Sela Expands to London, DAZN Secures 3ICE Rights and Glasgow 2026 Mental Health Partnership
Saudi-owned Sela has launched its international headquarters in London to scale global sports and entertainment partnerships. The move, attended by Saudi Arabia’s Ambassador to the United Kingdom Prince Abdullah bin Khaled bin Sultan bin Abdulaziz and GEA Chairman Turki Alalshikh, establishes a strategic hub for rights holders and promoters.
This expansion reflects ongoing investment by Saudi organisations in the UK market and the wider international sports and entertainment industry. The London office will act as Sela’s international operations hub, supporting relationships with promoters, rights holders, venues and production partners.
Sela’s Strategic Pivot to the UK Market
Turki Alalshikh characterized Sela as a “Saudi success story” capable of competing globally. According to Alalshikh, the London headquarters is an important step in strengthening the company’s global network and delivering world-class projects. The office will serve as the operations hub for relationships with production partners, venues, and rights holders.
The launch of the London headquarters represents the latest step in Saudi Arabia’s efforts to strengthen its international footprint in sports and entertainment. Sela has become involved in a number of sports and entertainment initiatives in Saudi Arabia, including projects linked to Riyadh Season and partnerships with domestic and international organisations.
DAZN Expands Portfolio with 3ICE Global Rights
Broadcasting giant DAZN has secured global rights to 3ICE, the professional three-on-three hockey competition. The partnership began on July 4, with DAZN streaming the inaugural 3ICE World Cup and the latest season of the 3ICE Men’s League on a free-to-view basis. The World Cup event took place July 4-5 at the SSE Arena Belfast, featuring eight national teams – Great Britain, the US, Canada, Sweden, Finland, Switzerland, Germany and Austria.
E.J. Johnson, Chief Executive and Founder of 3ICE, stated that partnering with DAZN is a “tremendous milestone” that allows global audiences to experience the speed, skill and nonstop excitement that make 3ICE unlike anything else in hockey.
Glasgow 2026 Integrates Mental Health Infrastructure
Glasgow 2026 has become the first major sporting event to sign Scotland’s Mental Health Charter for Physical Activity and Sport. The partnership with SAMH, which serves as the Official Mental Health Supporter for Team Scotland, embeds mental health support directly into the Games’ operations ahead of the event running from July 23 to August 2.
The agreement includes the deployment of “The Wee Nook,” a mobile mental health hub available at Team Scotland House and athlete accommodation sites. Gayle Shepherd, Director of Executive Office and Social Impact at Glasgow 2026, stated that the partnership was built into the planning stages to ensure wellbeing is fundamental to the success of the Games. Billy Watson, Chief Executive of SAMH, noted that the Commonwealth Games provides a “fantastic platform” to show that major events can take mental health seriously in high-pressure environments.
IMG Restructures Leadership for Integrated Delivery
Global sports marketing agency IMG has appointed Jackie Stevenson as Chief Client & Operations Officer. Reporting to President Adam Kelly, Stevenson will oversee global client delivery and operations, integrating the agency’s capabilities across media rights, brand partnerships, production, digital, data, and event management.
Stevenson joins from M&C Saatchi, where she served as Global Chief Strategy & Innovation Officer. Adam Kelly described her appointment as a “key step” in strengthening how IMG operates as one connected organisation. Stevenson noted that clients now require “integrated partners” who can connect rights, content, technology, data and commercial expertise.
Getahead Leverages AI for Mental Performance
UK-based app Getahead has launched an updated platform utilizing AI-powered coaching to measure and develop mental performance. The platform features a “Mental Edge Assessment” that evaluates users across 10 psychological dimensions to identify how they respond to competition, pressure and setbacks.
Founder Chris McAdam, a former professional rugby player, developed the tool after experiencing mental blocks that hindered his own performance. The platform offers a library of over 250 mental skills exercises, aiming to make the support of a sports psychologist accessible to athletes who cannot afford expensive private coaching.
Disclaimer: The insights provided in this article are for informational and entertainment purposes only and do not constitute medical advice or sports betting recommendations.