Industry Shorts: Canterbury, West Brom, Extreme E
Rugby kit manufacturer Canterbury has revealed plans to support seven of the brightest young talents in the game through a partnership with charity SportsAid.
The programme will see Canterbury – who recently kitted out The British & Irish Lions for their tour of South Africa – provide players with financial support to kickstart their careers.
The selected athletes include three wheelchair rugby stars, who are playing an integral role in helping to grow the game across the UK, and two young female players, which the brand says reflects the growth of women’s rugby, which it says now represents around 25% of all players.
West Bromwich Albion have launched WBA TV+, a new video channel for the club’s members and season-ticket holders, which will host a range of content, including two showpiece series – ‘A Trip Down Halfords Lane’ and ‘2001/02: 20 Years On’.
The former is a reflective look back on the careers of Albion greats, while the latter is a monthly docuseries detailing the story of the club’s first promotion to the Premier League as well as a look back on the campaign.
The club will also launch a new official club podcast as part of the WBA TV+ launch, while the platform will also host classic matches and live video streams of West Brom’s Premier League 2 home fixtures.
Extreme E has announced an ‘exponential’ increase in its digital content reach since the beginning of 2021, reaching a landmark 100 million video views on its social channels in its mid-season reporting.
The series says it also saw more than one billion impressions across ‘the social media landscape’ at each of its opening two X Prix events, citing a report by YouGov Sport.
By the end of June, video viewership was up over 1000% on the previous six-month period on Extreme E’s digital platforms, with the series also racking up a more than 400% increase in engagement.
BOXXER has announced a new partnership with WOW HYDRATE, who will become the Official Hydration Partner of both BOXXER and Sky Sports Boxing.
The deal will see WOW HYDRATE feature on BOXXER social and digital content in the build-up to events, including integration at weigh-ins with innovative refuel zones catered to fighter rehydration; and culminating in in-venue branding on fight night.
The pair will also commit to growing the sport at a grassroots level in the UK, with WOW supplying amateur gyms around the country with drinks as well as undertaking work to increase awareness amongst amateur boxers of the benefits of proper hydration.
