Oaktree Capital takes ownership of Inter Milan

Inter Milan have announced the change of ownership from Suning to Oaktree Capital. The club’s departing Chinese owners failed to repay their debt to the US-based investment company by Monday’s deadline.

Therefore, they relinquished their shares in the Italian club to Oaktree who are now in control.

The American fund had already announced the transfer a couple of days ago. The company’s officials even visited the club’s headquarters and held talks with Inter CEOs Beppe Marotta and Alessandro Antonello.

Oaktree in a statement said: “Today marks a new chapter in the partnership between Inter and Oaktree. As we assume ownership, we want to reiterate our commitment to the Club’s prosperity and success.

Since 2021, we’ve been supportive partners of Inter, valuing its legacy, history and the unwavering spirit of its players and fans. Your passion and loyalty are the heartbeat of the Nerazzurri’s enduring success.

We are proud our financing helped support the Club’s successes over the past three years and look forward to working closely with the current management team to build on the momentum of the historic second star. For this reason, we are focused on ensuring operational and financial stability to help deliver consistent success to the Club on and off the pitch.”

ICC extends partnership with FanCraze to launch a Web3 fantasy game

The International Cricket Council (ICC) and FanCraze have announced a multi-year partnership extension marking a significant milestone in the evolution of digital fan engagement with the launch of exciting new products during the ICC Men’s T20 World Cup 2024.

The announcement also detailed the upcoming launch of ICC Crictos SuperTeam, a Web3 fantasy game featuring officially licensed ICC digital video collectibles. With SuperTeam, fans will be able to build fantasy teams using their ICC Crictos and compete in contests to win amazing rewards on a daily basis, week after week proving their cricket nous to the world.

The exciting partnership will build on the success of ICC Crictos over the past two years which has provided opportunities for new and existing fans to engage with men’s and women’s cricket. ICC Crictos transformed the way fans experience the sport, providing them with exclusive digital video collectibles that celebrate the greatest moments in cricket history, from iconic match-winning sixes to unforgettable performances by the world’s best players.

Through unique activations such as gifting special ICC Crictos to fans that attended the ICC Men’s T20 World Cup 2022 and exclusive behind-the-scenes experiences, ICC Crictos have brought supporters closer to the action than ever before. Events like the ICC Quiz Night and ICC Stadium Tours have further enriched the fan experience, offering enthusiasts the chance to meet their heroes and participate in engaging activities that celebrate the spirit of cricket.

ICC Head of Digital, Finn Bradshaw, said: “We are delighted to unveil ICC Crictos SuperTeam and offer cricket fans around the world a new and innovative gameplay experience for the ICC Men’s T20 World Cup 2024. We are excited to enter a new era of digital engagement, using innovative technology to deepen fan interaction and grow the sport on a global scale. Signing up will give fans the chance to be closer to the game than ever before and be a part of the biggest cricket carnival spectacle ever, from anywhere in the world.”

FanCraze Co-Founder and CEO, Anshum Bhambri, said: “The ICC Men’s T20 World Cup is a truly global competition and has been the home to so many iconic moments and players over the last 15+ years. As cricket fans ourselves, the launch of SuperTeam is something we’ve dreamt of since we founded the business.

“It’s a major milestone for us as we pursue our goal to build a compelling global community for cricket fans, and we can’t wait to see fans put together fantasy teams using their ICC Crictos during the ICC Men’s T20 World Cup 2024. SuperTeam will revolutionize digital sports fandom and will build upon FanCraze’s userbase across 100+ countries.”

Northwoods League partners with Endeavor Streaming to deliver enhanced streaming service

The Northwoods League has partnered with Endeavor Streaming to deliver an enhanced streaming service, Northwoods League+, and reach new baseball and softball fans across the world for the 2024 season and beyond.

Northwoods League+ will stream all 825+ baseball and softball games live and for free to fans across the world, including the inaugural season of Northwoods League Softball. Live coverage begins on Monday, May 27 and will continue throughout the Summer until the final regular season games on August 10, as 26 baseball teams and four softball teams compete in one of the sport’s most intense amateur collegiate competitions.

The service is available across web, iOS and Android, as well as AppleTV, Amazon Fire, Android TV and Roku. It features an enhanced user experience and will be ad supported, enabled by Endeavor Streaming’s ad technology.

Northwoods League+ is powered by Endeavor Streaming’s Vesper platform, a complete end-to-end streaming solution that enables leagues and rightsholders to build upon and deliver memorable direct-to-consumer streaming experiences for their fans.

Dick Radatz, Jr., Chairman/Co-Founder of the Northwoods League, added: “As we celebrate the launch of the inaugural season of Northwoods League Softball this season, the new Northwoods League+ streaming service demonstrates our investment in providing the best possible viewing experience for our fans. We look forward to bringing the excitement of Northwoods League baseball and softball to a broader audience than ever before.” 

Peter Bellamy, Chief Commercial Officer at Endeavor Streaming said “As the popularity of college sports continues to soar, more fans than ever before are tuning in to watch the stars of the future.  We’re proud to help the Northwoods League not only deliver a seamless viewing experience and reach new audiences through greater access to live coverage, but also generate additional revenue opportunities through its owned platforms.”

Tixr becomes ticketing partner of Nitrocross Electric Car Racing Series

Thrill One, the global leader in thrill-based entertainment, has chosen Tixr, the largest, fastest-growing privately-held primary ticketing and live event commerce marketplace, as the exclusive ticketing partner for the fastest growing motorsports property on social media. Four Nitrocross events scheduled for fall and early next year are on sale now at Tixr. 

“Nitrocross is one of the most innovative and exciting racing experiences in motorsports,” said Nate Liberman, Tixr’s Vice President of Sports Partnerships. “We’re looking forward to working with our partners at Thrill One to engage Nitrocross fans and deliver a cutting-edge, best-in-class ticketing experience to meet the demands of today’s sports fans.”

Nitrocross is one of the world’s most dynamic and electrifying racing leagues. Its races are battles waged on ground-breaking, sky-touching tracks designed to unleash the full power of world-class, high-performance electric vehicles at stadiums and raceways nationwide. 

“We are thrilled to partner with TIXR to elevate the fan experience at Nitrocross,” said Josh Tucker, CMO of Thrill One, parent company of Nitrocross. This collaboration reflects our commitment to prioritizing our fans, ensuring they have the best possible access and flexibility in securing tickets. By working with like-minded organizations dedicated to innovation, we are confident that TIXR will help us deliver an unparalleled event experience that keeps our fans at the heart of everything we do.”

Four Nitrocross events are currently scheduled – Nitrocross: Richmond at Richmond Raceway, September 7-8, Nitrocross: Salt Lake City at Utah Motorsports Cam, October 5-6, Nitrocross: Phoenix at Firebird Motorsports, November 15-16, Nitrocross: Miami at Miami Marine Stadium, January 11-12, 2025 and NItrocross: Las Vegas (Location TBD).

Tixr has experienced rapid growth as demand for its tech-forward product has reached an all-time high. Ranked #12 on Inc. 5000 Regionals: 2024 Pacific list, Tixr exclusively powers more than 500 of the most respected live entertainment brands in 40 countries including Acura Grand Prix of Long Beach, Rip City Remix, E1 Series, International Tennis Hall of Fame, NOLA Gold, Carvana PPA Tour, and the Military Bowl. With notable backers like Dragoneer Investment Group, Verance Capital, Helium-3 Ventures, and Sony Innovation Growth Fund, the 11-year-old, founder-led company is well-capitalized and profitable. Since its inception, Tixr has processed $2 billion in transactions through its highly visual, modern, unified commerce platform built for sales beyond admission tickets.

Magnifi joins forces with Starzplay in Middle East

Magnifi has joined forces with STARZPLAY to revolutionize live sports delivery in the Middle East!

Magnifi known for its cutting-edge clipping and automation technology, is teaming up with STARZPLAY, the region’s leading all-in-one media streaming platform, to enhance the viewing experience like never before.

This innovative partnership promises to deliver more engaging content, personalization covering languages and geographies, and a superlative live viewing experience.

ESPN and the English FA agree to four-year extension of the Emirates FA Cup media rights in the U.S.

ESPN has reached an agreement with the English Football Association (FA) for the media rights to the oldest and longest-running national cup competition in soccer, the Emirates FA Cup, in the United States for the next four seasons, 2024-’25 through 2027-’28. 

The agreement extends ESPN+’s position as the exclusive home of 79 Emirates FA Cup matches each season, beginning with the First Round and running through to the Final at London’s Wembley Stadium.

The agreement includes the FA Community Shield, the annual season-opening match between the latest Emirates FA Cup winners and Premier League titleholders which will also stream exclusively on ESPN+.

ESPN+ has been the exclusive home of the Emirates FA Cup in the United States since the 2018-’19 season. The renewal agreement was brokered by the competition’s media rights partner in the United States, IMG.

Highlights:

  • All 79 matches produced by the English FA each season will stream live exclusively on ESPN+ in English and select matches in Spanish
  • The FA Community Shield match at the start of each season
  • Additional content will feature across ESPN+ and other ESPN platforms, including Emirates FA Cup preview shows, branded highlights shows, and live coverage of Emirates FA Cup draws
  • Extensive Emirates FA Cup highlights across ESPN studio news and information programming.

“We are thrilled to continue our relationship with the FA and to offer fans in the United States the best European cup competitions and domestic leagues in the sport,” said Tim Bunnell, Senior Vice President, Programming and Acquisition, ESPN. “The Emirates FA Cup is an iconic, historic, and resonant competition, and offering it as part of the robust content offering on ESPN+ continues to make the platform a must-have for soccer fans.”

James Gray, The FA’s Commercial Director, added: “It’s an exciting time for soccer in the US, with the game’s growth evident for all to see, and the FIFA World Cup in North America on the horizon. ESPN have been our valued partner for many years, so we’re really happy that they will continue to share the unique stories of the Emirates FA Cup with their audiences until 2028.”

Hillary Mandel, Executive Vice President and Head of Commercial, Americas for IMG’s media business, added: “The Emirates FA Cup remains a key event on ESPN+ and this deal demonstrates the ongoing appeal for one of soccer’s most prestigious cup competitions, which continues to grow. We’re pleased to extend the successful partnership with ESPN so fans in the US can continue to watch their favorite teams and players.”

The Emirates FA Cup on ESPN+ continues an impressive collection of soccer content available on the No. 1 sports streaming platforms in the United States. The iconic knock-out competition in England joins the DFB Pokal (Germany) and Copa del Rey (Spain) to complete a triad of domestic cup competitions among the sport’s top four leagues available on ESPN+. In addition, ESPN+ is the U.S. home to matches from LALIGA, Bundesliga, the Dutch Eredivisie, Supercopa de España, and more.

“Digitalization of sport and artificial intelligence will give us the opportunity for new innovations at the 2027 European Games”

The European Olympic Committees (EOC) recently signed a Memorandum of Understanding with the Istanbul Metropolitan Municipality and the Turkish Olympic Committee to host the fourth edition of Europe’s premier multi-sport event – 2027 European Games. iSportConnect’s Taruka Srivastav spoke with the EOC President Spyros Capralos who highlighted the benefits of hosting the games, including increased commercial opportunities and tourism growth.

Tell us more about the European Games 2027.

This is going to be the fourth edition of the European games and we have been progressing steadily. We had a big success in Poland across all sectors including financial which was mentioned by the Deloitte Report. The games were quite cost effective and I think now the Eastern Europe will gives us an additional new opportunity for innovation. The games are happening one year before the Olympic Games in Los Angeles so they will serve as a qualification for many Olympic sports. We’re trying to bring the best athletes of Europe and I think that we are succeeding more and more in that respect. And having qualification for Olympic Games is something that’s really important as due to this incentive, the athletes will participate in the European Games in large numbers.

Furthermore, with our Turkish friends we’ll be discussing and negotiating and cooperating to see what are the sports that interest the local communities and also in general, for the promotion of sport.

You have led the Greek Olympics in 2004. What are the kinds of opportunities expected to be created for the local business from commercial point of view in Istanbul?

We have seen since the games in Athens in 2004, Greece had an increase in many areas of its activities like tourism, like commercial opportunities, new investments from abroad, and lots of new visitors coming. The infrastructure that was built for the games helped in this respect. We are sure that the same will happen for Istanbul. Istanbul is a cosmopolitan city uniting two different continents. It’s a city with a proven track record in organizing sports events. It’s a major attraction for tourists to visit that city and I think that the European Games will bring more international flavor to the city. The whole world will realize how modern Istanbul can be, even though it has a huge culture and history from the past. We also should not forget that Istanbul has been trying to host the Olympic Games and organizing a big multi-sport event like the European Games will help the city in that direction.

What sort of innovations are you looking to explore from AI perspective?

The digitalization of sport and artificial intelligence will give us the opportunity for new innovations to try at the European Games. AI is something that is new in our world, and there have been many developments in sports, and also developments in other in other areas. Next month we have our general assembly, and we have a special section regarding AI in sports happening in those two days in Bucharest, where we’re going to start discussing about the innovations that AI can bring to sport. I think that going forward, in the next three years there are going to be lots of developments in AI and we’ll be on top of that.

The gradual sportification of Netflix – what the purchase of NFL rights mean for its strategy 

Ian Whittaker, Twice City AM Analyst of the Year explores the gradual sportification of Netflix.

Last month, I pointed out how Netflix seemed to be in the process of changing its strategy to sports. The comments from Ted Sranados that Netflix is not “anti-sports” and the key is whether these events can make money suggested a change in strategy from what had been long-term held positions. If there is a clear indication that Netflix is serious when it comes to the change of direction, then the purchase of Christmas Day NFL games is probably the best indicator yet of where Netflix is heading. The three-year deal announced recently will see Netflix stream two Christmas Day NFL games, although the games will be simulcast on broadcast TV in the teams’ home cities. 

It might be argued that Netflix has already made an entry into sports with its multi-year purchase of WWE rights as well as “sports adjacent” shows such as “The Roast of Tom Brady”. Yet it is worth noting that, when Netflix bought the WWE rights, it was at pains to point out that the WWE was not really “sports” but was more akin to live, scripted entertainment and “sports adjacent” is, well, not really sports. Yes, you can make a show about the NFL’s star player (at least in the past) and behind the scenes at Formula One but sports adjacent is not really sports. 

There have been some who have argued that the move does not represent a major move into the live sports arena. On the surface, that argument has validity. After all, Netflix is only purchasing two Christmas Day games and is not making an extensive move into multiple games like Amazon and YouTube have done. There is also a cynical argument for suggesting that Netflix’s move will also help it when it comes to its financial results and stock price. Netflix is highly sensitive to its quarterly results and, having the games on Christmas Day, may mean it gains a temporary boost which – crucially – takes it past the December 31st date for reporting its net subscriber numbers (Netflix is stopping reporting net additions but not yet) as subscribers sign up for the games and then continue with the service over the Christmas holidays. That is perhaps too cynical but, then again, maybe not. 

However, when looking at whether Netflix is serious about moving more into live sports, it is worth thinking about this not from where we stand now but, more importantly. where Netflix would like to be. Netflix has two clear priorities – to keep subscriber momentum and to build advertising revenues. If one looks at it this way, Netflix is more likely than not to expand (much) further into US live sports. 

The first is that, in the US market, sports fans probably remain the single biggest category of extra subscribers for Netflix to tap into and particularly NFL games. US SVOD penetration is around 85% and, while Netflix has gained subscribers in 2023 and early 2024 by cracking down on password sharing, that boost is likely to run out (which is why it has been suggested Netflix is largely dropping subscriber disclosure). It is live sports which is holding up the likes of Disney-owned ESPN and other platforms such as Warner Bros Discovery. Hence the move by ESPN, WBD and Fox to create a joint sports streaming service (the recently renamed Venu) to fight off the streaming competition. Netflix needs to tap into these subscribers to help maintain growth.  

The second is that Netflix wants to expand particularly its US advertising business and live sports – and NFL games in particular – are crucial for this. In 2023, live NFL games made up 93 of the top 100 most watched live US programmes and that figure has only increased year on year. With players such as Amazon and YouTube already making their move in the area, Netflix needs to expand its live sports offering if it is to capture a large share of the money that is expected to flow from US television advertising into streaming – its dramas and entertainment shows are just not enough. 

What does this suggest for Netflix’s long-term strategy? Essentially, what I wrote last month – that Netflix is realised it cannot put off the live sports question for much longer and that it needs to come up with a strategy. We are likely to see this play out more over the few years. 

As usual, this is not investment advice. 

Aston Villa replaces Castore with Adidas in a multi-year deal

Aston Villa and adidas have announced the agreement of a multi-year partnership that will see the sportswear giant becoming the club’s official kit partner from the 2024/25 season onwards.

From June 2024, the Villans will wear adidas for the first time in their history with the iconic sportswear brand supplying match kit and training wear to all men’s, women’s and junior teams.

The announcement follows an exciting season for Villa with the Men’s team securing a place in the UEFA Champions League for the first time and reaching the semi-final of the UEFA Europa Conference League as well as the Women’s team firmly establishing themselves as a mainstay at the highest level of domestic competition since their promotion in 2019-20.

As one of the most iconic football clubs in England, Aston Villa prides itself on excellence and the relentless pursuit of greatness both on and off the pitch. The club’s rich heritage, combined with its passionate fanbase and unwavering commitment to success point firmly to a bright future for this new partnership with adidas.


Chris Heck, President of Business Operations at Aston Villa Football Club, said: “We believe we should be judged by the company we keep and so we are delighted to announce our partnership with adidas, one of the biggest and best sports brands in the world. This partnership represents an exciting new chapter for Aston Villa Football Club as we look to position ourselves consistently amongst the top football clubs globally.

“The announcement of the partnership with adidas, the biggest technical partnership in the Club’s history, follows the announcement of our new front-of-shirt partner, Betano, a couple of weeks ago and marks another milestone on the journey to grow our business on the global stage. We cannot wait to show the fans the new home shirt for the upcoming season, a season which will see UEFA Champions League football at Villa Park for the first time in the Club’s history. Up the Villa!”

Nick Craggs, Global Football General Manager, adidas, said: “We are delighted to announce and share with fans adidas’ new partnership with Aston Villa Football Club. To partner with the club for the first time in our histories is a signpost for an ambitious future together; from the foundation of making the best product for both athlete and fan, to sharing stories and moments that will connect us with Aston Villa fans the World over.”

PIF and WTA announce multi-year partnership

The Public Investment Fund (PIF) and the WTA unveiled a multi-year partnership that will support their shared ambition to grow women’s professional tennis and inspire more women and girls around the world to take up the game. The partnership will also enhance and develop initiatives that support players at all levels.

As a Global Partner of the WTA, PIF will become the first-ever naming partner of the WTA Rankings, the highest official rankings for women’s professional tennis players. The PIF WTA Rankings will track players’ journeys, and PIF will work with the WTA to celebrate and support players’ progress and their inspirational, unique stories.

In addition, as part of its commitment to inspire youth, PIF will work with the WTA to expand existing initiatives and develop new opportunities for young players, providing a significant boost to the game’s next generation of stars.

In February 2024, PIF announced its partnership with the ATP and became the official naming partner of the PIF ATP Rankings. PIF has now become the only global partner across both the WTA and ATP Tours. PIF has also partnered with combined WTA 1000 and ATP Masters 1000 tournaments in Indian Wells, Miami and Madrid, in addition to the Beijing WTA 1000 and ATP 500 events.

The new partnership between the WTA and PIF follows the recent announcement that the season-ending WTA Finals will be hosted in Riyadh for the next three years, starting in 2024, and featuring the top eight singles players and doubles teams in the Race to the WTA Finals.

The WTA partnership adds to PIF’s growing sponsorship portfolio, which focuses on investing in people, initiatives and partnerships, and embraces the brand’s four strategic pillars: inclusivity, sustainability, youth and technology. This partnership aligns with numerous other PIF initiatives that focus on women in sport.

Marina Storti, CEO of WTA Ventures, said: “We are delighted to welcome PIF as a Global Partner of the WTA and our first-ever official naming partner of the WTA Rankings. Together, we look forward to sharing the journey of our talented players across the season, as we continue to grow the sport, creating more fans of tennis and inspiring more young people to take up the game.”

Mohamed AlSayyad, Head of Corporate Brand at PIF, said: “Through our partnership with WTA, PIF will continue to be a catalyst for the growth of women’s sport. We look forward to working with the WTA to increase participation and inspire the next generation of talent. Underpinned by PIF’s four strategic sponsorship pillars, this partnership aligns with our ambition to elevate the game and bring positive growth to the sport around the world.”