Sports Ticker: ITV's NFL and LaLiga coverage, AJ Bell Tour of Britain and PGA Tour updates - a speed-read of commercial updates from the sports world

Published on 26 August 2022

In a fortnight which saw Olympique Lyonnais snatch-up the 2022 Women's International Championships Cup following a 4-0 win over C.F.Monterrey, we feature updates on Tiger Woods and Rory McIlroy's new golf league to be launched in collaboration with the PGA Tour and the results of the 2022 European Championships. We also provide updates on ITV's expansion of its broadcasting rights to the NFL and LaLiga, Arsenal's extended partnership with the Japanese video game company Konami and Sir Lewis Hamilton's share in the NFL's Denver Broncos. As always, if there are any issues on which you'd like more information (or if you have any questions or feedback), please do let us know or get in touch with your usual contact at RPC.


ITV wins UK coverage for the NFL and LaLiga

The NFL is set to expand its British and Irish fanbase following a three year partnership with ITV. ITV will broadcast a series of hour-long weekly shows, starting in September, with Laura Woods, Osi Umenyiora and two-time Super Bowl winner Jason Bell leading the show. Coverage will include the Super Bowl LVII, live from Glendale, Arizona, as well as two of the season’s three London Games. Additionally, following a new three year deal with LaLiga, ITV now holds the UK rights to ten matches per season, meaning football fans across the UK will be able to access the chosen LaLiga matches, free of charge, live on ITV, ITV4 and ITV Hub.


Court rules against three golfers in favour of PGA Tour while Woods and McIlroy launch PGA-backed alternative golf league

In edition 36 of the Sports Ticker, we reported the PGA Tour's suspension of all members participating in the LIV Golf Invitational. In response, three golfers - Talor Gooch, Matt Jones and Hudson Swafford - requested a temporary restraining order so that they could compete in the PGA Tour's FedExCup Playoffs. This was denied by the US federal judge who decided that the golfers failed to show that they had faced “irreparable harm”, relying upon the compensation they received in joining LIV. Meanwhile, Tiger Woods and Rory McIlroy have united to launch a new “tech-focused golf league”, which will take place in partnership with the PGA Tour and is set to launch in January 2024. The league will feature six teams of three PGA Tour players competing over 18 holes, using a virtual course and tech-infused short-game complex in a stadium setting, in a bid to use technology to cultivate a younger golf audience and boost fan engagement.


AJ Bell announced as title partner of the Tour of Britain

Following the success of last year, AJ Bell, an online investment platform is the title partner of this year's Tour of Britain and the Women's Tour for the second time running. One of Britain's biggest and most prestigious cycle races will start on Sunday 4 September in Aberdeen, with the first day stage finish at Glenshee Ski Centre. The Tour will end on Sunday 11 September with the toughest finish of any Tour of Britain race in modern history - at The Needle in the Isle of Wight (averaging a gradient of 9.6%). The race will pass through routes from the Scottish Borders to Nottinghamshire and Dorset, with ITV4 providing coverage for those watching at home.


Lewis Hamilton takes share in NFL team

Sir Lewis Hamilton has recently teamed up with the Walton-Penner Family Ownership Group and purchased shares in the NFL's Denver Broncos. Hamilton is often regarded as one of the greatest F1 drivers of all time, and his £40 million per year contract with Mercedes also makes him the highest paid F1 driver. The seven-time world champion joined the ownership group as a limited shareholder after its acquisition of the Denver Broncos for a reported $4.65 billion (£3.81 billion) – a record amount in US sports franchise. Hamilton tweeted that he is “excited to join an incredible group of owners and become a part of the Broncos family” whilst posting a picture of his dog Roscoe kitted out in Broncos gear.


Arsenal x Konami partnership extended

Arsenal Football Club has extended its partnership with Japanese video game company Konami Digital Entertainment B.V, as a continuation of their original agreement which began in July 2017. This long-term partnership, extending to the 2022/23 season and onwards, means that Konami will remain Arsenal's Official Football Video Gaming Partner. Arsenal's club kits and the Emirates Stadium will feature in the eFootball game, and players will have a full set of 3D scans to maximise translation between their real life and virtual appearances. Konami will also have branding on the headrests of the seats in the home and away dugouts at Emirates Stadium. As one of the core clubs in Konami's eFootball series, Arsenal will continue to take part in the eFootball Championship Pro series, providing supporters with a unique football experience and the “opportunity to immerse themselves in an authentic Arsenal experience”.


Extra time...
...and finally, the second European Championships has come to a close in Munich, on the 50th anniversary of it hosting the 1972 Olympic Games. Team GB were successful in securing 60 medals, finishing second just behind the host nation Germany. Highlights from the 11 days include Jessica Gadirova's gold medal in gymnastics with a 14.000 points floor routine, Joe Fraser's first triple gold in gymnastics, four gold medals for GB's rowing team (split equally between the men and women teams), and Eilish McGolgan winning the women's 10,000m silver as her first major title.

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