Sponsorship

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Everton sign new kit deal with Hummel

Everton has announced that sportswear brand hummel will become the club’s new Technical Partner, providing the team with kits from the 2020/21 season and beyond.

The three-year agreement will see the brand manufacture and supply Everton with bespoke playing, training and travel wear ahead of the 2020/21 season, while current partner Umbro - which has been a partner of the club since 2014 - will finish the current 2019/20 campaign should the games eventually take place..

Sport Industry Spotlight: Key Learnings on Partnerships

The below is an abridged version of the full executive summary that Sport Industry Spotlight attendees receive as part of their package. To find out more about the session and to sign up for future panels, click here.


The latest edition of Sport Industry Spotlight delved into the world of partnerships between brands and either teams or individual athletes, discussing talent management, sponsor identification and creative activations.

Harry Kane donates Orient sponsorship to good causes

England captain Harry Kane has sponsored the first team kits at his former club Leyton Orient for the 2020/21 season, donating the space to three good causes who will feature on the players’ shirts.

As part of the deal, Orient’s home kit will display thanks to frontline workers for their efforts during the coronavirus pandemic, while mental health charity Mind and Haven House Children's Hospice will be featured on the club’s away and third shirts.

Watford to sign kit deal with Kelme

Premier League side Watford will partner with kit manufacturer Kelme from the start of the 2020/21 season, according to a report in The Athletic.

The club has been with its current partner adidas for three years but, according to the report, an additional season extension to the ongoing partnership wasn’t activated.

The new deal with Kelme is expected to run for four years, and could see the club increase its income on the previous adidas deal by a factor of five. 

Umbro to become England Rugby kit supplier in four-year deal

England Rugby has announced a new four-year partnership with Umbro, who will become the Official Technical Kit Partner of the country’s rugby union teams from 1st September 2020.

The British sportswear manufacturer will provide match kits for all of the England Men’s teams, Red Roses, sevens and age group teams managed by the RFU.

It will also provide the team’s training wear and off-field kit as well as offering fans a full range of supporter wear including men’s, women’s and children’s ranges from the start-date of the partnership. 

Barclays becomes lead sponsor of UK League of Legends Championship

Barclays will headline the 2020 Summer Split of the UK League of Legends Championship (UKLC), as the bank enters into a partnership with DreamHack to become the lead sponsor of the professional esports tournament.

The next season of the UKLC is set to start on June 14, 2020, and will feature eight teams from the UK and Ireland. The UKLC will run over an eight week period in June, July, and August. The eight teams will compete in a double best-of-1 round-robin format, with the top four teams advancing to the playoffs.

McVities appoints Fuse as agency of record for Team GB sponsorship

McVitie’s has appointed partnerships and experiences marketing agency Fuse to look after athlete management for its Team GB sponsorship as it builds up to the Olympic Games Tokyo 2020

Fuse will be the brand’s partnership agency of record for the sponsorship, and the agency has negotiated and contracted a host of Team GB athletes to front the campaign over the coming months.

Siya Kolisi partners with Proctor and Gamble for Vicks campaign

South Africa’s Rugby World Cup 2019 winning captain Siya Kolisi has partnered with Vicks for a new #TouchofCare campaign.

The Springboks captain will serve as the latest brand ambassador for the Proctor and Gamble brand and will be the face of a new social media-driven campaign which seeks to highlight Kolisi’s own experience with child adoption.

The player formally adopted his half-siblings in 2014 following the deaths of both their mother and father. 

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