Juventus agrees first-ever back sponsorship deal

Juventus and Cygames signed a historic three-year agreement, as part of the international development plan carried out by the Italian club.

Starting from the 2017/18, for the first time in the history of the club, will appear the name of a sponsor in the back of Juventus’ game shirts.

Cygames, a leader in video game production and part of the CyberAgent group, was founded in Tokyo in 2011 and has become one the most important player in the entertainment industry.

“Today is a very important day for Juventus,” said Giorgio Ricci, Head of Global Partnerships and Corporate Revenues at Juventus. “For the first time in the history of the club, we’re announcing a sponsor appearing on the back of the shirt.

“The possibility of having a partnership with a prestigious international company has given us the motivation to think about this kind of partnership.”

“Therefore, we are proud to welcome Cygames into the Juventus family of sponsors. This is a strategic agreement for Juventus because it allows us to penetrate strongly in the Japanese market, and more generally to strengthen our presence in Asia.”

The new back sponsor will debut on Juventus’ shirts on 22 July at the MetLife Stadium in New York, during their first International Championship Cup game against Barcelona.

Cygames Chairman Koichi Watanabe said:  “We are excited and honoured to have signed this partnership agreement with Juventus, which will allow us to be the official sponsor of the club.”

“This partnership was predestined, given the colours that identify both brands: white and black. Certainly, Juventus and Cygames share the same mission: to give emotions and dreams to people all over the world, making us bearers of positive values.”

Liverpool announces team entry in Clipper Race global ocean challenge

Clipper Race revealed that Liverpool 2018, Liverpool City Council’s newest international destination campaign, will be a team entry in the Clipper 2017-18 Round the World Yacht Race.

The race starts in just under a month, on 20 August, from the city’s historic Albert Dock.

Taking advantage of the race’s global platform, the Liverpool 2018 team will visit twelve international destinations on six different continents throughout the eleven-month Clipper 2017-18 Race and will reach many more via the event’s international crew who represent over 40 nationalities, as the city once again looks to promote itself as one of Europe’s leading visitor destinations.

Making the announcement, Liverpool Mayor Joe Anderson said: “We’re delighted to be a Clipper Race team partner – not only are we part of the action, but it means that, once again, Liverpool is going to be seen across the globe by millions of people.

“As host port for the start and finish of this prestigious race, we couldn’t miss the opportunity to have a city-dedicated vessel as part of the competition.

“Maintaining an international profile is vital to us – we want this city to be at the forefront of people’s minds when it comes to choosing a destination to visit, invest in, study in, or move to, and having such a prominent presence as part of the Clipper Race will help us achieve this.

Liverpool 2018 aims to attract audiences of millions of people, create significant economic impact and push Liverpool to the top of the ‘must-visit’ cities in 2018.

Liverpool’s decision to become both a team entry and the Start and Finish Partner for the Clipper 2017-18 Race also marks ten years since it last hosted the event, in which it also entered a Liverpool 08 team to mark its European City of Culture status, making it a natural fit to lead the campaign once again.

The Clipper Race is the world’s greatest ocean challenge and is unique as its raced by everyday people from all walks of life. More than 700 non-professional sailors, representing over 40 nationalities, will compete for eleven months on a fleet of twelve identical 70-foot ocean racing yachts, each led by a professional skipper.

Leading the Liverpool 2018 team will be Clipper Race Skipper Lance Shepherd, from Blackpool. Of the 16 Clipper Race crew taking part in the race, eleven will be racing on board Liverpool 2018.

Speaking on board the Liverpool 2018 team yacht, which reveals the campaign’s brightly coloured branding, Lance said: “It is my absolute honour to be taking the reins of Liverpool 2018 for the 2017-18 edition of the Clipper Race”

“Being from the North West, with lots of personal connections to the city, I was thrilled when it was announced that the Clipper Race was returning to Liverpool and I have always made it very clear I would love the opportunity to lead a Liverpool team.

“I feel very proud to be representing the Liverpool 2018 vision, and in turn, I hope the people of Liverpool really get behind our team and feel similarly about us as we will certainly do our best to make them feel proud throughout the race.”

The Clipper Race fleet will arrive in Liverpool on Monday, 14 August where a Race Village will be open in Albert Dock, allowing members of the public to come and have a closer look at the yachts and meet the crew ahead of their epic journey.

After bidding farewell to the crowds in an exciting departure ceremony in Albert Dock in Liverpool on 20 August, crews will start their opening 6,400 nautical miles race on the River Mersey before making their way across the Atlantic Ocean to the first stopover port, Ponte del Este, Uruguay.

The fleet will then continue on to Cape Town, Fremantle, Sydney, Hobart, the Whitsundays, Sanya and Qingdao in China, Seattle, Panama, New York, and Derry-Londonderry, before completing the circumnavigation in Liverpool on July 28, 2018.

Eurosport extends Tour de France broadcasting deal to 2023

Eurosport has sealed a new deal with the European Broadcasting Union and Amaury Sport Organisation that ensures cycling fans across Europe will be able to watch every minute of the Tour de France live on its channels for the next six years.

The four-year agreement will see Eurosport broadcast every single stage of 2020, 2021, 2022 and 2023 editions of the world’s most famous cycling race exclusively in 38 countries, with the first 75 minutes of action also exclusive in many of the remaining European markets.

The latest agreement extends 32-year long Eurosport’s association with the Tour de France.

Peter Hutton, Eurosport CEO, said: “We proudly claim to be the home of cycling and this new deal is further proof of that statement. We now have every minute of the Tour de France until 2023, meaning all the Grand Tours, the five Monuments and over 30 UCI World Tour events will be on Eurosport.”


The message for cycling fans is clear, Eurosport is the best place to follow the sport – we have every sprint, climb and break away from the biggest races covered on TV or on the go and on-demand via Eurosport Player.”

The new deal follows last month’s announcement that Eurosport had enhanced its current contract allowing fans in 54 European markets to benefit from up to 25 hours more live Tour de France coverage for the next three editions of ‘Le Tour’, including, for the first time, every minute live.

Hutton added: “The Tour de France remains the sport’s biggest event and we are delighted that the average viewing figures for this year’s Tour have increased, even when you consider we’ve delivered over 20 hours more live coverage compared to 2016.”

“We remain committed to looking at ways to improve the production of the sport, using more access to data to give a clearer explanation of the stories of each day.”

Betsafe agrees deal to become principal partner and official betting partner of Saracens

• Betsafe branding will appear on Saracens’ shirts for the next three years

• On-the-ground activations will bring fans closer to the match action

• The deal marks Betsafe’s rapid UK expansion in sport sponsorship

Betsafe, the online bookmaker and gaming company known worldwide for innovative campaigns and premium sponsorships, has announced it will be a principal partner and the official betting partner of back-to-back European Champions Saracens from the 2017/18 season.

The global sponsorship will run for the next three years, and will see Betsafe branding on the squad’s home and away shirts, one of the first betting brands in this space, as well as at Saracens’ home ground, Allianz Park.

The deal represents the first rugby sponsorship for Betsson Group, connecting Betsafe with a high-energy sport whilst staying true to the brand’s heritage and reflects Betsafe’s rapid growth in the UK.

Famous for engaging fans, Betsafe will use the sponsorship to create exclusive and innovative content that brings supporters closer to the action, as well as offering them bespoke betting offers throughout the season.

Betsafe branding will also be present at the London Double Header at Twickenham in September – the opening game of the season ­- and at other home games, engaging fans with exciting activations.

Speaking about the sponsorship, Nicola Fitton, Managing Director at Betsafe, said: “We are delighted to announce our new partnership with Saracens today. Saracens is a club that is defined by professionalism, desire and outstanding performance and these are values that we reflect every day at Betsafe.

“We firmly believe that passion always overcomes the odds, and there is no passion like that of a Saracens fan or player. We are delighted to be part of the Saracens family and we look forward to supporting the club going forwards.”

Heath Harvey, Saracens Chief Executive said of the partnership: “We are delighted to welcome Betsafe as a sponsor of the club. They are a company with a proven track record of partnering elite sports teams in the UK and we look forward to a long and successful partnership.

“We believe that we have partnered with a company who are extremely ambitious and have a drive and passion for innovation ­ values that we can strongly resonate with at Saracens.”

Saracens joins Betsafe’s growing sporting roster, which includes Manchester City, Tony Bellew, Cage Warriors and the inaugural Star Sixes football tournament for legends.

SportAccord convention & LawAccord: ‘A must-attend for any lawyer involved in the legal business of sport’

SportAccord Convention, the most influential sports business summit and global gathering for the sporting community, is delighted to share an overview of the #SAC2018 LawAccord conference programme set to take place on Wednesday, 18 April 2018. SportAccord Convention is attended by all international federations (IFs) and the LawAccord sessions will be of particular interest to IFs, cities and regions, event hosts, as well as lawyers and sports administrators.

The conference will be led by Stephen Townley, Chair of LawAccord and Michael Lenard, the Vice President of the International Council of Arbitration for Sport (ICAS) who commented:

“The LawAccord (1:50) conference is a crucial part of the (GAISF) SportAccord agenda. Here at SportAccord Convention, we have all the international federations present and they are an important stakeholder, like the NOCs, like the IOC, and like the athletes. So for us, it’s a prime moment to have conversations with them and provide education to them.” Lenard went on to say, “This year’s focus on the legal aspects of hosting major sports events is particularly relevant for stakeholders, as well as cities and legal teams.”

The legal business of awarding and hosting major events has changed significantly in recent years becoming ever more complex. International federations and cities are having to find new ways to work and collaborate, as well as satisfy all the legal requirements that come into play.

The LawAccord Conference programme will set-out to identify the legal risks for international federations and cities and what this means for legal teams and sports administrators. Topics will include: identifying and analysing areas of potential conflict in host city agreements; common disputes and challenges with hosting major events; and whether the host country may impact risk disputes at ‘local’ level.

Session topics will also cover the key drafting issues for lawyers and who should take the risk; the increasing impact of criminal law and anti-corruption regimes and how this affects awarding major sports events; anti-doping programmes and responsibilities; and how to mitigate against litigation risks including the role of insurance, Alternative Dispute Resolution (ADR), and CAS ad hoc panels.

Registration for #SAC2018 is now open.

Premier League club Stoke City partners with virtual reality company Beyond Sports

Premier League club Stoke City will start working with virtual reality technology ahead of the start of the 2017-18 campaign.

The Potters’ use of the rapidly evolving technology will focus on analysing matches in virtual reality and training their goalkeepers in collaboration with the Dutch sports tech company Beyond Sports.

The technology is based on real match data and will allow the club to create scenarios based on a certain game-plan or specific approach. Mark Hughes’ staff plan to recreate situations in virtual reality to improve their players’ positional intelligence.

A Beyond Sports statement read: “Scientific research fuels the possibilities for more specific training for individual athletes and promises structural player enhancement in both performance and tactical decision making.

“Reliving certain situations through the eyes of the player gives incredible insights that come from the position from which the player actually witnessed the game. Recognition leads to enhancement.”

Stoke City is not the first professional football club in the United Kingdom to use virtual reality to enhance their players. Beyond Sports already partnered with Arsenal two years ago.

Brendan Foster joins Birmingham’s 2022 Commonwealth Games bid team

Commonwealth Champion and legendary long-distance athlete, Brendan Foster CBE, has been announced as the latest addition to the Birmingham 2022 Bid team.

As an Olympic bronze medallist and Commonwealth Champion, in the 10,000m in Edmonton, Foster brings valuable insight from an elite athlete’s perspective. His contribution is further enhanced by his sports business expertise gained from founding and managing the successful mass-participation sports event company, Great Run.

It is Great Run’s involvement with the city of Birmingham, helping to build its reputation as the City of Running, that has endeared Birmingham to Foster and helped cement his support. Foster and Great Run have been responsible for the Great Birmingham Run, Great Birmingham 10k and this autumn’s inaugural Birmingham International Marathon.

Foster will shortly be hanging up the microphone as part of his role on the BBC Sport commentary team. This summer’s London 2017 IAAF World Championship will be his last major athletics event, meaning he has more time to back Birmingham’s bid for the 2022 Commonwealth Games.

Brendan Foster CBE, Olympic medallist, Commonwealth Champion and Founder of the Great Run Company, said: “When Ian Ward invited me to join the Birmingham 2022 Bid team I was delighted to accept.

“Birmingham is an ambitious, vibrant city with a great sporting heritage and I believe the ideal location to host such a prestigious global event.”

“Our company has a strong relationship with Birmingham through organising Great Run events in recent years and in October we’ll be staging the first marathon in the city for 28 years.”

Ian Ward, Deputy Leader Birmingham City Council and Chair, Birmingham Commonwealth Games Steering Group, added: “We are thrilled that Brendan is joining our team to help secure the Commonwealth Games for Birmingham.

“His knowledge, both as a former athlete and as a business professional, will be a boost to our efforts. In recent years, with the Great Birmingham Run and the forthcoming Birmingham International Marathon in October, we have worked closely with Brendan and his team and have seen them deliver some outstanding events for the city.”

iSportconnect announces new Directors’ Summit format with inaugural event to be staged in Lausanne

iSportconnect is delighted to announce that we will be staging our inaugural Directors’ Summit in Lausanne on September 27.

The format of the Summit, which will first be staged at The Olympic Museum, will differ to our traditional Directors’ Club events. Proceedings will last for a full day and feature a combination of panels and interviews with 150 plus c-level executives in attendance. Our Lausanne Summit will be followed by Summits in Dubai, Beijing, Singapore, Madrid and many more prestigious locations.

The Summit represents a breakthrough opportunity for top-tier executives in the Olympic Capital to experience and enjoy the unique learning and networking benefits of iSportconnect’s exclusive invitation-only event concept.

iSportconnect has assembled a content programme that will bring together thought influencers from premier rights owners and brands to discuss and debate strategic issues impacting the future of the global sports business.

Panel discussion topics will include Safeguarding the Image of Sport, The Challenge of Hosting Major Events and Digital Disruption & The Future of Sport.

The friendly and confidential atmosphere of iSportconnect events encourages the free exchange of ideas, and the networking opportunities are unparalleled.

What makes the Directors’ Summit so special?

  • The Directors’ Summit is open exclusively to Director/C-Suite level executives at sports rights holders, sponsorship brands and broadcasters.
  • Event capacity is capped at 100 delegates allowing intimate access to key decision makers in the sports industry.
  • No agencies or press in attendance and as we follow Chatham House Rules, all panel discussions will remain confidential.

There is limited space for this exclusive event so please email Dimitrios (dimitrios.syrmis@isportconnect.com) to confirm your interest in attending.

In partnership with world leading professional service firm PwC’s Sports Business Advisory Practice and with the support of ThinkSport

Brentford Football Club and Curtis Sport sign programme partnership

Brentford Football Club has entered a partnership with Curtis Sport to be the Official Programme Supplier for the next three seasons.

The experienced print and sports specialist will have responsibility for the sales and distribution of Brentford FC’s matchday programme, which will be redesigned for the new season.

There will also be a new Programme Editor this season with Sam Marshall, newly appointed to the Club’s Communications team, taking on the role. Curtis Sport produces matchday programmes for sporting organisations across the country.

They work with football clubs including West Bromwich Albion, Aberdeen and Millwall and well as Rugby League, Rugby Union and speedway teams.

The West Midlands based firm will be designing and printing the programme as well as taking responsibility for matchday and online sales.

The Club will maintain control of the editorial content.

Mike Sullivan, Brentford FC Commercial Manager, said: “We are delighted to partner with Curtis Sport. Our matchday publication is a very important part of our communication with supporters near and far.

“We want it to be recognised as one of the best around and it was important that we found a partner who shares our values. Curtis Sport already produce quality match programmes for several other clubs and with our new Programme Editor Sam also in place we believe there will be a great product for our fans to read.”

Stuart Curtis, MD of Curtis Sport added “We are proud to be working with Brentford from this season. We are joining the club at an exciting time and we aim to produce a programme that fans will enjoy.”

ITU World Triathlon Series returns to Leeds in 2018

The International Triathlon Union (ITU) is pleased to announce that the ITU World Triathlon Series will return to the city of Leeds for a third successive year on 9 and 10 June 2018.

Leeds joins Bermuda, Abu Dhabi, Yokohama and the Grand Final on the Gold Coast as host locations confirmed for 2018 ITU World Triathlon Series.

Last month, in excess of 70,000 spectators cheered on the world’s best triathletes including local heroes Alistair and Jonny Brownlee who celebrated a second successive one-two finish in Millennium Square as the city received a true triathlon takeover.

Marisol Casado, ITU president and IOC member, said: “We are delighted to come back to Leeds, home of the Brownlee brothers, for the third year. It is always amazing to see the support of the people of Leeds to this event, the thousands of spectators cheering on the streets, and the city showcasing its best all over the world. And will be again superb to have the greatest triathletes in the world competing here, along with thousands of amateur triathletes.”


Alistair Brownlee, Olympic Champion and two-time winner of the Columbia Threadneedle World Triathlon Leeds said: “The Leeds leg of the ITU World Triathlon Series has been the standout race in the Series for the past two seasons and to be able to look forward to a third year in a row and go for a hat-trick of wins is really exciting. It’s very special to be able to race in my home city and to win in front of so many fans, is incredible.”

For Jack Buckner, Chief Executive of British Triathlon, “last month was a fantastic advertisement for the sport of triathlon and I hope the millions who watched have been inspired to get involved in our sport. To have confirmation of the 2018 event, shows the level of success of the Leeds leg of the ITU World Triathlon Series and the team can’t wait to deliver another outstanding triathlon experience for everyone next year.”

The 2018 event will once again be supported by the National Lottery and organised by British Triathlon, in partnership with Leeds City Council, UK Sport and the ITU. Organisers will be looking to build on the high quality experience delivered for this year’s participants, fans and volunteers as the event aims to inspire even greater participation in the sport of triathlon.

Leader of Leeds City Council Councillor Judith Blake, said: “We are extremely proud and excited that Leeds will have the opportunity to host its third ITU World Triathlon Series event in 2018. The atmosphere generated by the large crowds in attendance at the 2017 Columbia Threadneedle World Triathlon Leeds events was simply unbelievable and some of the best that the sport has ever seen. Next year’s occasion promises to be just as spectacular and we look forward to welcoming once again both athletes and spectators to the city where they can be guaranteed another huge Yorkshire welcome.”