Atlético de Madrid Strikes Partnership With Sportfive To Expand Globally

The global sport business agency SPORTFIVE and the Spanish football club Atlético de Madrid partner to increase the international market presence of the club.

Atlético and SPORTFIVE have identified Greater China and North America as key target markets of their cooperation. The comprehensive partnership in the area of internationalization includes the areas international strategy, digital audience development, brand amplification and fan experience as well as product development and commercial sales.

As leading European football club with international relevance and ambitions, Atlético is looking to grow its global brand and engagement with international fans as well as to lift additional commercial potential. SPORTFIVE’s expertise and significant project-like experience in the area of rights-holder international marketing and its long-held presence in North America, Greater China and Europe makes it a strong partner for Atlético.

The sports marketing agency delivering sponsorship, marketing, digital and media solutions to rights holders will bring in a dedicated team fully integrated in the agency’s global structure and based in the agency’s offices in New York, Shanghai as well as Hamburg and Barcelona/Madrid.

Robert Müller von Vultejus, Chief Growth Officer SPORTFIVE, says: “SPORTFIVE is very excited about this comprehensive partnership between two leading organizations in the world of sports. Atlético de Madrid has a vast global fanbase and strong and unique brand values, on which we want to build on in this cooperation. Together, we want to push boundaries on engaging international sports fans and create an exciting platform for brands and partners.”

Íñigo Aznar, CCO of Atlético de Madrid, says: “We are very keen with our partnership with SPORTFIVE. As a leading sports marketing agency with a vast experience and tangible track record in European football, we expect that this strategic alliance will help us to keep on growing and developing our brand and business internationally, with a special focus in the key regions as China and North America.”

ELEVEN Appoints Marcel Mohaupt As Chief Strategy Officer

ELEVEN has announced the appointment of Marcel Mohaupt as the Group’s Chief Strategy Officer.

Marcel will be responsible for leading the Group’s business strategy and for driving innovation across the network. The move is an important part of the wider ELEVEN management team restructure announced in January 2021.

Marcel joins ELEVEN from the leading European touring-car series DTM, where he was Managing Director.

Over the past 25 years, Marcel has held a series of strategic and marketing roles in sports and media. He was Senior Media & Streaming Strategy Advisor at FIFA, where he worked closely with ELEVEN’s CEO Luis Vicente to champion new technologies, gaming, data, content and content distribution strategies. He enjoyed two spells with ProSiebenSat.1 Media SE, most recently as Senior Vice President of the German mass media company’s Pay TV division. Earlier in his career, Marcel spent five years as the Germany Director of Marketing for Twentieth Century Fox.

Luis Vicente, ELEVEN CEO, has welcomed Marcel to the team: “Marcel is someone I had the pleasure to work closely with in my time at FIFA. He is a proven leader in sports and media with a fantastic track record of driving sports and media businesses forwards. His experience and analytical approach will add tremendous value to ELEVEN as we continue to grow our offering for sports fans around the world.”

Marcel Mohaupt, Group Chief Strategy Officer, added: “ELEVEN’s journey over the past five and a half years has been fantastic to see. Their innovative, fan centric approach has established them as a leading platform in markets across Europe and Asia. I look forward to contributing to the next phase of the Group’s growth, as we work to build a truly global sports ecosystem in the months ahead.”

Marcel will begin his new role on April 1st, 2021.

Chelsea FC Women Signs N+1 Singer As Shorts Partner

Chelsea FC Women have partnered with N+1 Singer, a leading investment bank dedicated to advising and funding ambitious growth companies in the UK.

N+1 Singer join the Chelsea family as our first ever Women’s shorts partner, and their logo will appear on our kit for the first time at our home game against Brighton & Hove Albion on 7th February. Our three-year partnership is a further signal of the Club’s intent to continue breaking new ground in club sponsorship as we take on partners bespoke to the women’s team.

As one of the UK’s most prestigious mid and small-cap investment banks, N+1 Singer have raised over £6 billion of equity for their clients over 14 years. With an entrepreneurial business ethos, in the highly active capital markets sector, N+1 Singer provide vital funding and advice to companies, helping them develop from small acorns today into UK leading businesses. This record of success and dedication to growth is a perfect match for the current FA WSL Champions, Chelsea FC Women.

Chelsea chief executive Guy Laurence said: ‘We welcome the commitment of N+1 Singer to the women’s game and we share their ambition to see it grow exponentially on and off the pitch. With their philosophy that successful businesses are built on shared equity, we could not be happier that N+1 Singer will bring their ethos and support to Chelsea FC Women as we pursue our ever more ambitious sporting and commercial targets.’

Tim Cockroft, Chief Executive and Founder of N+1 Singer, said: ‘We are thrilled to be able to partner with Chelsea FC Women and are hugely impressed with the dedication and hard work this group of women have brought to their game; both on and off the pitch. We look forward to supporting their ambitions over the coming years and being part of their continued success.’

Joanna Osborne, Head of Marketing of N+1 Singer commented: ‘Chelsea FC Women are an exceptionally talented group of women who continue to inspire the football world and all those who look up to them. They are also a group of very genuine and relatable women, so we are thrilled to be able to work with them, learn off them and support their ambitions over the next few years of our partnership.’

Racing League Appoints rEvolution As PR Agency

rEvolution, the international, fully integrated sports marketing agency, has been appointed by the Racing League – the ground‐breaking new team‐based horseracing initiative – as its PR agency to deliver PR and communications services using its specialist horseracing, sports and lifestyle media expertise.

The appointment sees rEvolution and the Racing League expand their partnership following a series of successful joint projects together in 2020, including the official launch of the league format at The Queen’s Club in London in March, and the announcement of the new £1.8m Racing League 2021 dates and venues in October.

The Racing League is the new team, points‐based, horseracing competition launching in July 2021 for six weeks and hosted by four racecourses around the UK. Over the Racing League season there will be 12 teams going head‐to‐head at six meetings, with six races per meeting, and 100 points and £50k prize money per race.

Merrick Haydon, Managing Director at rEvolution, London commented: “We will be helping the Racing League demystify horseracing with its new, more accessible format that will bring the sport bang up-to‐date through new, tech‐enabled ways to involve the audience and build team allegiances. The Racing League has some incredibly dynamic and innovative plans for its interactive team‐based format that will attract wider national and global audiences to horseracing and we are excited to help bring these to life.”

Oli Harris, Racing League’s Chief Marketing Officer added: “The Racing League is an evolution of one of the world’s most popular spectator sports. The new team‐based league format will bring a new energy, increased levels of innovation, interactive fan engagement and accessibility to British horseracing.

As we launch our first season, we want to work with partners that can help us tell our exciting brand story and the journey into our first season. rEvolution has great credentials in sport and in horseracing and they will help us put Racing League up alongside other major sports events this Summer.”

LaLiga To Introduce New Broadcast Innovation To Football

LaLiga and MEDIAPRO have incorporated a new state-of-the-art pitchside camera into their broadcasts, which provides viewers with an image quality similar to that of a film or a video game, as well as an ultra-realistic experience that makes them feel like they are actually in the stands at the stadium or just a few metres away from the players on the field.

Thanks to this innovation, LaLiga continues to prove itself a pioneer in developing cutting-edge audiovisual technology, becoming the first major football league to integrate a camera with these features into its live broadcasts using a wireless link.

This kind of camera is normally used to record ‘extra’ content, such as the pre-match arrival of players and fans at the stadium, but until now  had not been used as an official camera to broadcast live match action. 

The large-sensor, mirrorless camera captures an image with a very shallow depth of field thanks to its 35mm sensor, thus achieving a very different result from other, more established broadcast cameras. The resulting blurred background video effect is very similar to ‘portrait mode’ photographs that can be taken with certain mobile phones.

In addition, it integrates a stabiliser support similar to that of steady-cam technology, providing a highly cinematic visual experience, comparable to the image quality of a video game.

This pioneering new initiative was tested for the first time during the Valencia CF vs CA Osasuna fixture on Matchday 19 and during FC Barcelona vs Athletic Club on Matchday 21. LaLiga fans around the world will have the opportunity to enjoy this realistic image quality  in selected matchday fixtures during the rest of the season.

“At LaLiga, we are constantly researching cutting-edge innovations and technological solutions that allow us to offer the best audiovisual product. To this end, we will continue developing and fine-tuning this new system to enhance the visual experience for our fans,” said Melcior Soler, Director of LaLiga’s Audiovisual Department.

Òscar Lago, responsible for LaLiga match production at MEDIAPRO, added: “We are committed to providing solutions that enhance our broadcasting quality and develop a product that is more visually appealing for LaLiga fans.”

Aramco Team Series And Ladies European Tour To Go Global

Saudi Arabia continues to make its presence felt on the global sporting stage by hosting some of the world’s most exciting new events, a trend which continues with the announcement of four fully-sanctioned Ladies European Tour (LET) tournaments set to take place in 2021.

The Aramco Team Series will be held in New York, London, Singapore and King Abdullah Economic City (near Jeddah), with each tournament carrying a USD$1 million prize fund.

The investment by Aramco, as the headline sponsor, along with Golf Saudi and the support of other Saudi partners makes Saudi Arabia one of the biggest backers of the women’s game in Europe today. The series is a significant step forward for both Saudi and women’s sport, and follows the hugely successful Aramco Saudi Ladies International, presented by the Public Investment Fund, at Saudi Arabia’s Royal Greens Golf and Country Club in November 2020.

His Excellency Yasir Al-Rumayyan, Chairman of the Saudi Golf Federation and Golf Saudi, said: “This is fantastic news for global sport, for women’s golf and for Saudi Arabia. Following the success of the Aramco Saudi Ladies International, we are committed to building the women’s game and promoting female participation in sport in Saudi Arabia. I hope this series inspires people of all cultures and backgrounds to take up the sport and generate enthusiasm for the great game of golf.”

The first of the four tournaments will take place in New York, followed by one in London and Singapore before culminating in a season finale at the Royal Greens and Country Club in Jeddah.

Ahmed A. Al-Subaey, Aramco Vice President of Marketing, Sales & Supply Planning, said: “Aramco played a leading role in bringing golf to Saudi Arabia and, through our support for women’s golf, we aim to advance gender equality and set the stage for future generations of female sports stars. It is another example of our commitment to diversity and inclusion, which is reflected in our many talented female employees, scientists and engineers. Our sponsorship of this golf series not only raises global awareness of our contribution in this field but will also promote positive values associated with the sport among communities in Saudi Arabia and around the world.”

The four tournaments sponsored by Aramco will form an important part of a record-breaking LET schedule, which is set to be announced in the coming weeks. Teams of four will compete in the tournaments, each one played over 54 holes. Captains will recruit one fellow Tour pro through a draft system similar to the NFL and NBA. Another Tour professional will be selected at random, while all teams will include one amateur player. Prize money for the winning team will be split between its three pro members.

Ladies European Tour CEO, Alexandra Armas, said: “Today marks the beginning of a new journey in the history of the Ladies European Tour. This brand new Aramco Team Series takes golf and the sport to a whole new level and I am incredibly excited by all four events. Last November, the LET made history in bringing the first-ever professional women’s golf event to Saudi Arabia, and this announcement only builds on that. By adding four new team events to our schedule for 2021, the Ladies European Tour will add a whole new dynamic for both the players competing and the spectators, taking golf to newly engaged audiences across the globe.”

IOC, IPC And Tokyo 2020 LOC Publish A Playbook For Safe Games

IOC, IPC and the Tokyo 2020 LOC have published a Playbook, a resource which outlines the personal responsibilities key stakeholders must take to play their role in ensuring a safe Olympic and Paralympic Games this summer.


The series of Playbooks provide a framework of basic principles that each key stakeholder group will follow before they travel to Japan, when entering Japan, during their time at the Games and when leaving the Games. They will provide direction and set parameters that will enable people and organisations to advance their planning at this stage. A preview of the Playbook for athletes was already given in a call with the Global Network of Athletes’ Commissions on Monday.

The first of this series of Playbooks is, for logistical reasons, aimed at International Federations and Technical Officials. Playbooks for the athletes, media and broadcasters will be published in the coming days. Accompanying the publication of each Playbook will be a series of briefings from the IOC, IPC and Tokyo 2020 with the stakeholders in question.

These Playbooks are the official, centralised source of information for the Olympic and Paralympic Games stakeholders, and the first versions will be updated with more detail over the coming months, as the global situation relating to COVID-19 becomes clearer ahead of the Games.

The Playbooks are the basis of our game plan to ensure that all Olympic and Paralympic Games participants and the people of Japan stay safe and healthy this summer. They have been developed jointly by Tokyo 2020, the IOC and the IPC. They are based on the extensive work of the All Partners Task Force, which also includes the World Health Organization, the Government of Japan, the Tokyo Metropolitan Government, independent experts and organisations from across the world, and the interim report published by the Three-Party Council in December 2020.

In addition, they also draw upon the lessons learned from the successful measures being implemented in other sectors, including the successful resumption of thousands of international sports events across the world. Each stakeholder group will have to follow specific guidelines tailored to their individual operational needs. However, in this first edition, stakeholders will find many of the standard and commonly accepted key health countermeasures currently being implemented around the globe relating to personal hygiene, testing and tracing.

The Playbooks also outline a typical journey for each stakeholder group, beginning with measures starting 14 days before arriving in Japan, testing before departure and upon arrival in the country, and the use of smartphone applications to report health and support contact tracing during Games time. Measures will also be in place to identify, isolate and treat any potential positive cases.

In the Athletes and Team Officials Playbook, for example, this stakeholder group will learn more about their time in the Olympic and Paralympic Village. There they will be subjected to strict control measures to ensure their safety. This will include limiting the amount of time athletes and support staff stay in the Village, restrictions on socialising outside the Village, their movement between official Games venues, and a COVID-19 screening system that will see athletes and support staff screened during the Games.

The measures outlined in the first version of the Playbooks will be gradually built on over the coming weeks, as and when circumstances change and subsequent decisions are made. Information will continue to be shared and updates to the Playbooks are expected by April and June, providing more details that will allow people to progress to the next stage of planning.

IOC Olympic Games Executive Director Christophe Dubi said: “The health and safety of everyone at the Olympic and Paralympic Games Tokyo 2020 are our top priority. We each have our part to play. That’s why these Playbooks have been created – with the rules that will make each and every one of us a sound, safe and active contributor to the Games. We know these Olympic Games will be different in a number of ways. For all Games participants, there will be some conditions and constraints that will require flexibility and understanding.

“We are providing the main directions at this stage, but naturally don’t have all the final details yet; an update will be published in the spring and may change as necessary even closer to the Games. We will make sure all the information needed is shared as quickly as possible to ensure we are fully prepared to protect all those coming to and residing in Japan during the Tokyo 2020 Games.”

He continued: “By committing to following the Playbooks we will be stronger together. In return, the Olympic and Paralympic Games Tokyo 2020 will be remembered as a historic moment for humanity, the Olympic Movement and all those contributing to their success.”

Craig Spence, the IPC’s Chief Brand and Communications Officer, said: “To ensure safe and successful Games this summer, every single stakeholder involved in, or attending the Games has a key role to play. Central to this are the Playbooks that form an integral part of a new and robust masterplan developed over the last 12 months to protect every Games stakeholder and, importantly, the people of Japan during Tokyo 2020.

“Since March 2020’s postponement we know much more about COVID-19, while the thousands of international sports events that have taken place safely over the last year have given us valuable learning experiences. Combining this new knowledge with existing know-how has enabled us to develop these Playbooks, which will be updated with greater detail ahead of the Games.”

Tokyo 2020 Games Delivery Officer Nakamura Hidemasa commented: “The COVID-19 pandemic has impacted the daily lives of people around the world, and the Olympic and Paralympic Games need to adapt accordingly. Safety and security have become everyone’s top priority, and this summer’s Games will be no different.

Accordingly, Tokyo 2020, the IOC and the IPC have jointly published individual Playbooks for each stakeholder outlining the rules that need to be followed by all Games participants. The Playbooks were created from the perspective of the participants themselves, based on the interim summary that was published at the Coordination Meeting for COVID-19 Countermeasures last December.

They include not only the specific measures that need to be taken, but also details of the rules that need to be observed and the appointment of a single person to oversee COVID-19 countermeasures in each stakeholder group to ensure effectiveness. The purpose of this first edition is to communicate ‘what we know at this time’ to a large number of people in an easy-to-understand manner. The Playbooks will be updated to the second edition this spring as the situation changes.

“Through careful communication we would like to ensure that everyone involved in the Games around the world is aware of our plans. We hope thereby to assure them that, if each and every one of them follows the rules when participating in the Games, they can be held in a safe and secure manner.

“We hope that daily life can return to normal as soon as possible, and we would like to express our gratitude to the medical professionals, essential workers and everyone else who is working hard to ensure this. In the meantime we will continue our preparations for ensuring a safe and secure Games in the spirit of ‘Safety will be the number one priority of the Olympic and Paralympic Games.”

Nike And NFL Commit $5m To Grow Girls Flag

Collaborating to inspire the next generation of female athletes, Nike announces a new grant initiative with the NFL that commits a total of $5 million in product to growing flag football within high school athletics.

This multi-year initiative will provide a one-time donation of up to $100,000 in product to state athletic associations that offer girls flag football as a high school sport or demonstrate progress by way of a pilot program beginning in 2021. First to receive the grant will be the state of Florida, which has promoted girls flag football for more than ten years and is the home state of the Tampa Bay Buccaneers.

Product will include flag football uniforms, socks and accessories such as sports bras, all of which will be distributed to each participating state’s governing interscholastic or athletic association at their discretion. At present, only six states sanction high school flag football for girls (Alaska, Arizona, Florida, Georgia, Nevada and New York), but financial support may help remove operational barriers so more states can introduce girls flag football programs.

“The expansion of girls flag football is essential to the growth of the game and preservation of the values it has contributed to society for decades,” says Troy Vincent, NFL Executive Vice President of Football Operations. “Girls flag demonstrates that football is for all, and the greater the participation, the stronger the game, and the more young women can build the transferrable skills football provides for achieving success in life.”

In addition to the grant initiative, Nike is evolving its 11-Online football training series to include a learning track specifically for flag football athletes. It will feature how-to drills with comprehensive training instruction, including team-building and leadership development. In addition, Nike’s Stronger Than One Series will launch a film focused on highlighting women and young girls who are blazing paths forward in football.

Electronic Arts Renews UEFA Deal

Electronic Arts announced a multiyear UEFA license extension, ensuring the pinnacle of club football remains exclusive to EA SPORTS.

EA is expanding football video game access through multiple in-development mobile offerings, and by broadening the PC free-to-download FIFA Online 4 title’s reach to potentially 80 million players in more than 15 new countries.

Additionally, the franchise will launch on Stadia for the first time when EA SPORTS FIFA 21 is available March 17 for Stadia.

This expansion builds on the continued growth and success of the EA SPORTS FIFA franchise. EA SPORTS FIFA 21 was the best-selling game in the United Kingdom in 2020, it is continually one of the most popular games worldwide, and the EA SPORTS FIFA franchise has now sold more than 325 million units over its lifetime. Additionally, there are more players playing EA SPORTS FIFA 21 than the eventual record-breaking EA SPORTS FIFA 20 at this point in their respective product cycles, illustrating fan interest continues to grow.

“Our vision is to create the most authentic, social and connected football experience by bringing our games to more devices, more countries and more fans around the world,” said DJ Jackson, VP, EA SPORTS Brand. “EA SPORTS continues to rapidly transform how fans consume sport, evolving football from a passive and scheduled experience to an interactive one, accessible at any time. This is the world’s game, and EA SPORTS is doing everything we can to further connect players, athletes, clubs and leagues and grow the love of football, globally.”

UEFA and EA SPORTS are two of the biggest names in global football, synonymous with innovation, competition, and a commitment to advancing the world’s game. To date, over 150 million minutes of UEFA Champions League football have been played in EA SPORTS FIFA games on console and PC.

The new license extension gives the EA SPORTS FIFA ecosystem exclusive rights to UEFA Champions League, as well as the UEFA Europa League and UEFA Super Cup. The partnership is also poised to help grow the eChampions League, an integral and important tournament within the EA SPORTS FIFA Global Series competitive gaming program.

To continue growing EA SPORTS FIFA fandom, providing players with more ways to play is paramount. The free-to-download FIFA Online 4 experience on PC, widely played in Asia, will be available for the first time in Russia, Poland, Turkey, and more, bringing the game to potentially tens of millions of passionate football fans. EA SPORTS FIFA 21 launches for Stadia on March 17 and will let players instantly play their favorite video games on screens they already own.

Mobile remains the most popular gaming platform in the world and EA SPORTS has six football experiences in the works ranging from authentic simulation to unique arcade formats offering new ways to play for everyone. More details on these diverse mobile football experiences will be announced at a later date.

EA SPORTS reaches players all around the globe, and in the past year introduced six new console and PC experiences, as well as ongoing live service offerings on PC and mobile. EA SPORTS franchises delivered sports entertainment to fans all around the world with an array of authentic, deep experiences that brought players closer to the sports, teams, and leagues that they love.

EPOS Expands Partnership With BLAST Premier

Esports tournament organiser BLAST Premier has agreed a partnership expansion with premium audio and device company EPOS for 2021.

Over the first year of the partnership both companies have worked together to help give esports fans a deeper appreciation and understanding of the vital role audio and communication plays in professional gaming.

The expanded partnership will see EPOS work with the tournament organiser to show the gaming community how audio holds the power to unleash the gaming experience, using broadcast segments and player activations to help raise awareness about how premium audio elevates the gaming experience for all gamers. Last month’s 2020 Global Final saw integrated stories of EPOS’ GTW 270 Series, true wireless earbuds, into BLAST Premier’s broadcast and social media channels.

The deal will ensure that EPOS will maintain a presence across BLAST Premier’s Counter-Strike tournament in 2021. EPOS’ branding will feature heavily across all seven CS:GO tournaments this year, including more branded content opportunities and a number of bespoke giveaways on offer. 

The partnership has become well known for its popular ‘Mic’D Up’ in-tournament activation that has risen to prominence during the online era while giving viewers valuable insight into how teams communicate in the heat of battle during BLAST Premier events. 

Fans all over the world get a unique insight into how elite players communicate during a match and are able to hear intense mid-match moments, banter and plays that might be pivotal for the win. During the online era fans have been yearning to feel closer to the action through ‘Mic’D Up’, and the recent animation series ‘Epics’ the partnership has been able to do exactly that. 

Leo Matlock, VP Commercial at BLAST, said: “This partnership has really helped bring to light the importance of audio and communication in the world of esports through engaging and informative content, insight and activations.. We are always thrilled when our partners renew and expand as it is testament to everyone’s hard work and collaboration.  As we  look toward our second year, we hope to continue to do this while looking to leverage BLAST Premier’s record-breaking global reach to help promote EPOS’ latest products.” 

Maja Sand-Grimnitz, Head of Global Marketing, Gaming at EPOS, said: “We are excited to continue our partnership with BLAST Premier. The first year of our partnership has brought attention to the importance of audio and communication at the highest level of competition.

BLAST Premier and EPOS have a great fit as premium brands in their respective areas, and we look forward to continuing to bring high quality engaging content to the fans.”