Industry Shorts: Wimbledon, Bloomberg Square Mile Virtual Club, Vertu Motors

01 Apr 2021

By: Sport Industry Group

Wimbledon sponsor Robinsons turned the All-England Club’s Centre Court purple on 1st April, changing the colour of the ‘iconic turf’ for the first time in its history.

In support of Robinsons new Blackcurrant squash, the Official Partner said some 160 litres of non-toxic paint in pantone 2105C covered each individual, 8mm blade of grass ahead of the tournament’s return this summer….

Meanwhile, the Bloomberg Square Mile Relay added ‘backwards running’ to its Virtual Club platform, set up in 2020 to help keep its participants active during the pandemic.

“There is emerging research to suggest that running backwards has significant biomechanical benefits, helping to realign the musculoskeletal structure and place less stress on the joints,” said organisers in a statement, pointing to the ‘fact’ that the exercise ‘recruits a larger number of muscles’ than running normally...

In today’s other news...

Vertu Motors has announced the signing of three new sports partnership deals with North East sports properties, including Yorkshire CCC, Durham Cricket and the Newcastle Eagles basketball team. 

The multi-sport partnerships will see new activations across the summer as the car dealership aims to engage new supporters with cricket and basketball at all levels in the region.

The deals will see the brand gain kit sponsorship and digital opportunities with each of the clubs, as well as renaming the Newcastle Eagles’ home the Vertu Motors Arena in Gateshead, close to the brand’s headquarters.

Manchester United and FareShare Greater Manchester have donated some 383,000 food items across the city, supporting thousands of families across the Easter holidays.

The Manchester United Foundation worked with the charity distributing the items, which were sent to 40 schools across the region.

The news follows a similar partnership between the Foundation and United partner adidas, who donated 4,500 pieces of sports kit, which was awarded to school children who showed ‘improved behavior, kindness, and hard work’ throughout the pandemic.

The club’s Santa’s Red Helpers appeal at Christmas, meanwhile, saw 80,000 meals donated to those in need, wth the Foundation once again teaming up with FareShare Greater Manchester for the Easter holidays.

Red Bull Racing Esports has teamed up with gaming seat company Playseat, which will equip the Red Bull Racing Erena with six Pro Formula rigs, as well as the Playseat Formula Intelligence, the same rigs used by its Esports Team.

The Erena - opened in late 2020 - will help improve the skills of the Red Bull Racing Esports Team, but will also be used as an academy hub to develop young sim racers.

Red Bull Racing’s Formula 1 Team, meanwhile will invite some Red Bull Racing Paddock Club guests throughout the season to pit their sim-racing skills against the professionals in the ‘Beat the Pro’ time trials series as part of the partnership.