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4GLOBAL CEO discusses expansion of Sport England deal for wider insights

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4GLOBAL PLC (AIM:4GBL) CEO Eloy Mazon talked with Proactive's Stephen Gunnion about the company’s expanded agreement with Sport England. The updated contract deepens 4GLOBAL’s role in delivering data-led insights to support increased sports participation across England, extending beyond facilities to include outdoor and informal activity spaces. Mazon explained that this new phase builds on a successful four-year partnership which helped boost participation by over 30%. “We like to think we play a very significant part in achieving those outcomes,” he said, referring to the impact of 4GLOBAL’s data platform on investment decisions in grassroots sports. Now, Sport England is shifting focus to track physical activity beyond formal facilities, such as cycling paths and running tracks. 4GLOBAL’s recently launched insight platform plays a key role by integrating multiple datasets to generate predictive insights. Mazon said, “This contract…places us at the centre of sport and physical activity in England.” He added that the broader ecosystem engagement—covering everything from local authorities to gym operators—offers not only data value for Sport England but commercial opportunities for 4GLOBAL. Mazon also highlighted the strategic value of this multi-year, multi-million-pound contract as part of the company’s move toward recurring revenue and EBITDA growth. “The focus for us going forward is to really grow EBITDA, because that provides us with that free cash flow…to invest in growth,” he noted. For more CEO interviews and market updates, head to Proactive's YouTube channel. Don’t forget to like this video, subscribe to the channel, and turn on notifications for the latest updates. #4GLOBAL #SportEngland #DataAnalytics #PhysicalActivity #GrassrootsSports #SportsInvestment #ARRGrowth #EBITDA #SmartData #ProactiveInvestors #UKSport

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