Shorts: LIV Golf, The FA, IRIS Sport Media
LIV Golf has partnered with Salesforce, bringing Salesforce’s Agentforce digital labour platform to the golf league.
The collaboration has been agreed to help LIV Golf scale its global business infrastructure and operations with AI agents to enhance fan engagement, player experience, broadcast innovation, and business operations.
Leveraging Salesforce technology, LIV Golf will embed AI to supercharge fan engagement through ‘The Fan Caddie’, an immersive second screen experience within the LIV mobile app.
This will provide fans with tailored real-time updates, shot-by-shot breakdowns, player stats, support for ticket and merchandise requests, and recommended content. AI will also enhance broadcasts and digital content in real time via ‘The Agent Caddie’, delivering predictive shot outcomes, optimal strategies, contextual stats, and narrative cues.
Agentforce is also set to optimise tournament operations and sponsorship, assisting with equipment logistics, staff coordination, audience segmentation, sponsorship alignment, and impact reporting.
Bryson DeChambeau, Crushers GC Captain, said, “We are excited about a long, impactful future ahead for LIV Golf, buoyed by our ability to welcome and engage a broader, more diverse global audience.
“We are proud to welcome Salesforce into our growing family of partners, who will help us reimagine and amplify the golf experience through our shared goals of making the game more connected, inclusive and innovative.”
The Football Association (FA) and Football Association of Wales (FA Wales) have partnered to raise the standards of healthcare professionals taking part in football.
The FA’s medical pathway has historically offered learners various opportunities to develop their medical skills for emergency situations in football.
These courses have been led by FA medical tutors and have predominantly taken place at St. George’s Park, with some regional delivery in professional clubs.
Now, with the addition of FA Wales, the governing body has been able to deliver the course at universities in Wales.
The partnership has also provided the framework for delivery within English universities, helping to reach more learners than ever before.
IRIS Sport Media, the UK-headquartered sports advisory firm appointed by DAZN to distribute media rights for the inaugural edition of the FIFA Club World Cup 2025, has secured a number of broadcast deals across Central America.
IRIS has secured deals in Costa Rica (Teletica); El Salvador (Canal 4 TCS); Guatemala (TV Azteca); Honduras (Televicentro); Nicaragua (Canal 13); and Panama (Next TV) for the newly imagined tournament, featuring 32 of the world’s best clubs from Europe, Asia, North and South America, Africa and Oceania.
DAZN, the sports streaming platform with more than 300 million viewers and a presence in over 200 markets worldwide, was awarded the global media rights to the FIFA Club World Cup in December 2024.
The 2025 edition of the FIFA Club World Cup marks the newest version of the annual club competition managed by FIFA. In total, 63 matches will be played over 29 days in twelve venues in the US, with the final being held on 13 July at New York/New Jersey’s MetLife Stadium to crown the 2025 Club World Cup champions.
The 32 teams will play in eight groups of four teams in a single game round-robin format. The top two teams per group progress to the round of 16 knockout stage.
Essex Cricket has appointed Achilleus Security as its official security partner in a two-year agreement starting from the 2025 season.
The London-based security company has taken on responsibility for stewarding and crowd management at the Ambassador Cruise Line Ground in Chelmsford. As part of the deal, the River Stand at the Sir Alastair Cook End has been renamed the Achilleus Security River Stand.
Achilleus Security has provided licensed security services to a range of UK venues, including Premier League and Championship football clubs, as well as other sports stadiums, train stations, music festivals and entertainment sites. Its services include SIA-accredited security guards and door supervisors, NVQ-qualified safety stewards, drone surveillance, CCTV operators, and canine units.
The partnership has come as spectator safety remains a central focus across domestic sport.
The ECB’s recent introduction of stricter in-stadium policies, such as increased bag searches and reporting protocols, has underlined the importance of professional crowd management across all levels of the game.
TravisMathew has become the official apparel partner of Elevate Golf 2025, which will take place in the final week of October.
The brand’s team will be present during the event in Scotland, providing attendees with the opportunity between meetings to chat with them.
Renowned for its apparel and fabrications, TravisMathew offers curated fashion ranges and product assortments. Designed with the modern golfer in mind, the brand delivers a versatile collection that balances lifestyle appeal with functional aspects.
With a growing presence at golf resorts and clubs, including as an official partner of St Andrews Links, TravisMathew has established itself as a brand for golfers seeking comfort, innovation, and understated elegance on and off the course.
Leanne Thorpe, general manager of Elevate Golf, said, “We are delighted to be able to announce TravisMathew as our official apparel partner for Elevate Golf 2025.
“As a name within the golf apparel marketplace, TravisMathew aligns with Elevate Golf. We would encourage all attending to take time out from their busy schedules to speak with the brand’s team.”
Yorkshire-based protein milk brand SuperNutrio has been named as the official protein milk of the AJ Bell Great North Run 2025.
This has marked SuperNutrio’s first major sponsorship deal since its launch in September last year.
The brand’s contribution to the event, which is scheduled to take place on Sunday, 7th September, will have included hosting event village activations and providing samples of its high-protein cow’s milk product.
The milk is produced by filtering two litres of standard cow’s milk into one litre of nutrient-rich milk, and is claimed to have double the protein, and 80 per cent more calcium, compared to standard cow’s milk.
SuperNutrio is offering guaranteed entry to the AJ Bell Great North Run 2025.
Mercury 13 has appointed Wasserman as its global rights sales team.
This strategic partnership has seen The Collective take the lead on commercial efforts across Mercury 13’s growing portfolio of women’s football clubs, starting with F.C. Como Women in Italy.
Together, Mercury 13 and The Collective are aiming to redefine how brands engage with women’s football, unlocking commercial value, global visibility, and long-term growth by connecting with women football fans.
Wasserman and The Collective will serve as the exclusive global sales team for Mercury 13, tasked with building bespoke, purpose-driven sponsorship and brand partnerships across the group’s clubs, assets, and athletes.
The effort is powered by The Collective’s expertise in investing in women, paired with Wasserman’s global reach and market intelligence.
Victoire Cogevina Reynal, Co-CEO and Co-Founder of Mercury 13, said, “The women’s game is at a tipping point and Mercury 13 is building for the next decade of super clubs, not just the next season.
“By partnering with The Collective and Wasserman, we’re not only accessing a world-class commercial engine, we’re aligning with a team that shares our belief in the power and potential of women’s football.”
Topps, the trading card brand of Fanatics Collectibles, has announced its new official UEFA Women’s EURO 2025 sticker collection.
Ex-England international Jill Scott has been named as an official brand ambassador for the collection.
In her role as Topps ambassador, Jill Scott has appeared at the Fanatics Collectibles store to officially launch the collection.
The sticker collection is now available to buy across the UK.
Content filmed at the Fanatics Collectibles store has shown Jill Scott filling out her own sticker album.
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