Press Review - February 2023

Formula One and Tottenham Hotspur Football Club sign 15-year partnership 

Formula One announced on February the 28th that it has entered into a 15-year partnership with Tottenham Hotspur Football Club. The agreement includes the construction of a karting circuit under the Premier League team's new 63 000 seat stadium.

  This track will become the longest indoor track in London and the only one of its kind in Europe. With its National Karting Association accreditation, it will have the potential to host future karting championship races. “Since building this stadium our ambition has always been to see how far we can push the boundaries in delivering world-class experiences that will attract people from around the world all year round. We have been able to bring the biggest names in sport and entertainment to London N17. We are extremely excited about what this long-term partnership with F1 will bring for our global, national, and local communities”, Tottenham Chairman Daniel Levy said.

  This agreement will also focus on environmental responsibility: Formula One’s commitment to be Net Zero Carbon by 2030 matches Tottenham Hotspur’s targets as a signatory of the UN Sports for Climate Action Framework. Stefano Domenicali, President and CEO of Formula One, said: “As we continue to grow our sport, partnering with world renowned brands like Tottenham Hotspur allows us to take Formula 1 and motorsport to new and more diverse audiences. The karting experience will be a destination and place that families, friends, and aspiring drivers from all over the world will want to visit and enjoy, engaging new audiences and offering an accessible entry point to the world of motorsport. Our two brands have a shared vision to create life-changing career opportunities, promote diversity and inclusion, such as through the recently announced F1 Academy, and driving environmental sustainability – our innovative partnership will bring all of this to life”.

Catawiki becomes AS Monaco’s collectibles’ auction partner

L'AS Monaco has announced, on February the 22nd, a partnership with Catawiki, a leading auction platform for special and collectible items.

  This deal will allow fans of AS Monaco to acquire shirts, balls, and other match-related items, most of which have been worn and are signed by the players. “We are delighted to welcome Catawiki to the family of AS Monaco’s partners. Thanks to this collaboration, we will give all our supporters the opportunity to treat themselves to unique collector’s items and exclusive products related to the club”, Adrien Zannettacci, Sponsorship Director of AS Monaco, said.

  For the start of their collaboration, the two partners have launched a first auction with the jerseys of the starting eleven Monaco players for the match against Paris Saint-Germain, played on February the 11th. The proceeds were given to Fondation Flavien, a childhood cancer fighting organisation that both clubs support.

  "This partnership is of strategic importance to Catawiki as it addresses the growing demand for sports memorabilia [...] in the last year alone, the category has grown by more than 25% globally", Geneviève Tearle, Vice President of Collectibles at Catawik, said. The Amsterdam-based company, which employs 750 people worldwide, is already well established in the sports sector. Its partners include the Team Jumbo Visma cycling team (winner of the 2022 Tour de France), and world marathon record holder Eliud Kipchoge.

CVC fund to invest in women's tennis circuit via WTA

The investment fund CVC, which is already involved in football, rugby, Formula One, and cricket, is to invest in the women's tennis circuit, WTA announced on March the 7th. According to the New York Times, the deal amounts to $150 million.

  The main purpose of this is to “further elevate the profile of women’s tennis and to accelerate commercial growth for the benefit of the fans, players, tournaments, and other stakeholders in the game”, CVC says in a press release. Providing fans with more access to the sport, building player profiles, and investing in digital platforms and commercial capabilities are the core levers CVC and WTA are joining forces on.

   I am excited for the next chapter of the WTA whose future will continue to push the growth of women’s professional tennis. It is truly fitting that we are celebrating 50 years of the WTA alongside the introduction of this landmark and historic opportunity. This partnership with CVC brings experience, a network and capital to move our sport to the next level, embracing the ambition of our founding members, urging women’s tennis beyond its barriers and pioneering new standards for a more equitable and valuable sport”, Steve Simon, WTA Chairman and CEO, stated.

  Tennis is the number 1 professional women’s sport in the world, with a huge fan base and commercial opportunity. WTA and CVC will work together to innovate, grow fan engagement, and the revenues of the WTA, which we can then reinvest back into the game. We could not be more excited to be supporting women’s tennis and look forward to working closely together with the WTA to grow the sport globally, in collaboration with the players, tournaments and other stakeholders in the sport”, Gemma Wright, CVC Senior Managing Director in the Media & Entertainment team, added.

Scottish Football Marketing created as the new hub of Scottish football

The Scottish FA, Scottish Professional Football League, and Scottish Women’s Premier League announced, on March the 9th, the creation of Scottish Football Marketing. The three organizations described the new venture as a "centralized commercial hub to revolutionize the promotion and marketing of the national game in Scotland."

  Increasing revenues from data collection, sponsorship, and licensing is the main purpose of this new joint venture that will be based at Hampden Park, coming under the three bodies, with the purpose of developing a unified brand for Scottish football. We have seen similar models work well in football and across sport and entertainment and want to make sure Scottish football is as attractive as possible to fans of all ages, with an offering that will be attractive to new sponsors and partners”, Ian Maxwell, Scottish FA Chief Executive, said.

  That model, bringing together the considerable resources, skills, and energy of the entire sport, showed how much more we can achieve when we all pull together. The SPFL recently announced record turnover and record fees returned to our 42 clubs. The creation of Scottish Football Marketing gives the game a major strategic advantage in developing new and attractive commercial propositions which will, in turn, further increase revenues for the benefit of fans and clubs alike”, Neil Doncaster, SPFL Chief Executive adds.

  The SWPL has come a long way in a very short space of time, and underpinning this early progress has been a culture of collaboration across SWPL clubs, the SPFL, and the Scottish FA. In our first season of existence, we have already created record-breaking partnerships with Sky Sports, BBC Scotland, BBC ALBA and Mitre. Scottish Football Marketing is an innovative and exciting development for Scottish football and our involvement will further strengthen elite women’s football in Scotland – and accelerate the growth of the women’s game in this country”, Fiona McIntyre, the SWPL’s Managing Director, underlined.

Premier League’s clubs’ shirts to consider kit rebrand for next season

Next season Premier League’s clubs’ shirts will feature a newly-designed font and embellishments. In this fourth ever redesign in its history, the Premier League has worked with Avery Dennison, its official name, number, and sleeve badge supplier since 2019.

  In a statement released on March the 14th, the Premier League has announced that the changes will include an increase in the number height and the integration of the Premier League's unique graphic pattern to ensure increased visibility and more impact both on and off the pitch. In addition, “the Premier League sleeve badge has been redesigned for the upcoming season to a standalone iconic Premier League lion. This design will be replicated in gold for the "Champions" badge worn by the 2022/23 season's title-winning team”, the press release adds.

  "We wanted to work closely with Avery Dennison, using their expertise and experience to create new names and numbers which were not only clearer for those watching matches in stadiums or at home, but which also incorporated the Premier League brand more readily. The names and numbers have become part of the fabric of the Premier League. For fans, having the name and number of a favorite player, their own name or even a personal message helps to bring them closer to the competition and their favorite clubs”, Will Brass, Chief Commercial Officer at the Premier League, said.

  The Premier League said the names, numbers, and sleeve badges will be produced at Avery Dennison’s factory in Western Norway, “powered by renewable energy from a nearby glacier” and using a digital process “to ensure minimal waste”. "The request was for the new design to be an evolution rather than a revolution. With many components to be considered, such as legibility, durability and readability, we also needed to keep sight of the Premier League branding. Through everything, we wanted to ensure that what we put on the pitch keeps the fans in the stadium and watching at home at the heart of it", Simon Allen, EU aftermarket commercial director, Apparel Solutions, Avery Dennison, said.