Industry Shorts: Adidas, European Tour, Budweiser

13 Sep 2021

By: Sport Industry Group

Adidas has unveiled the new Official Match ball for the UEFA Champions League (UCL), and the UEFA Women's Champions League (UWCL) which will be used for the group stage of both competitions in 2021/22 .

Aiming to ‘shine a light’ on the grassroots beginnings of a number of the athletes now competing in the biggest club tournament, the launch ‘leverages the power and prestige of the UCL and UWCL ball and plinth’ by placing it in the cages, playgrounds and parks where some of the world’s top players who are now adidas stars learned to play - such as in Sheffield (above) where Chelsea and England star Millie Bright grew up.

The campaign kicks off a further round of investment into European grassroots football from both adidas and UEFA, and has been launched on the day this UWCL season’s group stage draw takes place. 


At the BMW PGA Championship at Wentworth, the European Tour teamed up with its Official Unified Communications Partner, Zoom, to integrate the video conferencing platform into its tournaments. 

The tournament was a milestone event for the partnership, with several technologies in play including a ‘Virtual Clubhouse’ where Zoom customers enjoyed behind the scenes insights from experts into how a tournament of such a scale is delivered – all set within a studio backdrop overlooking the iconic Wentworth Clubhouse. 

Virtual Clubhouse guests were able to enjoy a tour of a Callaway tour truck, a walk on the driving range, and hear from speakers that included European Tour Chief Technology Officer, Michael Cole, Tournament Director, David Garland, and golfer, Henrik Stenson – all hosted by Sky Sports presenter Jay Townsend. 


Amar Singh has joined Marketing Agency MKTG as Head of Content and Communications.

Singh was most recently Senior Brand Manager for Budweiser, Bud Light and Budweiser Zero, at Anheuser-Busch InBev, and was previously Head of Football Content and Strategy at Budweiser, a brand he joined in 2019.

Previously, Singh was Head of Content at Premier League football club West Ham United, and Chief Content Officer at football publisher Squawka.

Meanwhile, Budweiser Social Media Manager George Crewe has also left the brand, joining Footballco as Head of Branded Social Content.


Chris Froome has been unveiled as an Investor and Technical Advisor in sports energy management platform Supersapiens.

The brand is a performance aid for athletes, powered by the Abbott Libre Sense Glucose Sport Biosensor, which monitors glucose levels during activity.

Froome will be featured in Supersapiens marketing as a ‘premier example’ of how the system’s data analysis tools help athletes manage their energy and go faster longer, according to the brand.


Former Australian rugby player Matt Giteau is the latest rugby player to join the growing ambassador portfolio for World 12s 

The new annual, international rugby tournament was launched in London last week, and has since confirmed ‘significant approaches’ from potential organisations and individuals regarding investment in franchises.

Giteau joins Rugby World Cup-winning Springbok Schalk Burger and former England international Ugo Monye as ambassadors, alongside Rugby World Cup-winning coaches Steve Hansen and Jake White. The organisation is currently led by former RFU CEO Ian Ritchie as Chair, and counts former NZRU CEO Steve Tew and former WRU Chairman Gareth Davies as Non-Executive Directors.