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Socios.com announced as #BTSIA partner

Blockchain-based fan engagement platform Socios.com has been confirmed as an Official Category Partner to the BT Sport Industry Awards.

The deal will see the tokenised voting platform for sports fans become the Category Partner for the BTSIA’s Fan or Community Engagement Award.

The move is in keeping with the platform’s vision to increase fan engagement for sports teams through the use of blockchain technology.

Team GB partners with University of Hull

A six-year partnership has been agreed between Team GB and the University of Hull, covering the Tokyo 2020, Beijing 2022 and Paris 2024 Olympic Games.

The collaboration will centre on information sharing, joint research and enterprise projects, delivered by the University in support of Team GB.

The agreement will also provide opportunities for the University of Hull’s students, staff and communities, including participating in Team GB events, developing courses, guest speakers, work experience and volunteering.

Jaffa inks British Canoeing partnership

British Canoeing has announced that fruit brand Jaffa will be its principal partner for both the 2019 ICF Canoe Slalom World Cup and the 2020 ECA Canoe Slalom European Championships.

The deal will see Jaffa have a wide range of naming and branding rights, which will include its logo prominently featured on all competition bibs, as well as the uniform for both officials and volunteers at the international slalom events.

As part of the two-year agreement, Jaffa will also become the Official Fruit Partner for British Canoeing.

Fanatics joins Nike and MLB in multi-year deal

Fanatics, Major League Baseball (MLB) and Nike have announced a new, 10-year global partnership that will see the sportswear giant become the official Uniform and Footwear Supplier to the MLB.

Under the three-way cooperation agreement, Nike will become the exclusive provider of all MLB on-field uniforms, along with baselayer, game-day outerwear and all training apparel for the 30 MLB clubs, with all the kit to be manufactured and distributed by Fanatics.

The deal will start in the 2020 season and will provide MLB players with uniforms developed by Nike’s team of designers.

Team GB extends Aldi partnership

Team GB has extended its current partnership with Aldi by a further four years to 2025.

The continued agreement with the British Olympic Association will see Aldi support Team GB through a third Olympic cycle – Paris 2024, making it one of Team GB’s longest-serving partners. 

Since the partnership began in 2015, Aldi’s Get Set to Eat Fresh initiative has reached over 810,000 young people (aged 5 to 14 years) in the UK. Teaching home cooking skills and the importance of eating fresh, healthy food, the programme is on track to reach 1.2 million young people by 2020.   

Müller continues with British Athletics

British Athletics has announced an extended agreement with dairy brand Müller through to 2021, taking the total length of the partnership to six years.

Under the new deal, Müller will become title partner of the 2019 British Championships in Birmingham at the end of August, while continuing to support the Great Britain and Northern Ireland team and other British Athletics’ televised events.

Opinion: Matt Vandrau on sport's new communities

In this exclusive column for Sport Industry Group, Matt Vandrau, Group CEO, CSM Sport & Entertainment, argues that understanding emerging communities will be key to brands’ and rightsholders' success in sport in 2019.

'Sport is creating new communities. It’s time to join in'


We all have an intrinsic need for community. Few instincts are more human, and we have always sought to build them with the people around us.  

Shell and Lagardere on board for LEC

Shell has agreed its first esports partnership with Riot Games’ new League of Legends professional European series, LEC.

The global oil and gas firm will come on board for the inaugural season of the new franchise-based championship, which will get underway this month.

The Shell brand will be integrated into broadcasts through a replay segment to be called “Baron Power Play with Shell V-Power.” 

Jags in UK Western Union deal

NFL franchise Jacksonville Jaguars, which pitches itself as the UK’s “home team” has agreed a new UK partnership with Western Union.

The money transfer brand becomes the Official Foreign Exchange Partner of the Jacksonville Jaguars in the UK market.

The move represents a further strengthening of the Jaguars’ presence in the UK, with Western Union set to support the franchise in managing its foreign exchange business.

Emirates ranked Premier League’s best-fitting shirt sponsor

Emirates and Arsenal is the “best fitting” shirt sponsorship in the Premier League, according to fans who took part in a Europe-wide study by research company Statista.

Almost nine in ten of the Gunners’ supporters told researchers they approved of the pairing – a figure that contrasts markedly with the 48% of Newcastle fans who believe betting brand Fun88 is a good match for the Toon.


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