LIV Golf & Formula E Launch Games & Partnerships | Chelsea FC & Sports Deals 2024

LIV Golf, Formula E, Chelsea FC, and SailGP Announce Key Partnerships and Initiatives

The sports world saw a flurry of commercial activity this week, with LIV Golf expanding its fan engagement platforms, Formula E solidifying its commitment to sustainability through a new e-commerce partnership, Chelsea Football Club honoring its historical ties with the Chelsea Pensioners, and the Emirates Great Britain SailGP Team strengthening its relationship with Howden. These developments highlight a growing trend of sports organizations leveraging technology, prioritizing fan experience, and aligning with values-driven partners.

LIV Golf Drives Fan Engagement with New Gaming Platforms

LIV Golf has launched two new gaming platforms, LIV Golf Fantasy and LIV X, in collaboration with Beyond Sports. This marks Beyond Sports’ first foray into the golf market, aiming to broaden accessibility and engagement for both existing and new fans. LIV Golf Fantasy offers a free-to-play, season-long competition with a unique hole-by-hole scoring system, allowing players to join at any point and compete based on the best four scores from the league’s first six events. LIV X, a digital engagement hub, provides fans with quizzes, polls, and daily games, rewarding participation with points redeemable for tiered benefits. Denise Taylor, Chief Technology Officer at LIV Golf, emphasized the importance of technology in enhancing fan interaction, fostering social connections, and providing entertainment for a global audience. The partnership with Beyond Sports is envisioned as a multi-year effort to create more immersive experiences for golf enthusiasts.

Formula E Prioritizes Sustainability with Levy Merchandising Partnership

In a move aligning with its commitment to environmental responsibility, Formula E has appointed Levy Merchandising as its exclusive global e-commerce supplier and licensed product rights holder. Launching during Season 12, the multi-year agreement will see Levy Merchandising manage the all-electric motorsport series’ digital retail operations, including an exclusive fanwear collection designed in-house. The collaboration emphasizes a “fan-first” philosophy, focusing on improved user experience and enhanced digital storefront design. Both organizations share a commitment to social and environmental standards, with Formula E being the first sport to achieve B Corp certification and Levy Merchandising implementing factory-direct sustainable supply chain initiatives and its “Project Fair Play” programme. Sanjay Shivaram, Brand Licensing and Retail Director for Formula E, stated the partnership will deliver a bespoke retail experience while upholding the series’ values of purposeful innovation and creativity.

Chelsea FC Celebrates History with New Clothing Range Honoring Chelsea Pensioners

Chelsea Football Club unveiled a new clothing range celebrating its long-standing relationship with the Chelsea Pensioners of the Royal Hospital Chelsea. The collection features the historic Percy the Pensioner figure and incorporates the scarlet color synonymous with the Pensioners’ uniform, appearing on polos, jumpers, hoodies, track jackets, caps, and a barrel bag. A portion of the profits will be donated to the Royal Hospital Chelsea, which provides lifelong care and support to former soldiers of the British Army. The connection between the club and the hospital dates back to Chelsea’s founding, with The Pensioners initially serving as the team’s nickname. Paul, a Chelsea Pensioner, spoke of the strong relationships built with supporters at Stamford Bridge, emphasizing the respect shown by the club. David Richmond CBE, CEO of the Royal Hospital Chelsea, expressed gratitude for the club’s celebration of the Pensioners and support of their mission.

Emirates GBR SailGP Team Strengthens Partnership with Howden

The Emirates Great Britain SailGP Team has elevated its partnership with Howden, the insurance group, to a tier 2 global partner. This upgraded agreement underscores Howden’s increased commitment for the remaining two years of the partnership, following a successful first year that saw Emirates GBR win the Season Championship, the Impact League, and top the points leaderboard. As a tier 2 global partner, Howden will benefit from increased brand visibility across the 2026 calendar, which includes 13 events across five continents. The partnership extends beyond commercial assets, focusing on environmental stewardship and social impact, exemplified by Howden’s support of the STEM Crew Live event in Portsmouth, delivered through the 1851 Trust. Sir Ben Ainslie, CEO of Emirates GBR, highlighted the alignment of values between the two organizations and the confidence provided by Howden’s expertise in insuring the team’s F50 race boat.

Optasia Championships Partners with TENZING for Energy Boost

The 2026 Optasia Championships has named TENZING as an official partner. The agreement will see TENZING supply its natural energy drink to spectators and players throughout the tournament, with on-site branding and activation across the PSA’s digital channels. Tommy Berden, Chief Commercial Officer of the PSA, expressed delight in welcoming TENZING, noting the brand’s alignment with the energy and intensity of professional squash and its focus on sustainability and natural performance. Huib Van Bockel, Founder of TENZING, stated the partnership provides an opportunity to bring natural energy to one of squash’s biggest stages, supporting performance with a clean, plant-based energy source.

These partnerships demonstrate a strategic focus across multiple sports on enhancing fan engagement, prioritizing sustainability, and aligning with brands that share core values. As the sports landscape continues to evolve, these types of collaborations are likely to become increasingly prevalent, driving innovation and creating more meaningful experiences for fans and participants alike.