England Netball, fresh from its success at the BT Sport Industry Awards 2019 last week, has entered into a partnership with high-street retailer Oasis ahead of this year’s Vitality Netball World Cup in Liverpool.
The partnership follows the launch of Oasis’ brand refresh, which highlights its ‘Lovely Does It’ tagline. Oasis said that it had been inspired by the Vitality Roses’ gold-medal victory at last year’s Commonwealth Games in Australia – a triumph that has led to more than 130,000 people taking up the sport, according to figures released earlier this month.
Oasis’ new campaign features England captain Ama Agbeze, as well as fellow national team players Jade Clarke and Eboni Usoro-Brown. The campaign will celebrate the players’ achievements outside of their netball careers, such as mentoring school children and practicing law.
For England Netball, the Oasis deal marks the latest in a string of commercial agreements that have been sealed since the Commonwealth Games, with increased investment and commitment from long-standing title partner Vitality, as well as new partnerships with global brands including Nike and Red Bull.
England Netball’s long-term strategic approach was recognised last week when the governing body was named the Sport Organisation of the Year in association with AXA XL at the BT Sport Industry Awards 2019.
Sarah Welsh, Managing Director at Oasis, said: “We are passionate about ensuring that the Oasis brand remains fresh, modern and relevant for our customer. Women today are multi-faceted and the polymath woman who chooses to shop with us has many interests outside of fashion.
“The success of the England Netball team in the 2018 Commonwealth Games has created a ripple effect resulting in a significant increase in amateur and community-driven teams. It felt like a natural fit to collaborate with England Netball, taking lead from this team of inspirational women who are the embodiment of the Oasis woman: women who don’t just look lovely, but do lovely.”
The Oasis England Netball campaign launched online and in stores last Friday.
Joanne Sinclair, Commercial Director at England Netball, added: “Partnering with such an established high-street retailer is really exciting for England Netball as it enables us to engage with and reach a new audience helping us to continue to grow our wonderful sport.”