Industry Shorts: Aphetor, Karen Carney, Nottingham Forest

09 Jun 2021

By: Sport Industry Group

The Aphetor Games has announced a partnership with football heritage and lifestyle brand Meyba ahead of their 2021 competition, Aphetor Rising.

The event - which targets Gen Z sports fans - pits teams of social media stars against each other in a series of ‘extreme challenges’, with the majority of content being created by the participants themselves and published on their channels.

As part of the partnership, teams will compete in Meyba performance kit, competition bibs and leisure wear. The brand is ‘re-launching’ as a football and lifestyle crossover brand, but is most best-known as the manufacturer of the classic Barcelona kits of the 1980s and worn by the likes of Diego Maradona, Gary Lineker, and Pep Guardiola. READ MORE

Karen Carney will front a new campaign across UEFA EURO 2020 launched by GamCare, the organisation that manages the National Gambling Helpline, on the back on an increased number of calls to the helpline.

Carney will aim to generate conversation around the impact of gambling and encourage people to seek help through the TalkBanStop campaign, which offers a combination of free tools which allow users to block access to gambling websites, orr self-exclude from gambling accounts. It also offers support to help those worried about their gambling to take back control.

GamCare says calls from women affected by their partners’ gambling during and post sporting events increase, such as during the 2018 World Cup, when calls to the helpline from affected partners and friends - 85% of whom are women - increased by nearly 14%.

The research also found that 82% of women who gamble use online services, and it says ‘many’ women gamblers are ‘not seeking support’. 

Nottingham Forest have announced a new multi-year partnership with Nottingham-based healthy nutrition brand The Skinny Food Co as the club’s new back-of-shorts partner.

The brand will become Official Partners of both the men’s and the women’s team for at least the next two seasons, and will also gain wider partnership collateral such as LED advertising and digital promotions.

The Skinny Food Co has also recently signed a similar deal with Betfred Super League side Wigan Warriors.

Bike manufacturer Pinarello has extended its deal with the INEOS Grenadiers, who will continue to use the brand’s bikes for the next four seasons.

The extension will take the partnership beyond 15 years by the end of the deal, making it one of the brand’s longest-standing.

The pair have been together for 393 victories in all, following Richie Porte’s win at the 2021 Criterium du Dauphiné - every single win by the team in its INEOS and Team Sky forms, including all 12 Grand Tours, including seven Tours de France and most recently the 2021 Giro d’Italia, won by Egan Bernal.