Industry Shorts: cinch, Harrods, Halfspace

14 Jun 2021

By: Sport Industry Group

The Principal Partner of England cricket, cinch, has provided cars to each member of the women’s cricket team and coaching staff in a bid to ‘drive women’s cricket forward’.

The move was aimed at showing support for team members and coaches by providing them each with cars to ‘make the road to success that little bit easier’. The brand surprised the team at the National Cricket Performance Centre in Loughborough where they got to pick up their keys and collect the cars. 

As part of its deal to become Principal Partner of England Cricket, cinch will be displayed on the kit of the England team across Test, ODI, and T20 appearances, and as well as the women’s teams, includes men’s, England Lions, disability, and England age groups teams. 

Formula E team Envision Virgin Racing has announced a new partnership with department store Harrods to raise awareness of zero emission vehicles in the run-up to July’s London E-Prix, as well as November’s COP26 climate change summit in Glasgow.

Harrods will host a unique Future Mobility exhibition in the window display of its flagship store on Brompton Road in London, and will showcase the team’s past and present Formula E electric race cars, allowing passers-by and in-store visitors to learn more about the ‘urgent need for us all to transition to cleaner, greener transportation’. They will also be able to put their own driving stills to the test in a specially set up racing simulator.

As well as highlighting the rapid progression of electric vehicle technology through Formula E, the exhibition will also be the first time an electric race car has been on display in Harrods.

The FA National Futsal Series (NFS) has appointed Halfspace Group to collect and analyse fan data across their competitions and create marketing and commercial programmes for 2021.

The NFS was established by the FA in 2019 and incorporates 44 teams in five divisions across England, including both men’s and women’s. The appointment follows the start of the ‘Summer Showdown’ tournament featuring 16 teams in two men’s divisions and eight teams in the women’s division.  

As part of the partnership, Halfspace Group has begun building a data strategy for the organisers with an output of marketing and activation to introduce new sponsors to the competition, which in turn aims to lay the foundations for the National Futsal Series’ five-year strategy. 

NFT creator Fantastec SWAP has announced that it will relaunched later this summer on Flow - a next-generation blockchain which Fantastec says has been chosen for its ‘unique combination of scalability, usability, and environmentally sustainable features’. 

The deal will see Fantastec port millions of their NFTs to the platform and build a new marketplace on Flow with ‘15 distinctive levels of craftsmanship and creativity’ to provide SWAP collectors ‘increased value creation opportunities’.

Fantastec SWAP users will be able to sell or buy NFTs on a peer-to-peer basis with functionality that compliments SWAP’s existing primary market, where users can buy NFT collector packs of varying scarcity and swap their NFTs with other collectors. The organisation has created NFTs ranging from distinctive collectibles - such as Erling Haaland’s signature from his first season with Borussia Dortmund - to iconic moments - such as Gareth Bale’s match-winning bicycle kick for Real Madrid in the 2018 UEFA Champions League Final.

The British Olympic Association has announced a two-year partnership with Randox Health to provide Team GB’s COVID-19 testing for the rescheduled Tokyo 2020 Olympic Games, and the Beijing 2022 Olympic Winter Games.

To provide its gold-standard PCR testing services, Randox has created a bespoke dashboard for Team GB to register its samples, which will be taken by the Team GB Clinical Team and then transported to the company’s laboratory in Northern Ireland. 

Randox will test more than 1,000 Olympians, coaches, and support staff in order to meet Japan’s stringent testing requirements as Team GB aims to minimise the transmission of the virus. The healthcare company will also provide each member of Team GB with three rounds of pre-departure tests – 14 days, 96 hours, and 72 hours prior to departure – plus Day 2, Day 5 (if required) and Day 8 testing once back in the UK. 

Sportswear brand Castore has announced a new partnership with David Lloyd gyms in a deal which will see staff kitted out in Castore clothing. 

The three-year deal will also provide David Lloyd tennis coaches with kit from AMC, Andy Murray's tennis brand, and include a selection of Castore items at David Lloyd locations for members to purchase.