Ferrari onboards UniCredit as sponsor

Ferrari N.V. has announced that, effective January 1, 2025, UniCredit S.p.A. will partner with Ferrari S.p.A., its wholly-owned subsidiary, to be at its side in its Formula 1 racing activities under a multi-year agreement.

UniCredit has replaced Santander and has previously sponsored tennis tournaments and the UEFA Champions League and will now enter the world of F1.

iSportConnect welcomes Ably as latest client

iSportConnect is delighted to announce Ably as the latest client of its Advisory division.

Ably is the definitive realtime experience platform, reaching over 1.5BN devices every month. Through their infrastructure, platform and products, Ably enables thousands of companies to deliver live streams, chat, collaboration, and notifications using simple APIs. 

Ably’s reliability, security, and scalability makes them the platform of choice for some of the world’s biggest brands, including Stadion, Genius Sports, NASCAR, Sportsbet, Tennis Australia, FansUnite and 17Live.

Joe Rowland, Head of Partnerships, iSportConnect: “We are delighted to welcome Ably to the iSportConnect network. It’s clear through the work they’ve done with customers over the last few years that they have a compelling proposition for sports organisations seeking to engage fans, and we are excited to support them as they continue to grow.”

Matthew O’Riordan, CEO and Co-Founder: “We’re thrilled to be partnering with iSportConnect. We have been working with clients in the fan engagement industry for a number of years, and we are confident that the insights and network that iSportConnect offers will unlock new opportunities in this space.”

iSportConnect Advisory is a full-365 service offering strategic guidance, market positioning and relationship building in sport. iSportConnect is helping many organisations, such as InCrowd, ATPI, Magnifi, Tixr, EXL, mycrocast and many more, drive new business in sport.

ATX Open signs Tixr as ticketing partner

The ATX Open has partnered with Tixr for ticketing services for the WTA 250 tournament that takes place in Austin Feb. 22 to March 2, 2025, at Westwood Country Club.

The third edition of the ATX Open will include a new general admission ticket product, including, for the first time, junior GA tickets starting at $5. The tournament will use Tixr’s ticketing and eCommerce technology to offer interactive reserved seating and a highly visual, mobile-friendly purchase experience. The ATX Open is operated by DropShot LLC, which has run ITF-level tournaments in the region since 2019.

The new deal is the latest for Tixr, which continues to gain sports ticketing ground outside of the biggest North American sports leagues. The 11-year-old company has inked deals with World Wide Technology Raceway, Thrill One’s Nitrocross, and a handful of pro golf events in 2024.

Superhuman athletes have arrived in the French capital for the Paris 2024 Paralympic Games, a revolutionary sporting event about life, death, survival & ‘Murder Ball.’

As the Paralympics get under way in Paris, Michael Pirrie explains why the world’s third biggest sporting event is also a global movement that transcends sport

For those who thought they had witnessed – or missed – the most exciting, thrilling and joyful experiences that sport could offer at the recent Olympic Games, the message on billboards around Paris was to keep watching as “the Game is not over.”

It’s a brave, audacious thing to follow in the footsteps of Olympic athletes and the world’s biggest and most watched sporting event, especially one so recent and so successful as the Paris Olympic Games.

But that’s just what’s happening in the French capital. The Paralympic Games is underway. Just two weeks after the Olympics.

Paralympians are brave and audacious.

They came in their thousands, from more than 160 nations, for the opening ceremony on the Champs-Elysees, one of the world’s most beautiful avenues, which connects, appropriately, to the Arc de Triomphe, as Paris celebrated the triumphant arrival of a new intake of sporting champions in style

This time, on a perfect photoshopped Paris evening, the teams floated down the iconic avenue on adrenaline, hope and national expectations, avoiding the rain that drenched the boats and athletes that floated down the Siene in the Olympic opener.

The Paralympic Games, which now follows the Olympic Games in each new host city, did not exist the last time the Olympic Games were held in Paris 100 years ago.

The Paralympic event, which has evolved into a global sporting and social movement, found a kindred culture and spirit of support for the Games in Paris as thousands turned out for the opening in the streets of the French capital, synonymous with the fight for human and civil rights and liberties.

“Welcome to the country of love and revolution,” said Tony Estanguet, president of the Paris 2024 organising committee.

“This is the start of the most beautiful of revolutions, the Paralympic revolution,” he said to crowds of spectators cheering on the visiting teams as French President Macron formally opened the Games.

The Paralympic athletes are now making their way into some of the most beautiful venues in the world, recently vacated by Olympians, into Stade de France for Para athletics and other iconic settings including the Eiffel Tower stadium, converted into a field for blind football from the Olympic beach volleyball court.

A GAMES REVOLUTION IN SPORT & SOCIETY

But this is not a follow up or add on to the Olympic Games.

In a fractured world that is politically, socially, and economically divided and attention exhausted, the Paralympians are stepping out of the shadows of their Olympic counterparts with jaw dropping, uplifting, and soul stirring displays of sport.

The Paralympic Games is about much more than sport, reflecting the beauty, suffering and survival that sport can embody.

The Paralympians are making their own statements in Paris about the world we live in and what is possible in life and in sport.

While some Paralympians might die younger and earlier in their careers, the athletes have blazed comet-like trails across the sporting universe.

Paralympic athletes have defied society’s conventions and expectations around disability with performances that often transcend Olympic outcomes, surpassing customary thinking about what is possible in the aftermath of some of the most crippling injuries and conditions that can befall the human body.

Advances in medicine, artificial body parts and adaptable sporting infrastructure and equipment, combined with resilience and creativity of traumatic injury and disability survivors have produced a new global sporting and social inclusivity movement spanning the full spectrum of human experience and emotion.

Paralympic performances, like the athletes themselves, may exceed what many elite, able bodied athletes might struggle to achieve if confronted with similar adversity.

There are no sports seemingly out of bounds nor beyond the reach or imagination of Paralympic athletes, despite often catastrophic injury or circumstances.

These include canoeing, archery, athletics, and road cycling, to equestrian, rowing, powerlifting, swimming, and many others including wheelchair rugby, involving such fierce rivalry, collisions and crashes it was initially known as murderball.

The 100 metres sprint will be the fastest tango in Paris, with blade runners likely to fly down the fast Stade de France track in record time, below the current amazing 10.53 seconds benchmark for a single or double leg amputee athlete.

HAVEN SENT

The Paralympians are extraordinary athletes who have overcome almost seemingly insurmountable odds – from the cruel genetic lottery in life to the randomness of time, places and people involved in life altering accidents and incidents.

Let me tell you one of the most remarkable, one of the most heart breaking, and one of the most inspiring stories and athletes you may ever come to know about: her name is Haven Shepherd and she’s a swimmer on the American Paralympic team in Paris

Haven was born in Vietnam and adopted as a double amputee by an American family when she was 20-months old after losing her lower legs when a bomb was detonated by her birth parents trying to commit a family murder/suicide.

Haven’s biological parents died in the explosion but she survived with horrific leg injuries. Her grand-parents were so poor they asked families of other patients at the hospital to help pay the medical bills.

Haven, who developed an affinity with water and swimming after her new parents put her in a pool as a young child, will compete in swimming at her second Paralympic Games.

The young woman, who is not meant to be alive, is also a successful motivational speaker, model, brand ambassador and a dedicated advocate for people with disabilities.

“Definitely going through an amputation or just growing up without limbs in general, it makes you grow up really fast,” Haven said in a recent interview.

“You need to choose what you want the world to be to you. Is it going to be somewhere where its not safe and you never leave your house and you don’t want people to look at you? Or do you want the world to know that hey, we exist.”

“I’ve got to live this amazing life,” said the athlete who was supposed to be dead.

“I’m here at the Paralympics. I got to have an amazing childhood. The very first time I ever smiled when I first got adopted was when my parents put me in the swimming pool. I love how it comes the full circle”

Like Olympic athletes, the Paralympic athletes are among the best in the world at what they do.

Haven’s journey from adoption to international athlete revived memories of the swimmer who won Canada’s first gold medal at the Tokyo Olympics, defeating a swimmer from China, the birth country that had abandoned her as a baby under its former controversial one child policy and later adopted by a Canadian couple.

The stories and the achievements of athletes in Paris like Haven are truly extraordinary.

They include a freestyle swimmer and former cyclist who almost died eight times while in intensive care after a near fatal accident while triathlon training; a table tennis player who lost his right arm after being mauled as a child by a bear at a zoo in China when he tried to pat the animal though a gap in the enclosure; and an athlete, who, due to a hormone abnormality, will compete in Iran’s sitting volleyball team as the world’s second tallest living man at 246 centimetres.

Like the Olympics, the Paralympic Games reflects much about the human condition as well as the condition of the planet, with a growing number of athletes competing after sustaining horrific injuries in a growing number of combat zones.

The involvement of war damaged competitors reflects the historical origins of Paralympic sport in England as therapy for injured soldiers returning from the second world war.

SPORT’S UNCONQUERED SPIRIT

The Paralympic Games also highlights the important role sport can play in the recovery of war disabled veterans while bringing the international community together in a spirit of peace.

These are the twin themes of Prince Harry’s widely acclaimed Invictus Games, which involves participants who will also feature at the Paralympic Games.

The Invictus and Paralympic Games have helped to redefine the role and relevance of sport in positive and life affirming ways in this prolonged era of conflict, terrorism, and institutional failure.

Despite suffering horrific war-related injuries and setbacks such as lost limbs, brain damage, depression and post traumatic stress, Invictus and Paralympic participants have found in sport the motivation to persevere, overcome, recover, to conquer and to carry on.

“I don’t think anything could be more inspiring than seeing a guy who lay bleeding to death in a ditch in Afghanistan now running 100 metres in Paralympic time,” said Royal Marine Andy Grant, an original Team GB Invictus Games participant.

SPORT’S NEW AGE OF ENLIGHTENMENT

CONCLUSION

The Paralympic Games, like the athletes, have defied and reshaped commercial and social expectations surrounding sport because they embody the essence of sport and the human spirit at the heart of sport, which connects audiences and communities around the world to all great sporting events and endeavours.

The Paralympians epitomise the power of the human spirit to strive to overcome and to survive even the deepest adversity and afflictions like actors Michael J Fox and Christoper Reeve, singer Andrea Bocelli, boxer Muhammad Ali, and many others.

While addressing the Opening Ceremony of the London 2012 Paralympic Games, the acclaimed late British physicist, Stephen Hawking, said competition was “all about transforming our perception of the world.”

In calling for a new age of enlightenment, Hawking implored audiences to “look up at the stars and not down at your feet.”

“We are all different, there is no such thing as a standard or run of the mill human being, but we share the same human spirit,” said Hawking, a brilliant scientist who struggled with a crippling brain disease.

That spirit will be luminated brightly in Paris by the Paralympians as a beacon of hope to a world in crisis during the Games.

Michael Pirrie is an international communications strategy advisor who has worked in senior roles on several major international events, including the London 2012 Olympic and Paralmypic Games and Invictus Games.

Ascot Racecourse signs InCrowd for digital transformation project

Ascot Racecourse have selected InCrowd to run a new, long-term digital transformation project.

Ascot Racecourse are working with InCrowd to develop a new premium web destination for racing fans that will ultimately strengthen the world renowned Ascot brand, grow their global database and present new commercial opportunities for both Ascot and brand partners.

Central to the project are a new Content Management System, Single Sign On (SSO) solution and Fan Data Platform (FDP) powered by sports marketing technology provider Cortex. Seamlessly integrated with the new website, these tools will enable the Ascot team to capture and collate new zero, first and third party fan data paired with digital usage tracking, giving them the power to create seamless and highly personalised digital content experiences for every fan, proven to maximise engagement and increase conversion rates.

As part of the website build, Ascot and InCrowd will be streamlining key commercial journeys across ticketing, premium hospitality and membership, alongside the introduction of customisable and fully brandable digital inventory and fan activations.

Unlocking exciting new commercial opportunities for Ascot and their partners, these new personalisation tools allow brands to become an organic part of the story, creating deeper connections and developing stronger brand advocacy with racing fans.

In addition, this scalable and centralised digital ecosystem will help Ascot increase operational efficiency across the business, from content management to customer support, with enhanced Insights Dashboards supporting key decision making across multiple departments with dynamic and customisable reporting, tailored to key stakeholders and objectives.

“We are really excited to embark on this digital transformation project with InCrowd.” Says Head of Sales, Rob Paddon. “Our strategies for collecting new fan data will enable us to better understand our audience and improve customer journeys with personalisation tactics driven by insights that we didn’t have access to before.”

“Elevating our new website with InCrowd’s recommended content and digital inventory tools will revolutionise how we communicate and connect with racing fans around the world, as well as drive significant value for both Ascot and our brand partners”.

ESPN and USTA extend broadcast partnership until 2037

ESPN and the United States Tennis Association (USTA) have extended their relationship with a new, 12-year agreement that will keep the iconic event with ESPN through 2037.

The deal, which starts in 2026 and is ESPN’s longest-term tennis agreement, also continues to make ESPN the home of the entire US Open in Latin America and the Caribbean and in Canada on TSN and RDS. ESPN Deportes likewise continues as the exclusive Spanish-language home of the US Open in the United States.

The deal was brokered by IMG, the USTA’s media rights representative.

In the new agreement, USTA will take over host broadcaster duties from ESPN beginning in 2026 as ESPN focuses its production resources on the more than 260 hours of annual coverage planned for the U.S., as well as hundreds of hours for international territories.

“We take tremendous pride in our 15-year relationship with the USTA,” said ESPN Chairman Jimmy Pitaro. “This agreement reinforces our long-term dedication to tennis, our capacity to showcase one of the premier events on the annual sports calendar and, as the world’s first sporting event to offer equal purses for its female and male competitors, The Walt Disney Company’s industry-leading commitment to women’s sports.”

“After many remarkable years of partnership, we are thrilled to extend our partnership with ESPN and the Walt Disney Company, a collaboration that has driven extraordinary growth for the US Open,” said Lew Sherr, USTA CEO and Executive Director. “This year’s US Open is well on its way to being the most spectacular Championship in our history and together with ESPN, we are energized by an even brighter future. Our shared commitment to expanding the reach of tennis has contributed to significant increase in participation. Together, we will continue to leverage the US Open as a powerful platform to promote our mission to inspire healthier people and communities.”

“This ESPN deal is groundbreaking, not only for the USTA and US Open, but for tennis globally,” said Hillary Mandel, EVP and Head of Americas, Media at IMG. “The new agreement will super-charge this iconic, captivating Grand Slam’s exposure, production, promotion, content, and economic investment, ensuring record year-on-year growth for the next decade and beyond.”

Disney-Reliance merger approved by the regulatory authority

The Competition Commission of India (CCI) has approved the $8.5bn merger involving Reliance Industries Ltd. (RIL) and its units Viacom18 Media Private Limited (Viacom18), Digital18 Media Limited with The Walt Disney Co.’s (TWDC) Star India Private Ltd. (SIPL) and Star Television Productions Ltd.(STPL), “subject to the compliance of voluntary modifications,” the antitrust watchdog said in a press release.

“As a result of the transaction, SIPL, currently a wholly owned entity of TWDC through its subsidiaries, shall become a joint venture (JV) which will be jointly held by RIL, Viacom18 and existing TWDC subsidiaries,” the CCI said.

It is assumed that the combined joint venture would control about 40% of the streaming and TV advertising market. The merger would also lead to consolidation of cricket broadcasting. As of now, the Indian Premier League rights are split between Star and Viacom18 for TV and streaming, and the former has the rights to certain tournaments aside from the IPL.

In addition to JioCinema and Disney+ Hotstar, Viacom18 and Disney together account for some 120 TV channels.

FIBA extends partnership with Enlio for ten years

FIBA has announced a multi-year extension with Enlio, a leading Chinese sports flooring supplier, who will continue to provide world-class court surfaces for the FIBA 3×3 World Tour and the FIBA 3×3 World Cup until 2034.

The announcement follows an unprecedented turnout for 3×3 basketball at Paris 2024, where Enlio supplied the court for the sold-out venue in Place de la Concorde.

The ten-year partnership extension underlines the successful collaboration between FIBA and Enlio. Enlio will continue to deliver state-of-the-art flooring that helps players deliver gold medal performances while providing excellent support and protection for their bodies.

“Extending our partnership with Enlio for a further ten years is a sign of the strength of our successful relationship,” said FIBA Secretary General Andreas Zagklis. “FIBA and Enlio share many values, but most importantly, we share an player-first approach. We are therefore excited to continue working with Enlio to create an optimal competition environment as we strive to take our sport to even greater heights.

“We are very excited to extend our partnership with FIBA until 2034,” said CEO Enlio Sports Li Yu. “We are proud that our surface was chosen for 3×3 basketball at the Paris 2024 Olympic Games, supporting FIBA in setting new standards for the most thrilling urban sport. We look forward to introducing innovations and providing players with the ultimate experience as they begin their journey with the 3×3 World Cup in 2025.”

Inter Milan signs Gate.io as official sleeve partner

Gate.io, one of the world’s leading cryptocurrency exchanges, has announced a partnership with reigning champions of Serie A, FC Internazionale Milano – one of the most prestigious football clubs in the world, with more than 500 million followers worldwide.

For the 2024/25 season, Gate.io will become the Official Sleeve Partner for Inter, which will see its logo on the sleeves of the playing kits for both Men’s and Women’s teams, in addition to the Club’s U20 teams.

The club’s trophy haul includes 20 Italian league titles, 9 Coppa Italias, 9 Italian Super Cups, 3 UEFA Cups, 2 European Cups, 1 UEFA Champions League, 2 Intercontinental Cups and 1 FIFA Club World Cup.

The new partnership will focus on enhancing the fan experience and providing innovative services and engagements to the Club’s global fan base.

Throughout this exciting collaboration, fans can look forward to a range of exclusive content, joint-marketing activations, co-branded merchandise, alongside unique opportunities for fans to connect both on and off the field.

This partnership symbolises the fusion of traditional sports excellence with cutting-edge digital technology. Together, Gate.io and Inter are set to redefine the fan experience, offering unparalleled engagement to a global audience.

Gate.io is one of the world’s earliest cryptocurrency exchanges and a leader among compliant and secure digital asset platforms, offering diverse trading services with 100% user-verifiable Proof of Reserves. Further, the platform has consistently ranked as one of the top 10 cryptocurrency exchanges based on liquidity and trading volume on CoinGecko.

Besides its primary exchange services, Gate.io has diversified its ecosystem to offer decentralised finance, research and analytics, venture capital investing, wallet services, startup incubation, and more. The platform currently serves more than 17 million active users worldwide.

Alessandro Antonello, CEO Corporate, Inter, said: “We are delighted to welcome Gate.io as our new Sleeve Partner for our prestigious jersey. Thanks to this new agreement, Gate.io – which has over ten years’ experience in the sector and shares our innovative spirit – will gain extensive visibility in all the competitions that we will participate in.”

Dr. Han Lin, the founder and CEO of Gate.io, said “We are thrilled to partner with Inter, a club with a rich history and a passionate fan base. This partnership aligns with our commitment to innovation and community engagement. We are excited to bring new and exciting experiences to Inter fans around the world and to explore the many synergies between the worlds of football and digital assets.”

“Footgolf combines the excitement of soccer with the ethics and tradition of golf”

iSportConnect’s Taruka Srivastav recently sat down with Aleksander Kravanja, President of Federation for International FootGolf (FIFG) where he highlighted the accessibility and competitiveness of footgolf, the significance of incorporating fun and creativity into sports, with a growing number of countries and regions adopting footgolf globally.

Could you tell me more about FootGolf as the sport is very recent since it was founded in 2018?

The sport actually started independently in two places globally, without knowledge of each other. The first mentions and actions were in Mexico, and then Michael Johnson introduced the sport in Holland. Michael Johnson is actually the founder of footgolf and also the World Federation. So, the first countries involved were Holland and Mexico, and then it grew in the US, UK, and other countries. Now, we have 40 countries in our membership globally, across all continents, with 19 more in the process of being accepted. We are growing sustainably and quickly, but we try to maintain controlled growth, helping new member countries avoid the mistakes and hard lessons we faced. We are guiding them through the onboarding process and supporting them in the early years of introducing the sport in their countries.

In recent years, we’ve seen sports like Pickleball and Paddle tennis gain popularity, with widespread participation and celebrity involvement. How are you marketing this sport and raising awareness?

To be completely honest, we’re currently doing it with passion and sincerity, rather than a heavy focus on marketing. We are on the verge of a big step, which is to bring our sport to TV and broadcast major competitions, possibly by next year. Our most important step now is to establish a solid foundation before diving into large-scale marketing. We’re setting up solid rules, ethics, and support systems within our member countries and World Federation, so that when we take the next step in marketing, we’re prepared. Recently, after a meeting in Birmingham at SportAccord, we engaged two agencies to help us grow the sport and attract new partners. I believe we’re now ready for new partnerships with strategic partners and sponsors.

Which are these two agencies, and who are your current partners?

We have one agency in the States and one in France, taking advantage of the cultural aspects of each region. Member countries often work with local agencies as well. We’re connecting global and cultural perspectives through these agencies, which have experience in helping new sports. Although our budget isn’t large at the moment, these agencies see significant potential in our sport, which makes us optimistic. They believe in the future of footgolf.

If I were a brand, why should I sponsor footgolf? What reasons would you give to invest in this sport?

The most important reason is that the sport is fantastic and accessible to everyone. It’s easy to learn, and we’re expanding from a competition-focused sport to include recreational play, which will be a significant step forward. We’re also introducing a handicapping system, similar to golf. Footgolf combines the excitement of soccer with the ethics and tradition of golf, creating a unique sport with a bright future. The companies working with us strongly believe in our sport, and we are committed to upholding strong sports values. We respect Olympic principles and are focused on long-term growth, making us a reliable partner for sponsorships and investments.

Would you say that Footgolf offers a younger, more accessible take on the traditionally elite sport of golf?

No, not exactly. I’ve been playing golf for over 40 years, and while Golf has its challenges and is often seen as an elite sport, it’s accessible in many countries. Footgolf, on the other hand, is much quicker to learn, more competitive, and requires less time investment. The demographics favor footgolf, with 80% of our players being between 24 and 45 years old. We’re also seeing more seniors and women getting involved, which is encouraging.