The sports landscape continues to evolve with significant developments across golf, winter sports, and football. Broadcast rights, team partnerships, and operational leadership changes are shaping the future of these industries as we move into .
LIV Golf Expands Global Reach with Broadcast Renewals
LIV Golf is solidifying its position in the global sports market with renewed broadcast partnerships in both Sub-Saharan Africa and the UK & Ireland. SuperSport has renewed its agreement to deliver live coverage of all 14 LIV Golf League events during the season, including the league’s debut tournament in South Africa. This extends coverage to audiences in ten countries, building on SuperSport’s previous broadcast of the docuseries *Greens & Gold*, which followed the all-South African team, the Southern Guards, captained by Louis Oosthuizen and featuring Branden Grace, Dean Burmester, and Charl Schwartzel.
“We’re delighted to reaffirm our partnership with SuperSport and the Canal+ Group, which has been a cornerstone of LIV Golf’s journey in South Africa and across the region,” said Örjan Olsson, SVP, International Media Rights, LIV Golf. “As marks a defining chapter for LIV Golf on the African continent, we believe that SuperSport is the ideal broadcast partner to once again deliver unparalleled coverage of elite competition.”
Simultaneously, TNT Sports has secured a multi-year agreement to broadcast all 14 global LIV Golf events across its channels and platforms in the UK and Ireland, beginning in January . Coverage will commence with the ROSHN Group LIV Golf Riyadh, from February 4-7. The season will feature events across ten countries and five continents, including stops in Adelaide, Hong Kong, Singapore, Mexico, the USA, and the UK.
Sky Sport has secured live broadcast rights to all LIV Golf events and significant Asian Tour events in Germany, Austria, and Switzerland, totaling at least 30 events and nearly 600 hours of live coverage annually. The season will see LIV Golf events played over four days and 72 holes, offering expanded engagement opportunities for fans. The league will feature 57 players, including Bryson DeChambeau, Jon Rahm, Joaquín Niemann, Phil Mickelson, and Dustin Johnson, competing across 13 teams, alongside five Wild Card entrants.
Team GB Prepares for Milano Cortina 2026 with Athlete-Led Campaign
Ahead of the Olympic Winter Games Milano Cortina , Team GB has launched ‘In My Zone,’ a new athlete-led content campaign in collaboration with consumer electronics brand TCL. The campaign offers a glimpse into the daily lives of British winter athletes, showcasing how technology supports both their training, and recovery. The short-form social content features Team GB bobsleigh pilot Adele Nicoll and curling world champion Bruce Mouat, highlighting the role of TCL’s QD-Mini LED TVs and home technology in training analysis, gaming, and recovery.
“TCL, as a Worldwide Olympic Partner, is honoured to be working with Team GB, a symbol of sporting excellence and national pride,” said Diana Fan, Marketing Manager, TCL UK. “Our mission to ‘Inspire Greatness’ aligns perfectly with the values of Team GB. Through ‘In My Zone,’ we’re going beyond traditional sponsorship to show how our industry-leading technology genuinely supports athletes in every aspect of their lives.”
Tim Ellerton, Chief Commercial Officer, British Olympic Association, added, “We’re delighted to see this campaign go live on the eve of Milano Cortina as we seek to encourage fans across the nation to get behind our athletes. At Team GB we are committed to shining a light on every part of our athletes’ stories, and this campaign with TCL plays an important role in showcasing how meticulous preparation is just as important as rest and relaxation for any athlete on the road to an Olympic Games.”
Legends Global Appoints New General Manager for Chelsea Football Club Operations
Legends Global has appointed Rich Sutton as the new General Manager for its operations at Chelsea Football Club. Sutton will oversee operations at both Stamford Bridge and Kingsmeadow, having established the partnership for the / season. He brings nearly 20 years of experience in the sports and entertainment industry, previously serving as Multi-Unit Vice President of Operations in the United States, managing venues including Churchill Downs, the USTA Tennis Centre, and The Sphere. He will assume his new role on .
“I’m delighted to welcome Rich to Legends Global and Chelsea Football Club,” said Chris Bray, President of Europe at Legends Global. “Rich is a vastly experienced leader in operations and entertainment and will be a fantastic asset to the Club and our business. Chelsea FC is one of the most prestigious clubs in the world, and I have no doubt that Rich is the right person to drive value and success as it looks to the future.”
Sutton himself stated, “I am very excited to be joining Legends Global at such a pivotal time. I have been observing Legends Global’s recent transition and expansion. It’s evident they are new industry disrupter, causing waves with their growth and complete package strategy for venues and clients. I am honoured to be brought on board to head up the historic and iconic Stamford Bridge Stadium, home of Chelsea FC, and look forward to working alongside some of the best leaders in the industry.”
Rugby League Commercial Secures French Broadcast Agreement
Rugby League Commercial (RL Commercial) has finalized a broadcast agreement with French media organization Le Groupe Dépêche to air Catalans Dragons and Toulouse Olympique matches during the Betfred Super League season. The deal, brokered by IMG, ensures coverage on Le Groupe Dépêche’s digital platform, Rugbyrama, featuring French commentary and a dedicated weekly wrap-up show. Content will also be distributed across the group’s wider media network, including *Midi Olympique* and *L’Indépendant*, reaching a collective digital audience of over 200 million monthly visits.
The season marks the second time both French clubs have competed in the Super League simultaneously. The broadcast schedule includes the Catalans Dragons’ 20th-anniversary celebration game against Wigan Warriors in Paris on June 6, as well as three French derby matches.
“Welcoming La Depeche to our overseas broadcast partners is positive news ahead of the start of what promises to be a bumper season of action in the Betfred Super League,” said Adam Treeby, Head of Broadcast at RL Commercial. “Both Super League and the Dragons will celebrate significant milestones in , with the competition turning 30 and the Dragons marking 20 years in Super League, while Toulouse is celebrating a first return to the top flight since 2022. We’ve experienced first-hand the passion of French rugby league supporters over the years, so we hope this renewed coverage of the sport in France helps the teams to continue to grow their support base and brand both locally and internationally.”
