The unique, raucous team spirit of the Mosconi Cup is transforming Nine-Ball pool into a spectacle that rivals the atmosphere of major darts events, according to Matchroom Multi Sport CEO Emily Frazer. Speaking as the 2025 edition got underway at London's Alexandra Palace, Frazer described the iconic Europe vs USA tournament as 'snooker meets darts…but it’s going towards the darts.'
The Team Dynamic Driving Mosconi Cup Mania
Running since 1994, the annual Mosconi Cup features the world's finest pool players in a team format that Frazer believes is key to its growing appeal. The 2025 event began on Wednesday 3rd December and concludes on Saturday 6th December, with Friday night already a complete sell-out of its 2,000 seats at Ally Pally.
Frazer explained that the shift from an individual sport to a team competition creates a compelling dynamic for viewers. 'With pool, it’s so singular throughout the year, same with the snooker,' she said. 'But as soon as you see in other sports like golf and tennis, when they get together, it just brings a whole different level to it.'
She highlighted the contrasting characters, from Europe's 'silent assassins' like Pijus Labutis to the outspoken captain Jayson Shaw, and the passionate Team USA players 'wearing their hearts on their sleeves.' However, Frazer was clear on the main attraction: 'The biggest thing is obviously the atmosphere.'
From Netflix Spotlight to Snooker Experiments
Frazer herself recently stepped into the spotlight as a featured personality in the Netflix documentary Matchroom: The Greatest Showmen. She expressed relief at not 'getting cancelled' after forgetting she was miked up, and was pleased the series highlighted her Multi Sport division, which she calls 'the underdogs of Matchroom Sport.'
In contrast, she noted that snooker received less favourable coverage in the documentary, with scenes from the English Open in Brentwood featuring a rogue pigeon. Frazer suggested showcasing events like the Masters at Alexandra Palace would present a 'different beast' to audiences.
Her team's experimental approach was evident at last month's Champion of Champions snooker event, won by Mark Selby over Judd Trump. Frazer's division introduced elements like personalised jerseys with player nicknames, inspired by darts. 'I think it’s good for snooker to have this one event that’s a little bit different,' she stated, acknowledging the sport's more elegant tradition while advocating for innovation to attract new fans.
Growing the Game and Embracing Personality
Central to Frazer's philosophy is using events like the Mosconi Cup as a gateway for casual sports fans to discover Nine-Ball pool. 'This is the one that if you don’t really know too much about Nine-Ball, this is what’s going to get you excited,' she urged.
This extends to encouraging player personality, a tactic borrowed from darts' success. 'You have to try and get those personalities across,' she said, citing examples like 'MVG' for Michael van Gerwen. While she admitted some experiments, like a 'dance cam', were initially panned on social media, she believes in trying new ideas to make live sport engaging.
The 2025 Mosconi Cup teams are battling it out live on Sky Sports. Team Europe, the defending champions, are captained by Jayson Shaw and include Moritz Neuhausen, Pijus Labutis, Joshua Filler, and David Alcaide. Team USA, captained by Skyler Woodward, features Fedor Gorst, Shane Van Boening, Tyler Styer, and Billy Thorpe.
Reflecting on the players, Frazer praised their humility but singled out one exception with characteristic frankness: 'Jayson Shaw is the worst loser. And I’ll say that to his face.' It's this blend of high-stakes competition, bold characters, and an electric crowd that Frazer believes will secure the future of pool.
