23 Jun 2022

By: Sport Industry Group

Team GB has announced that Mexican food brand Old El Paso has become its new official meal kit ahead of the Paris 2024 Olympic Games.

As part of the agreement, multiple gold Olympic medallists Dame Laura Kenny, Max Whitlock OBE, Helen Glover MBE and Tom Dean MBE are set to take part in the partnership’s first campaign, #FajitaFriYayChallenge.

The challenge aims to address food insecurity in the face of the current cost of living crisis and follows the results of a major new survey from UK charity FareShare which revealed that 90% of the charities and community groups that rely on the organisation have had services affected by rising costs.  

Old El Paso, together with Team GB, has provided an initial donation of 10,000 fajita meal kits to FareShare. Together they are now inviting the nation to help them double the meal kit donations by sharing their best 'Fajita FriYAY' moment on social media. For every entry, Old El Paso will be donating an additional fajita meal kit to FareShare with an ambition to achieve 20,000 total meal kit donations.

Scottish Professional Football League (SPFL) football club Rangers FC has announced a new partnership with the global electrical equipment, engineering and manufacturing group, Socomec. The family-owned company that specialises in low voltage energy performance will become the men’s first team back of shirt sponsor for the upcoming 2022/23 season.

Rangers’ Commercial and Marketing Director, James Bisgrove, commented, "We’re thrilled to welcome Socomec onboard as Official Partner ahead of the upcoming 22/23 campaign. Socomec is a leading international organisation with over 100 years of rich heritage in manufacturing and developing electrical technologies worldwide.

"We look forward to working closely with the Socomec team to further develop their brand presence across the UK."

Aston Villa Women has announced Gym+Coffee as a new official partner. The athlete and leisure brand that have committed to supporting the women‘s football community, will form a partnership with the club which aims to provoke meaningful conversation and ultimately help to foster positive perceptions of women in sport.

Nicola Ibbetson, Chief Commercial Officer at Aston Villa Football Club, said, “We are delighted to form this exciting partnership with Gym+Coffee. The Women's team have experienced substantial growth over the past three seasons and this collaboration will help to cultivate further development and evolution.

 “Gym+Coffee share our values and commitment towards celebrating females in sport, and we look forward to working with them.”

Premier League football club West Ham United has selected customer experiences insights providor Mapp as a fan engagement solution. Mapp will be supporting West Ham United to link its main information website and eCommerce shop to ensure it has a unified view of its supporters.

The Head of Marcom Operations at West Ham United, Luke Giles, said, “West Ham’s focus is centred around fan experience. Our ultimate goal is to ensure that we are providing a great experience to our supporters, online as well as offline, and making sure that they receive personalised and relevant communication from their favourite club. That’s where Mapp comes in – by helping us to consolidate all of our communications, we will be able to better target our loyal supporters, as well as those just starting out with West Ham.”

London-based sports and entertainment agency CSM Sport & Entertainment (CSM) has announced the appointment of Brian Millman as VP of Properties & Brand Strategy. Brian joins CSM from global esports team Evil Geniuses (EG), where he was Director of Corporate Partnerships driving the commercial business for EG over the past two and half years. During this time, he secured partnerships with the likes of Bud Light, LG, TUMI, Secretlab, BMW and Buffalo Wild Wings

Millman commented, “It’s an honour to be joining CSM. As a global agency, their reach, approach and power within the global sports and entertainment ecosystem is second to none. I’ve seen the terrific work CSM has done with major rights holders across the world. It felt like the perfect next step for my career, and I’m excited to bring my own perspective and experience to the team as we try and grow the business in new areas.”