Shorts: Brentford, Lta, Extreme E

Premier League football club Brentford has announced a partnership with Genius Sports to provide data-driven highlights for fans. 

As per the agreement, London-based sports data and technology company Genius Sports will provide data-driven highlights for Brentford fans in venue and across social media. 

As a first in the Premier League, fans will be able to see in-game replays with augmented highlights including shot speeds, shot trails, player names and pitch maps. 

Steve Watts, Marketing Services Director, Brentford FC, commented “Everything we do at Brentford is through a fan-first perspective. Whilst we rate highly for matchday experience, we are always looking at ways we can improve and add something a little different when attending a game at the Gtech.  

“As a club that owes much to a data-driven approach, we wanted to meet the appetite for fans who are also extremely interested in this aspect of the game. We think the additional analysis will be enjoyed by the majority of fans whether attending in person or post-match on socials.” 

The LTA has announced water filter technology company Brita as its official water partner. 

The partnership will see Brita provide water to ATP and WTA events across the country via Brita dispensers and refillable bottles to players, officials, and ticket holders. 

The LTA states that by bringing Brita- filtered water to the LTA’s major events in 2024, the organisation continues ‘to follow its environmental sustainability plan by aiming to remove all single- use plastic water bottles.’ 

Scott Lloyd, LTA Chief Executive said, ‘Environmental changes are impacting tennis at all levels and it’s vital we all play our part to secure the sport for future generations.  

“We are delighted to have BRITA on board, the first ever non-single-use water brand to sponsor tennis in Britain, with this partnership demonstrating the viability of sustainable alternatives for major sporting events and, by taking a huge stride towards eliminating single-use plastic from our events, underlining the LTA’s ambition to be a leader in sport for sustainability.’ 

Extreme E has published its third sustainability report in collaboration with its official sustainability partner EY. 

The season 3 sustainability report reveals there has been an 8.2% fall in overall carbon footprint, as the all-electric motor racing series maintains its carbon- neutral status. 

The report also reveals the average female-male performance gap closed by 51% since season 1, with the average gap now being just 1.5 seconds. 

Dr. Matthew Bell, Global Climate Change and Sustainability Services Leader, EY said, “Extreme E remains a powerful example of how a business can be successfully reimagined as a more sustainable model. Reflecting on the Season 3 report. 

“I am thrilled that EY will continue as Extreme E’s official sustainability partner. EY teams’ knowledge, capabilities and insight around climate change and sustainability, linked with Extreme E’s passion to constantly create lasting impact, means that this collaboration is underpinned by a strong sense of shared purpose.  

“Ultimately, the report shows that the racing series is going from strength to strength, with its carbon footprint falling. This serves the broader ambition of promoting awareness around the planet’s climate crisis and leaving a more sustainable future for tomorrow’s generation.”