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Industry Shorts: The Hundred, Amazon, Manchester City

KP Snacks has been announced as the new official team partner for The Hundred, the new competition launched by the ECB that is set to debut next summer.

KP Snacks has signed a long-term partnership, which will be designed to help grow cricket and get families active. A series of multi-channel marketing activities will be launched to promote the partnership, with the two parties to support KP Snacks’ ‘Our Taste for Good’ programme.

Allyson Felix agrees 'holistic' Athleta deal

US athletics star Allyson Felix has signed an innovative partnership with performance apparel brand Athleta, through which she will receive the same financial benefits if she takes a break from the sport for maternity leave.

Felix, who has won six Olympic gold medals in track events, previously had an endorsement deal with Nike, which ended in December 2017.

Felix now becomes Athleta’s first-ever sponsored athlete and the partnership is designed to empower women and girls through sport. Athleta, which is owned by Gap, will be Felix’s exclusive supplier of apparel.

Industry Shorts: Fulham, Ten Toes Media, BHA, ITF

Football Index has agreed a deal with Fulham to become the Championship club’s new training kit partner and official football stock market partner for the 2019/20 season.

As part of the agreement, Football Index will receive brand exposure on Fulham’s first-team training kit and coaching staff attire. The company will also be promoted at Craven Cottage and take part in digital and social content throughout the season.

INDUSTRY SHORTS: Southampton, Newcastle, FIFA, NBA...

Cryptocurrency platform StormGain has become the new official sleeve partner of Premier League club Newcastle United.

The deal covers Newcastle’s first-team shirts until the end of the 2019/20 season. StormGain, which recently launched a new trading and investing mobile application, will also have branding exposure around the club’s St James’ Park stadium and training centre.

StormGain will provide Newcastle fans with various offers and engagement opportunities, such as competitions to win match tickets and signed merchandise, as well as meet-and-greets with players.

AIA Tottenham extend partnership worth up to £320m

 Tottenham Hotspur has signed a long-term extension to its shirt sponsorship agreement with AIA Group.

The new deal will run until the end of the 2026/27 season, with AIA to retain its position as an official partner and front-of-shirt sponsor of Tottenham as part of the agreement.

Financial terms of the agreement were not disclosed but reports indicate that the deal could be worth up to £320m over eight years.


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.


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