Industry Shorts: LiveWire Sport, Paddy Power, Gareth Thomas

25 Jun 2020

By: Sport Industry Group

LiveWire Sport has launched a new mobile app, LiveWire Sport Studio, aimed at streamlining the content creation and delivery process for sport organisations.

The content agency says the coronavirus pandemic, and subsequent lockdown, has seen organisations look for ways to harness the power of their athletes, fans and ambassadors but face cost and efficiency challenges due to remote working. READ MORE


Paddy Power says it will plant 6,000 trees every time Arsenal don’t win, after Hector Bellerin launched an initiative with tree-planting organisation One Tree Planted and pledged to plant 3,000 each time the Gunners win a game.
 
In its latest tongue-in-cheek campaign, the brand told the Spanish full-back, “You can’t trust your teammates to save the planet, so we’re going to help you out,” pledging to double Bellerin’s contribution every time his club fails to win.


Gareth Thomas and ViiV Healthcare have launched a new #TackleHIV campaign to improve public awareness about the disease.

The campaign, supported by Elton John and David Furnish as well as the Terrence Higgins Trust, aims to fight misunderstanding and stigma around the virus after research conducted as part of the campaign found more than one in three people surveyed said they would not play contact sport if they knew one of their opponents had HIV.

The campaign will see input from SPORTSBEAT as lead content agency in partnership with consultancy firm Advocate MC.


Threshold Sports has announced the launch of the Dixons Carphone ‘Virtual’ Race to the Stones, following the postponement of the annual Threshold Trail Series to 2021. 

In order to raise money for charity partners, the event will begin on Monday 6th July and participants have until Sunday 12th July to complete the challenge - across either half marathon, marathon or 100km distances.

Participants will have to track their distances using their own tracking device linked to their profile, which will then automatically tally up their daily distances until they reach their chosen target. Threshold also says it will be giving away prizes across 26 consecutive days from partner brands including Dixons Carphone, HEINEKEN, and adidas TERREX.


LaLiga has announced a new ten-year partnership with EA SPORTS, who will remain the league’s Official Video Games partner.

The new agreement includes a joint commitment to grow the pair’s fanbase as well as esports participation through LaLiga’s official esports competition, eLaLiga Santander.


Leeds United have removed an image of Osama Bin Laden from stands of their Elland Road stadium after the club’s ‘Crowdies’ initiative.

With no fans allowed in stadiums, the club asked its fans to send images of themselves to be placed on cardboard cut-outs in the stands during the remaining fixtures of the restarted Championship season, however an image of Bin Laden was placed on a seat alongside 15,000 fans. 

The club says the image has been removed, and it “will ensure there are no more offensive images.”


Manchester City and Intel Sports have announced a multi-year extension to their partnership, which will see the club continue to use Intel’s True View technology.

The immersive media technology was installed at the Etihad Stadium in 2019 and saw dozens of 5K Ultra HD cameras offering fans the chance to see the action on the pitch from never-seen-before angles.

The cameras have already captured historic moments from the club’s history from every angle, including Vincent Kompany’s winning strike against Leicester which helped seal the Premier League title, and Caroline Weir’s goal in the first Barclays FA Women’s Super League Manchester derby - which was played out in front of a record crowd at the Etihad Stadium.