Industry Shorts: Rfu, Southampton, Genius Sports

The RFU has announced its plans to celebrate its 150th Anniversary, which will take place on 26th January 2021.

The world’s oldest rugby governing body, which was formed at a meeting of 21 clubs in London’s Pall Mall in 1871, will mark the occasion with the creation of a heritage rose with artwork by renowned artist Chris Wormell taking inspiration from the very first rose featured on the caps of the 1871 team.

The RFU will also launch a social media campaign on 26th January inspired by the World Rugby Museum’s RFU at 150 exhibition, with a physical version taking place at a later date. 

Meanwhile, the RFU’s partners will also join the celebrations, with a limited edition heritage kit made by Technical Partner Umbro, while Official Timekeeping Partner Bremont will also mark the moment.

Southampton have announced a new five-year kit partnership with hummel, set to begin on 1st July 2021.

Becoming the Premier League side’s Official Kit Supplier, hummel will design and develop match, training and travel wear across the club’s men’s, women’s and academy teams, along with a comprehensive retail offering.

The club says the appointment of hummel follows an ‘extensive’ search to find a new partner that shares the club’s values. It will also see Saints reunite with the Danish brand, who made the team’s kits between 1987 and 1991, including several shirts which have become cult classics among its fanbase.

Genius Sports has officially filed its first registration statement with the US Securities and Exchange Commission (SEC) as part of its acquisition by dMY Technology Group, inc II.

The move shows that the UK-based data company generated $102.7 million (£75.8 million) in revenue across the first three quarters of 2020, almost a third greater than its 2019 performance across the same period.

DMY II’s acquisition, which was first announced in October 2020, will value the Genius at $1.5bn (£1.1bn).  

Former England rugby league captain Jamie Peacock has launched a new wellbeing programme to address mental health issues.

The Leeds Rhinos legend’s programme, Be A Champion, will focus on simple daily actions to create strong wellbeing habits and will draws upon all areas that Peacock has taken from sport and adapted to ‘the real’ world, enabling him to cope with retiring from sport and the impact of the pandemic.

The interactive programme – which will be delivered both in the form of a book as well as blending in digital elements – will aim to help individuals to improve a number of different areas of their lives by encouraging them to embrace a positive mindset, as well as taking control of their eating, sleeping and exercise habits. READ MORE

Roc Nation Sports has announced a host of new hires across its commercial and partnerships department, as well as unveiling nine new young footballers to its talent portfolio as part of its ‘Class of 21’.

The sport and entertainment talent management agency has announced former Sevilla Head of Partnerships Michael Higham as its Senior Director, Commercial Partnerships, while former Arsenal Partnership Development pair Tomek Kowal and Luke Donaldson join the agency as Director, Commercial Partnerships and Commercial Manager, Partnerships, respectively. READ MORE

Sheffield United signs global partnership with social media platform Sporty.com for the remainder of the 2020/21 Premier League season.

The social media platform will become an Official Partner at the Blades in a deal brokered by Sportradar.

The European Handball Federation (EHF) and Sportradar have announced a decade-long extension to their integrity partnership.

Under the agreement, Sportradar Integrity Services will provide a range of solutions and services to help safeguard EHF national team, club and international youth competitions from integrity threats through to 2030.

The LTA has announced a new three-year partnership with Framework Sports & Marketing – the exclusive UK distributor of Slinger Bag – as the governing body continues its innovation drive.

Slinger Bag, a portable tennis ball launcher brand, will provide 20 bags for use across the LTA’s Performance and Coaching teams, while discounts for LTA Members and an affiliate scheme for LTA accredited coaches who recommend the product will also be put in place.

The news follows recent LTA commercial deals, including a four-year partnership with online car-selling platform cinch as title sponsors of the Queen’s Club Championships, and a long-term agreement with AMC, the brand created by Andy Murray and Castore, which became its Official Performance Apparel Partner this year.