Shorts: Cheltenham, Leeds United, West Brom
Guy Lavender has been appointed the new Chief Executive Officer (CEO) of Cheltenham Racecourse, leaving his role as Chief Executive and Secretary at Marylebone Cricket Club (MCC).
Lavender will join The Jockey Club at Cheltenham Racecourse early in 2025.
Guy Lavender, said, “I am absolutely delighted to have been appointed as the next CEO of Cheltenham Racecourse and very much look forward to playing my part in the long-term success of the Racecourse and The Festival.
“There is an excellent platform to build upon and whilst there will be much to learn I have a strong understanding of the challenges and opportunities in racing through my tenure on the Committee at Exeter Racecourse.
“Cheltenham is a great British sporting institution, and I am determined to ensure it goes from strength to strength.”
EFL Championship football club Leeds United have renewed their partnership with Yorkshire-based theme park Flamingo Land.
The deal will see Flamingo Land continue as one of Leeds United’s official club partners during the 2024/25 campaign with branding featuring on the John Charles West Stand at Elland Road, both internally and externally.
Morrie Eisenberg, Chief Operating Officer at Leeds United, added, “We are delighted to be renewing our partnership with Flamingo Land for another season, continuing our long-standing relationship with them.
“We can now look forward to building on some great work with the Flamingo Land team, helping to increase their brand awareness whilst also providing supporters with lots of exciting offers to visit the theme park attraction and resort.”
EFL Championship football club West Bromwich Albion has unveiled Mega Riches as their new back-of-shirt sponsor for the 2024/25 season.
For the 2024/25 season, online casino Mega Riches’ will see its branding feature on the reverse of all men’s and women’s team kits.
Mark Miles, Managing Director of West Bromwich Albion, said, “We are happy to continue with our relationship with Videoslots Ltd and provide support to the newly launched brand Mega Riches.”
“The partnership brings vital support to both our men’s and women’s teams, and we look forward to a successful partnership over the coming season.”
EFL Championship football club Cardiff City FC has announced a new two-year partnership with QuinnBet.
The deal will see the online gambling brand sponsor the back of the Bluebirds’ first team playing shirts for the 2024/25 season.
Huw Warren, Head of Commercial at Cardiff City FC, commented, “I am very pleased to welcome QuinnBet into the Cardiff City family as our latest partner. Commitment to safer online gambling is one of their fundamental values, and I hope that this partnership is an extremely prosperous one for both parties.”
Our partners Switchshop have increased their involvement in the Club this season by becoming this coming season.
Man City Esports, the esports division of Manchester City, has renewed its collaboration with esports organisation Gen.G.
The announcement of the renewed collaboration between Manchester City and Gen.G follows the pair hosting several events and activations across the club’s pre-season tour in Asia.
In a statement, Man City Esports explain that the renewed partnership will aim to ‘blend the worlds of traditional sport and esports to create unique fan experiences and engaging content for Man City and Gen.G’s global audiences.’
The collaboration will see a number of co-branded activations for fans in Korea, including an exclusive game coaching programme for Cityzens in Korea, delivered by the GGA.
Man City and Gen.G will also team up to run an amateur gaming tournament for League of Legends players across Korea.
Premiership rugby union club Leicester Tigers have extended its partnership with Actiph Water.
An associate partner since 2021, Actiph Water is the club’s official water supplier.
Leicester Tigers Chief Executive Officer Andrea Pinchen, commented, “We are pleased to be able to continue to work together with Actiph Water, who have not only supported our players but so too our supporters with their products in the three years together.”
“There is so much that both organisations share, specifically in the delivery of high-performance, and the relationship is one I hope continues long into the future.”
EFL Championship football club Luton Town has announced Switchshop as its new sleeve sponsors for the club’s away and third shirts for the 2024/25 season.
The partnership between the Town and Hitchin-based Switchshop started in the 2019/20 season and grew further during 2022/23 when the IT networking and security specialists became an official partner.
Ties were strengthened even more ahead of the Hatters first season in the Premier League with Switchshop supporting and delivering many of the upgrades to the IT infrastructure at Kenilworth Road required for increased broadcasting demands.
Luton Town Commercial Director, Chris Bell, commented, “It’s been great to get to know the team at Switchshop over the past few years. The relationship has developed over a number of seasons and grew into an official partnership in early 2023.”
“Following promotion to the Premier League, we worked closely with Switchshop during a very busy summer getting the Kenny ready, where they provided the peace of mind that our requirements were met and became trusted partners.”
RL Commercial has extended its partnership with its official technical apparel partner Oxen.
The new deal, which runs until 2028, will see the sportswear company continue to supply its products for England’s men’s, women’s and wheelchair squads for international competition, including the 2026 World Cup in Australia.
The new partnership will commence with the release of a new kit set to be launched in the coming weeks for this Autumn’s internationals involving all three sides, plus apparel for the entire England pathways programme, match officials and community development programmes.
RL Commercial Managing Director, Rhodri Jones, said, “Oxen have been a valued partner for a number of years now and I am delighted that we have been able to extend our partnership for a further four years. Oxen’s quality, creativity and know-how are second to none, and I look forward to seeing our three England sides wearing the outstanding new kit during the internationals this Autumn.”
Premiership rugby union club Exeter Chiefs have announced that Sika UK will join the club as the main club partner for the 2024/25 season.
As per the agreement, the construction company will feature on the front of all three men’s matchday kits, becoming the Chief’s new principal community partner and sponsoring Welsh international and team captain Dafydd Jenkins for the season.
General Manager at Sika, Tom Forsyth said, “It’s an ideal fit for us to support the club during what is tipped to be a fantastic season.”
Chairman and CEO of Exeter Chiefs, Tony Rowe CBE added, “For an international company the size and reputation of Sika to become our main club partner highlights the incredible development and reach of the Chiefs brand.”
London-based children’s charity Youth Endowment Fund has made milestone £11m investment to ‘test whether sport and art programmes can prevent children and young people from becoming involved in crime and violence.’
The recipients of the large-scale trials are set to be delivered by AudioActive, Dallaglio RugbyWorks, Ingeus UK, National Literacy Trust, Rugby Football League and StreetGames
CEO at Dallaglio RugbyWorks, Zenna Hopson said, “This funding will allow us to rigorously test our methods and prove that our approach truly makes a difference in the lives of young people. We are deeply grateful to YEF for their support and belief in our mission.”
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