AFC Hands Over Commercial Rights To Dentsu For Japan

The Asian Football Confederation (AFC) has entered into a commercial agreement with sports media giants Dentsu Inc. to market the AFC’s commercial properties exclusively in Japan.

The agreement comprises the AFC’s major national team and club competitions, including Asia’s flagship national team competitions – the AFC Asian Qualifiers – Road to Qatar, the AFC Asian Cup China 2023, the AFC Women’s Asian Cup India 2022 and the Continent’s premier club competition – the AFC Champions League.

The new deal continues the long and successful relationship between the AFC and Dentsu Inc., who have represented the AFC and managed its commercial rights exclusively in Japan over the last two decades.

Dato’ Windsor John, the AFC General Secretary, said: “The AFC is delighted to welcome Dentsu Inc. to the ever-growing family of commercial partners for the 2021-24 period, as our exclusive commercial agency in Japan.

“Japan are one of the most successful footballing nations in both the men’s and women’s game, not only in Asia, but also across the globe. This is a significant agreement that paves the way for millions of passionate fans in Japan to access and engage with the AFC’s world-class competitions.

“We are thankful to Dentsu Inc. for their continued investment in Asian football, and with their extensive background and long history in marketing football in Asia and Japan, we are confident that they will play a pivotal role in driving the interest and consumption of Asia’s finest competitions amongst one of the most passionate fan bases across the Continent.”

Football Marketing Asia (FMA) remains the AFC’s exclusive agency for all commercial rights worldwide, excluding Japan and (in relation to the sale of media rights) the Middle East and North Africa (MENA) region.

IOC Partners Five IFs To Produce Olympic Virtual Series

The International Olympic Committee (IOC) will partner with five International Sports Federations (IFs) and game publishers to produce the Olympic Virtual Series (OVS), the first-ever, Olympic-licensed event for physical and non-physical virtual sports.

Taking place ahead of the Olympic Games Tokyo 2020, the OVS will begin on 13 May, continuing through to 23 June 2021. The Olympic Virtual Series will mobilise virtual sport, esports and gaming enthusiasts all around the world in order to reach new Olympic audiences, while also encouraging the development of physical and non-physical forms of sports in line with the recommendations of the IOC’s Olympic Agenda 2020+5.

IOC President Thomas Bach said: “The Olympic Virtual Series is a new, unique Olympic digital experience that aims to grow direct engagement with new audiences in the field of virtual sports. Its conception is in line with Olympic Agenda 2020+5 and the IOC’s Digital Strategy. It encourages sports participation and promotes the Olympic values, with a special focus on youth.”

David Lappartient, Chair of the IOC’s Esports and Gaming Liaison Group (ELG), and President of the Union Cycliste Internationale (UCI), said: “On behalf of the ELG, as well as the UCI, I am delighted to be involved in the launch of the first-ever Olympic Virtual Series. A number of IFs have well established virtual sports initiatives; and thanks to the cooperation between the IOC, the IFs and the publishers, the OVS is an exciting step forward for the virtual sports world and the Olympic Movement”.

The following International Federations and gaming publishers will be part of the Olympic Virtual Series:

– World Baseball Softball Confederation (WBSC) – eBaseball Powerful Pro Baseball 2020, Konami Digital Entertainment

– Union Cycliste Internationale (UCI) – Zwift, Zwift inc.

– World Rowing – Open format

– World Sailing – Virtual Regatta, Virtual Regatta SAS

– Fédération Internationale de l’Automobile (FIA) – Gran Turismo, Polyphony Digital

The OVS creates a stage to connect the physical sporting world with the virtual and simulation sports gaming community, providing an opportunity to engage with the Olympic Movement. Each IF will offer its corresponding event in a format that maximises online mass participation and prioritises inclusivity and participation through the OVS. The mass-participation Series allows participants around the world to compete from home or their training facilities in order to generate excitement in the build-up to the Olympic Games Tokyo 2020.

All five OVS events will differ in form and concept, and will operate via the sport’s respective publisher platform where participants will be able to take part. Fans will have the opportunity to engage and follow the events on the Olympic Channel. Additional information on how to participate, as well as prizes included with select events, will be announced soon. Information will also be available online at www.olympicchannel.com     

In line with Recommendation 9 of Olympic Agenda 2020+5, which states “Encourage the development of virtual sports and further engage with video gaming communities”, the launch of the first-ever OVS supports the IOC’s Digital Strategy and aims to leverage the growing popularity of virtual sport to promote the Olympic Movement, Olympic values and sports participation and grow direct relations with young people. It supports the IFs in further establishing virtual and simulated forms of sports as a discipline within their regulations and strategies. Building on the success of their respective events, both the Fédération Internationale de Football Association (FIFA) and the International Basketball Federation (FIBA), along with other International Federations such as the International Tennis Federation (ITF) and World Taekwondo (WT) have confirmed their excitement and commitment to exploring inclusion in future editions of the OVS.

NFL UK Signs Valspar As Official Colour Partner

Valspar will be bringing the colour to the NFL in the UK through a three-year partnership. The new deal sees the brand become the Official Colour Partner of the NFL in the UK & Ireland.

With the NFL’s London fixtures still to be announced, Valspar will be engaging the UK’s 15 million NFL fans throughout the 2021 season via an exciting new partnership platform called ‘Bring the Colour’. Activations will be designed to add to the fan experience and will span dynamic digital content, physical gameday activations, and unmissable competitions – including the chance to win a once in a lifetime trip for two to Super Bowl LVI at the SoFi Stadium in Los Angeles in February 2022.

Available at B&Q, Valspar’s state-of-the-art colour matching technology can scan, match, and mix any paint colour the eye can see; meaning NFL fans can take their fandom to new heights. Whether it’s their favourite team jersey, hat or even gameday ball, Valspar can match it – NFL fan caves will never look the same again.



NFL UK Commercial Director, Michelle Webb, said: “After a year during which we’ve all been searching for bright moments, this is terrific news for the NFL and our fans. Valspar, a company renowned for bringing vibrant colour to our lives, will now be doing the same with our great game. When you think about the NFL experience, you think about passionate fans, high energy and dynamic colour, which makes Valspar a perfect partner for our property.”NFL UK Commercial Director, Michelle Webb, said:

Valspar European Marketing Director, Jane Ryder, added: “Valspar paints are all about enabling people to ‘Colour with Confidence’ and partnering with the NFL is a truly authentic expression of this. The NFL is a sport like no other, that celebrates a collective expression of team pride, and ‘Bring the Colour’ will be no exception. We look forward to what the next three years has to hold and eagerly await the announcement of London’s future fixtures.”

Premier League To Launch ePremier League China In Partnership With Tencent

The Premier League, in partnership with Tencent Sports, Tencent Gaming and EA SPORTS, is launching ePremier League China this month, the first ePremier League event to be staged outside the United Kingdom. 

Some of the best Chinese gamers on EA SPORTS FIFA Online 4 will represent all 20 Premier League clubs alongside hand-picked content creators and influencers.

They will compete together in a group stage to determine who reaches the finals in May. The tournament will be streamed live by Tencent across China and kicks off on Wednesday 28 April.

Premier League Commercial Director Will Brass said: “The EA SPORTS FIFA Online 4 video game series is one of the key channels through which fans in Asia can engage with Premier League clubs and players.

“After three successful ePremier League seasons in the UK, it is exciting to now be able to take this overseas for the first time and particularly to China – a hotbed for gaming and football.

“We are looking forward to working closely with EA SPORTS and our broadcast partner Tencent Sports to showcase some of the world’s best gamers in action.

“I am sure it will prove popular with the loyal and passionate supporters of Premier League clubs in China.”

Matches will be played on EA SPORTS FIFA Online 4 (FO4) on PC, which has more than 10million registered players in China.

Each of the 20 Premier League clubs will be represented in the tournament by two local players – one high-ranking gamer on the FO4 leader board and one influencer.

This will include famous eSports commentator Guan Zeyuan and the well-known FIFA Online influencer Shen Rongjie.

The clubs will be divided into four groups of five teams, with the winners of each group advancing to a knockout stage. Group-stage matches will be played online, whereas knockout matches will be played offline at Wisdom Bay in Shanghai.

Group matches will take place between Wednesday 28 April and Saturday 8 May. The knockout phase will be held on Friday 14 May, with the Grand Final on Saturday 15 May. 

The ePremier League China tournament will further complement the Premier League’s digital offerings in the country, where it has more than eight million followers across its digital and social platforms. 

The tournament is being broadcast on Tencent Sports, Tencent Video and Tencent News. It will also be available on Huya, Douyu and Yizhibo.

97% Of Sport Fans To Attend Live Events Again, Says UK Sport

UK Sport has published the results of its Return To Major Sports Events survey, which found that an overwhelming 97% of sports fans will attend live events again.

More than 50,000 sports fans from across the UK responded to the survey with 97% stating that they felt comfortable returning to major sports events in the future and 75% of these happy to do so within the next four months in line with the Government roadmap for easing restrictions.

Sports fans also responded favourably at 99% to attending a sports event held outdoors or in an outdoor stadium while 88% suggested that they would also consider spectating in an indoor arena at this time.

The impact of major events on the spirit of the nation also scored highly with 97% of sports fans agreeing that they are good for morale with the buzz of live sporting action, supporting their favourite athlete or team and being at events with family/friends among the things missed most.

The Return To Major Sports Events survey was shared with over 30 different sports organisations in two phases – the first in summer 2020 and the most recent survey from 8-31 March 2021 – and aimed to capture sentiment from sports fans on the return of major sports events during the coronavirus pandemic. Other key findings from the survey were:

  • Over 70% of sports fans are excited to attend major sports events again. Positively, only 22% state they might feel anxious when attending.
  • A clear refund policy is the main driver for spectators feeling confident to purchase a ticket, closely followed by being able to avoid long queues and the availability of hand sanitiser.
  • Travelling to the event using public transports still raises concerns, with 60% of people saying it would possibly stop them from attending.
  • 58% of respondents hold the event organiser primarily responsible for maintaining a Covid-safe environment at a major event.
  • Overall, the health and safety measures expected in relation to the prevention of the virus spread are all rated as statistically important. 

Within the next four months, as technology, science and public understanding advances rapidly in relation to appropriate Covid mitigation methods, the message to event organisers is that safety measures are important to spectators. The measures that are most trusted and habitualised in wider society at the time of the event will likely be what fans will look for to feel more confident to attend.

Esther Britten, Acting Deputy Director of Major Events at UK Sport, said: “It is a really significant moment to be publishing the results of our Return to Major Sports Events survey today and I would like to thank each and every sports fan that gave up their time to take part and those organisations that supported us in getting such a strong response.

“UK Sport will continue to explore all options with Government on how to support the sector and bring spectators back into sporting venues safely and in line with the roadmap for easing restrictions. What is clear from the survey is that spectating at major events is about more than just watching sport; it brings people together, united under a shared purpose and part of something bigger than the individual.

“While the magic of being part of a crowd has not been possible for much of the past year, the results from this survey are positive for the future of the sports and events sector as they clearly show that fans are committed to return to events as they cautiously begin to reopen.”

RLWC2021 Adds New Era To Its Partnership Portfolio

Rugby League World Cup 2021 (RLWC2021) has announced partnership with global headwear giants New Era.

RLWC2021 and New Era will launch a collection of caps and sports knits with designs to celebrate the 21 nations and 32 teams that will be competing at the event to become champions of the world. The range – alongside all other RLWC2021 merchandise – will be available at the RLWC2021 Official Shop.

RLWC2021 joins some of the world’s most renowned sports and teams, including the NBA, NFL, MLB, England Rugby Union, McLaren F1 and Manchester United in its association and official partnership with New Era.

The partnership will celebrate New Era’s ‘Fit for Glory’ campaign which is rooted in sporting culture and fits with the tournament being the pinnacle of international Rugby League for players and fans alike.

To kick off the collaboration, caps in New Era’s iconic curved visor silhouette – the 9FORTY, have been created for all competing teams for the biggest and best ever Rugby League World Cup that will see the men’s, women’s and wheelchair tournaments run simultaneously for the first time at a major sporting event between October 23 and November 27, 2021.

Jonathan Neill, Commercial Director at RLWC2021, said: “New Era is a globally recognised brand that supports the ambitions of RLWC2021, including engaging both our core fan base and also extending the reach of the tournament to new fans via their products. Our partnership is another example of bringing a new brand into Rugby League, and we will collaborate to provide sales platforms to New Era including the 14 million people in the UK who follow Rugby League, 750,000 fans set to attend our matches, and every minute of every one of our 61 games live on the BBC in the UK.”

“New Era are proud to partner with Rugby League World Cup 2021, further enriching our legacy within both global and regional sport through a strong collaboration with RLWC2021 and unique product range. This gives us the chance to partner with this important sport and allow fans to represent their team allegiances through the unique headwear created for each team.” – says Laurence Joslin, Brand Director EMEA at New Era.

NFL Media Signs Multi-Year Carriage Agreement With Hulu

NFL Media and Hulu announced a new multi-year carriage agreement to bring NFL Network and NFL RedZone to Hulu’s live TV subscription streaming service, Hulu + Live TV, by August 1.

Continuing the momentum from last month’s long-term media distribution agreements secured by the National Football League, NFL Network and NFL RedZone will be available to Hulu + Live TV subscribers just in time for the 2021 NFL season.

“We are excited to bring NFL Network and NFL RedZone to Hulu + Live TV subscribers,” said Hans Schroeder, EVP and Chief Operating Officer of NFL Media. “One of our top priorities as a League remains broadening the distribution platforms for NFL content, and so we’re very pleased to bring our lineup of award-winning shows and live games to Hulu’s live subscribers starting in the 2021 NFL season.”

“With the addition of NFL Network and NFL RedZone to our channel lineup, Hulu + Live TV continues to be the ultimate destination for sports fans to watch thousands of hours of live sports programming,” said Reagan Feeney, SVP, Live TV Content Programming & Partnerships, Hulu. “Starting with the 2021 NFL season, our viewers will have a front row seat to exclusive live games, original shows and other NFL content year-round.”

The addition of NFL Network to Hulu + Live TV brings year-round NFL content to fans, including exclusive live games, popular studio shows such as Good Morning Football, NFL GameDay Morning, NFL Total Access and NFL Now, and award-winning original series such as A Football Life, NFL 360 and America’s Game.

With NFL RedZone, subscribers can tune-in to watch host Scott Hanson delivering every touchdown from every game to fans on Sunday afternoons during the NFL regular season.

The NFL continues to be the most valuable content in all of sports and entertainment. Over the last five years, 24 of the top 25 and 77 of the top 100 most-watched programs on television have been NFL games.

Terms of the agreement were not disclosed.

Ed Woodward To Step Down As Manchester United Executive Vice-Chairman

Manchester United has today announced that executive vice-chairman Ed Woodward will step down from his role at the end of 2021.Woodward joined United in 2005 and became executive vice-chairman in 2012.

Ed Woodward said: “I am extremely proud to have served United and it has been an honour to work for the world’s greatest football club for the past 16 years.

“The club is well positioned for the future and it will be difficult to walk away at the end of the year.

“I will treasure the memories from my time at Old Trafford, during a period when we won the Europa League, the FA Cup and the EFL Cup. I am proud of the regeneration of the club’s culture and our return to the Manchester United way of playing.

“We have invested more than £1bn in the squad during my time here and I am particularly delighted with the progress the players have made under the astute leadership of Ole Gunnar Solskjaer and his coaching team in the last two years.

“I am sure that with the changes we have made on-field and to the coaching and football staff in recent years this great club will soon be lifting silverware again. It deserves to. 

“I desperately wanted the club to win the Premier League during my tenure and I am certain the foundations are in place for us to win it back for our passionate fans.

“Our world-famous academy is flourishing again, with 34 players progressing into the first team since 2013, and it has been a pleasure to watch talents such as Marcus Rashford, Mason Greenwood and Axel Tuanzebe flourish in the first team environment. In the years to come the club’s production line of young talent will continue to push established first team players for their places. That competition bodes well for the future.

“We have also established Manchester United Women and their progress is further evidence of the demand for success at this great club.

“The last 16 months have brought so many unique challenges and the club’s work in the community and around the world during the Covid-19 pandemic has been heroic.

“The financial impact on football clubs has been severe, but United have been one of the most robust and resilient in the face of extraordinary financial pressures. 

“I would like to thank United’s passionate fans for their support during the good and bad times. I know this has been a challenging period in our history, but your support for the team has never, ever been in doubt.

“Finally, it has been a pleasure to work with so many magnificent, talented and hard-working people.”

Co-chairman Joel Glazer added: 

“Ed Woodward has served the club with great distinction. On behalf of everyone at United I would like to place on record our sincere thanks for his tireless work and dedication.

“His contribution to the club has been massive, and he will always be welcome at Old Trafford as a part of the Manchester United family.”

AFC Signs Fanseat As Media Partner In Ten Countries

The Asian Football Confederation (AFC) has announced FANSEAT (part of the Spring Media group) as their new media partner in France, Portugal, Norway, Denmark, Iceland, Luxembourg, Czech Republic, Slovakia, Hungary and Belgium for 2021 and 2022 to broadcast the AFC’s national team and club competitions including the AFC Asian Qualifiers – Road to Qatar Final Round and the AFC Champions League.

The newly established partnership with the AFC enables FANSEAT, a sports entertainment service optimised for consumption on digital devices, to enrich its football portfolio and to further engage its rapidly growing audience in the region.

Fans will be able to enjoy the AFC’s main national team and club competitions via the FANSEAT App and website www.fanseat.com. FANSEAT’s vision includes future collaborations with other broadcasters and platforms to further increase the exposure and viewership of the AFC’s Competitions in the territories.

Dato’ Windsor John, the AFC General Secretary, said: “The AFC is pleased to enter into this new partnership with FANSEAT which spans across multiple territories in Europe, where they share Asia’s love of the game. We are delighted that this partnership will bring the AFC’s most exciting competitions to millions of football fans in these territories.

“Once again, this deal demonstrates the value and ever-growing worldwide appeal of the AFC’s competitions and we thank FANSEAT for the confidence they have shown in the future of Asian football.”

Jean-Maël Gineste, Managing Director at FANSEAT added: “We are delighted to add such a prestigious football property to our portfolio of content within our Spring Media group and in some of our key territories. FANSEAT has high ambitions in developing the visibility of the AFC competitions using a wide array of media solutions whilst working closely with the AFC and the clubs to reach football fans.”

Patrick Murphy, Board Member and CEO at Football Marketing Asia (FMA) said: “We are excited to welcome FANSEAT to the fast-growing family of AFC media partners. The partnership marks another important milestone in our mission to further expand access to the finest of Asian football beyond the Continent.

“With its wide reach across multiple European territories and its innovative digital media services, FANSEAT will provide comprehensive coverage of the AFC’s national team and club competitions, and drive interest and consumption among the growing audience of fans of Asian football in Europe.”

SailGP To Be Broadcast In 175 Territories Globally This Season

With the highly anticipated SailGP Season opener less than a week away, the global championship has announced comprehensive broadcast coverage, with viewers in 175 territories globally able to watch the sports pinnacle league, which promises high-speeds, high-tech and high-drama in its second season.

Broadcasting of the event will feature the most immersive, multi-platform experience the sport has seen through its international broadcast feed with new innovative and data-driven enhancements to significantly expand on the exciting content. New features include improved LiveLine-Fx 3D boundaries and augmented graphics, explainers for those new to the sport and enhanced on-board audio and camera feeds.

Real-time data analysis and team comparisons will be provided through SailGP Insights powered by Oracle.  The broadcast will be coordinated through SailGP’s innovative and award-winning remote production hub in Ealing, London, providing a remote production solution that reduces SailGP’s carbon footprint, making a significant contribution towards SailGP being the first carbon positive sports and entertainment property and supporting the global league’s #RaceforfheFuture goal to accelerate the transition to clean energy.  

This season, fans will watch the ultimate line-up of the world’s best sailors including Sir Ben Ainslie (GBR), Tom Slingsby (AUS), Jimmy Spithill (USA), Peter Burling and Blair Tuke (NZL) and Nathan Outteridge (JPN). They will battle it out on equal boats for the ultimate bragging rights and the sport’s largest monetary prize of US$1 million. All the excitement and action will be brought to life with a new presenting line-up. Aly Vance, a former pentathlete and versatile sports broadcaster, joins as on-water reporter for Season 2, in the commentating booth is prominent US sports announcer Todd Harris along with World Champion sailor Steve Morrison, with data insights and analysis provided by America’s Cup sailor David ‘Freddie’ Carr.

Alongside the broadcast, is the award-winning SailGP App with live feeds, fully customizable camera angles, the ability to switch focus onto the teams’ fans want and all the data they could need at their fingertips. Fans can even switch-off spoilers for when SailGP heads to different time zones.

In an effort to present the thrilling action of Season 2 to an expanded global audience, SailGP has announced broadcast partners in key territories, including:

  • CBS and CBS Sports (US and Canada): Has extended its deal following the inaugural first season and will showcase live coverage in the US and Canada on CBS Sports Network with highlights on CBS so fans can follow Jimmy Spithill at the helm of the new-look US team for the first time
  • SKY Sports (UK and Ireland): SKY Sports will remain the home of SailGP in the United Kingdom and Ireland and will broadcast live event coverage, in addition to regular highlights programming, over the next two seasons
  • FOX Sports and Kayo App (Australia): Home to the reigning champions the broadcaster will continue to showcase live coverage in Australia. New for Season 2, the Kayo OTT streaming service and App, which boasts over 1 million subscribers, will show all races live throughout the season on the new free-to-air service ‘Kayo freebies’
  • Sky Sport (NZ): For fans in New Zealand, the racing has just got more exciting with the addition of two time America’s Cup champions Peter Burling and Blair Tuke to the league as co-CEO’s and stars of the newly formed New Zealand team. Alarms will be set early to watch the racing live on Sky Sport but with multiple replays throughout the day, Kiwi fans won’t miss a second of the action
  • TV2 (Denmark): With the Denmark SailGP Team presented by ROCKWOOL featuring renowned ocean racer Nicolai Sehested and former World Sailor of the Year Anne-Marie Rindom for Season 2 plus a home event in Aarhus on August 20-21, TV2 Sport will feature live coverage and highlights for the next two seasons
  • Canal+ Sport (France and other French-speaking territories) will continue to provide live and delayed coverage for fans to follow les bleus led by multiple World Champion Billy Besson
  • Sky Italia (Italy): With the first-ever Italy Sail Grand Prix Taranto on June 5-6 and the addition of legendary Italian sailor Francesco Bruni to the Japan SailGP team, Sky Italia will air the Italy Sail Grand Prix live and offer coverage throughout the season
  • RTVE + TV3 (Spain): With the youthful and highly talented Spanish team in the starting line-up, Spanish fans can follow the racing live on TV3 in Catalunya with Spanish language highlights on Teledeporte (RTVE)
  • Bermuda Broadcasting Channel (Bermuda): With the first ever Bermuda event kicking off the season, the island’s main channel will feature live coverage of the two-day showdown and the full season
  • ServusTV  (Germany, Switzerland and Austria): Coverage will be offered through the commercial free-to-air broadcaster in these major European markets.

Racing fans in Sub-Saharan Africa, the Caribbean and Southeast Asia regions are able to follow live racing on SuperSport, FLOW Sports and Fox Sports Asia respectively. Jiangsu Broadcast Corporation Sports Channel, Fuijan Media Group Sports Channel, Zhibo TV, Tencent, iQIYI will all have coverage available to fans across China. Coverage of SailGP will also be available through partners in Russia (MatchTV), Portugal (Sport TV), Malta (Go), Belgium (VOO Sport World), Sweden & Finland (Cmore Sport), Brazil (Band Sports), Central and South America (ESPN Latin America), Turkey (TRT) and Israel (Charlton).

SailGP will be available in-flight on Sport 24 and the broadcast will be streamed live on SailGP YouTube and Facebook pages where rights restrictions allow.  

SailGP CEO Sir Russell Coutts said: “The success of our broadcast partnerships relies upon the distribution of a premium product that appeals to a wide range of people so we have been working hard this past year to look at new ways that we can deliver our adrenaline-fueled championship around the globe and create a better and even more innovative viewing platform through technology and innovation.

We are delighted that SailGP will be broadcast in 175 territories globally this season – 30 more than last season – and with such a wide array of broadcast partnerships it truly highlights the appeal of SailGP and the eagerness to showcase these intense rivalries and cutting-edge boats to sailing fans and newcomers to the sport worldwide.”