Top Ten Sporting Crisis of 2024

Another year, another series of dramas that brought sport into disrepute. In this week’s Member Insights piece, David Alexander, the founder and MD of Calacus PR puts a spotlight from governance issues to doping dramas for which 2024 will go down as a year when sport faced reputational crises that underline the importance of good planning, good governance and an understanding of how to manage the media when a storm blows.

It’s a reminder of the importance of crisis communications preparation – the insurance to help you navigate not just those crises that you can foresee, but those you can’t.

As we say every year, planning, a code of ethics and transparency can often alleviate many of the reputation-damaging crises we have seen in 2024, but panic and self-preservation often lead to foolish decisions which ultimately do more harm than good.

RFU

RFU Chief Executive Bill Sweeney has caused an outcry after it was revealed that his salary for the 2023-24 financial year rose to £1.1million.

The RFU reported an operating loss of £37.9m for the same period, the highest it has recorded while Tom Ilube, Chair of the RFU board, sought to justify the increase in executive remuneration.

But with the RFU also making 42 staff redundant in September and grass roots participation in decline, the topics aren’t good.

Three former RFU chairmen, Martyn Thomas, Graeme Cattermole and Brian Baister asserted in a letter that the positions of Sweeney and Ilube were “untenable” as the executive director team expenditure rose from £2.8 million last year to £4.9 million.

Reports also suggest that up to 10 members of the RFU senior leadership were handed promotions to become directors.

The second tier of English rugby is also seeking a vote of no confidence in Sweeney with the 12 RFU Championship clubs requesting a special general meeting (SGM) to debate the leadership of Sweeney and Ilube.

The Championship clubs voted unanimously to add their voices to the demand for a special general meeting, which has also been backed by the Rugby Football Referees’ Union.

The RFU has sought to defend itself and said in a statement: “The RFU ends this latest four-year cycle with a strong balance sheet, no debt, a robust cash position and positive P&L reserves.

“The RFU has continued to invest strategically in the game at all levels and for the last two years the RFU have been working hard to develop a redesigned Championship with the aim of developing a whole game solution to support the development of England Rugby.”

Learning

Sports governance is deeply political and can become a distracting sideshow that affects all levels of the game.

Perception is reality when a chief executive and his colleagues are taking higher salaries at a time where redundancies and cost-cutting are being felt by others within the organisation and the game at large.

It’s hard to see how the Chief Executive and his colleagues recover from the growing mood of no confidence after failing to understand the optics in tricky financial times.

PGMOL & David Coote

Refereeing, from grassroots level to the highest echelons of the game, is beset by criticism with disagreements over decisions a naturally partisan pastime. 

But the Professional Game Match Officials Limited (PGMOL), the English professional football governing body, does not help itself with a strategy and narrative that seems to change according to the circumstances.

When Howard Webb took over in 2022, he talked about an improvement in standards, particularly in reference to the video assistant referees (VAR).

A one-sided TV show on Sky Sports which glosses over inconsistencies and makes excuses rather than taking ownership for mistakes has hardly helped.

Integrity is fundamental in sport at any level, but particularly in high profile elite competition.

With controversy over inconsistent on-field and VAR decisions

The governing body’s reputation suffered another blow late in 2024 when a video emerged of senior referee David Coote appearing to make  derogatory remarks about Liverpool and their former manager Jurgen Klopp who he disliked for having a go at him during a match.

Coote was suspended before another video appearing to show him snorting white powder during Euro 2024 in Germany – where he was officiating – was published by The Sun.

Later in November, The Football Association (FA) launched an investigation into allegations that Coote discussed giving a yellow card ahead of a match in 2019.

After an investigation, Coote’s contract was terminated and the PGMOL statement said: “Following the conclusion of a thorough investigation into David Coote’s conduct, his employment with PGMOL has been terminated today with immediate effect.

“David Coote’s actions were found to be in serious breach of the provisions of his employment contract, with his position deemed untenable.”

Learning

The PGMOL has a serious reputational problem.

Their dialogue with friendly journalists does nothing to enhance their credibility and attracts criticism as they avoid real scrutiny or a grasp of the issues sub-par refereeing performances attract.

Howard Webb has made no significant improvement to the PGMOL’s reputation, appearing, if anything, to love the limelight without any self-awareness.

The Coote saga further raises questions about the depth of bias within the roster of top flight referees and why more isn’t done to improve culture and performance.

Enhanced Games

With the recent backing of PayPal billionaire Peter Thiel and other tech businessmen, it looks like the controversial Enhanced Games has the financial backing to take place in 2025. 

The Enhanced Games is a proposed international athletic competition, not unlike the Olympic Games, but with one major difference: they explicitly do not test for Performance Enhancing Drugs (PEDs). This is not to say that athletes are forced to dope, but rather than doping is perfectly permissible in the eyes of the organisers. 

Their stated goal is to see how far humans can go, using a combination of chemical and technological doping; the former including anabolic steroids and hormone therapy, the latter technology like ’super trainers’ and swimsuits based on sharkskin. 

The main philosophy of the Enhanced Games is that PED use should be seen as a ‘demonstration of science’ rather than as cheating. 

The Enhanced Games also claim to have a vastly improved pay structure compared to the Olympic Games, including a stipend for all athletes that compete, as well as substantial prizes for the most successful – including up to and above $1m for gold medallists. 

World Athletics President Sebastian Coe was scathing in his assessment and said: “There’s only one message and that is if anybody is moronic enough to feel that they want to take part in that, and they are from the traditional, philosophical end of our sport, they’ll get banned and they’ll get banned for a long time.”

One of the Enhanced Games website slogans is: ‘My body, my choice,’ clearly attempting to echo the pro-choice slogans of pro-abortion activists while a further slogan of the Enhanced Games is ‘Science is real,’ echoing pro-vaccination arguments during the Covid Pandemic. 

Whether or not they can attract sufficient athletes remains to be seen. At the time of writing, very few have publicly supported the new competition. 

Learning

There is so much that the Enhanced Games have got wrong from a communications perspective. 

Instead of demonstrating an understanding of the concerns and addressing them in a sensitive way, the approach has been one of aggressive belligerence.

The risks to athlete safety alone will ensure continued widespread condemnation from the sports world and beyond.

And will sponsors or broadcasters want to be associated with such a controversial competition which would potentially undermine their own ethics and ethos?

IBA – The International Boxing Association

The International Boxing Association, (IBA) has had a difficult few years, with concerns over governance and integrity ultimately seeing it removed as boxing’s Olympic governing body by the International Olympic Committee (IOC) in 2023.

Last year, Khelif and fellow boxer Lin Yu-Ting of Taiwan were disqualified from IBA’s World Boxing Championships and at Paris 2024, Khelif, who was born and raised a woman, and does not identify as either transgender or intersex, was caught in a gender storm that overshadowed the boxing competition.

The issue was back in the news during the Paris 2024 boxing competition when Italian Angela Carini broke down in tears and quit her bout against the Algerian Khelif after 46 seconds in a fight that sparked huge controversy.

Carini expressed regret over her actions in the ring. “All this controversy makes me sad,” Carini told Italian newspaper Gazzetta dello Sport. “I’m sorry for my opponent, too. If the IOC said she can fight, I respect that decision. It wasn’t something I intended to do. Actually, I want to apologise to her and everyone else. I was angry because my Olympics had gone up in smoke.”

The IOC made a statement criticising IBA’s governance and later IOC President Thomas Bach confirmed that the boxers were not transgender and that the issues was a politically motivated campaign by Russian interests against the IOC and the Paris Olympics. 

Despite their lack of involvement from Paris 2024, IBA called a press conference to build upon the controversy and explain why they had banned Khelif from their own event last year.

The event was a shambles, with technical issues, while Kremlev used the opportunity to attack the IOC and President Bach again, claiming that he was standing up for women’s sport, despite all the speakers being men.

Several journalists and other people who were attending left in disgust, at not just the language, but the tone of the answers from the IBA participants.

No wonder the IOC’s Mark Adams responded: “It was a chaotic farce. The organisation and the content of this press conference tells you everything you need to know about their governance and credibility.”

After winning welterweight gold by beating Chinese world champion Yang Liu by a unanimous decision over five rounds, Khelif said: “I am fully qualified to take part in this competition. I’m a woman like any other woman. For eight years, this has been my dream, and I’m now the Olympic champion and gold medalist. That also gives my success a special taste because of those attacks.

“We are in the Olympics to perform as athletes, and I hope that we will not see any similar attacks in future Olympics. I was born a woman, I lived a woman, I competed as a woman, there’s no doubt about that. [The detractors] are enemies of success, that is what I call them. And that also gives my success a special taste because of these attacks.”

Learning

Given their reputation as an organisation, and despite of the facts as laid out by the IOC, what IBA needed to do was show leadership, authority and professionalism.

That would send a message to the world that they are a serious organisation capable of representing the diverse boxing family and acting with integrity.

What transpired was quite the opposite.

Not once did any of the speakers show any sympathy for the online bullying and abuse that Khelif has faced.

One reporter described the event as “the most extraordinary, chaotic, shambolic and badly organised international sporting press conference I have ever attended,” and it was perhaps a fatal blow to IBA’s hopes of regaining Olympic Programme control for boxing.

Charlotte Dujardin

There was a time when Charlotte Dujardin was considered the darling of dressage.

But the double Olympic champion withdrew from the Paris 2024 Olympic Games after a video emerged of her whipping a horse 24 times during training.

The initial complaint was made by the Dutch equine lawyer Stephan Wensing on behalf of an unnamed client. In an interview with The Times in July, Wensing compared Dujardin’s conduct to “old-style abuse of elephants at the circus”.

Dujardin’s reputation has been in ruins  since the  video emerged with sponsors withdrawing their support and a global horse welfare charity, Brooke, dropping her as an ambassador. 

Two of Dujardin’s sponsors, equestrian insurance company KBIS and Danish equestrian equipment company Equine LTS, have removed their backing while UK Sport also suspended her eligibility for public funding.

Dujardin admitted to being “deeply ashamed” of her actions when the four-year-old video emerged on the eve of the Games.

“What happened was completely out of character and does not reflect how I train my horses or coach my pupils, however there is no excuse.”

Following an investigation, Dujardin was banned from dressage competition for a year by the International Federation for Equestrian Sports (FEI).

In a statement, Dujardin said she “fully respects” the decision to ban her. ”I understand the responsibility that comes with my position in the sport, and I will forever aim to do better.”

Whether Dujardin returns to the sport to try to become Britain’s most successful female Olympian at the Los Angeles Olympic Games in 2028 remains to be seen.

Learning

The sorry episode raises more questions about the welfare of horses and what goes on behind closed doors.

To Dujardin’s credit, at least she didn’t try to make excuses or deny the severity of the incident, she was quick to apologise and has accepted her punishment – but her reputation is forever tarnished.

It’s a reminder that in this age of smartphones, everything you say or do can be filmed – doing the right thing at all times is vital.

Doping in tennis

Some big names from the world of tennis have been embroiled in doping recently, sending shockwaves through the sport and raising questions about the consistency of testing and punishments.

Five-time Grand Slam champion Iga Swiatek tested positive for the banned substance trimetazidine in August ahead of the Cincinnati Open and the International Tennis Integrity Agency (ITIA) announced in November that she had received a one-month suspension after it was decided that she carried “no significant fault or negligence.”

Swiatek said that the substance entered her body due to the contamination of non-prescription medication she had been using for jet lag and sleep issues, and having already served 22 days of her ban in the autumn, she is now free to compete at her next two scheduled events: the United Cup and the Australian Open.

That news came after ATP world No.1 Jannik Sinner avoided a ban after twice testing positive for the anabolic steroid clostebol in March 2024, although the Italian is awaiting the outcome of a World Anti-Doping Agency appeal to the Court of Arbitration for Sport (CAS).

Sinner’s explanation was that the  banned performance-enhancer entered his system unintentionally through a massage from his physiotherapist, who used a spray containing the steroid to treat his own cut finger.

It’s understandable that Simona Halep was aggrieved after being given a four-year ban in September 2023 after testing positive for the banned blood doping agent roxadustat at the 2022 US Open.

The two-time Grand Slam winner’s ban was later reduced to nine months following her appeal to the CAS, although she said that there were “completely different approaches” to the processes of dealing with the cases.

Halep later added: “What I believe is not fair, either, is that they announced my case straight away, and I got all the heat from the press, and for these two players they kept it secret, and they just said about the case when everything was done, so it’s very weird.”

Swiatek rejected those assertions, saying: “I know that people need to automatically compare such situations to others that have already happened, but the truth is that each of these cases is completely different. My fate, just like the fates of others, was in their hands and they decide how each case will turn out. I trust that this process is objective, that everything is done according to the regulations and no one judges a player this way or that way because of his position.”

Learning 

The cases of Halep, Swiatek and Sinner have led to questions over the way anti-doping cases are handled and whether players are treated differently.

The ITIA has strenuously denied any differences in the way players are treated, but the fact that Swiatek’s case was heard in secret and only revealed after the fact does raise concerns about consistency and the need for full transparency when sporting integrity and players’ reputations are at stake.

Raygun

The Olympic Games has made great strides to attract a younger audience in recent years with breakdancing, skateboarding and sport climbing attracting younger people and reflecting the diversity of sporting competition.

But Australian breakdancer Rachael Gunn became a figure of fun at the Paris Games, after she broke out a host of unorthodox moves  against the world’s best breakdancers, with images of her moving like a kangaroo, a snake and a sprinkler becoming memes.

The 37-year-old Sydney university professor failed to score a single point and was heavily criticised, with questions raised that it may have been a research project for Gunn, a full-time university lecturer who researches dance and gender politics and has studied a range of dance styles, according to her Olympics bio.

Gunn ended up posting a response on Instagram where she said that the reaction to her routine was “pretty devastating” and called on the media to “stop harassing my family and friends.”

Australian Olympic Committee (AOC) hit out at a “misleading and bullying” petition signed by more than 50,000 which criticised Gunn.

The AOC released a 12-point fact-check to combat the spread of claims against Gunn, saying no athlete should be treated the way she has.

AusBreaking, the national governing body, also debunked the attacks on Gunn — including the widely circulated, but false, allegation that her husband and coach, Samuel Free, had somehow orchestrated her victory in last year’s qualifying competitions. The Australian Associated Press agreed with the organisation, in a separate fact-check.

The World DanceSport Federation, breaking’s sanctioning group, also issued a statement, saying it stands against harassment and abuse, including cyberbullying.

Learning

Gunn and the Australian Olympic Committee dealt with the controversy well in the circumstances – and originality is certainly not deserving of criticism.

But knowing that she couldn’t compete with her rivals, Gunn could have made clear in advance of her intention to be creative rather than competitive, to face the situation head-on.

As it is, her performance gave fuel to those who ridiculed breakdancing being part of the Olympic Games Programme rather than underline the value of individual expression.

Steven van de Velde 

The Olympic Values were severely tested when it was revealed that beach volleyball player Steven van de Velde had previously been convicted of raping a 12-year-old British girl, serving 13 months in prison.

Victim support and safeguarding groups called for him to be banned.

In a statement the Dutch Olympic Committee said it had put in place “concrete measures” to ensure a safe sporting environment for all Olympics participants in light of Van de Velde’s participation.

“Van de Velde has fully engaged with all requirements and has met all the stringent risk assessment thresholds, checks and due diligence. Experts have stated that there is no risk of recidivism.”

Van de Velde and his playing partner Matthew Immers reached the quarter-finals in Paris with Van de Velde repeatedly subjected to a stream of boos and whistles  from the crowd.

The Dutchman, who requested not to stay in the Olympic Village and was allowed to absent himself from post-match mixed zone interviews, admitted that he considered quitting the games before deciding to compete. 

He said: “I thought, ‘I don’t want that. I’m not going to give others the power to decide they can bully me away or get rid of me’. I can’t change what people think of me. Someone can hold me responsible forever for what happened and that’s OK, because that’s what it is. It is their right. So, I accept that. I’m not the person I was 10 years ago. It has been the biggest mistake of my life.”

The International Olympic Committee (IOC) faced calls for an investigation into how the player had been allowed to compete at Paris 2024. In an email seen by the Guardian, a senior official with the Dutch Olympic Committee has insisted that Van de Velde was not a paedophile, in response to a concerned British man who lives in the Netherlands.

Learning

Should an athlete be prevented from competing because of past transgressions?

Child rape is a serious crime, and Van de Velde’s presence was another unsavoury sideshow for the Olympic Games. 

The IOC dealt with the issue superbly, and the comments from the Dutch Olympic Committee were also understanding of the seriousness of the situation.

But it raises questions about whether an athlete with such a heinous past should be permitted to compete – or whether safeguards need to be put in place to ensure the spirit of the Olympic Movement is followed by every competing nation and its athletes.

Manchester United

It’s fair to say that the investment by Sir Jim Ratcliffe has not gone smoothly so far.

A quick win was to announce among his initial reforms that he would instigate a three-year freeze on dividend payments, bucking the controversial trend set by the Glazers.

An audit of United staff and the club’s facilities led to some clumsy communications that further underline the need for expert PR support.

In late April, Ratcliffe made the decision to cut staff perks as part of his money-saving measures ahead of the men’s FA Cup final, including scrapping travel, accommodation and friends and family arrangements.

In early May, after a tour of the Trafford Training Centre, Ratcliffe sent another email to staff condemning the state of the training ground, banning working from home and creating an atmosphere described as “toxic.”

Cutting staff Christmas bonuses, dismissing the importance of the women’s team after not even attending their triumphant FA Cup final appearance and hiring then firing sporting director Dan Ashworth have all added to the chaos.

Fans have been targeted too, with the scrapping of concessions and introducing a minimum price of £66 for Premier League matches.

Clearly Ratcliffe sees plenty of opportunity to cut costs and waste, but at what cost to the staff and fans who make the club what it is?

Learning

A club of United’s size will always receive significant media attention, so every mis-step has been pored over with results as indifferent to some of Sir Jim’s early initiatives.

These drastic measures demonstrate an unwavering commitment to getting Manchester United back on track in the long-term, and any attempt to instil a degree of vigour should be welcomed with open arms. 

But it’s also a reminder that senior leaders, however successful they have been in their professional lives, would do well to work closely with their communications teams. Unlike his stated ambition, communication has not been consistently friendly and supportive.

So often we see that the best intentions, clumsily delivered, can do more harm than good that undermines credibility, trust and the support of those key audiences that leaders seek to engage.

Canada Women’s football team

Canada’s women’s football team were caught in a huge controversy during Paris 2024 which stretched the spirit of fair play on which the Olympic Games were founded.

The team was deducted six points from their group and coach Bev Priestman was banned for one year after New Zealand reported to French police that a drone had been flying over their practice sessions.

FIFA announced the sanctions – which include a £175,720 fine for the Canadian Soccer Association (CSA) – a day after Priestman was removed as Canada’s Olympic head coach with CSA officials Joseph Lombardi and Jasmine Mander also been suspended for a year.

The consequences were tough on the players, who had prepared for the tournament for years only to be handed a punishment for something they hadn’t been involved in.

Ultimately the women’s team crashed out in the quarter-finals to Germany on penalties, but that was far from the end of the controversy.

Former Canada men’s coach John Herdman also became embroiled in the scandal after reports that he had used drones as well and essentially taught Priestman the value of surreptitiously-obtained footage.

Eventually whistleblowers came forward, telling Radio-Canada they faced “strong pressure” from Canada Soccer’s top coaches to take part in the spying. 

“’No’ wasn’t an option,” said a former player on the men’s national team. “John Herdman put his staff under a lot of pressure. If his assistants refused they were put aside.” 

Canada Soccer has ended up announcing the results of an independent review and it was telling that Herdman did not find time to be interviewed.

Chief Executive Kevin Blue initiated disciplinary proceedings against Herdman and accepted that there may be a “systemic ethical shortcoming” that needs to be addressed.

“We are working to change Canada Soccer into a federation that Canadians trust and are proud of, and one that is not defined by unfortunate actions of the past.”​

Learning

An organisation’s culture is only as good as the people who adhere to it.

Athletes and employees deserve to compete and work without the fear of being tainted by the actions of their leaders.

If staff or athletes are scared of coming forward and voicing concerns, fearful for the consequences of their actions, it provides a perfect opportunity for serious reputational damage if individuals are abusing the system. 

Whether Canada Soccer executives knew about the use of drones is open to debate, but the organisation’s ethical failures should prompt systemic changes and clarity of guidelines that are rigorously enforced.

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

Low Latency at Scale: Gaining the Competitive Edge in Sports Betting

The sports betting industry has grown rapidly in recent years, fueled by changing regulations, advancements in technology, and a rising demand for realtime interactions from consumers. For many fans, in-play betting adds another dimension to how they can engage, making them feel closer to the action. When you then consider the increasing number of global followers many teams now have, it’s easy to understand why global revenues are projected to continue expanding at a compound annual growth rate (CAGR) exceeding 10%. To sustain this growth, data providers and betting companies face a key challenge: consistently ensuring fast, low latency delivery of data and services, even as they scale operations to meet growing demand – every fan needs to receive the same data at the same time.

Low latency—the rapid transmission of data with minimal delay—plays a crucial role in the sports betting ecosystem. A single delay in odds updates or live bet placement can impact user retention and create financial exposure for operators. This challenge becomes even more pressing as companies expand into new geographies, requiring infrastructure that can deliver consistent, low latency experiences worldwide.

Why Low Latency Matters in Sports Betting

In sports betting, every second matters. For bettors, much of the appeal of sports betting lies in the immediacy of their interaction with live events. Odds must be delivered and displayed in realtime, and delays can result in missed opportunities for bettors and revenue loss for operators.

If odds are not updated instantly after a critical game event, operators risk users betting on outdated odds. For data providers, failure to deliver realtime data can strain relationships with clients, harm reputation and even have legal implications.

The Importance of a Consistent User Experience

Scaling betting operations isn’t just about onboarding new users—it’s about ensuring these users have the same experience, regardless of location or time.

There are two key infrastructure requirements involved in making this possible: Consistent low latency, and the ability to handle disconnections.

When it comes to latency, users demand the same experience whether they’re betting from Europe, Asia, or the Americas. A lack of consistency can create an uneven playing field – or even cause users to abandon platforms as they develop a mistrust for their data. For both data providers and betting companies, this means achieving similar levels of low latency to clients in diverse geographies. From an infrastructure perspective, this means having a global network of points of presence which devices can connect to and achieve low latency, wherever your users are. 

When it comes to handling disconnections and subsequent reconnections, this is particularly key when serving users in markets with unstable network conditions – but is also useful when a user changes data networks or is travelling. For betting operators, they need a strategy to define how a bet is treated if it is placed as a user loses connectivity, and the odds change while they are offline for example – should the original odds be ‘retained’, or should the odds be refreshed upon reconnection? Operators need to consider how to ensure that users with worse network connectivity don’t become ‘worse off’ as a result. 

How Genius Sports Delivers Critical Data at a Global Scale

Genius Sports serves betting companies that demand instantaneous data delivery for live sporting events. Before adopting their current realtime infrastructure, they relied on a traditional centralised system to deliver live data to its betting clients. Maintaining live data performance at low latency and on a global scale, meant locating ever larger and more costly on-premise facilities, close to customers. The system struggled with scalability and latency consistency, especially during high-demand events like global tournaments. As costs and latency demands increased, Genius Sports needed a new realtime solution.

To ensure a consistent user experience, the company switched to a cloud-native distributed infrastructure that could handle their need to reliably serve customers – regardless of their location. By leveraging a WebSocket-based realtime data streaming solution, Genius Sports is now able to deliver on the high expectations of both its B2B clients and the end-users who rely on their ultra-low latency data delivery without the headache of having to manage and scale the realtime infrastructure​.

Responding to the Growing Competition for Fan Engagement 

As the sports betting market becomes more competitive, betting companies are incorporating innovative ways to deliver realtime experiences to keep their customers ‘on-platform’. This means investing in infrastructure that can not only handle the fast-paced nature of betting and provide instant, low latency, updates but also enable the creation of interactive experiences.

Sportsbet faced a unique challenge with its innovative “Bet With Mates” feature, a product allowing friends to pool resources and bet together. A critical component was a chat feature that mirrored the functionality and speed of modern messaging applications like WhatsApp. 

Sportsbet’s existing infrastructure could not deliver the rich user experience their customers expected, especially for features like realtime updates, reactions, and comments. As well as latency needs, Sportsbet also had very stringent security and data handling requirements. For Sportsbet, opting for a cloud-native realtime platform that handled both the underlying infrastructure and latency complexities but also made building their chat solution easy, was game changing. The solution saved Sportsbet valuable time and effort compared to them building a basic implementation from scratch.

Low Latency, High Stakes

It is clear that the sports betting industry is at an inflection point. As regulatory changes continue to unlock new opportunities, companies must rise to the challenge of delivering low latency experiences at scale. Whether it’s B2B providers like Genius Sports ensuring data consistency or B2C platforms like Sportsbet creating seamless user experiences, the ability to operate in realtime, no matter where and when, will define success.


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 helped both Genius Sports and Sportsbet.

NEOM and Rajasthan Royals celebrate successful second edition of cricket program

The second season of the NEOM and Rajasthan Royals’ cricket program for NEOM employees and contractors drew to a successful close with a thrilling men’s final.

The spectacular finish, hosted by Alfanar Global Development in one of the largest cricket grounds in NEOM, capped a triumphant season, with an 85% increase in participation recorded over the first year.

The cricket program is part of NEOM’s multi-year partnership with Rajasthan Royals, a popular Indian Premier League (IPL) team. Building on the 2023 pilot program, season two’s T10-style tournament contest featured 146 matches and 84 teams from more than 150 companies, with the tournament showcasing exceptional talent and marking another step forward in NEOM’s commitment to nurturing a physically active society. 

In an exciting final in front of 2,000 spectators and cricketing legends Rahul Dravid and Kumar Sangakkara, Tabuk Tigers emerged victorious against NESMA Fighters, with the game concluding the six month-long competition. The curtain-raiser to the decider featured an exhibition match between two women’s teams in recognition of NEOM’s inaugural women’s cricket initiative which was introduced this season.

HRH Prince Saud bin Mishal Al Saud, Chairman of the Saudi Arabian Cricket Federation, said: “We are delighted to support NEOM’s cricket partnership with the Rajasthan Royals, which aligns with Saudi Arabia’s broader goals of developing and growing the sport at every level. By developing a vibrant cricket community, we aim to inspire widespread participation and to further establish cricket as a key contributor to the Kingdom’s sports ambitions.” 

Jan Paterson, Managing Director of NEOM Sport, said: “NEOM’s partnership with Rajasthan Royals is reflective of our commitment to fostering an inclusive community and driving lasting social impact through sport. Building on the success of last year’s pilot program, we are thrilled to continue developing cricket as a platform for growth, inclusion and opportunity across NEOM. Together with the Saudi Arabian Cricket Federation and the Rajasthan Royals, we’re creating pathways for men, women, boys and girls to actively engage in cricket while strengthening community ties and contributing to the growth of the sport across the Kingdom.”

Manoj Badale, Lead Owner of Rajasthan Royals, said: “Transforming society through cricket is central to everything the Royals do, and our partnership with NEOM aligns perfectly with this purpose. Beyond the boundaries of the game, this collaboration is about fostering participation, inclusivity, and active lifestyles. Over the past couple of years, cricket has shown its ability to connect and inspire communities, and we are thrilled to be a part of this mega initiative that has brought the NEOM communities closer.” 

Capturing the spirit of community and competition, NEOM and Rajasthan Royal’s cricket program supports NEOM’s vision in growing cricket and redefining livability by placing sport and physical wellness at the center of lifestyles, in alignment with the Kingdom’s national sports strategy.  

NEOM’s partnership with Rajasthan Royals highlights its aspiration to become a global destination for sports through collaborations with renowned organizations, championing livability for its residents and contributing to NEOM’s dynamic economy. 

Baller League raises $25m in Serie A funding

Baller League, a six-a-side football league headquartered in London, has successfully raised $25 million in a Series A funding round led by EQT Ventures.

This development follows a previous funding round of $8 million earlier in 2024. The league is recognized for blending traditional football with modern street culture, creating a unique sports experience that captivates a global audience. Baller League, established in 2023, seeks to redefine the football landscape with its innovative approach, integrating the fast-paced gameplay of street football with engaging fan interactions.

EQT Ventures, a prominent early-stage investor based in Luxembourg, has played a significant role in bolstering the financial backing of Baller League. Notably, EQT Ventures possesses one of the largest early-stage funds in Europe, amounting to €1.1 billion. The firm is known for its strategic partnerships with startups, offering not only capital but also the expertise of seasoned company builders. This collaboration emphasizes the importance of supporting visionary founders to achieve global success.

AFC renews broadcast deal with Sport 24 until 2028

The Asian Football Confederation (AFC) has announced the renewal of its media rights agreement with Sport 24, the dedicated live sports channel for the airline and cruise markets, through to 2028.

The partnership will see Sport 24 broadcast the AFC’s competitions on airlines and cruise ships around the world, including the AFC Asian Qualifiers – Road to 26™, the AFC Asian Cup Saudi Arabia 2027™, AFC Women’s Asian Cup Australia 2026™, as well as the AFC Champions League Elite™ for the 2025/26, 2026/27, 2027/28 and 2028/29 seasons.

Datuk Seri Windsor John, the AFC General Secretary, said: “The AFC is delighted to extend its partnership with Sport 24, which will showcase not only the ever-improving quality of the AFC’s competitions but also expand the reach of Asian football to more audiences.

“We thank Sport 24 for their steadfast belief in the AFC’s world-class competitions and we are excited to strengthen our partnership with them as we strive to create more memorable moments for our passionate fans and travellers all across the world.”

Richard Wise, SVP Content and Channels at IMG, added: “Football is at the heart of Sport 24’s vast portfolio of live sports, which we deliver to international passengers across airlines and cruise ships throughout the year. We’re delighted to extend our partnership with the AFC to bring its world-class competitions to our global audiences for the next five years.”

Sport 24 is owned and operated by the industry-leading global sports marketing agency, IMG. It can be viewed on more than 600 aircrafts and over 120 cruise ships, which include Etihad Airways, Emirates, Turkish Airlines, Singapore Airlines, Cathay Pacific, MSC Cruises, Carnival Cruise Line, Princess Cruises, Royal Caribbean Cruises and more. Sport 24 and Sport 24 Extra are produced from IMG’s production headquarters at Stockley Park, near London’s Heathrow Airport. Sport 24 also shows live action from Formula One, NBA, NFL (inflight only), golf’s majors, tennis’ grand slams, cricket tournaments and more.

The deal marks the latest addition to Sport 24’s extensive live football coverage, which includes the Premier League, UEFA Champions League and UEFA Europa League.

Patrick Murphy, CEO of AFG, said: “We are dedicated to working along with the AFC in achieving their goal of elevating Asian football and making it accessible to fans globally. The partnership with Sport 24 brings us closer to realising this goal by making Asian football competitions available to fans everywhere, including in the skies and across the seas.”

Mumbai Indians sign Lauritz Knudsen as principal partner

Mumbai Indians welcomed Lauritz Knudsen Electrical and Automation (formerly known as L&T Switchgear), a leading player in the Indian Electrical and automation industry and a unit of the Schneider Electric group in India as a principal partner.

As part of this landmark partnership, the Lauritz Knudsen logo will appear on the front of the Mumbai Indians’ official jersey and training apparel, reaching fans at Wankhede and the team’s 50 million global fan base starting in the 2025 season.

“We are thrilled to welcome Lauritz Knudsen Electrical and Automation as our principal partner—a brand that embodies innovation and performance. This partnership is built on the strong heritage of Lauritz Knudsen and the cricketing legacy that Mumbai Indians have crafted over the years. Together, we aim to build on the shared values that unite us, with our fans always at the heart of everything we do,” said the Mumbai Indians spokesperson.

Deepak Sharma, Zone President, Greater India, MD & CEO of Schneider Electric India, said, “Cricket unites India like no other platform, creating connections that transcend borders and cultures. At Lauritz Knudsen, our solutions have fortified the success of our customers for decades, and as we embark on a new growth trajectory aligned with the nation’s vision of ‘Viksit Bharat,’ we remain committed to being a partner of choice for our customers, partners, and stakeholders. This partnership with Mumbai Indians, one of the world’s most successful cricket franchises, perfectly reflects our shared passion for growth, excellence, and performance. We wish the team an exceptional season, confident they will once again elevate the game, setting new benchmarks for class, quality, and innovation in cricket.”

Naresh Kumar, COO of Lauritz Knudsen, added, “At Lauritz Knudsen, our commitment to India is both profound and unwavering. This partnership with Mumbai Indians exemplifies the transformative power of collaboration in driving progress and innovation. As we chart a new course under our reimagined brand identity, we reaffirm our dedication to empowering India’s growth through solutions that inspire aspiration and deliver unmatched reliability. Aligning with Mumbai Indians—a team that epitomizes excellence and an indomitable spirit—enables us to deepen this commitment and engage with millions across the nation in meaningful ways.”

Rajat Abbi, VP – Global Marketing and Chief Marketing Officer of Schneider Electric, Greater India, said, “Mumbai Indians exemplify the passion, focus, and relentless pursuit of excellence that resonate deeply with us at Lauritz Knudsen. With the launch of our new brand identity and our steadfast commitment to driving the nation’s growth, this partnership symbolizes a strong synergy of trust and a shared vision between two iconic brands. In the long term, we see this collaboration as a catalyst—not just amplifying the unifying energy of cricket, but also advancing our mission to empower Bharat and contribute to shaping the New India.”

The partnership between Lauritz Knudsen and Mumbai Indians is a strategic alliance built on a foundation of shared values and synergies that promise to elevate both brands to new heights.

Innovation on Ice: The ISU’s Transformative Path to 2030

The International Skating Union (ISU), the world’s governing body for figure skating, synchronised skating, speed skating, and short track speed skating, is undergoing a transformational shift to align its sports with the demands of modern audiences while fostering deeper engagement with athletes and fans. This is underpinned by ISU President Jae Youl Kim’s ‘Vision 2030’ strategic roadmap, which highlights growth, opportunity, innovation, safeguarding, and unity as its key pillars. 

ISU Director General Colin Smith spoke to iSportConnect about how the organisation is evolving and innovating to deliver on this new future for global skating.

Since the election of President Kim two years ago (read here), the ISU has been actively restructuring its governance to position itself as a more agile and future-ready organisation. Colin Smith, who joined in late 2023 (read here), has played a pivotal role in assembling a leadership team with expertise from outside the skating world. This approach combines the ISU’s historic foundation—it is the second-oldest international federation—with fresh perspectives to reimagine its sports for a new era.

“We’re going through real transformational change. Our President was elected two years ago with a very clear and ambitious plan, outlined in Vision 2030, aimed at growing and repositioning all our sports. I joined the organization at the end of last year, bringing an outside perspective to skating, and have spent the past nine months restructuring the organization to progressively implement the various facets of this bold new vision”.

Reimagining Competitions to Attract Global Audiences

Central to the ISU’s strategy is the modernisation of its competition formats. 

“We want to revamp the presentation of how our events are delivered. Our approach is to create entertaining shows that highlight performances on the ice in a much more engaging, fun and dynamic way. Vibrant new branding, venue dressing, music, lights effects, TV graphics, infotainment and compelling storytelling content are some of the methods which we will consistently apply across all ice-skating sports but with adaptations to the style and personality of each of them. The ultimate goal is to better connect, absorb and involve our fans in our amazing sports.”

The ISU recently launched the ISU Short Track World Tour, which rebrands and repackages existing World Cup events into a cohesive global series spanning North America, Asia, and Europe.

The tour introduces novel elements to boost commercial appeal and fan engagement, including dynamic team identities like the Japanese Ninjas and Dutch Lions. These changes have created new intellectual property and transformed every race into an Olympic-caliber event, amplifying its appeal for fans and broadcasters.

“Rather than teams racing as their national team, they’ve got new engaging identities. These have provided new hooks for all the teams to engage with and the skaters themselves have got involved. It was about creating a new buzz for the sport and creating new commercial inventory.”

The ISU has also invested in technological enhancements, such as improved video assistant referee (VAR) system for quicker decision-making, and live referee explanations akin to the NFL, adding transparency and excitement for viewers.

In figure skating, efforts are underway to modernise the sport’s traditional image. Enhanced digital signage and LED displays are being introduced at major events like the ISU Grand Prix of Figure Skating Final and ISU World Figure Skating Championships, creating a contemporary aesthetic while showcasing the artistry and technical precision of the sport.

Fan-Centric Innovation and Engagement

The ISU has overhauled its online presence, launching Home of Skating, a dedicated fan-focused website (isu-skating.com) alongside its institutional platform (ISU.ORG). This dual approach ensures fans can access dynamic, multimedia content while the ISU has a dedicated channel for its broader stakeholder communication.

The ISU will also empower skaters by giving them direct access to and sharing their competition clips and images, enabling them to grow their personal brands and connect with fans through more authentic content.

Recognising that each skating discipline resonates with distinct demographics and geographical markets, the ISU is refining its fan engagement strategies to better connect with audiences worldwide. With China and South Korea identified as key markets, the ISU is building on its strong presence on Weibo in China by expanding its digital footprint. Recent initiatives include launching accounts on Naver (South Korea), as well as Red and Douyin (China), to further enhance its reach and engagement in these regions. The ISU is also  is introducing digital innovations to engage younger figure skating fans while retaining its core older, predominantly female audience. For speed skating, efforts are focused on preserving the sport’s rich tradition while integrating new formats like mass-start races to keep fans engaged, and short track events now feature DJs, light shows, and immersive atmospheres, increasing appeal for younger audiences.

“We take a different approach to each discipline which, from a commercial point of view, allows us to have much greater segmentation and that’s one of the key focuses of our new commercial strategy”.

The ISU’s commercial strategy has also undergone significant changes, particularly in its approach to sponsorship. The ISU Short Track World Tour, for example, which kicked off at the end of October for season 2024/25, is positioned as a prime property and unique opportunity for a title sponsor to grow, from the ground up, together with the ISU. 

“We’re looking for a dynamic brand to come in and work with us and really just explode this tour and maximise exposure in the run-up to the Olympics”.

Athlete Safeguarding and Grassroots Growth

The sport has been grappling with the issue of athlete safeguarding for some time, and as such this is a cornerstone of Vision 2030. The ISU has enhanced its reporting mechanisms to provide a safe environment for skaters, ensuring issues are addressed transparently and promptly. This commitment extends to supporting athletes’ professional and personal development, fostering a culture of trust and collaboration.

“Athletes are the focal point of all sports, and at the ISU, their welfare and well-being is our primary concern. Safeguarding is a key pillar of our ISU Vision 2030, and we are committed to strengthening measures across all ice-skating sports to better protect and promote skaters’ physical and mental well-being. To shine a light on this critical issue, we hosted Gracie Gold, a two-time U.S. champion and Olympic bronze medalist in Figure Skating, who dealt severe mental health struggles at the time she competed as an elite figure skater. A poignant story she shared during the latest ISU Congress in June this year. Together, we are committed in doing everything possible to ensure our sports remain safe, clean, fair, and sustainable.”

At the grassroots level, the ISU is working with member federations to roll out new programs aimed at getting more young people onto the ice, whether for recreational skating or competitive development. However, access to ice time remains a significant challenge, highlighting the need for greater infrastructure investment to unlock the sport’s full potential.

Innovating with Technology

The ISU is embracing cutting-edge technologies to enhance its sports’ appeal. Projects include leveraging AI and computer vision for judging in figure skating, particularly for technical elements like jumps. This technology could revolutionise the sport’s scoring system, ensuring greater accuracy and objectivity.

Additionally, the ISU is exploring innovative data applications, such as tracking heart rates and acceleration during races to create richer storytelling for fans and new commercial opportunities. Efforts to develop lightweight, accessible streaming solutions for grassroots and junior events are also in the pipeline, promising to expand skating’s reach globally.

A Bright Future on the Ice

The coming months promise to be action-packed for the ISU and skating enthusiasts, with the Short Track World Tour in full swing, the Grand Prix of Figure Skating Final set for early December in Grenoble, and the World Figure Skating Championships scheduled for March 2025 in Boston.

Preparations for the Winter Olympics Milan-Cortina 2026 are also well underway, with Short Track set to serve as the first fully-fledged test event for the Games in February 2025. The ISU is able to leverage its position as an indoor winter sport to offer a stable, weather-independent option for broadcasters, further boosting its commercial appeal.

Under the guidance of Vision 2030, the ISU is repositioning itself as a forward-thinking, fan- and athlete-centric organisation. From modernising competitions and fostering grassroots growth to embracing cutting-edge technology and enhancing athlete welfare, the ISU is skating boldly into the future.

Williams Racing signs Santander as official retail banking partner for 2025

Santander announced a new sponsorship with the Formula 1 team Williams Racing. The bank will become an official partner of the team starting from the 2025 season. This multi-year agreement will complement the overall F1 sponsorship, as Santander will also become the official retail banking partner of F1 in 2025.

This sponsorship will allow Santander to connect with customers offering exclusive experiences, with access to the paddock and drivers’ events. Williams Racing also offers Banco Santander a global platform to increase its brand visibility, especially in the US, where there are three F1 races, and the team will showcase the Openbank brand. Santander recently launched Openbank in the US market. The collaboration includes the presence of the Santander or Openbank logos on the race car chassis top, drivers’ helmet chin, and team’s sleeve, as well as participation in exclusive events and digital campaigns.

Juan Manuel Cendoya, global head of Communications, Corporate Marketing and Research of Santander and vice chair of Santander Spain, said: “We are delighted to partner with Williams Racing with a tactical agreement that allows us to keep offering exclusive experiences to our customers and continue to support Carlos Sainz in his new stage. This is one of the most historic teams with the greatest legacy in F1, and complements our role as the official retail banking partner of the competition with a focus on our main markets.”

James Vowles, Team Principal, Williams Racing: “Williams Racing is proud to add Santander to our growing roster of iconic and innovative partners for 2025 and beyond. Joining forces with a global banking giant trusted by tens of millions of people around the world is another significant step in our transformation and we look forward to working with Santander to engage and excite fans in the years ahead.”

Santander branding will feature on the car for this week’s end-of-season test in Abu Dhabi.

Santander has been involved with the F1 for 15 years since 2006, sponsoring both races and teams such as Scuderia Ferrari and McLaren.

World Aquatics and Sony ink official partnership

World Aquatics and Sony Corporation (“Sony”) today announced an unprecedented Official Partnership for the four years to 2028, which will transform the way aquatics fans engage with and consume aquatic sports.

Based on this agreement, Sony will support all World Aquatics competitions held through to the end of 2028 as an Official Partner, starting with the World Aquatics Swimming Championships (25m) from 10-15 December of this year in Budapest, Hungary.

World Aquatics, the international governing body for six aquatic sports – swimming, water polo, diving, artistic swimming, open water swimming and high diving – strives to develop all aquatics under the vision of “A world united by water, for health, life and sport.” Sony aims to continue delivering Kando* to people worldwide under its mission to “Create the future of entertainment through the power of technology together with creators.”

Both parties have a mutual understanding of their philosophies and will work together to apply technology to promote aquatics to a global audience.

Sony will further contribute to sharing the awe-inspiring moments of aquatics athletes’ achievements with the world. World Aquatics’ official photographers and videographers will use Sony’s cutting-edge technology, including Alpha™ mirrorless cameras, versatile interchangeable lenses including G Master™ lenses, Cinema Line cameras and system cameras.

In addition, Hawk-Eye Innovations, a Sony group company with a proven track record of providing officiating services for global sports events, will help further contribute to fair competition management through video replay services.

Working alongside World Aquatics, Sony photographers will document the most memorable moments at marquee World Aquatics events, sharing these images with audiences worldwide. A dedicated platform for the aquatics imagery will debut in late December, allowing fans to access dynamic event highlights and exclusive medallist photo shoots.

World Aquatics President Husain Al-Musallam hailed the landmark agreement, stating:

“I am extremely excited about this partnership. Working with Sony will bring new opportunities to World Aquatics and our athletes. Sony’s cutting-edge technology and commitment to excellence will elevate the experience of our competitions, capturing the intensity and artistry of aquatic sports in innovative ways that engage and inspire global audiences. Together, we are committed to enhancing our sports’ visibility, celebrating the achievements of our athletes, and giving our fans an unrivalled experience.”

“We are pleased to become an official partner of World Aquatics, which provides wide-ranging support to aquatics athletes and fans,” said Kimio Maki, President and CEO, Sony Corporation. “Sony will contribute to the development of aquatic sports by leveraging technology to enhance the Kando* created by diverse athletes and creators and deliver it to fans around the world.”

The Good, the Bad and the Not-so-great of 2024 sport online

In this Member’s Insight piece, Arc & Foundry’s director David Granger writes how it has been another great year for sports activation. From the Olympics in Paris to the Euros in soccer to the kings of sporting reality TV, we’ve not been short of great events, partnerships and documentaries to promote via digital and social. Look no further if you need a handy guide to what went down. Here’s our of the year – acknowledging the good the bad and the did-that-really-get-signed-off of 2024…

The Best Partner Announcement Video

Williams F1 team might not have had the greatest season on the track this year, but one thing they did win was our first award. The Argentine e-commerce company Mercado Libre’s announcement video using (Argentine) driver Franco Colapinto was appropriate, timely and – a rarity for sponsor films – funny. The team did however let 

themselves down slightly with the pictures which accompanied the story that Gulf’s Reviva was their Official Coffee Partner. Drivers are great at driving. Drivers as models drinking coffee? Not so much.

Best Rapper at the Olympics Award 

In a tight, two-horse race with Snoop Dogg, it was arguably Public Enemy’s hypeman, and global treasure Flavor Flav who took gold, swapping polemic for water polo, attending the US women’s matches and becoming one of their financial backers. Which made for great pictures, great reaction on social and a great result for the team.

The Put It In The Louvre Award

The brilliant ArtButMakeItSports continued to turn out great works of social media by pairing and comparing sports images with classical art. It’s bringing a touch of high culture to sports photography and a few laughs. And, you get double kudos points for naming the original artist and their work. Find the pics and the paintings they inspired here 

The ‘Is That It?’ Damp Squib Award

While it was far from the worst reveal of the year, given the noise and hype surrounding HP becoming the Ferrari F1 team’s title sponsor, the big Miami reveal felt a bit flat. And, if ever there was a team associated with a primary colour, it’s Ferrari. Adding blue to the palette to placate the new sponsor and then dressing them up as “Azzurro La Plata” and “Azzurro Dino” felt as if the Scuderia was clarifying just a little too much. 

The Internet Sleuths Are Go Award

Compare and contrast HP on Ferrari with the genius Peroni 0.0 announcement: simple video, clean image and firing the starting pistol on an internet conspiracy theory. On the classic racing car pictured was the number 44… Lewis Hamilton’s race number. The Peroni deal broke cover January 30, a full three days before Hamilton broke his own news that he was leaving Mercedes to drive for Ferrari. Was it an easter egg? A clever leak? No. The car in the ad was a model of Maurice Trintignant’s Ferrari 625 car in which he won the 1955 Monaco GP.

The Back to Grassroots Shirt Reveal Award

As other leagues are fiercely debating the rules of financial ownership, it’s good to see Torquay United celebrating its own with its third shirt release. All the individual investors of the TUST’s Community Share Issue have their names woven into the fabric. The release was announced with a great video shot at the seaside home of the English National League South side with some of those loyal fans. That’s how to do kit launches. 

Best Activation of the Year (…might be the decade)

Who’d have thought that the best activation of the year would have been a locally focused disruptive campaign for the Australian carshare arm of Uber and that Valtteri Bottas, the Finnish Stake F1 driver would be its understated, deadpan star? Well, the mullet may have given it away. It (the ad, not the haircut) caught your attention, it was funny, it cut through a lot of noise and shows that a little bit of humour goes a long way. Check out the video and HP take note.

Did we miss any? What were your best (and not-so-best) digital activations of the year? And what is next year going to bring? 

David Granger is a director of Arc & Foundry content marketing agency.