Sponsorship

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INDUSTRY SHORTS: Arsenal, Suning, IMG

Camden Town Brewery has been unveiled as Arsenal’s new beer partner in the UK and Ireland.

Under the three-year deal, Arsenal will rename its Champions Bar as the Camden Town Brewery Tavern, while the beer brand will have the right to use the club’s imagery in marketing campaigns.

Camden Town Brewery branding will also appear throughout the club’s Emirates Stadium.

The local brewery was established in 2010 before being acquired by Anheuser-Busch InBev in 2015.

Budweiser seals Premier League & La Liga partnerships 

Budweiser has sealed multi-year partnerships with two of Europe’s leading football leagues, the Premier League and La Liga.

The agreements will not only give the Anheuser-Busch InBev brand significant activation opportunities in the leagues’ two home markets of the UK and Spain, but also the opportunity to reach fans through market-specific engagements in more than 20 countries, including China, South Africa, India, Chile and Nigeria.

INDUSTRY SHORTS: O2, MyCujoo, F1, Premier League, Challenge Cup, Pitch International

England Rugby and its sponsor, O2, will host a ‘Wear the Rose Live’ festival at Bristol Amphitheatre on 13th August that will feature the 31-man Rugby World Cup squad and coaching staff the day after the squad selection for the tournament in Japan.

The free-to-enter event, which will begin at midday, will give fans the chance to meet current and former players, while the O2 Touch tournament will feature 20 touch rugby teams competing on a giant inflatable pitch. The festival will also offer live music, carnival stalls and other attractions.

Kia renews Oval deal

South Korean car manufacturer Kia has sealed a four-year extension to its partnership with Surrey County Cricket Club, until the end of 2014.

The deal will ensure the club’s home stadium will retain its Kia Oval name. The two parties’ initial agreement for the iconic venue began at the start of 2011, with the extension ensuring the naming-rights partnership is now one of the longest in UK sport.

Under the agreement, Kia will also continue to have its brand emblazoned across the club’s shirts, a well as various places around the London stadium.

Roma joins blockchain revolution with Socios.com

Fan engagement platform Socios.com has expanded its football portfolio by striking a deal with Serie A’s AS Roma, which has become the latest major club to embrace innovative blockchain-based technology.

Under the agreement, the platform’s Chiliz ($CHZ) utility token has become the club’s official cryptocurrency as part of a fan engagement model inspired by the ‘socios’ membership structure utilised by the likes of Spanish LaLiga giant FC Barcelona.

National Student Esports secures long-term Intel deal

National Student Esports (NSE) has signed a strategic long-term partnership with Intel for the second season of the British University Esports Championship.

The two companies will work together on a range of initiatives throughout the season, with more details of the partnership to be announced later in the year. A particular focus will be placed on investment in grassroots esports.

Virgin Sport & JUST Goods team up on London 10K anti-plastic drive

Will Smith and Richard Branson have announced a new partnership between their respective JUST Goods and Virgin Sport brands to replace all single-use plastic bottles at the finish line with JUST Water cartons during Sunday’s ASICS London 10K.

The eco-friendly initiative will also result in an additional 40,000 single-use plastic bottles being removed from the route.

Some 500,000 single-use plastic bottles will be removed from all Virgin Sport events in 2019, including the Hackney Half Marathon and the Oxford Half Marathon.

Fanatics adds UEFA to football portfolio

UEFA has signed a long-term partnership with Fanatics, which will serve as the official fan shop for the body’s national team events.

The deal covers Euro 2020, the Nations League Finals, the European Under-21 Championship, the European Futsal Championship and the Women’s Euro 2021.

As part of the agreement, Fanatics will be able to produce officially licensed UEFA competition merchandise at its major events.

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