Shorts: RunGP, Castore, Brentford

DAZN has partnered with the Global Running League to stream all RunGP events live.

The new series, which includes team-based running events featuring elite athletes, mass participants and celebrity-backed squads, has been developed to present a new format within athletics.

Under terms of the agreement, DAZN will broadcast the entire RunGP series live and free across its platform in over 200 markets. The partnership expands DAZN’s free-to-air sports offering, which includes properties such as LIV Golf and the upcoming FIFA Club World Cup 2025, hosted in the United States.

The Global Running League has been supported by Sir Mo Farah and positioned to create a more spectator-focused approach to distance running through live broadcasting and team rivalries.

Castore has appointed Brothers & Sisters Sports Club to increase brand visibility and recognition.

The brief will be delivered by both the Sports Club and the agency’s new AI studio.

Castore, a UK-based sportswear brand founded in 2016, currently supplies kits for teams including Aston Villa, Rangers, and England Cricket. The company has continued to expand its global footprint while navigating recent public scrutiny regarding the performance quality of some of its kits.

Kev McFadyen, Chief Marketing Officer, Castore, said, “Castore’s rapid rise has been driven in part by our partnerships with some of the world’s most iconic teams and athletes – and we take great pride in seeing them wear the Wings on their chest.

“Brothers & Sisters understood the power of these partnerships from the outset, and impressed us with a creative idea that is emotive, simple and beautifully executed through AI.”

Brentford FC has secured a partnership with DeterTech, which has become the club’s official site security partner.

The agreement will give DeterTech matchday branding rights at the Gtech Community Stadium, access to Brentford players for digital content creation, and opportunities to support the work of the Brentford FC Community Sports Trust.

DeterTech, which operates across the UK and Europe, has provided physical security services and crime prevention solutions to sectors including construction, retail, transport, and utilities.

Brentford have remained in the Premier League since their promotion in 2021, and currently sit in eleventh in the 2024/25 league table.

Fran Jones, Brentford’s Commercial Director, said, “Our success is built on our culture and our innovative use of data to help us make great decisions and drive the club forward.

“It’s great to partner with organisations like DeterTech that value a data-led approach to success as much as we do. We look forward to working with their team and seeing what we can learn from each other.”

Veloce Media Group has announced a revenue increase for 2023-24, declaring more than £7m compared to the previous year.

The gaming and sports media group has experienced growth across its core metrics, including esports, content, and physical racing properties.

New revenues from blockchain and web3.0 technologies have also contributed to the uplift.

Founded in 2018, Veloce operates teams and manages talent in the esports sector, extending into real-world motorsport with teams such as E.ON Next Veloce Racing in Extreme E.

The company also specialises in content creation and distribution, as well as commerce in the racing and gaming industries. Veloce’s portfolio includes a joint venture, Quadrant, with Formula 1 driver Lando Norris.

The brand has grown its network of digital media channels to over 55 million subscribers and 750 million monthly views.

Daniel Bailey, CEO, Veloce Media Group, said, “We’re really proud of the growth we’ve seen over the past 24 months and this is reflected in our financial statement for 2023-24.”

Chance to Shine have announced RBC Wealth Management (RBC WM) as their new community leadership partner.

The partnership will see RBC WM and Chance to Shine collaborate to provide young people with opportunities for personal development and leadership through cricket, equipping them with the skills necessary to reach their full potential.

The collaboration supports Chance to Shine’s goal of reaching one million children per year by 2028.

The partnership will focus on cricket-based initiatives that help young people develop essential life skills such as creativity, adaptability, and confidence.

The partnership will also create opportunities for employee volunteering, including delivering an in-person Skills Share programme across the UK. Focus will be placed on underserved areas, where young people face limited opportunities.

Joe Root, England cricketer and ambassador for RBC WM, said, “I think the partnership between RBC WM and Chance to Shine is a really exciting one. I look forward to seeing it all develop. Sport, especially cricket, teaches young people so much more than just the game itself – it teaches teamwork, resilience, and social awareness, all of which are invaluable later in life.”

Stephen Curry’s Underrated Golf European Tour is returning to the UK.

The Underrated Golf European Tour aims to provide a platform for up-and-coming junior golfers from across Europe to showcase their talent on a global stage.

United Airlines will be the presenting sponsor for the 2025 season.

Henni Koyack, Ladies European Tour Professional Golfer, and Gareth Bale, five-time European Cup winner, are ambassadors for the upcoming 2025 season.

Three years ago, Curry, four-time NBA Champion and two-time MVP launched Underrated Golf. Over the past three seasons in the U.S. and last year’s inaugural season in the UK.

Stephen Curry said, “The goal of this tour is to offer incredible opportunities to emerging golfers, allowing them to compete and develop their skills in some of the most historic and beautiful locations in the world. I’m excited to see the talent that will emerge from this tour and to continue to make golf a more inclusive and accessible sport.”

Port Vale have extended their partnership with creative agency Blink for the club’s 150th anniversary season in 2025/26.

Blink, who have collaborated with Port Vale on creative projects and sponsored matchday ‘Goal Cam’ footage, will provide player photoshoots, graphic design, and creative content to enhance the club’s visual identity.

Ryan Grant, Director of Marketing & Communications at Port Vale, said, “Blink have been an invaluable creative partner for us and we’re delighted to be continuing our relationship.”

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