Shorts: British & Irish Lions, Chelsea, Tour of Britain

The British and Irish Lions have named Oxford Landing as the official wine partner for the Lions Tour to Australia in 2025.

The South Australian wine brand will produce a limited edition co-branded wine label to mark the new partnership, which will be available for purchase in the UK and Ireland from February 2025.

Next year’s series will comprise three test matches at Brisbane’s Suncorp Stadium, the Melbourne Cricket Ground (MCG), and Sydney’s Olympic Park on 19^th July, 26^th July and 2^nd August respectively.

Jack Glover, Executive Director of Marketing & Sales at Oxford Landing, said, “We’re thrilled to bring the essence of this partnership to life through our commemorative wine label, bringing a taste of our Riverland home and iconic Australian wines to UK and Irish consumers as they support their team through this memorable Tour.

“Our philosophy is embedded in every decision we make, from choosing to bottle our wines in South Australia, to aligning ourselves with partners around the world like the Lions.”

Chelsea have signed a three-year extension of their partnership with MSC Cruises.

The collaboration between the Premier League club and cruise line first began in 2019, and includes business, marketing, and community initiatives such as branded content and sustainability projects.

The renewal will ensure the continuation of the ‘MSC Meadow ‘project, which saw 100 trees planted at Chelsea’s training ground in Cobham.

MSC will also benefit from promotion at Stamford Bridge and Kingsmeadow, the respective home venues of the Blues’ men’s and women’s teams, and at Cobham.

“Supporting both the men’s and women’s teams is particularly important to me, as it reflects our commitment to promoting inclusivity and excellence across all areas,” said Antonio Paradiso, Managing Director of the UK and Ireland at MSC Cruises.

“I eagerly anticipate our continued collaboration on exciting new projects in the coming months.”

The Lloyds Bank Tour of Britain Men has announced a new partnership with speciality coffee brand All Things Bloom.

All Things Bloom will be present in the Fan Zone at every stage, as well as being served to guests in the Gaucho Lounge hospitality area at stage finishes as a part of their VIP experience

Henry Ayers, Co-Founder All Things Bloom, commented “All Things Bloom could not be more proud to be supporting the glorious Lloyds Bank Tour of Britian Men 2024. When we decided to create beautiful coffee, we wanted to spread the message far and wide across these Sceptred Isles (and beyond) and what better way than to get on our bikes alongside British Cycling!” 

British Cycling Chief Commercial Officer, Darren Henry, added, “We are delighted to welcome All Things Bloom as a partner to the Lloyds Bank Tour of Britain Men 2024.  Coffee, for many cyclists has become a mainstay of any mid-ride stop and we are delighted to bring this to our Gaucho hospitality lounge and spectators in the fan villages at the UK’s biggest cycling event.”

The 20th modern edition of the Britain’s biggest professional cycle race gets underway in Scotland on Tuesday 3 September. 

Leicester Tigers have extended PPL PRS as the Premiership rugby union club’s official music partner.

Since joining the club during the 2021/22 season, the partnership has included matchday activations and takeover days with local bands to entertain supporters, a Leicester Tigers-themed song by Joshua Manz and teammates and pre-match playlists on men’s and women’s matchday chosen by members of the respective squads.

Leicester Tigers, Chief Executive Officer, Andrea Pinchen, said, “It’s fitting that we are announcing the extension of this partnership ahead of the first game of the season, where we can deliver best-in-class matchdays through the combined efforts of PPL PRS and club staff.”

“Their partnership is a unique one in the game, which we are proud of, and has offered our fans so many brilliant entertaining activations and offerings, online and in-person, since they joined us three seasons ago. I am so pleased for our fans that it will continue in to the future.”

World Rugby has appointed Ignite, AE Live’s in-house creative design agency, to deliver the motion graphics (gfx) and the title sequence for the Asahi Super Dry Pacific Nations Cup 2024.

The competition is run by World Rugby, in partnership with the six unions (Canada, Fiji, Japan, Samoa, Tonga and USA) and aims to drive competitiveness ahead of an expanded men’s Rugby World Cup 2027 in Australia.

Kaylene Hurley, AE Live GM, New Zealand, said, “The Ignite design studio is always motivated to push the envelope and find new ways to make the tournaments appeal to a broad and diverse audience. The approach to the Pacific Nations Cup package was another great opportunity to collaborate with World Rugby and deliver something fresh and surprising.”

Ascot Racecourse has appointed London-based agency InCrowd to run ‘a new, long-term digital transformation project.’

Ascot Racecourse will work with InCrowd to develop a new ‘premium web destination’ for racing fans with the aim of ‘growing their global database and present new commercial opportunities for both Ascot and brand partners.’

Head of Sales, Rob Paddon, commented, “We are really excited to embark on this digital transformation project with InCrowd. Our strategies for collecting new fan data will enable us to better understand our audience and improve customer journeys with personalisation tactics driven by insights that we didn’t have access to before.”

“Elevating our new website with InCrowd’s recommended content and digital inventory tools will revolutionise how we communicate and connect with racing fans around the world, as well as drive significant value for both Ascot and our brand partners”.

Derby County have confirmed that the HSG UK logo will appear on the back of the women’s first-team shirts and shorts for the 2024/25 season as part of a new sponsorship agreement.

HSG UK were introduced on the back of the men’s first-team shirts and shorts in November 2023 but this has now been expanded to the women’s side.

Derby County’s Chief Executive Officer, Stephen Pearce, said, “We’re delighted that HSG UK have extended their association with Derby County by becoming the back of shirt and shorts partner for our women’s side.

“Their prominence has grown across the club in the last year and we are really pleased to see them showing their support to our women’s side.”

Charlton Athletic has announced a new partnership with Blaser Mills Law (BML).

As per the agreement, BML becomes the EFL League One football club’s official legal partner.

Hiren Gandhi, Partner at Blaser Mills Law, said, “We are delighted to work with Charlton Athletic this season and contribute to the success of the club both on and off the pitch. Charlton’s recognition as Community Club of the Year for 2024 aligns perfectly with our mission to operate as a responsible business and make a positive impact on the local community.”

Barry Higson, Head of Commercial at Charlton Athletic, added, “We are incredibly pleased to welcome Blaser Mills Law to the Charlton family. Their expertise in sports law and their commitment to supporting both the club and the community make them a perfect fit for us. This partnership is not just about legal support; it’s about aligning with an organisation that shares our values and vision for the future.”