World Freestyle Football Association inks deals with Predator Energy and Fury Energy in Africa

The World Freestyle Football Association, together with acclaimed energy drink brands Predator Energy and Fury Energy, both trademarks of Monster Energy Corporation, have announced their collaboration to elevate four National Freestyle Football Championships in Africa and support their local communities in taking their competitive scene to the next level.

The four countries included in the partnership are Nigeria, Kenya and Uganda (together with Predator Energy), as well as Egypt (thanks to the support of Fury Energy). The agreement will allow these four tournaments to feature not just an electrifying Grand Final both for male and female freestylers, but also a touring roadshow in several locations across each of the countries to further excite and engage local football communities.

A core component of the roadshow will be the education and mentoring of 100 community leaders (Football coaches, NGO workers and teachers) within each country who are working with 16-to-25 year-olds. The WFFA’s FsLife Development training course will equip all community leaders in attendance with the resources and ability to build self-esteem and entrepreneurship through football within their communities.

The dates and locations for the National Freestyle Football Championships are as follows:

  • Nigeria: Lagos,21st September 2024
  • Egypt: Cairo, 9th November 2024
  • Kenya: Nairobi, 29th November 2024
  • Uganda: Kampala, 6th December 2024

Dan Wood, Head of Partnerships at the WFFA, said: “It has been a fantastic process to collaborate and map this partnership with the team at Predator & Fury. Their commitment to grassroots and the development communities across Africa is what really excites us at the WFFA and are proud to team up initially in these four dynamic countries”

Valentine Ozigbo, WFFA Non-Executive Director and Chairman of the event promoter Feet’N’Tricks, added: “We are really thankful to Predator Energy in Nigeria for this great partnership; we are able to build a flagship example of how Freestyle Football can transform the lives of people across Africa and the world when key stakeholders come together. We are truly excited for what can be developed together in the future”

Rob Adkins, Predator & Fury Energy Brand Director, said: “We couldn’t be more excited to be partnering with WFFA and to further strengthen our presence within football. Our ultimate mission is to build fans of our brands and to add value to local communities through football. The WFFA is already making an impact in that respect, so we’re keen to see how we can take this to the next level via our partnership.”

McLaren Racing extends partnership with NTT Data

McLaren Racing is expanding its partnership with NTT DATA, which will become an Official Partner of the McLaren F1 Academy Team.

Starting this weekend with the race in Zandvoort, the partnership will see the logo of NTT DATA, a global innovator of business and technology services, carried on the race car of driver Bianca Bustamante for the remaining races of the 2024 season and beyond.

The expanded partnership builds on NTT DATA’s existing agreement with the Arrow McLaren IndyCar Team. NTT DATA has been Arrow McLaren’s Official IT Services Partner since the 2023 season, supporting the team with data strategies and scaling analytical capability as well as being the title sponsor of the NTT DATA Strategy Control engineering centre that travels to track.

Matt Dennington, Co-Chief Commercial Officer, McLaren Racing, said: “We are delighted to further develop our partnership with NTT DATA into the world of F1 Academy – a relationship which has gone from strength to strength with our Arrow McLaren IndyCar Team. We’re proud to work closely with our partners to continue to open up motorsport to female drivers, and we are pleased to have NTT DATA join us on this journey.”

Mona Charif, Chief Marketing Officer, NTT DATA, Inc., said: “As a trusted global innovator of business and technology services, NTT DATA is proud to be associated with F1 Academy to support emerging talent and promote diversity across all levels of motorsport. Our partnership with McLaren Racing reflects our shared values and commitment to creating a more diverse and equal playing field on and off the track.”

Concacaf onboards Riyadh Air as airline partner

Riyadh Air, Saudi Arabia’s new digitally native airline wholly owned by the Public Investment Fund (PIF), and Concacaf, the FIFA Confederation of North, Central America and Caribbean Association Football, have announced a multi-year partnership.

This partnership underscores Riyadh Air’s dedication to expanding its presence in global sports and connecting fans and communities worldwide.

As the “Official Airline Partner” of Concacaf, Riyadh Air will support all of the Confederation’s national and club competitions across North America, Central America, and the Caribbean, supporting the growth of men’s, women’s, and youth football. The partnership will bring together two ambitious organizations with a shared commitment to excellence and connectivity.

Osamah Alnuaiser, SVP, Marketing and Corporate Communications at Riyadh Air, said, “We are glad in Riyadh Air to announce this strategic partnership as the power of sport draws the world closer together. In Riyadh Air we connect communities and build bridges across cultures, languages and experiences. As one of the Kingdom’s most beloved sports, our partnership with Concacaf will bring passionate football fans closer to thrilling games and action where we reach all over the globe, especially in countries and territories in the Concacaf region. As the official airline partner of Concacaf, we are committed to developing the sport, enshrining our shared values of excellence in the skies and on the field.”

Philippe Moggio, General Secretary of Concacaf, said, “This partnership with Riyadh Air marks an exciting new chapter for Concacaf. Their global vision will support us in elevating all aspects of football in Concacaf, from grassroots programs to our world-class tournaments. We are particularly excited about the opportunities this partnership will create to connect fans across continents and inspire them to passionately follow the beautiful game.”

Chelsea FC signs Fever as Principal Partner

Chelsea FC has signed Fever as Principal Partner.

Fans will see the Fever logo on the men’s first-team kits worn today. It will also feature on the Chelsea Women and Academy players’ kits for their forthcoming seasons.

Full details of the partnership and the enhanced Chelsea fan experience will be unveiled at a press event in September at Stamford Bridge, where additional surprises and experiences for fans will also be announced.


Inspiring more than 200 million people every month, Fever has become the world’s leading technology platform for entertainment discovery. Fever has partnered with some of the leading brands and creators worldwide to power over 150,000 experiences and venues across all major live entertainment categories, including music, theatre, sports, cultural institutions, and blockbuster immersive experiences.

Chelsea fans can sign up at feverup.com starting today to be the first to know about the upcoming partnership and benefits.

Chelsea Football Club’s chief revenue officer Casper Stylsvig said of the partnership: ‘We are delighted to welcome Fever to the club as Principal Partner. As a company they have been hugely innovative in the live entertainment industry, helping their users to access events and experiences in a new way. Their service level is first-class, and we know they will help people discover not only Chelsea but also London as a city as well, in a unique and immersive way.’

Fever’s SVP of global business development, Mariano Otero, said: ‘Fever is thrilled to partner with Chelsea FC as we further our mission to elevate the fan experience for the world’s leading brands through innovative technology. This partnership will equip one of the world’s top football clubs with cutting-edge technology, creating even more exciting and creative ways for fans to engage with their team.’

Breaking the Mould: how Paris Olympics successfully embraced traditional and modern 

As France hosted the hip-hop Olympics and broke every coverage record, David Granger, director of Arc & Foundry looks back at the highs, the lows and the breaking.

As the baton passes across the Atlantic, as LA takes over from La belle France, as the Olympics goes to Hollywood, how will Paris 2024 be remembered? And what lessons can be learned from the good, the bad and the breaking for future coverage and partnership activation?

The XXXIII Olympiad set out its stall with an opening ceremony which fiercely divided opinion, bringing heavy metal to historical settings and revealing a deep lack of knowledge amongst some viewers. It also had its critics when the athletes arrived by boat, rather than traditional track parade – and during the event there was the odd disgruntled Parisian and tourist, inconvenienced by the boarding up of the Eiffel Tower and lack of boat rides along the Seine. It may have been a contentious start, but not one which was subsequently affected coverage.

Looking back, the uptake, interaction and consumption globally was beyond even the most optimistic of expectations. 

Top six stats? 

  • In the UK BBC Sport had 36.1 million viewers watched 15 minutes or more of the Paris Olympics on BBC TV – equivalent to 59% of the UK population.
  • In the US, NBC averaged 32.2 million daily viewers – a 76% rise from the Tokyo Games
  • In France, the opening ceremony was seen by 24.4 million viewers the most-watched event on French TV
  • The official social media handles had more than over 12 billion engagements, more than double that of Tokyo 2020
  • The Olympics was the No. 1 sports app in over 70 countries and the top used overall in key markets, including the USA, France and Italy
  • The IOC president Thomas Bach said half the world’s eight billion population will have tuned into the 2024 edition or connected with it on social networks

But… not everything was sporting and not everything was planned content. 

From those opening controversies there followed a series of arguments which were more fuel for social rage as subject for sporting commentary. From Algerian boxer Imane Khelif to French pole vaulter Anthony Ammirati’s anatomy and from French diver Jules Bouyer’s swimsuit to Turkey shooter Yusuf Dikec, the online debates and opinions came thick and fast. 

They weren’t always warranted, they weren’t always in the spirit of the games, and for much of the time they were not related to sport. The debate rages as to whether Australia’s b-girls were inspired or put off by their athlete, Raygun. The irony of that event of course is that it won’t be contested in the US, the home of hip-hop culture which spawned break dancing. (In its place? Cricket. An interesting substitution).

In fact, arguably, Paris was the hip hop Olympics. Not only did rap luminaries such as Ice T wade into the breaking conversation, but Public Enemy’s Flavor Flav was a cheerleader for the US Women’s Water Polo team and then… and then there was Snoop Dogg.

Whoever came up with the concept of sending Calvin Cordozar Broadus Jr. (or Snoop Dogg to his fans) along to France needs to get a bonus equal to the pay day the West Coast rapper allegedly received. From torch bearer to closing ceremony and everything in between, including full equestrian get up, the man Molly Solomon, NBC’s executive producer of the Olympics described as an “ambassador of happiness” brought a whole new level of insight, information and entertainment to the event. And not just for the US audiences.

He was quite excellent at bringing not only the games, but the spirit of the games to audiences.

After the misfortunate which Covid cast over the Tokyo games, the Olympics were looking to re-set and Paris did exactly that. From the spectacle of the ceremonies to the full houses and sporting triumphs, it delivered.

The organisers and the athletes demonstrated that there is still exceptional return on the investment for those involved, but also it can appeal across channels and across demographics. LA has a tough act to follow. Paris brought the ancient venues, the traditional sports and the modern games and ensured sport triumphed in terms of coverage, athleticism and engagement, right across the demographics. 

Sources
www.olympics.com 
www.poynter.org
www.bbc.co.uk/sport
www.deadline.com

www.forbes.com

iSportConnect welcomes mycrocast as latest client

iSportConnect is delighted to announce mycrocast as the latest client of its Advisory division.

mycrocast is a SaaS audio platform that enables clubs, associations and leagues to create live audio broadcasts that can be consumed inside and outside the venue, without any need of special hardware.

Along with UEFA & the EHF, more than half of the German Bundesliga clubs, Ajax Amsterdam & BSC Young Boys have already adopted the technology.

Joe Rowland, Head of Partnerships, iSportConnect: “I’m delighted to welcome mycrocast to the iSportConnect network. When we first spoke with Marcel, it was clear they had developed a product which offers real value to clients in sport and the case studies they produced backed that up. We are excited to work alongside Marcel and the team to continue that growth journey as they look to expand into new markets”.

Marcel Hesse, CEO, mycrocast: “We are delighted to be working with iSportConnect to push ahead with our internationalisation. From the very beginning, we have been able to quickly build trust through our conversations”.

iSportConnect Advisory is a full-365 service offering strategic guidance, market positioning and relationship building in sport. iSportConnect is helping many organisations, such as InCrowd, ATPI, Magnifi, Tixr, EXL and many more, drive new business in sport.

Aurora Expands to the Middle East and appoints James Pearce as Managing Director, MENA

Multi award-winning production house Aurora Media Worldwide is expanding into the Middle East and has announced the appointment of James Pearce to the newly created role of Managing Director, MENA.

This strategic move is underpinned by the opening of a new Riyadh office alongside advanced plans to also operate a production hub in Abu Dhabi. It underscores Aurora’s commitment to delivering pioneering, high-end content across live, original, branded, and digital formats that aligns with the region’s ambitions for growth in sports, entertainment, and major events.

The new production bases will be led by James Pearce, who has been instrumental in driving Aurora’s expansion into the region over the past few years. Pearce previously held the post of Partnerships Director at Aurora and has a proven track record in developing new business, building strong relationships, and managing teams.

“Aurora’s unique position in the marketplace for innovative, high-quality content makes this expansion a natural progression,” said Lawrence Duffy, CEO of Aurora Media Worldwide. “Our pioneering approach and focus on innovation aligns perfectly with the UAE and Saudi Arabia’s own ambitions to forge ahead with building on the growing interest in sport, entertainment and major events.”

James Pearce expressed his enthusiasm for the new role: “I am thrilled to lead Aurora’s expansion in the Middle East. The region is rich with talent and opportunity, and we are eager to harness and contribute to its growing media landscape.”

Aurora, part of the All3Media Group which was recently acquired by joint venture investment platform RedBird IMI, has already established a significant presence in Saudi Arabia. Projects include various live and non-live productions, including host broadcasts for Formula E, Extreme E, E1 Series and Supertri, hosted in Riyadh, Jeddah and NEOM, and the Custodian of the Two Holy Mosques Endurance Cup in AlUla.

In addition to live productions, Aurora has been involved in a host of original, branded, and digital content projects in the region. These include content for the Royal Commission for AlUla, covering short form originals to digital branded content during the festival seasons, and programmes for the Fursan and Camel Cup. Aurora has also created a short form documentary for the Saudi Surfing Federation, hosted on Shahid. In the UAE, Aurora is producing digital content for Nike, including the new football kit launch for Al Ain FC, the UAE’s most successful football club.

Nottingham Forest FC signs cryptocurrency brand Floki as official partner

Floki, the cryptocurrency ecosystem has been announced as an official partnership with Nottingham Forest Football Club.

Floki will utilise the partnership to promote itself as well as its sister brand Valhalla, the MMORPG (Massively Multiplayer Online Role-Playing Game) which brings a fresh spin to the classic creature-collection adventure game in a lively world.

As Official Partner, both Floki and Valhalla will gain substantial global visibility throughout the season of the Premier League at all home matches, including 19 Premier league matches and domestic cup games.

The Premier League is the biggest domestic club competition in the world reaching over 2.7 billion viewers per matchday. Viewers can expect to see Floki’s and Valhalla’s presence on the home match perimeter boards, and across an extensive range of digital and social media assets , affirming the brand’s strategic market presence and global visibility.

Nottingham Forest was formed in 1865. The club has won 11 major honours during their history: one league title, two FA Cups, four League Cups, one FA Charity Shield, back to back European Cups (now the UEFA Champions League) and one UEFA Super Cup.

Nottingham Forest Chief Operating Officer, Paul Bell said: “We are delighted to welcome Floki as official partner and look forward to working closely with them as we head into the 2024/25 season. As one of the most innovative companies within this sector, we’re excited to work collaboratively with the Floki community.”

A media representative of Floki said “ We are proud to join the ranks of the Premier League with a club that is an institution in world Football. Just as Nottingham Forest are building a future as a dominant force in world football, Floki is on the same journey to establish itself as one of the most successful brands in its sector, constantly challenging and innovating with brands like Valhalla.”

Paris shows Olympic Games not Mission Impossible in multi crisis world as IOC’s top gun prepare to sign off

Olympic Games advisor, Michael Pirrie, says the Paris Games has returned the mega sporting event to its premier status in the world, and cemented legacies of major reform for the Olympic Movement under IOC President Thomas Bach and his lieutenant John Coates.

Paris ended its Games in spectacular style with Tom Cruise diving into Stade de France as MI field agent Ethan Hunt and leaping onto a motorcycle with the Olympic flag before leaving the Olympic stadium bound for Los Angeles.

This was a dream Hollywood ending to the Paris Games as the Olympics move on to the world’s movie capital. 

It was Risky Business but not Mission Impossible as Cruise followed in the footsteps of Daniel Craig and James Bond 12 years earlier on Her Majesty’s Secret Service, accompanying the late Queen on a surreal helicopter ride from Buckingham Palace and parachuting into the Stratford Olympic Stadium to open the London Olympic Games.

The Paris Olympic Games had its own cinematic qualities and themes as well spanning the human experience.  

Set against the backdrop of a world in turmoil, on the brink of full-scale war in the Middle East, threats of nuclear annihilation by Russia, and return of fundamentalist terror groups in Europe, on the Olympic home continent, Paris staged a joyful Games that thrilled and excited world-wide audiences.  

The success of Paris was the high point of IOC president Thomas Bach’s tumultuous term in office, the latest in a succession of some of the most improbable Games scenarios to confront an Olympic leader

These include the Pyeongchang Winter Olympic Games on the politically divided and dangerous Korean Peninsula packed with nuclear missiles; Tokyo Summer Games in the middle of a killer global pandemic; and the cold diplomatic boycott of the Beijing Winter Olympic Games amid concerns of serious Chinese human rights violations .  

The delivery of Paris and other Games on Bach’s watch, under his signature reform agenda, has been consequential.

This has enabled the IOC to keep the sprawling multibillion dollar Olympic enterprise of global Games assets, events and operations functioning more effectively than widely thought possible in such turbulent times. 

Bach’s reforms, which provided a blueprint for Paris, have enabled him to formally announce he would stand down next year at the end of his 12 year term in office.

Bach can now step away from the IOC presidency with a sense of deep accomplishment and achievement in the aftermath of Paris   

When elected Bach likened his role to that of a conductor, coordinating the IOC members and sections of the worldwide movement to provide a unified performance for audiences.

OLYMPIC SYMPHONY IN PARIS

If so, the French capital brought core elements of Bach’s reform program together in a compelling symphony of sport, perhaps entitled “Agenda 2020 concerto plus in Paris..”

Paris was an Olympic ‘Ode To Joy,’ echoing the composition’s radical call for equality, freedom and unity that reflect the spirit of France and Olympic values.  

Bach, and longtime collaborator, IOC senior vice president John Coates, have redefined thinking and possibilities around the selection of host cities and  staging the Games to help address challenging global conditions impacting the Games.

These have included declining interest amongst western cities and nations in hosting, economic instability, scarce resources, climate change, spiralling venue and infrastructure construction costs, as well as corruption, doping, and post-Games legacies. 

There had not been a fully successful Games since London in 2012, before Bach’s presidency, and Paris was the moment the Olympic Movement had been waiting for.

Paris enabled the Games to return to a major European capital, with no major organisational problems or scandals, a beautiful host city, world famous venues and huge viewership. 

This was the opportunity for the Games to recover after the isolation of Covid and return to its premier status in the world. 

PARIS GAMES REVOLUTION

Paris redefined the appearance of the Games, and for the first time this century there were almost no new venues.

Designed around the Agenda 2020 reforms scaffolding, the look and layout of the Paris Games was dramatically different, utilising existing and temporary venues.

The city was utilised like never before with no central Olympic Park cluster of new venues, andsports spread across central Paris and surrounding neighbourhoods in already built or temporary settings and spaces.

This changed the shape of the Games and lowered budgets

The reforms were designed to reduce venue costs and infrastructure to enable host cities to focus on Games operations and services funded largely by private revenues from IOC Olympic partners and other Games assets such as ticketing.  

Paris has been a Games changer and Games saver as well, increasing interest in Games bidding cities following a decline after massive infrastructure budgets incurred by host cities last decade on new venues and projects not included in original Games proposals

This was made possible by the expanding global industry in mobile and recyclable venue construction parts and services, such as seating, tents and generators leading to a new era of flat pack Games. 

The sector is revolutionising major events, bringing old ‘dinosaur’ venues back to life as well as creating new short term purpose venues, and will feature prominently at the Los Angeles and Brisbane Games. 

The new approach, led by IOC President Thomas Bach and John Coates, was designed to make the Games more affordable, sustainable and appealing for cities in times of global turbulence and economic uncertainty . 

The reforms are also at the heart of worldwide efforts by governments, world governing bodies and international federations to contain costs by using existing and temporary stadiums and supporting infrastructure.  

Existing buildings and temporary structures and spaces in Paris were adjusted and converted into high functioning venue environments that witnessed electrifying sporting performances.

The grandeur and majestic beauty of many of the Paris venues helped to highlight the potential of the new Games model, supporting the new emphasis focus on already constructed venues and temporary settings and backdrops.  

The shift to the lower cost Games model has helped to avoid community protests and unrest over venues in Paris that have often marred previous Games. 

In the  recent post-election political gridlock in France, activists, protestors and residents were discussing pension and work retirement issues, not cost of Olympic venues.

IOC leaders are hoping this could mark a fundamental shift in the Games narrative for host cities, governments, and governing bodies, often forced to defend budget blow outs and little return on investment.

While Bach’s agenda points to new directions, priorities and concerns for the Games in a multi crisis world, Paris also built on Olympic heritage and traditions.

France, a nation of freedom fighters and defenders of human rights and liberties, amplified the core peace mission and message of the founder of the Olympic Movement and IOC, Parisian, Pierre de Coubertin.

The need for peace was hyper present in Paris.

Ukraine’s presence in Paris gave witness to the world of the unfolding apocalypse and was a symbol of extraordinary resilience and survival.

“It always was very chilling as you see the rocket flying, but you don’t know where it will land,” one Ukraine athlete said.  

“They (Russian athletes) support this war, they (Russian soldiers) kill our athletes, children, people. They destroy our homes,” the athlete said.

The horrific toll Russia’s war has taken on Ukraine’s athletes and sports system – more than 500 senior athletes and coaches have died, hundreds of sports facilities have been destroyed or attacked and thousands of children and teenagers have been evacuated, kidnapped or in hiding – means that the nation may soon be unable to field teams at future international events   

UNITED BY HUMANITY OF THE GAMES 

The Agenda 2020 reforms helped to provide a compelling Games environment in Paris

The Games was a reminder of what unites the world even in troubled times, in a celebration of humanity, camaraderie and competition and of people achieving the seemingly impossible in improbable circumstances 

OLYMPIC AURA RETURNS 

In a football heavy world, the extraordinary diversity of skill, determination and achievement involved in the 32 Olympic sports on display in Paris produced outcomes beyond comprehension even in the world’s top sporting competitions

Athletes defied gravity as well as expectations of what was humanely possible. 

Swedish-American pole vaulter, Armand Duplantis, soared so high he almost needed a parachute and oxygen mask before taking off inside Stade de France and soaring towards the heavens breaking his own world record. 

The Games attracted a galaxy of the greatest athletes of the generation from the premier leagues of golf, tennis, basketball, swimming, track and field and other codes – from LeBron James and Novak Djokovic to Rory McIlroy, who said Olympic golf “might be the purest form of competition in our sport, we don’t play for money in it. It speaks volumes for what’s important in sports.”

The Games also produced the greatest stories in sport

These included an athlete whose great grandfather was on Schindler’s List, and while competing in Paris drew on the strength and spirit of her late grandmother who survived the Holocaust 

The Holocaust survivor escaped to Paris in 1944, where 80 years later, her granddaughter, Jemima Montag, would win bronze in the Olympic race walk, finishing under the arches of the Eiffel Tower that once beckoned as a beacon of hope to her grandmother eight decades earlier.

Montag, representing Australia, was inspired by wearing her grandmother’s bracelet, marching in her memory and footsteps.   

Conclusion

The success of Paris, new Games model, increased interest in hosting the mega event, and the Bach-Coates agenda of reforms will leave consequential legacies for the Olympic Movement as potential presidential contenders begin to consider their own agendas for the most important position in world sport.

UEFA signs Crypto.com as exclusive global cryptocurrency partner

Crypto.com and UEFA have announced that Crypto.com will be the first and exclusive global cryptocurrency platform partner of the UEFA Champions League. The multi-year partnership will see Crypto.com serve as an official global sponsor of the UEFA Champions League.


Crypto.com and UEFA will collaborate to bring unique experiences to fans by creating memorable moments at the matches, driving fan engagement around football and cryptocurrency. The official global sponsorship will also include in-stadium activations, broadcast integrations and innovative advertising campaigns. Crypto.com’s branding as an official global sponsor will be unveiled at the UEFA Super Cup taking place on August 14, 2024.

“This exclusive partnership with one of, if not the most popular leagues in the world, the UEFA Champions League, represents a significant step in our journey of engaging consumers through the most iconic global sporting events,” said Steven Kalifowitz, Chief Marketing Officer at Crypto.com. “We have successfully built the Crypto.com brand and community by producing innovative and groundbreaking moments and events in a way that others have not been able to replicate. Connecting our brand with engaged sports fans around the world has effectively grown our user base to over 100 million in pursuit of our mission of cryptocurrency in every wallet.”

“We are thrilled to announce our new partnership with Crypto.com, one of the foremost supporters of some of the biggest sports teams and events in the world,” said Guy-Laurent Epstein, UEFA marketing director. “This collaboration marks an exciting new chapter for the UEFA Champions League, as we embrace innovative technologies to enhance the experience for our fans and community. Together with Crypto.com, we look forward to exploring new opportunities as we begin a new, exciting chapter of the premiere club football competition.”

This partnership marks the latest signature partnership for Crypto.com within the sports and entertainment space. Crypto.com has become one of the most recognized global brands with more than 100 million users by partnering with iconic people, places and events, including the iconic Crypto.com Arena in Los Angeles, Formula 1, UFC, the FIFA World Cup Qatar 2022, and more.