Anthony Joshua becomes co-owner of a Hexagon Cup team

Two-time heavyweight boxing world champion Anthony Joshua has joined forces with tennis legend Andy Murray as a new Co-Owner of Team AD/vantage, the inaugural winners of the world’s leading professional padel team competition, the Hexagon Cup.


Following in fellow British sporting great Andy Murray’s footsteps, Joshua is the latest global sporting icon to align with the Hexagon Cup, the world’s most famous professional padel competition which prepares for its second edition in Madrid, from 29th January – 2nd February.


Joshua joins Murray, Murray’s former coach Dani Vallverdú and businessman Arran Yentob on the leadership of the British-owned team, as it prepares to defend its title later this month, lining up against seven other teams owned by Hollywood star Eva Longoria and sport stars including F1 driver Pierre Gasly, football greats Sergio Agüero and Leo Messi, FC Barcelona striker Robert Lewandowski, and the Rafa Nadal Academy by Movistar.

Pirelli enters tennis with Australian Open deal

Pirelli will be the Official Tyre Partner of the Australian Open, which will start on Sunday 12 January in Melbourne.

After motorsport, football, sailing and skiing, Pirelli enters tennis, choosing to support the Grand Slam with a partnership which represents a high-profile showcase for promoting the brand throughout the world.

Andrea Casaluci, CEO of Pirelli: “For Pirelli, the Australian Open represents a very important opportunity for visibility because of the great interest in tennis at the global level. In particular, the sponsorship will help increase awareness of our brand in Australia which is a market with a high concentration of prestige cars. Precisely in Melbourne, home of the tournament, in 2019 we opened a Pirelli P Zero World, our flagship store model currently present in only four other cities in the world”.

Cedric Cornelis, Tennis Australia Chief Commercial Officer: “We are very pleased to announce Pirelli as the Official Tyre Partner of the Australian Open. Pirelli is synonymous with innovation and performance, making it a great fit for one of the world’s premier tennis events. We are delighted that Pirelli has chosen the Australian Open to mark its first investment in a Grand Slam.”

Adidas inks multi-year partnership with Mercedes-AMG Petronas F1 team

Adidas has announced a multi-year partnership with the Mercedes-AMG PETRONAS F1 Team, which unites two icons in one of the world’s fastest growing sports. The collaboration represents a significant moment in adidas’ history as it enters the pinnacle of motorsport: Formula1®.

Built on a shared commitment to performance and excellence, the partnership leverages adidas’ 75-years of experience working with athletes at the top of their game to support the Mercedes-AMG PETRONAS F1 Team in driving success.

Throughout the 2025 season and beyond, adidas and the Mercedes-AMG PETRONAS F1 Team will create a complete range of apparel, footwear and accessories for the entire team and its fanbase. 

The partnership will break new ground in a sport where milliseconds make the difference. The specially designed team kit will be built for the individual needs of each member’s role and made available to fans as well. The partnership will also include apparel, footwear and accessories created and designed specifically for supporters of the team and its drivers. Several limited edition drops are also planned throughout the year.

Bjørn Gulden, CEO of adidas said: “We are very happy to be back in the world of motorsport. Interest in motorsport in general and Formula 1 in particular has been growing a lot. It is reaching new consumers and has a big influence on sport and street culture. We are extremely proud to introduce the Three Stripes into F1 as Official Team Partner of the Mercedes-AMG PETRONAS F1 Team – one of the most successful teams ever. Together, we share the passion for speed, innovation and performance. We will support the drivers and the team to push the limits on the track. Off the track we will bring a fresh perspective to the sport by introducing exciting lifestyle product and extending the reach to a new generation of fans. We look forward to supporting Mercedes-AMG PETRONAS F1 and win together.”

Toto Wolff, Co-owner, CEO and Team Principal of the Mercedes-AMG PETRONAS F1 Team said: “Our partnership with adidas is a clear statement of intent as we begin to write our next chapter as a team. adidas is an iconic brand, one that shares our dedication not only to peak performance but to style and sophistication too. This announcement therefore represents a groundbreaking collaboration that will redefine what team and fanwear means in our sport. We are excited to break this new ground and work with adidas as we collectively strive to fight for world championships.”

Richard Sanders, Chief Commercial Officer of the Mercedes-AMG PETRONAS F1 Team, added: “Performance is at the heart of everything we do. The core of our relationship with adidas is rooted in that belief. They are an iconic brand that has achieved record-breaking success in so many other sports. To bring them into F1 as part of our team is therefore not only a great honor, but also incredibly exciting. We look forward to working with them on reinventing what teamwear means to chase every millisecond of performance on and off the track.

“Our shared value of innovation will also be focused on bringing a refreshed energy to our wider fanwear ranges. F1 is riding a cultural wave at present, and we will build on this to provide apparel, footwear, and accessories that engage our loyal fanbase whilst engaging new audiences that continue to discover our sport and our team.”

Euroleague Basketball renews partnership with IMG

Euroleague Basketball, the organiser of Europe’s premier professional basketball club competitions – the Turkish Airlines EuroLeague and the BKT EuroCup – and IMG, a global sports marketing agency, have announced the renewal of their partnership agreement. This extended collaboration will run through the 2035-36 season, building upon the success of their joint venture launched in 2016.

The decision to renew the partnership for an additional 10 years, well ahead of the original agreement’s expiration, reflects the strength of the partnership and follows significant achievements over the past eight seasons. The joint venture has been instrumental in elevating Euroleague Basketball’s global presence and delivering exceptional viewing experiences for fans worldwide.

“This renewal marks a pivotal moment in our shared journey with IMG. Together, we have revolutionised European basketball and set new benchmarks for fan engagement and media production,” said Paulius Motiejunas, Euroleague Basketball CEO. “Looking ahead, the Euroleague Basketball organisation and its shareholders are committed to continuing this successful partnership and bringing even greater experiences to our growing fanbase.”

Under the renewed agreement, IMG will continue to drive long-term growth for the league through media rights distribution – an area that has seen remarkable growth since the inception of the partnership – brand partnerships, strategic consulting, digital services, and streaming. IMG will also continue as the exclusive live events broadcast production partner, further advancing best-in-class production standards that have become a hallmark of sports competitions.

Adam Kelly, President, Media, IMG, added: “We are proud of the transformational growth we have achieved in partnership with Euroleague Basketball. Together, we have significantly increased revenues and reach and reimagined the fan experience through enhancements across commercial partnerships, state-of-the-art production, competition structure, digital, streaming, and data. European basketball has never been in a stronger position, and we are committed to building even greater value for the league, competitions, clubs, partners, and fans for years to come.”

The partnership between Euroleague Basketball and IMG began in November 2015 with the signing of a groundbreaking 10-year joint venture. This collaboration was designed to manage the commercial media rights of Euroleague Basketball competitions, enhance media content production and distribution, and provide wide-ranging support programming. The aim was to expand Euroleague Basketball’s global footprint while delivering a world-class viewing experience for basketball enthusiasts.

In its first season, the joint venture created a new competition model for the Turkish Airlines EuroLeague, a true League. This format, in which all teams compete against each other, has driven exponential growth in audience engagement and established Euroleague Basketball as a premier global sporting spectacle.

With this renewed agreement, Euroleague Basketball and IMG seek to maintain their commitment to innovation, excellence, and the continued growth of European basketball on the global stage. In October 2024, TKO Group Holdings, Inc. (NYSE: TKO) announced it is acquiring IMG from Endeavor. The transaction is expected to be completed in the first half of 2025 and will include the Euroleague Basketball joint venture.

Southampton Football Club inks partnership with Dominoes

Southampton Football Club has signed a new partnership with Domino’s, making them the club’s first ever Saints App Partner. The club’s popular Predict the Score game will now be “delivered by” Domino’s.

As part of the partnership, fans will now have the opportunity to win delicious prizes and access exclusive discounts across Domino’s stores operated by Solent Pizza (full list of stores at the bottom of this article) by playing the free Predict the Score game on the Saints app.

The Predict the Score game was launched on the Saints app at the beginning of this season and has been hugely popular, giving fans the chance to win prizes by correctly guessing the score for each of our men’s first team fixtures.

Southampton FC’s Chief Revenue Officer, Greg Baker, commented: “We’re delighted to have the support of Domino’s as our first Saints App Partner. They’re willingness to add value to our Predict the Score game on the Saints app reflects our own passion to enhance our digital platforms and create meaningful fan engagement. We hope the incredible prizes and exclusive discounts offered by Domino’s add another enjoyable dimension to the game for our fans.”

Wayne Benson, Managing Director of Solent Pizza, T/a Domino’s Pizza commented: “We are proud to be supporting Southampton FC by way of their App Partner, as a local Domino’s franchise operating across South Hampshire, we look forward to delivering outstanding prizes and exclusive offers to Saints fans, combining two great pastimes of football and pizza.”

Max Siegel: Driving Excellence and Innovation at USA Track & Field Ahead of LA 2028

In this exclusive interview, Taruka Srivastav of iSportconnect spoke with Max Siegel, CEO of USA Track & Field (USATF), to discuss his journey leading one of the world’s most successful national sports governing bodies. From fostering inclusivity and innovation to preparing for the LA 2028 Olympics, Siegel shares insights into his leadership philosophy, USATF’s transformative initiatives, and the strategies driving their dominance on the global stage.

You’ve been leading USA Track & Field . What has been your guiding philosophy in steering the organization through a decade of growth and challenges?

Since taking the helm as the CEO of USA Track & Field in 2012, my guiding philosophy has been to foster an environment that prioritizes inclusivity, innovation, and excellence, both on and off the track. 

Over the past decade, USATF has been dedicated to creating opportunities for athletes at all levels and championing diversity, equity, and inclusion within our sport and the US Olympic Movement. I’m proud to say that USATF has become the most diverse National Governing Body (NGB) in the US Olympic Movement, with diverse representation across the organization at all levels. 

USATF has experienced significant growth over the past decade, and our commitment to empower athletes and staff, build partnerships, and drive meaningful change within the sport remains unwavering. 

What are the key initiatives or strategies you’ve implemented to ensure the long-term success of USA Track & Field, both on and off the track?

Athlete support remains our top priority. We drive initiatives that support our athletes both during and beyond their competitive careers, ensuring their long-term success and the continued growth of the sport. For example, in April 2024, we announced the expansion of our maternity support to better address the unique needs of female athletes after they have children and set them up for success when they return to competition. 

Additionally, our recent partnerships with August, a menstrual hygiene product supplier, and skincare brand Neutrogena ensured all athletes have access to everything they might need while at competitions, including the Paris 2024 Olympic Games. 

We also consistently prioritize high-performance investments to ensure athletes have the resources they need to excel globally. These efforts include funding world-class training facilities, comprehensive coaching support, and financial assistance for travel and competition expenses. 

Finally, by creating opportunities such as Journey to Gold and the USATF Grand Prix events, we provide athletes with essential world-ranking opportunities and competitive preparation. 

How has USA Track & Field embraced innovation in training, fan engagement, or competition to stay ahead in the ever-evolving sports landscape?

It is exciting to see the evolution of the sports landscape and particularly the growth of Olympic sports. At the 2024 Olympic Trials, we tried to deepen the connection between fans and the sport through creative collaborations, such as incorporating commentary from pop culture icons like Snoop Dogg. The Trials drew record-breaking viewership, with over 5.2 million people tuning in for Noah Lyles’ 100m final, the highest ratings for the Trials since 2012.

We’ve also expanded our global reach through events like the USATF Bermuda Grand Prix, which saw a 132% increase in viewership in 2024. This event showcased elite performances and highlighted Bermuda’s culture and people and their passion for track and field, creating a deeper connection with fans worldwide. 

With the LA2028 next, what are the primary goals for Team USA, and how are you preparing to achieve them?

We’re very much looking forward to having an Olympic Games on home soil, especially after witnessing the incredible success of Paris 2024 and the impact the Games had on France. A critical component of USATF’s preparations for LA28 is the Journey to Gold strategic roadmap. It is designed to provide athletes with competitive opportunities and the tools they need to excel on the global stage. Events under this roadmap, such as the USATF Grand Prix meets which take place in major cities such as Los Angeles and New York City, have proven successful in helping athletes prepare for major international competitions. These events were instrumental in enabling 19 athletes to compete at the 2023 World Championships and ultimately qualify for Paris 2024.

We have begun planning for the next quadrennial and are exploring innovative ideas to improve the experience for athletes and fans.

We look forward to building upon USATF’s recent successes, including recognition as the Member Federation of the Year by World Athletics in 2024. As part of our commitment to long-term success, we are enhancing athlete support, streamlining pathways to elite competition, and implementing strategic initiatives that are designed to secure our future success. 

Another significant development for us and a key part of our preparation for LA28 is the integration of U.S. Paralympics Track & Field into Team USATF. This historic merge not only strengthens our competitive edge but also underscores our commitment to advancing the sport for athletes of all abilities.

How does USA Track & Field maintain its dominance on the global stage, especially with increasing competition from other nations?

Investing in our athletes is our top priority. We maintain our success by prioritizing investments in grassroots programs and comprehensive athlete development. These efforts are key to ensuring a steady pipeline of future champions and maintaining dominance on the global stage. 

USATF’s commitment to athlete development extends through every phase of an athlete’s career, from youth programs to elite competition pathways. This holistic approach allows athletes to progress seamlessly, equipped with world-class coaching, facilities, and opportunities to compete at the highest levels. 

In 2024, USATF’s youth athletes excelled at the World Athletics U20 Championships in Lima, earning 16 medals, including eight golds, and finishing at the top of the medal and points tables. At the same time, Team USATF’s master athletes were outstanding at the World Masters Athletics Championships, leading the medal count. These achievements highlight the depth and breadth of talent supported by USATF and its ability to empower athletes at every stage of their careers.

What do you hope to leave as your legacy with USA Track & Field, especially concerning its Olympic success?

Team USATF stands as the world’s number one track and field team, a testament to the extraordinary talent, hard work, and dedication of our athletes, supported by an exceptional network of coaches, medical staff and administrators.

My legacy, I hope, will be defined by the foundation we’ve built to empower athletes at every stage of their careers – not only while they proudly represent Team USATF but also in the opportunities that come after competition.

Ultimately, I aspire for USATF to be recognized not only for its culture of excellence and sustained success but also for its leadership in fostering diversity, inclusivity, and community engagement. By making our sport accessible and inspiring to all, we can secure a vibrant and thriving future for track and field.

What strategies have you implemented to grow track and field’s fan base in the U.S.?

The successful hosting of the 2022 World Athletics Championships in Eugene, Oregon, was a pivotal moment for the growth of track and field in the US. It was the first time the event was held in the US, and it laid a strong foundation and provided a platform to engage new audiences, elevate the profile of track and field, and inspire a new generation of fans and athletes here.

In addition to major global events, USATF has prioritized the development of a domestic circuit of meets to grow fan engagement in the US. These meets, inspired by the quality and structure of the Diamond League, are strategically located in major cities like Los Angeles and New York. We also focus on creating a vibrant, festival-like atmosphere around these meets to attract casual sports fans and local communities, making the experience exciting and memorable for all.

How do you approach securing sponsorships and partnerships that align with the values of USA Track & Field? Who are your current commercial partners?

This historic success of USATF over the past decade was made possible by the upward commercial trajectory of our organization. 70% of USATF revenue comes from sponsorship so this has equipped us to enhance competitive opportunities and significantly improve the resources and support available to athletes and the entire USATF community.

Our partners align with our core values and allow for strategic investments that deliver both competitive and organizational success. We seek partners who share our vision of advancing the sport, supporting athletes, and engaging communities meaningfully. 

In the age of social media and streaming, how is USA Track & Field leveraging technology to connect with a younger audience?

We are very invested in using social media to engage with new and younger audiences and give our athletes a platform to build their own brands and presence on social media. We embrace the power of social media to bridge the gap between athletes and fans and create a strong connection to our sport. 

For example, at the 2024 Olympic Trials, we set up a dedicated content creator lounge right next to the mixed zone so athletes could stop in after their races and engage with different influencers. This was a huge success, and we are excited to incorporate similar strategies in our future events, enhancing the athlete-fan interaction even more. 

White Paper: The Transformative Power of Sport – A Catalyst for Change

In this Member Insights piece, David Alexander, the founder and MD of Calacus PR highlights how Sport has long been recognized as a universal language, transcending borders and breaking barriers. Its influence extends beyond the playing field, serving as a powerful tool for social transformation and community development.

Organisations around the world are well aware of the power of sport to make a difference to society.

As Nelson Mandela put it at the inaugural Laureus World Sports Awards in Monaco: 

“Sport has the power to change the world. It has the power to inspire. It has the power to unite people in a way that little else does. 

“It speaks to youth in a language they understand. Sport can create hope where once there was only despair. It is more powerful than governments in breaking down racial barriers. It laughs in the face of all types of discrimination.”

People young and old can learn new skills, grow in confidence and understanding, transform communities through inclusion and turn conflict into understanding through the medium of sport.

The International Olympic Committee and the United Nations have been at the forefront of sporting initiatives to act as a catalyst for sustainable urban growth.

The Sport for Sustainable Urban Development Initiative is part of the IOC’s Olympism365 strategy – which uses sport to promote sustainable development – and involves engagement with UN-Habitat’s extensive networks of city leaders and officials.

In July 2024, the IOC and UN-Habitat signed a five-year memorandum of understanding (MOU). This collaboration focuses on using sport to drive progress in three key areas:

  • Health: promoting active lifestyles and physical well-being in urban communities.
  • Social inclusion: building more equitable, inclusive societies through the unifying power of sport.
  • Urban regeneration: revitalising city spaces to be greener, safer and more sustainable.

Whether it is providing education for refugees or disadvantaged children on a local level or providing ways to grow, sport for good works. 

In the ‘Contribution of sport to society and the economy’ report published by the UK’s House of Lords in 2024, sporting benefits can help build stronger communities by bringing people together. 

“Sport is widely seen as a way for people of different backgrounds to interact and integrate by taking part, volunteering and spectating. It can provide opportunities….to bridge divides between men and women, homeless people and those who are not homeless, and people with different employment backgrounds.”

There is also evidence that sport can help to reduce crime according to a College of Policing evaluation of sports-based interventions, which generated significant economic impacts such as savings for the public purse and lifetime education and employment impacts.

Research undertaken by Manchester Metropolitan University found a positive association between sport participation in school and higher levels of wellbeing for young people, providing a “significant predictor of self-belief and mental toughness, key life skills for young people.”

The following case studies celebrate organisations that have invested time and resources in making a difference to society through sport.

While there are commercial and reputational benefits in doing so, there is no doubt that sport has the opportunity to make meaningful change to society.

Read the full report here. For communications support and information, please contact Calacus via info@calacus.com

Avenue makes significant investments in Mercury 13 to boost women’s football

Mercury/13, the pioneer multi-club ownership group dedicated to women’s football, and Avenue Sports Fund, a leading global sports investor has announced that Avenue has made a significant investment in Mercury/13.

In its new partnership with Avenue Sports, Mercury/13 will continue its mission to build the world’s leading multi-club ownership group by acquiring women’s football franchises in Europe and accelerating their commercial trajectories. 

In March, Mercury/13 made its inaugural acquisition: F.C. Como Women, an independent women’s football club competing in Italy’s Serie A Femminile. After launching a new brand identity for the Como club, Mercury/13 has been implementing a major transformation plan which has seen a new management team put in place, upgrades to the training facilities, a three-year technical partnership with Nike, significant changes to the squad and technical staff, and, most recently, a new title sponsor for the club. 

Going forward, Mercury/13 is targeting England as the top priority market in its strategic focus on acquiring professional teams across Europe. Mercury/13 is committed to driving the growth of the sport with a vision centered on building strong and commercially viable football clubs. The company aims to help its clubs build strong brands that enhance the global visibility of women’s football and catalyze success at both the sports and commercial levels.

In conjunction with the Avenue Sports investment, Lauren Holiday, USWNT legend, two-time Olympic gold medalist and FIFA Women’s World Cup champion, will join Mercury/13’s Board of Directors. 

Holiday, who serves as an athlete adviser to the Avenue Sports Fund, said, “Victoire and Mario have created a special firm distinguished by their vision and determination to transform women’s football. I have been impressed by their work to help turn Como Women into one of Europe’s most exciting clubs, including by emphasizing the value of providing a nurturing environment for players to flourish in their careers on and off the pitch. I look forward to advancing this work in my role as a member of Mercury/13’s board of directors.”

Victoire Cogevina, Mercury/13’s co-founder and co-CEO who leads all commercial, branding, and marketing matters, said, “Our partnership with Avenue Sports Fund, coming just a year into Mercury/13’s journey, will help accelerate our original vision. Now is the time for forward-thinking sponsors to work with us to continue creating exciting IP, innovative formats, and experiences that put women at the center.”

Mario Malavé, Mercury/13’s co-founder and co-CEO who leads all investments, business activities, and oversees football operations, said, “Avenue’s track record in sports and the caliber of their investment team speak for themselves. They’ve already proven to be fantastic partners, and we’re excited to build alongside them as we focus on growing our presence across Europe.”

“Avenue is thrilled to commit to women’s football by joining with Victoire, Mario, and the Mercury/13 team to identify potential investments in women’s football clubs across Europe,” said Marc Lasry, Avenue Capital Group’s Chairman, CEO, and Co-Founder. “Mercury/13’s mission to inspire a global female audience is an essential one, and the company’s investment in and transformation of Como Women has been impressive. We welcome the opportunity to expand our involvement in this dynamic sport at this important juncture.”

LFP Media partners with Sport 24 to bring Ligue 1 McDonald’s highlights

LFP Media has announced a partnership with Sport 24, the dedicated live sport channels for the airline and cruise markets owned and operated by IMG.

For the first time, Ligue 1 McDonald’s will be available to passengers travelling on select airlines and cruise lines, with a 26-minute weekly highlights program showcasing the best moments from each matchday. This three-season agreement started from the 2024/2025 season.

This program will feature the most stunning goals, dramatic moments, and key storylines from Ligue 1 McDonald’s, bringing the energy and talent of French football to millions of passengers around the globe. This represents a significant step for LFP Media as it ventures into the “in-flight” market, reflecting its ambition to grow the league’s visibility internationally.

The weekly highlights magazine show is available on Sport 24’s partner airlines and cruise lines, including Etihad Airways, Emirates, Turkish Airlines, Singapore Airlines, Cathay Pacific, Princess Cruises, Royal Caribbean Cruises, Norwegian Cruise Line, Celebrity Cruise Line and more, offering an engaging and entertaining way for passengers to stay connected to one of Europe’s top football leagues.

Martin Aurenche, Chief Media Officer of LFP Media: “This partnership with Sport 24 is a great opportunity to connect with fans worldwide and introduce new audiences to the flair and excitement of Ligue 1 McDonald’s. We’re thrilled to see our league take flight – literally!”

Richard Wise, SVP Content and Channels at IMG, added: “Sport 24 brings passengers around the world the very best sporting action so they never have to miss a moment – even while travelling at 30,000 ft or in the middle of the ocean. Ligue 1 McDonald’s is one of European football’s biggest leagues and we’re delighted to offer passengers all the best moments from the league on our channels for the first time.”

Amplifying the Fan Experience: Diederik van Zessen on Crafting Pioneering Audio Strategy

Diederik van Zessen is a seasoned freelance audio professional and the Head of Audio for Ajax, one of the most iconic football clubs in the world. With over 15 years of expertise in audio description and a deep passion for enhancing fan experiences, Diederik has been instrumental in shaping Ajax’s innovative audio strategy. Through his company, Sport Sounds, he provides cutting-edge audio solutions to sports organizations, including Ajax, Viaplay and the KNVB.

In this interview, Diederik shares insights into crafting immersive audio experiences that resonate with a global fanbase, the unique challenges of engaging a diverse audience, and how collaborations like the groundbreaking collaboration with Mycrocast are redefining accessibility and inclusivity in sports. From integrating storytelling and technology to championing the rise of audio description, Diederik offers a fascinating glimpse into the future of audio in sports and its potential to deepen connections between clubs and their fans.

Tell us about your role.

I am a freelance audio professional who works for Ajax as their Head of Audio. I have been working on the subject of audio description for over 15 years. The club also hires me for my expertise in fields s.e. podcast production and music supervision. My company Sport Sounds specifically provides audio solutions such as audio description for sport organisations with clients like Ajax and KNVB.

How do you think football clubs should approach the creation of an audio strategy that resonates with fans both in the stadium and around the world?

I believe the audio strategy of a football club consists of three layers: music, on demand audio and on live audio.

The music part is very much an extension of the brand identity. For example: Ajax is a local brand with a great, historical  international appeal. It is also known for it’s homegrown talent. Therefore Ajax likes to work with local artists for our music productions and live events.

For on demand I think it’s best to focus on all access content. Every popular football club will have a bunch of fan created podcasts that are generally very popular. Bigger clubs will also be covered in newsy podcast titless produced by (local) sports media. These two forms of podcasts do not have the access that club media has. Therefor I believe that a club should only be creating on demand (podcast) content that makes full use of the access club media has. This can either be done by inviting players and staff or by great storytelling podcasts in the documentary field.

The live layer is very much a FOMO layer. It should cover matches for people who cannot watch them. For Ajax, audio description commentary has been the lifeline of the live part of it’s audio strategy. Ajax has been providing adc since 2007 for visually impaired fans but in 2020, by popular demand, also decided to broadcast this through app and web.

What unique challenges do you face when curating audio experiences for such a diverse fanbase?

At Ajax, the language barrier is especially a challenge. The vast majority of social media followers do not have Dutch as their first language. But ultimately, as a Dutch club with a predominantly Dutch-speaking fanbase in the stands—your loyal supporters—you should focus on that, and that’s precisely why Dutch-language audio commentary is important. We face the same kind of threshold when it comes to music: a lot of the traditional fan hymns will be in Dutch and will be hard to understand and appreciate for fans without that context.

Ajax is known for its innovation in connecting with fans. How does audio enhance this connection, especially during live matches?

‘Ajax Radio’ has gained a lot of popularity amongst fans who cannot or do not want to watch the games, for whatever reason. It used to reach two reach double figures when it was only available inside the stadium where as now, the commentary reaches as many people as a stadium can hold.

How do you believe fan feedback should be integrated into the development of audio content and offerings at clubs?

Fans should believe and understand a brand identity. Which means if the fans don’t understand the music you sync for a campaign or if they do not like the music the dj plays in the stadium you should reconsider your strategy.

The audio livestreams you provide should be focussed on making the matches accessible for fans who cannot watch the games, but still want to follow. This could mean either a visually impaired fan in the stadium or for example someone abroad who can’t watch a video stream. These fans should be able to reach the broadcasters directly so they can all experience the match together.

Can you talk about any specific examples of how Ajax’s audio initiatives have strengthened fan loyalty or engagement?

During the pandemic, we decided to also cover all away games with audio description. So even when the visually impaired could not attend the matches, we made them accessible to everyone via audio. We added the possibility to interact during the matches, which a lot of people did: we recieve messages from all over the world. These decisions caused a major increase in the amount of listeners to the live audio stream.

Another, totally different example How do you balance creativity and technology to produce impactful audio content for a club?

I think clubs should try and be present at all online platforms on which their fans are also present. On these platforms, they should try to use all particular technical possibilities of these platforms. To do this, the club needs to use the knowledge of specific talent.  This talent will be the media managers of each platform at the club. For example: if a campaign involves music, it could be great to use it in fragments or edits on TikTok. Typically, the TikTok media manager at the club will know what is the best way to serve this music in videos on the platform. Does a throwback video need music or commentary audio? The answer is different for every different platform.

What role does storytelling play in Ajax’s audio strategy? Are there any memorable campaigns or moments you’ve been part of?

A good example of this could be the music video we created to welcome Antony to the club in 2020 (https://www.youtube.com/watch?v=kjBo9_mJMzk) . It was a way to improve fan engagement also in Brazil. Ajax also officially released the song and it now has almost 6 million streams globally on Spotify.

Ajax’s partnership with Mycrocast is groundbreaking. Can you elaborate on how this collaboration came about and the goals you aim to achieve together?

In 2022, at a ‘Reimagine Football’-conference in Manchester representatives of Ajax, The Johan Cruijff ArenA and KNVB all attented. At this event, Mycrocast won a pitch with their app as a solution for audio description. At the Johan Cruijff ArenA there had been audio description since 2007, but the analogue FM transmitter broke down in the exact same summer as Mycrocast presented their product at the conference. Representatives of the Johan Cruijff ArenA remembered Mycrocast and invited them over to test and implement their product.

Me personally, I was very sceptical at the beginning because in my opinion the most important asset of audiodescription is the distribution speed. I could not believe that a digital solution via mobile internet would distribute as low-latency as FM. But it worked fine from the beginning and it’s even better now. In 2023 the KNVB (Dutch national football association) also started working with Mycrocast exclusively.

What unique features does Mycrocast bring to Ajax’s audio content, and how has it enhanced fan experiences?

One of the cool things about Mycrocast that we use is the automated clip tool. With this tool the commentators can hit a button in the web app that will create an audio clip of a set amount of time before activation. This way, the Ajax media team can immediately serve a short clip of a highlight in the commentating (such as a goal) in the live blog or on other social media platforms.

What trends in the audio and sports industry are you most excited about?

Audio description is kind of ‘hot’ at the moment. This is of course because of the benefits apps like Mycrocast provide, but also because of the rise and rise in audio consumption as a whole. People who cannot watch a game – weather they are visually impaired or just driving a car or running errands – still want to follow the performances of their favorite clubs and athletes. Audio description is the perfect way to do that. Companies such as Livescore now also provide commentary during games on a daily basis, even in Dutch. I believe that a good audio description strategy will not only make sports more inclusive for the visually impaired, but it can also attract the masses. If this happens, brands will follow.

How do you envision audio evolving as a medium for engaging fans in the next five years, particularly with advancements in immersive technology like AR and VR?

There are a few immersive technological advancements that could be of great impact in the world of audio description, particularly for the visually impaired. Some tech companies are now developing a touch-based solution, a little bit like braille language, where fans could follow the action by ‘feeling’ it. In one case that I tested, the company had built a heavily scaled down ‘football pitch’ on which I was able to feel where the ball was thanks to AI. It was great!

Adding a VR or AR layer to audio description would be hard in my opinion, because it would also mean adding video. In my vision the dependence on audio description lies within the lack of being able to see the event.