Sponsorship

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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. 

Team GB and British Red Cross team up for Olympic Games

The BOA have announced a partnership which will see the British Red Cross become Team GB’s Official Charity Partner ahead of the Olympic Games 2020.

Team GB says it is preparing to take its most diverse team ever to the Games, and is teaming up with the British Red Cross and its network of 20,000 volunteers to inspire the British public to perform acts of kindness and make a positive difference, supporting people in crisis in the UK and overseas. 

Weetabix Protein partners with Luke Campbell for Youth Challenge

Weetabix has teamed up with Olympic and Commonwealth gold medal-winning boxer Luke Campbell, who will become a brand ambassador for Weetabix Protein.

In the role, Campbell - who previously told the Sport Industry Private Dining Club about his career ups and downs as well as his plans to become more involved in the wider industry - will lead the Weetabix Protein Youth Challenge, a new partnership between the cereal brand and Virgin Sport to encourage children aged 7-14 years to be more active

Formula 1 announces Saudi Aramco as Global Partner

Formula 1 has announced Saudi energy and chemicals company Aramco as a new long-term Global Partner.

The deal sees Aramco become the single seater motorsport series’ sixth Global Partner alongside DHL, Emirates, Heineken, Pirelli and Rolex.

The pair say they will combine their shared expertise to identify opportunities for the advancement of sustainable fuels, enhanced engine efficiencies and emerging mobility technology across the course of their partnership.

HSBC ends British Cycling deal four years early

British Cycling and HSBC UK will end their partnership early, at the close of the current Olympic and Paralympic year.

The multi-million pound partnership is currently in the fourth year of its original eight-year deal.

The governing body will now look to find a new partner in 2021 after the banking group decided to exercise a break clause due to 'a shift in UK marketing and partnership priorities'.

Last week, HSBC announced that its 2019 profits fell by around a third, and that as a result, it would axe 35,000 jobs.

England Rugby announces partnership with Red Bull

Red Bull has become the Official Energy Drink Partner of England Rugby after signing a new a multi-year deal.

The agreement will see the brand support both the England men’s and women’s teams in both 15s and sevens formats, while the RFU says there will be a particular mutual emphasis on developing grassroots sevens talent.

The relationship will also see Red Bull make use of branding opportunities at the London leg of the HSBC World Rugby Sevens Series, as well as supporting the regional England Rugby Sevens Series events.

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