Shorts: DAZN, Premiership Rugby, The British & Irish Lions
DAZN has partnered with IMG to produce and distribute its English-language coverage of the FIFA Club World Cup 2025 in the UK and internationally.
IMG has served as the central production hub, providing facilities, technical infrastructure, and global content operations for the tournament.
DAZN has held the position of global broadcaster for the 2025 edition of the tournament, with coverage of all 63 matches available to viewers worldwide at no cost. The partnership has included the creation of more than 1,000 hours of programming, including pre- and post-match coverage and daily highlights shows. These productions have taken place at IMG’s virtual studios at Stockley Park.
In addition to production, IMG has managed DAZN’s global content operations for the event. This has involved overseeing central editing, graphics, and the distribution of content such as interviews, press conferences, features, and highlights to DAZN’s markets, publishing partners, sublicensees, and football clubs.
The 2025 FIFA Club World Cup, expanded to include 32 teams, has marked the first time the tournament has been hosted in the United States, running from 15th June to 13th July.
Pete Oliver, CEO of Growth Markets at DAZN, said, “The fan is at the centre of everything DAZN does and with a tournament as global as the FIFA Club World Cup, and with our ambition to make it the largest, most accessible competition ever, we wanted to collaborate with partners who matched our values and ambitions.
“Working with IMG to produce our UK and ROW feed at a facility as cutting-edge as Stockley Park, will allow us to deliver the best product to fans around the world”.
James Clement, SVP, Tech and Operations, Studios, IMG, added, “The FIFA Club World Cup 2025 is the biggest stage in international club football this summer and we’re excited to help DAZN bring the tournament to fans’ screens all over the world.
“Our state-of the art facilities and technical expertise allow DAZN and its international broadcast partners to seamlessly deliver quality programming and elevate the viewer experience as their favourite teams battle it out for the title.”
Premiership Rugby has partnered with action camera brand GoPro to provide fans with new perspectives at the Gallagher Premiership Rugby Final 2025.
GoPro cameras will be used throughout Allianz Stadium, Twickenham, capturing behind-the-scenes and on-the-ground content from the sold-out season finale. Footage will include player warm-ups, tunnel walks, sideline intensity, and fan reactions, aiming to place supporters at the centre of the event.
The partnership includes GoPro content stations, mounted cameras for pre-match rituals and celebrations, social video drops across Premiership Rugby and GoPro’s digital channels, and a “GoPro Rugby Cam” highlight reel.
Kelly Cooke, Commercial Director at Premiership Rugby, said, “We’re always looking for new ways to bring fans into the game. Partnering with GoPro allows us to share the energy, emotion, and athleticism of the Final.”
Rick Loughery, Senior Vice President of Global Marketing for GoPro, said, “We are excited to be working with Premiership Rugby. With GoPro’s MAX360 and HERO13 cameras around the stadium we will be able to bring perspectives that immerse the fans into that match.”
World Rugby and the British & Irish Lions have partnered with the RugbyPass App to make it the designated digital home for the British & Irish Lions Tour to Australia in 2025.
This collaboration has created a central digital destination for fans globally.
The RugbyPass App offers access to news, a match centre, stats, and video content. The partnership will also see World Rugby and the British & Irish Lions co-create exclusive behind-the-scenes social content and original programming via Lions Productions in partnership with World Rugby Studios.
This partnership has also marked a step in World Rugby’s digital growth strategy ahead of the men’s and women’s Rugby World Cups in Australia in 2027 and 2029.
Ben Calveley, CEO, British & Irish Lions, said, “The Lions are all about creating unforgettable memories and connecting with fans across the world. Partnering with World Rugby and RugbyPass allows us to deliver that mission in a more powerful and engaging way through digital innovation and world-class content.”
Alan Gilpin, Chief Executive Officer, World Rugby, said, “This collaboration represents a bold and exciting step in how we engage rugby fans. By combining World Rugby’s social and digital expertise with the iconic status of the British and Irish Lions, we are creating a dynamic, interactive platform that brings fans closer to the action – and to each other – than ever before.”
UK sportsbook and casino Midnite has sponsored Channel 5’s coverage of the FIFA Club World Cup.
Channel 5 will air 23 of the 63 matches taking place at the tournament.
The sponsorship includes Midnite’s brand featuring across Channel 5’s live match coverage and the daily magazine show The Press, presented by James Allcott and Julien Laurens. The brand will also be visible on Channel 5’s streaming service, YouTube highlights, and social media content.
This partnership follows other recent activities for Midnite, including sponsorship of the 2025 World Snooker Championship and the launch of its first TV advertising campaign.
The FIFA Club World Cup brings together 32 club sides from 20 countries. Clubs competing include Chelsea and Manchester City from the UK, as well as Real Madrid, Paris Saint-Germain, Inter Milan, Bayern Munich, Inter Miami, and Boca Juniors.
Channel 5 has confirmed it will provide live coverage of 15 group stage matches, four round-of-16 matches, two quarter-finals, one semi-final, and the final.
Andrew Mook, Head Of Brand Marketing at Midnite, said, “We’re thrilled to sponsor 5’s coverage of the FIFA Club World Cup and to bring fans even closer to the biggest football event of the summer.
“At Midnite, we’re all about connecting our players with the games they love and this high-profile sponsorship is a perfect way to showcase what we do best. It’s another important step in our brand exposure strategy, with plenty more exciting activities on the horizon.”
Soccer Aid for UNICEF has partnered with Swiss watch brand NORQAIN.
The organisation has become the official timekeeper for the world’s biggest charity football match, held at Old Trafford in Manchester.
To mark the collaboration, NORQAIN has unveiled a unique timepiece, the Wild ONE of 1 Soccer Aid Limited Edition. All proceeds generated from the sale of this singular watch will be donated directly to UNICEF, supporting vulnerable children globally.
The watch features a case where the top part has been forged from solid 18ct red gold, while the bottom half was crafted from NORTEQ, NORQAIN’s proprietary carbon fibre composite.
The timepiece houses the NORQAIN Calibre NB08S, a COSC-certified mechanical automatic skeleton movement. The case back has been engraved with the Soccer Aid logo and the exclusive ONE of 1 marking.
Former Royal Marine Commando Mitch Hutchcraft has joined Athlete Media Group
Hutchcraft has joined Athlete Media Group to share his experiences with businesses, schools, and the media.
His talks, panel Q&A’s, workshops, and one-to-one sessions focus on themes including resilience, channelling adversity into power, and how mindset and positivity can help individuals go beyond perceived limits.
Hutchcraft is also hoping to raise £500,000 for SavSim, a London-based wildlife conservation charity that uses animals and nature to provide mental health support to military veterans.
