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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.

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.   


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