Shorts: Beyond Sport, Chelsea, Nottingham Forest

Beyond Sport partners with Under Armour.

Beyond Sport has announced a new partnership with leading athletic performance brand Under Armour to support non-profit community organisations across the UK and Europe that are using sport to inspire and teach valuable life skills to young people – particularly those that are consistently underserved, excluded or economically disadvantaged.

The point of purchase campaign officially launched on 26th June in Under Armour’s retail stores in the UK and will ultimately expand across Europe. As part of its commitment to create more access and opportunity within sports, Under Armour is providing seed funding in each local retail market to support community partnership.

Customers will have the opportunity to donate at the register to support programmes that are contributing to youth wellbeing, personal growth and future success. In turn, Beyond Sport will grant the funds to local community organisations that are using sport and physical activity to do something greater for youth.

Since 2008, Beyond Sport has partnered with organisations that are purposefully using physical activity to positively impact communities around the world.

Chelsea FC has partnered with Hilton in a deal that sees the hotel brand become the club’s official global hotel partner.

The deal will see Hilton serve as the official host to the Chelsea team on the road, beginning with the Premier League’s club’s pre-season tour in the US.

John Rogers, Head of Global Partnerships at Chelsea FC, said, “Ahead of our exciting visit to the States in July and August for pre-season tour, we are very pleased to team up with such a prestigious name as Hilton for the future. We are proud to be the first football club to work alongside Hilton and look forward to rewarding their Hilton Honors members, and our fans, in innovative ways.” Stijn Bastiaens, Vice President, Strategic Partnerships at Hilton, added, “We’re thoroughly looking forward to collaborating with such an esteemed and world-renowned club as Chelsea. Through the partnership we’ll be launching unique content and experiences to our Hilton Honors members, as well as extending the most welcoming Hilton stays to the Chelsea team while they’re travelling on tour.”

Premier League football club Nottingham Forest has signed E.ON as its new official training wear sponsor.

E.ON, which is already the club’s official sustainability partner, has agreed a new deal ahead of the 2023/24 season which marks a development of a partnership first forged in 2021.

As part of the strengthened agreement, the E.ON logo will appear across all men’s and women’s first-team adidas training wear as both sides look to build on a positive Premier League campaign during the 2022/23 season.

Tyson Henly, Nottingham Forest’s Chief Commercial Officer, said, “An extended partnership with a prestigious brand like E.ON allows the Club to develop across many sustainability and operational goals and consolidates Nottingham Forest’s agenda as a UK, pan-European and growing worldwide presence as a Premier League club, which will lead to significant progress in many areas in the coming seasons.”

Scott Somerville, Chief Marketing Officer at E.ON UK, added, “Our partnership with Forest has already helped us to shine a spotlight on what we can all do to reduce our impact on the planet – everything from home insulation, solar panels and electric car chargers, right through to bigger projects which aim to help businesses and local authorities – and today’s announcement means we’ll keep doing that and more.”

Leeds United has announced a new partnership with Unibet.

The sports betting company will become the club’s new official training wear partner from the beginning of the 2023/24 season.

Unibet branding will feature on the men’s first team and women’s team training wear, along with the men’s first team coaching staff.

Sam Mead, Head of UK Marketing at Kindred Group, said, “We are delighted to be linking up with Leeds United once again through this new partnership. Our industry-leading model of sponsorship provides benefits to both clubs and their communities – something we will drive forward throughout the season.”

Paul Bell, Executive Director at Leeds United, added, “We are pleased to welcome Unibet as our new official training wear partner. We have previously enjoyed a long-standing relationship with the Kindred Group through its 32Red brand which was on the front of our shirt when we were promoted as Championship Champions at the end of the 2019/20 Season.”