ECB Agrees A Ground-Breaking Partnership With Microsoft

The England and Wales Cricket Board (ECB) and Microsoft have announced a ground-breaking partnership that will put technology at the heart of delivering long-lasting benefits across all levels of cricket.

The relationship will accelerate the ECB’s strategic plan ‘Inspiring Generations’ to grow cricket, connect communities and improve lives, and aligns with Microsoft’s mission to empower every person and every organisation on the planet to achieve more.

Utilising Microsoft’s world-leading approach to technology the partnership will unlock a range of opportunities from driving innovation across the ECB’s elite teams to providing life-changing skills at grassroots level.

The partnership is set to redefine sport-technology relationships as it will focus on innovative and purpose-led initiatives to establish meaningful and sustainable changes across three key areas: Cricket Communities, High Performance and Cultural Transformation.

Digital skills training is set to be provided to grassroot cricket communities over the coming years, which will contribute to Microsoft’s ‘Get On’ campaign, designed to help 1.5 million people build careers in technology by 2024.

This will provide opportunities to people across cricket, from volunteers to young participants, to develop new life skills.

The ECB will also work with Microsoft to explore how artificial intelligence, real-time data and analytics can inform the performance of England’s national teams.

The partnership is set to investigate whether ball-tracking technology can help to unearth the next generation of elite cricketers and engage more diverse talent across the whole game.

ECB Chief Executive Officer, Tom Harrison, said: “This partnership has the potential to transform every level of our game. The ability to drive innovation across high performance cricket will support the continued excellence of our elite teams, and the opportunities we will provide together across the whole recreational cricketing community will improve the life chances of many young people and adults.

“We could not have a better partner than Microsoft as we look to put technology at the heart of our business, develop the culture of the game, and bring our purpose to life.”

Clare Barclay, CEO, Microsoft UK, said: “Microsoft is proud to support the England and Wales Cricket Board in its quest to become a digital-first organisation that can meet the needs and expectations of fans and players now and in the future.

“A key aspect of our work together is to create long lasting economic change in local communities by helping people acquire digital skills so vital to their futures. This partnership is a great example of how we at Microsoft can fulfil our mission of empowering people and organisations around the world to achieve more.”

Real Betis Signs JBO As Official Asian Betting Partner

Real Betis has entered into an agreement with JBO.

Real Betis began a well-established relationship with the betting brand RB88 back in August 2019. Now, though, after an initial year of successful partnership, the operator of RB88 has modified its strategy, deciding instead to focus on its flagship JBO brand.

JBO (Just Bet Online) is the leading Asian Sportsbook operator, which has accordingly become the Spanish football club’s Regional Partner in Asia for the balance of the existing multi-year deal.

JBO is operated by the same company as RB88, and will naturally supersede the latter brand. It has been decided to change the strategy and to continue growing this co-operation between both entities under the JBO brand.

Mindful of pressing COVID-19 regulations, Real Betis and JBO staged an official “remote” ceremony from Spain, marking the start of this exciting new collaboration.

Ramón Alarcón, General Director of Business at Real Betis, commented on the partnership: “We are thrilled to grow our co-operation with the group. We’re confident that under this new brand, we will enhance positive impacts for JBO and the club, allowing both parties to extend our reach in the Asian market. Our partnership with JBO will enable us to more deeply engage with our fans and supporters in Asia.

“It’s great to see how Real Betis is currently corralling broader interest from outside Spain, and JBO are the perfect partner with whom to expand our own brand through the unifying power of football. We share some welcome and well-aligned values around the game for securing our goals in the most exciting and dynamic way possible. We look forward to seeing this relationship organically evolve over the next few seasons.”

A JBO spokesperson added: “JBO’s partnership with Real Betis is the largest deal that we are working on – both in terms of scope and ambition. It’s an exciting opportunity, especially considering Real Betis play in one of the world’s most popular leagues. So, we can’t wait to continue some good initial work with the club, consolidating JBO’s credentials and awareness in Asia in the process.

“With this partnership in place, collaboration between JBO and Real Betis will intuitively strengthen and provide a platform from which to grow and engage both parties’ combined fanbase across Asia and globally. Expanding their existing Asian audience appeal, alongside leveraging the natural sporting synergies between our two networks in the digital domain, will constitute our prime focus.”

“A Strong Digital Retail Structure Is Key To Success In These Challenging Times”

iSportConnect spoke with Matthias Christian Zerber, Retail ＆ Licensing Director, F.C. Internazionale Milano to get an insight into how the impact retail has on the club’s overall business.

What are your global ambitions for Inter Milan’s retail side, how are you going to continue to grow internationally?

First of all I’d like to say that I have found a very solid retail business when I first started my job with Inter. The team here in Milano has built a very good base over the last couple years that can be perfectly used to further build the business upon.

Since I have only started my new role as Retail and Licensing Director mid January I am still in an evaluation phase of the business and the opportunities on hand. Our joint ambition is to make the Inter brand more accessible to the already existing Inter fans worldwide while simultaneously trying to engage new fans with our brand. I strongly believe in the triangle of awareness, sympathy and utilization.

There have been many challenges in the Covid period but how has tech been able to benefit the retail side?

With the pandemic still having a tight grip on the world and on the business we need to assess risks and opportunities even more cautiously than we would do it in a normal situation. What we see is that the trend of changing consumer behaviour towards digital channels has been accelerated by the pandemic. This conclusion has to be an integral part of our growth strategy domestically and internationally. We are currently in discussions with our preferred partners for our e-commerce and marketplace operations in order to understand which actions we can undertake in order to grow our business together in the light of the challenges related to the pandemic.

In my opinion a strong digital retail structure together with a product offering which is designed to the needs and expectations of the consumers is key to success in these challenging times. 

What is tech offering in terms of new licensing revenue streams?

First of all tech is offering a lot of help in monitoring and managing licensor-licensee relationships. This allows the license managers to focus on planning their strategy and acquiring new as well as keeping a benefitial relationship with existing licensees.

In addition to that the progress of tech opens a new business field when it comes to individualising / customising products as well as creating license opportunities related to AR/VR just to name an example. Overall tech will help to reshape the license industry related to the products and services offered and will create new business opportunities.

Do you have any plans to expand to more global stores, something other major clubs also do?

As already mentioned before our joint ambition as a club is to engage as many people as possible with the Inter brand on a global scale. Related to that we will evaluate our opportunities to expose the brand on a market-by-market approach.

Are imitation of jerseys a potent problem? How can it be combated?

If you have a strong brand like Inter, counterfeiting is always a problem. In the domestic market as well as in international markets. In order to minimize the damage that the brand automatically suffers from the sale of any counterfeited product we work closely with a team of legal advisors, authorities and a designated third party provider to monitor and take action against unauthorized activities as effectively as possible.

Investment Arm Of NFL 32 Equity Invests Strategically In CLEAR

CLEAR, the secure identity company, has completed a strategic funding round of $100 million headlined by Danny Meyer’s Enlightened Hospitality Investments, 32 Equity (the investment arm of the National Football League (NFL)) and the Partnership Fund for New York City, showcasing the rapid expansion and evolution of CLEAR’s partner universe.

CLEAR has built a trusted reputation providing over 5 million members frictionless journeys across multiple industries. This investment will continue to accelerate the company’s growth as a platform that transforms both physical and digital experiences to make it safer and easier for customers and partners.

CLEAR most recently launched “Health Pass,” a mobile application that makes it safer and easier for people to get back to doing what they know and love. Health Pass connects members’ identity to COVID-related information, including vaccination results, to reduce public health risk and help re-start the economy. Health Pass is currently being used to help reimagine the future of sports, work, travel and coming together in a post-COVID world.

With vaccines being administered across the country, Health Pass securely links and validates individuals’ vaccination credentials and will have access to the majority of healthcare facilities, pharmacies, and state-authorized vaccination centers. More than 35 organizations are currently using Health Pass to create safer environments, including the National Hockey League (with whom CLEAR has signed a league-wide partnership), MGM Resorts, the 9/11 Memorial & Museum and nine NBA teams.

New investors joining this round showcase CLEAR’s reach beyond its core aviation business and include: Enlightened Hospitality Investments, Liberty Media, LionTree Partners, Michael Jordan’s family office, The Partnership Fund for New York City (investment arm of the Partnership for New York City), 32 Equity and Jim Murren, Stephen Cloobeck’s Safely LV. LionTree Advisors also served as Financial Advisor to CLEAR.

Existing investors in CLEAR participating in this round include: BOND, Durable Capital Partners LP, General Atlantic and Revolution Growth.

“Since 2010, CLEAR’s vision has remained constant: to provide our members frictionless journeys that make it easy to experience what they love doing best,” said CLEAR CEO and Founder Caryn Seidman-Becker. “With this new investment and our committed partners, we are ready to double down and make this vision possible at a time when it’s more important than ever to be able to come together safely.”

“I’ve seen firsthand how powerful CLEAR’s technology can be with Health Pass creating safer working environments for our team members at Union Square Hospitality Group,” said Danny Meyer, Co-Founder and Managing Partner of Enlightened Hospitality Investments. “And for many years I’ve experienced the exceptional hospitality CLEAR extends at every touch point. We are proud to call CLEAR a partner and thrilled to be a part of their future with our investment.”

“The Partnership Fund is proud to invest in CLEAR’s Health Pass technology and applauds its commitment to New York’s economic recovery,” said Maria Gotsch, President and CEO of the Partnership Fund for New York City. “Expanding its use will get New Yorkers moving again confidently and restore its place as the preeminent city in the world.”

“To reopen our brick and mortar economy and restore the personal interactions that make New York the most vibrant and connected city in the world, we need the CLEAR Health Pass. That is why we are encouraging businesses to embrace the CLEAR model so they can bring people back to the office and ensure the safety of our shops, restaurants, theaters and entertainment venues much more quickly than would otherwise be possible,” said Kathryn Wylde, President and CEO of the Partnership for New York City.

David Grevemberg To Depart Commonwealth Games Federation

David Grevemberg is leaving his role as Chief Executive Officer at the Commonwealth Games Federation on 5 March.

David has served in this position since November 2014 following his tenure at the helm of the successful Glasgow 2014 Commonwealth Games.

During this time, David worked to help transform the Federation’s focus from quadrennial oversight of its major Games to a dynamic, strategic Movement focused on legacy, impact and community benefit.

In 2015, David oversaw the development and launch of the organisation’s strategic plan, Transformation 2022, as well as its refresh in 2019, following extensive consultations across the Federation’s governance, management and global network of members and stakeholders.

This ambitious plan has informed and directed the priorities and activities of the Federation over a period of significant evolution, and David has worked diligently to deliver on this vision.

As part of Transformation 2022, David has passionately led on the recognition of the role of human rights in sport and tirelessly championed initiatives focused on social justice, impact, equality, diversity and inclusion.

Leading a dedicated team, he has successfully supported the Host Cities and Organising Committees of the Samoa 2015 and Bahamas 2017 Commonwealth Youth Games, and Australia’s 2018 Commonwealth Games on the Gold Coast.

The Federation will now begin the process of recruiting for a new CEO.

Dame Louise Martin said: “I would like to take this opportunity to thank David for his work, energetic advocacy, and strong commitment to our Movement and leaving the Federation well positioned for Birmingham 2022.

David is a visionary and energetic advocate of the power of sport and its ability to enhance and transform lives.”

David Grevemberg said: “I have had the privilege of working in the Commonwealth Sport Movement for over a decade; including six years as CEO of the Federation.

I am enormously proud of the work that we have achieved and continue to drive through our strategy, Transformation 2022, which has always been delivered in ambitious partnership with our team, our leadership and our passionate global network of members and Commonwealth athletes.

Together we have transformed the vision, mission and impact of our Movement, and it has been an honour to play my small part in building peaceful, sustainable and prosperous communities across the Commonwealth through sport.

The upcoming Commonwealth Games in Birmingham are tracking positively and I am confident will be another milestone event for the movement.

After much reflection, I feel that now is the right moment to pass the baton. This will give a successor time to support and experience next year’s Games in Birmingham and plan and oversee the next significant phase of the Federation’s history, post-Transformation 2022.”

Manchester City Signs Therabody As Official Recovery Partner

Therabody, the global innovator of wellness technology, has announced a partnership with Manchester City, Melbourne City, Sichuan Jiuniu FC and Mumbai City and will become the Official Recovery Partner of the respective Clubs, providing best-in-class recovery equipment to their network of teams.

The new partnership, which will see Manchester City become Therabody’s first Official Premier League Partner, bridges together each team’s mission to reduce the risk of injury and optimise recovery, whilst laying the groundwork for a healthy and sustainable career in professional football.

Therabody is the creator of the world’s first-ever percussive therapy device, Theragun, which is used to accelerate recovery, reduce the risk of injuries and support optimal athletic performance. Since its launch in 2016, the company evolved from Theragun to Therabody, an entire ecosystem of industry-leading wellness educational content and products that are at the intersection of performance and pain management, rooted in research and innovation.

In its commitment to seeking new ideas and technologies that promote performance on the pitch, recovery off it, and empower players to manage their wellbeing, Manchester City began incorporating Theragun percussive massage therapy devices and RP Sports’ RecoveryPump, which was recently acquired by Therabody, into the Club’s training and recovery programs in early 2020.

The new partnership will see the use of Therabody products expanded across Manchester City, Melbourne City and Sichuan Jiuniu FC. It will help each club to optimise further warm-up and recovery strategies in the pursuit of elite performances.

James Baldwin, Head of Physiotherapy at Manchester City Football Club, said: “We are delighted to welcome Therabody as a new partner. Supporting our players to help them reach their potential and caring for their overall health and wellbeing is vital for our organisation, as we strive to deliver high-quality performances and push for success on the pitch.

“We continually look for new ways to innovate and improve training and recovery for our players and through the partnership with Therabody, we will be able to provide best-in-class products, knowledge and resources to optimise training and recovery.”

“We are thrilled to be joining Manchester City, Melbourne City, Sichuan Jiuniu FC and Mumbai City in their pursuit of enhancing performance and overall health of their professional players and Clubs,” said Dr. Jason Wersland, Therabody’s Founder and Chief Wellness Officer.

“Educating people on the importance of taking care of your body, both physically and mentally, is core to Therabody’s mission and drives our innovation forward. These clubs are leading the charge in taking care of their players and providing the best products in the industry to increase player longevity. It’s an honour to be a part of a team whose mission and values align so closely with our own.”

NBA Makes San Carlo As Official Partner In Italy

The National Basketball Association (NBA) and San Carlo, Italy’s market leader in chips and savory snacks have announced a multiyear marketing partnership that makes San Carlo an official partner of the NBA in Italy.

Through the partnership, San Carlo will conduct various sweepstakes giving fans the opportunity to win prizes including official NBA merchandise, and feature NBA league and team branding on millions of packs available nationwide. The partnership was facilitated by Infront through its ongoing partnership with the NBA in Italy.

“We are excited to welcome San Carlo to our growing roster of partners in Italy,” said NBA EME Associate Vice President, Global Partnerships Mark Osikoya. “As we continue to grow our presence in Italy, we are thrilled to work with such an iconic snack brand that offers our fans an array of options to enjoy while tuning into NBA action this season and beyond.”

“We are enthusiastic about our new partnership with the NBA, which strengthens our support of sport and its fundamental values,” said San Carlo CEO Susanna Vitaloni. “Sport values, such as healthy competition, teamwork and commitment, have always been a part of our philosophy, and we firmly believe that they can play an important role in everyday life.”

David Pond Steps Down As GB Wheelchair Rugby CEO

GB Wheelchair Rugby has announced that David Pond is to step down as Chief Executive after the Tokyo Paralympic Games this summer, after more than eleven highly successful years at the helm.

The Board of GBWR is now commencing the search for its next CEO to build on the growth of the past decade and, with UK Sport funding recently secured for the Paris 2024 cycle, to take the sport at both grassroots and elite levels onto new heights.

David Pond said: “We are making this announcement now to allow time for the Board to find a successor to lead this very special organisation into the next phase of its future.

“It has been the most incredible privilege to serve alongside a community of athletes, volunteers and staff and help increase the opportunities for disabled people to get active and be part of our movement.”

Ed Warner, Chair of GB Wheelchair Rugby, said: “As Chief Executive, David has overseen an incredible growth in Wheelchair Rugby in Great Britain for over a decade.

The sport has progressed extensively during that time and at the elite level we are now ranked fourth in the world and a nation to be reckoned with.

“I’m excited at the future we face and the continued growth at grassroots level, in no small part because of the legacy David will leave. We look forward to identifying an exceptional individual to lead the sport through to Paris 2024 and beyond.”

InCrowd Announces New Appointments Of Alexandra Kyrke-Smith And Abigail Cockayne

InCrowd has appointed Alexandra Kyrke-Smith from sports marketing agency Goodform as Audience Strategy Director and Abigail Cockayne joins as Commercial Account Director.


Alexandra is a data insight expert with a background in market research. In her previous roles of Strategy Director and Head of Research & Insight, she developed data-led ticket sales strategies for events including the Birmingham 2022 Commonwealth Games and Rugby League World Cup 2021. Alexandra also oversaw major data and research projects for organisations including Rugby World Cup 2015, EFL, The British & Irish Lions and notably for Formula 1 on their award-winning Fan Voice project.

At InCrowd Alexandra will be responsible for the strategic direction of the company’s data division, managing an expert team of data analysts & scientists and taking lead on the delivery of audience-focused consultancy projects for clients. Alexandra will drive InCrowd’s ambition to change the way in which sports organisations view and utilise data to transform operational processes, fan experiences and ultimately revolutionise their revenue opportunities driven through digital channels.


“I’m delighted to be joining the team at InCrowd at a time when data and digital transformation couldn’t be more important for sports organisations. Working alongside a dynamic and talented team, I’m looking forward to elevating the role played by data and insight in informing strategy and driving revenue for our customers, and delivering great experiences for their fans.”

Specialising in CRM, data and digital solutions, Abigail led a team working closely with numerous sports organisations including Premier League Football Clubs, Formula E and World Athletics​ Championships, helping them to successfully utilise digital solutions to grow larger and more engaged fanbases, facilitating commercial growth. Most recently Abigail has managed the relationships with Birmingham 2022 Commonwealth Games and Rugby League World Cup 2021 in building and activating data insight and digital solutions aligned to the respective ticketing & data strategies.

For InCrowd, Abigail will manage the commercial relationship with InCrowd key accounts, acting as advisory and consultative support to customers, taking particular care in understanding their business problems and creating collaborative relationships that lead to successful results.

“I am thrilled to join InCrowd and continue the development of key relationships and data solutions for clients. I’m looking forward to working with the team to use data and technology to bring fans closer to their sport, whilst driving innovation to identify new opportunities and ways to overcome challenges in these ever-changing times for clients.”

Bally’s Corporation Acquires Free-To-Game Provider SportCaller

Bally’s Corporation, American land-based gaming and interactive entertainment has acquired SportCaller, one of the leading B2B free-to-play (F2P) game providers for sports betting and media companies across North America, the UK, Europe, Asia, Australia, LATAM and Africa.

With deep technology and product expertise, SportCaller’s core products consist of prediction, quiz/trivia, pay-to-play, bespoke and turn-key app games. In 2020, SportCaller received the Acquisition and Retention Partner Award from both SBC and EGR B2B.

As a leading global F2P sports game provider, SportCaller complements Bally’s recently announced acquisitions of Bet.Works and Monkey Knife Fight, and its media partnership with Sinclair Broadcast Group. Together with Bet.Works’ proprietary technology stack, SportCaller is expected to enable Bally’s to launch its own suite of F2P games this year. The acquisition will also allow Bally’s to leverage Sinclair’s media reach to expand its player database in states that currently do not permit sports betting, as well as generate excitement for Bally’s sports betting app.

Further, SportCaller will allow Bally’s to use F2P games as an additional player engagement and retention tool in states that authorize sports betting. With more than 100 games in over 20 languages, and over 30 sports across 37 countries, SportCaller’s platform is expected to considerably expand Bally’s strong geographic presence beyond national borders.

“I am delighted to welcome SportCaller to Bally’s Interactive alongside Bet.Works and Monkey Knife Fight,” said George Papanier, Bally’s President and Chief Executive Officer. “F2P products represent a core component of our interactive strategy to drive user acquisition to Bally’s ecosystem. SportCaller offers unique products and I am confident that its pioneering platform and deep international expertise will significantly contribute to our growing interactive platforms.”

Together with Bet.Works and Monkey Knife Fight, SportCaller and its technology development center, which consists of more than 40 dedicated technology resources, will join the Bally’s Interactive division. This combination will augment Bet.Works’ development resources and support accelerated innovation and deployment of new products that are already underway.

“Joining Bally’s is a milestone moment for the SportCaller team,” said Cillian Barry, Founder and MD at SportCaller. “I look forward to working with Bally’s talented team as we continue to create an innovative F2P product that engages sports fans on a global scale.”