Shorts: IMG, PDC, Katherine Grainger
IMG has renewed its partnership with the National Hockey League (NHL).
The extended agreement will see the agency continue to manage content production, publishing, and reporting for the NHL’s 28 international social media channels across Australia, Czech Republic, Germany, Finland, Mexico, Sweden, and Switzerland, and the NHL’s pan-European Instagram and TikTok channels.
The agency giant first partnered with the NHL on its international social media strategy in 2019.
Recently, IMG led the social media production for the 2024 NHL Global Series, capturing content in five languages and collaborating with broadcasters, commercial partners, and ice hockey organisations across Europe.
Earlier this year, the agency played a key role in launching four new social media channels on Instagram and WhatsApp, expanding the League’s digital presence further.
The TKO-owned firm also works with prominent sports organisations such as the NFL, the Saudi Pro League, England Netball, Rugby League Commercial, Premiership Women’s Rugby, and the R&A.
Jaka Lednik, Senior Vice President at the NHL, said, “Social media remains key in driving fan engagement, among both our core fanbase and casual hockey fans.
“Being able to speak to these fans in their local language with relevant storylines, while taking into account local cultures, is a priority.”
The Professional Darts Corporation (PDC) has partnered with lager brand Foster’s.
The deal makes Foster’s, part of the Heineken UK portfolio, the official beer partner of the PDC, benefitting from a presence at events including the World Darts Championship and the Premier League Darts series.
As per the agreement, Foster’s will receive event branding, offer fan experiences, and provide beverages to fans.
Eddie Hearn, Chairman of the PDC, said, “This is a cracking partnership for the PDC. Foster’s is a household name that’s all about bringing people together, and that’s exactly what we do with darts.
“With their support, we’ll be taking the sport to a whole new level and giving fans even more to cheer about. It’s time to raise a glass and get ready for some unmissable action!”
Reading FC have expanded their partnership with Select Car Leasing, naming them as the new principal partner for the women’s team and pathway teams.
This agreement will see the Select Car Leasing logo feature on the front of the women’s team match kits for the 2024/25 season, mirroring the company’s sponsorship of the men’s side.
As long-term partners of the Royals, the independent car and van leasing specialists have pledged vital funding to back the newly established women’s structure.
Dave Evans, head of Reading FC Community Trust said, “The extended partnership makes an immediate impact on our operation and will significantly help us deliver better, more impactful programmes for women’s football locally – as well as supporting our objectives at first team level.”
Olympic gold medallist Dame Katherine Grainger has been appointed as the first ever female Chair of the British Olympic Association (BOA).
The National Olympic Committee (NOC) has elected Katherine Grainger to replace Sir Hugh Robertson, making her the first female Chair in the BOA’s history.
Grainger is the only British woman to have won medals at five consecutive Olympic Games.
After retiring from rowing in 2016, she became Chair of UK Sport and introduced a strategy to shape the future direction of Olympic and Paralympic sports.
Grainger will begin her four-year term with the BOA after completing her second term with UK Sport in early 2025.
The BOA is a privately funded organisation, and the new Chair’s primary focus will be securing the commercial income needed to support athletes for the 2026 Milano-Cortina Winter Games and the 2028 Los Angeles Olympics.
Dame Katherine Grainger said, “It is a huge honour to be elected Chair of the BOA as the Olympics has been central to my life for nearly 30 years.
“As an athlete I felt first-hand the incredible influence and impact sport has on people’s lives.”
Global all-electric racing series Formula E has announced a new partnership with LaLiga+, for the 2024/25 season.
Under the agreement, coverage of all 16 Formula E races will be available on LaLiga’s over-the-top (OTT) service via Eurosport channels.
The 11th season of the championship commences later this week with the Sao Paolo E-Prix on 7th December.
“The addition of Formula E to LaLiga+ is an important step in our commitment to offer a world class multi-sport platform,” said Loreto Quintero, Executive Director of the LaLiga Presidency.
“This partnership not only significantly expands our offering, but also strengthens our positioning by including a championship as innovative and sustainable as Formula E.”
Newport County have signed a three-year partnership with Tee Screen.
Tee Screen, a provider of durable and intuitive touchscreen devices, will install interactive screens around Rodney Parade to enhance the fan experience on matchdays.
The screens will display the latest updates on ticketing, hospitality, retail, and club news, along with a live match centre for EFL results and beyond. Additionally, the screens will feature exclusive rugby content for Dragons’ games, offering fans an engaging experience throughout the event.
Ethan Clarke, Newport County Partnerships Manager, said, “We’re delighted to have installed five new screens across key touch points at Rodney Parade to ensure all Exiles’ fans can access the latest content, news and updates on matchday.”
Asian-inspired restaurant and retail brand Itsu has expanded into sports catering after securing an agreement to provide sushi at London’s Emirates Stadium.
Its partnership with Delaware North will see Itsu sushi being served at the hospitality boxes of Arsenal FC’s home stadium in Holloway.
Neil Miller, Itsu’s chief customer officer, said, “We’re reaching out to customers wherever they are – on the high street, in the office or at a major event. By expanding into new channels, we’re making Itsu accessible to more people, in more places, every day.”
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