Industry Shorts: Bundesliga, Sky, The FA & Csm

Sky Sports has become the new home of the Bundesliga in the UK and Ireland after winning exclusive rights for the next four seasons.

Sky is expected to show matches across its Sky Sports linear channels and promote the product using its social and digital platforms. The Topspiel, or top match, will be on Sky Sports Football at 5:30 GMT.

The FA and Alzheimer’s Society have announced a new two-year charity partnership, aimed at ensuring that more people from the football community are aware of dementia, come forward for available support and are provided with the help that they need.

The new partnership will officially launch at The FA Community Shield supported by McDonald’s on Saturday 7 August 2021, with activations across The FA’s channels, matchday programme, Wembley Stadium connected by EE’s digital screens and ITV as its new host broadcasters from this season.

The Super League has appointed CSM to develop its commercial proposition and find new partnership opportunities ahead of the 2022 season.

CSM have a successful track record in Rugby League and were responsible for securing partners such as Ronseal, First Utility, Foxy Bingo, Alcatel Lucent, Brut, Dacia, Cazoo and Batchelor’s Mushy Peas.

The eSkootr Championship has announced Sharon Fuller – former Global Head of Central Content Creation at Red Bull – as Chief Content Officer.

In her new role, Fuller will oversee all content creation, distribution, media partnerships and manage and work with influencers and production partners. Fuller is an Emmy nominated content creator, and previously spent time at BBC Sport.

Tiki Tonga – the coffee brand owned by former England rugby star Brad Barritt – has been appointed as the Official Coffee Partner of the Tour of Britain and Women’s Tour.

Tiki Tonga will be available for hospitality guests at both prestigious events in September and October 2021, while also engaging with fans at the Tour of Britain and Women’s Tour stage finishes, where they will have a retail presence in the Tour Village.