Shorts: Challenge London, West Ham, Chicago Bears
LimeLight Sports Club has partnered with Royal Bank of Canada (RBC) ahead of this year’s Challenge London, with the aim of ‘breaking down barriers to participation.’
On the 6th August 2023 RBC will be hosting the RBC Community Challenge as part of the world’s biggest city centre triathlon, Challenge London.
The triathlon, which used to be known as London Triathlon until the recent partnership with Challenge Family, consists of six distances and challenges, including: Super Sprint, Sprint, Sprint Relay, Olympic, Olympic Relay and Middle.
The RBC Community Challenge adds three additional elements to the Challenge London weekend aimed at breaking down barriers to participation and diversifying audiences. These three additional challenges, which are being offered for free by RBC to bring new individuals to the sport, include a community cycling challenge, a community open water swim, and a Super Sprint Triathlon.
The RBC Community Challenge will also support the community. In return for a free place, participants will be encouraged to raise funds – either for Challenge London’s official charity partner, Great Ormond Street Hospital Children’s Charity, or a charity of choice.
Craig Dews, Chief Executive Officer at LimeLight Sports Club, said, “At LimeLight Sports Club we are always exploring meaningful partnerships and opportunities to help diversify our events as well as break down barriers to participation. Thanks to the commitment from Royal Bank of Canada, so many new people will get the unique opportunity to experience one of the best triathlon events in the world, in the heart of London.”
Dave Thomas, Chief Executive Officer at RBC Europe, added, “Promoting diversity and inclusion and supporting the communities where we operate are values dear to everyone at RBC. Joining with LimeLight Sports on the RBC Community Challenge represents an exciting opportunity to encourage people who may never have considered entering such an event, or thought it out of their reach, to take part in this great triathlon. They will experience the positive and transformational benefits of sport, all whilst encouraging fundraising for charity too. We can’t wait to see everyone in August.”
Premier League football club West Ham United has announced JD Sport as the club’s new official sleeve partner.
The logo of the UK-based sportswear and fashion retailer will be displayed on the men’s, women’s, and academy teams kits.
As part of the relationship, JD will also promote its brand across the LED perimeter advertising system at London Stadium, as well as delivering marketing campaigns via the club’s international channels.
Nathan Thompson, Chief Commercial Officer of West Ham United, said, “We are proud to welcome JD Sports as our official sleeve partner. We share the same values – a desire to be the best in our field, whilst providing exceptional customer experiences for our loyal supporter bases.
“JD’s international presence also provides fantastic opportunities for us to collaborate, starting with the men’s first team’s Summer Tour to Perth, Western Australia, in July. I am excited to see the various initiatives come to life as the partnership progresses and we welcome them as one of our valued partners for the 2023/2024 season”.
Michael Armstrong, Managing Director of JD Global, added, “We are delighted to announce our partnership with West Ham United. This a very exciting partnership for JD, which supports our store development in Westfield Stratford City, and also enables us to exhibit the JD brand across the Premier League, domestic Cup competitions and in the UEFA Europa League next season.
“From its recent UEFA Europa Conference League win, to the values of its world-renowned Academy of Football, West Ham United demonstrates all of the traits we look for in a partner and we can’t wait to bring this partnership to life.”
The Chicago Bears has selected creative communications agency The Playbook to secure regional and national media coverage for its Mini Monsters UK tour.
The six-city tour has been designed to ‘inspire and encourage more boys and girls in the UK to pick up an American Football for the first time.’
The Playbook will be amplifying the UK tour through securing regional and national media coverage celebrating the activity in each location with the aim of ‘engaging families and creating advocates for the Bears’ and its community initiatives.
Across the two weeks, the Mini Monsters UK tour visited Edinburgh, Manchester, Liverpool, Cambridge, London and Exeter.
This will be the second year The Playbook has supported the Bears on the Mini Monsters UK tour and builds on its NFL experience. Earlier this year, The Playbook helped launch the inaugural Jets and Bears Girls Flag league, the first girls only league of its kind.
Fernando Arriola, Vice President of Fan & Brand Development at Chicago Bears, said, “We have procured The Playbook to increase awareness around bringing participation in sports to more girls as well as non-contact football access for youth in the UK.
“We want to expand the fandom of the Bears in the UK and connect with new audiences, so we are excited to be working again with The Playbook to generate media coverage at each of the camps across the UK to engage a broader family audience.”
Rebecca Hargreaves, Director at the Playbook, added, “We are delighted to be working with the Chicago Bears again and being back out on the road with them! Using our audience first approach, we’ll be building stories around each Clinic to engage a new audience in the iconic Bears brand.”
English Football League Two football club Gillingham FC has announced Magnus Search Recruitment as its official sleeve sponsor.
The Gills has partnered with the recruitment company for the next three seasons with the company’s logo being displayed on the sleeve if all first-team, academy, and replica kits for all competitions.
Magnus Search Recruitment also sponsor the Medway Stand at Gillingham’s 11,582-seater Priestfield Stadium.
Bradley Wood, Director and Magnus Search, said, “Magnus Search is delighted to extend our sponsorship with the Gills, a club that is on the right trajectory which will require as much backing as possible for them to reach their potential.
“We hope to continue our partnership and continue helping fans find local jobs within the community.”
Meg Howarth, Commercial Sales Executive at Gillingham FC, added, “This is the first time the club has been able to sell their sleeve package for the season, so we are pleased that Magnus has decided to extend their sponsorship ties with us.
“They have been greatly supportive of what the club is trying to achieve both on and off the pitch, and we look forward to extending our close working relationship.”
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