Sponsorship

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Bury FC in stadium naming rights deal

Sky Bet EFL League Two club Bury FC has signed a five-year deal that will see its Gigg Lane ground renamed the ‘Planet-U Energy Stadium.’

As part of the stadium naming rights agreement, Leeds-based renewable green energy supplier Planet-U will supply the Greater Manchester ground with 100% renewable energy.

It claims the move will help Bury save money in support of the club’s League One promotion ambitions.

Op ed: Short-Format Sport. The Future of Sports Sponsorship?

From 100-ball cricket, to 3X3 basketball to Tie Break Tens, new short forms of sport are attracting plenty of media attention alongside their growing armies of fans. But what does the proliferation of short-format sports mean for brands?

In this exclusive feature for Sport Industry Group, Simon Dent, Founder of creatively-led sports marketing agency Dark Horses, looks at the sponsorship opportunity presented by the short-form sport phenomenon.

Team GB partners with Haven

Team GB has announced a partnership with UK holiday park operator Haven in the run-up to the Tokyo 2020 Olympic Games.

The brand will become an official partner to the GB Olympic team, and plans to use the partnership to build on its commitment to celebrating the "Great British coast."

As part of the agreement, Haven holiday parks will offer families "a chance to experience a slice of Tokyo 2020" with activations and appearances from Team GB Olympians and mascot Pride the Lion.

MUFC in Maui Jim eyewear deal

Manchester United has unveiled it latest commercial partnership - a multi-year deal with Hawaiian sunglasses and eyewear brand Maui Jim.

Under the terms of the deal, Maui Jim will supply the Manchester United first team, academy and women’s teams with glasses from its sun and optical ranges. 

The eyewear will also be available to fans in the Old Trafford Megastore, with plans for a co-branded collection to go on sale later in the year.

Maui Jim was founded in Hawaii more than 30 years ago and markets itself on the basis of its “Aloha Spirit.”

Williams Racing gains new title partner

Williams Racing has announced a new multi-year title partnership with global telecommunications company ROKiT.

The partnership, revealed during a special event held at Williams Racing HQ, will see the Formula One team renamed RoKit Willams Racing.

In addition to exclusive naming rights, the agreement will see ROKiT branding adorn the new Williams Mercedes FW42 race car. ROKiT will also feature on race suits and helmets of Williams’ race drivers, plus all trackside personnel team kit.

Intel brings True View to the Premier League

Intel has announced a partnership with Premier League sides Liverpool, Manchester City and Arsenal, which will see the trio pioneer the use of Intel's proprietary True View technology to enhance the fan viewing experience in the UK.

Beginning in March, the agreement will see Intel deliver immersive, 360-degree experiences for fans watching matches from Emirates Stadium, Anfield and the Etihad.

The power of talent

In an exclusive column for Sport Industry Group, Tim Frith (above), Director of Consulting at Lagardère Plus, explores the commercial benefits for brands working with sporting talent ambassadors and how this relationship strategy has evolved over recent years, with social media a significant factor.

FuturoCoin in F1 cryptocurrency first

Global cryptocurrency FuturoCoin (FTO) has agreed a two-year deal to partner Formula One’s Aston Martin Red Bull Racing (RBR) team.

The partnership, which will cover the 2019 and 2020 F1 seasons, was co-brokered by WH Sports Group and CAA Sports and marks the first time a cryptocurrency has sponsored a team in Formula One.

As part of the agreement, FuturoCoin branding will be featured on the Aston Martin Red Bull Racing RB15 F1 cars.

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