Industry shorts: Supponor, MCFC, Tough Mudder...

05 Mar 2019

By: Sport Industry Group

Former British Airways and Liverpool Chairman Sir Martin Broughton has been announced as the new Chairman of sports virtual advertising technology specialist Supponor.

He replaces Matthew Wheeler, who is stepping down after almost seven years as the company brings in a new round of investment representing over €4.5m.

Sir Martin, who is also a former President of the Confederation of British Industry (CBI), famously managed the sale of Liverpool to its current owners.

Subsequently, as Chairman of British American Tobacco, he oversaw the formation of the BAR Formula One racing team, while his tenure as Chairman of the British Horseracing Board saw him responsible for its restructure into a regulatory board.

Sir Martin is currently a partner at Sports Investment Partners, which has acted both as an advisor and investor in Supponor.

Commenting on his new challenge, Sir Martin said: “Having been involved with the Supponor team for some time and knowing the opportunities in the sports rights and broadcast markets, the potential for the company’s highly innovative technology solutions are impossible to miss. 

"I am excited to step up my active involvement in this rapidly developing area of the sports industry and to contribute to Supponor’s future success.”

Geraint Williams, Supponor board member and CEO of stadium LED solutions provider ADI, added: “This has been a breakthrough period for virtual advertising technology. We have made huge strides in 2018/19 deploying the technology in La Liga, the Bundesliga and in international football.

"More top tier clubs are investing in the platform too, and Martin’s wealth of experience at the highest level in sport will be hugely valuable in steering the strategy over the coming years. It's also immensely positive to see other recognised high-quality providers such as TGI investing in the technology platform and joining us as investors in Supponor.” 

Supponor's latest funding round includes new capital investment from strategic partner companies including sports rights agency Interregional Sports Group and global LED and sports solutions provider TGI.


Manchester City has announced a global multi-year partnership with Zoom Video Communications, Inc. to become the Club’s Official Enterprise Video Communications Partner.

The brand, which has also agreed a partnership with Arsenal in recent days, is headquartered in the United States and has branched out globally with offices throughout Europe and APAC.

Its main offering is a cloud platform for video, voice, content sharing and chat, which runs across all devices and workspaces.

As part of the deal, Zoom branding will be featured across the Etihad Stadium, with exclusive experiences to be offered to Zoom's customers and network.


BrewDog is to return as the official finisher drink partner for the 2019 Tough Mudder UK event season.

As part of the agreement, the drinks brand will reward all Tough Mudder Classic, 5K & 5K Urban finishers with a cold Punk IPA, beginning with the Tough Mudder 5K Urban event at Finsbury Park in April. 

This will be the third year that BrewDog has activated with Tough Mudder. The brand will also be capturing participants for their official finish line photo as the official finisher photo activation. 



RunFestRun, the new running and music festival launched by Virgin Radio DJ Chris Evans, has appointed Fusion Media as its Digital and Social Agency.

The event is billed as ‘Britain’s biggest running party’ and will take place from 31st May until 2nd June in the grounds of Wiltshire’s Georgian Bowood House and Gardens.

Fusion Media will handle the festival’s social media and lead on creative social strategy, community management and content as well as working on a number of high profile celebrity and influencer partnerships.

The agency's existing portfolio of clients includes brands such as Strava, Red Bull, Evans Cycles, GORE Wear, Wahoo, Shimano and Brompton.