INDUSTRY SHORTS: Scottish Rugby, Liverpool, Everton, LaLiga, Fury

17 Jul 2019

By: Sport Industry Group

Scottish Rugby has struck a six-year extension to its partnership with kit supplier Macron.

The “seven-figure deal” will run until at least June 2026, representing a significant increase in the value of the partnership that was agreed in 2016, according to the national association.

Macron will supply match and training kit for the Scotland men’s, sevens, women’s and age-grade teams. Meanwhile the country’s two professional clubs, Glasgow Warriors and Edinburgh Rugby, as well as Fosroc academies and referees, will continue to wear Macron shirts as part of the contract extension.

Macron will also remain the operator of the official online and retail Scottish Rugby store and will be responsible for matchday retail activity at Scotland, Glasgow Warriors and Edinburgh Rugby matches.

Liverpool has agreed a new long-term partnership with Electronic Arts (EA), which produces the EA Sports FIFA game series.

EA Sports will now become the Premier League club’s official football simulation game partner ahead of the launch of EA Sports FIFA 20, which will be available worldwide in September.

Under the agreement, Liverpool and EA Sports will work together to create fan-focused content that will be distributed across the club’s social channels.

Italian food producer Fratelli Beretta and multi-national company USM Holdings have expanded their commercial partnerships with Everton.

USM Holdings – which initially signed a five-year deal as a principal partner with Everton in 2017, giving them naming rights for the Premier League club’s Finch Farm training ground – will now become the official matchday presenting partner.

Meanwhile Fratelli Beretta will become Everton’s first official academy partner in a deal covering the 2019/20 season, just a year after signing up as an official partner of the club.

Fratelli Beretta branding will be displayed on the front of the academy teams’ shirts, as well as within the academy areas of the club’s USM Finch Farm training ground and at academy team home fixtures.

The LaLiga Za'atari Social Project, the Spanish football league operator’s socio-educational project, has been officially unveiled.

The initiative has been under development for a year through LaLiga’s Sports Projects department and the LaLiga Foundation in collaboration with Association Football Development Programme Global.

The aim of the project is to use football as an educational tool to improve the lives of the inhabitants of the Za’atari refugee camp in Jordan, with a special emphasis on the children.

Heavyweight boxer Tyson Fury and his trainer Ben Davidson have sealed a partnership with sports drinks brand Wow Hydrate.

The sugar free protein water has already struck up partnerships with the likes of Chelsea footballers Ruben Loftus-Cheek and Fran Kirby, boxer Joe Cordina, Wasps rugby union star Billy Searle and BMX champion Tre Whyte. 

“They aren’t just a label, but a quality product which myself and Tyson used throughout his last camp,” Davidson said.