McLaren Racing inks extension with British American Tobacco

McLaren Racing has announced a multi-year partnership extension with British American Tobacco (BAT), continuing as Official Principal Partner of the McLaren Formula 1 Team from this season.

BAT is a leading multi-national consumer goods business and has been partnered with the McLaren F1 Team since 2019. The partnership is rooted in advanced technology, transformation, and innovation.

McLaren and BAT’s brand Vuse last week launched the latest edition of the “Driven by Change” campaign for the Japanese Grand Prix, which saw a design by local artist MILTZ on the MCL38 cars in Suzuka. The Driven by Change campaign celebrates emerging creatives through the global motorsport platform, providing opportunities to showcase their innovative artwork to the world.

The campaign, now in its fourth year, has championed rising artists including Rabab Tantawy, Anna Tangles and Nujood Al-Otaibi, who each produced artwork which was carried on McLaren’s race cars at the Abu Dhabi Grand Prix in 2021, 2022 and 2023 respectively. Driven by Change is underpinned by diversity, equity & inclusion, a key pillar of McLaren’s sustainability mission.

BAT’s brands will continue to be represented on McLaren’s F1 race cars from the current season, and as part of the extension, will also see branding feature on NEOM McLaren Formula E Team race cars for the remainder of the season.

Zak Brown, CEO, McLaren Racing, said: “I am thrilled to announce this partnership extension with our long-standing partner BAT. Together, we will continue to champion important causes, such as DE&I, and deliver campaigns that engage and excite our global fanbase.

“BAT’s transformation journey is fast-paced and innovative, just like Formula 1. I am proud that we will continue our partnership into the future.”

Kingsley Wheaton, Chief Growth & Strategy Officer, BAT, said: “We are extremely proud of the partnership we’ve built with McLaren over the last five years. Our shared expertise and lessons learned has helped us to build multi-billion-dollar brands and I am excited to see where this partnership goes from here.

“With cutting-edge innovation capabilities, purposeful brand engagement and a programme of events and projects which exemplify our commitment to diversity and inclusion – the McLaren partnership will continue to support BAT’s transformation agenda. With McLaren as a partner, we are well placed to continue building a Smokeless World.”

Greenfly secures $14m investments from sports tech brands

Greenfly, the leader in powering short-form content workflows for sports, media, and other brands have announced the closing of equity investments of $14 million led by global sports tech investor ADvantage, with participation from Ryan Sports Ventures, Mercato Partners, and NBA Equity. Existing investors Verance Capital, Iconica Partners, Alpha Edison, Elysian Park Ventures and others also joined in the oversubscribed financings.

The Greenfly Platform is core infrastructure for short-form content operations, allowing the world’s largest sports and entertainment organizations to create, aggregate, collect, organize and distribute short-form content throughout their ecosystem – connecting sports leagues with teams, athletes, broadcast partners and sponsors for collaborative content activation.

“Greenfly has solidified their standing as the core short-form content infrastructure in sports and media. Their technology is already propelling these industries forward and capitalizes on one of the biggest content opportunities since the advent of cable and widespread sale of broadcast media rights,” ADvantage founding partner Jeremy Pressman said. “We are still in the early innings of effectively monetizing short-form content, and Greenfly is uniquely positioned to capitalize on this fundamental shift in consumption patterns globally.”

Greenfly onboarded over 40 partners across the globe in 2023 alone. The company also made multiple strategic hires including bringing on board a new chief financial officer, chief revenue officer, and managing director for EMEA, as well as executing its first acquisition, purchasing Miro AI, the leading contextual analysis platform for sports content. Mercato Partners’ investment came from a dedicated sleeve earmarked for pioneering AI technology, inside its latest $400M growth fund.

“Most video consumed around the world in the past year was short-form content on platforms like YouTube Shorts, TikTok, and Instagram Reels,” Greenfly CEO Daniel Kirschner said. “Sports organizations as well as their entertainment counterparts now understand that short-form content is not simply social content that can serve as marketing for core experiences. It is a core experience itself – for many fans, a primary experience – and creates opportunities for meaningful monetization. Last year was the fastest period of growth in our company’s almost ten-year history. This funding will help us continue to unlock powerful strategic relationships and give us the resources we need to supercharge our continued growth.”

The road to The Olympic Games Paris 2024

The excitement surrounding The Olympic Games Paris 2024 is growing. Within this article, we present the parallel journeys of an Olympic athlete and the vital role played by ATPI Sports Travel, highlighting the dedication, professionalism, and passion.

What unique perspectives do they both offer, shedding light on the synergy that propels them towards the grand stage of The Olympic Games Paris 2024?

Katerine Savard’s narrative in the realm of swimming unfolds as a captivating saga of triumph and perseverance. At the Rio 2016 Olympic Games, Savard swam the opening leg of the women’s 4x200m freestyle relay, helping Canada capture its first-ever Olympic medal in the event. Savard has been a consistent performer throughout her career, clinching medals at prestigious events such as the Pan Am Games, Commonwealth Games, World Aquatics Championships, and Universiade reaffirming her status as one of Canada’s most accomplished swimmers.

Beyond her aquatic feats, Savard’s commitment to developing the future of swimming as an educator reflects her talented persona. Inspired by icons like Dara Torres, she embodies the spirit of living one’s dreams—an inspiration for aspiring athletes worldwide. As Paris 2024 beckons, Savard’s journey represents the unwavering pursuit of greatness.

Amidst the spotlight illuminating Olympic athletes, a vital ATPI Sports Travel. With a blend of precision and teamwork, ATPI provides logistical excellence, facilitating seamless travel arrangements for athletes, teams, coaches, and stakeholders alike.

Their unrivalled expertise in sports travel management, coupled with a solid commitment to quality, ensures that every aspect of the journey to Paris 2024 is thoroughly curated. By harnessing cutting-edge technology and industry insights, ATPI coordinates with efficiency and comfort, empowering athletes to channel their focus entirely on their performance.

ATPI embodies the relentless spirit driving athletes towards podium triumph—a trusted ally in the quest for Olympic excellence.


As The Olympic Games Paris 2024 draws nearer, the narratives of Katerine Savard and ATPI Sports Travel meet, creating a relationship of passion, preparation, and dedication. Savard’s journey embodies the epitome of athletic prowess, fuelled by unwavering determination and a fervent desire to excel. Her relentless pursuit of excellence, both in and out of the pool, serves as a testament to the transformative power of dedication and perseverance.

In parallel, ATPI Sports Travel operates behind the scenes, seamlessly arranging the logistical intricacies that underpin an athlete’s journey to Olympic glory. From coordinating travel itineraries to managing accommodation and transportation, ATPI’s dedication to quality ensures that athletes can navigate the demands of international competition with ease.

View From The US: 2024 MLB Franchise Valuations Ranking

In this View From article, Kurt Badenhausen Sportico’s Sports Valuations Reporter, looks into the MLB team valuations in 2024.

The average MLB team is worth $2.64 billion, according to data compiled by Sportico. The New York Yankees rank first at $7.9 billion, while the Miami Marlins rank last at $1.2 billion. Below are the values of the league’s 30 franchises, whose collective worth is $79 billion.

To derive the market value of the 30 MLB franchises, Sportico calculated each team’s revenue relying on publicly available information and financial records—and interviews with those knowledgeable of team finances, including sports bankers and attorneys who actively work on MLB transactions. We traded candor for anonymity. This information was vetted by multiple team or parent company CEOs, presidents, chief financial officers and media relations personnel, as well as industry experts and investors. Below are definitions of some major metrics:

Total Value: The sum of the enterprise market value of an MLB franchise combined with the equity value of team-related businesses and real estate holdings.

Team Value: MLB franchise valuation, derived from metrics by which brball team transactions occur, including aggregating local and national revenues and factoring in a team-specific multiplier. This represents the fair-market value of the team itself, excluding related businesses held by its owners. It includes the value of each franchise’s 3.3% interest in MLB Advanced Media, the league’s digital arm, which is acquired/dispossessed in tandem with the sale of a team, as well as its 3.3% interest in the league’s investment arm, undefinedball Endowment L.P. (BELP).

Team-Related Businesses and Real Estate Holdings: The value of a franchise or franchise owner’s equity in team-related businesses—that is, both those on the team’s balance sheet and held in distinct corporate entities—as well as government-assessed real estate related to venue, practice facilities and adjacent developments. Examples include the Boston Red Sox parent entity’s 80% interest in the New England Sports Network (NESN), holdings through the Atlanta Braves’ six subsidiaries of all or a portion of 31 parcels of land adjacent to its ballpark, and minor league teams owned by the Houston Astros and Philadelphia Phillies.

Teams’ stakes in regional sports networks are included in the related business category. Historically, those equity stakes held significant value, but they have declined significantly in recent years as cash flows have deteriorated. Sportico did not assign any value to the equity stakes in Diamond Sports’ regional sports networks or to those in Mid-Atlantic Sports Network held by the Baltimore Orioles and Washington Nationals.

For franchises that do not own their stadia, the value of a team’s lease—often with advantageous terms negotiated with municipal or state authorities—is captured in the Team Value category.

iSportConnect Sports Tech Partnership Index powered by SportsTech Match – March 2024

Who’s hot in sports tech? Who is doing deals? Who is creating new, innovative partnerships? That’s what the Index attempts to dig into on a monthly basis. Whether established players or the up-and-coming stars, we go a little deeper for you…

In March SportsTech Match recorded 68 new or renewed deals / partnerships featuring tech companies in sports. 

The sports technology sectors’ continued fascination with artificial intelligence (AI) is reflected heavily in this month’s deals. The predominant use case for AI amongst the companies featured in this month’s list remains optical tracking for live video production and data collection. Evolv Technology, who announced four new partnerships in the month of March, are applying AI for an alternative use case – threat detection at venues.

Genius Sports, who sit on top (equal with Kitman Labs) of our first partnership index of 2024, are one of the companies who are applying AI for live video production and data collection. Their continued diversification, particularly into fan engagement, coaching and officiating, is evident this month as they announced deals with HBA Media (gamification) and DVSport (officiating and coaching).   

Kitman Labs, who sits on top together with Genius Sports were assisted by first-time deals struck in the Czech Republic and Brazil as the company’s international expansion continues.

Want to get access to the data behind the index?

SportsTech Match curates the only feed dedicated to sports tech partnerships from around the world to give tech companies and rights owners a snapshot of the deals and partnerships being struck across the ecosystem. Contact info@sportstechmatch if you would like to get early access to the alpha version of the sport tech partnerships feed. 

Digital innovation is critical as IFs search for greater financial independence

‘Lausanne is the Washington DC of the sports world, not the Silicon Valley.’

That quote from one of our delegates at the annual iSportConnect Lausanne Masterclass last week resonated with me.

It illustrates one of the fundamental challenges facing International Federation’s (IFs). The desire to diversify and grow their sources of (commercial) income are often clouded or get lost in the desire to govern their respective sport.

As audiences continue to spend more of their time and money consuming content digitally, and sponsors and broadcasters follow the audience, IFs of all sizes are trying to test, innovate and adapt.

It was pointed out by one of our panellists at last week’s event that there should not necessarily be a financial cost associated to testing and learning new digital engagement ideas. Indeed, the first step in this process is to question ‘why we do what we do’.

Interestingly a straw poll of delegates revealed that more valued digital reach over digital engagement. Perhaps this is reflective of a room that was full of IFs with little resources who yearn for bigger digital audiences. Clearly, there is no correct answer to this question and it depends on various factors both within and out with the control of the IF.

Customer data was a key topic at the event with delegates agreeing widely that understanding and listening to their audiences is one of the most important capabilities they must have or must acquire. It is almost a cliche now to talk about ‘a single customer view’ but this remains one of the most crucial milestones in the journey towards greater digital engagement and revenue (both B2B and direct-to-consumer). I don’t think many IFs would argue that progress in this respect has been slow for the majority over the past 10 years.

It was highlighted also that it is important to know who we are competing against as IFs and rights owners in general. This list might include organisations like Netflix, TikTok and Spotify, who know the preferences of sports audiences infinitely better than those who govern sport. However, as was pointed out, they have customers, sports (teams and athletes) have fans.

As many sports audiences age, the battleground is concentrated on the next generation and more sophisticated IFs are finding success with loyalty and gamification platforms, greater ‘owned’ digital assets, and new content formats. However, aging populations also present an opportunity for sport at large which cant be neglected.

Amongst all this digital and data talk, one speaker quite rightly pointed out that good, old-fashioned storytelling remains one of the most important capabilities when it comes to building (and monetising) audiences on digital. The story of digital engagement and revenue generation for IFs is still being written.

David is the MD Advisory at iSportConnect, a Co-Founder of SportsTech Match and a marketing and innovation consultant in sports.

The iSportConnect Lausanne Masterclass took place on Tuesday March 26th 2024 at the Synathlon in Lausanne. Click here to find out more about our upcoming events.

Silver Lake acquires Endeavour valuing firm at $13bn

Endeavor Group Holdings, a global sports and entertainment company has announced that it has entered into a definitive agreement to be acquired by Silver Lake, the global leader in technology investing, in partnership with the Endeavor management team and additional anchor investors.

Under the terms of the agreement, Silver Lake will acquire 100% of the outstanding shares it does not already own, other than rolled interests. Endeavor stockholders will receive $27.50 per share in cash, representing a 55% premium to the unaffected share price of $17.72 per share at market close on October 25, 2023, the last full trading day prior to Endeavor’s announcement of its review of strategic alternatives, and a 39% premium to Endeavor’s unaffected 30‐day VWAP.

With the significant premium being delivered to stockholders, Endeavor is being acquired at an equity value of $13 billion. Silver Lake believes that when consolidating all of TKO’s value into Endeavor, the combined total enterprise value of $25 billion will make this the largest private equity sponsor public-to-private investment transaction in over a decade, and the largest ever in the media and entertainment sector. On the unaffected date, the equity value was $8.2 billion, and the premium to be paid by Silver Lake represents $4.6 billion more equity value to all Endeavor stockholders.

Ariel Emanuel, CEO of Endeavor, said: “Since 2012, Endeavor’s strategic partnership with Silver Lake and Egon Durban have been central to our evolution into the global sports and entertainment leader we are today. We believe this transaction will maximize value for all of Endeavor’s public stockholders and are excited to continue to unlock and invest in the growth opportunities ahead as a private company.”

Egon Durban, Co-CEO and Managing Partner of Silver Lake, and Chairman of the Board of Endeavor, said: “Our unwavering belief in Ari and Patrick, together with Mark and other talented leaders at Endeavor, has never been stronger. This is a very special partnership. Together, we have built and grown Endeavor from $350 million in annual revenue when we first invested in 2012 to nearly $6 billion in consolidated revenue today. Now, Endeavor can take advantage of its unique core platform to meet the dynamic forces driving growth in content, sports, and live events with bold vision. Consistent with our mission and underscored by this commitment being among the largest in Silver Lake’s history, we are all in on working with the Endeavor team and our trusted anchor investors to create value by accelerating growth at scale.”

Patrick Whitesell, Executive Chairman of Endeavor, said: “With Silver Lake’s continued partnership and support, Endeavor is ideally positioned to capitalize on compelling trends in media and entertainment, where global content spending has reached more than $200 billion per year. In a business where the only constant is change, I know Endeavor will continue to lead the industry forward.”

Mark Shapiro, President and Chief Operating Officer of Endeavor, said: “Endeavor’s assets and capabilities across entertainment, sports, fashion, and music are unparalleled. This transaction further enhances our ability to deliver category-defining deals and iconic events and experiences for clients, partners, and fans around the world. Egon, Stephen, and the broader Silver Lake team have been and will continue to be phenomenal partners in Endeavor’s journey, and we look forward to the road ahead.”

Stephen Evans, Managing Director of Silver Lake and a Director of Endeavor, said: “The team at Silver Lake is proud of our longstanding partnership with Endeavor, marked by more than $3.5 billion of direct investment across six distinct transactions over 12 years. We are excited about what we can achieve together in this next phase, spearheaded by Endeavor’s visionary expertise across talent representation and content and ownership of truly special, marquee assets in sports.”

Elevate strengthens brand with Fenway Sports Management acquisition

Sports and business consulting agency Elevate has acquired the brand consultancy arm of Fenway Sports Management, expanding its own brand consultancy offering.

Elevate Brand has acquired Fenway Sports Management’s strong portfolio of brand partnerships including Moderna, Santander Bank, and the Red Sox Foundation.

Elevate already boasts a number of global brands as clients such as Duracell, conglomerate proctor & Gamble, and software company Globant.

The business firm has also partnered with a number of high-profile sports properties in the past, activating alongside motor racing’s F1, soccer’s Premier League and FIFA World Cup, and American football’s NFL among others in 2023 alone.

In order to support the growing team, Elevate will set up a new office in Boston, Massachusetts, home of Fenway and Elevate’s first office in the city.

Liberty Media acquires MotoGP

Liberty Media Corporation has announced an agreement to acquire MotoGP™.

MotoGP is the pinnacle of two wheels, with 22 of the fastest riders competing on purpose-built prototype motorcycles on some of the world’s greatest racetracks, reaching top speeds above 360 kilometers per hour/223 miles per hour. From the first season in 1949 that staged six rounds across Europe, the sport has grown to comprise more than 20 Grands Prix across five continents, with the television broadcast reaching hundreds of millions around the world.

This new agreement will see Dorna Sports S.L., the exclusive commercial and television rights holder of MotoGP, remain an independently run company attributed to Liberty Media’s Formula One Group tracking stock. Carmelo Ezpeleta, who has been CEO since 1994, will remain in his position and continue to run the business with his management team. The business will remain based in Madrid.
Dorna also holds exclusive rights to other motorcycle racing series, including MotoGP™ feeder series Moto2™ and Moto3™, the FIM Enel MotoE™ World Championship, the MOTUL FIM Superbike World Championship and the new FIM Women’s Circuit Racing World Championship.

Liberty Media will acquire approximately 86% of Dorna, with Dorna management retaining approximately 14% of their equity in the business. The transaction reflects an enterprise value for Dorna/MotoGP™ of €4.2 billion and an equity value of €3.5 billion, with MotoGP’s™ existing debt balance expected to remain in place after close.

“We are thrilled to expand our portfolio of leading live sports and entertainment assets with the acquisition of MotoGP,” said Greg Maffei, Liberty Media President and CEO. “MotoGP is a global league with a loyal, enthusiastic fan base, captivating racing and a highly cash flow generative financial profile. Carmelo and his management team have built a great sporting spectacle that we can expand to a wider global audience. The business has significant upside, and we intend to grow the sport for MotoGP fans, teams, commercial partners and our shareholders.”

“This is the perfect next step in the evolution of MotoGP, and we are excited for what this milestone brings to Dorna, the MotoGP paddock and racing fans,” said Carmelo Ezpeleta, CEO of Dorna. “We are proud of the global sport we’ve grown, and this transaction is a testament to the value of the sport today and its growth potential. Liberty Media has an incredible track record in developing sports assets and we could not wish for a better partner to expand MotoGP’s fanbase around the world.

”The acquisition is expected to be completed by year-end 2024 and is subject to the receipt of clearances and approvals by competition and foreign investment law authorities in various jurisdictions.

Barclays becomes official banking partner of New York Liberty

Barclays and New York Liberty have announced a new multi-year partnership in which Barclays will become the team’s Official Banking Partner, in a deal that includes marquee jersey patch placement beginning with the 2024 WNBA season.

This partnership, one of the largest injections of sponsorship capital in Liberty history, underscores a mutual commitment to advancing gender equity on and off the court.

Barclays’ investment in the New York Liberty adds to the existing strong partnership with BSE Global and accompanies the bank’s existing Barclays Center naming rights and Brooklyn Nets team sponsorship. This deal reinforces Barclays’ commitment to women’s sports, a commitment underpinned by the title sponsorships of the Barclays Women’s Super League and Barclays Women’s Championship, the top two leagues of professional women’s soccer in the UK, which remains the largest investment by a brand into Women’s Sport in the UK.

Representatives of both organizations will be ringing the New York Stock Exchange Opening Bell this morning to celebrate the new partnership and unveil the patch now featured on the team’s jerseys.

At the core of this new partnership is also a commitment to give back to the community in Brooklyn. In connection with this sponsorship, Barclays will also expand their relationship with the nonprofit Good Shepherd Services’ Rebound Program which uses basketball to help combat youth un- and underemployment by teaching vital employability and life skills.

“We are thrilled to welcome Barclays as the Liberty’s Official Banking Partner,” said Keia Clarke, New York Liberty CEO. “This investment is another example of how women’s sports are capturing the hearts and minds of sports fans around the world. The commitment of Barclays allows the Liberty to continually grow our business and the broaden our impact. Our community is the ultimate beneficiary here, and we look forward working alongside Barclays to provide young New Yorkers with the opportunities to develop life skills, a shared sense of community, and self-confidence through basketball.”

“New York is our home and the center of the financial world, and our sponsorship of the New York Liberty reiterates our pride in powering the people and communities that are the heartbeat of New York,” said Meghan Graper, Co-Head of Debt Capital Markets at Barclays. “In addition, our sponsorship is an evolution of our footprint that for decades has been supporting female athletes, youth athletes, and disadvantaged youth and we’re incredibly proud and excited of the value it will bring to the city, to our colleagues, and to our clients.”