Shorts: Manchester City, SVG Europe, EMW Global

Manchester City have partnered with global home appliances brand Midea to launch five new community football projects across Africa.

The joint initiative will be delivered in Lagos (Nigeria), Luanda (Angola), Nairobi (Kenya), Johannesburg (South Africa) and Rabat (Morocco). It aims to combine football and Midea appliances to create safe and comfortable spaces for young community leaders to play, learn and connect.

The projects will be delivered in collaboration with local charity partners and the club’s official charity, City in the Community (CITC). Midea’s donation of resources and home appliances will help transform community centres, while CITC coaches will train local Young Leaders in football, leadership, and social impact.

This launch marks the latest development in the global community initiatives created through the partnership, building on prior projects in New York, São Paulo, and Bandung.

Tom Pitchon, Director of Corporate Social Responsibility at City Football Group, said, “Through this partnership, we are using football and Midea products to uplift the lives of young people around the world. The community football projects we are supporting with provide young people in cities across the globe with a home away from home, while promoting health, life skills, confidence, new friendships, and leadership opportunities.”

Live production technology company Appear has renewed its platinum sponsorship of SVG Europe.

The company specialises in high-capacity solutions for media processing and content delivery, and recently unveiled its VX Media Gateway software solution and the X5 hardware platform. The X5 is a compact solution for smaller-scale live productions, while the VX Media Gateway is a software solution for media processing on-premise or in the cloud.

Recent projects for Appear include working with Telefónica Servicios Audiovisuales to deliver the contribution and distribution network for Spain’s LaLiga, while World Archery has adopted the company’s X Platform to power live event coverage.

Matthew Williams-Neale, VP, Marketing, Appear, said, “Appear empowers the sports broadcast sector to deliver complex live events with ease and reliability. We continue to drive innovation with new products like the Appear X5 – a compact, ultra-low-latency platform for smaller-scale live productions – and our software-based VX solutions, which enable secure, scalable media workflows across cloud and on-premise environments.

“These developments ensure that sports broadcasters can deliver the highest-profile live content to fans with unmatched quality and efficiency, while future-proofing their operations for the ever-evolving media landscape.”

Sports and entertainment marketing agency EMW Global has appointed Eduardo Corch as its new General Manager in Brazil

With more than 25 years of experience, Corch has previously worked for companies including adidas, Bridgestone, and Havas Sports & Entertainment. His career has seen him involved in major events such as the 2014 FIFA World Cup and the Rio 2016 Olympic Games, as well as managing contracts with clubs and athletes.

The appointment is designed to build on EMW Global’s existing presence in Latin America, which includes partnerships with Neymar, Messi, and CONMEBOL. The agency also recently signed an agreement with the Argentine Football Association (AFA) to become its commercial advisory partner.

Michael Rocha-Keys, CEO and founder of EMW Global, said, “Eduardo’s appointment strengthens our global expansion strategy. His experience and deep knowledge of the Latin American market will be essential in taking EMW Global to the next level in the region.”

Walsall FC have extended its partnership with Carabao Sport, which will continue as the club’s Official Hydration Partner.

The agreement, which began last season, covers the men’s first team and has now been expanded to include Walsall FC Women. Carabao Sport provides isotonic drinks for players during training and matches.

The partnership reflects the growing presence of functional drink brands within English football, with hydration products widely used across both the men’s and women’s game.

Keira Webb, Partnerships Manager at Walsall Football Club, said: “We are delighted to extend our partnership with Carabao SPORT. Their role is pivotal for player hydration throughout the season and we look forward to continue working with Carabao.”

Rachel Williams, Marketing Manager at Carabao, said: “We’re thrilled to be renewing our partnership with Walsall to hydrate players and coaching staff throughout the season with our great-tasting, performance-driven sports drinks.”

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