Industry Shorts: Man United, Adidas, BLAST Premier

06 Apr 2021

By: Sport Industry Group

Manchester United have launched a new anti-racism campaign which aims to urge fans to confront racism and discrimination in football.

The SEE RED campaign builds on the work by the club under the umbrella of its long-standing All Red All Equal anti-discrimination programme, and challenges United fans to think about what the club would be like without diversity.

Through iconic moments in the club’s history, the campaign will also highlight the moments which ‘could not have happened without diversity' and the 'contribution of black and Asian players to the club’s history’, including Jesse Lingard’s winning goal in the 2015 FA Cup Final, and Andrew Cole’s goal against Tottenham Hotspur in 1999, which sealed the league title for the Red Devils and paved the way for an historic treble.


Adidas has paid fees for London’s grassroots footballers in celebration of the return of recreational sport.

The brand partnered with two of the biggest leagues in the capital ahead of the weekend’s first matches back since lockdown, and will continue the campaign until next weekend, supporting a total of 3,738 players from 267 teams, across two weeks. 

The sportswear giant says the commitment is part of its adidas Football Collective, which was launched in October 2020 to support the sport at grassroots level. READ MORE


Esports league BLAST Premier has unveiled a new partnership with cryptocurrency exchange platform Coinbase, which will become a sponsor of its Counter-Strike Spring Season. 

The pair say they will use the sponsorship to bring cryptocurrency closer to the world of esports and gaming through integrated digital activations and player-led content.

As part of the deal, Coinbase branding will feature prominently across the Spring Showdown, which takes place from 13th to 18th April, as well as the Final, from 15th to 20th June. The activations will include both branded content opportunities and fan-led activations. READ MORE


The NFL has announced a new partnership with Genius Sports Group, which will become the league’s exclusive distributor of official real-time play-by-play statistics and proprietary Next Gen Stats data, as well as becoming the League’s Official Sports Betting Data Provider, serving betting operators around the world.

In addition, Genius and the NFL will also develop a jointly-governed technology hub dedicated to driving the future of NFL betting through innovation of its data feeds and fan engagement offerings.

Genius will also have the right to distribute live audio-visual game feeds to sportsbooks in international markets.  


European Professional Club Rugby (EPCR) has named production and media company Sunset+Vine as a Digital Partner, with a brief to create content promoting the Heineken Champions Cup and Challenge Cup tournament broadcasts and the EPCR European Player of the Year campaign.

The Sunset+Vine Content Department was tasked with creating promos and trailers for the return of the European club rugby season, as well as beginning work on the European Player of the Year content. 

The contract will run for remainder of the shortened 2021 season plus the 2021/22 season and will see the Sunset+Vine team – led by Head of Content Helena Sykes - producing over 150 videos for a range of EPCR’s owned, earned and shared platforms, targeting rugby fans across the world. 


Everton has announced a ‘short-term’ strategic sponsorship deal with MY.GAMES, which will see the game developer become the Premier League side’s Official Mobile Gaming Partner.

Everton will promote MY.GAMES titles to fans on its social media channels, and will also be able to connect with the international audience provided by the MY.GAMES community – which has over 770 million registered players across the world.

MY.GAMES develops its own games, but also has its own investment division (MGVC), which invested in a total of 12 studios in 2020, bringing its total number up to 35. The platform allows developers and publishers to distribute free-to-play and premium games worldwide.