Industry Shorts: Lagardere, Lawrence Dallaglio
Sport and entertainment marketing agency Lagardere Sports has partnered with fintech platform Chiliz in a deal which will develop new partnership for the platform’s Socios.com product.
Socios, a fan engagement platform which allows fans to vote on a range of matters using blockchain tokens, already counts a network of athletes, football clubs and leagues, while the new agreement allows Lagardere Sports to offer further rights holders the opportunity use blockchain to enhance their fan engagement.
Ukactive and Lawrence Dallaglio’s RugbyWorks charity have launched Open Doors, a new programme aimed at providing activities in London schools during half-term to support young people who the charity says may be at risk of falling into anti-social behaviour.
After a successful pilot, ukactive has been awarded a second grant by the Greater London Authority to run the programme outside of term time, unlocking school facilities and using sport to better engage young people with the aim of reducing youth crime and violence.
Weetabix has unveiled a new partnership with Virgin Sport which will see the ASICS London 10K launch the Weetabix Protein Youth Challenge.
Taking place on Sunday 5th July, the initiative will see children aged 7-14 years of age take part in the race for the first time in the event’s 20 year history and will encourage participants to achieve their first major running goal. Places will be awarded to the first 1,000 children who sign up to finish the race on race day, with a further 1,000 able to opt-in to finish their 10k elsewhere.
The race is the first in a series of activations linked to the Weetabix and Virgin Sport collaboration, with further activity including ambassador events and influencer partnerships set to be unveiled.
Hublot, the Champions League’s Official Watch Partner, has launched a new limited edition version of its Classic Fusion AeroFusion Chronograph to mark the return of the competition’s knockout rounds.
The watch features a smoky midnight blue polished and satin-finished ceramic 45mm case and bezel. The back of the casing also features a sapphire crystal insert decorated with the UEFA Champions League logo while the face is embellished with the competition’s iconic stars.
Organisers for the Olympic Games Tokyo 2020 have unveiled the Games’ official motto, ‘United by Emotion’.
The slogan aims to emphasise the power of sport to bring people together and reach beyond differences. A laser will project the motto onto Tokyo’s Skytree Tower until 25th March in order to celebrate its release.
Muller has extended its deal with British Athletics, taking the partnership between the pair up to 2022.
The dairy company will become title partner of the outdoor British Championships in 2020, 2021 and 2022, with the former also incorporating the official trials for Tokyo 2020.
