Bianchi Named As Official Sponsor Of Giro d’Italia

Bianchi is ready to embark upon a new journey as official sponsor of the 2021 Giro d’Italia, from May 8th to 30th,2021.

From Turin to Milan, Bianchi will spend three weeks living at the heart of the “Pink Caravan” as official bike sponsor of the event.

The Giro d’Italia represents a fantastic opportunity for Bianchi to connect with the Giro’s global audience which in 2020 included 185 countries and a social community of 3.1 million users. As the most popular and iconic Italian race in the world, the Giro serves as the perfect example of Bianchi’s values of innovation and inspiration.

Throughout three weeks of the race, the Bianchi Experience Center will be present in every start village of the Corsa Rosa, giving the fans the chance to discover the best of the brand’s technology and innovation. Fans will be able to get up close to Bianchi’s flagship models across multiple disciplines, including Team BikeExchange’s original Oltre XR4, the adventurous Arcadex gravel model, and the newly-launched e-bike family, e-Omnia.

There will also be a special focus on the official bike of the 2021 Giro d’Italia, the Specialissima all-rounder bike. Completely re-designed by Bianchi, the lightweight carbon frame balances featherweight climbing performance with superb stiffness, so all the rider’s power is transferred to the road.

Bianchi is also the official partner of the Giro-E, the dedicated e-bike event which follows the same route of the Giro d’Italia. The brand’s Aria E-Road is the bike of the Giro-E, further showcasing Bianchi’s Lif-E philosophy and widening the appeal of, and access to, cycling to a more diverse population.

Additionally, Bianchi will supply its bicycles to the neutral technical assistance.

While the Specialissima will take centre stage at every start of the Giro, it will also be in the thick of the action day in, day out, with Simon Yates and Team BikeExchange as they go in search of the Giro’s ultimate prize, the Maglia Rosa. 

Coming hot off of his Tour of the Alps success, the Briton is among the top contenders for the 2021 Giro, and his ambitions will be bolstered by the Specialissima’s all-rounder qualities. Team BikeExchange will also be equipped by Bianchi Reparto Corse with the Oltre XR4 for the flat stages and sprint finishes, while the Aquila will be their ally for the race’s two time trials.

A strong team will back Yates in his bid for glory, with former Giro King of the Mountains Mikel Nieve and talented Australian climber Nick Schultz providing plenty of backup in the mountains where the race will likely be won or lost. Michael Hepburn, Chris Juul-Jensen, Tanel Kangert, Cameron Meyer and Callum Scotson complete the starting lineup. 

New York Giants Signs Grayscale Investments As Digital Currency Asset Management Partner

Grayscale Investments, the world’s largest cryptocurrency asset manager, and the New York Giants announced their exclusive partnership making Grayscale the Official Digital Currency Asset Management Partner of the New York Giants.

Grayscale is the first cryptocurrency partner of an NFL team, and the partnership reflects both Grayscale and the Giants commitment to supporting the New York metro area, home to Grayscale’s headquarters.

“Our partnership with the Giants is incredibly meaningful because our roots are in New York,” said Grayscale CEO, Michael Sonnenshein. “We’re excited to partner with such a forward-thinking franchise, to work together on philanthropic initiatives, and to continue to support the New York metropolitan community.”

As part of being the Official Digital Currency Asset Management Partner of the New York Giants, Grayscale will be the Presenting Sponsor of The Giants Foundation Golf Outing. The Giants Foundation, founded in 1993, provides financial assistance in the tri-state area to organizations dedicated to tackling important community issues, improving overall health and empowering our youth. Grayscale will also be a Presenting Home Game Sponsor, a Supporting Sponsor of Giants Training Camp, and will host voluntary, educational seminars on cryptocurrencies for Giants personnel each year.

“We are excited to partner with Grayscale, who are innovative leaders in the digital currency market,” said New York Giants Chief Commercial Officer Pete Guelli. “During our extensive evaluation of the space, we determined that we not only wanted a partner that understood the value of aligning with the Giants brand, but also could guide us in navigating the cryptocurrency ecosystem. Grayscale quickly emerged as a company that shares our passion for the New York market but also has the institutional knowledge and network of partners that we can access as crypto continues to evolve.”

IRONMAN Joins Forces With UTMB Group To Launch World Series

UTMB Group – a major player in trail running which has led the sport’s development for the last 18 years – has joined forces with The IRONMAN Group to boost the sport’s international development and, together, will launch the world’s ultimate trail-running circuit: the UTMB® World Series.



From as early as 2022, the UTMB® World Series will bring together many of the best international events on the planet which will provide exclusive access to the sport’s pinnacle event, UTMB® Mont-Blanc. Runners across the globe are invited to be part of it and to ‘meet their extraordinary’.



The UTMB® World Series is a revolution for the sport, that will bring the trail running community together through a new, integrated sports system that is open to all. Inspired by the high standards of UTMB®, runners will be able to take part in the most beautiful events on the planet, and the UTMB® World Series will be the only place where runners can begin their quest to Mont-Blanc, France, where the prestigious UTMB® World Series Finals will be held. In-line with the rapid growth of the sport, events will be held across six continents, giving all runners more opportunities to live the UTMB® experience on a global scale.

Andrew Messick, President & Chief Executive Officer for The IRONMAN Group said: “The legacy of excellence and leadership by the Poletti family and UTMB® is unparalleled in trail running. Their ability to create transformative and enriching experiences registers deeply with us as the world’s largest organizer of endurance events, and together we look forward to bringing the deep-rooted values, spirit, and camaraderie of trail running competition globally.
 
“For over 40 years, we have worked to create event experiences that capture the imagination of people from around the world, producing life-changing race experiences for athletes of all levels, from their first step through the finish-line. We are grateful for the ability to partner with the talented team at UTMB Group as we marry our strengths in creating the UTMB® World Series as a platform to elevate the extraordinary that exists in us all,” Messick concluded.

Premier League Taps Oracle As Official Cloud Provider

 The Premier League has chosen Oracle as its official cloud provider.

In teaming with Oracle, the Premier League will increase the excitement surrounding every game through new in-match statistics that provide a deeper understanding of the live action on the pitch. Oracle’s data and analytics and machine learning technologies will deliver these groundbreaking statistics in real-time to a global audience of billions each season.

“Match Insights – Powered by Oracle Cloud” will present advanced player performance data and statistics during global broadcast coverage, and across the Premier League’s social channels, starting with the 2021/22 season. Machine learning models will be developed to generate immediate results based on live data streams, real-time tracking data, and facts collected on each of the League’s players and from thousands of previous matches.

Research shows that fans are interested in the integration of match data and analysis, and these insights will help tell more stories about Premier League matches, providing fans a data-rich experience. Fans will be able to access a range of match information instantly, whether they are watching from home or checking scores on their mobile devices.

Premier League Chief Executive, Richard Masters, said: “We are always looking at new ways to bring the Premier League to life and enhance the analysis of the competition. Oracle is a global brand with a great track record of driving innovation, and we look forward to working together to bring new levels of engagement to fans around the world.”

“Match Insights – Powered by Oracle Cloud” will include:

  • Average Formation – This tracks the positions of all players when their team is in and out of possession.  The model highlights differences in how teams organize themselves when attacking and defending. During the match, fans will see how teams react to their opposition’s tactics, helping viewers to understand the strategies behind different styles of play.
  • Live Win Probability –This statistic further tells the story of a team’s performance by calculating the chance of a team securing a win or draw by simulating the remainder of the match 100,000 times. The model is based on four years of match data and takes into account if a team is home or away, the current score, penalties awarded, players on the pitch, red cards and time left in the match.
  • Momentum Tracker – This measures the likelihood of the team in possession scoring a goal in the next 10 seconds. The results are based on data from thousands of historical games and the last five events in the current possession. The model incorporates the outcomes of passes, dribbles in possession, tackles and the locations on the pitch where they take place.

“Combining Oracle’s machine learning expertise with the Premier League’s wealth of football data is a significant merger of technology and sport,” said Ariel Kelman, Oracle executive vice president and chief marketing officer. 

“The margins for error in the Premier League are very small, so the data is crucial to discovering the meaningful moments and stories of each match. It’s those stories that unite fans and ignite their passions for the game.”

Dorna Restructures To Create A New Single Global Commercial Area

After more than 20 years working at Dorna Sports as a Commercial Managing Director, Pau Serracanta departs his role to take on fresh challenges.

As a consequence, Dorna has decided to restructure the commercial areas of the company to create a new single Global Commercial Area, as the company continues to focus on strategies for the future in the ever-changing world of sports organisation, promotion and 360º event management.

This philosophy is a cornerstone of Dorna’s approach both within the FIM MotoGP™️ World Championship and across its different Championships and projects, from the MOTUL FIM Superbike World Championship to the Road to MotoGP™️ programme.

Manel Arroyo, Media Managing Director at Dorna until now, will head this new Global Commercial Area assuming the responsibilities of Chief Commercial Officer and will continue leading the Media Area.

Marc Saurina, current WorldSBK Executive Director Commercial Marketing, will assume new responsibilities as Global Commercial Partnerships Senior Director and Ferran Juncar remains as Global Sponsorship Senior Director.

Carmelo Ezpeleta, Dorna CEO, commented, “the restructuring of Dorna involves the creation of this new unique Commercial Area that will encompass Media and Sponsorship and seeks the primary objective of undertaking the new future challenges facing both the company and the business that we have managed for 30 years.”

SPFL Agrees Five-Season Deal With BBC Scotland

The SPFL has agreed a five-season deal with BBC Scotland for the rights to screen the Premiership quarter-final and semi-final play-off ties.

The SPFL acquired these rights back from Sky Sports last summer. Sky Sports will retain the rights to both legs of the Premiership play-off final, which will take place on Thursday 20 and Monday 24 May this season.

The BBC’s additional rights will begin with live coverage of both legs of the Premiership play-off semi-final, between Dunfermline Athletic or Raith Rovers, and Dundee, on Wednesday 12 and Saturday 15 May 2021.

SPFL Chief Executive Neil Doncaster said: “The SPFL play-offs have added plenty of drama and excitement since they were introduced at the start of the 2013/14 season. It is fantastic news for Scottish Football that the BBC has acquired these rights for the next five years with this long-term deal.

“This season’s live Friday evening matches on BBC Scotland have brought an exceptional level and quality of coverage to a dramatic and eventful Championship season. The BBC’s commitment to Scottish football is further evidence of the game’s enduring popularity and appeal in this country.

“We very much look forward to continuing our partnership with the team at the BBC to put the spotlight on everything that makes Scottish football great.”

BBC Scotland’s Head of Multiplatform Commissioning, Louise Thornton, said: “Our Friday night Championship coverage on the BBC Scotland channel has become a firm favourite with fans, particularly as we’ve been able to show games from all parts of the country.

“Covering these play-off matches for the next five years now will help bring the season to an exciting conclusion for fans throughout Scotland.”

Real Madrid C.F. Appoints KIN Partners As Commercial Sales Partner

KIN Partners, one of the leading independent sport and entertainment companies globally, has been appointed by Real Madrid C. F. as a commercial sales partner.

The arrangement sees KIN support the reigning Spanish Champions as its lead agency on selected partnership opportunities. 

The full-service agency will represent the 13-time European champions by leading their search on selected upcoming partnership projects. 

Real Madrid C. F.’s current commercial roster is among the most profitable in club football, representative of the stature of an institution that has been independently named the most valuable and strongest brand in the global game in each of the past two years**. 

Commenting on the collaboration, Partner and Head of Sport at KIN Partners, Onur Yegenoglu, said: “Real Madrid C. F. is the most recognisable and successful club in world football offering some of the most valuable partnership opportunities that exists across all sports globally. The club is the biggest football brand worldwide across all key measures and it is an honour for KIN Partners to be representing this legendary institution.”

Alex Wicks, Real Madrid C. F. Global Head of Partnerships, stated: “Real Madrid C. F. aspires to work with the very best individuals and organisations in its constant search for excellence, both on and off the pitch. With hundreds of millions of fans worldwide, including a young and diverse supporter base, we deliver an exclusive brand marketing platform. KIN Partners’ proven track-record of working with the biggest global names and brands in sport will help us further realise our top potential.”

“Real Madrid C. F.’s sustained success, both on and off the pitch, is what makes the club the most valuable brand in football. The global opportunity Los Blancos present to partners is unrivalled in the world of sport and entertainment”, added KIN Partners Founder and CEO, Simon Oliveira.

The Football Association Launches England Football As New Name And Visual Identity

The Football Association [The FA] has announced the launch of England Football as the new name and visual identity to represent, unite and promote football participation in England.

England Football aims to create more chances for people to play, coach and support football and better connect the grassroots game with England’s National Teams. The new visual identity goes live today across a range of new digital products and services that underpin the development; these include:

  • EnglandFootball.com – the new digital home of English football for players, fans, coaches and volunteers. A one-stop online hub across all levels of the game providing comprehensive information and access to FA participation and grassroots programmes, plus the latest learning resources and the administrative tools that make managing the grassroots game more efficient. England Football also becomes the number one destination to follow all England National Teams.
  • Find Football – a brand new digital tool from England Football helping players and parents find participation opportunities, at all levels and age groups, across the country. Players can now book their place on a number of popular England Football programmes – including Snickers Just Play, Weetabix Wildcats and Age UK Walking Football – directly via the Find Football tab on EnglandFootball.com.
  • My England Football – A new, free rewards programme to recognise the passion of England fans, grassroots players and volunteers accessible via EnglandFootball.com. My England Football offers money-can’t-buy rewards, including the opportunity to play on the Wembley pitch, meet England players and watch them train, priority tickets, mascot places and behind-the-scenes match day access. Plus, a host of FA and partner discounts and offers.

These transformational digital services will all carry the distinctive England Football identity, characterised by a new crest giving England’s Three Lions a fresh purpose that symbolises inclusivity at all levels of football. A cub, lion and lioness unite to form the iconic England crest with no boundaries – representing everyone at every level of football across the country.

The England Football brand will be integrated across popular grassroots programmes – including McDonald’s SuperKicks, Snickers Just Play, and Weetabix Wildcats – as well as FA products like The Bootroom and BT Playmaker, plus club and league administrative tools such as Full-Time.

In addition to England Football’s new digital offering, The FA Charter Standard Programme is evolving to become England Football Accreditation and will serve as the gold standard for clubs and leagues that positively improves people’s football experience in England. England Football will be fully supported by the County Football Associations across the country as they continue to play a pivotal role in communicating, supporting and delivering England Football programmes at a local level. 

To support the launch of England Football, a film has been released capturing the essence of football in England, from the grassroots game to England’s elite. Produced by fan-first football media company, COPA90, the content depicts the diversity and inclusivity of football the length and breadth of the country, while showcasing its significance and centrality to local communities.

England internationals including Azeem Amir, Demi Stokes, Harry Kane, Lucy Bronze and Marcus Rashford feature in the film, alongside portraits of grassroots heroes nationwide to demonstrate the true diversity and fabric of football in England.

Mark Bullingham, Chief Executive of The FA, said: “This is a significant change as we unite all our grassroots initiatives and programmes under one banner. England Football will harness the unique ability of the England teams to inspire future generations and positively impact participation at all levels of the game. Kids want to be the next Steph Houghton, Harry Kane, Nikita Parris or Raheem Sterling.

“As well as inspiring future generations, England Football’s digital tools will help us to create more opportunities to play, coach and support the game, nationwide. We want football to be For All and to play a major role in getting the country active following the impact of COVID 19 – England Football will help achieve that.”

England Football complements the role of The FA as the not-for-profit governing body of football in England. The FA continues to oversee all England international teams, across men’s, women’s, youth and disability football, as well as running FA Competitions, including the Emirates FA Cup and Vitality Women’s FA Cup, and the world-class facilities of Wembley Stadium, connected by EE, and St. George’s Park, all with a purpose to unite the game and inspire the nation.

McLaren Racing Adds SunGod To Its Sponsors List

McLaren Racing has announced a new licensing partnership with performance eyewear brand SunGod, which will see SunGod become the Official McLaren F1 Fan Eyewear licensee from the 2021 Formula 1 season. 

In celebration of the partnership, SunGod will be releasing a limited-edition McLaren Racing model of their Renegades and Sierras sunglasses for the 2021 season. Later this summer, SunGod will also be launching eyewear ranges with McLaren F1 drivers, Lando Norris and Daniel Ricciardo.

The partnership represents a unification of the two British brands in their three core values of innovation, community and sustainability. Since the start, the pioneering approach by SunGod to make better and more sustainable eyewear has revolutionised the industry with their social and environmental performance set at the highest standard. Building products that last and are designed to enhance adventures is at the heart of the SunGod mission and is a key focus of the partnership with McLaren. 

The new variations of the Sierras and Renegades released as part of the launch will be available with Fire, and Smoke lenses. Each will utilise their premium, 8KO lens technology – a new, higher grade nylon-based lens material, resulting in a lighter lens and a higher level of optical precision compared to the industry standard polycarbonate.

Mark Waller, Chief Commercial Officer, McLaren Racing said: “SunGod are setting a new standard in the eyewear industry with sustainability at the heart of everything they do. SunGod’s alignment with McLaren comes in their identical passion for performance, innovation and sustainability, and therefore we are delighted to welcome SunGod as a partner of the McLaren Formula 1 team from the 2021 Formula 1 season.”


Ali Watkiss, CEO and Founder of SunGod, said: “We’re incredibly proud to be joining McLaren Racing for the 2021 season as an official partner. Balancing an unrivalled focus on performance with innovative ideas about how to make our future more sustainable, our brand ethos’ – and that of our communities – align perfectly. As a British company, we’re hugely excited to see superstars like Lando Norris and Daniel Ricciardo wearing SunGod sunglasses and wish them the best of luck in the coming season.”

Wasps Group Agree Landmark Stadium Naming Rights Deal With Coventry Building Society

Coventry’s Ricoh Arena will be known as the Coventry Building Society Arena for the next ten years from this summer, after Coventry Building Society agreed a long-term deal with the venue owners Wasps Group.

The sponsorship by the UK’s second largest building society, one of the country’s top ten best employers, underlines the organisation’s commitment to Coventry and the wider region, and its desire to put the Coventry name firmly on the national map. 

As part of the first change of name to the venue since it opened in 2005, the Coventry Building Society brand will be prominent inside and outside the venue, and the agreement will see the two organisations working together to develop and deliver programmes for the benefit of the wider local community. 

The Coventry-based venue is the home of Wasps Rugby and Wasps Netball – and the major sponsorship agreement comes as the venue prepares to welcome back Coventry City Football Club in August, before hosting a Rugby League World Cup clash in October, as well as being part of Coventry UK City of Culture and next year’s Commonwealth Games.

Stephen Vaughan, Wasps Group Chief Executive, said completing such a major deal underlined the appeal and ambition of the venue.

He said: “We are thrilled to be joining forces with Coventry Building Society as we embark on an exciting period for the venue.

“The summer will see the return of Wasps and Coventry City supporters, along with the reopening of our conference centre and hotel. The Coventry Building Society Arena will also host events for the UK City of Culture celebrations and the Rugby League World Cup, as well as start preparations for concerts and the Commonwealth Games in 2022.

“This is far more than simply a naming rights deal – it will see Coventry Building Society working in partnership with us to put the stadium and its fantastic facilities at the heart of the community.  

“Coventry Building Society, like our venue, has strong local roots and a national reach, and we are looking forward to supporting each other over the coming years. 

“On behalf of the venue I’d also like to place on record my sincere thanks to Ricoh, who have been a brilliant sponsor and partner over the years, and we look forward to continue working with them in the future.”

Steve Hughes, CEO of Coventry Building Society, added: “This is a fantastic partnership for us, for Wasps and for the city of Coventry. Two of the biggest brands in the area joining forces shows our commitment to the city and it comes at an exciting time when UK City of Culture and the Commonwealth Games brings Coventry into the international spotlight. 

“The Coventry Building Society Arena puts our name on the map and will raise our profile across the UK. We already have more than two million members, but this is a statement of intent that shows we want to grow further and help many more people achieve their financial aspirations.  

“Coventry Building Society and Wasps already work to support local communities in Coventry and Warwickshire. By joining forces, we plan to make the Coventry Building Society Arena a focal point for the community, bringing together people and organisations across the city to make a positive difference to everyone who lives here.”