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  • Writer's pictureRebecca Derrick

SportAZ holiday wrap-up

OK, I don’t know about you but the fact we are about to enter September boggles the brain. Perhaps it’s the finishing maternity leave, introducing Frankie to nursery, a new job, new people to meet, immunisations, husbands new job, avoiding Covid, visitors…yea so it’s been a busy one and that was just August. I realised I was quickly falling behind what was going on in the world of sport - even with seven newsletters hitting my inbox each morning, I was finding it harder-and-harder to absorb the info. You may have noticed my LinkedIn posts were less frequent (I also blame their infuriating new algorithm), my SportAZ posts few-and-far-between and my passion waning. Well worry not, now you know why. But Frankie is settled, work is so exciting that my creative juices are overflowing and the sport business industry is as busy as ever.

So where am I going? Whilst I was catching myself up on the last month of action, I started noting down the very best of the industry news to compile and share with you; in case you’re in the same boat.

Noted in digestible points with links to full articles, here is the inaugural SportAZ Holiday Wrap-up:


  • Audi x Sky Sports: Audi becomes Sky Sports first ever innovation partner with the first activation being the Power Meter

  • Emirates x World Rugby: Emirates renews its partnership for the next two men’s Rugby World Cups, providing passengers with the opportunity to watch games live, in air and a focus on up-skilling and developing World Rugby officials

  • Ally x NWSL x CBS: Tech firm and lead sponsor of the NWSL, Ally tech company has upped its media spend purely so CBS will show the NWSL finale in a primetime slot

  • Ineos x Rugby: Hot off their NZ Rugby sponsorship, Ineos has agreed to sponsor the RWC21

  • Gatorade x Serena Williams x Beyonce: Beyonce narrating a story of the GOAT, Serena. Can it get much better? A brilliant confirmation of Gatorade’s commitment to women’s sport. Love means everything

  • Federer x Barilla Group: Everyone loves a heartfelt story and this was just what we needed. Brilliant of Federer keeping his promise to Zizou and Barilla for making it happen

  • Pepsi x Gametime Fridge: Never miss a second of live sport again (except maybe for the loo) with Pepsi’s newest activation, just in time for the new NFL season.


  • Audi x Formula 1: After years of whispers, Audi confirms they’ll enter Formula 1 in 2026, largely because of their work to becoming sustainable by 2025

  • Nike x grassroots sport: As Mandela once said, sport has the power to change the world and after this summer of sport, the importance of grassroots sport and play has never been more prominent. Nike’s new campaign, Never Done Playing reinforces this nicely

  • Laureus x SportsProMedia: Together, these brands have created the Sport For Good Index - an annual list of the brands that are leading the way in delivering positive social or ecological impact through sport and their Playbook launched this year, which aims to equip companies of all kinds with an essential toolkit as they embark on their sport for good journeys

  • WNBA x people!: The WNBA saw a 16% increase in viewership, the largest audience in 14 years!

  • Stadiums x renovations: Both and Toronto Blue Jays have announced HUGE multi-million dollar refurbishments of their stadiums, bringing the latest in experience, hospitality and engagement

  • Las Vegas Raiders x Season Ticket Holder unboxing: This needs no blurb. Just watch. Oh my.

  • Nike x wellbeing: For a week in August, Nike shut down. To give their employees a much needed break to recharge. Vital for everyone

  • Mercedes AMG F1 x Net Zero: Mercedes AMG F1 are ahead of their Net Zero ambitions, exceeding their carbon savings. The F1 team has promised to be Net Zero by 2030, using the latest sustainable fuel

  • Man U x Foxtons: OK this isn’t true but Manchester United has had a few offers for stakes in the team and also full buy outs. Even with their on-field performance lagging, their brand remains one of the highest valued in any sport franchise. Dollars at the ready!

  • Dallas Cowboys x MOOLAH: Dallas Cowboys remains the richest sports franchise in the world, now valued at a whopping $8 billion. And they haven’t won a major championship since 1995!


  • Lewis Hamilton x Denver Broncos: Lewis Hamilton has become part-owner in the NFL team, Denver Broncos. Just another indicator of Lewis’ life after F1 but also, in the power of the celeb in growing sports teams brands

  • Chloe Kelly x Land Rover: Whilst we all thought it would be a sports bra sponsorship first, Euro’s winning-goal scorer Chloe Kelly has inked a reported £2m deal with Land Rover!

  • Patrick Mahomes x Fortnite: The popular quarterback has just released brand new outfits, accessories and competitions on the popular game. And it looks pretty cool

  • Tom Brady x recognition: Can you believe it’s only since returning from retirement that Tom Brady - GOAT NFL quarterback - is only now the highest earner in the NFL?! Wild

  • Federer x Federer brand: Even without stepping foot on the court in the past year, Federer has come out on top as the highest earning tennis player. His brand value pushes beyond his form.

Power Moves

  • Rory x Tiger: Power move, power team. In response to the divisive LIV Gold, Rory McIlroy and Tiger Woods have joined forces to not only launch the newest golf league - TGL - but also TMRW Sports - a company concentrating on ‘technology-focused ventures in sport, media and entertainment’

  • Serena Williams x being a mum: The biggest shock of the year, Serena WIlliams announced her retirement from tennis to focus on being a mum, being with her family and starting her own ventures. Huge

  • San Diego Wave FC x selling out: They did it - San Diego Wave FC broke the NWSL attendance record for a single game with over 27,000 tickets sold for its season opener

  • MLB x London: After an incredible inaugural tour, MLB has announced it will return to the UK for two games, at its home-away-from-home, London Stadium

  • Women’s football x commercial greatness: After a stellar Euro’s tournament, it’s estimated that Women’s European Football could exceed €686m in commercial partnerships

  • LA Lakers x UCLA Hospital: To mark the late and great Kobe Bryant’s birthday, LA Lakers gave gifts to all babies born on the 23rd of August including a card, baby onesie and merch for the parents.

Foul Play

  • DAZN x Betting: So disappointed to see DAZN launch DAZN Bet, using the UK as its beta testing country, likely due to the huge betting problem audience that exists already.

Really hope this helped you as much as it did me!

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