Shorts: Man City, Formula 1, Bristol Bears
Manchester City have penned a multi-year regional partnership with Yili Group, which will become the club’s Dairy Partner across China and Southeast Asia.
Alongside this, the club’s branding and player profiles will also be visible across Yili Group products.
The collaboration will additionally see the production of bespoke content and campaigns for fans.
David Tang, Chief Executive Officer of City Football Group China said, “Yili Group are a well-respected brand, with a large consumer base and we look forward to working with them as we continue to grow our fanbase across China and Southeast Asia.”
Xu Ke, Vice President of Yili Group, added, “Yili have always been committed to providing consumers with high-quality products and services, it is highly compatible development concepts of both parties that we have reached this cooperation.”
Jodie Porter has been appointed as Head of Experiences at Formula 1, after an eight-year tenure at Red Bull Racing.
In her previous role as Head of Hospitality and Special Projects (Trackside), Porter was responsible for defining and leading the advancement of the Red Bull Racing trackside hospitality.
“I’m happy to share that I’m starting a new position as Head of Experiences at Formula 1,” Porter said in a post shared on Linkedin.
Premiership rugby club Bristol Bears have signed a two-year sponsorship deal with Granger Reis ahead of the 2024/25 campaign.
The international executive search firm will now feature on the back of the Bears women’s team’s home and away shirts, after sponsoring the team’s home kits for the past two seasons.
Headquartered in Bristol, the company specialises in recruitment across organisations in advanced technology, natural resources, and real assets.
Sarah Farrar, Bristol Sport Chief Commercial Officer said, “Having the continued support of Granger Reis both on and off the field is invaluable and we look forward to continuing working with them throughout the season.”
Jamie Page, Managing Partner of Granger Reis, added, “The link between the business and sport mindset has always been a close one. It was exciting seeing what the team achieved last year, and we look forward to following their progress closely over this season and beyond.”
Leicester City have named LiteFinance as the club’s trading partner for the 2024/25 season.
As per the agreement, online electronic communications network Lite will provide an accessible platform, which offers clients a comprehensive range of trading instruments in currency, commodity, and stock markets.
The company’s branding will be visible throughout King Power Stadium and across Leicester’s digital platforms.
LiteFinance will also benefit from pitch-side LED advertising and logo placement on interview backdrops.
Dan Barnett, Commercial Director at Leicester City said, “We look forward to working closely with LiteFinance to further elevate the Club’s presence on the international stage in unique ways.”
Kristina Leonova, Chief Executive at LiteFinance added, “We are excited to embark on this journey with Leicester City…It will allow us to connect with new audiences and create impactful experiences.”
Rugby League Commercial (RL Commercial) has announced new partnerships with Customer Data Platform (CDP) Simon Data and AI-powered customer communication platform Iterable.
RL Commercial say that the new deals will help it offering ‘unlock data driven insights and hyper-personalised communications.’
The organisation will target ‘tailored communications, richer fan engagement, boosted ticket sales and merchandise and optimised marketing strategies’ as part of the new collaborations.
RL Commercial Managing Director, Rhodri Jones, commented, “Through our partnership with IMG we are constantly striving to innovate and find new ways to connect with our fans. Working with Simon Data to leverage data-driven insights and Iterable to power marketing automation we can deliver a truly personalised experience that caters to the unique needs and interests of every single fan.
“This partnership marks a significant step forward for RL Commercial and points to exciting developments in the Rugby League fan experience. By leveraging real-time customer data for personalisation, we will foster deeper connections with our fans, drive loyalty, and deliver the exceptional and immersive experience every sports fan deserves.”
The deal was facilitated by IMG.
Scottish Rugby renews partnership with Gilbert
Gilbert has extended its longstanding partnership with Scottish Rugby, and will remain as the official ball across all levels of rugby union in Scotland.
Through the new agreement, Gilbert will continue to supply balls to Scotland’s national teams, as well as to all development, university, high school, and elite club competitions across the country.
The rugby ball specialist has supplied Scottish Rugby for more than 50 years.
Chris Healy, Scottish Rugby’s Commercial Director said, “We are delighted to be continuing our longstanding relationship with Gilbert.
“They are the world leading supplier of rugby balls, and this extended partnership will allow clubs across Scotland, at all levels, to continue to use their products.”
Richard Gray, Commercial CEO of Gilbert Rugby added, “The passion of the rugby community and rugby fans in Scotland is hard to beat and we are committed to supporting the game we love – at all levels.”
British gambling company Betway has become the global betting partner of Italian football club Bologna FC.
The long-term agreement will see the Super Group-owned brand benefit from brand exposure on the LEDs around the Stadio Renato Dall’Ara pitch. The partnership will also extend to providing customers with VIP tickets and exclusive experiences such as meet and greets, and play-on-the-pitch opportunities.
Christoph Winterling, Commercial and Marketing Director at Bologna FC 1909, said, “We are thrilled to welcome Betway as our global betting partner. This collaboration highlights our club’s commercial strength and our commitment to delivering unique experiences to our supporters. Partnering with a renowned global brand like Betway is incredibly exciting for us, and we are proud to join their esteemed sports portfolio. We look forward to working together to promote responsible gambling and enhance fan engagement.”
Hilton and Gift of Kit support grassroots cricket
Global hospitality company Hilton and Gift of Kit have teamed up to support grassroots cricket teams across the UK.
Through the new initiative, fifty cricket clubs will receive Hilton-branded cricket kits, as part of a collection of exclusive designs.
The new partnership adds to Hilton’s ongoing work with Lancashire Cricket Club and their award winning ‘No Boundaries’ campaign, which focuses on breaking down barriers and offering support to female athlete both from an elite and grassroot perspective.
Teams interested in Hilton sponsored cricket kits will be eligible to apply through the Gift of Kit website, with applications open until 9th of September.
Gurmej Bahai, Senior Vice President of Hilton said, “Our work with Gift of Kit will allow us to build on that legacy at a grassroots level, to help more men and women thrive both on and off the field.”
Jonathan Green, Co-Founder of Gift of Kit said, “This commitment will make a huge difference where it is needed most and sits alongside Hilton’s sponsorship of Lancashire Cricket, from grassroots to elite”
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