Is Netflix indicating it may be more open to sports? 

Ian Whittaker, Twice City AM Analyst of the Year explores the attitude of Netflix towards sports.

Netflix produced Q1 results last week that blew past expectations when it came to subscriber expectation although the news was overshadowed by its announcement it would stop reporting quarterly subscriber numbers from next year, a move that both caught the markets by surprise and raises questions about its expectations for future growth. However, there was also another comment in here about Netflix’s attitude to sports which may suggest a changing its strategy. 

Ted Saranos pointed out that Netflix is not “anti-sports” and the key is whether these events can make money. It was clear from the statement that “So when and if those opportunities arrive that we can come in and do that, which we feel like we did in our deal with WWE, if we can repeat those dynamics and other things, including sports, we’ll look at it for sure.” that Netflix is going to be looking at sports opportunities when they arise, 

That makes sense long-term. While it does not make economic sense for the major streaming players to pick up the major European sports rights given the trade off between the size of the market and the economics, in the US, if Netflix is a believer in its case that US linear television viewing will continue to decline and more move to streaming, then the logical conclusion should be that it needs to gain more sporting rights, given major sports games not make up over 90%+ of the most watched linear shows. If it doesn’t, it risks being condemned in the long-term to a more junior status. 

There are two other considerations here for Netflix when it comes to sports. The first is Netflix’s Gaming strategy. That has been touted as one of Netflix’s key routes to future revenue growth. But like the dog that didn’t bark, one thing that was interesting in the Netflix call was the lack of description of what is happening on the Games side, which is a big part of supposed future growth. Given the Games industry is not in the best shape right now, there is a question here for Netflix in whether their view of the opportunity has changed and, if it has, what will replace what it had told the financial markets was a key part of their growth strategy. Sports may play a role in this. 

However, the second factor is even more important. Another key part of Netflix’s growth strategy is to build up advertising revenues. Indeed it stated omn the call that its advertising membership tier was up 65% QoQ after nearly 70% growth in each of Q3 and Q4 23 (although it is hard to know how important it is given we do not have absolute numbers) and that over 40% of new subs took the ad tier product. That is great but – at least for the US – Netflix still has to answer the question of how it will build a meaningful advertising model if it does not get more aggressively into sports. That seems to be a fact that the likes of Amazon and YouTube (and, to some degree, Apple) have grasped but, while Netflix now has the WWE rights, this is now more niche than mainstream. The simple fact is that, compared to other Tech giants (and indeed the Media companies), Netflix is still outgunned when it comes to the amount of cash it generates and therefore how much it can bid for major rights. 

In conclusion, it feels like Netflix is preparing itself for more of a push into sports – at least in the US – even if this is a multi-year plan of attack. While it remains to be seen whether it will go for niche sports than the big premium ones, it feels like Netflix is realising it cannot avoid the sports question any longer.

As usual, this is not investment advice. 

ATPI Group acquires motorsport travel agency FAST

ATPI Group has announced the acquisition of Italian-founded motorsport travel agency, FAST.

The strategic move is part of the Group’s wider plans to expand and enhance its presence in the sports travel sector while allowing FAST to strengthen its presence internationally.

Headquartered in Ravenna, Emilia-Romagna, FAST organises travel solutions for prominent sporting events such as the World Speed Championship (MotoGP) and the World Superbike Championship, as well as specialising in business travel, television and film production sectors. With a remarkable 32-year accreditation in the MotoGP paddock, FAST has established itself as a key player, pioneering a circuit management and assistance system that is widely emulated across the industry.

ATPI Group’s acquisition of FAST demonstrates the company’s commitment to delivering cutting-edge solutions to meet the evolving needs of customers within the dynamic world of sports travel. Boasting nearly three decades of experience working alongside high-profile athletes, international sports teams, and organising committees and federations, ATPI Group brings elite sporting travel expertise to major sporting events across the world every year.

Ian Sinderson, CEO of ATPI Group, said: “We’re delighted to begin our partnership with FAST and continue to develop our growth within the Sports Travel and Events sector. This combination of our two brands is a perfect opportunity, combining FAST’s specialisms in motorsports and ATPI’s global reach and experience with other leading events like the Olympic Games, Commonwealth Games, The Ocean Race and the Rugby World Cup.”

Massimo Bertozzi, CEO of FAST, added: “Today marks a significant milestone for FAST. With ATPI’s high-touch service levels and esteemed global reputation, matched with FAST’s extensive knowledge on the racetrack – the opportunity to expand our international reach opens up once unimaginable possibilities. We look forward to bringing our clients on this journey and establishing a formidable partnership with Ian and the wider team.”

IOC unveils the Olympic AI Agenda

The International Olympic Committee (IOC) has launched the Olympic AI Agenda. The initiative was introduced during an interactive event held at Lee Valley VeloPark at Queen Elizabeth Olympic Park, home of the Olympic and Paralympic Games London 2012.

Introducing the topic to a global online audience and more than 100 journalists on site, President Bach explained: “When we launched Olympic Agenda, our comprehensive reform programme, in 2014, we did so under the slogan ‘change or be changed’– for some of you here in Great Britain this may sound familiar, it’s about ‘To be, or not to be? That is the question”. Today we are making another step to ensure the uniqueness of the Olympic Games and the relevance of sport, and to do this, we have to be leaders of change, and not the object of change. Today, with the ever-accelerating development of digital technology, and in particular AI, we are again at such a crossroads. From our Olympic Agenda, we know that you can only be the leader of change if you take a holistic approach. While we have already seen some stand-alone AI initiatives in some specific areas of sport, there has not yet been an overall strategy for AI and sport. This is why, today, we are presenting this first holistic approach: our Olympic AI Agenda.”

The IOC President continued: “At the centre of the Olympic AI Agenda are human beings. This means: the athletes. Because the athletes are the heart of the Olympic Movement. Unlike other sectors of society, we in sport are not confronted with the existential question of whether AI will replace human beings. In sport, the performances will always have to be delivered by the athletes. The 100 metres will always have to be run by an athlete – a human being. Therefore, we can concentrate on the potential of AI to support the athletes.

“AI can help to identify athletes and talent in every corner of the world. AI can provide more athletes with access to personalised training methods, superior sports equipment and more individualised programmes to stay fit and healthy. Beyond sporting performance, AI can revolutionise judging and refereeing, thereby strengthening fairness in sport. AI can improve safeguarding in sport. AI will make organising sporting events extremely efficient, transform sports broadcasting and make the spectator experience much more individualised and immersive.

The British & Irish Lions collaborate with production company Whisper

The British & Irish Lions have partnered with entertainment production company Whisper to create Lions Productions ahead of the 2025 Tour to Australia.

The partnership will see Lions Productions produce the documentary for the 2025 Tour as well as all in-house content production and exclusive behind-the-scenes content including for the newly formed Lions Women’s Team.

The formation of Lions Productions formalises a partnership which for the 2021 Tour delivered the Emmy-nominated all-access documentary Two Sides. This built on a heritage of iconic British & Irish Lions Tour documentaries and also told the story from within the South African camp for the first time.

This longer-term agreement will mean that as in 2021 Whisper will film all in-camp content incorporating broadcast, highlight packages and official digital content.

As well as being the exclusive provider of Lions content, Lions Productions will also act as the in-Tour production company for The British & Irish Lions partners, who together with the Lions and Whisper are focused on leveraging the reach and appeal of the Tour through ambitious and creative storytelling.

Whisper has been a multi-year production partner for World Rugby and produced the Front Row Daily Show for the All Blacks’ streaming platform NZR+ during the 2023 Rugby World Cup. Whisper Cymru produced the Rugby World Cup for S4C, and it is production partner for the Welsh Rugby Union as well as producing the Women’s Six Nations for the BBC.

Ben Calveley, CEO, British & Irish Lions said, “We are delighted to announce the formation of Lions Productions with Whisper which presents a milestone moment for The British & Irish Lions. For the first time the Lions now has an exclusive, in-house content offering which will allow us to bring fans premium and engaging content throughout our Tour cycle. We know how important connecting with our fans is and Lions Productions will allow us to do so like never before as well as providing greater value for our partners.”

Carys Owens, Managing Director, Whisper Cymru: “Delivering sport as entertainment and telling great stories is what we do at Whisper, so to join forces with a formidable sporting brand like The British & Irish Lions and its partners, who are bursting with stories waiting to be told, is beyond exciting. Our last partnership brought great success and we will once again draw on the expertise of our documentary, digital, entertainment and broadcast teams to produce exciting content for this groundbreaking agreement.”

FIBA 3X3 joins forces with Karl Lagerfield to engage new audience

FIBA 3×3 and KARL LAGERFELD have announced a unique partnership for the FIBA 3×3 2024 season that celebrates the urban culture of basketball and the global influence of KARL LAGERFELD’s iconic style and spirit. The collaboration will connect the world’s number one urban team sport with the world of fashion for the very first time.

As part of the collaboration, KARL LAGERFELD and FIBA 3×3 will collaborate with 3×3 players from different teams and countries to highlight their enthusiasm, urban street culture, and the vibrant array of communities they represent. Engaging intimately with this specific angle of urban culture through 3×3 and drawing from FIBA’s international audience which spans diverse cultures and communities.

“I am very proud to collaborate with FIBA 3×3,” says Pier Paolo Righi, CEO of KARL LAGERFELD. “Embrace the present and invent the future,” is our mantra, which strongly matches the ethos of this emerging sport. We believe that fusing our iconic DNA with the 3×3 urban twist will prove extremely exciting to KARL fans around the world, and we hope that bringing our innovative vision into the mix is going to prove inspirational for both the fashion and sports industries going forward.”

“We are delighted to partner with KARL LAGERFELD for this exclusive collaboration, which will engage new audiences in 3×3 basketball. Together, we share a commitment to innovation and to embrace the cultural influences that transcend sport and fashion. The urban spirit of the KARL LAGERFELD brand aligns perfectly with the dynamic, fast-paced nature of 3×3 basketball.” Alex Sanchez, Managing Director, FIBA 3×3.

Fans can look forward to a range of events and promotions throughout the season, blending 3×3’s playful spirit with KARL LAGERFELD’s signature contemporary style. The partnership launched with customised collaborations during the Qualification Tournament in Hong Kong on 12-14 April and will continue with the Qualification Tournaments in Japan and Hungary on 17-18 May, spotlighting the dynamic energy of 3×3 basketball and engaging with an enthusiastic global audience.

Magnifi launches GenAI graphics platform Design-Systems-As-A-Service

Magnifi has unveiled a GenAI graphics platform, which aims to provide fully automated graphics workflows across all digital media asset classes.

Named Design-Systems-As-A-Service, it integrates with brand guidelines to produce the graphics, and sits alongside its automated clipping, highlights, and archive tools. This move comes after Magnifi parent company Videoverse acquired AI-powered graphics engine company Optikka last year.

In addition to the AI-powered graphics, Magnifi has also revealed an extension for Adobe Premiere Pro that allows users to access Magnifi-indexed libraries directly within the editing software. This comes shortly after it integrated its automated highlights solution with Grabyo’s cloud production platform last year, and received a £35.4m investment from Bluestone Equity Partners.

Vinayak Shrivastav, CEO and co-founder at Magnifi, said: “This new platform represents a significant leap forward in automated graphic design, empowering organizations to produce visually compelling content at scale while maximizing efficiency and creativity.”

Daniel Evans, SVP of sales at Magnifi, added: “We are excited to join forces with Grabyo and Adobe to bring even greater value to our customers. These strategic partnerships underscore our commitment to innovation and our mission to empower creators with cutting-edge tools that simplify and elevate the video production process.”

War & Peace at the Paris Olympic Games

With less than 100 days to the Paris Games, international major events and Olympic Games advisor Michael Pirrie outlines the key issues and themes likely to dominate the world’s biggest event.

GAMES D-DAY

The D-Day ceremonies in France in early June will have heightened significance for both the international community and host nation of Paris and the rapidly approaching Olympic Games.

The gathering of national leaders, families of the fallen, veterans and survivors of the pivotal Second World War battle, which changed the course of the war in favour of the Allies, also comes at another significant moment.

The 80th D-Day anniversary ceremonies in Normandy, northern France, will take place in the shadows of Russia’s cataclysmic war in Ukraine, the first major land conflict in Europe since World War 11.

It will also take place against a widening conflict in the Middle East as Iran intervenes in the Gaza war against Israel.

The D-Day ceremonies will attract global attention, world leaders and heads of state from across Europe and beyond just weeks out from the Paris Games.

Those leaders will return to France again to attend the Opening Ceremony of the Olympic Games in Paris.

According to French organisers, Russia’s leader, Vladimir Putin will not be welcome at the landmark D-Day anniversary, just as he won’t be allowed to attend the Paris Games, as the Olympics continues to reflect the world’s rapidly changing geopolitical landscapes impacting on sport.

“For more than two years now, the Russian Federation has been waging a war of aggression against Ukraine, which France condemns in the strongest possible terms,” the organisers said announcing the move.

PARIS PRELUDE

Extraordinary security will be in place for the D-Day anniversary and for the Paris Games.

The prelude to the Olympic Games against such a backdrop of war settings will provide the context for the much anticipated Paris Games.

If the Olympic Games journey from Rio to Tokyo was unprecedented, passing through a global pandemic, the onward connection to Paris looms as an epic follow up.

With the Torch Relay commencing earlier this week in Greece, bound for Paris, the countdown to the 2024 Games is now officially underway.

The Olympic Games space ship will soon be taken to its launching pad in central Paris for lift off in the 26 July opening ceremony.

The proximity of Paris to Russia’s war in Ukraine – just three flying hours from Kyiv – will shape the international environment surrounding the Games in key ways.

The countdown to Paris is taking place amid growing security concerns in NATO and amongst governments, governing bodies, and Olympic committees of Europe, closest to the war.

Putin’s refusal to stop the slaughter in Ukraine while still threatening nuclear strikes, means the war and Olympic Games are on a seemingly unstoppable collision course.

It’s now increasingly evident the world’s premier sporting event dedicated to peace will take place on a host continent moving towards a pre-war footing.

KEY GAMES THEMES & PRIORITIES

This in turn will shape the narrative of the Paris Games, and its central themes likely to revolve around war and peace.

It will also determine priorities in Paris.

Nothing will be more important than security as organisers finalise operational plans for unprecedented safety in the French capital for world leaders, Olympic teams, committees, sporting officials and others to avoid possible fall out from Russia’s war in Ukraine and Middle East tensions

While Chinese fighter jets invaded Taiwan’s air space in the countdown to the Beijing 2022 Games, forcing Olympic peace doves to find alternative flight paths into the host city, the doves this time may need aerial armour for protection against drones and missiles on route to Paris.

GAMES OF HOPE

The Olympic Games has moved into the business of hope as a metaphor for sport in troubled times over the past decade under current IOC president Thomas Bach.

The troubles started after the spectacular success of the 2010 Winter Olympics in Vancouver, which was quickly followed by the London Summer Olympic Games in 2012, regarded by many as the best of the modern era, following closely in the footsteps of the universally acclaimed Sydney 2000 Olympics, which set a new benchmark.

Sochi followed the London Olympics ten years ago, triggering a decade of widespread moral and sporting despair that could have come straight from the pages of an updated draft of Dostoevsky’s ‘Crime and Punishment’ novel – the plot this time dealing with the national and personal responsibilities of secret government doping programs for Russian athletes.

Revelations of state sponsored doping in wake of a record medal haul by Russia at its home Olympics in Sochi, rocked international sport and the fall out continues today.

DECADE OF DARKNESS FOR SPORT

The decade of Russian-induced despair in sport has continued with Putin’s apocalyptic invasion of Ukraine more than two years ago, taking the international community and sport to a new flashpoint.

Russia’s war has so far killed more than 400 members of Ukraine’s sporting community – approximately the same as the biggest national Olympic teams that will compete in Paris.

Those killed by Russian troops, missiles or other weapons of war have included talented, young footballers, record breaking marathon runner, snow board champion and many other athletes who dreamed of representing their sports proud nation at international competitions, especially the Olympics.

The terrible loss and suffering inflicted by invading armies from Russia has included rape and torture of countless Ukrainians representing a human tragedy on a vast and unimaginable scale.

This plague of death and suffering enforced on innocent Ukraine families and residents has been carried out by a super power that uses sport to promote itself on the world stage.

This has darkened international landscapes and raised urgent questions about sport’s roles and responsibilities in such horrific circumstances.

These questions have centred especially around whether athletes from Russia, which has been accused by international tribunals and experts of war crimes, should be allowed to attend the Paris Games, and the Olympic Movement’s commitment to peace.

This has prompted further questions about whether sport can be neutral to Russia’s slaughter of human life and presence in Paris.

This could see Russian athletes competing in Paris while fellow countrymen conduct torture, kidnapping and mass murder operations in nearby Ukraine.

Russia’s murderous war and violent ideology towards women and children as well as the elderly have made participation in Paris about sport’s heart, soul, humanity and integrity as well as neutrality, as highlighted by Seb Coe, president of World Athletics, the most important Olympic Games sport.

Putin needs the Olympic spotlight, according to Russia watchers, as battlefield casualties continue to mount and pockets of domestic discontent linger despite his recent reelection and sudden, suspicious deaths and imprisonment of critics

Putin also fears losing the Olympic stage to US, Canada, Great Britain and other western nations supporting Ukraine.

The IOC and World Athletics have armed Ukraine’s athletes with sports equipment and safe training locations, while the West has armed Ukraine with military equipment and training.

WAR & PEACE IN PARIS

The moral, ethical, legal and political debates over Russia’s presence in Paris, as independent neutral athletes, has divided governments, sporting leaders and federations, and wider international community.

The IOC has provided important leadership in trying to reconcile the conflicting positions on Russia’s Olympic future.

The effort has centred on finding a meaningful position on sport neutrality that can be supported by Olympic stakeholders.

This has focussed on the principle that athletes can’t be held responsible for the actions of governments, while the extremely close – and dependent – relationship between a corrupt Russian sports system and Olympic committee with the Kremlin, which controls sport, has made it almost impossible to separate sport from politics, leading to fundamental doubts about the possible neutrality of Putin’s athletes.

The enormous suffering and global impact of Russia’s war also means that neutrality in Paris is about more than sporting dogma.

Senior western military analysts and several sports officials have expressed major concern that the presence of athletes from Russia in Paris will inevitably be portrayed by Putin as a gesture of forgiveness and support from Olympic and international sport, endorsing the war.

While Ukrainian athletes have perished on the front lines, Russia’s athletes are expected by their national Olympic committee to support the war, but are spared military service to prepare for a Games call up.

Their places in the war are taken by legions of disadvantaged and vulnerable young Russian men whose lives are regarded as expendable or not valued because they might not be gifted enough to compete in Paris.

Instead, they are sent to early deaths by the Kremlin in a pointless war.

Meanwhile, one of Russia’s most celebrated athletes of recent times, Olympic gold medal pole vaulter Yelena Isinbayeva, long suspected of having close links with Putin and holds honorary rank of major in the Russian army, is reportedly living in a secure luxury home outside Russia.

TRUCE TIME

The search for an agreed international position on Russia has become increasingly urgent as time starts to run out for peace in Paris, with French President Macron recently calling for a temporary truce in international conflicts during the Games.

Macron said France would “do everything” to bring about a truce in conflicts in Ukraine, Gaza, and Sudan.

The IOC president has correctly portrayed the last Summer Games in Tokyo, delivered against doomsday like scenarios in a Covid-19 world, as a beacon of hope; a symbol of solidarity and recovery.

This time the IOC is up against another mass murdered in Putin who specialises in killing hope.

Unlike the Covid pandemic, the world cannot be vaccinated against Putin nor the dangers that Russia poses to world peace and possibly the Games.

Russia’s war in Ukraine, along with rising Middle East war concerns and return of violent Islamic State operations in Europe alters the nature of risk in Paris – the fatal air borne Covid-19 virus particles that threatened the Tokyo Games to lone wolf fanatics and highly organised terrorist cells and protest activist groups seeking global attention.

While the French President has recently warned that Putin would attempt to undermine Paris, the Russian dictator and Kremlin have stepped up attacks on IOC President Bach, angry that neutrality protocols will limit Russian athletes, and restrict Russia’s visibility at the Paris Games.

The Olympic Games is a key global target for Putin’s domestic and international audiences and war propaganda strategy.

The Kremlin has also waged a disinformation campaign against Seb Coe, President of World Athletics, over a ban placed by Coe and his executive board on Russian athletes competing in track and field, the highest profile sport in Paris.

The attacks on Bach and Coe form part of a Kremlin strategy to discredit those who raise concerns about Russia’s conduct in international sectors important to Putin’s domestic and international audiences and image, including sport.

Leading British sports and Olympic figure, Sir Craig Reedie, former WADA head, who over saw investigations that helped to expose the vast hidden scale of doping and corruption in Russian sport, is suspected of being targeted by a Kremlin agent involved in the attempted poisoning of a Russian double agent living in England.

Bach, Coe and other Olympic sporting leaders have provided urgently needed safety, shelter, security and support to Ukraine’s stricken athletes, families and communities.

These pre-Games Olympic rescue efforts, in the face of Russian pressure and other geopolitical obstacles, have provided much needed hope to Ukraine’s stricken communities.

This has raised hopes, as the Olympic Torch Relay continues its journey to Paris, that the city of light will host Games that will cut through the darkness and despair of Russia’s war in Ukraine, Middle East tensions and other combat zones, and unite a war divided world with hope of possible better outcomes ahead.

SportAccord Throws the Door Wide Open to Esports 

Gaming was a high-profile theme at SportAccord in Birmingham last week and it’s clear that the traditional sports world represented by the international federations has finally grasped that there has been a shift of passion and influence in our culture that is forcing them to play catch-up.

In the first place it’s just about scale. There are close to three billion gamers worldwide. Gaming industry revenues are estimated to exceed $300 billion annually. The opening conference interview with Epic Games co-founder Mark Rein and Nate Nanzer, the company’s head of global partnerships, made clear that if you want to connect with today’s young people you will find them on gaming platforms like their Fortnite. 

Ever since gaming emerged, sports have tried to get into the space by creating or endorsing digital versions of their own sports. With a few obvious exceptions like soccer, the NFL and the NBA, it doesn’t work. 

More important, it’s not the point. Young people are gaming because of the experience of the games they play, like DOTA2 or League of Legends or Fortnite, and those games have cost millions to develop. As many sports have already learned, you can’t just plonk something like volleyball or archery into a digital environment and expect it to be compelling.

“You need to ask what your objective is,” Nanzer said. “If the objective is to do esports because you think it will a new revenue stream, I don’t think that is the best path. But if you want do esports because you think it’s an authentic way to engage with the community, I think you can find success there.”

Crucially, he made clear that some of the technology that makes Fortnite so engaging, not to say addictive, is now available to sports in Epic Games’ proprietary Unreal Engine. ESPN is already using it to power graphics in broadcast sports coverage and even experimenting with incorporating characters from Disney’s Toy Story into sports presentation.

The SportAccord hosts were keen to highlight esports in the exhibition area. Although esports, in which participants compete in games like the ones mentioned above, is a relatively small part of gaming as a whole, revenues are already approaching $2 billion. 

The popularity and engagement are such that one of the speakers on an esports panel made perhaps the most striking remarks of the conference.

Alban Dechellotte, the CEO of the G2 Esports team, noted that to date the trend has been for teams in existing traditional sports like soccer to have esports teams with the brands of their clubs.  Perhaps the time is near, he commented, when it will be the other way around, and traditional sports teams will be branded G2 and piggy-back on the fandom of esports. This is especially relevant in Asian markets. 

Governance is always a theme at SportAccord. The traditional governance model with an international federation at the top of the pyramid is one that’s being promoted for esports and it was advocated in the conference by Paul Foster, CEO of the Global Esports Federation.

In principle the esports world does not need to go this route. Organisers are free to hold their competitions just the way they are already doing very successfully without the baggage of any overarching governance structures. 

However, if they want to tap into public funding or use publicly owned facilities or even have esports played in schools on rainy days, they might benefit from some form of traditional governance. In some countries they might have no choice but to be part of the formal sports hierarchy.

But governance cannot do away with the fundamental difference between gaming-based esports and sport as we have known it. Games belong to the private sector. They are produced, owned and licensed by companies like Epic Games and Riot Games and Activision Blizzard, which is quickly being integrated into new owner Microsoft as you read this. Sports are not owned by anyone. Federations only make the rules by which they are played. It appears that this will always be an issue, and perhaps an obstacle, when it comes to a meeting of the gaming industry and sport.

The writer Jay Stuart is content director of iSportConnect.

Sam Renouf of the PTO On Building a Technology-First Sport

Technology is continuously reshaping the landscape of sports and the Professional Triathletes Organisation (PTO) is emerging as a leading innovator. With an ambition to create a ‘global stage’ for the sport of triathlon, the PTO is leveraging cutting-edge technology to enhance the athlete experience and fuel a direct-to-consumer (D2C) business model. 

In an interview with iSportConnect’s David Fowler, Sam Renouf, the CEO of the PTO since 2019, delves into the pivotal role of technology in delivering on the organisations’ ambition.

Creating the foundations for technological innovation to flourish

Michael Moritz, an investor in the PTO, has been a major influence in the PTO’s vision and belief that technology can underpin the sports’ transformation.

“When we first took our investment the original mandate was to take a technology-first approach. One of the things that Michael Moritz said to us, obviously one of the most famous VCs in Tech, having funded incredible technology businesses, was that it wasn’t a very technologically efficient sport.”

The launch of the T100 Triathlon World Tour in early 2024 marked a major milestone in the PTO’s journey towards creating a year-round global platform and narrative to grow the audience and create the foundations for mass participation.

“We needed to create a season-long narrative that had a product that media partners, but also the general consumer, could buy into and have a journey, a story, throughout the year.”

Crucially, the eight events that currently comprise the T100 tour (set to grow to ten events in 2025) provide the PTO with the opportunity to test and refine new technology and learn what works.

As an athlete-owned organisation it comes as no surprise that the athletes are at the heart of innovation. The PTO harnesses their ideas through the PTO Athletic Board, a board elected by the professional athletes themselves.

“We’re meeting regularly to discuss how we take the sport forward. We involve them in everything including the use of a technology that we’ve adopted this year called Race Ranger. It’s very specific to triathlon and allows us to predict drafting – the distance between the bikes – which ultimately leads to safer and fairer racing.”

Building the capabilities to enable a D2C future

Sam Renouf positions the PTO’s ‘investor pitch’ as “an audience consolidation play, using technology”, and notes that a D2C business model would not have been feasible just a decade ago. The PTO’s owned digital estate, most notably its OTT platform PTO+, and the power of social media have enabled the organisation and their athletes to have a direct conduit to connect with fans.

“One of the things we’re excited about this year is building out the second screen experience. There’s obviously a large customer segment that love triathlon and data and understand the performance of the athletes in a way that we can’t necessarily showcase on broadcast because that’s got to be for more of a mass consumer.”

At the heart of PTO’s strategy lies its commitment to data and building in-house data capabilities to enable it to collect, analyse, and act upon vast amounts of participant and audience data. 

“There are some things we’re very happy to outsource. There are others we want internally such as a CDP and BI tools that are unique to us. There’s a group of investors called Divergent Investments who have a really strong internal data capability. With their guidance, we have built out internal tools that take all the data from all these different fragmented places and serve it up in a more actionable way, whether that’s social media data through to performance data and the results of the athletes.”

T100 Singapore 2024 Pro Womens Race on the 13th April 2024 at the Marina Bay, Singapore. (photo; T100/James Mitchell)

Innovating the broadcast experience

The PTO currently counts 30 broadcast partners broadcasting live on linear TV across 190 markets.

“TV buy-in has been really, really quick. The reason for this is very simple. The broadcasters who obviously sit on more data than any of us totally understand the value of the triathlon demographic. It’s been called the new golf for a long time. It’s just that there hasn’t been much triathlon that’s produced to the right quality levels that broadcasters are willing to give airtime to.”

One of PTO’s key innovations lies in revolutionising the broadcast experience in a direction reminiscent of Formula One, where real-time data is transforming the viewing experience. By providing viewers with live updates on athlete performance metrics, the PTO aims to make triathlon more accessible and captivating for audiences worldwide.

“When we brought in our head of broadcast and we took him through the technology and data and the fact that we wouldn’t get timing updates until the athletes had gone over certain mats, his response was that it’s like watching a game of tennis, but you only get the score every third point! Alot of our focus has been on how to fix that. It’s been more challenging than we anticipated. But we’ve now reached the point where we have a combination of live in-broadcast and second screen data. We have real-time data from all the athletes in terms of GPS location, which allows us to do speed, time gaps, velocity and heart rate and we’re now beginning to bring in power and so all of those are the kind of things which we think are important to make the broadcast exciting”.

The collaborative nature of the PTO’s approach to innovation, not only with athletes, is evident through its partnerships with tech companies, both large and small. Innovation is fueled by a shared vision of enhancing the triathlon experience.

“We are not a tech company. We are enabling and promoting other technologies. I don’t want any proprietary tech.”

The tech-enabled future of triathlon

Looking ahead, the PTO’s vision extends beyond mere technological advancement; it’s about crafting a holistic experience that resonates with athletes and audiences alike. Through strategic partnerships, innovative broadcast solutions, and a relentless focus on data-driven insights, PTO is poised to redefine the future of triathlon, and sport.

To deliver this tech-enabled future, the PTO has opted to embed a technology culture across the organisation rather than creating a technology ‘silo’.

“Almost everything starts with technology and then we go from there. We don’t have a technology division that looks after it. It’s part of everything we do.

Singapore T100 winner Dutchman Youri Keulen emerging from the swim with the Singapore skyline behind. (photo; T100/James Mitchell)

Octagon54 to focus on expanding basketball talent in Africa

Octagon has launched Octagon54, a first-of-its-kind venture dedicated to cultivating basketball talent of African heritage.

Octagon54 is designed to be a pivotal force in facilitating the transition of African athletes into the NBA, as well as supporting their journeys through high school and college basketball programs.

Octagon54 will be led by Octagon Basketball’s Alex Saratsis and Ron Shade, NBA legend Luol Deng, and Steve Vear, offering a combined wealth of experience, knowledge, and passion for basketball, complemented by an enduring dedication to driving meaningful change in Africa’s basketball landscape.

At the heart of Octagon54’s mission is two-time NBA All-Star, Luol Deng, a trailblazer and key figure in internationalizing the game of basketball in Africa and beyond. Deng’s post-playing career successes have included tours with NBA Africa’s grassroots programs, hosting elite talent camps on four continents, establishing the South Sudan Men’s National Team, and guiding it from unranked status to an Olympic berth.

Deng also serves as a Global Ambassador for the Basketball Africa League, is an NBA Africa investor, and captained Team Africa vs. Team World in the 2015 NBA Africa Game, the first exhibition game by a North American professional sports league on African soil, and a defining moment in African sports history.

“Luol’s involvement with Octagon54 is emblematic of our shared vision for the future of basketball in Africa,” said Saratsis, Co-Managing Director of Octagon Basketball. “As a respected leader both on and off the court, Luol brings invaluable insights and a deep enthusiasm for empowering the next generation of African athletes. We are honored to have him as a key partner in this journey.”

“I’m from the generation inspired by legends like Manute Bol, Dikembe Mutombo and Hakeem Olajuwon, whose legacies paved the way,” said Deng. “The last 20 years of my life have been dedicated to growing the game, developing talent and paying it forward. Octagon54 represents the next chapter of that journey. It is grounded in the belief that whether back home or abroad, the possibilities are endless for African talent with the right resources. It is a full circle moment to now partner with Octagon, the agency that represented me during my NBA career, to create a clear vision for the future of this sport.”

With a dedicated focus on African players, Octagon54 is committed to leveraging its expertise, resources, and network to provide unparalleled opportunities for aspiring basketball players of African heritage. Through strategic programming and impactful partnerships, Octagon54 aims to not only develop elite basketball talent, but also to empower communities and foster positive social change.

Octagon54’s comprehensive approach includes initiatives focused on talent development, mentorship, education, and community engagement. By partnering with local organizations, schools, and basketball federations across Africa, Octagon54 will work to identify, nurture, and showcase emerging talent, creating pathways for success both on and off the court.

“At Octagon54, we are committed to building a legacy that extends beyond basketball,” said Shade, Director of Octagon Basketball. “With Luol and Steve’s knowledge and commitment, we are confident that Octagon54 will not only elevate basketball talent in Africa but also drive positive social impact and inspire future generations of athletes.”