Industry Shorts: Extreme E, Sky Sports, Everton

13 Jan 2021

By: Sport Industry Group

Extreme E has announced a deal with Sky Sports which will see the new electric off-road championship broadcast on its suite of channels.

Live action will be supplemented by highlights, previews, reviews and the series’ magazine show, which are all covered as part of the deal, and will give fans an in-depth look into the championship.

The pair say their goals also align in terms of addressing the climate crisis, with Sky’s recently-launched Sky Zero aim of going net-carbon zero by 2030 across both its business and output, while Extreme E aims to use zero emission racing and sustainable remote broadcast to ensure lower emissions, as well as working with local partners in its race locations on climate issues.


Everton has announced a new strategic partnership with League of Ireland Premier Division club Sligo Rovers.

The new agreement will see the pair partner on initiatives and cross-promotional activities across fan engagement, marketing, content collaborations and tailored membership packages. They will also develop joint football summer camps and the opportunity for pre-season training bases for Academy teams at both clubs.  

The Premier League side has also pointed out its historical links to the club, which produced its current captain Seamus Coleman, who joined the Toffees from Sligo in 2009, while former Toffees captain Dixie Dean also had a spell with the League of Ireland club.


The Professional Triathletes Organisation has partnered with Noah Media Group to create a new documentary as the organisation prepares to stage its inaugural Collins Cup.

The competition will see teams from Europe, the USA, and the rest of the world compete in a Ryder Cup style tournament to crown the winners. The new documentary, Beyond Human, will look to shine a light on the participants as they prepare for one of the world’s toughest sporting events.

As part of the partnership, Noah Media Group will produce bespoke social media content to support both the documentary and the Collins Cup event. The production company recently released Finding Jack Charlton, and England Cricket documentary The Edge. It is also finalising the upcoming Arsene Wenger: Invincible, which will shine a spotlight on the former Arsenal manager’s journey from eastern France to reshaping English football.


Atletico Madrid has signed a new long-term extension to its e-commerce and manufacturing deal with global licensed sports merchandise company Fanatics.

The deal will see the Spanish club take advantage of Fanatics’ global footprint and state of the art technology, with the latter retaining global e-commerce and manufacturing rights for La Liga’s leaders.


Sponsorship and brand partnership agency Orchard Connects has announced a strategic partnership with sponsorship and commercialisation consultancy BDS, which has seen the pair join forces on a number of new business wins.

Orchard Connects, which launched in 2019 as an arm of the Orchard Media and Events Group, counts clients such as Watford FC and Glamorgan Cricket, while BDS has worked across multiple sectors with a portfolio of clients that include the likes of the Wembley Stadium, TFL, and Shell.  


Production company Whisper’s Welsh nations office Whisper Cymru has joined forces with media company Lens 360 to combine their respective businesses.

Carys Owens, Founder, Lens 360, has become Whisper Cymru’s Managing Director, while all Lens 360 and Whisper Cymru team members have been retained, with plans to further develop over the coming months.

The agreement brings together Lens 360’s Welsh Rugby experience, branded content and strong links into Welsh sport, with Whisper Cymru’s infrastructure and International sport production experience.

The announcement follows recent investment by Whisper Cymru in Wales, which has recently moved into bigger offices in Cardiff and created new edit suites with Cardiff workspace, Tramshed Tech.