Industry Shorts: Uefa, Northampton Saints, Joymo
UEFA has announced an extended three-year deal with its established partner Enterprise Rent-A-Car.
Enterprise has been an Official Partner since 2015, and the enhanced agreement covers two different competitions – the UEFA Europa League and UEFA Europa Conference League – and will run from 2021 until 2024.#
As part of the agreement, Enterprise Rent-A-Car will benefit from exposure on stadium LED board advertising, exclusive on-site experiences, and branded content across both competitions’ digital platforms.
Northampton Saints have announced a new partnership with Loughborough University, in a deal which will be centred on women’s rugby.
The new arrangement sees Loughborough Lightning – who have reached the semi-finals of the last two Allianz Premier 15s seasons – become a joint Loughborough Lightning / Northampton Saints elite women’s team, with both partners looking to drive performance outcomes to ensure ongoing success at the top of professional English rugby.
The team will remain named as Loughborough Lightning, but the side’s kit will now bear the Northampton Saints crest and Franklin’s Gardens will host several Lightning fixtures each season.
Joymo, the direct-to-consumer OTT media platform for governing bodies, clubs, teams, and athletes in sport, has entered a strategic alliance with leading sport management technology provider Sport:80.
The new partnership sees Joymo become the official partner of Sport:80, whose software as a service platform has been developed specifically for governing bodies of sport.
In the reciprocal agreement, Sport:80 becomes a partner of Joymo with both companies actively promoting their combined technology-driven services and expertise to new and existing clients.
Discovery Sports has secured a ten-year deal to screen exclusive coverage of the Laver Cup in Europe from 2021 to 2030.
The tournament, first launched in 2017 by TEAM8 – the Sports and Entertainment company co-founded by Roger Federer, and named after 11-time Grand Slam champion Rod Laver, pits six of the top men’s tennis players from Europe against six of their counterparts from the rest of the world.
Coverage of the Laver Cup will be available across Europe via Discovery’s portfolio of channels and digital platforms including Eurosport and discovery+.
The deal comes on the back of Discovery’s 10-year extension with Tennis Australia to cover the Australian Open.
