Southampton FC To Keep Itself Hydrated With Wow Hydrate

Southampton Football Club has named Wow Hydrate as its new Official Sports Hydration Partner.

Under the two-year partnership, Wow Hydrate and the club will collaborate on a range of digital content series aimed at helping supporters fulfill their health potential, with the drinks brand having a significant presence across Southampton’s social media channels, including during press conferences and on a match day, as well as a product trial with the Southampton FC Women’s team.

Southampton Football Club’s Chief Commercial Officer, David Thomas, commented: “It’s exciting to be teaming up with an innovative challenger brand as they look to position themselves within elite sports.The partnership feels like a natural fit with our shared aims of improving performance, and we look forward to creating exciting content for our fans in collaboration with Wow Hydrate over the coming seasons.”

Wow Hydrate Managing Director Jon Hayman said: “We are delighted to link up with Southampton Football Club as their Official Sports Hydration Partner. The club share the same ethos as Wow Hydrate with their forward-thinking approach to sports science and hydration.Our sugar-free electrolyte and protein waters will not only benefit their elite footballers but encourage fans to drink sugar free drinks.”

Inter Miami Signs First Commercial Partnership With Heineken

Inter Miami CF has named Heineken as its first major commercial partnership.

The beer company will have signage and intellectual property rights as the official beer of Inter Miami.

Inter Miami managing owner Jorge Mas said: “To be with a global brand like Heineken for us is important. I think it shows the aspiration of our team and ownership to be with global brands. I want Miami to be MLS’s global team. I want the world, when they think of soccer and the U.S. to think of Miami first. So this is our first big commercial partnership, there will be others.”

“After much anticipation and excitement around the return of MLS to South Florida, we are thrilled to play a role as Inter Miami CF’s first official partner, and look forward to celebrating many future firsts together,” said Jonnie Cahill, Chief Marketing Officer at Heineken. “We are known worldwide as a devoted soccer brand, and through this partnership, we can’t wait to provide soccer fans across South Florida with the premium experience—and beer—they have come to expect from Heineken for years to come.”

Crystal Palace FC Signs MyPeople As Official Culture Analytics Partner

Crystal Palace F.C has named culture analytics specialist MyPeople as the club’s official culture analytics partner.

MyPeople was formed in 2014 by the analytics teams that supported GB Cycling, GB Rowing, England Rugby, the British & Irish Lions and the Philadelphia 76ers. The company specialises in helping organisations create winning, high performance cultures in the business environment using approaches which have already proved successful in elite sport.

The partnership will provide an opportunity for MyPeople to showcase its culture analytics platform to the businesses associated with Crystal Palace F.C. The club will also benefit from using this highly successful platform.

Barry Webber, Commercial Director, Crystal Palace Football Club said: “This partnership with MyPeople goes beyond a branding platform and will provide the Club with valuable insight by providing a profiling service that will deliver significant benefits across the Club. We will soon have a unique level of insight into team dynamics, including the characteristics of our high performing teams and individual employees that support improved business performance. The partnership with MyPeople will ultimately improve the retention of such staff and reduce the attrition of match day staff in general. So we are delighted to welcome MyPeople into our family of partners and are proud to be their chosen club to partner with in the Premier League.”

Christian Hughes, CEO, MyPeople Group, added: “Crystal Palace F.C. has been consistently innovative in the way they approach analysis on the pitch and their commercial growth off the pitch. Selhurst Park is famed for its atmosphere and is in the top three grounds in the premiership for fans match day experience. We are delighted to partner with the Club to help them continue to grow a high-performance culture, both on the pitch and across the wider organisation.”

F1 Official Live In-Play Betting Data Set To Launch In 2020

Formula 1, the world’s most prestigious motor racing competition, together with its sponsorship and data rights partner, Interregional Sports Group (ISG) and Sportradar have announced a Live ‘in race’ Odds offering that was first trialled as part of an exclusive partnership.

The agreement between ISG and Sportradar will provide the most comprehensive pre and live race odds available, allowing the sport to embrace the market at a time when sports betting and engagement is seeing continued growth across the world. Current pre-race odds already in place include driver markets (winner, podium and top ten finishes), constructor markets, group winners, drivers to be classified, race head-to-heads and pole position head-to-heads.

As part of the deal, Sportradar’s Live Odds team have utilised never before released historical F1 data to create new Live Odds models set to be launched ahead of the 2020 season at the Australian Grand Prix in Albert Park.

Using the exclusive data that F1 have made available, Sportradar will initially offer around 30 unique markets during qualifying and on race day. This will be further enhanced by markets beyond the podium positions, with in-team competition and driver head-to-heads developing on a race-by-race basis. The world’s leading provider of data solutions is also providing its Integrity Services to protect the sport from potential match-fixing risks.

Tony Ragan, Joint Chief Executive, ISG Group said: “F1 already has a huge global fan base, unrivalled television audiences and provides a thrilling experience for both experts and newcomers to the sport. The potential for pre-race and in-race betting is huge and F1 itself is developing in a way that will continue to fuel opportunities for additional markets. This season’s introduction of a Championship Point for the fastest lap is a case in point. The potential for the betting markets was perfectly illustrated at the French GP where Sebastian Vettel who, despite a later tyre change, secured the fastest lap in the dying seconds of the race.”

David Lampitt, Managing Director of Sports Partnership at Sportradar said: “F1 remains an untapped market for bookmakers, despite it being one of the richest data driven sports in the world. This partnership enables us to roll out enhanced data-driven products, which will provide additional betting opportunities both prior to and during live races, creating the most comprehensive offering available anywhere. We’re looking forward to continuing to work with F1 and ISG to create insights from their unique data sets in a way that will both excite the market and help build customer engagement and interest across the sport.”

Adelaide United Joins Forces With Comwire IT

Adelaide United has signed a three-year partnership with IT specialists, Comwire IT.

The new partnership will see Comwire IT become Adelaide United’s official Coaches’ Partner, as well as the club’s front of shirt partner for its upcoming FFA Cup campaign.

Comwire IT provides a variety of expert IT services ranging from on-demand access to the latest cutting edge, enterprise-level technology and specialist technical support.

A local South Australian company, Comwire IT also supports a number of other high-level professional sporting organisations including Port Adelaide Football Club, Melbourne Storm, Richmond Football Club, and the Adelaide Strikers.

Adelaide United’s Head of Commercial, Adam Thomson, said: “We are very excited to be partnering with Comwire IT for the next three seasons. Aligning ourselves with an Adelaide-based company like Comwire IT is another significant collaboration for our club. Comwire IT has grown within its marketplace to become one of the frontrunners in IT and communications support and solutions in South Australia with strong advancements interstate. Their continual growth is most evident in their partnerships with some of the country’s biggest sporting clubs and with our new integration, we are looking forward to a successful and cooperative affiliation.”

Director of Comwire IT, Mark Frahn, said: “We’re thrilled to be aligning Comwire IT with South Australia’s premier Hyundai A-League team, Adelaide United. Being a proud, South Australian business, we’re delighted to be offering our high-quality services to the club.”

Fellow Director of Comwire IT, Rob Librandi, said: “Joining forces with Adelaide United for the next three seasons is a very exciting venture for everyone involved. The team has had some great success in recent years and we’re looking forward to kicking many more goals with the Reds moving forward.”

NWSL Extends Nike Deal Until 2022

Nike and the National Women’s Soccer League (NWSL) have agreed to an extended partnership through 2022 in which Nike remains the league’s exclusive partner of uniforms, apparel and equipment.

Nike’s relationship to the NWSL reaches back to 2012, when the brand helped catalyze the league as a founding sponsor.

“We look forward to continuing our long-standing relationship with the NWSL to create even more opportunities to champion female athletes in their pursuit of greatness,” says Michelle Lobo, GM of Nike Soccer for North America. “We are committed to helping grow the game and are proud to continue the partnership, both in support of players and a growing fan base.”

The enthusiasm for women’s football reached a fever pitch in 2019, both domestically and internationally, with the conclusion of the premier women’s football tournament in France. NWSL President Amanda Duffy says the partnership reflects a shared commitment to further elevating professional soccer.

“The relationship with Nike aligns with our goals to strengthen the level of competition, as well as to support and develop female athletes as they continue to train and play at the highest level,” Duffy says.

Brighton Renews Sleeve Deal With JD

English club Brighton and Hove Albion has renewed its sleeve sponsorship deal with JD for a third consecutive season.

As part of the extension, JD logo will remain on the left arm of Albion’s home, away and third shirts, starting with the club’s Premier League opener away at Watford on 10th August. It will also continue to have its branding its branding across the club’s physical and digital assets.

Albion’s head of commercial, Russell Wood, said: “It is great news that we have managed to extend our deal with JD for another season. We have already produced some innovative marketing and media content together to grow our respective brands, in what has been an excellent partnership for both parties. We as a club are very much looking forward to working with them again ahead of the new season.”

JD Group marketing director, Stephen White, added: “We are delighted to continue our partnership with the club for a third season in the Premier League.We are looking forward to seeing the team represent JD to the global audience under the fresh new leadership of Graham Potter, and wish them all the best for the season ahead.”

 

ITU & TOGOC Implement Measures To Combat Summer Heat At Tokyo Olympic Test Event

With the 2019 Tokyo ITU World Olympic Qualification Event taking place from 15-18 August on the purpose-built Odaiba Park course – the very site that will host the triathlon events at the Tokyo 2020 Olympic and Paralympic Games – new measures are being put in place designed to mitigate the effects of summer heat and humidity in the Japanese capital.

Following consultation with its Medical Committee, Coaches Committee and the Tokyo Olympic Games Organising Committee (TOGOC), ITU has prepared a series of important changes to the standard race set up to ensure the health and safety of all athletes. The start time of all races has been moved earlier to avoid the high temperatures.

Among the most important changes will be the addition of extra water stations on the run course, air-conditioned athletes’ areas both pre- and post-competition, revised heat stress protocols, with specially trained personnel added to the technical teams and trained medical personnel stationed every 500m along the 10km run course.

Further rule changes designed to aid pre-race preparations will allow athletes to wear cooling vests until their official introduction and their coaches to place cold or frozen water onto bikes between the athletes’ introductions and the start of the race. To help with mid-race comfort, special paint is used for the road pavement to reduce heat reflection on the Field of Play and athletes will be allowed to rest in designated cooling zones.

“We are taking all the measures to make sure that everyone’s health and safety is our maximum priority, and we are sure that with all these measures, we are working in the right direction reducing the exposure of athletes to the weather conditions”, said ITU Medical Director Sergio Migliorini.

During the races, coaches will be allowed to provide nutrition in designated coaches area on the bike and run course, and littering zones have been removed so no penalties will be applied.

Among other measures, additional shaded areas will be available for athletes after the races, and it has been planned quick medal ceremony and athlete’s introduction to reduce the heat exposure as much as possible.

ITU has currently updated the “ITU exertional heat illness prevention guidelines” considering the “IOC Plan for Heat Countermeasures at the Tokyo OG 2020” and its event organizers’ manual regarding the contingency plans for racing that are taking place in extreme heat conditions.

eToro Seals Partnership With Six Premier Clubs

eToro has signed contracts with six Premier League clubs for the 2019/20 season.

The clubs are Crystal Palace F.C., Leicester City F.C., Southampton F.C., Tottenham Hotspur F.C. and new partnerships added with Aston Villa F.C. and Everton F.C.

Iqbal V. Gandham, UK Managing Director at eToro said;‘We’re proud to be the Premier League’s biggest club sponsor. Working with six clubs for the second year in a row demonstrates our commitment to our customers, and to the fans. We want to open up our club partnerships for all and to use this celebration to enable smart insights into transfer dealings from industry experts, just like our market leading investment platform.”

 

 

Mediapro Agrees To Livestream LIMA 2019 On YouTube

The Spanish broadcaster and sports rights broker Mediapro signed an agreement with YouTube to air events from the Lima 2019 Pan American Games live for the first time ever via the online video platform.

As per the agreement, viewers in more than 150 countries (except the Americas and Turkey) can access a 24/7 broadcast via Mediapro’s official YouTube channel until 11 August.

Mediapro is the official producer and signal distributor for the Lima 2019 Pan-American Games, which began on 26 July and will feature more than 6,000 athletes taking part across 39 sports and 62 disciplines. It’s also the host broadcaster for the Parapan American Games, to be held in Lima from 23 August to 01 September.