INDUSTRY SHORTS: PGA Tour, City Football Group, RFL, Leeds, LaLiga

24 Jul 2019

By: Sport Industry Group

The PGA Tour has signed a multi-year content and marketing partnership with sports technology and entertainment company DraftKings in what it claims is a “groundbreaking step” for the golf organisation.

DraftKings becomes the first-ever official daily fantasy game of the Tour and will activate the partnership by branding its daily fantasy golf contests as ‘PGA Tour DraftKings Fantasy Golf.’ As part of the relationship, PGA Tour DraftKings Fantasy Golf players will have the ability to receive real-time video highlights for players in their respective line-ups.

Other elements of the partnership will create expanded Draft Fantasy Sports specific content offerings, as well as allow for brand integration into both the Tour and DraftKings platforms. Lastly, the Tour and DraftKings will collaborate on a variety of real-time product enhancements via the Tour’s proprietary ShotLink powered by CDW data feed.

In February 2019, the Tour changed its policy to permit official marketing partnerships and title sponsorships with companies in the daily fantasy sports related category, which allowed the DraftKings relationship to come to fruition.


City Football Group (CFG) and Nissan have extended their global partnership that will see the Japanese car manufacturer continue to be the official automotive partner of the group and its football teams in the UK, US and Australia.

CFG and Nissan have been partners since 2014. The company was City Football Group’s first multi-club partner, working with Manchester City, Major League Soccer’s New York City FC, and the A-League’s Melbourne City FC.

As part of the extended partnership, terms of which were undisclosed, Manchester City Manager Pep Guardiola has been named a Nissan ambassador.


Car manufacturer Dacia has built on its backing of rugby league by announcing it will be the principal partner of the Great Britain Lions team.

Under the agreement, Dacia’s logo will emblazon the front of the new Lions’ shirt. Disbanded in 2007, the Lions will be reunited for the first time in 12 years this autumn when it embarks on a tour of the southern hemisphere from 26th October to 16th November.

The Lions will fly to New Zealand for matches against Tonga and a double-header with the New Zealand Kiwis, before travelling to Papua New Guinea to take on the PNG Kumuls.

The Lions join the Rugby Football League and the England men’s, women’s, knights, academy, youth and wheelchair teams as partners of Dacia. The company has been involved with rugby league since 2016 as the official car partner of the RFL and the title sponsor of the annual Magic Weekend event.


A new Amazon Prime Video docu-series on English second-tier football club Leeds United is to air from next month.

‘Take Us Home: Leeds United’, which documents the club’s 2018-19 season, has been produced by Yorkshire media company the City Talking for the e-commerce website’s media service.

Chris Bird, Prime Video’s EU Head of Content said: “Take Us Home: Leeds United joins the great collection of live sports and behind-the-scenes docu-series on Prime Video.”


LaLiga has unveiled a new sound identity that will be featured at Spanish league matches, on broadcasts and within the organisation’s communications.

The project, developed by international composer Lucas Vidal, includes a main track lasting almost four minutes and an audio logo to wrap up LaLiga's range of audio-visual content.

LaLiga President Javier Tebas said: “It's an epic, integrating and recognisable sound that all Spanish football fans can identify with.”


Red Bull Timelaps has introduced a new solo category for this year’s 25-hour endurance cycling event, which will take place in October in Windsor Great Park, near London.

The solo category will be open to riders who have prior experience of competing in solo 24-hour races, and is introduced during the third staging of the event, in which competitors aim to complete as many laps as possible.

Organisers said solo riders must bring a support crew member to assist in the pits and to be a point of contact.


Two sport-focused charities will attempt to break the Guinness World Record for the longest-ever rugby union match this summer.

School of Hard Knocks (SOHK) and Wooden Spoon, a children’s rugby charity, aim to play full contact rugby union continuously for over 30 hours at Hazelwood, the home of London Irish, in August.

SOHK, which uses rugby, boxing and strongman to improve people’s physical and mental wellbeing, said it wants to raise £100,000 to support its work.