Shorts: Sela, Sportradar, QPR

Sela, Newcastle United’s front-of-shirt sponsor, has unveiled a spectacular projection display on a major London landmark ahead of the club’s Carabao Cup Final against Liverpool on Sunday.

The activation, led by Sela, the Saudi Arabia-based operator of sports, entertainment and live experiences, saw Newcastle United stars such as Alexander Isak, Bruno Guimarães and Dan Burn projected onto the 390ft façade of Millbank Tower, set on the banks of the River Thames.

Combining the broadcast of highlights from the club’s Carabao Cup campaign and animations of Magpies travelling from the Tyne Bridge to Wembley Stadium and its famous arch, the display was designed to ‘create even more excitement for fans before the Wembley showpiece’

Ibrahim Mohtaseb, Sela’s Head of International Business, said, “This is a huge moment for the club, fans and city of Newcastle – it only felt right to bring it to life in true, spectacular Sela fashion.

“Fans are the heart of the club, so we are thrilled to produce this show for them and provide every fan with a scarf inside Wembley on Sunday to thank them for their loyal support.

“Sela’s goal is to share our passion for creating spectacular live experiences with people worldwide, so it was brilliant to deliver this moment for fans ahead of Sunday’s final and for it to coincide with the launch of our international office in London.

“We wish Eddie Howe and the team the best of luck for the Final.”

Last week, Sela was shortlisted for seven FEVO Sport Industry Awards for various activations and campaigns with Newcastle United FC.

The Brazilian Volleyball Confederation (CBV) has agreed a multi-year partnership with Sportradar.

CBV will leverage Sportradar’s advanced data solutions to enhance growth, innovation, and integrity.

This agreement strengthens Sportradar’s position in Latin America, where it already partners with major soccer associations like Conmebol and CBF.

Sportradar will use computer vision to capture data from CBV matches and training, creating metrics and visualisations for teams and coaches.

In collaboration with VolleyStation, Sportradar will implement technology upgrades, including a Video Checking System at 22 training venues, a Brazilian Player Data Hub, and automated data collection at the national training center.

Sportradar’s Universal Fraud Detection System and educational workshops will also safeguard over 7,400 annual CBV competitions from corruption.

Sergio Floris, Managing Director Brazil, Sportradar, said, “Through this partnership, we are equipping CBV with the deep data and insights to identify the next generation of champions, as well as ensuring the integrity of their competitions.”

Rugby League outfit Rochdale Hornets have partnered with Nando’s to offer exclusive benefits to supporters and launch community-focused initiatives.

As part of the agreement, Rochdale Hornets Platinum Club members, season ticket holders, and All Hornets Supporters Association members will receive a 20% discount when dining at Nando’s restaurants in Rochdale and Bury.

A Nando’s-inspired warm-up shirt, designed by official kit provider ICON Sports, has been introduced and will be worn by the club’s women’s and wheelchair teams throughout the 2025 season.

Nando’s has also committed to sponsoring the club’s Man of the Match award, as voted for by supporters, and has joined a community initiative with the Rochdale Hornets Sporting Foundation to provide free children’s meals at half-term camps.

Matt Rigby, Rochdale Hornets General Manager, said, “We are absolutely delighted to announce our new partnership with Nando’s, a household name that resonates with millions across the UK and beyond.“

EFL Championship football club QPR have secured a partnership with Affinity Sports, which will become the club’s official financial services partner.

Affinity Sports, a division of Affinity Group, provides tailored financial and lifestyle management services to professional athletes.

The agreement will see the company offer expertise and guidance to QPR players, strengthening its presence within the sports sector.

Euan Inglis, QPR Commercial Director said, “Everyone at the club is absolutely delighted to welcome Affinity Sports to our portfolio of partners.

“Working with Andy and his team to get the partnership over the line has been a real pleasure. Affinity Sports have some exciting plans for the future and I, along with everyone at QPR, am delighted to be embarking on this journey with them.”

Legends Soccer Group, the live broadcast and stadium-based international legends football events business, has announced a new venture.

Legends has announced the launch of Legends TV, coinciding with the return of its flagship events, commencing this summer with ‘Legends Ibiza’. The platform will feature over 20 new original shows, covering football, music, and lifestyle, alongside a curated library of legends matches, documentaries, and untold stories from footballing greats.

John ‘Fenners’ Fendley, who co-hosted Soccer AM between 2015-2023, joins as Head of Original Programming for Legends TV.

Fendley, commented, “Football is built on stories – of legends, rivalries, and unforgettable moments. With Legends TV, we’re giving fans a front-row seat to those stories in a way that’s modern, immersive, and deeply connected to the game’s heritage and nostalgia.”