Shorts: Efl, Play Their Way, Munster

English Football League (EFL) and Smart Energy GB have agreed a two-year partnership extension.

Smart Energy GB teamed up with the EFL and EFL Trust in 2021 and has since held a series of engaging community-focused activities showcasing the benefits smart meters can have for households.

With 72 EFL Clubs and their Club Community Organisations (CCOs) located in towns and cities across the country, the partnership provides a national platform with local reach to show fans how new technology can help them manage their bills and household finances.

Ben Wright Chief Commercial Officer of the EFL, said, “EFL Clubs and CCOs support their communities seven days a week, 365 days of the year and with Smart Energy GB focused on helping to tackle fuel poverty and making energy savings all year round, this will help, especially those who have been impacted by the cost-of-living crisis.

“We are pleased to announce this extension so we can continue to help support the communities our clubs serve.”

Phillippa Brown, Deputy Director of Special Audiences at Smart Energy GB, added, “Working in partnership with EFL Clubs and their Club Community Organisations has been incredibly rewarding.

“The partnership has allowed Smart Energy GB to reach households through their love of football to understand how smart meters could help them better manage their energy bills. This has been vital for many people looking for ways to stay on top of their finances, so we’re excited to continue this work and build on what we’ve achieved across England and Wales already.”

The Children’s Coaching Collaborative (CCC) has launched ‘Play Their Way’ – a campaign to ‘transform the way children and young people are coached in sport and physical activity’.

The campaign, funded by Sport England and The National Lottery, is led by the 17 partner organisations that make up the CCC and will prioritise children’s ‘rights, needs and enjoyment in a ‘child-first’ approach to help increase activity levels.’

The campaign will work with England’s 2.6 million coaches to build a grassroots movement aimed at increasing and improving child-first coaching in communities across the nation.

Tim Hollingsworth, Chief Executive Officer at Sport England, said, “Positive experiences for children and young people are at the heart of Sport England’s Uniting the Movement strategy – and child-first coaching is an important part of this.

“Our research tells us that for children, ‘fun’ is the primary reason for taking part in sport and activity. They will want to take part if they enjoy it. It’s vital that we put fun and enjoyment at the centre of sport and activity, and give our children and young people the chance to shape their sporting experiences to boost activity levels.

Heather Douglas, Head of Coaching and Policy at UK Coaching, added, “Coaches play such an important role in the development of children and young people’s lives, often in difficult circumstances, and can have a profound effect on the positive experiences they have in sport and physical activity.

“We know that child-first coaching and giving children a choice and a voice in the way they are coached works, and that many of our coaches are out there doing this already. This campaign is about helping more coaches do more of this and through Play Their Way we will be providing them with resources and support to help transform the way our children and young people are coached.

United Rugby Championship rugby team Munster has sealed a partnership extension with Nutrition X.

UK-based sports nutrition specialist Nutrition X has signed a year-long extension with Munster Rugby’s men’s squad for the 2023/24 season.

As part of the agreement, Nutrition X will continue to work closely with the club’s nutrition department – as well as the players themselves – to deliver tailored sports nutrition designed to support player performance from every angle.

Jack Deaman, Head of UK and European Partnerships at Nutrition X, said, “It’s been fantastic to take our first leap into Irish rugby with such a prestigious club over the past 12 months and it goes without saying that we’re honoured to be extending our partnership for the upcoming season. We’re very much looking forward to continuing to support them throughout 2023/24 and – if this year is anything to go by – it’s sure to be an exciting one.”

Clare Farrell, Lead Performance Nutritionist with Munster Rugby, added, “We look forward to developing our partnership further with Jack, Graeme, and the Nutrition X team over the coming year. The provision of Nutrition X’s products plays a key role in our overall nutrition strategy as we provide the best-in-class support for our players in this elite environment.”

Warwickshire Country Cricket Club has announced a digital collectables and gaming partnership with FanCraze.

The deal will give Warwickshire fans access to digital player cards and video moments from Edgbaston.

The multi-year deal will also see digital collectibles platform  FanCraze benefit from advertising in-bowl and across the club’s digital channels, including its live stream of matches.

Ben Seifas, Head of Partnerships for Warwickshire Cricket, said, “FanCraze will create digital collectibles specific to the Club, while providing strategy games and unique money-can’t-buy experiences.

“Fourteen other English county clubs, plus the ICC, are involved. It’s exciting to be part of the digital collectibles movement and I hope our fans enjoy getting involved and creating the fan experience of their dreams.”

Anshum Bhambri, Founder and Chief Executive Officer of FanCraze, added, “Warwickshire fans can join the cricket gaming revolution and start building their digital club of Warwickshire collectibles. FanCraze offers fans the opportunity to flex their knowledge of the Vitality Blast and the One Day Cup to compose their best seven-player teams and win cash rewards based on their card stats and the players’ real-life performance.

“The Warwickshire collectibles will also grant exclusive access, such as player meet-and-greets, signed merchandise, hospitality access, match tickets, and much more. We are delighted to be a part of this journey, and we look forward to redefining the fan experience together with the club.”

Herefordshire Cricket Ltd (HCL) has secured a three-year sponsorship deal with Blackfinch Property.

Blackfinch Property will see its branding on shirts and sleeves across the entire age group ranges as it looks to support the ‘growth of talent in the county’.

Funds will be used to recruit coaches and extend the Emerging Player Programme which supports young players aspiring to play National Counties.

David Phillips, Chairman of Herefordshire Cricket Ltd, said, “HCL aim to be the leading provider of gender-neutral sport across the whole county, offering opportunities for inclusive participation for any level of ability through our work with clubs, schools and community organisations. We offer high quality coaching, upskilling of teachers and support programmes for talented players and are delighted to be entering in this partnership with Blackfinch.”

David Higson, Head of Property and Blackfinch, added, “Cricket is a wonderful sport to help build strong connections within communities. Having active clubs and teams at a local level presents opportunities for people of any age. Whether it’s to directly play the sport, or to take part in the job opportunities in the clubs, it’s all to the benefit of the community. Blackfinch is delighted to be involved with Herefordshire Cricket, and we wish all of their teams, coaches and players a fantastic season ahead!”