23 May 2022

By: Sport Industry Group

The FA and UEFA have released the UEFA Women’s EURO 2022 pre-tournament Impact Report, confirming it’s on track to be the biggest women’s European sport event in history.

The report, produced by EY, indicates the tournament is expected to deliver £54 million in economic activity to the nine Host Cities of, Brighton & Hove, London, Manchester, Milton Keynes, Rotherham, Sheffield, Southampton, Trafford and Wigan & Leigh.

The Host Cities are expecting 96,000 international visitors from 95 territories and there will be engagement from fans from all over the world as the international broadcast audience could reach over 250 million across more than 195 territories. The report also states that host cities will see a positive socio-economic impact due to over 5,500 people taking part in the volunteer programme.

Stockholm-based streaming service Viaplay, formerly NENT, has secured the rights to the English Football League and Carabao Cup across the Nordics, Baltics, Poland and Netherlands from the start of next season. The long-term agreement will see more than 180 live matches from England’s second tier broadcast on Viaplay every season, including the semi-finals and finals. The broadcaster said it intends to offer local language commentary and studio programming for selected EFL Championship and Carabao Cup matches.

Viaplay also has exclusive rights to show Premier League football in Sweden, Finland and Denmark, and will add Norway, Estonia, Latvia, Lithuania, Poland and the Netherlands from August.

Arsenal FC midfielder Emile Smith Rowe has signed as an ambassador for adidas, becoming the latest addition to the growing list of players from the UK to have signed with the brand.

Smith Rowe, who signed a long-term contract at the North London club last summer, joins the likes of Paul Pogba, Mohammed Salah and Lionel Messi in adidas’s portfolio of football player sponsorships. The deal was announced via Smith Rowe’s personal Instagram account with a video featuring Arsenal legend Ray Parlour. Smith-Rowe has been given his own logo by the German brand, a stylised form of his initials.

New cycling facilities funded by Sport England and British Cycling have opened at Forestry England Cannock Chase Forest, ahead of the Birmingham 2022 Commonwealth Games this summer. A highlight of the new development is ‘Perry’s Trail’, an off-road trail for intermediate riders which is going to be used as the backbone of the course that will host the Games’ mountain bike competition.

Commonwealth Games Minister, Nigel Huddleston, said, "This site is not only playing host to one of the many exciting Birmingham 2022 sporting events, but is also levelling up access to cycling facilities for all and leaving a lasting legacy for the local community. Thanks to Games Partners and local councils, the new facilities at Cannock Chase will inspire the next generation of mountain bikers, conserve beautiful woodland and promote both the environmental and health benefits of getting on a bike."


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