Shorts: PWR, Lululemon, Bellingham
Premiership Women’s Rugby (PWR) has appointed Genevieve Shore as its Executive Chair, effective immediately.
Shore will oversee the strategic direction of the organisation, as well as guiding the development of the league, and managing day-to-day leadership of the executive team.
A Rugby World Cup winner with England in 1994, Shore has built a 20-year career in leadership roles across publishing, education, tech, and financial services.
PWR has recently bolstered its executive team, after Amy Kimber-Roberts’ return as Strategy and Operations Director.
Darren Hanley has also joined as Head of Marketing from Ipswich Town FC, and Emily Lowe has taken up the role of Head of Finance after moving from the LTA.
Shore will chair a board comprising club directors Michelle Orange and Laurie Dalrymple, alongside RFU representatives Alex Teasdale and Conor O’Shea.
“I am honoured to be appointed as the Executive Chair of Premiership Women’s Rugby,” Shore said.
“Women’s rugby has seen remarkable growth in recent years, and I’m excited to help drive further progress, both on and off the pitch. This is an exciting time for the sport, as 2025 will be the year of women’s rugby, and I look forward to working closely with the clubs, players, and all stakeholders to help create a sustainable, dynamic, and inclusive future for women’s rugby in England.”
Athletic apparel brand Lululemon has partnered with Runna to provide comprehensive support for marathon training.
The collaboration includes access to personalised training plans from Runna, four community events designed to increase motivation and connection, and high-performance gear tailored to meet the needs of runners at all levels.
The partnership is aimed at assisting runners, whether they are preparing for their first marathon or working toward a personal best.
Adidas and Jude Bellingham have collaborated on a new video campaign to promote the ‘Predator Victory’ football boots.
The campaign highlights the Real Madrid and England star’s skills, and the innovative features of the latest Predator model, focusing on control and precision on the pitch.
This partnership continues Adidas’s tradition of working with elite athletes to drive product innovation and connect with football fans globally.
Super League club St. Helens have expanded their partnership with EFT Group to include sleeve branding.
Under the three-year agreement, the company’s logo will feature on the left sleeve of the team’s jerseys from the start of the 2025 season.
EFT, who first partnered with the Saints in 2023, will also receive ‘platinum partner’ designation.
“EFT Group have sponsored a number of our coaching staff and club doctors over the last two seasons and we delighted that they want to grow their relationship with ourselves and have now become a new kit partner for the next three seasons,” said Yvonne Millett, Commercial Sale Manager at St. Helens.
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