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- Production Passport Newsletter | 🎾 Nexo Expands into Tennis Sponsorships
Production Passport Newsletter | 🎾 Nexo Expands into Tennis Sponsorships
PLUS: MFG’s investment helps LA GOLF expand its premium brand in the U.S
Noah Gershon
February 27, 2025 • Estimated Reading Time: 7 minutes
Welcome to Production Passport! Each week, we bring you tailored insights, expert tips, and industry updates to streamline your travel and logistics within sports production. Let’s make your next event stress-free and unforgettable!
Coming Up:
Discover how data-driven travel is transforming athlete performance, plus insights on F1’s event innovations, rising sports partnerships, major media investments, and AI’s impact on eCommerce and fan engagement.
Editor’s Pick 🔎
Guest Author: Noah Gershon
In the high-stakes world of sport, every detail counts. Imagine an elite athlete missing a crucial pre-game recovery session due to a flight delay. Their performance falters, and victory slips away. For today’s champions, travel isn’t just about getting from point A to point B. It’s about arriving in peak condition, ready to win.
Data-driven travel is transforming the way elite athletes experience their journeys. Gone are the days of rigid itineraries and generic travel plans. Today, advanced analytics enable hyper-personalisation, ensuring every aspect of the journey is tailored to maximise performance. From optimised sleep schedules to nutrition-specific meal plans, data-driven travel enhances recovery, focus, and overall well-being.
The modern sports traveller demands seamless experiences that cater to their unique needs. Predictive analytics now provide real-time updates on flight delays, gate changes, and weather disruptions, reducing stress and allowing athletes to stay focused on their performance. With mobile apps delivering instant updates and automated logistics tools streamlining every step, athletes can eliminate distractions and maintain peak mental focus.
Safety and well-being are at the core of data-driven travel. Advanced travel platforms offer location tracking, emergency assistance, and personalised wellness features. From jet lag management tips to customised nutritional guidance, these tools help athletes perform at their best, wherever they are.
But this isn’t just about logistics; it’s about strategic advantage. Teams that embrace data-driven travel consistently outperform their competitors, understanding that winning starts long before the game begins. By leveraging data to personalise every detail, travel becomes a competitive edge that drives championship success.
That’s why leading teams are turning to specialists like Coraaj Travel, whose expertise in athlete travel has supported some of the biggest names in sport, from the Rajasthan Royals to the Caribbean Premier League. By aligning travel with performance needs—whether through real-time upldates, custom itineraries, or integrated wellness planning—Coraaj Travel helps teams stay ahead, ensuring every journey contributes to success on the field.
As sports organisations continue to refine their approach to performance optimisation, data-driven travel is becoming an essential part of the equation. With the right strategies in place, teams can transform travel from a logistical necessity into a true competitive advantage.
Spotlight 🌟
F1 PROMOTIONS
The Formula 1 Promoter Awards, held at London's Natural History Museum, recognised the standout Grands Prix of the season. Miami Grand Prix won Promoter of the Year, highlighting the event's impact. Other winners included Abu Dhabi for Event Spectacle and Singapore for Fan Experience. Promoters excelled in innovation and community engagement.
Best Practices 🏆
SPORTS PARTNERSHIPS
Threepipe Reply renews ECB account to:
Promote cricket inclusivity.
Excel rebrands Nolan Partners for leadership expansion.
Gymshark hires Kimberly Dolder as CCO for commercial growth.
KOO partners with BMC Pro Triathlon.
M&S Bank Arena focuses on sustainability.
R.M. Williams sponsors Oxford-Cambridge rugby.
Chadwick Lawrence supports Huddersfield Giants.
Industry News 🗞️
TENNIS SPONSORSHIP
Nexo, an emerging player in the crypto wealth market, has made waves by stepping into the world of tennis sponsorships. They recently secured a last-minute agreement to sponsor the prestigious ATP 500 event, the Mexican Open. This move highlights Nexo's strategic vision to cement its brand within the sports arena, leveraging tennis's global appeal.
The platform’s expansion into tennis is marked by enthusiasm and forward momentum. Future sponsorship deals are anticipated, signalling Nexo's commitment to integrating its brand deeper into the sports industry. This aligns with broader market trends where financial technology companies are increasingly visible in high-profile sporting events, aiming to tap into a diverse audience and enrich their brand's international presence.
MEDIA INVESTMENT
MFG has made a strategic investment of up to £3.7 million ($5 million) in LA GOLF, a top-tier performance-driven golf brand, to boost its market presence in the U.S. LA GOLF, known for its innovative all-carbon putters, has gained favour among both professionals and amateurs, co-designing the latest driver with Bryson DeChambeau. The brand's growth aligns with rising demand for premium golf products.
This move marks MFG's U.S. entry, armed with £22.2 million ($30 million) in advertising credits to empower burgeoning consumer brands. By exchanging equity for advertising, MFG aids brands in reaching wider audiences without financial strain, leveraging over 20 media partners across Europe, the UK, and the U.S. "Our partnership with MFG will expand LA GOLF's reach to new players," stated Reed Dickens, CEO of LA GOLF.
RUGBY SPONSORSHIP
Emirates discontinues its decade-long sponsorship of Ellis Park and the Lions, prompting a search for new naming rights partners. This strategic change opens opportunities for fresh collaborations in South Africa’s rugby domain, potentially revitalising the iconic venue and the team's market presence in an evolving sports landscape.
Case Study 📖
5G CLOUD INNOVATION
Orange Belgium, LiveU, Dreamwall, and Atmosfair deployed a 5G cloud production proof-of-concept at the International Belgian Judo Open. This initiative illustrated strategic and logistical innovations in live sports broadcasting via 5G standalone technology; offering a new paradigm for cost-effective, agile, and immersive production in European sports events.
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The Production Passport is a Contentive publication in the Travel division