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BOA feeds sponsor portfolio with McVitie’s deal

The British Olympic Association (BOA) has agreed a new partnership with biscuit brand McVitie’s.

The producer of products such as McVitie’s Digestives, Hobnobs and Jaffa Cakes, will back Team GB until the end of 2020, a period which will include next year’s Summer Olympic Games in Tokyo.

The partnership will be activated through consumer promotional activities, retail partnerships and internal colleague programmes.

Southampton signs record sponsor deal with China’s LD Sports

Southampton has unveiled Chinese sports content, marketing and entertainment platform LD Sports as its new main shirt sponsor in a three-year deal.

Financial terms of the deal were not disclosed but Southampton confirmed the agreement marks the biggest in the Premier League club’s history. The deal runs until the end of the 2021/22 season.

LD Sports is a brand-new platform and is set to launch this summer in the Chinese market. Full details of the www.ldsports.uk website will be revealed in due course.

Audi & Tottenham - Stay True

Audi UK has called on Tottenham Hotspur’s iconic cockerel to star in its latest video to promote its partnership with the Premier League club.

The video has been created by We Are Social Sport with production from We Are Social Studios. In the film, a real-life cockerel arrives at Tottenham’s new stadium in an Audi Q8 before sampling the ground’s car park, home dressing room and press auditorium.

The film features Tottenham players Toby Alderweireld, Fernando Llorente, Erik Lamela and Kyle Walker-Peters, as well as club legend Ledley King. 

INEOS to support Kipchoge’s marathon record attempt

UK chemicals firm INEOS is stepping up its investment in sport by backing Kenyan long-distance runner Eliud Kipchoge in his latest attempt to run the world's first sub-two-hour marathon.

The INEOS 1:59 Challenge will take place in late September or early October, with a venue currently being decided. A number of options that offer a flat-looped circuit are being considered for Kipchoge, who last month won his fourth London Marathon title.

West Ham extends Umbro deal

West Ham United has extended its kit partnership with Umbro through to the summer of 2023.

The global sportswear company will remain as West Ham’s official technical partner, producing all official playing kits, from first team to youth and schoolboy level, as well as training products and leisurewear for players and supporters.

Catapult’s college deal to offer tech education

College students across the UK will have the opportunity to learn about cutting-edge performance technology as part of a new partnership between analytics provider Catapult Sports and AoC Sport.

Under the agreement, AoC Sport, the lead organisation for sport and physical activity in colleges across the UK, will be able to use Catapult’s PlayerTek wearable technology to track, monitor and improve teams’ performances across its network.

Industry shorts: Rangers, Jockey Club, Sportradar

Scottish Premiership football club Rangers has signed an extension to its shirt sponsorship deal with online casino 32Red.

The new deal will run until the end of the 2020/21 campaign, which will mark 32Red’s seventh consecutive season as principal sponsor of the club.

32Red’s logo will continue to feature on the front of Rangers’ playing shirts, with its branding also appearing on official club training wear and across the Ibrox stadium in Glasgow.


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