Shorts: Dazn, Mcc, Womens Tour

Global sports entertainment company DAZN Group has annoucned that Pete Oliver will be joining the company as Chief Marketing Officer. Oliver will lead the group’s global marketing teams and distribution partnerships as DAZN continues to build momentum, deepen its customer relationships and become the world’s leading sports entertainment destination.  

Oliver joins from BT, where he spent the past 20 years launching, marketing and distributing BT’s consumer services. Most relevantly, for seven years, he led multi-discipline teams across marketing, product, commercial, partnerships and digital for BT Sport, BT Fibre, and latterly, EE.   

His appointment is the latest in a series of high-profile hires as DAZN further strengthens its global leadership team to drive its commitment to an exceptional fan experience, integrating richer and more interactive content for fans to enjoy alongside live sports. 

Hendrick’s Gin and Marylebone Cricket Club (MCC) has announced a new three-year partnership. The deal will see Hendricks Gin served at the iconic Lord’s cricket ground, and provide several activations throughout the summer. The Nursery Ground will also become home to a dedicated Hendricks bar.

Ifan Jenkins, UK Marketing Director at William Grant & Sons, commented, “We are so excited to be partnering with MCC to keep the cricket crowd refreshed this summer, and make the Home of Cricket the Home of the Hendrick’s GIN-terval. There has never been a better time for a delectable Hendrick’s cocktail than while sitting back and enjoying the summer of cricket at the iconic venue that is Lord’s. We’re looking forward to seeing fans and newcomers to the game immerse themselves in this new unusually refreshing cricket experience.”

Online car marketplace Heycar has signed a multi-year deal to become an official partner of the Goodwood Festival of Speed. The annual event features an array of vehicles, including those from F1, Nascar, Rally, IndyCar, Supercar and Extreme E and is supported by current F1 teams and drivers, past and present.

Under the deal the brand will be the presenting partner for the ‘First Glance Paddock’, which serves as a showcase for the latest cars and prototypes from the automotive world. Heycar will have a stand next to the paddock and further branding on the paddock shelters and across the site, as well as an online reach through ‘First Glance’ digital content and on the festival’s daily live stream.

The Yorkshire County Cricket Club has announced that Uber Eats will become an official partner. Uber Eats will be available at Headingley Cricket Ground for a number of Vitality Blast and international matches where customers will be able to order food on the app and enjoy from the comfort of their seats whilst enjoying the cricket. Delivery drop-off points will be available in the ground for those attending, offering spectators a wide range of great food and many cuisines from local restaurants.

Andy Dawson, The Yorkshire County Cricket Club’s Chief Operating Officer, said, “We are truly excited to announce this partnership and offer spectators a wider range of food options to cater for their needs. The club would like to ensure that it is offering the most inclusive experience possible, and we want to cater for those who may have food allergies or intolerances, special dietary requirements or religious reasons.”

Digital fitness technology Pillar, which provides personalised dynamic coaching for cyclists of all levels, will be the presenting partner of the Sprints competition at this year’s Women’s Tour. Pillar uses finely tuned algorithms to create training programs tailored specifically to individual needs and goals and adjusts recommendations based on individual performance data.

Each of the six stages of the Women’s Tour will feature two intermediate Pillar Sprints, with the first three riders across the line at each taking 3-2-1 points as well as matching time bonuses.

Commenting on the partnership, Women’s Tour Commercial Director Miles Rose, said, “We are delighted to be welcoming Pillar to our partnership family. It’s been a somewhat challenging period in the partnerships market here in the UK over the past six to twelve months, so to find brands that want to support and champion our events is brilliant news. We welcome the support of the team and Pillar and can’t wait to work side by side to achieve our joint goals and objectives.”