Shorts: Stuart Broad, Northampton Saints, Ipswich Town

Stuart Broad has been announced as a new ambassador to Fitzdares.

The two-year deal between the English cricket icon and UK bookmaker will include members access to Broad’s monthly blogs, video content and Fitzdares Club appearances.

The collaboration extends to a charitable initiative with Fitzdares committing to support The Broad Appeal, raising money and awareness for Motor Neurone Disease.

Additionally, Broad will be ‘a frequent visitor at Fitzdares Club events’, from the Churchill Box and Royal Windsor to the pop-up club at Prestbury Park.

William Woodhams, CEO of Fitzdares said, “Fitzdares is all about pedigree, sporting excellence and we also love a bit of mischief so who better than Stuart Broad to represent us? A true legend of his sport, he’s charming, charismatic and shares our love for the game. In bowling terms, this really is an absolute jaffa!”

Stuart Broad added, “Fitzdares is quirky, smart, and like to do things a bit differently. Ultimately, they play the game the right way and their members share my passion for elite sport.”

Northampton Saints has appointed their current Chief Operating Officer, Julia Chapman, as the new Chief Executive, starting in November.

Originally joining Saints in 2016 as Finance Director, Chapman helped the club through a difficult financial period with the Premiership. Throughout her time at the club, Julia Chapman has sat on the club’s board, worked closely with Chief Executive and lead on several major initiatives.

John White, Chairman of Saints said, “Having been at Saints since 2016, Julia also has a clear understanding of the Club; our culture, our structure, our history, and our role within the community here in Northampton.”

Julia Chapman added, “I know we have brilliant performance and commercial teams who have all been on a journey together to get us to the strong position we’re in, so I’m relishing the opportunity to continue to work with them to improve and evolve Northampton Saints.”

Ipswich Town FC has launched its third kit for the 2024/25 season in partnership with musician and fan Ed Sheeran.

The new design draws inspiration from the ‘Suffolk Pink’ charm of the county’s cottages and showcases the silhouette of Framlingham Castle, famously associated with Ed Sheeran’s hit song, based on his hometown, ‘Castle on the Hill.’

Ed Sheeran x Ipswich Town is featured inside the neck and an Ipswich Town heart is noticeable on the back of the shirt.

Ed Sheeran said “It feels like such an honour to be involved in this football club and to be able to create things so close to my heart, which has always been my hometown, family and friends. Which is what football is about really.

I can’t wait for the kick-off and to see us in the Prem again.”

Pickleball England has named Sketchers as the headline sponsor of the 2024 English Open and English Nationals pickleball tournaments for the second year running.

The Pickleball English Open will take place from the 8th to 14th Augustat the Telford International Centre.

Skechers currently dominates pickleball in the USA, by sponsoring every major tour and organisation in North America including USA Pickleball, Major League Pickleball, the Association of Pickleball Players (APP) Tour, the Carvana Professional Pickleball Association (PPA) Tour, as well as the Pickleball Canada National Championship. 

It is now moving to increase its UK presence in the sport. 

Karen Mitchell, Chair and Co-founding Director of Pickleball England, said, “We are thrilled to be partnering with Skechers for the English Open and English Nationals once again. Skechers currently sponsors major elite professional pickleball tours in the United States and in Canada, so it’s fantastic to have their support for our biggest events over here. We can’t wait to work together to reach new audiences and help more people fall in love with this incredible sport and Skechers footwear.”

Swansea City have confirmed their partnership with Visit Central Florida as the club’s destination partner will continue for the 2024-25 season.

This deal will see the travel and tourism company feature on the sleeve of the Swans’ home, away and third kits this season.

Visit Central Florida is situated in the Sunshine State’s Polk County and is nicknamed Swans City due to the presence of the bird in the area.

Lee Merrells, head of partnership at Swansea City said: “This is a partnership demonstrates that this is a football club which attracts global interest and attention, particularly in the US where we have large fanbase and committed fan groups.”

Watford FC has renewed its sponsorship agreement with Spreadex.

The Hornets joined forces with the UK-based sports and betting company before the 2023-24 season as the club partner, but will now continue into the current season.

With both Spreadex and Watford FC being based in Hertfordshire, the deal will include initiatives including ticket competitions and merchandise giveaways for fans.

Andy MacKenzie, Head of Marketing at Spreadex said, “We’re overjoyed to be able to continue our partnership with Watford for another year after a hugely positive collaboration last season”

Paul O’Brien, Watford’s Commercial Director commented, “Spreadex have established a significant presence in the football sector and they also have a commitment to the local community; being based very close to the club, we see this as a key benefit of the partnership.”

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