and President Volodmyr Zelensky 

Few events can challenge the character or capacity of a city like hosting the Olympic Games, the world’s biggest event and piece of project management.

The Summer Olympic Games is not just big, its bigger than you can imagine an event to be – like simultaneously staging 32 world sporting championships or five FA Cup or Super Bowl finals every day for 16 long consecutive days, along with opening and closing ceremonies, the world’s biggest live productions.

As well its enormous scope and complexity, the Paris Olympic Games must be “impeccable,” according to  French President, Emanuel Macron.

 “Our organisation of the Games must be flawless,” Macron declared while touring a high-performance institute for sport and meeting athletes in Paris earlier this year.

Delivering a perfect Olympic Games event and experience is made even more difficult in a region wracked by war in Ukraine and political division in the host nation, along with wider geopolitical unrest and violent conflict in the Middle East beyond.

The logistics of staging the world’s most important sporting occasion have become even more challenging as Russia turns its weapons of war onto Games organisers in Paris.

After scrambling to rescue his presidency, his party and nation from the extremist far right and political gridlock, Mr Macron has been clambering to protect the Olympic Games from attempts by Russia’s war merchant president and mass murderer, Vladimir Putin, to sabotage the Olympic spectacle.

This follows a surge in Russia-linked cyberattacks and propaganda operations intended to undermine confidence in the security, safety and preparations for the Paris Games.

The most recent attempt is believed to involve the creation and spreading of fake news content claiming the Paris Games may have to be delayed due to the unresolved French legislative elections.

The sabotage campaign against Paris is believed to involve Kremlin linked hackers and Putin backers using a variety of methods and technologies to spread disinformation and uncertainty about the Games

“Every day (Russia) is putting out stories saying that we are unable to do this or that so (the Games) will be at risk,” Macron said recently.

Russia’s sabotage campaign has targeted senior Olympic leaders, including IOC President Thomas Bach, and World Athletics President, Seb Coe.

Both Bach and Coe have been targeted in disinformation campaigns after restrictions were placed on Russian teams and athletes at the Paris Games and world sporting championships following the invasion of Ukraine.

The sabotage efforts are believed to be a part of a wider campaign by Putin to destabilise world sport, according to Russia watchers.

This has involved repeated attacks on the credibility and authority of world sports governing bodies and leaders.

The Russian dictator has attempted, in particular, to override the IOC and World Athletics and determine how athletes from Russia participate in Paris.

While Putin has demanded his athletes compete fully identifiable as Russian, the Russian Tennis Federation President, Shamil Tarpishchev, said that independent neutral athletes would still be known by everyone as Russian, even without symbols of national identity.

Respected senior IOC member and Olympic Order recipient, Sir Craig Reedie, was believed to be the target of an earlier Kremlin plot intended to rock world sport.

The plot involved a conspiracy to poison the leading British Olympic administrator, according to UK security officials, and send a message to those investigating Russian athletes and sports governance.

Reedie was targeted after overseeing investigations by WADA that revealed extensive secret doping operations involving the Kremlin and providing athletes with banned performance enhancing drugs to win more medals for Russia.

The plan to poison Reedie is thought to have involved one of the Russian spies who had previously attempted to poison a former agent, who had been living in the English cathedral town of Salisbury, with a potentially deadly nerve agent.

The Kremlin’s campaign to destabilise the Paris Games is directed also at the French President after Mr Macron advocated a more direct interventionist approach in Europe’s response to Putin’s apocalyptic war.

This has included possible troops on the ground in Ukraine to support the devastated nation and guard nearby national boarders from further possible Russian attack, which angered Putin.

Putin’s sabotage mission is also in retaliation for having to surrender the Olympic stage he covets to leading western Olympic nations supporting Ukraine, including US, France, UK, Germany, Australia and others.  

Russia’s attempts to undermine Paris have heightened security concerns further in the final countdown to the Games Security experts and officials in France are updating, installing, and activating sophisticated digital defence and surveillance systems in an unprecedented operation to protect the  Games.

This includes measures to counter cyberattack operations designed to hack and destroy computer systems and data linked  to Paris Games venues, competition systems, energy supplies, and Olympic teams from western nations supporting Ukraine with weapons, training and economic support.

NEW ERA OF SUPERPOWER SPORT & POLITICS

The unrivalled security environment surrounding the Paris Games heralds a confronting new landscape for international sport.

This involves the cross over of covert cyber security, espionage, spying  and other military style operations into international sports settings by nations like Russia that see sport and the world differently.

This includes the pursuit of national agendas and goals that clash with long standing values of sport and rules of law established in international society.

 The attempted sabotage of the Paris Games is part of a new era of superpower sport and politics, centred currently around the ‘No Limits’ strategic partnership between Russia and China.

The partnership was consummated on the eve of the Beijing 2022 Winter Olympic opening ceremony and activated by Putin shortly after the closing of the Games when Russia invaded Ukraine.

Russia’s war and harrowing death toll has taken the international community, including world sport, to multiple flashpoints now impacting on the Paris Games.

While the Russia-China partnership has demonstrated, ominously, there are ‘no limits’ to the human suffering Russia is willing to inflict in its brutal war on Ukraine, supported by China, according to NATO, world sport has declared there are very real limits.

These include the banning of Russian (and Belarusian) teams from the Olympic Games, prized by Putin as a coveted propaganda platform for his nation and image on the world stage.

Putin and Kremlin officials have often argued that the Ukraine war is a special military project imposed on Russia, and therefore any attempts to exclude the nation from the Games is a violation of the Olympic charter and spirit.

Putin’s claims have been widely denounced and condemned by independent world leaders, including UN Secretary-General, Antonio Guterres, who has made it clear repeatedly that Russia is to blame for the massive loss of life and devastation of Ukraine.

 “Russia’s invasion of Ukraine …has unleashed a nexus of horror: lives destroyed; human rights abused; families torn apart; children traumatised…,” according to Guterres   

While the IOC and several sports federations have agreed individual neutral athletes from Russia can qualify for Paris, doubts about the compromise are growing in wake of the Kremlin’s attempts to damage the Olympic Games, which generates billions in funding for international sport.

RUSSIA’S GANGSTER SPORTS CULTURE

Uncertainty about Russia’s future in world sport post Paris is also growing in response to the  gangster sports culture that is forming as Putin pivots the nation into a war country and economy that treats international sporting bodies and athletes with contempt.

This includes the capture and detention of US Olympic basketball star Brittney Griner as a hostage on the eve of Russia’s invasion of Ukraine; the Kremlin’s control of the Russian Olympic sports system; support among Russian athletes for war; takeover of sovereign sports bodies in Ukraine; ongoing doping concerns following Kamila Valieva scandal; violation of Olympic Truce; and total disregard for principles for human rights and peace in sport and society.

The targeting of the Paris Games may also be part of a wider campaign aimed at major sporting events in Europe comprising a “hybrid war” involving cyberattacks, election meddling, and sabotage operations.

This includes the recent Euros 2024 football tournament, where security forces and authorities were on high alert for Russian extremists at matches that involved nations providing strong military support for Ukraine, including hosts Germany and high profile teams such as England.

Tolerance for neutrality is beginning to wane as the death toll of victims from Putin’s war continues to spiral, filling more cemeteries, morgues, hospitals and evening news bulletins.

‘THE HORROR IS EVERYWHERE’

There is also a strengthening view that Russia’s barbaric war may have pushed sports neutrality to its limits, with Putin’s ‘end-of-world’ nuclear annihilation scenarios continuing to threaten the international community and possibility for peace.

This may harden opposition to Russia’s presence at international sporting events post Paris amid fears Putin will use the presence of Russian athletes as a trojan horse to normalise war in sport settings.

Russia’s future in world sport will also be shaped by the international community’s evolving response to Putin’s seemingly unstoppable war and its impact on sports leaders and athletes as well.

“The horror of it (the war) is everywhere,’” observed Olympic champion and President of World Athletics, Seb Coe, while on a recent visit to the war-torn nation to meet leader Zelensky.

“There are no winners here,” Coe said, “only losers and they are families.”

“I feel the strongest position we can take is the position we have taken,” Coe said, referring to his board’s decision to ban track and field teams and athletes from Russia at the Paris Games.

“This really is not about closing the door on athletes. It’s about a display of solidarity. It’s not really about Russia. It’s about here (in Ukraine).”

 “We find it unacceptable and there is nothing else we can do. All we can do is make a stand.”

Other complex issues and questions will continue to swirl around Russia’s sporting future, and whether it is discriminatory to exclude teams from a country that is attempting to destroy another Olympic nation.

The growing death toll amongst athletes and coaches in Ukraine’s sports community – now approaching 500 and bigger than any national Olympic team competing in Paris – continues to raise difficult questions about neutrality and heart-breaking choices and scenarios expected in Paris.

It means that athletes and sports staff from Russia will be competing in Paris while their fellow countrymen are conducting mass murder operations less than three flying hours away in Ukraine.

This could see sporting bodies, especially those in Europe, closest to the war’s epicentre, push for a return to full bans after Paris – a position that leading world and continental governing bodies such as World Athletics, FIFA and UEFA have maintained for the Paris Olympics and recent Euros 2024.

While President Macron continues to prepares for perfect Olympic Games in the face of evident attempts by Putin to disrupt the Paris spectacular, Russia’s future in the Olympic Movement and world sport remains more doubtful than ever.

With a style of government and sports system so intertwined and so foreign to most Olympic nations, some senior international sports administrators and regulators believe Russia is beyond rehabilitation and will remain an Olympic outlier under Putin.

Michael Pirrie is a senior advisor on major international events who led the global media communications campaign for the successful London bid to host the 2012 Olympic Games against Paris, New York, Moscow and Madrid

Sportradar and UEFA inks multi-year extension

Sportradar Group AG and European Football governing body UEFA have announced a multi-year extension of their existing exclusive betting data rights agreement, expanded to include the non-exclusive right to distribute data to non-betting media.

Additionally, the agreement provides Sportradar access to certain advanced tracking. This enriched data will enhance Sportradar’s cutting-edge AI products and services, enabling Sportradar to deliver innovative technology solutions to its clients.

The agreement covers all UEFA Club and National team competitions. These include the UEFA Champions League, UEFA Super Cup, UEFA Europa League, UEFA Conference League, UEFA Women’s Champions League, UEFA Women’s EURO 2025, the European Qualifiers to the 2026 FIFA World Cup, the European Qualifiers to UEFA EURO 2028, the UEFA Nations League, the 2025 & 2027 UEFA European Under-21 Championships, and UEFA international friendly matches.

In total, Sportradar can now offer more than 900 high-profile matches each season, marking a nearly 33% increase from the previous cycle as a result of the new formats which will be introduced for UEFA Club Competitions at the start of the 2024-25 season.

UEFA and Sportradar will also extend their long-standing integrity partnership of 15 years.
To support UEFA’s Anti Match-Fixing Unit, the cooperation includes dedicated intelligence and investigation resources, robust and systematic bet monitoring, and education services to support the prevention, detection and investigation of match-fixing.

Guy-Laurent Epstein, UEFA Marketing Director said: “Three years ago we embarked on a journey with Sportradar to tap into the value of match data for betting purposes. Sportradar brings to the table a wealth of experience in this field and we are delighted to be continuing this successful partnership for the next three years. As part of the agreement, we will also be continuing our long-standing cooperation to protect the integrity of UEFA and our member associations’ competitions.”

Carsten Koerl, CEO Sportradar said: ”We are thrilled to expand our partnership with UEFA, offering our clients and soccer fans worldwide unparalleled engagement and value through cutting-edge solutions and comprehensive data coverage. This agreement supports our strategic focus on selectively investing in long-term rights across key global sports, enabling ongoing innovation and enhancement of our offerings.”

Saudi Arabia to host inaugural Olympic Esports Games 2025

The International Olympic Committee (IOC) has announced that it has partnered with the National Olympic Committee (NOC) of Saudi Arabia to host the inaugural Olympic Esports Games 2025 in the Kingdom of Saudi Arabia.

This groundbreaking step follows the IOC’s recent announcement that the IOC Executive Board (EB) has established Olympic Esports Games. The proposal will be made to the IOC Session, which will be held on the eve of the Olympic Games Paris 2024.

The duration of the partnership between the IOC and the Saudi NOC will be 12 years, with Olympic Esports Games held regularly.

“We are very fortunate to be able to work with the Saudi NOC on the Olympic Esports Games, because it has great – if not unique – expertise in the field of esports with all its stakeholders. The Olympic Esports Games will greatly benefit from this experience,” said IOC President Thomas Bach. “By partnering with the Saudi NOC we have also ensured that the Olympic values are respected, in particular, with regard to the game titles on the programme, the promotion of gender equality and engagement with the young audience, which is embracing esports.”

HRH Prince Abdulaziz bin Turki Al Faisal, Minister of Sport and President of the Saudi Arabian Olympic and Paralympic Committee, said: “Saudi Arabia is hugely excited by the prospect of partnering with the IOC and helping to welcome a completely new era for international sport. We believe that to take part in the Olympic Games is one of the greatest honours any athlete can achieve. And we are proud to support the writing of a new chapter in Olympic history that has the potential to inspire new dreams and new ambitions for literally millions of athletes around the world.

“As a ‘first’ ever Esports Olympic Games, obviously there is still much to consider and plan with the IOC, but we are committed to hosting a special event that respects and celebrates the Olympic values while boldly seizing the momentum to drive esports forward with the international platform the sport and its athletes deserve. The world will have an open invitation to join us in 2025 and celebrate this moment together.“

Presidents Cup finds third global partner in 1Password

The Presidents Cup announced that 1Password has been named the third Global Partner of the 2024 Presidents Cup, joining Cognizant and Rolex. The Presidents Cup returns to The Royal Montreal Golf Club, Sept. 24-29.

“As excitement for the upcoming 2024 Presidents Cup continues to build, we are very excited to welcome 1Password as our third Global Partner for the PGA TOUR’s premier team event,” said Brian Oliver, executive vice president of Corporate Partnerships, PGA TOUR. “1Password has an established commitment to innovation and excellence in the cybersecurity industry, and we are thrilled that they have selected the Presidents Cup to partner with as they continue the evolution of their outstanding brand.”

1Password was founded with a simple yet powerful idea: Security is an inherently human problem, so security issues must be solved by focusing on people, not just systems. As a leader in human-centric security for enterprises and individuals, 1Password created Extended Access Management (XAM), a new category of software focused on securing every sign-in to every app from every device – even the unmanaged apps and devices preferred by employees that fall outside of the control of IT and security teams – to maximize productivity in today’s hybrid work environment. 1Password’s security solutions are trusted by over 150,000 businesses and millions of consumers globally.

“As a Canadian-founded company, 1Password is proud to be partnering with the PGA TOUR and the Presidents Cup in Montreal, and to further our shared core value of putting people first,” said Melton Littlepage, chief marketing officer, 1Password. “Our focus since day one has been to make strong security simple for everyone. This sponsorship will increase awareness of our new solutions to the ever-evolving challenges in cybersecurity for every company, human and family around the world.”

As a Global Partner of the Presidents Cup, 1Password will receive several benefits tied to the biennial event including premium hospitality, brand exposure onsite and significant exposure through PGA TOUR media and marketing assets, and exposure on TOUR-related media, including PGATOUR.COM, PresidentsCup.com and other digital properties.

The 15th Presidents Cup returns to The Royal Montreal Golf Club in Montreal, Canada, for the first time since 2007 following its historic 2022 staging in Charlotte, North Carolina, at Quail Hollow Club. The 2024 International Team captained by Canadian icon Mike Weir seeks to regain the Cup against the defending U.S. Team captained by Jim Furyk.

AFC extends NEOM partnership until 2029

NEOM and the Asian Football Confederation (AFC) have agreed to an extended multi-year partnership, which will run from 2024 to 2029. 

Under the terms of the arrangement, NEOM will continue to serve as the Official Global Partner of the AFC national team and club competitions, as well as be the Presenting Partner of the first pan-Asian AFC Women’s Champions LeagueTM. The agreement signifies NEOM and the AFC’s drive to promote inclusivity in sport and the positive steps both organizations are making to support and amplify women’s football across Asia.   

The partnership reinforces NEOM’s presence in a new era for Asian Football, marked by AFC’s revamped club tournaments. The newly introduced AFC Champions League EliteTM Finals will see NEOM as the Official Global Presenting Partner of the eight final matches being played in Riyadh in 2025. NEOM will also be the Presenting Partner of the inaugural AFC Women’s Champions LeagueTM, promoting the top 12 women’s clubs from across Asia. 

Ultimately, the agreement further strengthens the foundations laid over the last four years as Saudi Arabia prepares to host prestigious football competitions such as the AFC Asian Cup Saudi Arabia 2027TM

The partnership between NEOM and the AFC has seen the creation of ‘Champions of Progress,’ an initiative that will use the global platform of football to drive positive change across the region by delivering activations and developing the next generation of talent, from grassroot participants to elite players across AFC competitions. The initiative demonstrates both organizations’ commitment to the development of football, underpinned by NEOM’s ambitions to be an innovative hub for sport. 

Nadhmi Al-Nasr, CEO, NEOM, said: “NEOM’s partnership with the Asian Football Confederation provides us with a valuable platform to collaborate with a global football leader, creating opportunities and positively contributing to the development of sport across Asia. Sport is a key component of Saudi Vision 2030’s ambition to develop a healthy society with strong social bonds and the extension of our partnership with the AFC supports NEOM’s aspirations to become an innovative hub for sport and its goal to have one of the most physically active societies globally. We look forward to building on the success of our relationship with the AFC and continuing our joint efforts to drive the future of football.”

Datuk Seri Windsor John, the AFC General Secretary, said: “Asian football is undoubtedly experiencing the dawn of an exciting new era, and we are delighted to extend our global partnership with NEOM. We thank NEOM for underlining their belief and confidence in the AFC’s world-class competitions, particularly as we look to herald a brand-new chapter of growth and progress for the Asian game in the coming years. This partnership renewal further reinforces the appeal of the AFC’s competitions to engage with the millions of passionate fans of Asian football and we look forward to creating more historic moments with NEOM to achieve mutually beneficial outcomes.”

NEOM’s partnering with a globally renowned sports organization such as the AFC, significantly contributes to the liveability of NEOM’s residents and the future of the project’s dynamic economy. It champions NEOM’s ambitions of becoming one of the world’s most physically active societies, with its residents engaging with AFC events and enabling a grassroots development program targeted at youth across Saudi Arabia. 

NEOM’s partnership with the AFC has already supported NEOM’s initiatives, such as the Shuhub Community Program, which has engaged 10,000 young people around the Kingdom to date. Through this collaboration, NEOM has provided local boys and girls from football community groups with unique opportunities to participate in AFC matches as player mascots, center circle children, and the first-ever trophy handover children at the AFC Champions League 23/24 Final. With an ambition of supporting the development of future sports leaders by leveraging knowledge transfer opportunities within the AFC, the initiative aims to continue upskilling talent from within NEOM throughout the duration of the partnership.