UFC Agrees Livestreaming Partner With TikTok

TikTok has announced a multi-year partnership with UFC, the world’s premier mixed martial arts organization, to deliver exclusive livestream content for UFC fans on TikTok around the world.

The weekly livestreams will feature pre-and post-fight access, behind the scenes footage and engagement with UFC athletes, and other exclusive content executions for TikTok. Through this partnership TikTok and UFC will give fans access to hundreds of pieces of content annually via @UFC, @UFCRussia, @UFCBrasil, and @UFCEurope.

With more than 6.3 million followers on TikTok, @UFC has become the third most-followed sports league since joining the platform in October 2019. Building on this momentum, UFC will dedicate resources at their Las Vegas headquarters to provide the TikTok community with unprecedented access and bring them closer to UFC than ever before.

“This partnership with TikTok is a tremendous addition to UFC’s content distribution ecosystem. We want to be everywhere our fans are consuming content and TikTok continues to break new ground in reaching a diverse, global audience. This collaboration is a great way to drive awareness to our tent pole live events while delivering compelling content to our fans, 24/7.” – David Shaw, UFC Senior Vice President of International and Content.”

“We are thrilled to deepen our partnership with UFC and launch a robust slate of exclusive LIVE content for the TikTok community. Now more than ever, sports fans are craving the up-close-and-personal moments they are missing by not attending live events. Through this partnership, we are excited to bring to TikTok, the action and excitement of UFC both inside and outside the Octagon.” – Harish Sarma, Director, Global Strategic Partnerships, Americas and Oceania, TikTok

MLB Names Extreme Networks As Official Wi-Fi Solutions Provider

Extreme Networks, a cloud-driven networking company has announced it is the Official Wi-Fi Solutions Provider of Major League Baseball (MLB).

Beginning with the 2021 MLB season, Extreme will deliver in-stadium Wi-Fi and Wi-Fi analytics in 16 MLB ballparks to improve the fan and media experience, with installations scheduled through 2026. Further, Extreme will power the network at MLB’s Jackie Robinson Training Complex in Vero Beach, Florida.

MLB is the most historic sports league in North America and has led the professional sports industry into the 21st century by leveraging tech-driven insights. With an emphasis on data and analytics, MLB has directly advanced how players train and play, how managers make rosters and in-game decisions, and how fans experience the game. Extreme’s advanced networking solutions, which blend state-of-the-art cloud, mobility, and analytics capabilities, have made it the choice of leading professional sports franchises and leagues. As the emphasis on technological reliability, network capability, and data accuracy grows, Extreme is positioned to support MLB and improve how the League’s venues deliver enhanced network experiences for fans, players, and staff.

Improved Reporting & Media Experience: ExtremeWireless™ cloud-enabled access points will be installed in 16 National League and American League stadiums providing secure, dedicated Wi-Fi and network analytics. The faster, more efficient network capability will support the high-bandwidth application requirements of media and broadcast analysts so they can more quickly send and receive multimedia updates during the nearly 1,300 games the 16 stadiums support over a full season and postseason.


Enhanced Fan & Staff Experience: Fans at Extreme-powered MLB venues can access a faster, more efficient Wi-Fi network to support use of bandwidth-hungry applications during the game. Further, staff members will benefit from advanced connectivity, data analytics, and telemetry insights to directly improve guest support while also reducing operating risk. MLB’s Jackie Robinson Training Complex in Vero Beach, Florida, which serves as a youth hub for the League’s Baseball & Softball Development efforts, is also part of the network upgrade scope. Fenway Park, home of the Boston Red Sox, will be the first ballpark to roll out Extreme’s high-density Wi-Fi 6 solutions.


Advancing Women in Sports Technology: Throughout its partnership, MLB and Extreme will work to identify shared programs and co-create events to champion and celebrate women leading the advancement of technology in sports. MLB and Extreme are committed to the advancement of diversity, equity, and inclusion in the sports and technology industries and are excited to work together on these important initiatives.

Chris Marinak, Chief Operations & Strategy Officer, MLB said: “Our pursuit of adopting best-in-class technology serves the dual purpose of helping Major League Baseball continue to advance the sport while also engaging with fans of all generations in new ways.

“Specifically, our network requirements not only demand the highest levels of reliability but also capability to support the data, applications, and devices which enable us to provide minute level of details and insights. With Extreme’s support, we know we will deliver an improved experience for everyone in these ballparks.”

Ed Meyercord, President and Chief Executive Officer, Extreme Networks
“Major League Baseball is a pioneer in using technology to advance how fans interact with the sport. Extreme’s industry leading solutions, which leverage state-of-the-art cloud, mobility, and analytics capabilities, will help the league, its teams, and fans connect data, devices, and people together in the most effortless manner possible.

“As lifelong baseball fans, we are privileged to support Major League Baseball in its relentless effort to provide data-driven, next-level experiences at every game.”

Asharq News Leverages Wildmoka’s AI Tech To Increase Viewership

Asharq News, the leading multiplatform economic and political news service, has achieved a leap in delivering news content across multiple platforms with the launch of a mobile vertical live streaming format based on artificial intelligence, for the first time in the Arab world, making it only the second media entity across the globe to offer this service.

Asharq News now leverages the state-of-the-art Auto ReZone solution from French tech company Wildmoka that uses artificial intelligence and machine learning, to enable automatic, 24/7 and real-time transformation of horizontal layouts into vertical.

In this context, Dr Nabeel Al-Khatib, General Manager of Asharq News, said: “At Asharq News, it is our core priority to provide a seamless and impactful experience for our audiences in the Arab world and beyond through leveraging cutting-edge technology and implementing digital transformation.” He pointed out that media consumption today is increasingly dependent on smart devices, media organisations need to take into consideration the rapid adoption of technology to ensure a smooth viewing user experience. “Asharq News is seeking to lead this transformation in the region.”

The case for providing content in a vertical format is clear. A large majority of people, especially among younger generations, do not turn their devices when watching videos on mobile. This is due to the basic ergonomics of mobile devices that are designed to fit into the palm of the user’s hand. It requires two hands to hold a phone horizontally, so it is more convenient and natural for people to hold smartphones vertically when watching video.

Steven Cheak, Creative Services and Digital Director at Asharq News commented: “With this breakthrough solution, we can finally resolve the challenge that has puzzled news broadcasters for years – despite smartphones becoming the primary channels for news consumption, news broadcasters continue to produce horizontal, linear format TV content. With Auto ReZone, we simply send our horizontal 16:9 live streams to the cloud platform and the solution seamlessly returns the recomposed vertical live stream, keeping all the graphics and information intact.”

Steven explained: “Where recomposition is not required, we developed dynamic backgrounds and logos where the show’s identity can be distinguished. The transformation is done automatically and in just a few seconds, ensuring minimal delay between the original live stream and the newly generated vertical stream. Moreover, this breakthrough and seamless solution is on for 24/7 and does not require any additional manpower or resources.”

Phase one of the vertical streaming was deployed in February 2021 across Asharq News’ websites, while phase two will extend the solution across Asharq News’ apps, Asharq NOW for video-on-demand, and other platforms.

The Wildmoka cloud-native technology is truly game changing and can, for the first time, transform horizontal frame layouts into vertical ones in real-time. Auto ReZone works for live, recorded, and archived content. With more and more phone users recording content vertically and given that the majority of social media applications today, rely on a vertical interface, this solution marks a significant breakthrough in news gathering and presentation.

“We are delighted to see Auto ReZone entering a new region” explained Cristian Livadiotti, CEO of Wildmoka. He added: “We are sure that with this innovation, Asharq News will stand apart from other news providers and engage new and younger audiences”.

International Canoe Federation Extends Media Rights Deal With Eurovision Sports

The International Canoe Federation has announced the renewal of its long-running media rights deal with Eurovision Sports, in an agreement that runs until 2024.

The distribution deal covers all territories worldwide, with the exception of Canada, China and New Zealand, extending the partnership between the two organisations to more than 20 years.

The new agreement, which begins this year, takes over from the previous four-year one which expired at the end of last year.

ICF World Championships include both women and men, as well as paracanoeing competitions. Athletes from more than 90 countries participate, making canoeing one of the world’s most popular water sports.

Once again, the popular new Extreme Canoe Slalom discipline, in which kayakers race against each other, rather than against the clock, is included. Extreme canoe slalom will make its Olympic debut at Paris 2024.

“It is with great pleasure that we have renewed our long-running agreement to distribute the worldwide media rights of the ICF,” Andreas Aristodemou, Eurovision Sport’s Head of Summer Sports Rights, said.

“As one of the most popular water sports on the Olympic programme, ICF events form an important part of our portfolio, and we’re delighted that our members will be able to continue to offer free-to-air coverage for another four years.

“With their help, along with other broadcasters around the world, we look forward to seeing the sport’s profile continue to grow in the years ahead.”

ICF President Jose Perurena said the two-decade partnership between the ICF and Eurovision has helped grow the sport:

“It is a wonderful boost for our paddling sports to once again be partnering with Eurovision Sport, with its incredible reach around the world,” he said.

We are very excited to be able to showcase such a wide variety of our disciplines via Eurovision Sport in the lead-up to the Paris 2024 Olympics and Paralympics. The professionalism and high quality of the Eurovision presentation will bring a whole new audience to our sports’.

Tokyo 2020 Appoints Olympian Seiko Hashimoto As President

The Tokyo 2020 executive board has appointed Seiko Hashimoto, 56, as president of Tokyo 2020 LOC.

Hashimoto is a seven-time Olympian and represented Japan in both Winter and Summer Olympics, competing as a speed skater and track cyclist. She won a bronze medal for speed skating at the Albertville Games in 1992, and continued to compete even after winning a seat in parliament in 1995.

She said: ” I have made a serious decision” to accept the role as a way of repaying the Japan Olympic Committee and International Olympic Committee for their support during her competitive days.

“Now I am here to return what I owe to all of them as an athlete, to return what I received.”

Scuderia Ferrari Renews Innovation Partnership With Shell

Shell has renewed its long-standing Innovation Partnership with Scuderia Ferrari.

The next exciting chapter in this partnership will see Scuderia Ferrari and Shell not only continuing to aim for success on the track through effective product development, but also, developing and implementing solutions that will support in reducing the team’s carbon footprint, helping them to achieve their broader sustainability targets.

These plans are in line with Formula One™’s first-ever sustainability strategy, setting the ambitious goal of having a net-zero carbon footprint, both on and off the track, by 2030.

Scuderia Ferrari and Shell will continue to work together to improve the team’s V6 turbo-hybrid power unit, which already has a thermal efficiency of close to 50% , making it one of the most efficient engines in the world. The two companies will also work hand-in-hand to define how fuels can be developed for the future, including advanced sustainable biofuels and synthetic liquid fuels, both of which are being explored to help meet Formula One™’s goal of fully sustainable fuels in the Formula One™ car . These learnings and technologies, put to the test on the track, could eventually be used to reduce emissions from road transport.

The historic relationship between Shell and Scuderia Ferrari, which dates back to 1929, is one of the most successful and well-recognised in Formula One™ and has delivered significant successes in its long history, with Shell race fuels and lubricants powering Scuderia Ferrari to 10 Constructors’ titles and 12 Drivers’ Championship wins. Throughout this long collaboration, the learnings and innovations taken from the racetrack have been used to develop better products for Shell customers around the world.

Commenting on the renewal of the partnership, István Kapitány, Shell’s Global Executive Vice President for Mobility said, “Our partnership with Ferrari has bred truly remarkable innovations – innovations that Shell regularly relies upon when developing new fuels and lubricants for our customers. We’re now entering a very exciting time in our history together as we leverage this partnership to not only strive for success on the track, but also to develop cleaner fuels and lubricants for our customers.”

Mattia Binotto, Team Principal of Scuderia Ferrari commented “The relationship between Scuderia Ferrari and Shell dates back to 1929, the year our team was founded. In that time, we have produced so many victories together. We are delighted therefore that our collaboration is now set to go on even longer.

We share many common values, not least excellence, passion for racing and teamwork, which have made this partnership unique in the history of motor sport. As our Innovation Partner we will continue to work with Shell on the transfer of racing technology to mobility as well as the ambitious challenges that lie ahead in particular the aim of Formula 1 to reach a net-zero emissions level by 2030.”

Williams Racing Signs OMP Racing As Official Supplier

Williams Racing has signed OMP Racing as an Official Supplier of technical performance products for the 2021 Formula One season and beyond.

OMP Racing is a world leader in the design and manufacture of safety components for race cars and technical racing apparel, present in all world racing championships. They will be supplying performance racing items to Williams’ drivers, George Russell and Nicholas Latifi, as well as the Williams pit crew. This includes the supply of performance racing overalls, boots, gloves and underwear; all products deriving from the work of research and development in the company’s manufacturing facility located near Genoa, Italy.

In addition, OMP Racing will provide their latest generation safety harnesses for the team’s Formula One cars. The harnesses feature ultra-light fibre and ultra-light materials such as titanium and ergal. The high-quality fibre increases performance, making them extremely light (45% less weight compared to carbon fibre) and more resistant (50% improvement on resistance/weight ratio).

As an Official Supplier, OMP Racing will also provide the team with driver kit bags, branded luggage for the race team, and will have prominent branding visible on performance racewear, seatbelts and on the drivers’ headrests.

Tim Hunt, Commercial and Marketing Director for Williams Racing, said: “OMP Racing is one of the leading suppliers of high-tech performance wear for top level motorsport and we are delighted to have agreed a new multi-year partnership with them. In Formula One, every detail matters and we know that OMP’s technology, whether it is being worn by our race drivers and pit crew, or fitted in our car, will help our team perform to the highest level.”

Paolo Delprato, OMP President and CEO, added: “For OMP, partnering with Williams Racing means resuming a chapter of our history. We first had the honour to work with the team in the nineties, so it is particularly special to be working with Williams once again, a team that is so historic in motorsport and Formula One. Looking forwards, this partnership is focused on research, technology, attention to detail with an overarching hunger to compete and succeed. All of these values are shared with Williams Racing and we look forward to working together this season and the next.”

Two Circles Appoints Lakhbir Sandhu As Group Chief Financial Officer

Sport Industry Agency of the Year Two Circles has made a number of key leadership changes, including the appointment of Lakhbir Sandhu as Group Chief Financial Officer.

Sandhu will be responsible for driving Two Circles’ overall financial strategy as the business expands its sales, service and technology offering in Europe and North America.

Two Circles uses data analytics around sports fan behaviour to drive commercial growth for the world’s leading sports rights-owners. In 2020 Two Circles posted a ninth year of record revenue, and over the last three months has acquired and integrated two agencies: independent sports rights-sales business TRM Partners and Sports Ink, the ticketing and hospitality specialist founded by London 2012 Director of Ticketing Paul Williamson.

Sandhu’s 20-year career in finance includes roles at Goldman Sachs, executing M&A and financing transactions for FTSE 100 companies, and Barclays, where as a Director he led private equity investments for the bank’s investment arm, holding board positions at several portfolio companies.

He was also CFO of NorthRow, the private equity-backed technology business that uses data to provide automated client identity verification, while most recently he was CFO at Shorelight, an investor in assets and businesses that operate in the lower carbon energy value chain.

Gareth Balch, CEO of Two Circles, said: “Lakhbir’s extensive knowledge from the world of private equity and hands-on experience building technology businesses will be invaluable as we continue to grow a sustainable and diversified global agency. Lakhbir brings with him a forensic focus on strategy and operational excellence, and he has a track record for execution and achieving results; these qualities make him the right choice to drive all aspects of our future commercial decision-making.”

In the newly-created role of Managing Director (UK Services & Products), George Foster will also lead Two Circles’ client services and technology development in the UK, where the agency works with 85% of sports rights-holders by revenue. Since joining Two Circles in 2016 from Surrey County Cricket Club, Foster has played a central role in the agency’s work driving revenue growth, attendances and digital engagement in football, rugby union, tennis and horse racing.

Additionally, Dale Kirsop has taken the expanded Group role of Chief Operating Officer, leading Two Circles’ ongoing investments in its high-performing team, continuing to ensure the agency produces industry-leading impact globally. Kirsop has served as Two Circles’ Commercial Operations Director since 2016 after joining from Guardian News & Media, where he was Head of Membership.

FIFA Appoints COO’s For World Cup 2023

FIFA has announced the appointment of two Chief Operating Officers (COOs) in Australia and New Zealand respectively for the FIFA Women’s World Cup 2023.


Following their initial appointment last year to lead the FIFA Women’s World Cup™ office in their respective host countries, Jane Fernandez has now been named as the COO for Australia, with Jane Patterson being officially appointed as the COO for New Zealand.

Jane Fernandez led Football Australia’s successful joint bid to host the FIFA Women’s World Cup 2023 and was subsequently appointed as Head of the FIFA Women’s World Cup 2023 Office (Australia). In addition, she was Head of Sport for the Australian Olympic Committee and Tournament Director of the AFC Asian Cup 2015.


Jane Patterson has worked on sports events across Aotearoa New Zealand, Australia and the UK, including a wide range of world championships in netball, BMX, para-swimming and taekwondo and major events including the Ironman Triathlon and the New Zealand Open golf tournament. She was awarded the New Zealand Order of Merit in 2016 in recognition of her achievements in service to sport and worked for New Zealand Football as Project Director for the FIFA Women’s World Cup 2023.

Speaking about the announcement FIFA Secretary General Fatma Samoura said: “Today’s announcement adds to the excitement around the ninth edition of the FIFA Women’s World Cup 2023. We are delighted to welcome Jane Patterson and Jane Fernandez on board as Chief Operating Officers for the competition. Their skill, experience in leading multi-talented teams and passion for football will be key to ensuring the delivery of the FIFA Women’s World Cup at the highest level.”

James Johnson, Football Australia Chief Executive Officer, added: “We are delighted that Jane Fernandez has been appointed to this prestigious and important position, and that her vast knowledge and skillset will continue to be utilised by FIFA for the biggest sporting event to be held on Australian soil since Sydney 2000.”


Andrew Pragnell, CEO of New Zealand Football said: “New Zealand Football are thrilled to see Jane Patterson confirmed as Chief Operating Officer (New Zealand) for the FIFA Women’s World Cup 2023. Jane has done a stellar job to date as Project Director for the Initial Operating Phase and we are delighted to see her continue to bring her wealth of knowledge and experience to the tournament.”

As part of their new roles, the newly-appointed COOs will oversee the operational aspects of the FIFA Women’s World Cup 2023 in Australia and New Zealand.

In 2023, the FIFA Women’s World Cup will be co-hosted for the first time in FIFA’s history across two confederations. In addition, the number of teams participating will increase from 24 at the eighth edition of the competition in France 2019, to 32 in 2023.

Recruitment has also started for the Chief Executive Officer (CEO) role for the tournament. Details have been posted on the careers section of FIFA.com and on the Football Australia and New Zealand Football websites.

Women’ EHF Euro 2020 Most Engaging Online Tournament, Says EHF

The Women’s EHF EURO 2020 was the most engaging online in the tournament’s history, celebrating a 56 percent increase in social media engagements and 166 percent growth in followers after the European Handball Federation and Infront, a Wanda Sports Group company, successfully delivered a full scope digital strategy.

Videos published on the EHF’s social channels during the event were viewed over 33m times – a 66 percent increase on the previous tournament in 2018 – whilst posts received almost 1.5m engagements, including a viral video on the EHF’s official TikTok channel.

The achievement allowed the tournament’s record seven partners – Bauhaus, Bring, Engelbert Strauss, Gjensidige, Grundfos, Intersport and Unibet – to fully leverage handball content and gain more exposure than ever among the sport’s fans. Branded videos shared on the EHF social channels received a total of over 340,000 engagements and almost 1.8m views.

In addition, a content creator network of handball influencers was used to further the tournament’s online footprint whilst the newly introduced (Un)Informed Handball Hour podcast recorded over 42,000 downloads during the duration of the event, while over 14,000 fans downloaded the tournament’s official mobile game.

Audiences on television were also on the up with an overall broadcast time rising by 16 per cent, while significant market shares were recorded in Denmark (67 million cumulative audience) and Norway (34 m) contributing to a total cumulative audience of 574 million.

Martin Hausleitner, EHF Secretary General, said: “The Women’s EHF EURO 2020 will live long in the memory as a wonderful reminder of how we all pulled together to showcase handball and promote our sport in the midst of a global pandemic. We overcame various challenges, none more so with the remarkable and innovative ways we reached existing and new audiences.

“From excellent TV figures, especially across Scandinavia, to the boom in online digital reach, we can be proud of efforts and believe this approach can be of huge benefit and a template for our work at future tournaments.”

Antonio Dominguez, Head of Handball at Infront, said: “This edition of the Women’s EHF EURO saw a huge increase in how sponsors use digital activation and it is now clear to these brands just how powerful this platform can be. We have seen the online impact of EHF events grow over the last few years and the result of this is that it is benefitting our partners in a way they could never previously imagine.”

This enhanced digital strategy leverages projects introduced by iX.co, Infront’s digital arm as well as Infront Lab, the Group’s strategic initiative to identify new monetisation avenues from evolving technology.