Shorts: EFL, Lancashire Cricket, Super League Basketball

Sports data and technology company Stats Perform has secured a multi-year media rights partnership with the English Football League (EFL).

Beginning with the 2024/2025 season, Stats Perform will serve as the official international live streaming provider for licensed sports betting operators across the EFL Championship, League One and League Two.

This agreement grants Stats Perform exclusive rights to distribute a selection of EFL matches to licensed bookmakers outside of the UK and the US via its Bet LiveStreams platform.

Stats Perform will also leverage its live streaming technology and Opta data to enhance the betting experience, offering advanced features that make watching and wagering more engaging and informative.

Ben Wright, Chief Commercial Officer at the EFL said, “We are delighted to partner with a highly trusted global leader in sports AI and technology and the pioneer in live streaming for betting”

Andrew Ashenden, Chief Betting Officer at Stats Perform, said, “This agreement underscores our commitment to helping our licensed sportsbook partners provide the most trusted and entertaining sports betting experiences to their customers.

The EFL’s rich history and passionate fanbase make it an ideal addition to their services.”

Lancashire Cricket has appointed Justine Hewitt as the club’s new Operations Director at Old Trafford.

Hewitt joins from Leicester City, where she had served as Head of Operations since April 2020. With more than two decades of experience in the stadium safety and event management industry, Hewitt previously spent a decade as Operations Director at Wasps Rugby.

In addition to Hewitt’s appointment, Lancashire Cricket has also hired Scott Tyldesley as Head of Safety and Resilience.

Daniel Gidney, Lancashire Cricket’s Chief Executive said, “Justine brings a wealth of relevant stadium and event management experience to Lancashire Cricket, and she will add further focus to continuing to enhance the all-round guest experience for members, supporters and event goers who attend Old Trafford throughout the year.”

Justine Hewitt, added, “I am hugely excited to join the Red Rose family and to start work at one of world cricket’s most historic venues, Emirates Old Trafford.”

US-based Sherwood Family Investment Office has acquired rights to the Manchester basketball franchise for both the men and women’s professional teams.

The British Basketball League (BBL) took control of the club after it entered administration last year.

The men’s franchise will now compete in the new Super League Basketball (SLB) division when it launches later this year, whilst the women’s side will continue to play in their elite competition.

SLB has meanwhile confirmed the nine teams that will take part in its inaugural season, which starts in September.

The league will feature the new Manchester outfit, as well as the Bristol Flyers, Caledonia Gladiators, Cheshire Phoenix, Leicester Riders, London Lions, Newcastle Eagles, Sheffield Sharks and the Surrey 89ers.

The new Manchester franchise, led by Pierson, welcomes back the club’s former Operation’s Manager and highly decorated women’s player Dominique Allen, in a promoted role as Head of Operations.

Ned Sherwood, Chief Executive Officer at Sherwood Family Investment said, “We are thrilled to be a part of this exciting turning point in professional basketball in Great Britain.

The goal over my career has been to find or build high-quality businesses with top-level management teams. We look forward to developing a sustainable, elite franchise for Manchester.”  

Ben Pierson, President at Sherwood Family Investment Office, added, “We aim to bring the Manchester franchise back to the level it belongs – competing for trophies for the city.

It is imperative that we restore stability throughout the franchise and grow our partnerships throughout the community.”

Stay up to date with the world of sports business by subscribing to the Sport Industry Daily.