Shorts: IRIS Sport Media, Cambridge United, The British and Irish Lions

UK-headquartered sports advisory firm IRIS Sport Media has secured an extensive number of broadcast deals for DAZN across the African continent.

IRIS was recently appointed by DAZN to distribute media rights for the inaugural edition of the FIFA Club World Cup 2025.

The newly inaugurated tournament, featuring 32 of the world’s best clubs from Europe, Asia, North and South America, Africa and Oceania, kicks off on June 14 when David Beckham’s Inter Miami host recently crowned Egyptian Premier League champions Al Ahly in the first of 63 games played across 29 days.

Partnering with Marketing & Media Solutions (MMS) and PC Plus Group Holding, IRIS has secured so far sublicensing deals with 30 broadcasters in Sub-Saharan Africa, including SuperSport and StarTimes on English speaking Pan-African territories; in with New World TV on Pan African French-speaking territories, with Azam TV eight Eastern-African territories in English and Swahili, as well as Zap TV in Angola and Mozambique in Portuguese language.

In addition, through these deals free-to air coverage will be shown in 25 countries so far, including Ghana, Kenya, Nigeria and South Africa with SportyTV; Côte d’Ivoire (NCI); Senegal (RTS); Togo (New World TV); Mali (ORTM); and Guinea (RTG). DAZN will provide free-to-air coverage of the competition in every market globally, including across Africa.

IRIS also recently announced a number of broadcast deals in the Central American region.

Cambridge United have announced a two-year front-of-shirt sponsorship partnership with Seattle-based footwear and athletic apparel brand, Brooks.

Brooks will become the official front-of-shirt sponsor for the Men’s First Team, featuring on the U’s shirts for the 2025/26 and 2026/27 seasons.

The agreement also includes Brooks providing footwear to players and coaches to support their training and recovery routines.

Through this collaboration, Cambridge United and Brooks will work together on a variety of community-focused initiatives and activations aimed at inspiring people of all ages to lead active, healthy lifestyles. To kick off the partnership, Cambridge United Foundation will be launching a Run Club powered by Brooks, designed to engage fans and residents in regular running and fitness events. The initiative has underscored both organisations’ commitment to improving well-being through sport.

Neil Rowe, Head of Commercial at Cambridge United, said, “ With Cambridge United and its Foundation deeply committed to promoting health and well-being in our community, Brooks stood out as a partner to help amplify the impact of our work across the city.

“This is a deal for the Club that not only strengthens our commercial profile internationally but also aligns with our values on and off the pitch. Our thanks go to ma for their support in helping create a partnership which we’re excited to get up and running!”

The British & Irish Lions have supported LooseHeadz’s Hugby campaign by taking part in a pre-match activation at the Aviva Stadium ahead of the opening fixture of their 2025 tour.

Rugby mental health charity LooseHeadz has launched its Hugby campaign, with The British & Irish Lions participating in the initiative before their match against Argentina on Friday 20 June in Dublin. The moment took place immediately after the national anthem, encouraging players, fans and staff in the stadium to hug those around them as a gesture to reduce stigma around mental health in rugby.

The campaign, created by LooseHeadz, aims to replicate the symbolic actions seen in other sports, such as footballers taking the knee. It marks the beginning of a wider awareness drive under the message “Hug a mate and donate.”

Support for the campaign has also come from broadcaster Nick Mullins, who voiced the campaign video played in-stadium during the Hugby moment. The video is being shared across social platforms, where fans and players are also being encouraged to take part by posting their own Hugby moments, donating to LooseHeadz, and nominating others.

LooseHeadz was founded to address mental health in rugby and continues to campaign for greater awareness across all levels of the game. The 2025 British & Irish Lions tour, which began with the fixture in Dublin, is the first time the campaign has been activated at this scale.

Additionally, Patron Saint has been confirmed as an official supplier ahead of the Tour to Australia 2025. To mark the partnership, Patron Saint has launched its 1888 whisky, named after the year the Lions were founded.

Ascot Racecourse has seen a significant increase in ticket sales ahead of the 2025 Royal meeting.

The course has sold 15,000 more tickets compared to the previous year, even before the event has commenced.

This success comes shortly after a notable drop in attendance at the Derby day at Epsom.

Ascot is also on track to become net-debt free by the end of the year, having taken out a £200 million loan for its grandstand in 2005.

The course is celebrating 200 years of the Royal procession this year, a tradition that continues to be a major draw, benefiting from strong Royal patronage.

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