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

Auburn University replaces Under Armour with Nike in a 10-year deal

Auburn University inked a 10-year deal with Nike after ending its 18 years association with Under Armour.

Auburn Athletic Director John Cohen said: “We are excited to enter this new partnership with Nike, a brand that consistently champions athletes and sport around the world. We are appreciative of their strong support throughout this process. We believe that our 10-year agreement, beginning in July 2025, will continue to elevate Auburn and best serve our student-athletes and our university moving forward.”

“We are also grateful to Kevin Plank and Under Armour for their 18 years of valued partnership in growing the Auburn brand and serving our student athletes, coaches, and fans. We look forward to the opportunity to celebrate this relationship throughout the final year ahead.”

ATP signs multi-year global deal with Yokohama Rubber

ATP and Yokohama Rubber have announced a new multi-year global partnership, with the premium Japanese tire manufacturer becoming the ATP Tour’s first Official Tire partner.

Renowned for its fearless commitment to performance, Yokohama will leverage the Tour’s year-round platform to bolster its global presence and premium positioning. The brand will activate a portfolio of ATP Tour events, unlocking exclusive experiences for fans at the Rolex Monte-Carlo Masters, Internazionali BNL d’Italia, Cinch Championships (London Queen’s Club), Hamburg European Open and the prestigious Nitto ATP Finals in Turin. Key benefits include on-court and on-site brand visibility, and world-class corporate hospitality.

As Gold Partner, Yokohama will also receive year-round integration on ATP Tour’s social and digital channels, showcasing its performance-driven technologies and innovations.

“We’re incredibly proud to welcome Yokohama as our first Official Tire partner,” said Daniele Sanò, ATP Chief Business Officer. “Our brands share so many values, including a commitment to high performance and innovation. As a Tour we’re always on the road – a truly authentic platform to tell Yokohama’s brand story.”

Giovanni Ponzoni, CEO Yokohama Europe, said: “We are really delighted to partner with the ATP Tour, a truly global premium platform that shares our commitment to excellence and innovation. This sponsorship provides the perfect stage to expose Yokohama brand and gives us the opportunity to engage our business partners with unique and exclusive experiences”. He added: “Our range of tires are well-known for incredible performance on different surfaces – much like the players on the ATP Tour. We are extremely proud of becoming the ATP’s Official Tire Partner, and we aim to leverage this partnership to sustain our brand awareness and continue to expand our footprint across Europe.”

SportAccord Adds Glow to West Midlands Plans

After a five-year hiatus SportAccord is back with a buzzy relaunch edition that has brought 1700 delegates to Birmingham’s International Convention Centre from April 7-12. The ambitions of the city and surrounding area as a sports destination were highlighted on Tuesday when Birmingham City FC Chairman Tom Wagner revealed that the club has acquired a 48-site for a new stadium that will create a second city centre focused on sport. iSportConnect’s Content Director Jay Stuart spoke with Joel Lavery, strategic lead, major sporting events, for the West Midlands Growth Company to know more.

Sports tourism accounted for one in seven visitors during the 12-month period that featured the Commonwealth Games with 19.6 million people coming to watch or participate in events. “It’s our fastest growth sector,” said Joel Lavery.

SportAccord is part of a 10-year sports growth plan for the area centred on Birmingham encompassing Wolverhampton and Coventry. “We started with the 2022 Commonwealth Games. SportAccord is the second big step,” he said. “It’s all about awareness. The leaders of world sport, people who would not come to Birmingham otherwise, are visiting us in our home and we’re sure they like what they see.”

He added: “We are not only aiming to attract sports competitions but also the annual meetings and other gatherings of sports organisations. We have invested in bringing the federations here to SportAccord and we want them to come back. We want this to be the start of a relationship.”

Several upcoming sports competitions are among the events sharing £3 million in funding from the Birmingham Commonwealth Games budget. The Games managed to achieve an underspend of £70 million and that money is being reinvested back into the region. The Games were also delivered in a record four and half years instead of the usual seven, and much of that time was affected by the Covid pandemic. This sports-related inflow pumped £1.9 billion in spending into the economy and supported 18,352 jobs.

This year’s sports events and the amounts of support they have received are:

  • The ESL One – Dota II esports tournament, Solihull, April 26-28 – £145,000
  • The European Judo Union Junior Cup, Walsall, June 15-19 – £250,000
  • The SuperDome esports tournament, Solihull, September 5-8 – £250,00
  • West Midlands Urban Sports, Wolverhampton, September 6-8 – £390,000

The highest amount (£500,000) goes to the Kabaddi World Cup taking place from March 24-31 next year. It will be the first time the biggest kabaddi event is held outside Asia.

These events along with several cultural happenings are expected to give estimated £11.5 million boost to the local economy, bringing almost 700,000 competitors, performers and spectators to the region.

Birmingham will host the European Athletics Championships in 2026 at the Alexander Stadium, a dedicated athletics venue with 18,000 capacity near the city centre.

The area regularly hosts the UK’s biggest gaming festival, Insomnia, at the National Exhibition Centre, the country’s largest exhibition venue.

WNBA extends partnership with Prime Video

The WNBA has announced a multi-year extension with Prime Video The deal keeps 21 games each season on the streamer, with the highlight being the Commissioner’s Cup Championship Game.

“We’re thrilled to continue bringing exclusive national coverage of the WNBA and highlighting these exceptional athletes to Prime members,” said Charlie Neiman, Head of Sports Partnerships, Prime Video. “Following a successful 2023 season, we’re looking forward to reaching even more milestones with the WNBA and furthering our commitment to women’s sports.”

“We are incredibly pleased that Prime Video is making a meaningful and continued commitment to the WNBA and will once again provide a great platform to showcase the world-class athletes of our league across the regular season and particularly with its streaming of the Championship Game of the new, streamlined Commissioner’s Cup presented by Coinbase,” said WNBA Chief Growth Officer Colie Edison.

In addition to its deal with Prime Video, the WNBA has media rights agreements with CBS, Scripps Sports, and most significantly, ESPN. The ESPN deal expires after the 2025 season, and inking a new pact with the company is crucial for the WNBA.

The league is reportedly seeking $100 million annually from all of its media rights deals. That target doesn’t seem that farfetched, especially given that the NWSL is earning $60 million annually through its four new media rights deals. The spike in viewership for women’s college basketball this season could make the WNBA an attractive target for media companies going forward, and several not currently airing the league may want to get involved with new media rights deals.

McLaren Racing inks extension with British American Tobacco

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

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

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

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

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

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

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

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

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

Greenfly secures $14m investments from sports tech brands

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

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

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

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

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