Shorts: Manchester United, Feldspar, Sweaty Betty
Over 90% of Manchester United supporters are positive about the idea of a stadium at the heart of a regenerated Old Trafford
stadium district, the club has revealed.
More than 50,000 fans took part in the fan consultation survey, which was opened up to season ticket holders, United members, and executive club members in September.
The results indicated that a new-build stadium at Old Trafford is the preference for many fans, with 52% declaring support for that option.
Redevelopment of the existing stadium was preferred by 31% of fans, with a further 17% stating that they were unsure.
Rick McGagh, Director of Fan Engagement at Manchester United, said, “We are delighted that this survey received the most responses in the club’s history. It shows how important this work is, and to have this level of engagement at this stage is a really positive place to start.
“We know how important our home is to fans and we need to listen to them and gain all their views and insights in order to develop the world-class stadium they deserve.”
Sports technology firm Feldspar has appointed Premier League’s Chief Strategy Officer, Andrew Haworth and SailGP’s Chief Technology Officer, Warren Jones, to its board of advisors.
The new recruits join existing members Mathew Cole, Julia Elliot Brown, and Tim Godfrey, whose arrivals were announced back in October.
Earlier this year, Olympic Gold medallist Darren Campbell joined Feldspar as Global Track Strategy Director to drive athletic training and performance.
Alvina Chen, Founder and CEO of Feldspar said, “Both Andrew and Warren have been integral to implementing and carrying out a vision for some of the most respectable businesses in the UK.
“With Andrew’s and Warren’s appointments, we have now completed our board and I couldn’t be happier with the diverse backgrounds and wealth of experience we have assembled with our five advisors.”
London-based creative agency House 337 has been hired by Sweaty Betty to launch a global campaign in 2025, that will build brand awareness
House 337 has been tasked with developing the brand identity introduced by Fluoro to create a deeper emotional connection with Sweaty Betty’s target audience of active 30+ year old women.
Lucy Freedman, Chief Growth Office at House 337, said, “There’s so much excitement around this brief in the agency.
“ It’s a fantastic opportunity to bring our fashion and retail expertise to a brand that is so loved and still has so much more potential. Sweaty Betty is clear on what it stands for and it’s an incredible opportunity to now share that with the world.”
The British and Irish Lions and Canterbury have revealed the team’s new jersey.
The updated shirt has a deeper shade of red and with the classic jacquard pattern woven into the fabric, paying homage to the four unions. After responding to online feedback from fans, the jersey will additionally feature a grandad collar.
The joint force of Canterbury, the Lions and Howden’s has resulted in embedded with a Near Field Communication (NFC) tag, allowing fans to tap into an exclusive digital experience. By scanning the tag in the bottom right of the jersey, fans will gain access to the Lions Clubhouse app.
For the first time, this new jersey features Howden, the global insurance intermediary group, on the front of the shirt as it celebrates its 30th anniversary.
SHS Drink has become an Associate Partner of The Jockey Club.
Based on the outside of Cheltenham, the company produces alcoholic and soft drinks including Schloer, bottlegreen and WKD.
The partnership first began in 2011 when SHS Drink first sponsored the Grade Two Shloer Chase at the November Meeting.
The renewal of the agreement will see increased brand activation of Shloer at The November Meeting and of bottlegreen in The Orchard at The Cheltenham Festival. Additionally, WKD will be actively promoted at Invades student days across Jockey Club Racecourses.
Ian Renton, Managing Director of Cheltenham Racecourse, said, “It has been a tremendous pleasure to work with SHS Drinks for well over a decade and we are thrilled to announce this Associate Partner agreement today, which extends and enhances the company’s brand presence at Cheltenham and across Jockey Club Racecourses.”
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