Shorts: Veloce Media Group, MLB, British Championship Basketball
SEGG Media strikes strategic investment deal with Veloce Media Group to fuel next‑gen growth.
In a move to accelerate its expansion in esports, motorsport, and immersive digital content, SEGG Media Corporation (formerly Lottery.com) announced on July 16, 2025 a strategic investment in London-based Veloce Media Group.
The transaction values Veloce at £40 million and will be executed in two tranches. SEGG holds a call option to gain 51 % majority ownership in the future.
This capital injection supports Veloce’s recent acquisition of Quadrant, the motorsport content and lifestyle brand co-founded by Formula 1 driver Lando Norris, with £2 million earmarked for the first tranche. The remainder will be disbursed by the end of July 2025.
Major League Baseball (MLB) has announced the return of its live coverage to BBC digital platforms this summer.
‘Bases Covered Live’ will be on BBC iPlayer, offering 11 consecutive Sundays of live games, plus two Postseason doubleheaders. The first game to be broadcast will be the New York Yankees vs Atlanta Braves.
Complementing the broadcasts, MLB will also host a free fan festival at Hackney Bridge, bringing baseball to East London.
Atlassian Williams Racing has announced a two-year partnership with Reflo, which will see the sustainable performancewear brand become an official licensee and official supplier to the team.
Reflo will supply all staff with travel and race day kits made from recyclable materials, with a consumer range also available.
This marks Reflo’s first partnership in Formula 1, following previous deals with Formula E teams.
Peter Philippou, Co-Founder and CEO of Reflo, said, “Aligning with such an iconic brand in Formula 1 is a huge milestone for us, cementing Reflo’s place as a leader in high-performance sportswear.”
British Championship Basketball (BCB), a new second-tier British basketball league, has been launched by the British Basketball Federation (BBF) and the three Home Country Associations.
The league has initially comprised 13 English clubs and one from NBL2, with immediate openings for four Scottish or Welsh clubs. Its objective is to become a truly national league, focusing on developing British players and reducing the number of foreign players to three by the 2026/27 season.
The independent league will be licensed by the BBF and operated by a company owned by the participating clubs, aiming to improve standards and enhance the overall experience.
Chris Grant, Chair of BBF, said, “The arrival of British Championship Basketball is a big step forward. This new league will bring high quality basketball closer to communities across the whole of Britain and boost our collective efforts to raise standards in coaching and officiating as well as on the court.”
WING, Little Dot Studios’ award-winning specialist sport and branded content production agency, has today announced the completion of its leadership team.
Founder and Executive Creative Director Will Ingham and Chief Operating Officer Tessa Ingham have been joined by Molly Brooks as Head of Production, following the earlier promotions of Damien Reeves to Creative Director and Owen Cox to Executive Producer in 2024.
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