Shorts: Beckham, Surrey Ccc, Hull City

David Beckham has been revealed as a strategic investor in health sciences company Prenetics.

The 49-year-old football icon and company will also become co-founding partners of a new health and wellness brand named IM8.

The new company will produce consumer health products, with further details set to be revealed in due course.

Since hanging up his boots in 2013, Beckham’s business ventures include part ownership of MLS franchise Inter Miami.

The Manchester United and England legend also established his own content studio in 2019, named Studio 99.

Founded in 2014, Prenetics specialises in prevention, early detection and treatment.

“Throughout my life and career, I’ve been fortunate to have access to the best medical professionals, nutrition experts and fitness coaches,” Beckham said.

“Their guidance has been crucial to my health and well-being. That’s why I am excited to be working with Prenetics – a company that is dedicated to innovative, world-leading scientific advancements in health – as a co-founding partner and ambassador for IM8.”

Surrey County Cricket Club (CCC) has partnered with sustainable energy supplier SSE Energy Solutions for the upcoming season.

As per the agreement, SSE will receive prominent brand visibility throughout the club’s Kia Oval home, and will look to engage fans in sustainability initiatives.

Surrey and the Kia Oval are aiming to achieve net zero carbon emissions status by 2030, which would see an 8% reduction of the club and venue’s emissions.

The partnership will also allow include ‘exclusive experiences’ to reward members at the Kia Oval.

SSE supplies renewable electricity generated from wind farms for UK businesses. Through the company’s Net Zero Acceleration Programme Plus investment plan, the firm is funding £20.5bn into networks, renewable energies, and other businesses such as gas, and low-carbon flexible generation technologies.

“Our purpose is to support customers to achieve their net zero plans,” said Nikki Flanders, Managing Director of SSE Energy Solutions.

“Surrey County Cricket Club and the Kia Oval are leading the way in sustainability, and by tapping into the passion of sport, we can engage with even more people on sustainability, meaning a better world for us all.”

Hull City has named Ticketmaster as the EFL Championship club’s online ticketing platform.

The Tigers join the ticket distribution specialist’s growing football partnership roster, which includes Fulham, Brentford, Crystal Palace, Everton and Wolves and Burnley.

Through the new agreement, which is intended to provide a ‘simplified user experience’, fans will have access to an immersive 3D experience, featuring a 360-degree view of the club’s MKM Stadium.

“We look forward to giving Hull supporters a premium ticketing experience, with leading digital ticketing solutions alongside our innovative Virtual Venue feature, which allows fans to preview their seat views before purchasing tickets,” said Chris Gratton, Managing Director at Ticketmaster Sport.

“With our team of experts and extensive marketing capabilities, we are committed to helping the club achieve all their ticketing objectives this Championship season.”

Sky Sports Golf has revealed Adidas as its official apparel partner, taking effect from this year’s Open Championship.

The 152nd edition of the major golf event will take place at Royal Troon between 18th and  21st July.

Through the new multi-year deal, Adidas will supply apparel, footwear and accessories for all Sky Sports Golf presenters, commentators and crew members during live broadcasts on the pay-TV network.

Andrew Law, General Manager at Adidas, EMEA, said, “This partnership will further elevate our position as a sports brand in golf, reaching not only a wider golf audience, but all sports fans that follow along the vast Sky Sports network.

“The opportunity to drive further awareness in women’s golf is particularly thrilling, as our current partnerships with the Ladies European Tour and the Women’s Open are perfectly complemented with this new agreement.”