Industry Shorts: Emirates Old Trafford, The LTA

30 Jul 2020

By: Sport Industry Group

Lancashire Cricket and its Emirates Old Trafford venue have launched a new campaign aimed at sharing the knowledge and best practice it has gained from hosting behind-closed-doors Test Matches with the wider events industry.

The Safe in One Place initiative will highlight the measures required to host events, in line with current government guidelines, and will publicly release learnings from the creation of a bio-secure environment that enabled the venue and the ECB to safely host 300 people including players, staff and media, on-site for behind-closed-doors Test cricket. READ MORE


The LTA has appointed Michael Bourne, currently Acting Director of Performance, UK Sport, as its new Performance Director. 

At the LTA, Bourne will oversee a national network of coaches and performance support services implementing the LTA’s Performance strategy across both the able-bodied and wheelchair programme, which sets out a clear player pathway for tennis players from junior level through to the professional game. 


Run Communications has announced two new appointments to bolster its digital and social communications team.

Former FA Head of Digital Communications Mark Gilbert has joined the agency on a consultancy basis. Having led strategies for a host of high-profile events, including World Cup 2014, the 2015 Women’s World Cup and Euro 2016, Gilbert also oversaw the content team for The R&A at The Open in 2017, before joining Virgin to lead content and brand for the launch of their sportsbook.

The agency has also appointed Mark Coughlan to run digital and social communications. Prior to joining Run, Coughlan spent over three years leading digital communications Richmond Rugby Club and Wentworth Golf Club, where he ran social media campaigns around the BMW PGA Championship.


The Ruth Strauss Foundation Test, which saw England beat the West Indies to win the series, raised over £871k for the charity.

The funds will go to the Foundation, which provides pre-bereavement support for families facing the death of a parent from cancer, as well as supporting research into non-smoking lung cancers.

This wasn’t the first time that cricket supported the charity in a similar way. The campaign to turn the Day Two of the Second 2019 Ashes Test between England and Australia at Lord’s received a similar backing, raising more than £382k. The campaign’s efforts saw it shortlisted for the Communications Award at the Sport Industry Awards 2020.


England Rugby has extended its partnership with Britvic Soft Drinks, which will remain the RFU’s Official Soft Drink partner until the end of the 2025/26 season. 

The new six-year deal sees Britvic retain exclusive pouring rights at Twickenham, and will continue to provide Ballygowan water to the England Rugby professional teams, as well as offering a wide range of its brands, including Robinsons and Pepsi, to visitors attending matches and events at Twickenham.


Premiership Rugby’s Exeter Chiefs will not change its name after its Board announced it had undertaken ‘a detailed review of the club’s branding’ following calls from campaign groups.

The club says it has held discussions with its partners, and has ‘listened to the response of our supporters, the wider rugby community and certain sections from the Native American community,’ but has concluded that the Chiefs logo is ‘in fact highly respectful’. The club’s board says the name Chiefs date back into the early 1900s and has a ‘long history with people in the Devon area.’

However the club has acknowledged that its mascot, Big Chief, ‘could be regarded as disrespectful’ and has decided to retire it, ‘as a mark of respect.’


New research, commissioned by Chance to Shine and NatWest, has laid out a ‘blueprint’ to support teenage girls to take part in sport.

The independent research, conducted by the Centre for Sport, Physical Education and Activity Research at Canterbury Christ Church University, assessed the Chance to Shine Secondary School Girls Programme which worked with 1,700 specifically trained ‘Young Leaders’, with a further 2,200 girls taking part in after-school clubs in over 100 state schools across the country. 

At the end of the programme, Chance to Shine, says there was a ‘statistically significant’ increase in the number of girls who said they were active every day (from 34% to 39.6%). This was also reflected in changing the girls’ attitudes towards the sport, with just over three quarters (78%) saying that they ‘wanted to play more cricket than before’.


Rugby League World Cup 2021 (RLWC2021) has launched a new educational tool for primary school children across England in a bid to engage with and inspire communities.

Designed by teachers for teachers, the classroom resources will allow educators to devise and deliver themed lessons which capture the cultural and geographical scope of the tournament. 

The curriculum-linked resources will be available across the country, and schools who sign up will also have access to ticket offers and competitions to win prizes such as trophy visits, ambassador visits and World Cup memorabilia.


Liverpool City Council has announced that it will be unable to host a rescheduled Special Olympics GB National Summer Games in 2022.

The Games, which was set for 2021 has been postponed because of the coronavirus pandemic and the impact the virus could have on participants.

According to the Council, the complex event calendar in 2022 - including Liverpool’s commitment to host the World Gymnastics Championships - and the financial impact the pandemic will have, mean it cannot host the Games.


Following the news that Vodafone has been unveiled as the Lead Partner for the British & Irish Lions for the 2021 Tour of South Africa, the brand has appointed marketing agency for partnerships and experiences, Fuse, as its partnerships agency.

Having negotiated the partnership and developed the forthcoming activation strategy, Fuse will work with Vodafone to develop its plans to activate at key moments throughout the next 12 months, amplified through a multi-platform campaign using the hashtag #UniteThePride.