Team Whistle, acquired by multinational sports and entertainment media group Eleven Sports earlier this year, will work to develop bespoke sponsorship packages, support market conversations and provide a social strategy plan to amplify their presence and growth on the key social platforms.

Tailored content packages will include offerings of Whistle’s original series like No Days Off, a behind the scenes look at the daily routine of athletes striving to be the best in their respective sports with their support systems.

Team Whistle, which has offices in New York City, Los Angeles and Charlotte in the United States and London in the United Kingdom, helped set up a YouTube channel for the Premier League in England. 

“The World Games are a staple in the world of sports,” said Kyle Young, head of solutions at Team Whistle.

“We are thrilled to be working together to not only bring fresh content sponsorship ideas to life leveraging Team Whistle’s production, talent and network for Birmingham 2022, but also help to expand social content strategies both paid and organic.

“We will look to grow their presence on the platforms and awareness in the US overall by incorporating our original formats that resonate with young audiences into the plan.”

The World Games was due to take place this year but was postponed due to the COVID-19 pandemic.

It is now set to take place between July 7 and 17 next year, featuring 3,600 athletes from more than 100 countries taking part in 30 sports.

“The World Games 2022 will be the first major international multi-sport event in America with full venues again,” said The World Games 2022 chief executive Nick Sellers.

“We believe this strategic partnership with Team Whistle - a global leader in building brand value - will provide companies a unique opportunity to build or grow their brand message across a global platform that is supported by the Olympic Movement as the world comes together for this historic moment.”