GB Women's Hockey announces 'landmark' deal with Vitality

14 Jan 2021

By: Sport Industry Group

Vitality has announced a new three-year partnership with England & Great Britain (GB) Women’s Hockey in a deal said to be one of the ‘most significant’ partnerships in the sport’s history.

The landmark deal sees the health, life and investment company, become Principal Partner of England & GB Women’s Hockey Team, with the brand’s logo placed on the team’s shirt.

It will also become the Presenting Partner of the FIH Hockey Pro League in Great Britain – which includes both men’s and women’s matches - and the Title Partner of the English Women’s Hockey League, which is now named the Vitality Women’s Hockey League. 

England Hockey’s grassroots participation programme will also be renamed ‘Vitality Back to Hockey’, while Vitality will work closely with England & GB Hockey to drive visibility of the game and encourage more people to try out or return to the sport. 

Vitality says the partnership, brokered by marketing agency M2 Sports acting on behalf of GB and England Hockey, will provide support to the game as well as the sport’s profile as part of the brand’s ongoing commitment to women’s sport, as well as addressing the significant difference that exists in physical activity levels between men and women.

“As we head into 2021, a year full of unmissable sporting events, we are delighted to announce our new partnership with England & GB Women’s Hockey,” said Nick Read, Managing Director, Vitality.

“As one of the only sports played equally by men and women, hockey holds a unique position meaning it is well placed to drive engagement in physical activity with women in particular, supporting them to try out or return to the game. There has never been a more important time to be involved in women’s sport at all levels, inspiring many more people to become more active and live healthier lifestyles – which is all in-line with our core purpose, to make people healthier and to enhance and protect their lives.”

Nick Pink, Chief Executive of England Hockey and Chief Operating Officer of Great Britain Hockey said: “We are delighted and very excited to welcome Vitality as a Principal Partner of England and GB Hockey. Vitality’s commitment to women’s sport, their company values, stature as an organisation and recognition to our wider diversity and inclusion work are exciting and complimenting priorities. 

“The profile of hockey has grown significantly in the last ten years, and to be able to announce this new partnership at such a challenging time speaks volumes for the progress hockey in this country has made both domestically and internationally. We look forward to working with Vitality over the next three years, and developing many opportunities for the sport.”

The announcement comes ahead of a year which is scheduled to see the sport showcased at the rearranged Olympic Games Tokyo 2020, the FIH Hockey Pro League and EuroHockey Championships. 

Vitality has also announced former Olympic gold medal winning hockey player Alex Danson-Bennett as the insurer’s Performance Champion, where she will use her passion and extensive experiences in sport and health to help businesses to motivate and inspire their colleagues to look after and prioritise their health and wellbeing. 

Speaking about Vitality’s partnership with England & GB Women’s Hockey, Alex Danson-Bennett said, “Today’s announcement is fantastic news for the game of hockey and for women’s sport. I am delighted to be joining an organisation that seeks to raise the profile of women’s sport, and I’m sure this partnership will see many more people get involved in the game, become more active and live healthier lifestyles.”