Industry Shorts: Lg, The Fa, LTA
LG Electronics has announced the renewal of its multi-year partnership with The FA, with a deal spanning across Wembley Stadium connected by EE, and the England men’s and women’s teams, as well as The FA’s official esports team, the eLions.
The renewal follows on from the successful partnership of the past three years, which included sponsorship of the Emirates FA Cup, Wembley Stadium, England’s men’s team and St George’s Park.
The initial agreement saw LG introduce display technology products to Wembley Stadium, installing a replacement 460 square metre LED façade on the outside the venue’s Great Hall, and two satellite 230 square metre displays above the revamped main entrance. In addition, LG is currently replacing the venue’s 1,200 plasma screens with LED products, to further support Wembley’s position as one of the world’s greatest venues for sport and entertainment. The pair will also promote the brand’s TV line-up ahead of the rescheduled UEFA EURO tournament this summer.
The LTA has announced a new partnership with and ocean cruise line, Viking, which will become the new title sponsor of the governing body’s summer grass court events – the Viking Open Nottingham, Viking Classic Birmingham and Viking International Eastbourne.
The move is one of the brand’s first major sport sponsorships, having supported cultural institutions such as the Royal Academy of Arts, the British Museum, and the Royal Horticultural Society up until now.
Through the one-year partnership, Viking will also sponsor Seniors Tennis and will offer free tennis lessons to over 50s and Viking guests through local tennis clubs.
Slinger Bag has agreed a partnership agreement with tennis event Ultimate Tennis Showdown (UTS), which will see the brand become a sponsor of the UTS’s upcoming event at the Mouratoglou Academy on the French Riviera.
The UTS is a competitive tennis league inspired by esports, and aims to attract a new fanbase to the sport.
The partnership will see Slinger Bag feature both on-court and at the practice courts at the event, which includes the likes of ATP number three Daniil Medvedev and ATP number nine, Diego Schwartzman.
UEFA and the UNHCR – the UN’s refugee agency – have partnered for a Cooperation Protocol, which commits the two organisations to establishing long-term initiatives to support refugees and forcibly displaced people.
The pair will ‘harness the transformative power of football’ to strengthen refugee communities, and will encourage ‘close cooperation on the ground’ between UEFA’s member associations and UNHCR offices across Europe.
UEFA says the partnership is an ‘impactful way to further strengthen football as a powerful tool to foster sustainable, social inclusion of refugees and enhance social cohesion.’
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