iSportConnect’s Monthly Deals Update: Asos And Fnatic Launch Major Esports Deal

Rory Stewart-Richardson, Founder & CEO of Connexi, looks at two of the biggest deals that occurred in the sports industry throughout September. Plus we list many of the other notable deals that took place over the month.

Asos gets into gaming with 3-year Fnatic deal

ASOS aren’t the first and won’t be the last fashion organisation to be investing in esports organisations, such as Fnatic. Following the likes of Gucci, who created a Fnatic branded watch which sold for £1,150, ASOS are taking advantage of the ‘self-expression’ gaming audience, allowing all gamers to find their unique voice and style inside and outside of the game. 

ASOS partnership will go beyond the typical kit branding, and they are looking to work closely together with Fnatic talent Tekkz, Mushway, Loeya and Moonryde to create engaging content as well as creating VR experiences and AR filters. This is a great step both for esports, and the brands they are attracting, as well as for brands to reach a large diverse audience. 

Facebook becomes the official social media services supplier of Rugby World Cup France 2023

As sport continues to improve their digital presence and focusing on enhancing their fan experience, a platform like Facebook is a great way to bring the game of rugby and the French World cup to life, not only locally, but on a global scale. 

As Official Social Media Services Supplier, Facebook will launch a range of exciting features including AR photo filters, LIVEs and other moments to create excitement around the event and reach a new generation of Rugby fans.

This partnership is why Facebook was created – ‘to create people with their passions through communities’, so this is a very fitting partnership and i look forward to seeing the wide number of benefits including, the apprenticeships for the 3,000 selected young athletes unfold.

Other notable deals during the month of September

Amazon + EU Masters LoL

Suncorp + Netball Australia

Modelo + UFC

Stats Perform + Barclays WSL

Tennis Australia + Discovery

Genius Sports + Caesars Entertainment / 888 / Golden Nugget Gaming

Steph Curry + FTX

Verizon + NFL

LaLiga + Sorare + PSG

Castore + England Cricket

Socios + LaLiga

Enterprise + UEFA

Fnatic +

Capgemini + Ryder Cup

FTX + Mercedes F1

NFL + Dapper Labs

Inter Milan + DigitalBits / Zytara

cinch + NFL UK

bwin + UEFA

Bundesliga + ESPN


Nine + Stan Sport

Los Angeles + Bibigo

Virat Kohli + Hyperice

LaLiga + Dapper Labs

iSportConnect’s Monthly Deals Update: Heineken Make A Women’s Sport Push, Xbox Enter Gaming Deal With The FA

Rory Stewart-Richardson, Founder & CEO of Connexi, shares his thoughts on some of the biggest deals across the sporting landscape that took place during August.

CVC purchasing 10% stake in LaLiga

CVC continue their expansion into the world of sport with a recent acquisition of a percentage of LaLiga to the value of £2.3bn.  

Like all of CVC’s previous deals, the core focus of this partnership is to increase the digital experience around the league, enhancing the fan experience and overall increasing engagement between fan and club. It comes at a timely period, after most clubs have faced a financial nightmare due to COVID and the botched European Super League plan, so it will be very interesting to see how this investment improves and delivers on the planned digital and overall growth of La Liga. 

Heineken make a big push into women’s sport with UEFA & W Series

These are four fantastic innovative acquisitions from Heineken, in the W-Series, UEFA Champions League and the UEFA Women’s EURO 2022 and 2025. 

“It will give them a great platform to execute new activations and experiences, increasing engagement within new audiences from female sports as well.”

It seems a natural fit for Heineken who already have a stronghold in the men’s arena in both football and motorsport, and it will give them a great platform to execute new activations and experiences, increasing engagement within new audiences from female sports as well.

From my perspective it is also great to see one of the biggest brands in sport building on their men’s sponsorship strategy and rolling the same philosophy out into the female sector. 

Xbox named gaming partner of the Football Association

A great partnership and a great investment for Xbox who are running a campaign under the mantra “When Everybody Plays, We All Win”, encompassing The Lions, The Lionesses and eLions. 

“With gaming numbers increasing considerably over the last 18 months, it is a great brand for FA to be partnering with”

The partnership is one based on values, with both Xbox’s and FA’s values aligning, and with gaming numbers increasing considerably over the last 18 months, it is a great brand for FA to be partnering with ensuring they take the opportunity to the next level for all those connected with football. 

Authentic Brands Group acquires Reebok from Adidas

With Authentic Brands Group looking to IPO potentially as soon as the summer of 2022, this could be an interesting acquisition of a business that didn’t cut the mustard for Adidas, when they acquired Reebok in 2006 for $3.8 Billion.  

ABG are strong experts in buying bankrupt / struggling brands such as Brooks Brothers, Aeropostale and Forever 21. They will look to strengthen the brand while focusing on maintaining its brick and mortar stores. 

For Adidas, who bought the brand as an asset to fend off key competitors Nike, didn’t manage to release the full potential over the past 15 years, and saw their business go skywards, as Reebok limped along. 

Get more from sponsorship marketplace Connexi, head to their website here –

Other notable deals from this month

Hotforex + PSG

Socios + Leeds / LaLiga / Orlando Magic / Hero CPL / Sacramento Kings

Sky Sports + Bundesliga

eBay + EFL

Getir + Spurs

UFC + Panini NA

DraftKings + Genius Sports

Chelsea FC + Parimatch

BT Sport + Serie A

Saran Media Group + Euroleague

Golden Nugget + DraftKings

West Ham + Manscaped

IMG Arena + Ryder Cup

UFC + Monster

MotoGP + Foxtel

WTA + Fanduel

Boost drinks + Leeds United

Biosteel + Lakers

Liverpool FC + ThinkMarkets / Sonos

Baltimore Ravens + Draftkings

Philadelphia 76ers + Ticketmaster

Sportradar + Fanduel

Footballco acquires Calciomercato

AFC + Kelme

Cal Athletics + FTX

WNBA + Top Shot

AstroPay + Wolves

FIBA + Bitci

iSPORTCONNECT’s Monthly Deals Update – March 2021: TeamViewer Make A Splash

Rory Stewart-Richardson, Founder & CEO of Connexi, casts his eyes on three of the biggest deals in the sporting world during the month of March.

Manchester United sign new shirt sponsorship deal with TeamViewer

A new age partnership with a business that must have been one of the few to strive through COVID, and they have subsequently followed this up with a recent deal with Mercedes.

It is interesting to see more and more brands looking to create case studies through sponsorship partnerships, and what better way than to create a partnership with two leading assets on a global scale – Mercedes / Lewis Hamilton and Manchester United. 

As Manchester United look to take their global following on a digital transformation journey, what better way than to partner with one of fastest growing software companies.

Six Nations Rugby agrees long-term strategic deal with CVC

A great move for the future of Rugby, and a natural next step for CVC, who have already invested in Premiership Rugby and the Pro 14. CVC are looking to broaden and increase Rugby Union’s global popularity, enabling the game to stay relevant in a fast-changing, increasingly competitive sporting world via wider use of technology and more personalised content.

This new approach may see the Men’s, Women’s and U20’s go behind a paywall, however the positives for the 6 Nations, with CVC’s investment, is it will enable the game, both men’s and women’s, to build a more secure and prosperous future, post COVID-19. 

UFC signs $350m betting deal with DraftKings

A first for the world of MMA, partnering with a sportsbook and DFS provider. For UFC, this partnership will allow Draftkings, to create bespoke odds, free-to-play games, in game promotions, etc to UFC fans, whilst also ensuring non-stop action 365 days a year, as UFC does not have an off season. 

For Draftkings, they have seen a rise in popularity for combat sports, across their sports book and DFS, so this seems a punt, but a logical one based on the increased interest. Exciting times ahead. 

Here are some of the other notable deals from March:

Sports Flick + UEFA

ELEVEN Portugal + WTA

Borussia Dortmund + Bet MGM

World Surf League + Rip Curl


PGA Tour + AWS

DraftKings + DISH

PGA Tour + Maestro Dobel Tequila

World Sailing + MUSTO

Pittsburgh Pirates + PNC Bank

B&I Lions + Royal London

MLS + Deltatre

Extreme E + Mindprober

EFL + Cazoo

Super Rugby + World Rugby

IPC + egoli

NBA + Mondelez Intl


WC Air Race + Aurora Media

Six Nations + CVC

Leeds + Skrill

Therabody + AC Milan

DHL + F1

MotoGP + Spark Sport

Flosports + Infront

Valorant + LDN UTD

Comcast + LA2028

British Gymnastics + Pulseroll

Lebron James + Pepsi

UFC + Love Hemp

Bayern Munich + Tipico


SailGP + KuenheNagel

Sportradar + Synergy Sports

McLaren + Bitci

UEFA + Just Eat

Sportradar + CBA

Subway + Guild Esports

F1 + Drive Coffee

Caesars + Superdome

FTX + Miami Heat

Castore + Patrick Reed


Eleven + Team Whistle

New York Yankees + Hyperice

AC Milan + BMW

Zenith + Extreme E

Redbird Capital + FSG

ICC + Himalaya Men

England Cricket + Lifebuoy

iSPORTCONNECT’s Monthly Deals Update – February 2021: Social Platforms Lead The Way

February may have flown by but the sporting world never stops. Here, Rory Stewart-Richardson, Founder & CEO of Connexi, gives his thoughts on four of February’s biggest deals in the sporting space.

FIBA + Twitch

This is a great partnership for FIBA to engage with Twitch’s large and youthful user base to continue to grow their following. For Twitch it is the third sport, behind the Premier League and NFL, to have gone down to promote their new “Twitch Sports” vertical, which is being used to broaden their user base.

I think this is a great partnership that showcases further developments between rights holders and streaming platforms coming together to grow one another’s audience and benefit both sides. 

UEFA + Tik Tok

A first of its kind – a digital entertainment platform partnering with a major international tournament. COVID-19 has lead to a rapid growth of the social media platform Tik Tok, and I think this is a fantastic next step for the platform to dive deeper into the football fans on their platform, allowing fans to follow their favourite football creators as well as creating their own football content or special moments that will take place around the competition. 

Discovery + Snapchat

Another example of rights holders partnering with social platforms to engage with the younger audiences. This partnership will allow younger generations to engage with the Olympics on their terms – through a fresh mobile-first experience – and in a place where they are most comfortable and spend a great deal of time.

Aramco + Ladies European Tour

It was great to see the first women’s professional golf tournament being held in Saudi Arabia last year, and there is no better brand than Aramco to be behind it, who have a strong history of encouraging the growth of the sport inside Saudi Arabia.

It is also a great asset for Aramco to showcase their support and empowerment of the country’s female citizens, whilst promoting their positive values in the community. It’s also a very innovative format so could be a wonderful partnership!

Other notable deals in the sports world from February…


Honda + MotoGP

ICC + Byjus

Ryder Cup Europe + Rolex

Euroleague + Deutsche Telekom

Ballys acquires Sportcaller

Man City / Bayern Munich + Therabody

ECB + Microsoft

NHL + PointsBet

NBL + Genius Sports

New Balance + Roma

Biosteel + US Soccer

Beko + Barcelona

TikTok + UFC

Angel City FC + DoorDash

Ferrari + Richard Mille

EURO 2020 + Qatar Airways

iSPORTCONNECT’s Monthly Deals Update – January 2021: WWE Network Heads To Peacock, PGA Tour And WHOOP Combine

In iSPORTCONNECT’s Monthly Deals Update for January, powered by Connexi, Rory Stewart-Richardson, Founder of Connexi, overviews four of sport’s biggest collaborations and transactions from January.

PGA Tour Signs WHOOP As Official Fitness Wearable Partner

For me this is a fantastic partnership, and certainly a first of its kind for the PGA Tour. As more and more partnerships are looking to bring fans closer to their idols, this one will definitely create some great content – how cool will it be seeing the live heart rate of Tiger Woods as he lines up a crucial shot on the 18th.

“How cool will it be seeing the live heart rate of Tiger Woods as he lines up a crucial shot on the 18th.”

Not only do we get to see the heart rate and biometric data of our idols throughout the season, but through WHOOP’s activation using the hashtag #Whooplive each selected player will be able to donate $10,000 to a charity of their choice on behalf of WHOOP and the Tour. 

WWE Network lands on Peacock in exclusive ‘US$1bn’ streaming rights deal

An exclusive 5-year deal valued around $1 Billion, and you can see why. Building on the 30-year relationship between WWE and NBCUniversal, for me Peacock, are only going to add to the fan experience over the next 5 years.

In March the initial migration of subscribers will be moved over to Peacock, where there will be over 17,000 hours of new, original and library WWE content, and then in 2022 they will be creating a signature documentary on an annual basis – another great partnership where enhancing the fan experience is at the centre of the deal!

Tottenham Hotspur sign ‘cinch’ as first sleeve sponsor

Just like watching the Ashes is a great tactical spectacle to watch, so is the recent sponsorship acquisitions from online car retailers cinch and their competitors Cazoo – two fantastic brands on a mission to gain market share with the UK’s “used-car purchasers” and they are doing so by powerfully entering the sports sponsorship landscape.

I think it is a statement of intent from cinch, following becoming the first ever sleeve partner of Tottenham, and a great platform for Cinch to utilise to ensure they become the brand of choice when it comes to buying a used car. 

FIFA + Universal Music Group

It was only a matter of time before two of humanities biggest passion points, music and sport, came together to create innovative and memorable experiences for fans.

The launch of PlayOn Podcast, hosted by West Brom fan Liam Payne, will be the first of many initiatives that will be launched, and will pair star football players with musicians, with the first season featuring the likes of Ivan Rakitić, Carli Lloyd, Asisat Oshoala, Lele Pons, Tiwa Savage, Wretch 32 and Morat, among others.

Other notable deals from around the sporting world this month

NBC Sports + PGA Tour

Panini + UFC

Williams + Mercedes

DirecTV + Euroleague

Two Circles acquire Sports Ink

Detroit Pistons + Pointsbet

Hummel + Southampton FC

DAZN + Movistar

Hertha Berlin + Homeday

Gobik + Team UAE

BetMGM + Philadelphia 76ers

Fnatic + Jack Link’s

US Soccer + Gogo Squeez

Randox + Grand National

Ajax + Ziggo

AC Milan + Jeeny

Saracens + StoneX

International Bowling Federation + Spark Compass

Burnley + AiScout

Manchester City FC + Unilumin

Premiership Rugby + Land Rover

GB Women’s Hockey + Vitality

Formula E + ORF

Steelers + Kraft Heinz

Asian Football Confederation + Sportradar

Liga MX + IMG

UFC + Zappo

British Gymnastics + Kukri

Rhude + McLaren

UFC + RMC Sport

iSportConnect’s Monthly Deals Update – December 2020: Two Major Acquisitions

Welcome to iSPORTCONNECT’s first Monthly Deals Update for 2021, powered by Connexi. Rory Stewart-Richardson, Founder of Connexi, overviews four of sport’s biggest collaborations and transactions from December.

EA Acquires Codemasters

This is a natural acquisition for the powerhouse that is EA Games, as the video racing category continues to grow. Both EA and Codemasters, share an ambition to lead the world of video gaming, providing fantastic experiences for their consumer.

By partnering up and using EA’s tech and platform infrastructure this acquisition will allow gamers to experience the industry defining gameplay that EA have delivered to their customers for the past 39 years.

OneFootball Acquires Dugout

OneFootball’s acquisition is a great step forward for them as a business in bolstering their digital offering. By combining Dugout’s range of products from the platform to the many premium publishers, the acquisition has opened up OneFootball to an audience reach of 85 million global monthly eyeballs, as well as creating more defined and data driven solutions for brands. This acquisition is an authentic partnership, and one that will allow OneFootball to continue their mission of becoming the destination for “everything football’.

Unilever + The Hundred

The Hundred is the newest format of cricket, looking to open up the game to target different audiences. It is a great opportunity for brands historically not involved in the sport to ride the positive wave and mission of a new tournament, that looks to increase participation and bring together different communities through the power of cricket. This is a great partnership and allows two brands to showcase their purpose, through what is hopefully going to be a very popular tournament!

AC Milan + Twitch

Following a number of others last year, I’m sure AC Milan won’t be the last football team to launch on Twitch. Twitch creates a fantastic platform for the younger audiences to engage with sports teams that they love.

Read iSportConnect’s exclusive interview on that partnership with AC Milan’s Chief Revenue Officer here –

In today’s world, fan engagement on a global scale is becoming ever more important for clubs, and the engaging ideas that AC Milan have come up with e.g. AMAs (Ask-Me-Anything) ensure that their fans across the world receive memorable and engaging content!

Other Key Deals Last Month

UEFA + Pepsi
The Hundred + Cazoo

Stats Perform + Thuuz
Fulham FC + ClearScore
IMG Arena + Ekstralaska
LaLiga + Mondia
LaLiga NA + Stage Front
Fubo TV + Balto Sports
NFL UK + General Mills
LTA + TAG Heuer
Springboks + DHL Express
Tottenham Hotspur + INEOS Hygiene
ECB + Vitality
Bundesliga International + United Media
FIBA + Smart
Northampton Saints + Barclaycard Payments
Legends Tour + American Golf
Northampton Saints + cinch

“It Has Been Refreshing To See How Quickly Rights Holders Have Adapted With Existing Partners”

As 2020 comes to a close, Connexi give us their wrap-up of the year and take a look at how things have been changing in the sponsorship world.

The sports sponsorship market has transformed radically in 2020. In the wake of the pandemic, a study by one sports agency forecast a 37% year-on-year decrease on sponsorship spend, dropping to $28.9bn. Connexi, the tech and data-driven sponsorship marketplace, navigated the change, delivering exceptional growth, against the odds. As a relatively young company, and having a low base from which to start with, you would expect that we would be the prime target for the struggles that have come along with the pandemic. However, adapting to a rapidly changing market has allowed us to continue our growth that was so strong pre-Covid, keeping us on pace with the major players in the sports sponsorship industry.

Contrary to expectations, with both Brexit and Covid taking full force, we have been able to continue our phenomenal straight line growth. With more live conversations and users than ever before, continuing the rise on our platform from before Covid. Our user numbers are up over 40% on what they were in February 2020. But where we saw the largest increase was with live conversations. On our platform conversations went up a massive 148% on February 2020.

Despite the times, rights holders and brands have not shut up shop with sponsorship until the pandemic is over but are in fact actively having conversations. We found that there are not only more but many different types, with different sponsorships and activations from it. Our growth over this time has shown that we are resistant to that storm. We are sustainable and thriving. And as an industry, sports and sports sponsorship is capable of weathering the storm as well.

Data has never been more important. Calculating fit and risk is something that everyone is being forced into doing. Our aim is to bring those data backed solutions to the rights holders and the brands, making their lives easier.

Being in partnership with YouGov allows us to bring up to date consumer insight to our clients, helping to create the most commercially relevant partnerships. Over the last few years we have noticed that sponsorship deals have focussed much more on the partnership, sharing common values and audience traits.

Rory Stewart-Richardson, CEO of Connexi: “Rather than looking at the last 10 months as a negative, it has been refreshing to see how quickly rights holders have adapted with existing partners and with their approach to new partners, and it is clear that power and relevance of digital-first and data has really been brought to light. The togetherness of the industry over the last 10 months has been incredible and bring on 2021 and all of the amazing new partnerships!”

iSPORTCONNECT’s Monthly Deals Update – November 2020: Amazon + New Zealand Cricket, Chelsea FC + Weibo Plus More

Take a read of iSPORTCONNECT’s Monthly Deals Update for November, powered by Connexi. Rory Stewart-Richardson, Founder of Connexi, takes a look at some of the most notable partnerships from the past month.

Amazon + New Zealand Cricket

A landmark deal for Amazon with their first foray into live sport in India, they continue to disrupt the traditional broadcasting model acquiring rights with their innovative streaming services. This partnership is also a timely investment from Amazon, as their Indian competitors Disney+ Hotstar VIP, have recently introduced a social viewing feature that allows users to video chat with friends while watching the Indian Premier League (IPL) Twenty20 cricket tournament.

It is great to see Amazon seeing value in investing in cricket, following the success of documentary ‘The Test’, it will be interesting to see if the move into live cricket does just as well.

Cazoo + Rugby League World Cup 2021

Cazoo have hit the UK sporting sponsorship market with the force of a new Ferrari! Following on from deals with Everton and Aston Villa, it is great to see Cazoo investing in the RLWC2021. Cazoo have made it clear that sponsorship is a huge part of their strategy to gain brand awareness and with the RLWC2021, being the first tournament to run a men’s, women’s and wheelchair tournament what a better way to continue using large assets to increase brand awareness.

With the latest news this past week that Cazoo have been named as the principal partner of the all-new franchise cricket competition ‘The Hundred’, which kicks off in the UK next summer, it’s clear they’re not finished yet.

Chelsea FC + Weibo

Chelsea’s partnership with Weibo, continues to prove how powerful content is, in today’s world. The Asian market is an important market to monetise for Premier league clubs, and what better way than being the first Premier League club, to use a local market social platform in Weibo, to provide exclusive original content for Blues fans in China. This partnership also continues to show the innovative thinking from a rights holder about putting the fans first and giving the fans what they want.

Other notable deals in November

NBA + Genius Sports/Sportradar
AC Milan + QLASH
Rugby World Cup 2023 + Vivendi
British Lions + Castle Lager
Cricket Aus + Livenow
Barcelona + Rakuten

Eleven Sports + MyCujoo
British Lions + Goodform
Premier League + SuperSport
WTT + Coca-Cola
Eleven Sports + Ligue 1
World Table Tennis + Coca Cola
NENT + Bundesliga

Phillips + PSV
Two Circles + TRM Partners
IMG Arena + World Snooker
ATP + Rolex
Australian Open + Ralph Lauren
PSG + Hotforex
Blast Premier + BCC iPlayer
Formula E + CBS
Detroit Pistons + Legends
Brisbane Broncos + Asics
WTA + Stats Perform
Lanka PL + LiveNOW

Member Insights: Is Esports Really That Different? How Brands Can Learn About The World Of Esports

With Esports continuing to take a charge in recent months and the ever-increasing popularity allowing more and more brands the opportunity to get involved with Esports sponsorship, Connexi founder Rory Stewart-Richardson delves deeper with some special industry insights.

Two questions I have been thinking as Connexi builds our Esports offering by partnering with the British Esports Association and that is:

How different is Esports really to traditional sports?

One article in the Esports Observer laid it out very simply…

In Esports you have the following: teams, games, leagues/tournaments, platforms and fans.

By my reckoning this is not too dissimilar to traditional sports, where there is: teams, sports, leagues/tournaments, broadcasters and, once again, the fan.

“If you are in, you are in for 2-3 years otherwise those loyal audiences are left thinking ‘what is wrong with us!’”

Perry Smith,Right Formula’s Business Director of Esports, says: “When you get to the point of activating make sure you are being innovative, inclusive and effectively, just adapt to the market and adapt to how your brand changes as well.

“Just because as a brand you might have a strong heritage or history in other sporting sponsorships doesn’t necessarily mean that the activations that you have achieved in those partnerships are going to be relevant to the esports market, because of how diverse and different the market is.”

Do brands know what they are investing in?

For me this is the most crucial element and an area we have taken steps in to help Brands understand this more. Do Brands see people that play Esports as a stereotypical ‘gamer’? Do they know the true value an Esports fan can bring to their brand? 

“Once you understand the community, you get loyalty… Brands that have dipped in for one season and then left have almost created a negative community for them, so if you are in, you are in for 2-3 years otherwise those loyal audiences are left thinking ‘what is wrong with us!’”, commented Chester King, Chairman of British Esports Association. 

Similar to the world of influencers, authenticity is key – the gaming audience are incredibly loyal and engaged and, if done well, a brand partnership with the right asset can be extremely beneficial.

“Across the year we receive over 1 billion eyeballs. You can reach these audiences through different advertising means, such as a Facebook ad or the cinema, but this is their passion point.”

According to Leo Matlock, Commercial Director of Blast: “Across the year we receive over 1 billion eyeballs. You can reach these audiences through different advertising means, such as a Facebook ad or the cinema, but this is their passion point.

“For millions of people, this is where they choose to spend their time and what they are about. What I would advise any brand is to find a rights holder, who has access and a relationship to their audiences.”

Understanding who the audience is is vital – with Esports being a digital asset, the levels of audience data are way easier to collect and track. Second to that gaining consumer behaviour insight has also proved the stereotypical gamer not to be the case when it comes to fans of esports. 

Dave Martin, Co-Owner of Esports team London Royal Ravens, added: “As a Call of Duty team co-owner, in the UK there are 2.5 million Call of Duty players, 3 in every 4 are male, the average age is 26 and they have an average household income of twice the national average – our audience have money and they have their own mind.”

Earlier this month, Connexi led the charge on educating brands by running bespoke webinars for selected brands to educate them on the value of Esports. Working with partners and experts it delivered a bespoke data driven synopsis for each brand to support the points made by our panel of experts. Connexi will be running their next bespoke event in August, any brands interest can get in touch with 

iSportconnect’s Monthly Deals Update – June 2020: LaLiga + EA Sports, World Athletics + Parkrun And An Interesting Partnership For The San Francisco 49ers

iSportconnect’s Monthly Deals Update for June, powered by Connexi. Rory Stewart-Richardson, Founder of Connexi, takes a look at some of the most notable partnerships from the past month.

La Liga + EA Sports 

A great mutually beneficial partnership, that has arguably benefited from the recent effects of COVID-19. LaLiga returning to play has seen virtual images of stands and crowd noises provided by EA Sports into the broadcasts of live matches. Looking forward to the bigger picture of this partnership, LaLiga is a fantastic global platform to engage with more and more fans, allowing EA Sports to continue their vision of growing the love of sport through their range of game. For LaLiga, the partnership allows them to increase fan engagement through EA Sports global footprint.


For MANSCAPED, a platform like the 49ers enables them to tell their story, changing the game for personal hygiene for men everywhere. This unique message allows both MANSCAPED and 49ers to be creative both at Levi’s Stadium and further afield to engage with their audiences through highly curated brand integrations, resulting in a mutually beneficial relationship that strategically elevates both parties.

World Athletics + Parkrun

A very natural partnership. Parkrun has become extremely popular since its launch in 2004 and it is a great platform for World Athletics to launch mass participation events in key host cities ensuring the legacy of World Athletics continues after their key events. By creating these mass events, not only will it create a legacy of health and fitness within the communities but it will also provide further fan engagement for World Athletics as well as provide opportunities to find grassroots athletes. For Parkrun the opportunity to partner with World Athletics is a natural growth path for them building on the 20+ countries they currently exist in.

LiveScore + Serie A

A very interesting move from Livescore, a natural progression from their historic offering in today’s world with streaming services, it makes it exciting and one traditional broadcasters should be aware of. I think if Livescore can get this right, ensuring the quality of streaming remains at high quality, then with their wider assets around the stats, they could become a major player in the streaming circles creating a really exciting user experience for the football and wider sports fans.

Other notable deals in June

Man City + Intel

Eurosport + Bennetts British Superbike

PGA Tour + Twitter

Everton + Cazoo

RLWC 2021 + Kuenhe Nagel

AS Roma + Edison Energia

DFL + Sky and DAZN

StreamAMG + Birmingham City FC

Aston Villa + Cazoo


Orange + Telefonica

FIH + Kayford Branding

Sportfive + Supponor

Rugby Australia + STH

Dentsu + Global Esports Federation

West Ham + Scope Markets

Football Federation Australia + Fox Sports

Loch Lomond Whiskies + European Tour

Tottenham Hotspur FC + Mondelez

Red Bull + Dorna Sports

Bournemouth + Vitality