Shorts: ECB, Excel Sports Management, Gymshark
Threepipe Reply has announced the renewal of its England and Wales Cricket Board (ECB) account following a ‘competitive media tender process.’
The partnership has been described as ‘particularly significant’ as the ECB ‘embarks on its mission to make cricket the most inclusive team sport in England and Wales.’
Hannah Crouch, Associate Partner at Threepipe Reply, said, “We are thrilled to win the ECB account as the incumbent agency and to build on our successful partnership over the past decade. Together, we’ve launched The Hundred competition, and significantly increased cricket attendance and participation, and cannot wait to continue this.
“Our focus aligns with the ECB’s commercial strategy to drive engagement and deepen relationships with both new and existing cricket fans. We look forward to injecting fresh ideas and strategies that resonate in this dynamic sports landscape.”
Jen Vile, Marketing Director from the ECB, added, “We were impressed by the depth of cricket knowledge and the strategic insight Threepipe Reply demonstrated throughout the tender process. Their understanding of the needs of multiple stakeholders, coupled with their ability to inject innovative ideas and adaptive support, has been invaluable in navigating the complexities of the media environment.”
Excel Sports Management has rebranded Nolan Partners as Excel Search & Advisory, integrating the executive search and leadership consulting firm into its global operations.
Acquired by Excel in 2022, Nolan Partners has worked with owners, investors, and boards across sports and entertainment. Under its new identity, Excel Search & Advisory will continue to provide leadership recruitment and strategic advisory services for teams, leagues, governing bodies, venues, media companies, brands, and investors.
Chad Biagini, who has led the US division, has taken on the role of President, overseeing global operations. Stewart King has been appointed Managing Director, International, leading business out of the UK. Founder Paul Nolan remains with the firm as Executive Chair.
Recent executive searches led by the firm include senior appointments at Chelsea, Arsenal, the Houston Texans, and the Detroit Pistons. Excel Search & Advisory also provides leadership consulting and organizational strategy in collaboration with change management firm Deutser.
Chad Biagini, President, Excel Search & Advisory, said, “Our goal has always been to assist clients in building world-class leadership teams and sustaining them through high-performing cultures. Excel Search & Advisory represents the next evolution of that vision,”
Kimberly Dolder appointed Chief Commercial Officer at Gymshark
Gymshark has appointed Kimberly Dolder as Chief Commercial Officer, overseeing the brand’s commercial strategy and retail expansion.
Dolder, who has experience in global retail and brand growth, has taken on the role as Gymshark continues to develop its presence in key markets. The company, founded in the UK, has expanded internationally in recent years, including opening its first permanent store in London in 2022.
Ben Francis, Gymshark MBE, said, “If we are to become an iconic 100-year brand, there are two things we can’t compromise on – being global and being omnichannel.
To achieve them, we need a Chief Commercial Officer who can be the architect to create the blueprint to get us there. I can think of no one better than Kim to step into this role.”
BMC Pro Triathlon Team have announced KOO Eyewear as their official eyewear partner for the 2025 season.
The partnership will see the team’s athletes, including British triathlete Lucy Byram, compete using KOO’s performance eyewear.
KOO will provide eyewear designed for clarity, comfort, and aerodynamic advantage. BMC Pro Triathlon Team, described as one of the most dominant teams in triathlon history, aligns with KOO’s commitment to innovation and high-performance optics.
The team, which boasts athletes such as Antonio Benito Lopez and Clément Mignon alongside Byram, has secured 150 race wins and over 300 podium finishes since its launch in 2014.
The deal will see KOO and KASK Helmets equip the seven elite athletes on the 2025 roster with cutting-edge optics for training and competition.
Bob De Wolf, BMC Pro Triathlon Team CEO, said, “With the addition of KOO and KASK, we are thrilled to take the BMC Pro Triathlon Team from strength to strength.”
Sports and entertainment agency 54 has appointed events specialist Marc Webster as Global Account Director.
The appointment is aimed at strengthening 54’s expanding global operations. Webster brings over three decades’ experience overseeing major golf tournaments and will support the agency’s work across golf and other significant sporting events.
Prior to joining 54, Webster managed golf events at IMG, holding roles such as Managing Director of Mass Participation, EMEA, and SVP Global Operations.
His extensive experience includes working with key stakeholders like the R&A, DP World Tour, and PGA Tour, as well as involvement in the Paris 2024 Olympic Hospitality Programme.
At 54, Webster will join the Global Events Team, led by Tom Hogg, Executive Director, Events, with a focus on LIV Golf.
Tom Hogg, Executive Director, Events, 54, said, “It’s hugely satisfying that someone of Marc’s calibre and experience believes 54 is the right place to be when it comes to shaping memorable events.
“He’s going to bring unrivalled insight and first-hand experience. This year promises to be the best for LIV Golf so far and we couldn’t wish for a better addition to the team.“
Big Cola has signed a two-year agreement as an Official Regional Partner of Manchester City, granting the brand marketing rights in key markets, including Thailand.
The deal includes the use of Manchester City’s crest, players, and other assets for marketing campaigns and promotional activities.
Football remains one of the most popular sports in Thailand, with the Premier League attracting a significant following.
Manchester City, which became the first club in English football history to win four consecutive Premier League titles in 2023–24, continues to expand its presence in global markets through commercial partnerships.
Sports marketing agency WePlay has partnered with Iron Dames to manage the marketing for their sports project.
The London-based agency has been appointed by Iron Dames, an organisation focused on promoting women in sport, to develop their brand on a global scale.
Founded in 2018 by Deborah Mayer, Iron Dames launched an all-female line-up in motorsport, achieving significant victories in the FIA World Endurance Championship.
WePlay will implement social media and content strategies, creative execution, and at-event social content production to assist Iron Dames in engaging with fans and partners. WePlay’s client portfolio includes organisations such as UFC, UEFA, and Paris Saint-Germain.
Franziska Baier, CMO, Iron Dames, said, “The Iron Dames have been experiencing a period of rapid growth, in both motorsport and equestrian worlds following a brilliant first season for the Cannes Stars. We sought a creative partner to help us develop and implement impactful content that would resonate with fans, players and partners.
“Helping to communicate our ambitions and vision for the future of the team and women’s sport. It’s a great start, working closely with Sharon and the wider WePlay team, and we look forward to working together in the year ahead!”
M&S Bank Arena in Liverpool is leading the way in sustainable events, announcing ambitious new environmental targets for 2025.
The venue, part of the ACC Liverpool Group, has implemented initiatives to reduce its carbon footprint, including air sourced heat pumps, LED lighting, and sustainable waste management.
Carbon emissions have already reduced by 12%, putting the arena ahead of schedule to reach carbon zero by 2030.
In November 2024, the arena hosted Act 1.5 Presents, featuring Massive Attack, Nile Rodgers, and IDLES, showcasing sustainable practices and marking Liverpool as the World’s First Accelerator City for Climate Action, designated by the UN.
M&S Bank Arena is also working with Greengage, using the EVENTsmart carbon reporting tool to help clients host eco-conscious events.
Ben Williams, Commercial & Business Development Director at M&S Bank Arena, said, “We’re reaffirming our commitment to a greener future and our recent successes have inspired us to keep pushing the boundaries of what’s possible in sustainable event management.”
Australian bootmaker R.M. Williams has become the headline sponsor of the 2025 Varsity Matches between Oxford and Cambridge University.
The historic rugby union matches, which will take place at StoneX Stadium in March 2025, represent a long-standing sporting rivalry. R.M. Williams will support the next generation of players through the partnership.
The brand has expanded into the UK market with stores in London, Cambridge, and Marlow.
This sponsorship builds on R.M. Williams’ existing support for sports, including partnerships with the Australia Paralympic team and Rugby Australia.
Jess Tayenjam, The Varsity Match Company Programme & Operations Director, said, “These games are always a chance to celebrate the deep and rich history of both universities, whilst also celebrating the current successes of both sides on the field.
“The partnership with R.M.Williams perfectly aligns with the core values of the matches themselves.”
Huddersfield Giants have announced a sponsorship agreement with Chadwick Lawrence, a Yorkshire-based law firm, for the 2025 season.
The partnership will see Chadwick Lawrence become the official dugout sponsor for the rugby league club.
Chadwick Lawrence branding will be displayed on the home and away dugouts at John Smith’s Stadium during all Huddersfield Giants home games throughout the 2025 season.
Brian Blacker, Commercial Manager, Huddersfield Giants, said, “We are thrilled to have Chadwick Lawrence on board as the sponsor of our dugouts for the upcoming season. Their continued support is invaluable to the club, and we truly appreciate their commitment to both Huddersfield Giants and the wider sporting community.”
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