Shorts: The Boat Race, MSQ S+E, GB Snowsport
The Boat Race has renewed its partnership with Graduate by Hilton for the upcoming Oxford Cambridge Boat Race in April.
Graduate by Hilton will continue as the Official Hotel Partner and Official Supporter for the event, which is scheduled for Sunday 13th April.
This year marks the renewal of the intense rivalry between Oxford University Boat Club and Cambridge University Boat Club, a tradition spanning almost 200 years.
As part of the agreement, Graduate by Hilton Cambridge and The Randolph Hotel Oxford will host crew team dinners. Graduate by Hilton will also increase visibility for The Boat Race through branding, digital marketing, and hotel events.
Hilton Honors members can bid points for VIP experiences at the race, including access to an exclusive watch party at Thames Rowing Club.
Siobhan Cassidy, Chair of The Boat Race Company, said, “Working together, we can bring The Boat Race to new audiences as part of a destination event in beautiful London, so everyone can enjoy London’s Party by the River.”
MSQ Sport + Entertainment has announced an expansion to Amsterdam, continuing its rapid growth since launching in June 2024.
Toan Ravenscroft will join the agency in early April as Managing Partner to lead the Amsterdam office.
Ravenscroft brings two decades of experience and previously established M&C Saatchi Sport & Entertainment in the Dutch capital. MSQ Sport + Entertainment plans significant organic growth and acquisitions in Amsterdam, aiming to build a world-class team to serve Dutch, European, and global clients.
The agency will offer services spanning sponsorship strategy, creative development, social content, PR, digital and live experiences, and talent management.
Founders Jamie Wynne-Morgan and Steve Martin said, “Amsterdam is not just a creative, entrepreneurial, international centre, but a city that actively lives and breathes sport and entertainment.
“Toan’s experience, dynamism and understanding of the market, coupled with our experience of working together and shared ethos, make him the perfect partner as we continue to accelerate the agency’s growth. We cannot wait to have Toan on board from April.”
Halfspace Group and Pri0r1ty Intelligence Group PLC have launched Capitano Ai, an AI-driven data analytics tool designed for sports and media organisations in the UK and Europe.
Developed through a 50/50 joint venture, Capitano Ai uses natural language processing to provide instant insights from large data sets.
Team GB Snowsport and The Race Media have been confirmed as the first users of the platform.
GB Snowsport is the National Governing Body for snowsports in the UK, overseeing British Olympic and Paralympic skiing and snowboarding teams.
The Race Media produces motorsport content, generating over 15 million YouTube views and 1 million podcast downloads per month.
Professional services group Gateley has become the Official Partner of the Birmingham Panthers, the city’s Netball Super League franchise.
Gateley will also act as the Panthers’ Official Legal Adviser, providing expertise in sports law.
The partnership will involve collaboration on initiatives such as reverse mentoring, coaching, and masterclasses on leadership and reputation management.
Alison Kay, Co-Founder, CEO and Chair of the Board at Birmingham Panthers, said, “Gateley is the perfect partner for the Panthers. They understand the unique environment that sporting organisations, teams and elite athletes operate within.
“They are also innovative and ambitious, set the highest standards in all they do, have an ethos of teamwork and cooperation, and share a vision for increasing female empowerment.”
MatchWornShirt has launched its largest-ever women’s football auction series to mark International Women’s Day.
The campaign features a record-breaking number of women’s football shirts, with over 70 teams participating.
Clubs including Chelsea, Manchester United, Paris Saint-Germain and Arsenal are involved in the auction, which offers fans and collectors globally the chance to own match-worn and signed shirts.
Match-worn shirts from derbies such as Tottenham versus Arsenal and Chelsea versus West Ham will be available.
MatchWornShirt reports a surge in demand for women’s football shirts in recent years, with previous auctions featuring Sophia Smith and Arsenal players Alessia Russo, Leah Williamson, Vivianne Miedema and Kim Little achieving high sales.
Naivasha Oakes, Head of Partnerships at MatchWornShirt, said, “We’re seeing an ever-increasing demand for women’s football shirts across our auctions, so we’re proud to have worked with our partners to deliver this record-breaking opportunity for fans of the women’s game to get their hands on some incredible, unique shirts.”
Lockwood Golf, a new golf apparel brand, has launched targeting new golfers.
The brand, born from Sheffield-based kit supplier Kiltocker, aims to fill a gap in the market for affordable, stylish golf wear for those new to the sport.
The brand will also offer customisation for individuals, societies and golf clubs, leveraging Kitlocker’s 20 years of experience.
Oli Brierley, Co-Founder of Lockwood Golf, said, “Lockwood Golf started as a conversation about polos and belt-looped shorts, but it quickly became much more. We realised there was a gap in the market for apparel that speaks to the new generation of golfers, those who appreciate tradition but want to bring their own style and attitude to the game.”
Nick Byrom has launched notewell, an international advisory firm for rights holders, brands, and venues in the sports and entertainment industry.
Notewell will provide strategic and commercial guidance on venue sales, premium experiences, and catering operations, as well as offering a fractional sales function to category-exclusive companies in sectors such as catering, facilities management, technology, and luxury goods.
Based in London, it will work with clients globally to develop tailored commercial strategies.
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