Shorts: British Cycling, TNT Sports, Img

British Cycling has partnered with snack brand Kettle Chips to ‘encourage more families to get out on their bikes and experience the joy of cycling’. 

As part of the new collaboration, Kettle Chips will be encouraging its customers to get involved in British Cycling’s Guided Rides through the #PedalWithKETTLE campaign. The programme offers ‘free and friendly’ local bike rides, led by a trained Ride Leader.

The eight-month partnership will see British Cycling branding feature on Kettle Chips packets in stores nationwide, with the products also available at Tour of Britain events.

Darren Henry, British Cycling Commercial Director, said, “We’re delighted to welcome Kettle Chips on board as we gear up for what is set to be another memorable summer of cycling, and thank them for their support for our work to get more families enjoying the benefits of riding together in their communities. 

“Our commercial partners play a vital role in allowing us to invest in our sport and programmes to create more opportunities to ride and break down barriers to participation. Working with household names like Kettle gives us a great opportunity to share the joy of cycling with their customers nationwide, and highlights the continued enthusiasm for our work amongst some of the country’s most well-known and loved brands.” 

TNT Sports has confirmed that the 2024 UEFA Champions League final will be made free for anybody to watch for the first time on discovery+.

The match between Real Madrid and Borussia Dortmund at Wembley Stadium is not the only one that will be made available to everybody. All three men’s European finals , the Champions League, Europa League and Europa Conference League will also be shown outside of the pay wall.

The UEFA Europa League final will take place on Wednesday 22^nd May when Bayer Leverkusen will take on Atalanta at the Dublin Arena.

One week later, Olympiacos will play Fiorentina in the UEFA Europa Conference League final on Wednesday 29^th May at the AEK Arena in Athens.

Finishing off the trio of European finals, the UEFA Champions League final will see Borussia Dortmund take on Real Madrid, live from Wembley Stadium on Saturday 1^st June.

The Women’s Sport Collective, an inclusive community for women working in sport, has announced a new partnership with global sports, events and representation company IMG.

In a statement, IMG has said that ‘the two organisations will work together across the next 12 months to inspire women and highlight employment opportunities in sport’

This collaboration is set to include creating a dedicated sub-group for women working in communications and production, hosting a series of online webinars delivered by IMG’s experts, and publishing regular news about available roles at IMG and beyond.  

Women’s Sport Collective Co-Founder, Sue Anstiss, MBE, commented, “Having already witnessed the impressive ED&I work IMG delivers across its business, we’re excited about the potential of our partnership to drive change around gender parity in sports leadership.”

Serena Lloyd-Smith, IMG’s Director of Impact & Inclusion, added, “We are incredibly excited about this partnership with the Women’s Sport Collective and in particular, connecting with their strong community of women across sport. Together, we’re looking forward to creating more development opportunities for women in the industry.”

Global major events consultancy Trivandi has launched a training and educational Academy for the major events industry with the roll-out of its first academic module, Major Events 101.

The module is the first of its kind to be developed and delivered by practicing industry-leaders and university professors. It provides ‘a solid grounding in the planning and operations of complex world class events and is Level 3 accredited by the Chartered Management Institute (CMI).’

In a statement, the Trivandi Academy says it ‘aims to professionalise the major events industry through education, training and innovation through certified training courses that will upskill both prospective and established major event professionals as they prepare to deliver complex major events, as well as through research, thought leadership and the sharing of knowledge, learnings and insights that support the continual improvement of the major events industry.’

CEO of Trivandi, James Bulley, said, “We are really excited to launch the Trivandi Academy. It provides a unique opportunity to share our team’s in-depth experience of planning and operating more than 260 global major events over the last decade, together with the knowledge and expertise of over 2,000 subject matter experts in our network. This will support us on Trivandi’s mission to continually improve the quality, standards and sustainability of major event delivery and operations. It will also increase the talent pool of industry experts in nations hosting major events through best-in-class training, and leave behind a lasting human legacy of industry know-how.”

Virtual advertising firm Supponor and tech-led global sports media agency TGI Sport have announced a new partnership in the South American region.

The strategic collaboration will ‘enable Supponor and TGI Sport to combine their expertise and resources to offer tailored cutting-edge virtual advertising services to different sports partners in South America.’

As per the deal, Supponor and TGI Sport will build a remote operating centre in the territory to ‘ensure seamless and cost-efficient delivery across the region.’ This will serve as a hub for driving the development of virtual advertising services to meet the needs of South American sports rights holders, advertisers, and broadcasters.

Global CEO of TGI Sport, Martin Jolly, said, “We are excited to be partnering with Supponor in South America for the delivery of Virtual Technology and other ancillary services. TGI Sport has a deep history and unique understanding of the South American market having delivered for our clients and rights holders more than six hundred events across ten countries since commencing South American operations in 2017. This new partnership allows us to provide an end-to-end virtual solution resulting in increased revenue opportunities for our clients and rights holders.”