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.”

Estrella Galicia becomes title sponsor of the 2024 Spanish Grand Prix

MotoGP has named Estrella Galicia as the title sponsor for the 2024 Spanish Grand Prix.

The 2024 event, which takes place from the 26th to the 28th of April, will be named the Gran Premio Estrella Galicia 0,0 de España.

As well as a key presence at the track as title sponsor for the event, Estrella Galicia 0,0 will also organise some incredible fan entertainment in Jerez in collaboration with the City Council, bringing the MotoGP™ stars even closer to the fans and upping the ante on the legendary race weekend.

The Official Beer of MotoGP™, Estrella Galicia 0,0 is a Spanish brand of beer produced by Hijos de Rivera, located in A Coruña, Galicia. Founded in 1906, for more than a century the company has developed some of the world’s most recognisable beers, with a presence in more than 60 countries.

Estrella Galicia 0,0 is also well known for its contribution to motorcycle racing talent, supporting different teams and riders from their very first professional racing experience in the European Talent Cup and JuniorGP™ to the premier class of Grand Prix racing, MotoGP™, for well over a decade. Estrella Galicia 0,0 has been part of 12 World Championships and over one hundred Grand Prix wins thanks to great champions like Marc Marquez, Joan Mir and Alex Marquez.

The iconic Estrella Galicia 0,0 brand now takes top billing at the Circuito de Jerez-Angel Nieto as the world’s most exciting sport returns to the classic venue for another packed-out Spanish Grand Prix in 2024.


José Cabanas, Chief Marketing Officer-CMO, Estrella Galicia 0,0: “Becoming ‘Title Sponsor’ of the Spanish Grand Prix in Jerez marks an extraordinary milestone for Estrella Galicia 0,0 in its involvement in the most important two-wheeled competition. Not only because we are taking a step forward in our association with MotoGP – complementing our status as Official Beer partnership – but also because we are doing it in such a special place as Jerez, one of the most iconic and charismatic events on the MotoGP calendar. The Spanish Grand Prix in Jerez represents for us the perfect combination of tradition, passion and excellence, values that are also very present in the brewing of our beers. So, we couldn’t find a better date in the MotoGP calendar to make sure that all motorcycling fans enjoy what I’m sure will be a great weekend and a memorable spectacle.”


Dan Rossomondo, Chief Commercial Officer, Dorna Sports: “We are happy to expand our partnership with Estrella Galicia 0,0 and welcome them as title sponsor for the Spanish GP. The atmosphere is always special at this Grand Prix and adding even more fan events in the city is exactly what we want to see. This partnership creates a whole weekend experience for the hundreds of thousands of fans descending on Jerez.”

Atairos to become minority partner of V Sports

V Sports S.C.S. (“V Sports”), a joint venture of Nassef Sawiris and Wesley Edens and the owner of Aston Villa FC Limited and Aston Villa Women Football Club Limited (together, “AVFC” or the “Club”), announced the completion of the previously announced agreement with Atairos under which Atairos will become a minority partner in V Sports.

V Sports will continue to own 100% of AVFC and will continue to have full control of all decisions at AVFC.

Nassef Sawiris and Wesley Edens said: “We are excited to enter this partnership with Atairos, which will provide capital to fund infrastructure investments and drive growth and sustainable value for AVFC and the broader V Sports network over time. Atairos is an established investor and has successfully partnered with numerous leading companies in the leisure, sports, live entertainment, and media industries, including in the UK and Europe. We are confident Atairos is the right long-term strategic partner to support our next phase of growth, and we are pleased to welcome the Atairos team to the V Sports family.”

Michael Angelakis, Chairman & Chief Executive Officer of Atairos, said: “We have deep respect for Aston Villa, its rich history and loyal fan base, world-class management team and employees, and the V Sports ownership group. We are confident this partnership will provide further long-term support for the growth of the Premier League and Aston Villa’s men’s and women’s teams. We look forward to working with Nassef, Wes and the Aston Villa team to strengthen the Club’s ability to compete and achieve even greater success.”  

Saudi Arabia’s Ambitious Vision for Para-Sports Development

In this week’s View From Middle East piece Patrick Raupach, Partner and Head of Public Sector at Portas Consulting, explores Saudi’s ambitious vision for para-sports development.

Saudi Arabia is embarking on an ambitious journey to develop and promote para-sports, aiming to create a thriving and dynamic para-sports ecosystem that serves as a model of inclusivity and excellence. This is not an easy task to build something that has taken other countries decades to achieve.

The government’s commitment to this vision is evident through initiatives such as Saudi Vision 2030, the Quality of Life Program, and the Fakher Program, which prioritize the well-being of individuals and families and promote healthy living through sports, making sports inclusive for all.

Despite the progress made, there are challenges that impact the growth of para-sports in Saudi Arabia, including a small pool of athletes, limited facilities, and a shortage of specialized workforce. However, the as their vision lays out, the country aims to become a regional leader in high performance and mass participation, with a Saudi Paralympic team consistently ranking among the top medal winners in regional competitions and bringing home multiple medals from the Paralympics.

To achieve this vision, Saudi Arabia needs to enhance the current understanding, recognition, and education surrounding para-sports, both among people with disabilities and the wider public, to raise awareness of the sporting opportunities available and increase recognition of para-sports. 

The country also plans to prioritize initiatives that break down existing barriers in para-sports for long-term, sustainable growth, including creating distinct roles and responsibilities for key para-sports stakeholders, setting up formal communication channels, and ensuring every stakeholder has a tangible, action-oriented plan for developing their portion of Saudi para-sports.

Furthermore, Saudi Arabia needs to continue to invest in providing accessible, para-sport-friendly infrastructure throughout the kingdom and develop a visionary national philosophy for para-sports, guided by the Saudi Olympic and Paralympic Committee (SOPC). The country also aims to ensure federations are given ample support and are incentivized to develop para-sports within their own disciplines, with initiatives such as creating a para-sports coaching accreditation, establishing a para-sport development fund, and developing a para-sports school program to ensure children with disabilities have access to participation opportunities.

In a key and highly positive move, the merger of the Saudi Olympic Committee and the Saudi Paralympic Committee into the Saudi Olympic and Paralympic Committee (SOPC) highlights the commitment to equality between athletes with disabilities and able-bodied athletes. Saudi Arabia has medalled in every edition of the Paralympics since 2008, accumulating 1 gold, 2 silver, and 2 bronze medals, showcasing the country’s achievements in para-sports.

With a clear vision and strategic initiatives in place, Saudi Arabia is poised to become a leader in para-sports, setting an example of a connected, innovative, and inclusive para-sports ecosystem that sparks inspiration for all. It needs to continue to embrace the initiatives in place and ensure para sport has a place across its whole society. 

Wasserman acquires women’s football agency Volante

Global sports, music, and entertainment company Wasserman has acquired the United Kingdom’s leading women’s football (soccer) agency, Volante Sports.

As part of the acquisition, Volante Director Luca Russo will join Wasserman as Vice President, Women’s Football, Europe.

“From the beginning of our conversations with Luca, I felt we were aligned on our relationship-first approach to talent representation and management – sharing core values of integrity and professionalism at the highest level,” said Motzkin. “I have no doubt that the addition of Luca, his team, and their clients will help further grow our women’s football practice globally and continue to provide precedent-setting deals and opportunities for our TeamWass clients.”

“Wasserman has long been a leader in global football – especially with regard to elevating women’s players – and it’s a privilege to be part of what I consider to be the premier representation practice in the industry,” said Russo. “Rich, Spencer Wadsworth, and the entire Wasserman football division have set the standard, and through our steadfast work for our clients, I hope to continue to be at the forefront of pushing boundaries as women’s football continues to grow and evolve worldwide.”

A longtime leader in the space, The Collective is Wasserman’s women-focused practice that exists to create change in support of equity and fairness for women. The aim of The Collective is to raise the visibility and drive inclusion of women in sports, entertainment and culture by providing unique insights, strategies and ideas.

Volante’s roster includes some of the world’s most prolific footballers, including Alessia Russo, Jorja Fox, Leah Galton, Lois Joel, Anna Patten, Emily Ramsey, Lucy Staniforth, and Maisie Symonds.

They will join Wasserman’s existing women’s football roster, which most recently featured 13 clients on the United States’ SheBelieves Cup winning team, highlighted by Jane Campbell, Abby Dahlkemper, Tierna Davidson, Emily Fox, Naomi Girma, Lindsey Horan, Casey Krueger, Alex Morgan, Olivia Moultrie, Jenna Nighswonger, Jaedyn Shaw, Sophia Smith and Mallory Swanson.

Wasserman also represents some of the biggest names in sports beyond women’s football, including Mikel Arteta, Chris Eubank Jr., Tony Finau, Brittney Griner, Alun Wyn Jones, Josh Kelly, Nelly Korda, Morgan Lake, Katie Ledecky, Auston Matthews, Connor McDavid, Weston McKennie, Megan Rapinoe, Geno Smith, Giancarlo Stanton, Diana Taurasi, Klay Thompson, Federico Valverde, Jamie Vardy, and Anthony Watson.

Russo and Volante have close to a decade of experience in the women’s football industry, offering bespoke, personalized service for some of the top WSL and WSL2 players.

The acquisition of Volante continues an ambitious growth strategy over the last 20+ years, and further positions Wasserman at the epicenter of the sports, music, and entertainment industries. Wasserman has become a leading marketing, management, representation and sales business that serves talent, brands and properties on a global scale, with the ability to provide tailored services and an unrivaled network of relationships, skills and specialisms.

“We are planning to introduce Formula 3 in India by 2026”

With India already have hosted MotoGP and Formula One, the motorsports landscape is further getting a push with massive interest and investment. iSportConnect’s Taruka Srivastav spoke with Akhil Reddy, Managing Director of Racing Promotions to know more.

Racing Promotions Private Limited (RPPL) is the only organization in India that has the rights to host Formula 4 & Formula 3 races in India. By when are you planning to host the first F3 race in India?

Racing Promotions Private Limited (RPPL) holds the exclusive rights to host Formula 4 and Formula 3 races in India. Our current plan is to introduce Formula 3 to India by 2026. This strategic decision is rooted in our commitment to nurturing and advancing the motorsport talent pool within the country. By hosting Formula 3 races domestically, we aim to provide Indian drivers with the crucial opportunity to take their first and second steps in motorsport from their homeland. This initiative not only elevates the profile of motorsport in India but also facilitates the development of homegrown talent, fostering a vibrant and competitive racing culture. We are dedicated to realizing this vision and contributing to the growth and success of motorsport on a national scale.

How is corporate and government support?

Corporate and government support for organizing races in India has been steadily growing, reflecting a promising trend in the motorsport landscape. Corporations are increasingly recognizing the value of sponsoring and partnering with racing events, viewing them as avenues for brand exposure, engagement, and market positioning.

Additionally, government support has been instrumental in facilitating infrastructure development, securing permits, and promoting motorsport as a viable sporting and tourism attraction. Initiatives such as tax incentives, regulatory frameworks, and promotional campaigns further bolster the collaboration between public and private sectors in fostering a conducive environment for racing events. Overall, the synergy between corporate sponsors and government entities underscores a shared commitment to nurturing the motorsport ecosystem in India, ensuring its continued growth, accessibility, and success on both national and international stages.

Does celebrity ownership of teams help?

Celebrity ownership of teams undoubtedly adds a significant allure and media spotlight to racing events. The association of well-known figures from the entertainment, sports, or business realms with racing teams brings heightened attention, fan engagement, and potential sponsorship opportunities. Celebrities often leverage their platforms and networks to promote their teams, attracting both casual viewers and die-hard fans to the sport.

Moreover, their involvement can inject fresh enthusiasm and glamour into the racing scene, appealing to a broader audience demographic beyond traditional motorsport enthusiasts. Additionally, celebrity ownership may pave the way for cross-promotional opportunities, collaborations, and endorsements, fostering synergies between different industries. While the direct impact on team performance may vary, the broader benefits of celebrity ownership in terms of visibility, brand building, and fan engagement are undeniable, contributing to the overall appeal and success of racing events.

How can more awareness be raised around motorsports in India?

Raising awareness around motorsports in India requires a multi-faceted approach that leverages various channels and strategies. Firstly, grassroots initiatives such as school programs, community events, and local racing competitions can introduce young enthusiasts to the sport, fostering a culture of interest and participation from an early age.

Secondly, partnerships with media outlets, both traditional and digital, can amplify coverage and storytelling around motorsports, highlighting the excitement, technology, and talent within the sport. Thirdly, collaboration with corporate sponsors and government bodies can facilitate the development of dedicated motorsport facilities, training programs, and promotional campaigns. Additionally, engaging with influencers, celebrities, and prominent personalities to endorse and participate in racing events can widen the sport’s appeal and reach across diverse demographics. By combining these efforts, a comprehensive awareness-building strategy can ignite passion, cultivate talent, and expand the fan base for motorsports in India.

Sportel Rendez-vous Buenos Aires – An International Sports Market & Summit

The SPORTEL 2024 season is in full swing! With just a few weeks remaining, anticipation is  building for the kick-off of SPORTEL Rendez-vous Buenos Aires, taking place from 14 to 15  May at the Hilton Buenos Aires, an inspiring relocation of the Americas event, being held for  the first time in a Spanish speaking country, in Argentina.  

Buenos Aires, the vibrant capital and revered hub of football and sports culture, the city is  famed for its abundant sporting talents and athletic excellence, including football, basketball,  rugby, boxing, and hockey. It is also renowned for organising multiple conferences and events  spanning international meetings, gastronomy, cultural, and scientific realms. Surpassing even  the renowned cities of New York City and Miami, Buenos Aires emerges as the premier destination for conferences across the Americas. Furthermore, Argentina was pioneer in the  TV cable industry, reaching the highest level of coverage in all Americas. It has also a high  level of content production, distributed all throughout the continent. 

SPORTEL Rendez-vous Buenos Aires will serve as the essential bridge for the global sports  tech and media industry, facilitating the exchange of experiences, best practices, and  innovations between the North and South American continent and the SPORTEL community. 

The 2-day market and summit will gather key decision makers from the LATAM region and  the rest of the world, such as 1190 SPORTS, ANTHEM SPORTS & ENTERTAINMENT, ACB,  BETWARRIOR, BIZID, DFB, DORNA SPORTS, EL CHIRINGUITO DE JUGONES,  EURODATA SPORTS, FANATIZ, E1 SERIES, ELEVEN TICKETS, ESPN, FIFA, GLOBAL  MMK, GLOBECAST, GLOBO, GRUPO MEDIAPRO, IKO MEDIA GROUP, IMG, IMPLY,  INFRONT, INTELSAT, IOC, LEGA SERIE A, LIBERO 33 MEDIA, LPGA, MADCO  BROADCAST SERVICES, MAJOR LEAGUE BASEBALL, MATCHROOM, MEGA TV,  MERIDIANO TV, ML SPORTS MEDIA, MOVISTAR+, NBA, PROFESSIONAL FIGHTERS  LEAGUE, PREMIER LEAGUE, PROTOCOL SPORTS MARKETING, ROSS VIDEO, SARAN  MEDIA GROUP, SES, SPONIX TECH, SPORTFIVE, SPORTRADAR, SPORTSVALUE, SPRING MEDIA, SUPPONOR, STATS PERFORM, TEAM MARKETING, TELEMETRICO,  TORNEOS, TYC SPORTS, VIVARO, WARNER BROS DISCOVERY, WORLD TABLE  TENNIS, WPT ENTERPRISES, ZAPPING, ZEUS SPORTS MARKETING etc. 

The event will kick off on Monday 13 May with an unforgettable Opening Party sponsored  by Bet Warrior and 1190 Sports, in one of the most emblematic spots in Buenos Aires,  Hipodromo Argentino Palermo, gathering all SPORTEL participants. 

“It is a unique opportunity to develop the South American market, where potential for  development is huge. This event will offer new networking, meetings, and business  opportunities with top executives from the sports broadcast and tech industry from Argentina  and beyond, in prepation to the many sports tournaments that the region will host in the  upcoming years. To make this event a great success, I am delighted to be joining forces with  valuable local partners, J & S EG, Lions Sports & Media, and ProEnter”, explains Laurent  Puons, CEO of Monaco Mediax. 

“We are very excited about the arrival of SPORTEL America to our country, having an event of  international quality in Argentina and being the first time in a Spanish-speaking country will  give a lot of prestige to the industry” said Jorge Strika, CEO of J &S Entertainment Group? 

“These types of events help strengthen and expand the development of the sports industry on  our continent, generating new business opportunities,” added Daniel Tamborini, CEO of Lions  Sports & Media. 

Check out the full participant list: https://www.sportelamerica.com/participant-list First speakers announced!

Through a series of engaging Masterclasses, Keynotes and Presentations, the Conference  Summit, will dive into emerging industry trends, which will enable the international SPORTEL  Community to explore new channels and partnership opportunities within LATAM and North  America. 

Hot topics will include: Latin America – The real land of opportunity; Reaching a new generation:  trends in streaming and digital content; The collaborative model that is changing the landscape  of Peruvian football; How the PFL created a global MMA powerhouse; AI shaping the future of  sports creating a new era of innovation; Pioneers of production for major sporting events; New  markets for in-play sports betting; The Pitch Perfect session and more to be announced! 

Current headline speakers include : 

Peter Murray, CEO, PROFESSIONNAL FIGHTERS LEAGUE 

José D’Amato Country Manager Argentina Uruguay aParaguay, GROUP MEDIAPRO Guillermo Santa-Cruz, VP Latin America & US Hispanic, IMG 

Hernan Donnari, Co-Founder and CO, 1190 SPORTS 

Juan Buscaglione, Genereal Manager, FANATIZ 

Mohammad Ali Abbaspour, CEO, SPONIX TECH 

Michael Muller, Broadcast Director, PANAM SPORTS 

Fabio Gallo, General Manager Europe & Asia, VIEWLIFT 

Danny Citrinowicz, CEO and CO-Founder, BIZID 

Facundo Pardo, CEO and CO-Founder, BIZID 

Callum McCarthy, Editor in chief, SPORTBUSINESS 

Tironi Paz Ortiz, CEO, IMPLY 

Cesar Sbrighi, COO, EVENTICKETS 

Joanna Merchie, Conference Director, SPORTEL 

More information on the programme : https://www.sportelamerica.com/programme and speaker updates: https://www.sportelamerica.com/speakers 

• Press Registration: https://press.mysportel.com/wizard/step_1