FC Bayern Munich Names Therabody As Recovery Technology Partner

FC Bayern Munich and Therabody, formerly known as Theragun have announced a multi-year regional partnership.

The global leader in tech wellness will become the club’s official Recovery Technology partner in North America, China, Germany, Austria and Switzerland.

“Therabody is a leader in innovative wellness solutions and the ideal partner to promote the health and well-being of our players. We’re looking forward to this partnership, which we expect will bring a lot to our sporting set-up. It’s a top priority for us to keep finding ways to get a few more percentage points in terms of performance out of our players,” commented Jörg Wacker, FC Bayern’s Board Member for Internationalisation and Strategy.

Dr Jason Wersland, Therabody Founder and Chief Wellness Officer, said: “FC Bayern Munich has gained incredible respect and success in the world of professional football. We’re thrilled that this club has chosen us to not only optimise player performance, but also to integrate our industry-leading wellness, performance and recovery technologies and solutions throughout the FC Bayern Munich community.”

Therabody is the inventor of the first wearable percussive therapy device, Theragun, which is used to accelerate recovery, prevent injuries and improve overall athletic performance. Since its official launch in 2016, the company has evolved from Theragun into Therabody, an entire ecosystem of products, content and services rooted in science, research and innovation.

As part of the regional partnership, FC Bayern’s experts, coaches and athletes will integrate Therabody’s devices – including the Theragun PRO – into their training, recovery and injury prevention protocols. The devices are Bluetooth-enabled and seamlessly connected to the Therabody app so players can access efficient warm-up programmes as well as their individual activity logs. FC Bayern will also have access to Therabody University, Therabody’s educational division led by Dr Jason Wersland and his network of world-renowned health and wellness experts.

Topgolf Entertainment Signs Betting Partnership With BetMGM

BetMGM and Topgolf Entertainment Group signed new partnership centered around an integrated sports betting and entertainment experience.

The two companies will collaborate on marketing and promotional offers through the BetMGM platform at select Topgolf venues and within WGT by Topgolf, the leading online golf game which has been part of the Topgolf family since 2016.

“We look forward to introducing Topgolf guests to the immersive sports betting experience that only BetMGM can provide,” said BetMGM’s Chief Revenue Officer Matt Prevost. “Topgolf is known for offering unique and interactive entertainment options, which our loyal BetMGM users can now access through a variety of exclusive and customized packages.”

The partnership will allow Topgolf and BetMGM to engage with consumers on a large scale while reaching new audiences, both digitally and in-person.

JF Prata, Topgolf Media Chief Operating Officer, said, “We are thrilled to partner with BetMGM as we continue to energize and grow our entertainment communities. Topgolf has always been committed to providing new and exciting experiences to our guests, and this partnership delivers on that, while providing our longtime fans, as well as those less familiar with Topgolf, an introduction to a complementary experience with BetMGM.”

Ascot Appoints Felicity Bernard As Commercial Director

Felicity Barnard has been appointed to the role of Commercial Director at Ascot.

Reporting to the Chief Executive, Guy Henderson, Felicity will be responsible for devising and implementing the commercial strategy for in venue sales and marketing, partnerships, sponsorship, licencing, memberships and new income streams.

Ascot’s domestic and international broadcast, media and data rights are overseen by the Finance Director, Ian McGregor, whilst a review of how these areas should be developed is undertaken.

Felicity leaves Tie Break Tens after serving four years as CEO, where she launched the new short format of tennis around the world. Also during her 15 years in the sports industry to date, Felicity worked at Arsenal Football Club at both their London base and their Singapore office before joining West Ham United as the Commercial Director, to implement the Club’s move to the new Stadium in Queen Elizabeth Olympic Park.

Felicity Barnard said: “I am thrilled to be joining the team at Ascot at such an important time for the sport. Ascot’s position in racing is unparalleled and I am excited to help drive the commercial growth of such a historic and iconic institution.”

Guy Henderson added: “Felicity brings a wealth of commercial experience to the racecourse, having worked in the UK and internationally in two sports with a similar global reach to racing. Felicity will focus on our in venue commercial activities and we are all very much looking forward to welcoming her to the team.”

RCCO World eX Championship Signs Aurora Media Worldwide As Partner

Aurora Media Worldwide, one of the world’s leading broadcast media agencies, is the latest partner for the new RCCO World eX Championship, helping the esports racing series to reach the next level in broadcast production quality.

Specialising in the development and production of live, premium global sports events, Aurora Media Worldwide is based in Farringdon, London and is a fully integrated content agency that develops, produces and distributes original content and programming for international rights holders, broadcasters and brands. Aurora also shares the vision of sustainability and using entertainment to help the fight against the climate crisis. The international agency is no stranger to the world of motorsport with its projects in forward-thinking series like Formula E and Extreme E.

“We’re thrilled to be involved in the production of #RacingForThe Climate and the RCCO World eX Championship. These shows will combine quality esports racing competition with sustainability-led features, entertainment and fan interaction. That’s a great mix and one which appeals to us as a sports producer,” says James Hopkins, Director of Commercial Development at Aurora Media Worldwide. “We’re looking forward to helping RCCO E-Sport AG grow awareness of the fight against climate change with Aurora being an integrated partner in these initiatives.”

World eX presenter Nicki Shields is also very familiar with Aurora, thanks to her work with the agency in Formula E. It all adds up to a perfect package for World eX. “We are very pleased to have Aurora on board for World eX. I know how professional they are after having worked together with them in Formula E,” says Thomas Voigt, CEO and Founding Partner of RCCO E-Sport AG. “We want to create the most entertaining and technically advanced broadcast show in esports racing and Aurora will help us to achieve this.”

MG Sport Leverages edisn.ai Interactive Video For Japan GP 2020

MG Sport will re-deliver the video of the final match of the first prize money tournament “JAPAN GP 2020” in the soft tennis world using the
“interactive video AI platform that fans can can see, touch, and enjoy” as a result of their partnership with edisn.ai.

The latest system recognizes players on the court with AI. By clicking on your favorite player, you can see the profile, battle history, and even
the gear such as rackets and shoes used by the player .

In addition, the sponsor signboard in the venue is also recognized by AI.
If you click on it, you can find the sponsor information immediately without searching. This distribution will be sent as a demonstration experiment using the solution of overseas startup edisn.ai with the cooperation of Sakura Internet and MG Sports .

Ashok Karanth, Founder of edisn.ai said: “We are super excited to be venturing further into Japan and working with great partners like AAS Management, in association with Sakura Internet and Dentsu to popularize the sport of Soft Tennis by adding a layer of our patented AI technology”

LaLiga Unveils Experiential Space For Immersive Experiences

LaLiga has unveiled LaLiga Exhibition, an experiential space in which football fans can enjoy interactive and immersive experiences of LaLiga and the Clubs playing in the competition.

The exhibition will begin a global tour, beginning in Latin America in the second half of 2021.

Through LaLiga Exhibition, fans will have new opportunities to get closer to LaLiga clubs than ever before. Within the experience is a closed tour, where fans can book specific time slots to visit replicas of club dressing rooms, stand in the tunnel leading to the pitch, visit the club press room and take part in interactive games, among other digital attractions that are enabled by the latest technology.

On top of this, LaLiga Exhibition will include a free access area where visitors can take part in different sporting games and visit the hospitality area. The entire concept is designed to be highly-flexible so that it can be adapted to fit venues ranging from 150 to 1,500 square metres.

The business model behind LaLiga Exhibition is based on licensing the space in different regions around the world. LaLiga is already working with several investors to acquire the license globally.

Speaking at the project’s launch event, LaLiga’s Director of Business, Marketing and International Development Óscar Mayo said: “LaLiga Exhibition is a key project for us to continue increasing the visibility of LaLiga’s clubs and their international expansion in strategic markets. Thanks to the participation of top-level Spanish and Latin American partners in this first phase, we are convinced that LaLiga Exhibition will be a resounding success.”


The new project is expected to begin touring Latin America in the second half of 2021. It will begin in Mexico and later travel to Chile, Brazil, Colombia and Peru, before arriving in other coutries around the world.

The licensee partners in Latin America are Global Events Latinoamérica, a company comprised of a group of top-level Spanish and Latin American investors, including Andrés Navarro (Chile) and Ignacio Rivera (Spain), coordinated by the organisation’s Partner and CEO, Manuel Gago.

During the presentation, Gago assured that “LaLiga Exhibition will be a benchmark in the entertainment world, perfectly combining tangible emotions with virtual reality. Professional football in Spain has long ceased to be just a sport; it’s now much more than that. Its top management have understood this perfectly and the numbers speak for themselves. LaLiga is entertainment, a world-class spectacle combining passion and emotion, which is why at Global Events Latinoamérica we are convinced that this alliance will be a success.”

Andrés Navarro, CEO of Grupo Sonda, Banco Internacional and Viña Santa Rita among other family-owned businesses, added: “We are beginning a strategic and innovative project, a long-term commitment with LaLiga that is bolstered by the passion that is intrinsically part of the world of football, as well as a perfect showcase for brands and sponsors alike”.

Professional Triathletes Organisation Appoints Christophe Balestra As CTO

The Professional Triathletes Organisation has appointed Christophe Balestra as its Chief Technology Officer to lead the PTO’s technical operations.

Balestra’s focus will be the integration of the latest innovations in sports broadcast technologies to PTO broadcast platforms.

Balestra spent 10 years as Co-President of Naughty Dog, the premier award-winning game development studio that created the hugely popular franchises Uncharted and The Last of Us for Sony Entertainment Network. Under Balestra’s leadership, Naughty Dog pioneered both cutting-edge technology and evocative, character-driven narratives that has resulted in hundreds of industry and media awards and a passionate fan base of millions around the globe.

Charles Adamo, Executive Chairman of the PTO commented, “We are very fortunate to have Christophe join the team. Today’s sports broadcast market is very technology driven and fans consume live sports products in a myriad of different ways. Our mission is to bring to the sporting audience exciting and compelling broadcasts of the greatest athletes in the world.

We have already begun this journey with the PTO 2020 Championship at CHALLENGEDAYTONA®, which showcased a broadcast and strength of field never previously seen in the sport of triathlon. With the addition of Christophe to our team, we now have proven technology expertise from an industry known to be at the forefront of innovative narrative driven entertainment who will be able to accelerate our path as we put on display the inspirational performances of our PTO Professionals and showcase their talents to the world.”

Balestra, who himself is an accomplished and dedicated triathlete, stated, “Triathlon is a sport that is perfectly suited to the innovations in sporting broadcast technology. Triathlon is driven by immense amounts of data and has the personalities and sporting drama that when properly presented to an audience, makes for an engaging and thrilling experience.

Each Championship calibre race will have numerous storylines driven by professional personalities and the performance data which drives their tremendous competitive accomplishments. Whether it is Lucy Charles-Barclay setting another record in the swim, Lionel Sanders pushing new limits on the bike, or Gustav Iden pulling away from two-time Olympic gold medal winner Alistair Brownlee on the run, our goal is to implement and deliver the technological innovations now available so fans can be riveted by truly compelling broadcast products over numerous platforms.”

Angel City Football Club Names DoorDash As Front-Of-Kit Sponsor

DoorDash signed a multi-year partnership with Angel City Football Club (ACFC) that makes DoorDash the official front-of-kit sponsor and exclusive on-demand delivery platform partner for the team.



As part of the partnership, we will continue our commitment to empowering local communities by working with the team to address food insecurity in Los Angeles. To bring this commitment to life, we’ve partnered with CARE to identify local organizations that serve areas of LA in which the critical need for food outpaces the bandwidth of volunteers and staff distributing it.

Through the CARE Package Relief program, which provides food and services while putting people back to work with paid on-demand jobs, and Project DASH, food will be collected, packaged, and brought directly via DoorDash to people in need. Through our work together, we’re committed to bringing an estimated 250,000 meals to those in need in 2021.


“Today marks a major milestone in the evolution of Angel City Football Club as we welcome DoorDash as our founding front-of-kit partner,” said Julie Uhrman, Co-Founder and President of Angel City FC. “DoorDash aligns with our mission to make a positive impact across Los Angeles and beyond. We are so moved to see them immediately mobilize our partnership by helping get meals to those across Los Angeles who may otherwise go without. This is just the beginning and I look forward to the impact we will make together in the years to come.”

“I’ve always loved the ability of sports to connect communities and make a positive impact. We are so proud to be the official sponsor of Angel City FC, a team that is working to build something truly powerful for female athletes globally,” Said Tony Xu, DoorDash CEO and Co-founder. “In addition to creating the ultimate fan experience, this partnership will uniquely merge food, sport, and culture as we work together to give back to the Los Angeles community we serve and level the playing field for all.”


As ACFC’s exclusive on-demand delivery platform partner, we’ve launched the “Be An Angel” initiative, inviting LA consumers to join us in supporting CARE’s mission as we work together to uplift LA and the businesses that help shape its culture.

On launch day, February 18, DoorDash will donate $5 per order placed on the DoorDash platform from a list of participating local women-owned and led restaurants, up to a total of $15,000, to CARE.* Customers can find the list of participating local women-owned and led restaurants in the DoorDash app. This donation will be reinvested directly into CARE’s program to support Los Angeles food-serving organizations in distributing food to communities in need.

Formula E Extends Media Partnership With BBC Sport

Formula E announced an extension of their media partnership with BBC Sport to show the all-electric racing series live in the UK.

Comprehensive, live, free-to-air coverage will air on BBC Red Button, BBC iPlayer and the BBC Sport website, with some races also airing live on BBC television channels, schedules permitting.

Supporting Formula E content will run across BBC digital platforms throughout Season 7 to UK audiences in what is a key market for motorsport and home to many of the World Championship’s teams.

Coverage will begin with Formula E’s first races as an FIA World Championship in Diriyah, Saudi Arabia, on February 26 & 27, 2021.

In 2020, Formula E and BBC Global News also announced a partnership to produce a set of pioneering online films to bring the all-electric motorsport to a new, digital audience around the world. The films will showcase meaningful fan stories from behind the scenes of the 2020/21 ABB FIA Formula E World Championship.



Aarti Dabas, Chief Media Officer of Formula E said: “Extending our partnership with the BBC gives us the platform to bring the unpredictable action of our all-electric racing to people in the UK on mainstream channels and the popular BBC digital channels, as we also look to engage the next generation of sports fans around the world with our BBC Global News content partnership.”

Discovery Secures Giro d’Italia Rights Until 2025

Discovery has secured the exclusive global rights to show the Giro d’Italia until at least 2025 in a move that further strengthens its unrivalled live cycling coverage and reputation as the home of the Grand Tours.

The long-term deal with RCS Sport via IMG means Discovery retains its status as the Giro’s multi-platform rights holder, providing live and uninterrupted coverage of every stage from the year’s first Grand Tour on Eurosport via discovery+*, Discovery’s new global streaming product, and through the Global Cycling Network (GCN).

A range of UCI World Tour events and one-day Classics held in Italy are also part of the agreement including the Strade Bianche Men and Women Elite, Tirreno-Adriatico, Milan-Torino, Gran Piemonte, the Giro di Sicilia, Milan-San Remo and Il Lombardia. The first UCI World Tour event of the 2021 season, the UAE Tour, is also included on an exclusive basis***, further strengthening Discovery’s commitment to offering viewers the greatest choice of world-class racing throughout the year.

Andrew Georgiou, President, Eurosport and Global Sports Rights & Sports Marketing Solutions, said: “Discovery has a rich heritage of screening the widest range of men’s and women’s cycling events through Eurosport and GCN and is constantly innovating to provide the best viewing experience for passionate cycling fans everywhere.

“We’re pleased to have consolidated our portfolio of world-class cycling rights through a long-term extension with RCS to keep the Giro d’Italia on our channels and platforms for years to come. Through our partnership between Eurosport and GCN, and increasingly in 2021 through discovery+, we will continue to harness our deep cycling expertise and unrivalled global scale to unlock the power of the sport for all to enjoy.”

Guy Voisin, Director of Cycling at Eurosport and GCN, said: “Eurosport and GCN will deepen our collaboration even further this year and will screen more live cycling than ever before including uninterrupted coverage of every Grand Tour, Classic and Olympic cycling event, and through local digital and linear shows covering all forms of the sport. We look forward to kick-starting the 2021 road cycling season through our first-class coverage of the UAE Tour from February, offering more ways than ever for fans to engage with the sport they love.”