IRIS Sport Media, Cambridge United & Lions – Sports News Roundup
IRIS Sport Media is making waves by vastly expanding the broadcast reach of the 2025 FIFA Club World Cup across Africa, securing deals with 30+ broadcasters, ensuring wider access to this premier sports event. This strategic move, a key development in the sports broadcast deals landscape, highlights the firm’s influence in the industry. Moreover, discover Cambridge United’s exciting partnership with Brooks for shirt sponsorship and community initiatives, signifying a boost in the football world. We also cover the British & Irish Lions’ support for mental health awareness through the Hugby campaign, plus the extraordinary Royal Ascot ticket sales. For up-to-the-minute insights, check out News Directory 3 for detailed analysis. Discover what’s next for these key players in sports.
Sports Broadcast Deals, Cambridge United & Lions in Focus
Updated June 17, 2025
IRIS Sport Media, a UK-based sports advisory firm, has secured numerous broadcast deals across Africa for DAZN, substantially expanding the reach of the FIFA Club World Cup 2025. The inaugural tournament, featuring 32 teams, begins June 14. Inter Miami, owned by David Beckham, will host Al Ahly.
Partnering with Marketing & Media solutions (MMS) and PC Plus group Holding, IRIS Sport Media has finalized sublicensing agreements with 30 broadcasters in Sub-Saharan Africa. Thes include SuperSport and StarTimes for English-speaking territories, New World TV for French-speaking regions, Azam TV for eight Eastern-African territories (English and Swahili), and Zap TV in Angola and Mozambique (Portuguese). Free-to-air coverage will be available in 25 countries, including Nigeria, Kenya, and South Africa via SportyTV.
Cambridge United has announced a two-year sponsorship with brooks, a footwear and athletic apparel brand. Brooks will be the official front-of-shirt sponsor for the Men’s First Team for the 2025/26 and 2026/27 seasons. the partnership includes Brooks providing footwear to players and coaches. Cambridge United and Brooks will collaborate on community initiatives, including a Run Club powered by Brooks.
Neil Rowe, Head of Commercial at Cambridge United, said the partnership strengthens the club’s commercial profile and aligns with its values. “With Cambridge United and its foundation deeply committed to promoting health and well-being in our community, Brooks stood out as a partner to help amplify the impact of our work across the city,” Rowe said.
The British & Irish Lions supported LooseHeadz’s Hugby campaign at the Aviva Stadium before their match against Argentina. The rugby mental health charity launched the campaign to reduce stigma around mental health in rugby. Players, fans, and staff were encouraged to hug each other after the national anthem. Broadcaster Nick Mullins voiced the campaign video.
Ascot Racecourse has experienced a notable increase in ticket sales for the 2025 Royal meeting, selling 15,000 more tickets than the previous year. The course is also on track to become net-debt free by the end of the year. This year marks the 200th anniversary of the Royal procession.
What’s next
DAZN aims to provide free-to-air coverage of the FIFA Club World Cup 2025 in every market globally, including across Africa, enhancing access to the tournament for fans worldwide.Cambridge United and Brooks will launch community-focused initiatives to promote active lifestyles. The British & Irish Lions will continue to support mental health awareness through partnerships like the one with LooseHeadz.