West Ham United Women have announced a groundbreaking partnership with Modibodi, the global leader in leak-proof apparel, who are teaming up with the Club as Official Back of Shorts and Period-Proof Underwear Partner.
In a powerful statement of purpose and progress, Modibodi becomes the first period-proof underwear brand to feature on-kit in women’s football — appearing on the back of West Ham United Women’s shorts throughout the Barclays Women’s Super League and domestic cup competitions.
This partnership unites two pioneering brands with a shared ambition: to break taboos, challenge conventions, and bring down the barriers to sport for women and girls.
Having led an industry move away from white to period-friendly colours, West Ham United take great pride in leading the challenging discussions on a variety of issues that affect athletes of all ages in women’s sport. Modibodi also believes that women should live their lives fearlessly to do all the things they love without fear of leaks holding them back. Modibodi’s aim is to inspire the 1 in 2 girls who avoid playing on their period, to play on.
Now, in partnership with Modibodi, the Club takes another bold step to drive change in women’s sport — on and off the pitch.
Together, Modibodi and West Ham United will celebrate what it means to play fearless. A limited-edition co-branded product range — developed in consultation with West Ham United Women players — will be released in the Club’s iconic Claret, Cerulean Blue, and Black. The range is designed to inspire confidence, normalise conversations around periods in sport, and encourage the 1 in 2 girls who avoid playing on their period to stay in the game. It will be available exclusively through Modibodi and official West Ham United retail channels.
Modibodi will gain prominent brand visibility through pitchside advertising, press backdrops, and across West Ham United’s digital platforms, amplifying the message that no one should be held back by their body.
Speaking on the partnership, West Ham United Head of Partnerships, Rebecca Rowley said:
From the the initial conversations with Modibodi, we have been truly inspired by their commitment to creating positive change and removing restraints that have long held back women and girls in sport. Coupled with their high-quality products, this partnership will drive true step-change in the industry, and we’re proud to provide a platform to amplify Modibodi’s message of empowerment, in football and beyond.
West Ham United Executive Director, Nathan Thompson added: “We are delighted to announce this first-of-a-kind partnership, which will see West Ham United Women become the first WSL team to have a period-proof underwear partner with an on-kit presence.
“This is a partnership we are extremely proud of. At West Ham United, we are always looking to create meaningful and impactful partnerships. By partnering with Modibodi, not only are we delivering an industry first, but we are finding an innovative way to support their goal to remove barriers to sport and exercise for women and girls.”
“This partnership is a powerful reminder that sport should be a place of possibility, not limitation. At Modibodi, we’re on a mission to ensure that no girl ever feels sidelined by her period. Partnering with West Ham United Women allows us to stand together and say: your body is not a barrier. Together, we’re inspiring a future where every girl can play with confidence, courage and pride — every single day of the month,” said Kerry Cusack, Executive Director, Modibodi
Walmart has announced a multi-year partnership that makes the retailer an official partner of Major League Soccer (MLS) and Leagues Cup. This collaboration marks a major milestone in Walmart’s expanding investment and commitment to celebrating the world’s game and deepening connections with one of the most culturally vibrant and fastest-growing fan bases in North America.
This partnership is designed with fans at the center—making it more convenient, immersive, and exciting to engage with soccer, wherever and however they follow the game.
Through this partnership, Walmart will activate across stadiums, screens and stores to bring fans closer to the action. As an official partner of MLS and Leagues Cup, Walmart will serve fans at every step of the matchday journey, from in-real-life (IRL) experiences to merchandise coming soon, whether they’re shopping for gear, hosting a watch party or connecting with their local soccer community.
Key highlights of the multi-year partnership include:
Leagues Cup Spotlight: Walmart will be front and center for the highly anticipated tournament between clubs from MLS and LIGA MX. Kicking off today and culminating in the final on August 31, this year’s edition features a new two-phase format and 18 clubs from both leagues—bringing more top-tier soccer to fans across North America. Walmart’s partnership means more activations and opportunities for fans to get in on the action.
Dedicated Programming on Saturdays: Major League Soccer and Walmart share a commitment to enhancing the fan experience and growing the cultural impact of the game. As part of that shared vision, beginning in 2026, Saturdays will feature elevated storytelling designed to spotlight unmissable marquee matchups and further enhance how fans connect with MLS across platforms. Additional details will be shared ahead of launch.
Creator Network: Storytelling Beyond the 90 Minutes: Soccer stories don’t end at the final whistle. MLS is launching a custom creator network—bringing together cultural influencers, designers, players and teams to deliver exclusive behind-the-scenes content and highlight how Walmart is dedicated to soccer’s ever-expanding place.
Multi-Channel Fan Engagement: Walmart is connecting with fans wherever they are, whenever they want. Expect digital and in-real-life (IRL) experiences at rivalry matches, tentpole events and community activations, plus branded integrations and national media moments that make every matchday unforgettable.
“Soccer is more than a sport. It’s a culture and a community, and one that’s growing rapidly in the U.S.,” said William White, chief marketing officer at Walmart. “Walmart is focused on celebrating the game and making it more personal for fans. It’s about celebrating the passion of soccer lovers and creating opportunities for them to connect with the game they love. By partnering with MLS and the Leagues Cup, we’re not just supporting soccer—we’re empowering fans to shape its future in the U.S.”
Major League Soccer is already home to the youngest and most diverse fan base in North American pro sports, and with the 2026 World Cup on the horizon, soccer’s rise shows no signs of slowing down. Walmart’s investment reflects a long-term commitment to supporting the sport’s future in the U.S., starting at the grassroots level and building all the way to the global stage.
“MLS is at the forefront of a cultural movement that’s redefining sports fandom in North America,” said Carter Ladd, MLS EVP, Chief Revenue Officer. “The partnership with Walmart reflects our shared commitment to reaching fans in fresh, authentic ways. Together, we’re building pathways to connect with our diverse, passionate and digitally native MLS fans through storytelling, experiences and retail moments that reflect the evolving identity of the soccer community.”
The England and Wales Cricket Board (ECB) have confirmed a landmark achievement in the evolution of The Hundred, with deals now complete with the first six strategic partners for The Hundred teams.
The remaining two are set for formal completion at a later date. They remain on track, in line with the ECB having offered investors the option of completing later.
This pivotal moment sees The Hundred become the first UK sports competition to secure franchise partnerships of this scale, drawing on world-class expertise from across global sport, media, technology, and finance. Each new investor brings a tailored vision and expertise to their team, reflecting the growing commercial and cultural momentum behind The Hundred.
The milestone comes less than a week before the 2025 competition begins and marks a transformative moment for The Hundred and the future of cricket in England and Wales, with more than £500m of total proceeds when all deals are complete to be shared between professional counties and the grassroots game. This announcement follows the exclusivity period launched earlier this year, during which selected investors entered final-stage negotiations.
In most cases, investors will operate their franchise in The Hundred in partnership with the host club. They will take over operational control from October 1, 2025.
The six deals which have now formally completed are:
London Spirit – Tech Titans (49%)
Birmingham Phoenix – Knighthead Capital Management, LLC, on behalf of its investors (“Knighthead”) (49%)
Manchester Originals – RPSG Group (70%)
Northern Superchargers – Sun TV Network Limited (100%)
Southern Brave – GMR Group (49%)
Welsh Fire – Washington Freedom (50%)
The two deals which remain on track to formally complete later are:
Oval Invincibles– Reliance Group (49%)
Trent Rockets– Cain International & Ares Management (49%)
Collectively, the eight partnerships represent a valuation of the teams of over £975 million, with more than £500 million now set to be invested into the English and Welsh cricket ecosystem. This includes a dedicated £50 million commitment to grassroots cricket, ensuring the game continues to thrive at every level, with the remainder distributed to professional counties.
Richard Thompson, ECB Chair, said: “The Hundred has already played a vital role in growing cricket in England and Wales — attracting new audiences, elevating the women’s game, and delivering high-quality entertainment. The sheer scale of global interest we’ve seen throughout this process highlights just how much potential remains to be unlocked.
“With these new partners on board, we’re entering an exciting new phase and a seminal moment for cricket in England and Wales. Their global perspective and track record in elite sport and business will help us reimagine what’s possible — from deepening fan connections to attracting even more world-class players.
“Crucially, this investment will not only fuel the competition’s growth but also channel transformative levels of funding into our professional counties and grassroots game. This will ensure cricket continues to thrive at all levels across England and Wales for generations to come, supporting our broader ambitions to become the country’s most inclusive sport and driving cricket into harder to reach and under-served communities.”
The new partners are investing in The Hundred teams, while the ECB retains full ownership of the competition itself, and with that, control over key areas such as regulations, the length of the window and other matters that have a wider game-wide impact.
A new The Hundred Board will be established, featuring representatives of the ECB and the teams (both investors and host clubs), which will have delegated authority over certain defined matters relating to the strategic direction and commercial growth of The Hundred, such as The Hundred sponsorship and licensing deals, player salaries and player draft and retention mechanics.
The ECB was advised throughout the process by Deloitte and the Raine Group as co-lead financial advisers, with legal counsel provided by Latham & Watkins and Onside Law LLP.
The future Audi F1 Team have announced global financial technology company Revolut as their title partner from the 2026 season onwards.
German automotive giants Audi will debut in F1 next year after recently completing a takeover of the Kick Sauber entry.
As preparations continue for that arrival, which includes the opening of a UK Technical Centre, Audi are teaming up with Revolut in a flagship, strategic partnership.
According to Audi’s press release, the shared goal of the partnership is to establish “new ways for fans to interact with the sport during race weekends, with unique experiences for a new generation of motorsport enthusiasts and exclusive benefits for Revolut customers”.
Revolut Business will also be integrated into the team’s financial operations, with fans benefitting from Revolut powering “seamless checkout solutions” for team merchandise.
“Audi is entering Formula 1 with a clear ambition: to use the platform as a technologically relevant and economically sustainable investment in the future of the Audi brand,” said Gernot Döllner, CEO of AUDI AG and Chairman of the Board of Sauber Motorsport AG.
“We firmly believe in the success of our project, which we are approaching with a realistic attitude and a mindset of continuous improvement. In Revolut, we have found a partner that shares our ambitions and attitude.
“Formula 1 is a global stage that offers us the opportunity to reach new target groups together and generate enthusiasm for our products.”
SPIELBERG, AUSTRIA – JUNE 27: Jonathan Wheatley, Team Principal of Stake F1 Team Kick Sauber talks The project is being led by team boss Jonathan Wheatley and Head of F1 Project Mattia Binotto Jonathan Wheatley, Team Principal of the future Audi F1 Team, added: “With Revolut, we have found a partner that shares our core ethos of innovation and relentless ambition. This is more than a brand fit; it is a strategic alliance, engineered to challenge conventions in motorsport.
“From 2026, Revolut’s digital-first solutions will power key areas of our operations while also redefining how fans and communities engage with our team – delivering a seamless and engaging experience on and off the track.”
Nik Storonsky, CEO of Revolut, added: “This is a monumental partnership for Revolut and the Future Audi F1 Team. We’re accelerating towards 100 million customers, and we’ll be bringing them into Formula 1 with unforgettable experiences at a pivotal time for the sport.
“As Revolut continues to challenge the status quo in global finance, the Future Audi F1 Team is set to do the same in motorsport. With a shared outlook, global ambition and relentless drive for progress, this partnership will define what’s possible in Formula 1.”
This article explores how to create high-impact sports content for social media, drawing insights from InCrowd Content Teams work across UEFA digital channels. It covers strategies like audience targeting, platform-specific content, real-time execution, and continuous optimisation. Mastering these tactics boosts fan engagement and expands reach.
Why does some sports content go viral and most go unseen?
Sports content moves fast. If your team is not creating with purpose, your message will disappear in the scroll. However, great content is not just about reacting fast, it’s about knowing what works, where, and for whom.
In this InCrowd guide, we break down how to create social-first sports content that drives engagement, relevance, and reach. We draw on InCrowd’s experience managing content for UEFA’s most-followed web and social channels.
If you’re ready to create with clarity, not guesswork, this is your playbook.
Why listen to us?
At InCrowd, we manage the most-followed web and social channels in the world. Our team creates and delivers content that engages millions of fans during the biggest moments in global sport.
We do not guess, we plan, execute, and optimise daily. That gives us unmatched insight into what makes sports content succeed on social media, and how you can apply it to your own channels.
What is social-first sports content creation?
Sports content creation is the process of producing media that engages fans around teams, players, competitions, and moments, but on social media, it’s far more dynamic. It’s real-time, trend-driven, and highly visual.
Unlike broadcast or in-venue content, social-first content must adapt quickly. It blends live coverage, short-form video, interactive formats, and platform-specific storytelling designed to stop the scroll and spark engagement. The best creators know the sport and the culture around it, and combine both with expert channel knowledge to create authentic connections with fans.
How to master sports content creation for maximum engagement
1. Define your content purpose and audience
Before you create anything, define exactly what your content is trying to achieve, and for whom. Audience and purpose are inseparable. Without clarity on both, your content risks falling into the void of algorithmic indifference.
At InCrowd, content creation always starts with segmentation. Different sports, different tournaments and different tournament stages bring different audience profiles. Are you dealing with casual fans? Finals engage die-hards? Each moment expects a distinct tone, format, and level of insight.
Avoid creating “general” content. Instead, map each asset to a defined audience type and purpose, such as:
New followers looking for exclusive content and behind the scenes access
Sponsors aiming to activate branded messages within authentic storytelling
Broad audiences attracted by culturally relevant or trending themes
Purpose should also define KPIs. Are you optimising for shares, retention, or CTA clicks? Align your metric with your message, and resist the urge to chase every trend.
Audience-first content isn’t just more relevant, it’s more efficient. It lets you cut through the noise with fewer posts and more impact. That’s how InCrowd keeps UEFA’s channels consistent, timely, and fan-focused throughout complex tournament cycles.
2. Build a platform-specific content strategy
Each social media platform has its own rules of engagement. Success in sports content creation comes from customising strategy to platform behaviours, not repurposing the same asset everywhere.
Across UEFA’s channels, we plan unique creative directions per platform. TikTok focused on fast-paced edits and trend alignment, Instagram prioritised reels and carousel storytelling, and X became the home for reactive commentary and live updates.
Build creative templates that respect each platform’s visual language and tone, and adjust your content stack accordingly. If the same team runs every channel, centralise planning but decentralise execution.
Our evolving platform-aware strategies help clients deliver consistent narratives across all touchpoints without blending their content into background noise.
3. Create a flexible but structured content calendar
A strong content calendar ensures coverage of core moments, matchdays, milestones, sponsorship activations, while leaving space to adapt to form, storylines, or breakout trends.
Our content delivery for UEFA involved multi-layered calendars. Long-term planning sets the rhythm, while tactical updates are added daily to reflect live shifts during tournaments. Planning doesn’t slow creativity, it gives it structure and gives space to react to stories and trends.
Use shared tools to make the calendar visible to all stakeholders, marketing, design, production, and commercial teams. Align on approval workflows to speed up delivery without sacrificing quality.
UEFA’s success came from flexibility within structure. By balancing fixed content (like pre-scheduled graphics) with agile tools for live posting, we helped UEFA’s channels stay responsive without missing key moments.
Structure gives confidence. Flexibility gives reach. When both work together, you create content that feels timely, intentional, and fully aligned with fan attention.
4. Produce and deliver in real time
Real-time content is where social media teams stand out with unrivalled access to on the pitch moments with a unique, up close, vertical and more personal view point. Organic moments do not wait, neither do the fans. You need workflows that allow your team to ideate, create, approve, and publish within minutes, not hours.
There’s always a chance to revisit the story with added context. Incorporate exclusive phone-shot or broadcast footage — which may only surface after the event — to deepen the narrative and reveal emotion through never-before-seen angles. This refreshed version adds a new layer to the moment and can engage a wider audience, including those who don’t yet follow your accounts.
Vertical Video Producer Luke capturing a winning moment
We have worked shoulder-to-shoulder, on the ground and pitch side, with UEFA’s editorial and media staff during tournaments. That embedded model allowed for immediate coordination, turning standout goals, fan moments, or controversies into timely, platform-optimised content across channels.
To produce real-time content effectively:
Pre-design visual templates for rapid deployment (hype, milestones and goals etc)
Assign roles: who captures, who edits, who posts
Create on-the-fly captioning and localisation systems
Use cloud-based tools that allow cross-team access for approvals
Run drills before key events to pressure-test your process
Speed must never sacrifice brand voice or visual consistency. We mitigated this by combining creative guardrails (fonts, colour palettes, tone) with editorial freedom, letting UEFA’s social channels react quickly and stay on-brand.
Real-time does not mean chaotic. It means prepared. You’ll be judged not just on the quality of your posts, but on whether they showed up at the right moment.
When you’re the first to capture a feeling, fans remember.
And they return for the next one. That’s how real-time content builds long-term attention.
5. Measure, learn, and optimise continuously
Publishing is just the start. Every post delivers insight, if you’re set up to capture and act on it. A strong feedback loop sharpens your instincts and helps content evolve with fan behaviour.
Our work across UEFA tournaments included performance analysis to refine content mid-campaign. If a format underperformed, it was replaced. If a trend surged, it was tested across platforms with adjusted creative.
Key areas to track:
Engagement rate by format (video, static, carousel, poll)
Audience retention (especially for short-form video)
Platform-specific behaviours (e.g. TikTok completion rates vs. Instagram saves)
Timing and frequency effectiveness
Resource efficiency
Don’t rely solely on platform analytics. Build dashboards that compare performance across channels and align content results with business goals, like partner impressions or traffic driven to owned platforms.
Optimisation is not just about growth, it’s about not standing still. UEFA’s success came from a test-learn-adapt rhythm that let their channels stay relevant from opening fixture to final whistle. Consistency wins followers. Iteration keeps them engaged.
Delivering on the pitch moment, from angles no other platform can provide
Make every post count
Sports content creation isn’t about filling feeds; it’s about capturing moments, shaping stories, and building daily relevance with fans. Success comes from having the right strategy, the right structure, and a team that can deliver in real time.
InCrowd helps sports organisations create high-impact, platform-specific content that engages millions of fans. We ensure that content is more than just output, it is a key driver of growth, fan loyalty, sustained engagement and revenue across digital channels.
In a world where most tennis formats have remained stubbornly unchanged, INTENNSE is tearing up the rulebook. The U.S. based team tennis league is fast-paced and at its heart is a powerful message: the future of tennis should work for players and for fans.
“We’re not trying to tweak tennis. We’re trying to rebuild the ecosystem from the ground up,” said Karla Vučković, Marketing Director at INTENNSE, in a wide-ranging conversation with iSportConnect.
Founded in October 2024, INTENNSE has already launched its debut season in Atlanta featuring three city-based teams — Atlanta, Jacksonville, and Tampa — each comprising three men and three women. What sets it apart? A 90-minute match format with time-capped “bolts” of 10 minutes, full fan freedom, and a team-first model that makes tennis feel more like a stadium sport rather than a country club tradition.
Tennis, Rewired for Real Life
INTENNSE is responding to historical pain points of both players and fans: loneliness on tour, a rigid format that limits fan participation, and unsustainable financial pressures for all but the top-ranked athletes.
“It has become more and more obvious that [tennis] is not the healthiest place for players, families, or fans,” Vučković said. “We’re trying to make it a better place — emotionally, socially, and financially.”
The new match structure is built for TV and live audiences: timed segments, mixed formats (singles, doubles, mixed doubles), energetic transitions, and live substitution — a feature never seen in pro tennis before. This delivers a thrilling, always-on atmosphere that mirrors other modern sports leagues.
“The energy is so high… one of our players described it like playing in the finals every time,” said Vučković. “There’s no waiting, no silence. Fans are liberated, free to cheer, move, react. You don’t just watch the match — you live it.”
A New Home and a New Culture
For its inaugural season INTENNSE isn’t using existing courts — it has built its own bespoke arena inside a filming studio in Atlanta, complete with light shows, immersive audio, and digital screens. This allows for full control over the in-venue experience and broadcast production.
“We’re streaming on Twitch and YouTube and fans at home can interact with our arena host in real time,” said Vučković. “Whether you’re in the arena or watching remotely, we want you to feel part of the action.”
To preserve that intimacy, INTENNSE is deliberately keeping its fan capacity small for now. “We want fans to feel close to the players — like they’re part of the match,” she said.
The INTENNSE broadcast is also available on the Peachtree Sports Network and will debut on additional streaming platforms starting in August.
Players as Partners, Not Just Performers
The most radical innovation may not be on court — it’s behind the scenes. Players are integrated into the day-to-day operations of the league. They attend meetings, co-develop strategies, provide analysis, lead community projects, and shape content.
“Our full-time players help define how we operate,” said Vučković. “Being an athlete is often deeply tied to who you are as a person, but they’re not just athletes — they’re strategists, content creators, and ambassadors.”
For example, Atlanta team captain Michaela Gordon served as project manager for the league’s website development, while Annabelle Thompson leads INTENNSE’s mental health partnerships. Other players contribute across social media, competition design, and marketing strategy — all part of a broader mission to prepare athletes for life beyond the court and help prevent the identity crisis many pros face after retirement.
“We want them to grow not just as athletes, but as people,” Vučković explained. “Their involvement doesn’t end when they leave the court. How they handle adversity or problem-solve off the court often shows up in their performance — and vice versa. It’s our responsibility to highlight their skills and provide the tools they need to develop fully — as professionals, teammates, and individuals.”
Gender Equity, Mental Health, and Community Impact
INTENNSE is gender-balanced by design. Each team includes men and women, and salaries are equal across the board — a move Vučković says is critical to improving women’s longevity in the sport.
“We’re seeing fewer women apply than men — there are fewer female pro players on existing tours — we’re working to change that.”
The format is also more accommodating for athletes with families, allowing them to stay in one city longer and travel less. “Tennis has long been isolating,” she said. “Here, players have teammates, fan support, and their families can be close by. It changes everything.”
And from grassroots to college to elite pro, INTENNSE is building a pathway. The league has hosted junior tournaments in its preseason, has organized showcase events with college players and will launch a college draft in 2026.
Innovation Through Tech and Data
The league is leaning into data and innovation partnerships. It works with iOnCourt, a provider of live scoring technology to thousands of collegiate tennis programs, to capture performance metrics and stats, and with Bolt6 for electronic line-calling. There are also plans to integrate NFL-style motion tracking, heart rate data, and serve analytics.
INTENNSE is also tapping into AI to elevate both its content and the fan experience.
“It’s impressive to see how far AI has come,” said Vučković. “It has completely redefined the landscape of marketing and social media. We see enormous potential, especially in discovering new ways to bring fans closer to the action than ever before.”
Building for the Long Term
While commercialisation is still in its early stages, the INTENNSE team is committed to building the right partnerships — not just chasing quick revenue.
“We really focus on finding partners and sponsors who share our vision for community, innovation, and the future of sport,” Vučković emphasised.
The strategy is intentional growth — “It’s really important for us to create an environment where players, fans, and families all feel like they belong,” said Vučković. “We recognize that we’re trying to do a lot and take on big challenges — but we’re in it for the long run, and we’re just getting started.”
The BBC and ITV have secured the broadcasting rights to the 2027 World Cup in Brazil, ensuring the tournament in women’s football remains free-to-air for UK audiences.
The broadcasters will split games evenly between them in the group and knockout stages but will both show the final.
“Extending our partnership with Fifa alongside ITV ensures that the drama and spectacle of the Women’s World Cup remains free-to-air,” said BBC director of sport Alex Kay-Jelski.
“BBC Sport has been a longstanding champion of women’s football, helping to elevate the game to where it is today – a sport experiencing unprecedented growth in popularity and reach across BBC Sport platforms.
“From domestic leagues to major international tournaments, we’ve brought the defining moments to millions across the UK already, including this summer’s Women’s Euro tournament.”
BBC Sport will show live coverage on TV and iPlayer as well as bringing coverage to the website and across radio and social media platforms.
ITV will also have live games on TV as well as coverage on social media and ITVX. In addition, the broadcaster will show all of England’s qualifying matches and friendlies.
“The Fifa Women’s World Cup 2027 is sure to be another standout tournament and we look forward to continuing our relationship with both Fifa and the BBC,” said Niall Sloane, ITV director of sport.
The 32-team tournament will start on 24 June 2027 and conclude on 27 July.
Spain are the defending world champions after beating England 1-0 in the final in 2023.
The pair will go head-to-head again in Sunday’s Euro 25 final.
Following the launch of a new partnership in 2024, ATPI Sports Travel served as the official travel partner of Leicester City FC Women throughout the 2024/25 football season. As part of the agreement, ATPI provided a tailored travel and accommodation service designed to meet the operational and logistical needs of a professional women’s football team.
Comprehensive Travel Solutions
The partnership covered all travel requirements across the season, including domestic fixtures and the club’s international pre-season tour. A notable highlight was the coordination of LCFC Women’s pre-season trip to Australia—a multi-leg international tour involving players, coaches, and media personnel.
Australia Pre-Season Tour: Logistics at Scale
Key elements of ATPI’s involvement in the Australia tour included:
Coordination for 36 travellers across multiple international flights
Arrangements with three different airlines to align travel schedules
Premium Economy and Business Class seating based on traveller needs
Management of specialist baggage, including sports gear and media kits
Setup of dedicated check-in desks for group efficiency
Real-time support for last-minute itinerary adjustments
ATPI handled complex logistics to ensure all team members arrived on schedule and with necessary equipment, contributing to smooth preparations ahead of the competitive season.
Performance and Travel Alignment
With ATPI overseeing logistics, LCFC Women maintained a consistent presence in the top tier of domestic competition for another year. The club’s management credited professional travel arrangements as an important factor supporting athlete readiness and off-pitch operations.
Amandine Miquel, LCFC Women’s Manager, noted the benefits of the partnership: “The support from ATPI Sports Travel throughout the season, especially during our pre-season tour, enabled players and staff to focus on preparation. Efficient and reliable travel planning is a key part of elite sport.”
Planning Ahead
Looking towards the 2025/26 season, ATPI is working with LCFC Women to prepare for future campaigns, including travel coordination around Euro 2025 in Switzerland and player returns from international and post-season breaks.
Patrick Walton, of ATPI Sports Travel, commented: “We’ve valued the opportunity to support LCFC Women during the 2024/25 season. Providing travel solutions that prioritize athlete performance is at the heart of what we do, and we look forward to continuing this collaboration.”
Field Hockey, a fast-paced team sport played with sticks and a small ball, has long held a place in Australia’s sporting culture. Known for its speed, precision, and tactical depth, the game rewards sharp passing, set plays, and full-field movement.
Internationally, Australia has been a dominant force. The Kookaburras (men’s team) and Hockeyroos (women’s team) have topped world rankings, won Olympic and World Cup medals, and built reputations as two of the most consistent teams in global hockey.
At home, though, the domestic game faced a different reality. Competitions were fragmented, match coverage was limited, and despite strong grassroots participation, the sport struggled to connect with broader audiences. There wasn’t a national league that could build momentum or unify the sport under a single, season-long identity.
That began to change in 2019, when Hockey One League was introduced not just as a new league, but as a reset. A chance to bring structure, visibility, and renewed purpose to hockey in Australia.
Designing a League for the Modern Fan
When Hockey One League launched, it didn’t just change the format, it reimagined the experience. The old Australian Hockey League had run for decades in a short, carnival-style format. It left little space for sustained fan engagement.
Hockey One introduced a full home-and-away season, giving the sport rhythm, rivalry, and relevance. Seven new clubs were launched with bold identities, and for the first time, men’s and women’s teams competed under a single club banner. Equity wasn’t a theme, it was the model.
Loosely inspired by the Big Bash, the league was built around a clear idea, making the format easy to follow. Weekly double-headers, consistent matchdays, and clean team branding gave it a professional feel. On the pitch, rule changes like the field goal conversion added pace and unpredictability.
The first season showed promise:
271 goals across 48 games
2.5M+ website impressions
14,300+ ticket and membership sales
A Grand Final TV audience of 61,594
$670,000 in sponsorship revenue
For a debut, it wasn’t just a launch, it was a foundation.
A Shift Fans Could Feel
With structure came stories. For the first time in years, fans could follow their teams from week to week. Rivalries were formed. Players got the opportunity to become more than names, they represented place, pride, and personality.
Off the field, the league leaned into presence. Behind-the-scenes clips, game-day rituals, and player content made teams feel close, not distant.
Unified branding tied it all together. Gender inclusion wasn’t highlighted, it was standard.
Hockey One League didn’t just offer matches. It gave fans something to follow and something to belong to.
Opening the Game: Hockey One’s Broadcast Journey
From gated streams to global screens, Hockey One has steadily redefined how hockey is shared and who gets to see it.
2019–2021: A Professional Start, But Behind a Paywall Matches aired on Kayo Sports, with Grand Finals broadcast on Fox Sports. Production standards rose, but access remained limited to paying subscribers.
2022: Season-Long Access at Home For the first time, fans could follow the entire season through Foxtel and Kayo, giving the league consistent national coverage, though still behind a paywall.
2023: Going Global, Going Free A broadcast deal with Spring Media extended the league’s reach to over 400 million households worldwide. In Australia, streaming moved to 7plus, making matches freely available, and viewership surged.
2024: A Moment for Women’s Sport Locally, the 7plus partnership continued to grow. Internationally, women’s matches were streamed globally on the All Women’s Sports Network (AWSN), reaching 65 countries and over 2 billion viewers, a milestone moment for both Hockey One League and women’s sport worldwide.
From paywalls to prime time, Hockey One League didn’t just grow its reach, it changed the way the sport is seen.
Growth Backed by Belief
As visibility rose, so did belief from both sponsors and institutions.
In the first two seasons, the Hockey One League was backed by the Sultana Bran as its naming rights partner.
In 2023, Jamie Dwyer Hockey (JDH) came on as naming rights sponsor. In 2024, Liberty took over the title partnership. Both reflected confidence in the league’s values: equity, performance, and potential.
That same year, the Hockey One League opened Expressions of Interest for a new license. With multiple proposals received, the league is now formalising its eighth license, expected to go to a second Victorian Club.
This isn’t expansion for its own sake. Its growth is rooted in inclusion, infrastructure, and intent.
Where It Stands Now
Across four completed seasons, Hockey One League has become one of the most modern and inclusive leagues in Australian sport.
It introduced structure where there was none, identity where there was fragmentation, and a sense of belonging where tradition once stood alone.
With expansion underway, new audiences tuning in, and strong institutional support, Hockey One League is no longer just a refreshed league; it’s a working model for how a sport can rebuild itself from the ground up.
The Next Chapter
Today’s fans live on mobile. They scroll, swipe, and expect content that’s instant, vertical, and emotionally in sync with the moment it captures. Waiting hours to publish highlights? That’s already too late.
Hockey One League is evolving again, introducing its own OTT platform and embracing AI through a new partnership with Spectatr.ai to shift toward a real-time content model shaped for how fans actually consume: fast, mobile, and in the moment.
This isn’t about chasing trends. It’s about staying relevant, showing up where fans are, and making sure no moment is missed. It’s more than a tech upgrade. It’s a shift in rhythm, reach, and how impact is made. It’s a step toward a more responsive, more connected league.
Spectatr.ai helps make that possible by powering instant highlights, automated moments, and seamless delivery across platforms. In modern sport, every moment counts, and now every moment is ready the second it matters.
West Ham United has announced Lilley Plummer as the Club’s new Official Insurance Partner for both the Men’s and Women’s first teams, marking an exciting first chapter in a shared story of ambition, growth, and London heritage.
Founded in 2016, Lilley Plummer is a specialist insurance brokerage offering tailored solutions for both high-net-worth individuals and commercial clients. It has forged an industry-leading reputation as the go-to brokerage for unique and often abstract insurance requests.
The multi-year agreement will see Lilley Plummer’s branding featured on the sleeve of West Ham United’s first team training wear. This groundbreaking partnership reflects their status as a key partner of the Club.
Lilley Plummer will benefit from global brand exposure across West Ham United’s platforms, a matchday presence at London Stadium plus Training Ground and bespoke activations throughout the season.
Lilley Plummer will also gain key member status of West Ham United’s esteemed Hammers Business Network, enabling direct connections with fellow Club partners and members as they continue to accelerate their growth as one of the industry’s leading insurance brokers.
Aligning with a Club that shares its entrepreneurial spirit and East London roots, this partnership marks another milestone in Lilley Plummer’s continued evolution, following their 2024 acquisition by Goldman Sachs.
Nathan Thompson, Executive Director at West Ham United, commented: “We’re delighted to welcome Lilley Plummer as our new Official Insurance Partner across our Men’s and Women’s first teams, in what represents a landmark partnership for our Club. As a company, they have a journey that has great synergy with West Ham United’s, one that pushes to stand out from its competitors with a constant desire to provide exceptional outcomes and continued growth.
“With our worldwide passionate fanbase, we are perfectly placed to support Lilley Plummer in the next stage of their business growth, both domestically and overseas. We look forward to working with the team on bringing their services to life.”
Dan Plummer, Managing Director at Lilley Plummer, added: “We are thrilled to announce our exciting partnership with West Ham United. This collaboration not only reflects our commitment to excellence but also embodies the spirit of teamwork and community that both our insurance business and the Club stand for. Together, we look forward to achieving great things on and off the pitch.”
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