INDUSTRY SHORTS: Adidas, British Cycling, RWC2019, LTA, Manchester City

18 Jun 2019

By: Sport Industry Group

adidas has teamed up with other leading advertisers to form a new global marketing initiative aimed at improving digital safety.

The Global Alliance for Responsible Media will rally publishers and platforms to do more to address harmful and misleading content. It also wants them to work together to develop and deliver against a concrete set of actions, processes and protocols for protecting people and brands.

The group, founded by the World Federation of Advertisers, comprises 16 major multinational corporations, including BP and Mastercard, as well as media agencies such as Dentsu and online platforms like Google and Facebook.

“With nearly 3.8 billion people online, the world is increasingly connected, and yet the increase in dangerous, hateful, disruptive and fake content online risks threatening our global community,” the Alliance said.

Cycling clubs have been encouraged to promote the visibility of members from ethnic minorities in a bid to boost the sport’s appeal across society in a new report backed by British Cycling.

The Diversity in Cycling report was compiled to examine the experiences of Black and Minority Ethnic (BAME) cyclists taking up cycling as a sport for the first time and includes contributions from over 60 riders.

The report recommends that clubs that have members from BAME backgrounds should include them in visual representation of club membership, promote accessibility and ensure riders of all backgrounds feel included and visible.

Ticket designs for this year’s Rugby World Cup in Japan have been described by organisers as “incredibly symbolic” after they were unveiled in Tokyo. 

Blending the traditional Japanese artform of Musha-e, or Warrior Art, with Rugby World Cup 2019-themed motifs, the three ticket designs sought to “capture both the strong sense of tradition and deep spirit of innovation that Japan is famous for”.

Akira Shimazu, Chief Executive of Rugby World Cup 2019, said: “These ticket designs are incredibly symbolic for Japanese people and something our international fans are sure to love.”

Delivery of Rugby World Cup 2019 tickets will commence in late July. 

The Lawn Tennis Association (LTA) is aiming to expand its strategy of opening up tennis to more people from across the UK after announcing StreetGames as its new national charity partner for the next three years.

The governing body for tennis in Britain wants to increase the profile of the sport for development charity and raise funds to support its focus on using sport to improve the lives of disadvantaged young people.

“Their work to use sport to positively impact the lives of disadvantaged young people can make such a difference, and is a fantastic fit for the LTA and our new vision to open up tennis to anyone who wants to get involved,” LTA Chief Executive Scott Lloyd said.

Manchester City has sealed a new partnership with the YuYuan Art Investment Group.

The Chinese company has been named as the Premier League champion’s official art, culture and football education partner. 

Through the deal, YuYuan Art will install art education displays at Etihad Stadium and develop a unique football training programme which integrates art.

“It is a unique and creative partnership where two organisations with a heritage of community values are collaborating to empower the lives of others,” said Scott Munn, Chief Executive for City Football Group China.