Shorts: World Snooker, Havas Play, Anthony Joshua
Matchroom’s Barry Hearn has stated the World Snooker Championship will leave Sheffield’s Crucible Theatre after its contract expires in 2027.
The current deal concludes in two years, and Hearn described the 980-seat theatre, which has hosted snooker’s premier event since 1977, as “no longer fit for purpose”.
Hearn is central to negotiations and expressed that World Snooker Tour ideally wishes to remain in Sheffield, but stressed the need for commitment from Sheffield City Council or central government regarding facilities.
The potential move is driven by the desire for modern facilities and increased financial returns to fund larger player prize money, drawing comparisons with Matchroom’s successful darts circuit where prize funds significantly exceed those in snooker. The 2025 world snooker champion is set to receive £500,000, compared to £1m for the PDC world darts champion.
Barry Hearn, President, Matchroom Sport, said, “No. It’s black and white: we love the Crucible, we love Sheffield, but the Crucible and Sheffield have got to love us.”
Havas Play UK has expanded its management team with the promotion of Charlie Hugill and the hiring of Tom D’Arcy and Karl Newman.
The additions of D’Arcy and Newman bolster Havas Play’s UK management team, readying the network for its next phase of growth.
Hugill first joined Havas in 2014, returning in 2021 as Live Experience Director before becoming Managing Partner in 2024. With 15 years of brand experience, she has worked with clients including Aston Martin F1, PUMA, JD Sports and JBL.
Tom D’Arcy joins Havas Play as managing partner, bringing over a decade of experience across agencies, in-house sports marketing and rightsholder. His career includes seven years at CSM Sport & Entertainment (now Wasserman) where he managed global sponsorship activations with brands such as Unilever, Betfair and Hisense, as well as McCann and VCCP. At Havas Play, D’Arcy will lead partnership strategy and activation across all EE Home Nations partners and BAFTA.
Karl Newman joins Havas Play as managing partner, previously having led the UK content division of Publicis Media, scaling it to nearly 90 specialists and evolving the offer to encompass influencer marketing, social content, and tech integration.
Lucy Basden-Smith, Havas Play UK, Managing Director, said, “Thanks to a flurry of projects, wins and retentions since launching in 2023, we’re ready for our next phase of growth with expert talent leading our teams. In Charlie, Tom and Karl, we are capable of building brilliant integrated campaigns that help clients play meaningfully in culture.”
Lucozade Alert has launched a special edition drink in collaboration with boxer Anthony Joshua.
The launch campaign, led by Lucozade’s UK social media agency We Are Social Sport, reimagines the office environment as a boxing ring. The hero video juxtaposes Joshua’s ring walk with an office worker addressing the afternoon slump. As Joshua prepares to enter the ring, the scene switches to the office worker taking their first sip of the Anthony Joshua Edition of Lucozade Alert.
Alongside the hero film, a series of social-first activations will follow the launch. These will include behind-the-scenes content, a challenge, and product unboxing – all featuring Joshua.
Joe Weston, Head of We Are Social Sport, commented, “We wanted to show that the spirit of a champion isn’t just for the ring, it’s for everyday life too. So, we took AJ’s unmistakable energy to the office setting, turning that dreaded afternoon slump into a moment of motivation, with the Lucozade Alert at the heart of it all.”
England Golf has appointed Mark Bardsley and Joanna Dennis to its Board of Directors.
The pair have started initial three-year terms and are set to stand for re-election in 2028
Mark Bardsley spent over two decades in the Consumer Finance sector, working from 1985 to 2008. During this time, he held senior leadership roles, including CEO positions, and spent 11 years establishing and managing consumer lending businesses across Czechia, Poland, and Russia.
After retiring from financial services in 2017, he joined the Board of the Lancashire Golf Union the following year. From 2021 to 2024, he served as the Union’s full-time County Secretary. In that role, he also acted as County Handicap Advisor, was the Voting Member for both England Golf and Woodhall Spa Land Holdings (WSLH), and played a key role in driving the membership changes at WSLH that led to the admission of the Ladies Associations.
He also initiated the unification process between the Lancashire Men’s Union and the Lancashire Ladies Association, which successfully merged in 2024.
Mark Bardsley, said, “I am delighted to be joining the England Golf Board at such an exciting time. The project to redevelop the National Golf Centre is ambitious and iconic and I look forward to seeing its progress in the coming years.
“I am very much looking forward to working with the Executive Team and fellow Non-Executive Directors to further grow and enhance the amateur game in England.”
Sportradar Expands AI-Powered Alpha Odds to £70bn Cricket Betting Market
Sportradar has rolled out its AI-driven Alpha Odds product to cricket, a sport with an estimated £70 billion in global betting turnover each year.
Alpha Odds uses automation and predictive AI to deliver custom pricing for sportsbooks. It recalculates exposure in real time, helping operators manage risk, protect profit margins, and improve accuracy.
Offered through Sportradar’s Managed Trading Services (MTS) and Premium Cricket Service, it covers over 600 betting markets per match, including 400+ in-play options.
Since 2022, Sportradar has scaled Alpha Odds to 80% of events covered by MTS. In 2024, it boosted client profits by an average of 11% in football, basketball, and tennis.
Darren Small, Senior Vice President, Managed Trading Services at Sportradar, said, “Introducing Alpha Odds into cricket is a game changer. We are bringing real-time, AI-driven precision pricing to a new arena, giving operators sharper margins and bettors a more dynamic experience.”
Adidas has announced Italian footballer Riccardo Calafiori as the first ever ambassador for its underwear range.
Calafiori fronts the campaign for the new Active Flex Collection, a range designed to support athletes as they move.
Campaign imagery captures the athlete during off-pitch moments, such as relaxing in the locker room post-match and at a laundrette.
Riccardo Calafiori, said, “I’m really excited to become the first ever ambassador for adidas Underwear. Football is not just what I do: it’s my passion, it’s my life. But off the pitch I am really into style and being able to express myself in a way that feels natural and comfortable – so I love that people can now see another side of me, the man behind the football player.
adidas Underwear always sets me up for the day – I can feel a difference in my confidence through the comfort it gives me. Just like on the pitch, every detail counts”.
Global sports and entertainment agency Fuse, part of Omnicom Media Group (OMG), has appointed Marius Ramdahl as Head of Fuse Nordics.
The creation of the new regional role follows the agency’s recent expansion into Sweden and Finland, adding to its existing presence in Norway. Ramdahl will lead the regional unit from Oslo, takes on the position as an additional remit to his role as Managing Director of Fuse Norway, which he has held for six years.
Through the expansion, OMG aims to leverage the potential of sports and entertainment marketing in the Nordics, offering consultancy services to support brand advertisers.
The sponsorship market in the Nordics is valued at over 20 billion NOK, with most investment directed towards sport. Fuse recently launched in Sweden and Finland, led by Chris Drake and Sanna Tamminen, respectively.
Espen Klepper, CEO of Omnicom Media Group Norway, said, “I have nothing but praise for Marius, and there is no doubt that what we have achieved in Norway so far has been a fantastic success.
“The launch of Fuse in the Nordics will undoubtedly strengthen our commitment to bringing brands closer to people through the things they love.”
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