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Fanatics makes esports entry

Global sports merchandising specialist Fanatics has made its first foray into esports, signing a major multi-year partnership with the Overwatch League.

The agreement will come into effect ahead of the 2019 Overwatch League season, which gets underway on 14th February. It represents a first-of-its-kind partnership between a major retailer and an official esports league.

The deal gives Fanatics international rights to produce Overwatch League jerseys, fan gear, headwear and hard goods across all retail and wholesale channels.

TAG Heuer renews Red Bull F1 deal

Swiss watch brand TAG Heuer has announced a three-year extension to its partnership with the Aston Martin Red Bull Racing Formula 1 team.

The LVMH brand will continue as the team’s Official Timekeeper, Official Watch, and Team Performance Partner until 2021.

The news extends a relationship that began in 2015 and has seen activation spanning the worlds of sport and entertainment.

Mitel Partners with Liverpool FC

Canadian telecomms firm Mitel has increased its presence in the English Premier League by signing a multi-year partnership with Liverpool Football Club.

Mitel is the choice of the MLB’s Boston Red Sox, who like Liverpool FC, are owned by John Henry’s Fenway Sports Group.

The new Liverpool partnership will see Mitel become the Global Unified Communications Partner, tasked with implementing a new cloud-based comms platform for the Merseyside club to improve fan experiences, employee collaboration and efficiency.

England Netball Secures Nike deal

Nike has been confirmed as England Netball’s official supplier and strategic partner in a multi-year partnership covering the elite women’s team.

The agreement will see the sportswear brand design and supply on and off court kit for the Vitality Roses across all international competitions, which will include the 2019 Vitality Netball World Cup next summer.

Mars and The FA stage station pop-up

Mars and The Football Association (FA) have staged a pop-up activation at Victoria Station to mark the latest milestone in the Just Play recreational programme.

Evening commuters were invited to test their penalty-taking skills in a football simulator as part of a campaign designed to encourage more people to rediscover the joy and benefits of playing the game.

More than one million adults have now taken part in recreational sessions through the Just Play initiative, which sits at the heart of Mars’ longstanding partnership with the FA.

Mitel named title partner of historic MLB London Series

Canadian telecomms firm Mitel has been announced as the title partner of Major League Baseball’s (MLB’s) first two London Series’ in 2019 and 2020.

The deal expands a multi-year partnership inked in February this year, which saw Mitel become the MLB’s Official Technology & Communications Partner, adding to existing relationships with a number of teams in the league.

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