Industry Shorts: McLaren, Auddy, OneFootball


McLaren Racing and Logitech G have relaunched the new-look G Challenge e-racing competition for a fourth year.

The official 2021 Logitech McLaren G Challenge racing season will start on 1st July and will feature several new additions and challenges for amateur drivers. It will expand to include three divisions – Open Wheel, Stock Car, and Sport Car Racing – and will be played on the iRacing and Assetto Corsa Competizione games, and will culminate with the Grand Finale, 15th January 2022, in Las Vegas.

In celebration of the new look, Logitech G and McLaren Racing will host a celebrity Pro-Am race on 7th July 2021, where celebrities will form two teams to compete in a Stock Car and Open Wheel race. American racing driver William Byron and McLaren Formula 1 driver Lando Norris will captain and draft their respective teams. Additional celebrities include rapper, singer, and songwriter A$AP Ferg, and Arrow McLaren SP racing driver, Felix Rosenqvist.

London-based podcast production and distribution company Auddy has launched a new podcast featuring a host of famous names telling the story of the 1997 Lions Tour.

‘Inside the Tour – The Lions 1997’ tells the story of the team which upset the Springboks, who were then the reigning World Champions.

Presented by broadcaster Alastair Eykyn, the series features legendary coaching duo, Sir Ian McGeechan and Jim Telfer, Tour Manager Fran Cotton and players from the successful squad including John Bentley, Neil Jenkins, Matt Dawson, Scott Gibbs, Will Greenwood, Jeremy Guscott, Austin Healey, Rob Wainwright and Keith Wood.

The 10-part series will include more than five hours of exclusive interviews to tell the definitive story from the Tour. The podcast will also explore the groundbreaking ‘floy-on-the-wall’ documentary Living With Lions – which saw a crew film the 1997 Tour – and dedicate an episode to Doddie Weir, a popular member of the touring squad who was diagnosed with Motor Neurone Disease in 2017 and has since raised millions of pounds for research into the condition.

OneFootball has teamed up with WSC Sports to enhance its short-form video content with AI-driven video technology.

The football media platform says WSC Sports’ AI and automation tools will enable it to develop ‘personalised, localised, and unique’ content while scaling video content creation and optimising time and resources.  

The partnership aims to provide fans with ‘innovative live, near-live, and post-game’ video content, with OneFootball incorporating WSC Sports’ automated technology across its OTT offering. Both parties will also collaborate on ‘further differentiating and enriching the OneFootball experience’ with short-form video content across its various touchpoints with fans.  

Team England has launched a new ‘Generation 22’ campaign, which aims to shine a light on athletes currently breaking into the team, as well as the potential stars of the Birmingham 2022 Commonwealth Games.

Reflecting Team England’s ‘values of diversity and inclusivity’, the campaign will profile athletes from different sports, ages, backgrounds and locations across the country in the run up to the Games next summer.

The profiling strategy aims to raise the profile of young athletes in the team, raising awareness and anticipation for the Games. Team England will offer national and regional media opportunities to interview each athlete, providing a deeper dive into their stories.

The AELTC has appointed global fitness equipment suppliers Life Fitness and the Gym Rental Company as Official Gym Equipment Providers for the 2021 Championships, Wimbledon.

The pair will equip the All-England Club’s two gyms for the tournament to support the strength and conditioning of the players.

Life Fitness and the Gym Rental Company first partnered with the event in 2019, and return this year following the cancellation of the 2020 edition of the tournament due to the coronavirus pandemic. The onsite gyms – which are purpose-built for the competition – include treadmills and cross trainers from Life Fitness’ Integrity Series, ICG IC6 indoor cycles, and Hammer Strength dumbbells.

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