Shorts: Arsenal, Fulham, Charlton Athletic

Arsenal FC have announced a new multi-year partnership with scotch whisky brand Chivas Regal.

The deal sees Chivas Regal become the Premier League football club’s first official whisky partner ahead of the 2024/25 season, in an agreement that spans Arsenal’s men’s and women’s teams.

The partnership will deliver branded content that includes behind-the-scenes access to players, as well as numerous ‘global live experiences.’ A new Chivas Regal bar will also be launched within Dial Square, located close to the Emirates Stadium.

Juliet Slot, Chief Commercial Officer at Arsenal, said, “We’re proud to welcome Chivas Regal to our family of partners. It’s a brand renowned for its cultural and community ties, and they share an always forward mindset that is so important to our club values and ambition. We’re excited to work together to better serve our supporters and bring our communities from around the world closer to our club.”

Fulham FC has secured a new deal with All Elite Wrestling to become the women’s team’s front of shirt sponsor for the 2024/25 season.

Professional wrestling promotion AWE will benefit from branding throughout Craven Cottage.

Tony Khan, Director of Football at Fulham, said, “Both Fulham Football Club and All Elite Wrestling hold a special place in my heart, and the partnership established here represents not only an elevation of both organisations on the global stage, but also a reminder of our investment and commitment to furthering women’s creative and athletic endeavours at all levels.”

EFL League One football club Charlton Athletic has partnered with Pukka for the 2024/25 season.

The partnership will see Charlton sell the brand’s pies on matchdays.

Charlton will also work with Footballco and Pukka to develop branded content to ‘create significant engagement among fans.’

Barry Higson, Head of Commercial at Charlton Athletic, said, “This partnership is about more than just selling pies – it’s about collaborating to create something truly special for our fans. By working with Pukka and Footballco, we’re excited to develop tailored content that resonates with supporters and amplifies the Charlton Athletic story far and wide.”

EFL football clubs QPR and Rotherham United FC have renewed their partnerships with sports drinks brand iPRO.

The three-year deal with Rotherham extends the duration of iPRO’s role as official hydration partner to ten years.

The extension with QPR is also a three-year renewal as official hydration partner and will see iPRO continue to provide the men and women’s first teams and academies with its hydration products.

QPR’s Commercial Director, Euan Inglis, said,“This will be our eighth season working with iPRO and we are absolutely delighted to extend our partnership for another three seasons. Lucy, Charlotte and the rest of the team are a real pleasure to work with, and our Sports Science team believe the product is hugely important to our players.”

UK independent bookmaker Star Sports has officially launched in Australia after receiving Victoria’s Wagering and Betting Licence. 

The firm will now be operational online across Australia for the first time. 

Shane Ciurleo, who has been appointed Star Sports’ General Manager in Australia, said, “I feel very fortunate to be given the opportunity to bring the Star Sports brand to life in Australia. Ben Keith and his team have built and maintained a wonderful brand in the UK, and I look forward to introducing the Australian market to the Star Sports brand ethos and values.” 

Ben Keith, owner of Star Sports, added, “I am thrilled to be launching our Star Sports brand in Australia. With Shane at the helm, I have the upmost confidence in the team Down Under.  

“It was a lifelong ambition to trade at the prestigious Melbourne Cup and with great thanks to the Waterhouse family, it became a reality last year. We at Star Sports believe in bookmaking and are very excited to begin operating in Australia.”