INDUSTRY SHORTS: Arsenal, Suning, IMG

23 Jul 2019

By: Sport Industry Group

Camden Town Brewery has been unveiled as Arsenal’s new beer partner in the UK and Ireland.

Under the three-year deal, Arsenal will rename its Champions Bar as the Camden Town Brewery Tavern, while the beer brand will have the right to use the club’s imagery in marketing campaigns.

Camden Town Brewery branding will also appear throughout the club’s Emirates Stadium.

The local brewery was established in 2010 before being acquired by Anheuser-Busch InBev in 2015.


Chinese retailer Suning has pledged to invest more in the sports industry as part of its commercial strategy after its PP Sports division marked the start of its three-year media rights deal with the Premier League at a launch event in Shanghai.

The deal, which was agreed back in 2016, gives PP Sports exclusive media rights for the Premier League in China and Macau for three seasons, from 2019/20-2021/22.

Suning Chief Executive Sun Weimin told China Business News that the company will invest in enhancing media assets in relation to its coverage of the league, as well as fan zones and offline events, and added that “commerce and football” represent “Suning’s real area of expertise”.


IMG has been appointed by Epic Games, which publishes the Fortnite game franchise, to produce and distribute the inaugural Fortnite World Cup 2019.

The competition will take place from 26th-28th July at the Arthur Ashe Tennis Stadium in New York, marking the culmination of 10 weeks of online qualification rounds worldwide.

As part of the agreement, IMG’s in-flight sports channel, Sport 24 Extra, will show live coverage of the event on international flights via selected airlines.