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Sports Round-Up | Premier League, Adidas, Tottenham Hotspur

A round-up of today's breaking sports business news stories including, the Premier League's decision to broadcast all games until fans return to stadiums, Adidas' move to offload Reebok brand, Tottenham Hotspur's renewed Ticketmaster deal and more...

Sports Round-Up | Premier League, Adidas, Tottenham Hotspur

Premier League to show broadcast all games until fans return to stadiums

The English Premier League has announced that it will be broadcasting the reminder of all Premier League fixtures until fans are able to safely return to stadiums.

"The Premier League and its clubs remain committed to an accessible solution for fans. The UK live broadcast arrangements will be reviewed in consultation with clubs and in line with any decisions made by Government regarding the return of spectators to stadiums," read a statement from the Premier League.

Adidas begins process of offloading Reebok

Adidas is preparing to part ways with its Reebok brand after it was announced last year that the German sportswear brand was looking to sell the company, which it had acquired for US$3.8 billion 15 years ago.

Now, Adidas has started a formal process to exit the Reebok business as part of a five-year strategy that will be presented on March 10.

Tottenham Hotspur renews deal with Ticketmaster

Premier League side Tottenham Hotspur has renewed its exclusive long-term deal with Ticketmaster Sport to become the clubs official ticketing innovation supplier.

In what has been described as a first-of-its-kind deal, Spurs will collaborate with the global ticketing business on a co-innovation partnership to drive technological ticketing advancements for the sport industry.

Adam Newsam, chairman of Ticketmaster Sport, said: “Having partnered with Tottenham Hotspur since 2006, we’re thrilled that our successful relationship continues to grow. By combining our collective experience, time and resources into this co-innovation partnership, we aim to ensure that the future of our industry is a forward-thinking, fan-focused and pioneering one."

Williams F1 acquires OMP Racing technical supplies

Williams Racing have announced a new deal with OMP Racing that will see them provide safety components for the UK-based Formula One team

Items include overalls, gloves, boots and underwear, will be supplied to Williams drivers George Russell and Nicholas Latifi, as well as the team’s pit crew.

Sportfive, Riot Games and Freaks 4U Gaming team up for new esports series

The Sportfive agency has teamed up with video game developer Riot Games and esports agency Freaks 4U Gaming on the commercialisation of the Valorant Champions Tour esports series.

Thomas Ottl, executive director of global esports at Sportfive, said: “Being responsible for the marketing mandate for one of the hottest esports titles of the upcoming years is a tremendous pleasure for us.

“With our expertise and our global sales force, we’re excited to open up a unique opportunity for brands to become a top-tier partner. Furthermore, to enlarge our portfolio within our partnership with Freaks 4U Gaming and Riot Games makes us excited and is a great next step in our relationship.”

Author: Jake Wilkin