F1 team Alpine inks ticketing partnership with Viagogo

BWT Alpine Formula One Team announces a first-of-its-kind partnership with viagogo, the world’s leading ticket marketplace.

With viagogo’s platform available in 195 countries and 33 languages, more fans will have access to the thrill of Formula One, enabling BWT Alpine Formula One Team to reach new audiences and grow its global fanbase.

This partnership extends beyond ticketing – BWT Alpine Formula One Team will leverage viagogo’s cutting-edge technology platform and data insights to engage new audiences and unlock marketing opportunities.

viagogo’s brand will be visible across BWT Alpine Formula One Team’s garage environment, hospitality areas and digital platforms throughout the 2025 season and beyond.

The agreement underscores viagogo’s leadership in global ticketing, enabling BWT Alpine Formula One Team to distribute ticket inventory directly on the platform. This makes it easier for fans to access tickets and ensures a secure, fan-friendly ticket-buying experience. This distribution model called ‘direct issuance’ offers fans a wider selection of tickets and more choices for live events.

Oliver Oakes, Team Principal, BWT Alpine Formula One Team: “The partnership with viagogo is an exciting step to bring BWT Alpine Formula One Team closer to fans worldwide. By making tickets more accessible through a safe and trusted platform, we’re ensuring more supporters can experience the thrill of race day firsthand. We’re committed to enhancing the fan experience and strengthening global presence – this collaboration is a testament to that.”

Matt Drew, International Business Development Lead, viagogo:

“We’re excited to partner with BWT Alpine Formula One Team to make attending Formula One races easier than ever for fans around the world. In 2024, fans from 160 countries bought tickets on viagogo to see F1 live, and through this partnership, we will connect even more fans to their favourite races. Our goal is to bring supporters closer to world-class events with a seamless experience, while helping our partner expand their global reach and grow revenues.

“This partnership also highlights viagogo’s leadership in evolving the ticketing industry, enabling BWT Alpine Formula One Team to directly distribute tickets in our platform – setting a new standard for fan accessibility and engagement in F1.”

Liverpool FC signs Adidas as official kit partner

Liverpool FC and adidas have agreed a new multi-year partnership that will see the sportswear giant once again become the club’s official kit partner.

From August 1, 2025, LFC will wear the iconic three stripes for the third time in its illustrious history, with adidas supplying a range of match kit, training kit and culture wear to all men’s, women’s and Academy teams and LFC Foundation staff.

LFC and adidas partnered together through some of the club’s most successful eras and memorable trophy lifts, first from 1985 to 1996 and again from 2006 to 2012. During this time the Reds secured an array of silverware, including three top-flight domestic league titles and three FA Cup wins.

The adidas kit is synonymous with success at LFC and considered among the most universally loved strips with large sections of supporters.

Billy Hogan, chief executive officer at LFC, said: “Everyone at the club is incredibly excited to welcome adidas back into the LFC family. We have enjoyed fantastic success together in the past and created some of the most iconic LFC kits of all time.

“adidas and Liverpool share an ambition of success and we couldn’t be more excited to partner together again as we look forward to creating more incredible kits to help drive on-pitch performance. We’d like to thank Nike for their support over the last five years and wish them well for the future.”

Bjørn Gulden, chief executive officer at adidas, added: “We are extremely excited that adidas and Liverpool Football Club are teaming up once again. The club is one of the biggest and most iconic names in world football with a huge fan base.

“The jerseys worn during previous partnerships are some of the greatest ever created. We are honoured to once again provide the players with cutting-edge technology to perform at the highest level and are looking forward to creating more classics for the fans.”

ICC inks partnership with Unilever to strengthen women’s cricket

The International Cricket Council has announced a groundbreaking partnership with Unilever’s personal care brands Rexona and Dove.

The two-year partnership, kicking off at this year’s Women’s Cricket World Cup in India and running until the end of 2027, marks the world cricket governing body’s first dedicated commercial partners for the women’s game.

The first-of-its-kind association announced through a criiio cricket festival event in Dubai, featuring 100 girls and coinciding with the International Women’s Day, will offer a major boost to the promising trajectory of the women’s game.

Strengthening ICC’s ambitions to accelerate the development of the women’s game on a global scale, the partnership between the two pioneering forces will include other major events in the international calendar such as Women’s T20 World Cups, U19 Women’s T20 World Cups, and the inaugural Women’s Champions Trophy in 2027.

ICC Chair Mr Jay Shah and Unilever CMO Mr Nitin Agarwal
The ICC-Rexona association will encompass a range of activities – ranging from the Flag Bearers programme to digital initiatives and experiences during event-time – that aim at breaking barriers and instilling confidence in women and girls on the world stage.

Beyond the major events, Rexona will also play a pivotal role in enabling participation through a series of women’s criiio festivals while also using its expertise in science and technology to lend support and collaborate on education programmes around women’s hygiene.

“This International Women’s Day we are proud to announce a groundbreaking partnership with Unilever, which signifies a pivotal moment for women’s cricket,” ICC Chair Jay Shah said.

“By aligning with a global leader like Unilever and its personal care brands for the ICC’s first ever women’s partnership, we are not only securing valuable commercial support but also reinforcing the growing importance of women’s sport on the world stage.

“This collaboration will empower female cricketers, inspire future generations, and contribute significantly to the continued growth and success of women’s cricket globally.”

Chloe Kelly’s Arsenal Return: Navigating Career Crossroads with Poise and Purpose

In this Member Insights piece, David Alexander, founder and MD of Calacus PR, explores how Chloe Kelly’s return to Arsenal serves as a masterclass in sports communication. From navigating a challenging period at Manchester City to making a strategic move for her England ambitions, Kelly’s story highlights the human side of footballers often overlooked in the professional game. This article delves into the media narratives, public statements, and resilience that have defined her journey back to the WSL spotlight.  

Chloe Kelly has had a turbulent time of late, and in this month’s Hit & Miss we will discuss what has led to her Arsenal return on loan, and how she has navigated the spotlight on her challenges this season.

Kelly’s career began at Arsenal, coming through the North-London side’s Centre of Excellence. In a statement released in 2016, when Kelly’s first professional contract was signed, then Arsenal Women manager Pedro Martinez Losa said: “Her potential is huge so we want to give her, not just Chloe but all the young players we have, a chance to help them develop. I think her main strength is in front of goal, she can finish with the right foot, the left foot and there is a lot of potential to work with.”

Kelly went on to join WSL Division Two side Everton in a three-month-loan loan at the start of the following season in search of more game time. After staying in Merseyside on loan for a second season, she signed for the Toffees permanently in 2018.

An impressive season saw her named in the 2019/20 PFA WSL Team of the Year, and Kelly then signed for Manchester City on a free transfer in July 2020.

She is best known for her crucial role in the Lionesses UEFA Euro 2022 triumph, the West-London born star coming off the bench to score the winning goal against Germany in the 110th minute of the final.

After four and a half years with the Citizens, though, things turned sour in Manchester.

Kelly found herself left out of Gareth Taylor’s side, starting just one WSL game in the first half of the 24/25 season. 

With Euro 2025 looming in the summer, she needed to leave City for more game time to have any chance of being selected in Sarina Wiegman’s England squad who are attempting to defend their crown.

Reports circulated that Kelly was pushing for a move away from City, with her preference to avoid relocating by making a controversial transfer to cross-city-rivals Manchester United, given that her family are settled in the North West. 

Kelly even deleted her tongue-in-cheek X post, referencing a Drake lyric, aimed at United fans, that stated “Never much love when we go OT” to push for the move across Manchester.

Despite not being a part of manager Gareth Taylor’s plans, City were understandably reluctant to strengthen a rival by allowing Kelly to sign for United in January, especially amid a battle for Champions League qualification. 

From Kelly’s perspective however, City were affecting her career and mental health by prolonging the transfer saga, and by not allowing her to move. 

She made her desire to leave public in a statement on her Instagram account, telling fans: “With my contract expiring in June I’ve accepted my future is not at this club beyond then.

“With the Euros fast approaching, this summer is a huge one, and I want to be in a position to give it my best shot to represent my country – something which has always filled me with such pride and is a true honour to do so. 

“However, to be dictated whom I can and can’t join with only 4 months left of the football season is having a huge impact on not only my career but my mental well-being. The situation has dragged on for too long, it’s disappointing and not right.”

Football fans are often guilty of seeing players as robots who simply play football and forgetting that they are real people whose mental wellbeing is affected by the way clubs treat them. 

In the world outside of sport, the public would have no qualms with a young, recently married woman wanting to avoid relocating her family by moving to a new job in the same city, and any employer attempting to block this would be lambasted. But football is different.

It’s the harsh reality of football that players under contract may have their career halted if they’ve fallen out of favour. 

Kelly touched on this on her Instagram, saying: “I’m at a pivotal point in my life, and my career is so important to me and is very disappointing that the sport we love can make you feel this way, especially after there’s been so much growth in our sport. 

“This is why I’m posting this because I want to make you all aware that we, as players, dedicate our lives to our sport and our clubs, but our dreams can be crushed whilst we live in silence. I am human, and I have and will give everything to the game that I love. Ultimately I just want to be happy again.”

Kelly treads a fine line by making this statement, showing the human impact of team exclusion in what is a short career.

By January 30, the final day of the WSL winter transfer window, Kelly was yet to secure a move away from City. Early on, Brighton had a loan offer accepted by City, but the deal was blocked by Kelly as she still hoped to remain in Manchester, and saw herself as a “top-3 player.”

Later in the day Kelly signed a return on-loan to Arsenal until the expiry of her Manchester City contract in the summer.

Following the move Kelly told Sky Sports News: “Things weren’t great and it wasn’t for a while, so I think it’s important that you address those things.

“But I’m here now at Arsenal and it’s a great time for me to get a smile on my face and enjoy my football again. I’m looking forward to the future.”

She represents herself in a positive light in this interview, making clear she had no desire to disrespect her old team, and simply wanted to draw a line under the issue and get on with her career.

She will be hoping her impact on Renée Slegers’s side for the remainder of the season will see her be named in the Lionesses’ squad for the Euros this summer.

The on-loan Arsenal star did take an initial hit to her England hopes, when she was not named in the initial squad for England’s Nations League ties against Portugal and Spain. 

England Head Coach Sarina Wiegman explained why at a media conference: “She hasn’t played enough, she has some credit, but now she has to get some minutes at Arsenal, show what she is about and we can revisit.

“We had a good conversation, she understands. She is not out for the Euros, so hopefully she gets minutes and we can revisit.”

Regarding her England team omission, Kelly told Sky Sports News: “Sarina is a top manager and I put so much trust into her. She’s been so successful so I think what’s best for the team is me not going to this camp and getting that football in my legs.

“I want to be at the best for England and Arsenal so it’s really important that I listen to the people around me and move forward.”

Kelly made her second Arsenal debut on the February 16, coming off the bench to play 30 minutes in the Gunners 5-0 North London derby victory to the delight of the sellout Emirates Stadium crowd.

When asked about her Euros ambitions following her second Arsenal debut, she told Sky Sports: “I think for me I need to get my head down, work hard, and be ready when called upon.”

Her comments show an understanding and humility towards the situation she is in. Regardless of the circumstances that led her to this point, she had only started one WSL game this season, and needs to work hard if she is to play for England this summer.

Kelly did go on to play in England’s Nations League fixtures, having been added to the squad following Arsenal teammate Beth Mead’s injury. She came off the bench in both the Portugal and Spain games.

Suzy Lycett’s stunning shot of Chloe Kelly’s goal v West Ham for The Gooner fanzine. Credit- Boodlepim

She then made a positive impact when Arsenal found themselves 2-0 down to West Ham, scoring on the stroke of half-time and helping the Gunners to an eventual 4-3 victory.

Kelly’s future is still uncertain, with her chances of making the Euro squad still in the balance.

In a world where footballers are under intense scrutiny, Kelly has managed to navigate the spotlight around her Manchester City exit with grace. She has done what is best for her England career, whilst getting her head down and focusing on her football.

For communications support and information, please contact Calacus via info@calacus.com

F1 signs Belvedere as official vodka partner

Formula 1 and LVMH have announced Moët Hennessy luxury spirit, Belvedere, as the sport’s first-ever Official Vodka Partner.

The collaboration marks Belvedere’s first foray into global sports, and connects two brands celebrated for their heritage, excellence, and pursuit of exceptional performance. Together, Formula 1 and Belvedere will create one-of-a-kind experiences and give fans the unforgettable taste of an F1 race.

Belvedere Vodka is produced in one of the world’s longest operating Polish distilleries, with distillers drawing from a 600-year Polish vodka-making history to artfully craft rye into an extraordinary vodka of distinct taste and character.

Starting in Australia, Belvedere will host an Official After Party of the Australian Grand Prix, an exclusive event that will redefine high-end entertainment and nightlife and bring together the world’s most renowned DJs.

Additionally, Belvedere Vodka will be served in hospitality spaces throughout the season, including in Paddock Club and the F1 Garage, further adding to the incredible energy of the circuit.

Stefano Domenicali, President and CEO of Formula 1, said: “Formula 1 has always been the symbol of prestige, adrenaline and spectacle, which is why we are so thrilled to welcome Belvedere as our first Official Vodka Partner. Together we share the same dedication to quality and the pursuit of exclusive moments.

“This announcement once again confirms the strong connection with LVMH, consolidated by a decade-long partnership. Their willingness to fully embrace the spirit of Formula 1 excites us and makes us proud of this partnership.”

Francois-Xavier Desplancke, President and CEO of Belvedere Vodka, added: “I am immensely proud of the partnership between Belvedere and Formula 1. Our mutual dedication to innovation, expertise, and precision naturally aligns our brands, creating a truly exceptional alliance.

“In the high-octane world of Formula 1, where milliseconds forge legends and engines roar with untamed energy, Belvedere Vodka arrives not just as a partner, but as the embodiment of the festivities and the entertainment. Formula 1 isn’t just about speed; it’s about spectacle. And where there’s a race, there will be always a reason to honour the excitement of the sport, from off track to beyond.”

Motorsports and Realtime Data: Revolutionizing Fan Engagement

Motorsports have always been synonymous with speed, precision, and innovation—both on the track and in the way they engage fans. In an era where digital experiences define audience expectations, realtime data has become the driving force behind deeper, more immersive fan engagement.

Platforms like F1’s Live Timing, MotoGP’s VideoPass, and NASCAR Drive enable enthusiasts to access multi-angle race views, in-car cameras, and live team radio communications—bringing them closer to the action than ever before. Delivering these experiences, however, hasn’t always been easy, especially given the sheer scale and velocity of data involved.

At NASCAR, with 40 cars whirring around the track at speeds of up to 200 mph, reaction times are measured in milliseconds—not just for drivers, but for the technology delivering the action to fans. Each car emits 100 data points at a frequency of 120 times per second, adding up to over a terabyte of high-frequency data per race. This staggering volume translates to 370 million+ messages broadcast during marquee events like the 2024 Daytona 500, with more than 56,000 users simultaneously connected, all demanding seamless access to telemetry, lap times, and race insights in realtime.

Let’s look at how the NASCAR team have tackled the common challenges of reliability and scalability, ensuring fans receive uninterrupted, high-speed data streams that match the intensity of the race itself.

Keeping Pace: The Critical Role of Realtime Infrastructure in NASCAR Drive

NASCAR has always been at the forefront of leveraging technology to enhance fan engagement and NASCAR Drive is a great example of this in practice. It offers an immersive experience where fans can select their favorite driver’s in-car camera, listen to team communications, and see telemetry data like speed, steering angle, and RPMs – a level of access that few other sports provide.

The infrastructure underpinning NASCAR Drive is critical; fans expect seamless access to realtime data, and any failure to deliver could result in lost engagement and reputational damage. 

Speed is everything—not just on the track, but also in the data delivery pipeline. 

NASCAR’s infrastructure ensures that fans get instantaneous updates that mirror the pace of the race, maintaining the thrill and intensity of live motorsport. Any delay or disruption could break the connection with users. 

As Chad Larter,  Managing Director, Infrastructure & Security at NASCAR notes: “Users aren’t typically too forgiving if they’re not able to get the data they signed on to get. They’re going to leave immediately and most likely they’re not going to come back and check later! This underscores the importance of delivering data in realtime, keeping up with the pace of the race, and ensuring fans stay engaged.”

To prevent this, NASCAR Drive is built to handle sudden traffic spikes, ensuring seamless performance even under peak demand. By prioritizing realtime data streaming and optimizing infrastructure, the platform delivers the insights fans crave—without overwhelming the system.

The result? A must-have second-screen experience that keeps enthusiasts returning, race after race.

Architecting NASCAR Drive for Reliability and Scalability

To make this possible, NASCAR has moved away from their long-polling based solution, to using WebSocket-based infrastructure powered by Ably. Scalability was always a pain point – and worry – on race days, as servers had to be spun up and on-call resources were required to respond in case a server went down. 

Now, Ably allows NASCAR to dynamically scale up and down without having to manually provision and manage servers. Using Ably’s channel-based architecture, data is distributed to individual drivers’ channels efficiently enabling updates to be sent to fans that are subscribed to a particular driver, rather than broadcasting all data to everyone. Efficient data streaming is also made possible through the use of Delta Compression – with data only being sent to client devices when there is a delta (or change).

NASCAR also benefits from Ably’s reliability features, like automatic failover and redundancy, to ensure data feeds remain up and running even in the face of infrastructure issues. They can also take advantage of Ably’s SDKs for different platforms (web, mobile, etc.) to easily integrate the realtime data into their various client applications and generally reduce the operational overhead of managing their own realtime infrastructure by offloading that responsibility to Ably. 

How Other Motorsports are Using Realtime data to Elevate Fan Engagement

Other motorsports organizations are also leveraging realtime data to enhance fan engagement and provide immersive experiences. 

For example, the NTT IndyCar Series, in partnership with NTT Data, utilizes over 140 sensors on each race car to capture and analyze more than 8 billion data points during events. Advanced AI and predictive analytics transform this data into realtime insights, allowing fans to track key race strategies, overtaking maneuvers, and race winner predictions.

Similarly, Formula 1’s newly launched F1 Unlocked platform enhances fan engagement by providing exclusive behind-the-scenes content, driver insights, and realtime data analysis. Fans can track sector performances, live leaderboard updates, and team radio snippets, gaining a deeper understanding of race dynamics. The platform also includes interactive features such as competitions, quizzes, and exclusive discounts, fostering a more immersive and rewarding fan experience. 

These initiatives highlight how motorsports are integrating cutting-edge technology to bring fans closer to the sport, leveraging data to create a richer, more interactive viewing experience. But getting the data in the hands of fans, in realtime, is key in each case to the successful delivery of these experiences.

Driving the Future of Fan Engagement—In Realtime

As the demand for richer, more interactive fan experiences accelerates, motorsports continue to push the boundaries of what’s possible with realtime data. NASCAR, alongside technology partners like Ably, is setting the pace—delivering seamless, dynamic, and highly personalized digital experiences that keep fans on the edge of their seats. 

By removing the complexities of realtime infrastructure, Ably empowers NASCAR to focus on what matters most: bringing the thrill of the race to fans everywhere, in the moment, without delay. In a sport where every second counts, the ability to deliver realtime engagement at scale isn’t just an advantage—it’s a game-changer.

Beyond motorsports, the potential of realtime data is limitless. In endurance sports like triathlons, live athlete metrics such as heart rate and pace can enhance engagement by bringing excitement and context to long-duration events. In team sports, realtime tracking and analytics offer deeper insights into strategy, player performance, and key moments, enriching the viewing experience. Even beyond sports, realtime audience data at live events like concerts and festivals can create interactive and immersive experiences, making fan engagement more dynamic and personalized.

The key is to move beyond just displaying raw data—instead, using it to tell compelling stories, create emotional connections, and heighten excitement for fans. Whether in sports, music, or live entertainment, leveraging realtime engagement at scale isn’t just an enhancement; it’s the future.

Matthew O’Riordan is CEO and Co-founder at Ably, a global realtime experiences platform that empowers developers to build highly scalable and engaging applications. Ably’s technology enables applications to exchange data in realtime, ensuring everyone stays on the same page, regardless of location or device. You can find out more here about how Ably helps Tennis Australia and NASCAR.

TKO enters Saudi with Sela partnership to establish new boxing promotion

TKO Group Holdings, Inc. (TKO) (NYSE: TKO), a global leader in sports and entertainment, and Sela, a leading entertainment conglomerate, have announced a multi-year partnership to establish a new boxing promotion that will provide a premier platform for both leading boxers and prospects in the sport.

Speaking on this significant milestone, HE Turki Alalshikh said: “This landmark partnership between industry powerhouses sets the stage for an unparalleled experience for boxers and fans. Together, we are developing the next generation of talent and delivering world-class events at a time when the sport is primed for further disruption.”

Mark Shapiro, President and Chief Operating Officer, TKO added: “This is a strategic opportunity to reimagine the sport of boxing globally. TKO has the deep expertise, promotional prowess, and longstanding relationships. HE Turki Alalshikh and Sela share our passion and vision for evolving the current model. Together, we can bring the sweet science back to its rightful place in the forefront of the global sports ecosystem.”

TKO will serve as managing partner, providing day-to-day operational expertise, management, and oversight of the promotion, with executive leadership anchored by UFC President and CEO Dana White and WWE President and TKO Board Member Nick Khan.

Sela has played a pivotal role in promoting and delivering some of the biggest international boxing events in recent years, including Terence Crawford vs. Israil Madrimov in Los Angeles, and Anthony Joshua vs. Daniel Dubois at Wembley Stadium, which set a new UK attendance record. A Public Investment Fund (PIF) company, Sela is also the lead sponsor of Newcastle United Football Club and has delivered projects such as Riyadh Winter Wonderland, Formula E, and the Italian Super Cup.

Dr. Rakan Alharthy, Managing Director and CEO of Sela, added: “This partnership between HE Turki Alalshikh, Sela, and TKO will turn the page on a new chapter in boxing history. Together, we will elevate the sport to new heights and redefine the fan experience for a worldwide audience. The promotion will create a sustainable future for boxing and reinforce Sela’s position as a powerhouse in global sports and entertainment.”

The new promotion will feature:

  • A highly structured system to develop new talent from around the world, including athlete combines and academies.
  • Access for all boxers to the UFC Performance Institute, the world’s leading combat sports performance training, research, rehabilitation, and nutrition center, featuring locations in Las Vegas, Mexico City, and Shanghai.
  • TKO’s production, media, and promotional expertise, to deliver both in-arena experiences and top-tier, state-of-the-art broadcasts to fans around the world.

Serena Williams takes ownership stake in Toronto Tempo

Serena Williams, one of the world’s most celebrated athletes, will be a new owner of the Tempo. Williams joins the team’s ownership group alongside Larry Tanenbaum, Chairman of Kilmer Sports Ventures.


“I am thrilled to announce my ownership role in the first Canadian WNBA team, the Toronto Tempo,” said Serena Williams. “This moment is not just about basketball; it is about showcasing the true value and potential of female athletes — I have always said that women’s sports are an incredible investment opportunity. I am excited to partner with Larry and all of Canada in creating this new WNBA franchise and legacy.”

Williams made her professional debut in Canada in 1995, kick-starting a record-setting career that saw her claim 73 WTA Tour-level singles titles, including 23 major women’s singles titles — the most in the Open Era.

“Serena is a champion,” explains Teresa Resch, President, Tempo Basketball Club. “She’s the greatest athlete of all time, and her impact on this team and this country is going to be incredible. She’s set the bar for women in sport, business and the world – and her commitment to using that success to create opportunities for other women is inspiring – we’re thrilled to be marking the lead-up to International Women’s Day with this announcement.”

As part of her ownership role, Williams will contribute to bringing the Tempo to life visually. She’ll play an active role in future jersey designs and will help forge unique merchandise collaborations with the team.

“Serena Williams is an icon, a role model and a force for change in the world” Tanenbaum concludes. “She’s earned every bit of her incredible success with hard work, tenacity and determination in the face of countless challenges. She exemplifies the very best of what the Tempo stand for – we couldn’t be more honoured to have Serena in our court.”

PPC and Euroleague Basketball announce multi-year partnership

Euroleague Basketball and PPC Group, the leading energy group in Southeastern Europe, have launched their multi-year partnership. PPC becomes the official partner for the Turkish Airlines EuroLeague and BKT EuroCup competitions in Greece until 2027.

As part of this agreement, PPC will have a prominent presence during Greek teams´ games in the EuroLeague and EuroCup, both through in-arena and television broadcasts. Additionally, the partnership will leverage Euroleague Basketball’s expansive digital ecosystem, offering PPC with unparalleled visibility and engagement opportunities across multiple digital platforms. The partnership will also focus on sustainability initiatives, fully aligned with PPC’s mission to promote clean energy solutions and energy efficiency.

“We are delighted to welcome PPC to the Euroleague Basketball partners family. Having a leading energy group join our sponsorship portfolio strengthens our commitment to working with top-tier brands in key industries,” said Gawain Davies, Euroleague Basketball Chief Commercial Officer. “Greece is one of our core markets, and partnering with PPC is a perfect fit for our aspirations to continue growing the Euroleague brand in this territory, enhancing the sport’s reach while delivering an electric experience for our passionate basketball community.”

Sofia Dimtsa, Chief Corporate Affairs & Communications Officer at PPC Group, stated: “It is a great honor for us at PPC to collaborate with a top-tier sports organization that highlights talent, passion, and fair play. The launch of our partnership with Euroleague Basketball marks a new chapter in our already strong relationship with the sport, strengthening our presence in basketball in all its forms. We actively support sports, sustainability, and the values that bring our communities together. We look forward to experiencing powerful moments on the court alongside fans and teams that inspire us.”

As part of its strategic energy transformation, PPC Group is reinforcing its commitment to basketball by supporting the sport across all its forms—from elite Euroleague competitions to 3×3 basketball. This collaboration aligns with PPC’s dedication to promoting sports and sustainable development, emphasizing the core values of teamwork, passion, and sportsmanship. With sustainability at the heart of its mission, PPC invests in initiatives that inspire positive social impact, contributing to a better and more sustainable future for all.

State-Sponsored Sports Investments: A Transformational Global Trend

In recent years, state-backed investments have emerged as a dominant force in global sports, with governments leveraging the sector to achieve strategic objectives. Sovereign wealth funds and government-led initiatives are reshaping the sports industry, driven by objectives such as enhancing geopolitical influence, diversifying national economies, and boosting tourism. This trend spans multiple nations, including Saudi Arabia, Qatar, the United Arab Emirates (UAE), China, and Russia.

Key Examples of State-Sponsored Sports Investments

  • Saudi Arabia: The Public Investment Fund (PIF) has acquired stakes in Newcastle United, allocating over $1 billion to developing the Saudi Pro League, and is a key driver behind the LIV Golf-PGA Tour merger.

  • Qatar: Beyond hosting the FIFA World Cup, Qatar Sports Investments (QSI) has committed hundreds of millions annually to Paris Saint-Germain, transforming it into a global football powerhouse.

  • United Arab Emirates: The UAE hosts high-profile events such as the Abu Dhabi Grand Prix, which contributes over $100 million to the local economy each year. The country also owns Manchester City, now valued at over $4 billion.

  • China: Under its “Sports Powerhouse” initiative, China invested over $3 billion in the 2022 Winter Olympics and continues to make significant investments in developing football academies nationwide.

  • Russia: The Russian government allocated $14 billion for the 2018 FIFA World Cup and continues to support international teams in ice hockey and motorsports as part of its broader geopolitical strategy.

Underlying Drivers of This Trend

  • Economic Diversification: Resource-rich nations like Saudi Arabia and Qatar are strategically investing in sports to develop sustainable industries beyond oil, fostering new revenue streams and job opportunities.

  • Soft Power and Diplomacy: Hosting and owning major sports entities enables nations to project a positive global image and strengthen international relations.

  • Tourism: High-profile sporting events attract millions of visitors, significantly boosting tourism revenue and global visibility.

  • Nation Branding: Investments in elite sports signal modernity, innovation, and global relevance, reinforcing a country’s international standing.

Implications for the Sports Industry

  • Intensified Competition: Traditional sports markets must now compete with state-funded leagues and events offering lucrative contracts to top athletes and teams. Example: Saudi Arabia’s Pro League has lured top footballers like Cristiano Ronaldo and Neymar with contracts exceeding $200 million per year.

  • Shifting Talent Dynamics: High salaries and new opportunities in emerging markets are reshaping global player transfers and athlete career trajectories. Example: Karim Benzema, a Ballon d’Or winner, left Real Madrid at the peak of his career to join Al-Ittihad in Saudi Arabia, a move previously uncommon for elite European footballers.

  • Commercial Evolution: Increased investments are driving innovations in broadcasting, sponsorships, and fan engagement, redefining the business of sports. Example: The Saudi Pro League secured a 650% increase in international media rights revenue in 2023 compared to the previous year.

Conclusion

State-sponsored investments are fundamentally altering the global sports landscape, driven by economic, diplomatic, and branding imperatives. While this influx of capital fosters growth and innovation, it also presents challenges for traditional stakeholders. As more nations adopt this strategic approach, the industry must navigate both the opportunities and complexities that come with it.

The writer Anuroop Talwar is VP – Head AI & Analytics – Sports Media Entertainment & Credit Cards at EXL. Reach out to him at anuroop.talwar@exlservice.com .