Shorts: Pto, Brewdog, British Superbikes
The Professional Triathletes Organisation (PTO) has renewed its broadcast deal with beIN SPORTS.
The deal will see beIN Sports broadcast the 2023 PTO Tour on a non-exclusive basis in MENA, Asia and North America (US & Canada).
This will include live coverage of all 2023 PTO Tour races, which currently includes the inaugural PTO European Open in Ibiza, the PTO US Open in Milwaukee and the first PTO Asian Open in Singapore.
Tim Godfrey, Chief Marketing Officer at the PTO, said, “Extending our partnership with beIN SPORTS is a testament to the success of our first PTO Tour season and the sport’s potential. Whilst live coverage of all our races in 2023 is key, success for us is about the whole media package.
“So the non-live content beIN will also broadcast – spotlighting our amazing athletes and their stories – is a very important part of building engagement and driving tune-in during our race weeks, in order to give professional triathletes the global platform they deserve.”
The latest deal adds to the PTO’S multiple broadcast partnerships, which also includes agreements with Warner Bros. Discovery, DAZN and ESPN.
Obstacle course brands Tough Mudder and Spartan have partnered with beer makers BrewDog.
As part of the deal, Brewdog becomes the official finisher drink for the 2023 and 2024 race seasons.
The partnership will officially kick off on Friday 14th April 2023 at Finsbury Park, North London where anybody will be able to try out Tough Mudder and Spartan obstacles, and receive a free beer.
The same site will then play host to the season opener Tough Mudder event on the 15th and 16th April where over 7,000 participants will take on a range of distances and obstacles.
Matthew Brooke, Managing Director of Tough Mudder and Spartan, said, “This is a dream partnership. Our brands are known globally for doing things differently and pushing the boundaries of what’s possible – having the Beer Wizards at BrewDog onboard as a finisher drink and available in our event villages is something we know our fans will love to have back. Get yourselves down to Finsbury Park on the 14th April and we’ll see you there for a pint.”
British Superbikes team FHO Racing BMW has appointed Underdog Sports Marketing to develop their partnership and sponsorship strategy.
Surrey based agency Underdog Sports Marketing are tasked with ‘evolving the way the team works with sponsors and taking the property to market.’
FHO Racing is headed by Faye Ho, one of the few women Team Principals in motorsport, and the team also continues to invest in developing a new generation of female talent, with the FHO Girls rider’s academy.
Underdog Sports Marketing Founder Ged Colleypriest, said, “We’re delighted to be working with FHO Racing this season. British Superbikes is such a well-supported championship and with great TV coverage and sell out events. Faye is a genuine trailblazer in developing female participation with the FHO Girls. All of which means sponsors have an amazing opportunity to reach a mass audience and tell a compelling story of supporting female sport.”
The 2023 Bennetts British Superbikes begins 7th April 2023.
CSM Sport & Entertainment (CSM) has partnered with ‘There She Rows’ – a team of four women rowing 3,000-miles unassisted across the Atlantic Ocean to inspire the next generation of girls through sport.
The team are aiming to complete the Atlantic Challenge, a race starting in December from La Gomera in the Canary Islands and finishing in Antigua in the Caribbean. The crossing is expected to take in excess of 40 days.
There She Rows team captain and CSM’s Women’s Sport Lead, Victoria Monk, said, “We want to use this row as a platform to inspire more women and girls to get into sport and help to address some of the huge inequalities that still exist,”
“More than half of girls will quit playing sport by age 17 and there are fewer women than men exercising at every age group – missing out on its benefits in both personal and professional lives.”
The team are raising money for the Women’s Sport Trust, Endometriosis UK and the Teenage Cancer Trust.
UK sports radio station talkSPORT has partnered with English cricket magazine The Cricketer for a show on county cricket.
Starting on Thursday 6th April, the show will be presented by two-time County Championship winner, Steve Harmison and talkSPORT Cricket Editor Jon Norman, as well as The Cricketer’s George Dobell and Nick Friend.
The Cricketer Digital Editor, Sam Morshead, said, “We’re delighted to have renewed our partnership with talkSport for another year. The county game is the bedrock of our cricketing summer, and Following On: County Cricketer is dedicated to providing insight, analysis, commentary and colour from around the network. The podcast is designed with county fans in mind so, if your regular haunt is Hove or Headingley, Lord’s or Leicester, there’ll be something for you.”
Head of talkSPORT, Liam Fisher said:”As the world’s largest sports radio network, talkSPORT is the perfect partner for The Cricketer, shining a light on the county game this season. talkSPORT continues to expand its cricket rights packages across the globe, while this new show will hone in on county coverage.”
