Industry Shorts: Neymar, Premier League, Leicester City

14 Sep 2020

By: Sport Industry Group

Neymar has signed a new long-term partnership with Puma after the Paris Saint-Germain player left his partnership with Nike.

The Brazilian forward, who will wear the brand’s Puma King football boot, will also be a brand ambassador off the pitch, wearing the label’s most important lifestyle, training, and sport-inspired footwear and apparel products


The Premier League has launched a new sonic identity which will be heard before games and can be used by the league’s worldwide broadcasters.

The new anthem was recorded and produced at multiple venues inclduing Abbey Road Studios in London, and was developed by British composer Dave Connolly, of Molecular Sound, with the collaboration of a group of 83 musicians and technicians – including an orchestra and a live gospel choir – to create the anthem over a period of nine months. 

The track features musical artists from the UK and around the world, and each adaptation has been specially mixed to retain the distinctive ‘four-note’ melody that sits at the heart of the Premier League’s new assets. 


Leicester City have announced Cyprus-based betting company Parimatch First as its Team Training Wear Partner and Betting Partner for the 2020/21 Premier League campaign.

The gaming company will see its branding appear on the club’s first team training and warm-up wear during their domestic and UEFA Europa League fixtures, and will also have pitch-side LED presence, as well as branding on interview backdrops and on Leicester’s social media channels.

The betting brand says it will shortly launch a new site specifically for customers in Great Britain.


Lionel Messi has become a new global ambassador for OrCam Technologies.

The brand, which produces AI technologies for people who are blind or visually impaired. The partnership will aim to increase awareness of the challenges faced by the blind and visually impaired community globally.

The brand’s OrCam MyEye artificial vision device reads printed and digital text – from any surface – out loud, and in real time, to the device wearer. The product also features instant face recognition and identification of consumer products, colors and money notes to help the wearer.


Casio has launched a new range of EDIFACE performance watches with Formula 1 side AlphaTauri.

Casio has been an official partner of the Scuderia Toro Rosso side since 2016, and the new watch models mark the first new collaboration since the team changed its name to Scuderia AlphaTauri ahead of the 2020 season. 

The dials feature a navy blue and white color scheme, taking after the AlphaTauri team colors and exactly the same navy blue as the EDIFICE brand colour, and are inscribed with the team logo on the dial, case back, and band,.


UK Coaching is encouraging parents, players and athletes to recognise coaches throughout UK Coaching Week 2020.

Through a new campaign, #GreatCoachingPledge, the organisation is urging people to recognise the work done by coaches benefitting the mental and physical wellbeing of local communities.

The #GreatCoachingPledge will be part of a national awareness campaign to empower athletes, coaches and the public to showcase how coaching can play a greater role in building a happier, healthier nation. The campaign has enlisted the likes of England football captain Steph Houghton, former England Rugby Captain Chris Robshaw, and 12-time World Champion wheelchair racer Hannah Cockroft.


Championship side Coventry City have signed iPRO Sport as Official Hydration Partner.

The three-year deal between the pair will see iPRO provide product support for both the Sky Blues’ first team as well as its Under 23 players.


UEFA has announced that the draw for the UEFA EURO 2024 finals will be held in Hamburg.

The event will take place at the Elbe Philharmonic Hall in the German city in 2023 ahead of the competition - which will see the continent’s 24 best teams take part - the following summer across Germany.