Shorts: Fulham, London Pulse, Newcastle Falcons
Fulham have secured a new, multi-year partnership with Mexican drinks brand Tequila Enemigo.
The deal sees the Cottagers become the first Premier League team to have an official tequila partner.
Tequila Enemigo will be integrated into Fulham’s matchday and year-round experiences, including the brand logo being displayed throughout Craven Cottage.
The premium tequila will be served across hospitality areas at the 25,700-seat venue, including a branded bar in the Riverside Market, where fans can enjoy exclusive cocktails and tasting experiences with views of the Thames.
From January 2025, this bar will be a permanent fixture, offering a luxury Enemigo experience on and off matchdays.
“It is a momentous occasion to announce our appointment as the first-ever Tequila partner of an English Premier League team, and for that team to be Fulham is extremely special,” said Robin Clough, Co-Founder of Tequila Enemigo.
Jon Don-Carolis, Commercial Director at Fulham, added, “Fans will be able to luxuriously toast the goals flowing, in true Enemigo style at Craven Cottage on matchdays, and in everyday mode visitors of Fulham Pier will be able to enjoy sensational cocktails at the Enemigo bar in the Riverside market whilst soaking up the dazzling views of the Thames.”
Netball Super League club London Pulse have revealed Neo WTR as the team’s official water supplier.
Neo WTR, which launched in June 2024, is the first drinks brand in Europe to use bottles made entirely from ocean-bound plastic.
This initiative directly combats global plastic pollution, with bottles made from recycled materials collected along at-risk coastlines.
Araminta Karol, Marketing Manager at Neo WTR, said, “We are looking forward to our partnership with London Pulse and are glad to be able to support the players, providing them with our ethically responsible British spring water.
“Healthy hydration is really important when fuelling your body, particularly when taking part in sports.”
Newcastle Falcons have strengthened their collaboration with Physique to enhance athlete support for the 2024/25 season.
As the club’s sports taping & strapping supplier, Physique products are designed to help players maintain optimal physical condition.
With over 25 years of experience in the industry, Physique has established itself as a provider of physiotherapy, rehabilitation, and sports healthcare products, serving numerous elite sports teams.
Since 2016, the company has supplied Newcastle Falcons with an extensive range of products, including tiger tapes, massage therapy tools, and pitch-side first aid essentials.
Rebecca Thompson, Commercial Director at Newcastle Falcons, said, “We’re excited to continue our partnership with Physique.
“ Their products have been an essential part of our medical and performance teams, allowing us to deliver the best care for our players.”
Scottish football giants Rangers have implemented the Kitman Labs Intelligence Platform for their men’s and women’s first teams, along with their academy squads.
This enhanced collaboration integrates performance medicine, performance optimisation, and coaching & development solutions into a single, unified system.
The collaboration will allow the 55-time Scottish Premiership champions to better track player development, improve wellness outcomes, and support informed decision-making across all levels.
Stephen Smith, CEO and Founder of Kitman Labs, said, “This expanded partnership will help support the club in their efforts to raise and develop the next generation of talent through their exceptional academy structures on both the men’s and women’s side.”
The NFL has set a new attendance record for a London fixture, with 86,651 fans witnessing the Jacksonville Jaguars’ win over the New England Patriots at Wembley Stadium on 20th October.
This record turnout for the third London Game of 2024 surpasses the previous NFL London record set in 2022, with 86,215 in attendance at Wembley.
The Jaguars have played in London a league-high thirteen times, including every year since 2013, with the exception of 2020.
BetMGM has secured a three-year partnership for the Queen Mother Champion Chase at Cheltenham Festival.
The gambling company has also become an official betting partner of The Jockey Club through the new deal, which runs until 2027.
This collaboration expands BetMGM’s involvement in UK horse racing, following its earlier sponsorship of the BetMGM County Hurdle at Cheltenham.
The agreement also includes naming rights for other major races, such as the Grade 2 Haldon Gold Cup at Exeter, the Grade 2 Elite Hurdle at Wincanton, and the Group 1 Sun Chariot Stakes at Newmarket.
The Las Vegas-based bookmaker will also sponsor several races during Cheltenham’s December Meeting.
Sam Behar, UK Director at BetMGM, said, “The BetMGM Queen Mother Champion Chase is one of the biggest and most valuable races of the entire year and we really feel this sponsorship shows our commitment to horse racing in this country moving forward.”
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