Industry Shorts: Premier League, UEFA, NFL

10 Jun 2021

By: Sport Industry Group

The six Premier League clubs who joined the European Super League have agreed to pay £22 million between them 'support for fans, grassroots football and community programmes,' according to a joint statement from the Premier League and The FA.

Arsenal, Chelsea, Liverpool, Manchester City, Manchester United and Tottenham would also be subject to an additional £25m fine and potential 30-point deduction in future for similar actions.


Meanwhile, UEFA’s Appeals Body has ‘temporarily suspended’ the disciplinary proceedings that had been opened against the ESL hold-out clubs Barcelona, Juventus, and Real Madrid for the potential violation of UEFA’s legal framework.

The body says the decision was made following the formal notification made to UEFA by the Swiss authorities.

UEFA says it ‘understands’ why the decision was taken, but ‘remains confident in… its position’. 


Elsewhere, UEFA has also announced that EURO 2020 will kick off with virtual performance of its U2 and Martin Garrix-created anthem We Are The People.

‘State-of-the-art technology’ will bring Garrix together with Bono and The Edge as well as fans across Europe ahead of the opening match in Rome between Italy and Turkey on Friday 11th June.

The musicians will perform in a ‘digital recreation of the [Stadio] Olimpico’ which will be played as part of the opening ceremony moments before kick-off.


The NFL has announced the launch of a tender process to identify a partner city for regular-season games in Germany.

The league says it is aiming to find the ‘most suitable’ German city in which to expand its International Series into mainland Europe. The NFL has staged 28 games in London since 2007, with two more scheduled to take place at the Tottenham Hotspur Stadium in October, and aims to take advantage of ‘a number of strong years of fan growth in Germany’.

The NFL has appointed London-based The Sports Consultancy to assist with the process, with a brief that includes working with interested cities to develop their proposals.


The Rugby League World Cup 2021 has announced Whisper as host broadcast services partner after a tender process.

The agreement includes full delivery of broadcast production, distribution and rights holding broadcasters’ facilities and service requirements for the men’s, women’s and wheelchair World Cups, which will see more than 4,500 hours of live sporting action captured and, with content broadcast to over 150 million people in more than 100 international territories. 

Whisper adds the RLWC2021 to a number of broadcast partnerships with the likes of the Vitality Women’s FA Cup, England Lionesses internationals, and the Barclays FA Women’s Super League, as well as producing the Paralympics, Women’s Six Nations, Formula One, International Cricket, and W Series, amongst others.   


CMR Surgical - which produces the surgical robot, Versius - has signed a gold-tier partnership with ParalympicsGB, becoming the team’s Official Medical Device Partner.

CMR will launch an internal and external campaign called ‘human skill, redefined’ that aims to challenge perceptions around human ability.    

The company aims to bring the benefits of minimal access surgery - otherwise known as keyhole surgery - to more people who need it, and says the partnership with ParalympicsGB allows it to ‘showcase the inspirational people – across sport and surgery – who redefine skill and those who make the impossible possible’. 


The Professional Triathletes Organisation (PTO) and Discovery have agreed a new partnership that will see the organisation’s inaugural Collins Cup screened exclusively across Europe through Eurosport.

The event takes place on 28th August and pits the best triathletes against each other in a Ryder Cup style team tournament, with International, European, and US teams competing.

An initial one-year deal, with an option to extend for a further two years, will see Eurosport show the race action as well as offering streaming access to the PTO’s Beyond Human documentary. Produced by Noah Media Group, the documentary will follows the journeys of three of the biggest names in the sport - Lionel Sanders (Team Internationals), Sebastien Kienle (Team Europe) and Heather Jackson (Team USA) throughout the competition


Betfred Super League side St Helens have announced Hytro as their Official Blood Flow Restriction Training Partner.

The deal will see the pair partner for the 2021 and 2022 seasons, with players using the brand’s Performance TechWear integrated with blood flow restriction technology, which the brand says allows players to ‘increase muscle size and strength and to accelerate their recovery safely and effectively’. 

The brand has recently signed deals with another Betfred Super League side, Leeds Rhinos, as well as Olympic athlete and England Sevens star, Dan Norton, and Warrington Wolves and England international player Josh Charnley. It has also signed Rugby Union players Tom De Glanville and Adam Hastings.


UEFA EURO 2020 Partner Booking.com has released new research into the rivalries of European football fans ahead of the tournament.

The Official Accommodation and Attractions Booking Partner of the tournament says its research shows that ‘even the most dedicated’ English football supporters would rather see their biggest adversary - which is says is Germany - win the tournament than miss their next holiday.

The research, commissioned by Booking.com, shows that after over a year of restrictions, some 61% would rather see Germany win than miss their holiday, while the majority of wider European football fans have already started thinking about where they might go on their next break, with 83% planning to travel within the next year if they can.

The research says 53% of England fans named Germany as their biggest rivals - a commonality shared across Europe, with 38% of all European fans listing Germany as their main rival - followed by France (30%), Spain (22%) and then England (21%).

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