26 May 2022

By: Sport Industry Group

Daniel Ricciardo, McLaren Racing Formula One driver and crypto trading enthusiast, has partnered with OKX, a crypto trading app and web3 platform. This major multi-year partnership will see the Drive to Survive fan-favourite take on an ambassador role for the crypto exchange during the 2022/23 racing season. 

OKX and Ricciardo will improve the fan experience through a number of activities. This will include a global campaign, supported by Ricciardo educating fans on cryptocurrency trading, as well as collaborating with designers from underrepresented communities to create a special edition racing helmet which will be worn during a race. 

Ricciardo commented, “It is an exciting time in the world of crypto, the possibilities are endless. I’m honoured to partner with OKX, who are one the leaders in this space. They truly value their customers, and education, transparency and security is paramount to them. The fan experience is going to be at the centre of everything we do together, so expect big things from us this year. Game on!”  

Lucozade Sport has become the official sports drink of the Birmingham 2022 Commonwealth Games, marking a deal that will provide thousands of athletes with isotonic drinks throughout the prestigious multi-sport tournament. The Games are taking place across the West Midlands, between July 28th - August 8th, with Lucozade Sport expecting to provide over 102,000 litres of the nation’s favourite sports drink to elite athletes from across the globe.

Every Lucozade Sport bottle distributed at the Games will be made from recycled plastic excluding the cap and label, and the brand is working with Birmingham 2022 waste providers to promote sustainability ambitions throughout the tournament.

Tottenham Hotspur forward Son Heung-min looks set to launch his own fashion brand, ‘NOS7’, next month. Korean news website Pulse has reported the player arrived in Korea this week and was photographed at the airport wearing a white t-shirt with the NOS7 logo. NOS is his name spelled backwards and 7 is his shirt number for Spurs.

NOS7 has an Instagram profile which suggests ‘NOS’ also stands for ‘Nothing, Ordinary Sunday’.

British online car retailer Cazoo has expanded its sports sponsorship portfolio by securing a multi-year deal with Italian football team Bologna FC, becoming the main partner and shirt sponsor of the Serie A side.

Beginning next season, Cazoo will be the Serie A club’s front of shirt sponsor and will be able to be seen on the matchday shirts of the men’s and women’s first team as well as the Primavera and all youth sides. Alongside this, the firm will gain stadium visibility and a presence on the club’s website and all of its official social media profiles, in what marks its sponsorship debut in Italian football.

UK broadcast production agency Whisper has been appointed as host broadcaster for the 2022 RideLondon Classique, the three-day UCI Women’s WorldTour road race, taking place from Friday 27th May to Sunday 29th May, on courses in London and Essex.

Whisper Managing Director, Mark Cole, commented, “The RideLondon Classique is a fantastic event which demonstrates what sport is all about: inclusivity, opportunity and encouragement, with the incredible chance to see the best in the world going head-to-head. The event is a great celebration, and we are really excited to be able to communicate it to a worldwide audience.”