SureVision Global has announced a landmark partnership with Cortex, joining forces to provide cutting-edge sports technology solutions in Australia and New Zealand, focused on Cortex’s groundbreaking Inventory Management product, Asset Allocator.
The new collaboration builds on an existing partnership between the two parties and will deliver innovative commercial and operational solutions to sporting codes and clubs across the Trans-Tasman region.
Combining SureVision’s unrivalled capability in digital screen technology, rights management and production services with Cortex’s Asset Allocator solution provides the basis for new revenue opportunities from in-stadia digital assets whilst simultaneously creating operational efficiencies.
SureVision Global, a rapidly growing leader in media rights and sports technology, is driven by innovative thinking and a commitment to delivering measurable growth for sporting organisations. This partnership reflects the shared vision and ambition of both companies to revolutionise how commercial assets are managed, allocated, and monetised.
Alexandra Kyrke-Smith, VP of Strategy at Cortex, commented: “Asset Allocator is a first-of-its kind solution for sports organisations to sell, allocate, schedule, and monitor digital assets with ease and accuracy. Providing a single platform for end to end asset management, with the ability to integrate with multiple end-points across LED signage, IPTV and virtual signage is crucial as rights holders look to identify new ways to commercialise their stadium and their broadcast. We’re thrilled to align with SureVision Global, as our shared commitment to customer-centric innovation makes this a powerful partnership.”
Nicholas Ebbeck, CEO of SureVision Global, said: “This partnership with Cortex provides a ground-breaking opportunity to streamline asset management for sporting codes. By centralising processes and eliminating inefficient, offline tracking methods, we can reduce errors, create clear audit trails, and provide powerful live reporting tools. With the growing complexity of commercial assets, Cortex’s solutions are unmatched in their ability to enhance fan engagement and unlock new revenue streams.”
The partnership will deliver smarter, more efficient, and more profitable solutions for sporting codes across Australia and New Zealand, with the potential for further global expansion, ultimately enhancing fan experiences, delivering more value to brand partners, and driving growth in the industry.
Emily Frazer, CEO of Matchroom Multi Sport, has been at the forefront of reshaping sports promotion, from darts to pool to boxing. With the recent Netflix documentary Matchroom: The Greatest Showman drawing global attention, Frazer sat down with iSportConnect’s Taruka Srivastav to discuss the making of the series, her journey as a woman leader in sports, Matchroom’s unique approach to promotion, and what’s next for the company.
Emily, thank you so much for joining us today. Let’s start with the Netflix series—it’s a huge step for Matchroom. How did it happen?
It’s been years in the making, so the last couple of weeks have felt surreal. Filming finished quite some time ago, and we’d moved on with our day-to-day work, so the launch creeping closer was exciting. With Eddie’s personality and profile, it made sense, but I think the real surprise has been how audiences have responded to seeing the behind-the-scenes side. What feels like our normal routine came across as inspiring, funny, and insightful. People don’t often realize how much work goes into running global events. Matchroom: The Greatest Showman shows just that—how a family business evolved into a global powerhouse.
You’ve also carved out a leadership space for yourself in a male-dominated industry. How did your journey unfold?
It’s been very special for me, and the Netflix documentary highlighted that even more. When I first joined Matchroom, I worked directly with Katie Hearn, Barry’s daughter. She was my biggest champion and taught me everything about TV production. Watching her operate so confidently was inspiring. I learned strength, leadership, and vision from her. The feedback I’ve received since the Netflix release—especially from women saying my story gave them hope—has been incredible. At Matchroom, the ethos has always been that if you deserve the job and put in the work, you’ll be championed. That’s been my experience.
Do you see the Netflix series as a way to engage Gen Z and younger audiences with sports like poker, snooker, or pool?
The series has been more of an education piece, showing the breadth of Matchroom’s work across sports. It’s introduced new fans to our different properties. For younger audiences, though, we adapt constantly. For example, nine-ball pool has a super young audience, and the content we put out is casual, fun, and personality-driven. The docuseries complements that by showcasing the drama and reality of our work—it’s entertaining and insightful at the same time.
Expanding the World Nineball Tour from three events to 30 is a massive leap. What were the challenges?
Huge. For years, we only had three events with the same set of players. We realized we needed a proper tour structure to bring new talent through. That meant creating a ranking system, a professional calendar, sponsorship opportunities, and more. It’s been one of the toughest things we’ve ever done—turning a niche sport into a global professional circuit. Pool had reputational challenges, with links to gambling in the past, and we had to reset the sport’s image. Now, players can build full-time careers, and the World Nineball Tour is heading toward darts and snooker-level professionalism.
How did you pitch the Netflix idea and convince them this would work for a global audience?
Honestly, Matchroom itself is an incredible package. Eddie’s global profile, the drama of boxing, and the diversity of sports we promote—darts, snooker, gymnastics, pool—it’s all there. We’re promoters, storytellers, and PR machines at heart. That makes us appealing for any content platform. The Katie Taylor fight episode, for example, was both dramatic and deeply human. Matchroom isn’t just about events—it’s about stories, and Netflix recognized that.
What makes Matchroom’s approach to sports promotion unique compared to others?
The people. Everyone at Matchroom has passion for their job. Barry Hearn set the tone with his charisma and vision, and it’s ingrained in all of us. We’re relentless, creative, and we love what we do. That passion makes us unique—I don’t think anyone else compares.
How has working alongside Eddie Hearn, Frank Smith, and Barry Hearn shaped your journey?
It’s like having a time machine of experience. We can look back at how darts or snooker navigated challenges and apply those lessons. We learn from each other across sports and push one another to make events bigger and better. Having that pool of knowledge and leadership to lean on is invaluable.
Finally, what’s next for Matchroom? Any new regions or big expansions planned?
Right now, we’re focused on conquering the pool world. We’ve got three back-to-back events in Southeast Asia coming up in October, which is very exciting. The aim is to keep building, experimenting, learning, and taking each sport we touch to the next level.
InCrowd has announced a new partnership with the World Supercross Championship (WSX), the only global Supercross series that brings together the world’s best riders on purpose-built, in-stadium dirt tracks, combining elite competition with an unparalleled live entertainment experience.
The collaboration will see InCrowd’s Managed Marketing Team work closely with WSX to deliver a hyper-segmented, direct-to-fan communications programme. The initiative will place particular emphasis on the upcoming Vancouver and Gold Coast events in November, focusing on delivering greater frequency, consistency, and relevancy of messaging while growing and more effectively monetising the Championship’s fan database.
By leveraging InCrowd’s expertise, WSX aims to unlock new levels of fan engagement, ensuring audiences not only stay connected with the action on track but also experience the Championship as a year-round entertainment property.
The agreement marks InCrowd’s entry into the world of supercross motorcycle racing, expanding its diverse roster of sporting partners.
With its ability to connect global fans, amplify engagement, and strengthen commercial opportunities, the InCrowd–WSX partnership underlines the increasing importance of data-driven, direct-to-consumer strategies in the future of international sport.
Channel 4 has announced they have secured the broadcast rights to The Boat Race, in a multi-year agreement. At the historic Presidents’ Challenge event held at Somerset House, at which the losing crew from the previous year’s Boat Race formally challenges the winning crew to a race, Channel 4 will be welcomed as the new home of The Boat Race.
In front of an audience of Old Blues and Boat Race fans, Oxford’s Tobias Bernard and Heidi Long will challenge their victorious Cambridge counterparts Noam Mouelle and Gemma King.
Under the new deal, the free-to-air broadcaster will have exclusive rights to air the iconic British sports event, for the next five years, beginning in 2026. The 2026 edition of The Boat Race will take place on Easter Saturday – 4 April – with the Women’s Boat Race at 14.21, and the Men’s Boat Race at 15.21.
The Boat Race coverage will be produced by specialist sports production company FilmNova.
Held annually on the River Thames in London between Oxford and Cambridge universities, the deal struck by Channel 4 will see the broadcaster cover the centenary of the Women’s Boat Race in 2027 and bicentenary of the Men’s Boat Race in 2029.
Pete Andrews, Channel 4 Head of Sport, said “We are thrilled to have secured the rights to one of the most iconic amateur sports events in the British calendar. The Boat Race is rich in tradition and history and British interest in the event has never been stronger.
He added: “We are committed to bringing the very best sports events to our audience, both from the UK and around the globe, and The Boat Race is the perfect example. It’s the crown jewel of the rowing calendar and consistently captures the imagination of the British public year after year, both on the side of the Thames and in living rooms across the country. In recent years, it has delivered some truly unforgettable moments, and we can’t wait to bring that excitement to our viewers next year.”
This latest deal further highlights Channel 4’s continued strength in bringing some of the biggest sports properties to the channel. Their current portfolio of major sports events includes live matches from the Adobe Women’s FA Cup, Formula 1 highlights, the UEFA Under-21 Championship, England’s home matches in UEFA Nations League and European Qualifiers, and England Hockey internationals.
Siobhan Cassidy, Chair of The Boat Race Company, said “We are delighted to work with Channel 4 to broadcast our unique, iconic and intensely British event between our two world-leading Universities.
“We know that this is a huge day out for Londoners, and our independent research has shown that Boat Race Day generates £13-15 million in economic impact for London.
She added: “We are grateful to the support of our previous broadcast partners and have come a long way since our first radio commentary in 1927 and television pictures in 1938. We look forward to seeing how Channel 4 can portray the drama, excitement and heritage of the event on Easter Saturday 2026!”
In recent years, Cambridge University, the Light Blues, have dominated with a clean sweep of both Boat Races in 2025. Oxford University, the Dark Blues, will be determined to turn the tide in 2026. Currently the overall records stand at 88-81 in favour of Cambridge Men and 49-30 to Cambridge Women.
Apollo (NYSE: APO) has announced the launch of Apollo Sports Capital (ASC), a new investment business providing capital solutions across the global sports and live events ecosystem. Al Tylis, a seasoned sports investor and executive has been named Chief Executive Officer of ASC. Apollo Partners Rob Givone and Lee Solomon have been named co-portfolio managers of the platform. Sam Porter has been named Chief Strategy Officer for ASC.
ASC will invest predominantly in credit and hybrid opportunities in the sports landscape, spanning franchises, leagues, venues, media, events and more. The permanent capital holding company is designed to be a stable, long-term partner to the sector, providing patient capital and adding strategic value.
Co-President of Apollo Asset Management John Zito said, “With Apollo Sports Capital, we’ve set out to build the preeminent investment company in the growing world of sports. Our aim is to create durable, long-term value not only for investors but also for fans, teams and communities.”
Zito continued, “We’ve known Al for many years. He brings a rare combination of investment and operational success in both sports and real estate. Together with the expertise of Rob, Lee and the broader team, we believe ASC will be well positioned as a capital solutions leader in the industry.”
ASC CEO Al Tylis said, “Having owned or invested in many teams and leagues over the years, I know firsthand how valuable Apollo Sports Capital will be to the market. We bring patient capital, extensive networks, and a range of solutions that go beyond the typical equity-only strategies. Lee, Rob, Sam and the Apollo team have extensive experience investing across this ecosystem, and together we’ve set out to build something differentiated and enduring in the world of sports.”
Prior to joining ASC, Tylis led numerous sports investments, including as owner and chairman of Club Necaxa, La Equidad and the Brooklyn Pickleball Team. He also serves on the Boards of G2 Esports, United Pickleball Association and Canvas Property Group, and is the co-founder of the Tylis Family Foundation. Tylis is a former real estate executive, having most recently served as president and CEO of NorthStar Asset Management.
ASC will build on Apollo’s established presence in sports, with Apollo’s managed funds having deployed approximately $17 billion to-date in the broader space, including investments in sports and entertainment companies, media rights, and stadium and league financings.
From 20–22 October 2025, the Grimaldi Forum in Monaco will once again host SPORTEL Monaco, the unmissable gathering for the sports media, broadcast and technology industry. For three days, global leaders and disruptive newcomers will come together for a unique combination of exhibitions, networking and conferences, centered around the most important market floor for international sports media.
At the heart of the event, the SPORTEL market remains the trusted global meeting place where rights holders, broadcasters, federations, agencies and technology providers converge. Major industry players such as ESPN, NFL, Sportradar, Infront, LALIGA, Bundesliga, FeedConstruct, ScorePlay, Deltatre, Two Circles, PGA Tour, Lega Serie A, WSC Sports, Wurl, Kings League and NHL, as well as many other key players among the 70+ exhibitors, have already confirmed their attendance. Highlights on the networking side will include the launch of the brand-new Sports Bar, a dedicated hub designed to facilitate business connections in a relaxed atmosphere. In addition, the successful Women’s Lunch will return after its acclaimed debut last year, once again spotlighting female leadership and fostering cross-sector dialogue. Together, these signature moments create the perfect environment for meaningful conversations and new partnerships.
The 2025 edition is already shaping up as one of the most dynamic in recent years. The conference programme will spotlight the transformations reshaping sport, including the exponential impact of generative AI on production and fan engagement, the rise of new streaming and monetization models, and the growing role of private equity investment in sport, plus storytelling formats that move beyond broadcasting into cinema and global entertainment with the featured panel, “Hollywood Hits the Paddock: F1 Taking Storytelling to the Next Level”. The much-anticipated keynote by LALIGA President Javier Tebas will be another of the highlights, alongside exclusive insights from AWS, Spiideo, Wurl, Wasabi Technologies, Deltatre, XR Sports Alliance, Veritone, SURJ Sports Investment, Kings League, PFL, Liverpool FC and World Rugby, to name a few.
“I am committed to upholding the high standards of excellence that have always defined our event. This year is already shaping up to be a great success, with exhibition space nearly sold out and an ambitious programme designed to reflect the very latest industry trends. I am excited to welcome our community back to Monaco for what promises to be an exceptional edition of SPORTEL,” said Loris Menoni, Executive Director, SPORTEL Monaco.Looking ahead, SPORTEL will also return to Asia with SPORTEL Singapore on 24–25 March 2026, following strong demand from the industry and underlining SPORTEL’s role as a global platform for innovation and exchange.
The International Boxing Association (IBA) brought together leading voices to help define the next era of sport with a clear message: the future of sport belongs to those who unite, not divide.
At the IBA Sport + Business Forum in Istanbul, President Umar Kremlev welcomed Donald Trump Jr, Executive Vice-President of The Trump Organization, onto a stage already graced by legends Manny Pacquiao and Rasheda Ali Walsh, daughter of the greatest Muhammad Ali. It turned out to be the articulation of a shared vision that sport must remain above politics, rooted in fairness, and empowered by business.
Mr Kremlev, whose leadership has steered IBA into a new phase of global expansion, set the tone with a message that resonated deeply across the hall: ‘Sport has always been very much a peacekeeper, and so it should stay. Boxing aims give opportunities to athletes everywhere to secure their future, free of politics and full of new chances. Our task is not only to organize the most advanced events, but to make sure every young athlete has a pathway. That is why I am proud to stand here with my friend Donald Trump Jr, who shares this belief that fairness, respect, and integrity are the foundations of sport. Together, we will protect the transparency of boxing and open the door for the next generation.
Trump Jr echoed the message of IBA President: ‘I probably don’t belong to this incredible family of champions and legends, but my family has been involved in boxing for many years. I grew up watching those great Saturday night fights, learning from the front row about work ethic, discipline, and unity. I remember sitting beside Lennox Lewis, watching and learning not just about the sport but about life. Even after the most brutal fight, two opponents come together with deep respect – that is the best of people. What I saw at the last Olympic Games was truly sad, especially as the father of a young female athlete. The fairness of sport matters. My daughter has dedicated her life to excellence, and to see those values undermined is unacceptable. What Umar is doing – restoring actual fairness, bringing back the purity of boxing, and giving the youth of today a chance to step away from the computer and into the ring – is extraordinary. This is not just about boxing; it’s about life lessons, discipline, integrity and opportunity. That’s the legacy we need, and I am proud to call Umar not only a leader but a friend.’
For Rasheda Ali Walsh, the symbolism was deeply personal. ‘My father, Muhammad Ali, used boxing as a platform for peace, justice, and human dignity. I see that same spirit alive in IBA under Umar’s leadership. Sport is not only business; it remains full of values, trust, and reputation. That’s what truly shapes the future. The legacy my father left reminds us that greatness is not just measured by titles, but by the impact we leave on humanity, and I see that fine spirit here today.’
Manny Pacquiao, whose rise from rejection at the amateur level to become an eight-division world champion, reminded the audience that grassroots support is the true heartbeat of the sport. ‘For two years I applied to be part of the Philippine Olympic team, but politics stopped me. I turned professional at 16, even lying about my age because it was my only chance. Two years later I became a world champion. That is why I believe so strongly that supporting grassroots boxing is essential. IBA is doing that, and I thank President Kremlev for it. My new project, the League of Destiny, will bring together fighters from all nations and create a legacy for the next generations. I am proud to work with IBA and with Umar to make this dream a reality.’
At the height of the ceremony, President Kremlev honoured Mr. Kaan Karakaya with the title of official IBA Representative in the Republic of Türkiye, cementing ties with a strategically vital region. ‘Kaan has been a bridge between worlds, a friend who brings people together, and someone who truly believes in boxing’s mission as a tool for peace and business development. His commitment is invaluable,’ President Kremlev claimed.
Kaan Karakaya responded with gratitude and resolve: ‘It is an honour to accept this responsibility for Türkiye. Under President Kremlev’s leadership, IBA has become more than an International Federation – it has become a global home of boxing. I will work tirelessly to make sure that this vision is realized in our country, and that Turkish boxing continues to rise as part of this great movement.’
The Istanbul forum became the forging of an alliance between decision-makers, cultural icons, and visionaries determined to redefine sport’s role in society. By aligning business with values, boxing with fairness, and legacy with innovation, they sent a clear message: the future of sport belongs to those who unite, not divide.
The upcoming IBA Men’s World Boxing Championships in Dubai will be the next milestone in this journey. President Kremlev invited Donald Trump Jr to have this event as a joint one to welcome the whole international boxing family and witness the best showcase of boxing.
Istanbul forum marked the moment when leaders from sport, business, and the legacy families of boxing stood together to unite. President Kremlev and Donald Trump Jr made it clear – this alliance will not remain symbolic. More joint initiatives will follow, uniting continents, generations, and industries under one bold vision. The world of sports has witnessed the birth of a partnership powerful enough to reshape the global sporting landscape.
Matchroom Boxing has announced a new strategic consulting partnership with renowned agency Roc Nation Sports International (RNSI).
This collaboration will focus on expanding Matchroom Boxing’s global reach, unlocking new opportunities across sports and culture, with a key focus on its operations in the United States.
RNSI will serve as a strategic partner to amplify Matchroom Boxing’s global presence by connecting with fans and partners through innovative storytelling, cultural integration, and media amplification. This partnership comes on the heels of Matchroom Boxing’s recent rebrand, signaling a new era for the company.
In addition to this, a core pillar of RNSI’s role will be to support Matchroom Boxing’s commercial strategy worldwide, assisting with sponsorships, partnerships, and long-term opportunities.
This collaboration is also designed to support the promotion of Matchroom Boxing’s suite of events, while exploring new ways to amplify the stories of a vast roster of talented boxers.
By bringing together RNSI’s commercial expertise, cultural insight, and media reach, this 360° partnership is designed to strengthen Matchroom Boxing’s global footprint and unlock long-term opportunities for the business.
The announcement comes just after the global launch of the new Netflix documentary ‘Matchroom: The Greatest Showmen,’ and a few weeks before a major fight night at the Xfinity Mobile Arena in Philadelphia, the first since the partnership began, when Jaron ‘Boots’ Ennis faces Uisma Lima.
Eddie Hearn, Matchroom Sport Chairman, said: “We’re delighted to announce this new partnership. Roc Nation Sports International is a powerhouse brand, and their expertise in culture and storytelling will be invaluable as we work to connect with a wider audience and enhance our brand presence.
“This collaboration will help us amplify our schedule of events and tell the stories of our fighters in a new and exciting way – especially as we continue to enhance our footprint in the US and across the globe.”
Michael Yormark, President of Roc Nation Sports International, expressed his enthusiasm for this collaboration with an organisation that has a long-standing reputation for not only staging premier boxing events, but also for shaping the sport’s culture and narrative globally.
“Matchroom is one of the most powerful brands in global sport, and they are constantly shaping the world of boxing,” Yormark said.
“We are super excited to support the next chapter of their growth and assist them with our market expertise stateside as they look to increase their recognition and brand presence.
“As a huge boxing fan, I’ve always admired Matchroom Boxing and its leaders, and the incredible culture they have built around their brand. This partnership feels like a true alignment of our shared values and vision.”
With over half of volleyball’s global fan base rooted in Asia, the continent has become the beating heart of the sport’s growth strategy. Leading this charge is Fabio Azevedo, President of the Fédération Internationale de Volleyball (FIVB), whose vision is to double the sport’s global reach to 1.6 billion people by 2032. From grassroots initiatives in India with Olympic champion Abhinav Bindra to groundbreaking fan engagement in Manila, Azevedo is driving a movement that positions volleyball as not just a sport, but a way of life built on collaboration, inclusivity, and innovation.
In this exclusive conversation with iSportConnect’s Taruka Srivastav, Azevedo reflects on FIVB’s ambitions in Asia, the evolution of the Global Volleyball Movement, the role of technology and fan engagement, and the opportunities shaping volleyball’s future across the Middle East and beyond.
Fabio, thank you for your time. You’ve been in India and now in Manila—what has been the purpose of your recent visits to Asia?
Asia is the most important fan base of volleyball in the world. Around 52% of our fans are based here, and Asia accounts for about 60% of the Volleyball Nations League audience. To put it in perspective, out of eight World Championships this year—including beach, indoor, and age-level competitions—seven were held in Asia. Just as the Americas are the home of basketball and Europe is the home of football, Asia is truly the land of volleyball.
You recently visited India and met dignitaries such as Abhinav Bindra. What came out of that trip?
ndia is one of our key strategic markets alongside China and the USA. We have a clear vision to double volleyball’s global audience from 800 million today to 1.6 billion by 2032. That means making the sport more accessible, affordable, and understandable.
Abhinav Bindra is a remarkable partner. Through his foundation, we launched the Udaan School Volleyball Programme, reaching over 120 schools and thousands of children. We are also working on four major projects in India, including the Brahmaputra Volleyball League in Assam, grassroots initiatives in Odisha, collaborations with Reliance Foundation, and now the partnership with the Abhinav Bindra Foundation.
Our ambition is to see India competing at the World Championships and Olympic Games soon. For example, Abhinav and I discussed fast-tracking a beach volleyball team so that two Indian athletes could potentially compete in the LA 2028 or Brisbane 2032 Olympics. With a country of 1.5 billion people, there’s no reason India cannot produce elite volleyball athletes.
You often talk about the Global Volleyball Movement. What does this mean?
Traditionally, international federations regulate the sport and run competitions. But we want to go further—every action that keeps a ball in the air should be considered volleyball. Whether kids are playing with a balloon, a paper ball, or a giant one-meter ball, it counts.
Our mission is to make volleyball relevant in everyday life—promoting health, fun, and values like collaboration. Volleyball is unique: six people share just nine square meters, you can only touch the ball once, and teamwork is non-negotiable. That spirit of collaboration is exactly what the world needs today.
Many sports are moving toward shorter, entertainment-focused formats to attract Gen Z. Does FIVB have similar plans?
Absolutely. Fan engagement is at the center of our decisions. Volleyball already has a natural advantage: 180 points per match, which means 180 built-in intervals for engagement. In Manila and Thailand, fans experienced new presentation styles, music, and interaction that were hugely successful.
Beyond that, we support all forms of play that keep the ball in the air—whether it’s formal leagues or casual street play. For us, the future lies in inspiring new fans, especially young people, through fast, exciting, and social-media-friendly formats.
How is FIVB integrating technology and innovation into the sport?
Technology plays a key role in protecting the integrity of the game and improving fan engagement. Ten years ago, we launched the Volleyball Challenge System to allow players to contest referee decisions. Now we’ve introduced Boimbo Wout, which provides instant, automated line calls in real time, displayed on giant screens for athletes and fans.
Looking ahead, we are investing heavily in AI-driven data capture and video analytics. This will provide real-time statistics for coaches, athletes, and fans. We are currently in phase three of development and expect to launch this platform next year.
Commercial partnerships are vital. What kind of interest are you seeing from sponsors, and what do you look for in partners?
We have both global and regional partners. Volleyball is one of the most gender-equal sports in the world—same prize money, same visibility, and in some countries, women even earn more than men. This makes us highly attractive for brands aligned with women’s empowerment and equality.
We also seek partners who embrace innovation and new ways of communication. For example, in Japan, the manga Haikyuu!! has become a global cultural phenomenon and a gateway for young fans into volleyball. Our sponsors are excited about tapping into this mix of sport, culture, and storytelling.
The Volleyball Nations League and World Championships continue to grow. How are you making these elite competitions stronger? The Volleyball Nations League (VNL) is our annual flagship, while the World Championships, held every two years, crown the best in the world. Both are central to our strategy. We are modernizing the VNL to make it more innovative and attractive to young fans, while positioning the World Championships as the pinnacle event after the Olympic Games.
Beach volleyball is also a priority. It’s always a huge success at the Olympics—Paris 2024 was spectacular at the Eiffel Tower. Now, we want to elevate beach volleyball across the full four-year cycle, not just during the Games.
Finally, the Middle East is investing heavily in sports. What role does volleyball have in this region?
The Middle East is about opportunities, not just money. Last year, we held an under-20 beach volleyball tournament in Qatar with eight participating nations. For many athletes, it was their first time playing internationally. The impact was enormous—cultural, social, and sporting.
We are currently in discussions with leaders in Qatar and Saudi Arabia to host more major events. With the FIFA World Cup in the region and the 2030 Asian Games in Qatar, we see the Middle East as a major growth area. Volleyball will be part of that story.
Abu Dhabi (DCT Abu Dhabi) and Etihad Airways have officially become main sponsors of Euroleague Basketball for the next four years, an integrated collaboration that sets a new precedent in European sports. This landmark strategic alliance reinforces Abu Dhabi’s growing stature in global sport and marks a defining moment in Euroleague Basketball’s commercial evolution, connecting the emirate with the competition’s passionate global fanbase of 90 million supporters.
Under the agreement, Experience Abu Dhabi, the destination brand of DCT Abu Dhabi, and Etihad Airways, the national carrier of the UAE, are officially designated as Euroleague competitions’ Main Partners and Final Four Presenting Partner. Experience Abu Dhabi and Etihad Airways branding will be prominently featured across Euroleague and BKT EuroCup games, including in-arena signage, live broadcasts and jersey integration across all Euroleague participating teams. Over the four-year period, the Experience Abu Dhabi and Etihad Airways logos will rotate across Euroleague team jerseys, ensuring balanced exposure.
The partnership also extends into the digital sphere, featuring extensive brand integration on Euroleague Basketball’s platforms and exclusive co-created content. Fans can also expect a slate of innovative activations aimed at deepening engagement, expanding the competitions’ global reach, and bringing audiences closer to the game.
H.E. Saood Abdulaziz Al Hosani, Undersecretary of DCT Abu Dhabi, said: “This strategic partnership with Euroleague Basketball and Etihad Airways marks as significant step forward in strengthening Abu Dhabi’s presence on the global stage and reinforcing its position as a vibrant hub for basketball fans around the world., The impact of sport extends far beyond the court it drives economic growth by boosting tourism, attracting investment, and enhancing infrastructure for major events. This partnership stands as a key pillar of our Tourism Strategy 2030 – driving visitor growth, supporting economic diversification, and solidifying Abu Dhabi’s status as a preferred global destination for tourism, culture, and sport.”.
Antonoaldo Neves, Chief Executive Officer at Etihad Airways, said: “Euroleague represents the pinnacle of European basketball, and we’re excited to support this incredible sporting spectacle alongside our valued partner DCT Abu Dhabi. Through our network, we bring people to Abu Dhabi from across the globe, and this partnership allows us to reach new audiences who share our belief that the best experiences happen when you venture beyond borders.”
Paulius Motiejunas, Euroleague Basketball CEO, said: “We are delighted to announce these partnerships, which embody our ambition to grow the game of basketball and foster meaningful global connections through sport. With Experience Abu Dhabi and Etihad Airways joining us, we look forward to creating unforgettable experiences for our fans while further strengthening the league’s international presence.”
The 2025–26 EuroLeague season will mark another milestone, as the competition expands to 20 teams — welcoming newcomers Dubai Basketball — with the Regular Season tipping off on 30 September. The season will culminate with the prestigious Final Four in Athens, Greece, from 22–24 May 2026.
