Archery And Muaythai Included In The European Games

The European Games Kraków-Małopolska 2023 will showcase the continent’s top athletes in a range of Olympic and non-Olympic sports, including archery and muaythai, the latest additions to the programme of the third edition of Europe’s leading multisport event.

Archery will be making its third straight appearance at the European Games, while muaythai, also known as Thai Boxing, will make its European Games debut in 2023.

“The European Games give our continent’s elite athletes in popular non-Olympic sports the chance to compete at the highest level and showcase their exceptional talents to a wider audience, said Acting President of the European Olympic Committees (EOC) Niels Nygaard. We are excited to offer a strong mix of both with the inclusion of archery and muaythai on the 2023 programme today.”

World Archery Europe (WAE) President Mario Scarzella said he appreciated the confidence the EOC has placed in archery, in particular through the introduction of mixed-team Olympic qualification and Compound archers at the 2019 European Games in Minsk.

“As President of World Archery Europe and on behalf of the entire European archery family, I can assert that we have welcomed with great pride and satisfaction the confirmation that our sport will be part also of the 3rd edition of the European Games in 2023,” Scarzella said. “I am very much looking forward to seeing the best European archers competing in the 2023 Kraków-Małopolska European Games.”

Muaythai, a martial art whose origins date back over 1,000 years, is one of the fastest growing combat sports in the world in terms of athletes and spectators. The competition format for muaythai at the European Games has been designed with full gender parity in mind, and as such will feature seven male and seven female divisions plus two mixed-gender team events.

Dr. Sakchye Tapsuwan, President of the International Federation of Muaythai Associations (IFMA), expressed his gratitude to the EOC and Poland for placing their trust in the IFMA. He added that muaythai’s inclusion at the European Games would be a boon for the sport’s growing presence in Europe. “Muaythai is the national sport in Thailand, and Asia has been leading the sport over the past decades,” said Tapsuwan. “Europe has grown in strength, evidenced at the last two World Championships, where the overall winners were teams from Europe.”

EOC Secretary General Raffaele Pagnozzi said: “We are quickly putting together the strongest and most eagerly anticipated sports programme in European Games history, one that sports fans in Europe and around the world will be keen to follow.”

Manchester United Agrees Distribution Partnership With StarTimes For MUTV In Africa

Millions of Manchester United fans in Africa will gain access to MUTV under an agreement with StarTimes, the continent’s leading digital TV operator.

StarTimes will distribute MUTV to subscribers in over 30 countries across sub-Saharan African, representing the biggest agreement of its kind by Manchester United in the region.

Viewers in countries including Nigeria, South Africa, Kenya and Ghana will receive exclusive Manchester United content 24 hours-a-day via StarTimes platforms.

MUTV is the world’s leading football club TV channel, featuring first team and Academy games, live manager’s press conferences, player interviews, award-winning documentaries and news.

StarTimes has 13 million subscribers through its DVB digital TV service and 20 million users of its OTT streaming service, widening access to top-quality digital entertainment throughout sub-Saharan Africa.

Phil Lynch, Chief Executive of Media, Manchester United, said: “We are proud to have hundreds of millions of passionate fans in Africa and this long-term agreement will allow them to get closer to the club through MUTV’s exclusive, round-the-clock content from Old Trafford and the AON Training Complex.

“MUTV is one of our most important channels for engaging with fans around the world, whether through linear or direct-to-consumer streaming platforms, and we are excited to be significantly increasing its reach through our new partner, StarTimes, in Africa.”

Kristen Miao, Sports Deputy Director, StarTimes, said: “Manchester United is one of the most iconic football clubs in the world. We are delighted to share MUTV with football fans across Africa as part as our commitment to enhancing our subscribers’ experience.”

Arsenal FC Signs Therabody As Official Tech Wellness Partner

Arsenal Football Club has selected Therabody, a global innovator and creator of tech wellness, as their official tech wellness and recovery partner, bringing together their shared passion for high performance, state-of-the-art technology, and wellness solutions.

Therabody’s devices – including the Theragun PRO and RecoveryPump – will be used across Arsenal Football Clubs’ London Colney Training Centre and Hale End Academy sites to support its men’s, women’s, and academy teams, and to aid player recovery. Therabody will also provide players, coaches, and medical staff with best-in-class research through its educational division, Therabody University, to optimise recovery, support performance, and promote holistic wellness.

“Providing our players with the best tools to perform at the highest level is our ultimate aim, so we are delighted to partner with Therabody, an industry-leader in this space,” commented Shad Forsythe, Arsenal Football Club’s Head of High Performance.

“Therabody’s state-of-the-art products have an unrivalled reputation and will play a key role in enabling our players to continually reach and maintain peak levels of performance. Together we will also explore new ways to support and enhance the overall wellbeing of our players, which continues to be a key priority for us.”

“We’re honored to be in partnership with London’s premier football club, Arsenal, and supporting the club’s mission in providing best-in-class care for its elite players and academy,” explained Dr. Jason Wersland, Therabody’s Founder and Chief Wellness Officer.

“The club is committed to supporting the overall health and wellness of its players and fans – both on and off the pitch – and we’re looking forward to developing these programs and protocols.”

ICC Partners IMG For Global Livestreaming Of Three World Cups

The International Cricket Council has announced first time ever 541 pathway event matches across three ICC World Cups will be live-streamed globally in partnership with IMG, ensuring more cricket from more nations than ever before is accessible to fans around the world.

The live streaming deal, which is up until April 2023, will enable fans to watch all qualifying matches to three ICC World Cups: the Men’s Cricket World Cup 2023, the Women’s T20 World Cup 2023 and the Men’s T20 World Cup 2022. Of the 541 matches that will be broadcast, 145 are women’s matches and 80 Associate Members will see fixtures from 41 qualifier events being produced and distributed, with more than 50 of those Members enjoying global coverage at an ICC event for the first time ever.

The coverage will capture several firsts for fans to enjoy including Hungary, Romania and Serbia competing for the first time ever in Men’s T20 World Cup qualification and Finland playing host to an ICC event for the very first time. In the Women’s T20 World Cup 2023 pathway, eight teams: Bhutan, Botswana, Cameroon, France, Malawi, Myanmar, Philippines, and Turkey will be making their debuts in international ICC Women’s events.

The partnership will also deliver vital content for ICC digital channels providing the opportunity to deepen engagement with existing fans and attract new fans from around the world.

ICC Chief Executive, Manu Sawhney said: “We are delighted to be partnering with IMG to deliver more cricket to more fans than ever before. This is a significant step forward for our sport and increases the size of our platform globally, which supports our long-term ambitions for greater sustainability for all of our Members.

“Associate Members have long identified that broadcasting international cricket would provide a significant opportunity for growth and raise the profile of our sport in non-traditional heartlands and we are excited by the potential of this partnership.

“The deal which provides broadcast coverage for 541 pathway event matches across three ICC World Cups will display the growth of high-quality Associate Member national teams showcasing fiercely competitive and entertaining cricket in new markets.

“Throughout the process we received substantial interest in acquiring the rights, but our preferred supplier was IMG due to their extensive experience in this field and they will provide us with the best opportunity for global viewership.”

Adam Kelly, Co President, Media and Events, IMG, said: “The pathway matches are an important part of the future growth of international cricket and we are delighted to have been chosen by the ICC to ensure they are streamed live around the world.

“This key relationship will ensure both the men’s and women’s games receive much wider awareness across several different broadcast platforms. We look forward to working with the ICC and its members on showcasing the game as broadly as possible.”

ELEVEN Portugal Secures LIVE Rights For Formula E

ELEVEN Portugal has secured the LIVE rights to Formula E for the next three seasons.

Coverage gets underway from the Diriyah circuit in Saudi Arabia on Friday, for the 2021 campaign’s opening race.

Motorsports fans will be able to follow the fortunes of Portuguese driver and current Formula E champion António Félix da Costa as he fights to defend his title.

ELEVEN, who are sharing the rights to Formula E with Eurosport in Portugal, will complement their race coverage with in-depth analysis and opinion from a dedicated Formula E punditry team. Races will be available to fans across ELEVEN’s linear and OTT platforms.

Jorge Pavão de Sousa, ELEVEN Portugal Managing Director, said: “Formula E is one of the fastest growing sports in the world and in Portugal the championship is building a dedicated following of fans. With António Félix da Costa racing to defend his title this season, I think we will only see Formula E continue to grow in the weeks ahead.

“Formula E is an innovative and forward-looking championship and a great addition to our motorsports offering at ELEVEN Portugal.”

Aston Martin Cognizant Strikes Multi-Year Partnership With Peroni Libera

Peroni Libera 0.0%, the Super Premium alcohol-free beer brand has signed a long-term, multi-year partnership with the Aston Martin Cognizant Formula One Team.


The new partnership celebrates the global launch of Peroni Libera 0.0% as a stylish and aspirational alcohol-free beer choice and comes as the Aston Martin Cognizant Formula One™️ team prepares to make its highly anticipated return to Formula One™️ after more than 60 years.


Peroni Libera 0.0% will take centre stage of the partnership, bringing the alcohol-free product to a passionate global audience. Peroni Libera 0.0% will be served at prestigious events across the global Formula One™️ calendar including in the Aston Martin Cognizant Formula One™️ Team motorhome at most Grands Prix and across a number of stylish city centre activations aimed at engaging new and current consumers.


The partnership plays a key role in the ambitions of the Peroni brand’s parent company, Asahi Europe & International, to have 20% share of their portfolio dedicated to non-alcoholic products by 2030. Peroni Libera 0.0% is crafted with Italian passion and flair, to deliver a crisp and refreshing beer with 0.0% alcohol content. Its superior taste is delivered through a unique recipe with signature Italian Nostrano dell’Isola Maize, produced and bottled in Italy.


The Peroni Libera 0.0% logo will take pride of place on the Aston Martin Cognizant Formula One™️ Team’s 2021 challenger car livery and team kits during the season, which is set to be revealed to the world on Wednesday 3 March 2021. The partnership is in line with Asahi Europe & International’s responsible drinking ambitions and is perfectly positioned to support the increased consumer demand for non-alcoholic beverages.

Peroni Libera 0.0% invites consumers to feel free to live every moment. Safely, and in style. Inspiring them to drink less, better by providing an aspirational choice which suits their lifestyle.


The brand will also partner with Aston Martin Cognizant Formula One™️ team to create a content campaign during the season aimed at opening the doors on both the team and the sport, engaging Formula One™️ fans and lifestyle audiences, and bringing them closer than ever before to the most elevated moments in Formula One.

The first film, released today, features Aston Martin Cognizant Formula One™️ Team drivers Sebastian Vettel and Lance Stroll revealing their inner passion and flair and what inspiresthe two driversto excel at the pinnacle of motorsport.

Lawrence Stroll, Aston Martin Cognizant Formula One™️ Team Chairman said: “We are thrilled to welcome Peroni Libera 0.0% to the Aston Martin Cognizant Formula One™️ family, and we are delighted that two such great brands will be in partnership from the very start of Aston Martin’s historic return as a team entrant to the top tier of global motor racing after an absence of 61 years.

This partnership is another boost to the team ahead of the new season and is an opportunity to bring together two iconic brands on a unique journey in Formula One™️. We look forward to immersing Peroni Libera 0.0% into the team and achieving the brand’s global growth ambitions through the platform of Formula One™️.”

Richard Ingram, Global Brands Director at Asahi Europe & International said: “This is a landmark moment for Peroni Libera 0.0% and an opportunity to take our alcohol-free beer brand Peroni Libera 0.0% to consumers through the platform of Formula One™️. By partnering with the Aston Martin Cognizant Formula One™️ team we believe we are creating an alliance of two iconic brands with fantastic synergies around style, heritage and passion.

As health and wellbeing continues to drive innovation in the beer category, this partnership will widen the awareness of Peroni Libera 0.0% to ensure it remains the number one choice for those seeking an aspirational non-alcoholic option as part of their balanced lifestyle. We look forward to telling that story to the world throughout the 2021 Formula One™️ season and for many years to come.”

McLaren Racing Bolsters Commercial Team With Senior Hires

McLaren Racing announced a comprehensive plan to evolve its commercial leadership over the course of 2021, with two senior marketing appointments as the team broadens its commercial proposition and intensifies its focus on brand and fan growth.

Claire Cronin will join the team, initially as Executive Director, Marketing, while Lindsey Eckhouse will join as Director of Licensing, ecommerce & esports.

The appointments of Claire and Lindsey reflect the continued acceleration of the McLaren Racing marketing and commercial agenda, with both bringing diverse experience and perspective to the team’s drive to expand its brand, engage more fans and build greater value for the franchise.

Claire and Lindsey will join McLaren in April and report to Mark Waller, Chief Commercial Officer of McLaren Racing, as members of the marketing leadership team.

At the end of 2021, Mark will complete his term as Chief Commercial Officer to return to his home in the USA, with Claire Cronin then assuming the role, reporting to Zak Brown, CEO of McLaren Racing.

Claire was most recently Chief Marketing Officer at Virgin Atlantic, having previously held similar leadership positions with Virgin Holidays and NetJets. Claire is a renowned marketing leader with a track record for creating and developing inspiring global brands that deliver differentiated customer experiences, and building strong teams underpinned with a positive performance culture.

Lindsey Eckhouse will join McLaren from G2 esports, where she is Commercial Director and previously was Director of Partnerships at NFL International, following time spent with IMG Sports & Entertainment. Lindsey has built a successful career in the international sports business, with strong experience in creating lasting commercial partnerships with outstanding leadership brands.

Zak Brown, CEO, McLaren Racing said: “We are excited to welcome these powerful additions in Claire and Lindsey to our marketing and commercial leadership team. As we continue to grow McLaren Racing, these appointments reflect the positive momentum we are building both on and off the track. Mark has been instrumental in driving McLaren Racing’s marketing and commercial agenda and I am grateful to him for his leadership and executive counsel.

“Additionally, I’m pleased we are able to plan and execute a smooth transition of responsibilities that will ensure we continue to build on the positive momentum Mark has created since joining the team in early 2019.”

Mark Waller, Chief Commercial Officer, McLaren Racing said: “Both Claire and Lindsey are leaders in their respective fields, and I am delighted they are joining McLaren Racing. I have worked extensively with both leaders in the past, and they will bring valuable experience and perspectives to add to our already strong team. Claire will be a fantastic addition to Zak’s leadership team, and I am thrilled to have helped build the business and create a clear succession plan before returning to my family in the USA.”

Claire Cronin, Executive Marketing Director, McLaren Racing said: “McLaren Racing is an iconic, multi-dimensional brand that presents a fantastic challenge for a commercial marketing leader. The team is at an exciting point on its journey, so I can’t wait to join and get started. I’m delighted to be joining a team known for pushing boundaries to deliver exciting and impactful experiences for fans and partners. I look forward to leading them to continue building our brand and commercial proposition to drive growth and value for McLaren Racing.”

Lindsey Eckhouse, Director of Licensing, ecommerce & esports, McLaren Racing said: “Joining McLaren Racing to help shape, lead and deliver an ambitious licensing, ecommerce and esports programme was a compelling opportunity. I’m excited to build on an already established platform and endeavour to level up the offering. The potential is tremendous, with McLaren being the first F1 team in esports coupled with the power of the brand itself.”

Extreme E Strikes Broadcast Partnership With Sky Germany

Extreme E, the all-electric off-road racing series, has confirmed Sky Germany will broadcast the championship’s X Prixs, highlights and magazine shows in Germany, Austria and Switzerland in both German and English.

Sky is one of the biggest providers of top live sports action in Germany, famous for broadcasting Bundesliga matches live for the last 30 years and in 2020, signing an exclusive deal to air all Formula One races.

Ali Russell, Chief Marketing Officer at Extreme E, said: “Germany is a key market for us and I’m delighted Sky Germany has joined our 40-strong list of broadcasters.

“Not only is Sky Germany home to top quality sports, just like Extreme E, it has a strong environmental focus with Sky’s international sustainability programmes Sky Zero and Sky Ocean Rescue highlighting its carbon neutral and plastic reduction ambitions. We are delighted the channel will air our exciting racing concept, but also our wider storytelling around electrification and the environment.”

Extreme E will visit five remote locations that each highlight a different environmental issue including – desertification, rising sea levels, glacier retreat, deforestation and ice melt – and the series hopes to raise awareness of the climate emergency by mixing sport with purpose. The power of sport to share important messages is huge, with 24 of the 25 most watched TV broadcasts ever being about sport.

Charly Classen, Executive Vice President Sport at Sky Deutschland, said: “Extreme E is a spectacular new racing series and a great addition to our motorsports lineup on Sky Sport F1. Extreme E also strengthens our already rich on-demand motorsport offering. Not least because of our sustainability initiatives Sky Zero and Sky Ocean Rescue, the race series fits very well into our programme.”

Tech Mahindra Launches Global Chess League

Tech Mahindra Ltd. has signed Viswanathan Anand, five-time World chess champion, as the mentor for the phygital (physical and digital) Global Chess League.

The league will have eight franchise owned teams from across the world.

The teams will comprise a mix of titled women and men players along with juniors and wildcard entrants playing each other in a round robin format.

The teams qualifying for the semifinals will enter the knockout stage of the championship.

Viswanathan Anand said: “Chess is a game that is played by millions around the world.

“At this time, a unique opportunity exists to popularise it further and dramatically enhance its visibility through a global league powered by technology.

“I am personally happy to partner with a technology provider like Tech Mahindra, whose endorsement and promotion will certainly elevate the sport to a higher level and offer the right platform to popularize chess across the globe.”

CP Gurnani, MD & CEO, Tech Mahindra, said, “Chess has many synergies with the business world, with its emphasis on intellect, strategy and mental rigor. By leveraging Tech Mahindra’s expertise in new age technologies like 5G and Virtual Reality to drive fan engagement and viewership globally, we can truly transform chess into an e-sport. Furthermore, this global chess league will help us create an exceptional and inspirational experience by bringing the game home to global fans.”

As part of its NXT.NOW framework, which aims to enhance ‘Human Centric Experience’, Tech Mahindra has a deep focus on leveraging cutting-edge technologies to deliver enhanced experience and enable digital transformation to meet the evolving needs of the customer.

The Portland Timbers And Thorns Agrees Strategic Partnership With TikTok

The Portland Timbers and Portland Thorns FC announced their multi-year strategic partnership with TikTok, short-form video platform.

Notably, TikTok will feature as the official jersey sleeve partner for the Timbers and Thorns FC in 2021.

The TikTok brand will appear on the right sleeve of the Timbers and Thorns FC kits worn in-game and on authentic jerseys and other retail merchandise. Fans can purchase Thorns FC jerseys with the TikTok patch at ptfcauthentics.com and Timbers jerseys at shop.timbers.com. TikTok will also be prominently featured in numerous club areas and on virtual signage and digital platforms for both teams. Notably, the TikTok brand will be on the front of Timber Joey’s jersey worn on game days and at community events.


“TikTok is one of the world’s leading content and entertainment platforms and we are thrilled to be partnering with such a dynamic global brand,” said Mike Golub, Timbers and Thorns FC president of business.

“The partnership is groundbreaking to have equal TikTok representation on both Timbers and Thorns jersey sleeves, and it will give us a unique ability to create and distribute content in collaboration with TikTok. We are very proud that TikTok chose our clubs as two of their first team sponsorship deals in the US.”

Each team has launched an official account and will collaborate with TikTok to produce weekly content, including highlights, behind-the-scenes, in-match, mascots, player and fan reactions. Multiple Timbers and Thorns FC players will be club ambassadors and influencers as TikTok content creators, including Thorns FC midfielder Crystal Dunn and Timbers midfielder Eryk Williamson.

“We are delighted to partner with two world-class soccer teams that are leaders in their communities both on and off the field. We strongly feel that gender equity in sports is crucial to changing perceptions and progressing for the better as a society,” said Harish Sarma, Director, Global Strategic Partnerships, Americas and Oceania, TikTok.

“The Portland Timbers and Thorns share this belief, and we are proud that our first soccer team partnership in the US places an equal emphasis on female athletes.”