Shorts: Efl, Nfl, Welsh Cycling

The English Football League (EFL) and Utilita have announced a four-year partnership extension which will see the energy supplier continue as long-term title sponsor of the Kids & Girls Cup.

Bill Bullen, Co-founder and CEO at Utilita Energy, said, “Our partnership with the EFL has blossomed since the very beginning, and together we have achieved some incredible things – particularly when it comes to supporting young, aspiring footballers.

“The Kids & Girls Cup is an exceptional competition that quickly became one of the most important in our calendar, so I’m delighted the partnership will continue for another four years.

“We use the Beautiful Game to give back, and to become part of, the communities we serve – whether that is working with clubs to reach the fans, or by bolstering opportunities through the Kids & Girls Cup, Utilita Football Festivals, or our Football Rebooted movement.”

The Women’s British Basketball League has announced Emily Clarke as the League’s new General Manager.

Clarke has previously held similar positions at Basketball England, Birmingham 2022 and Sport England and joins the League as the organisation’s first back office staff member.

According to a statement, ‘in her new role, Clarke will lead all aspects of the League’s operations. This will include driving the organisation and its member clubs to attain even higher levels of performance on and off the court, whilst boosting the commercial success and profile of women’s basketball in the UK.’

Clarke said, “I am delighted to join the Women’s British Basketball League at a time of great opportunity for the sport to continue to grow and excite fans across the country. With the continued rise of women’s sports more generally, there are many opportunities available for the League to explore. I look forward to working with the clubs to develop partnerships, professionalise club structures, grow our audience and bring the excitement of women’s basketball to the fore. Our partnership with the Men’s League will be key to our success and I’m sure that utilising our opportunities to work together can only be great for the continued momentum behind British basketball.”

The National Football League (NFL) and the British American Football Association (BAFA) have announced a strategic partnership that aims to accelerate the delivery and participation of flag football at all levels of the game.

Growing the game of Flag Football across the world is a major strategic priority for the NFL, and our partnership with the British American Football Association will help us continue to accelerate the development of the game in the UK in the years ahead.

Henry Hodgson, NFL UK Managing Director

“We know flag football helps young people discover the importance of sportsmanship, teamwork and friendship both on and off the field and with this BAFA partnership we will inspire and enable more people to play Flag Football in the UK than ever before.”

Welsh Cycling and PT SportSuite have announced a new strategic partnership that will see the FEVO Sport Industry Awards official partner redevelop a new media hub for the national governing body in celebration of Welsh Cycling’s 50th anniversary.

According to a statement, the media hub is set to feature:

⚪ An immersive experience for users wanting to explore a half-century of Welsh Cycling, bringing to life the significant moments in Welsh Cycling’s history.

⚪ UGC FanZone: Calling upon the passionate community of Welsh cycling fans to contribute their photos and videos. This user-generated content will create an authentic and interactive commemoration of the anniversary.

⚪ Latest information and news on the upcoming activations and events planned to celebrate the anniversary.

⚪ E-Commerce: The platform will also present a unique opportunity to purchase specially designed 50th-anniversary cycling jerseys, a perfect memento to commemorate this significant occasion.

“We are thrilled to partner with Welsh Cycling on this exciting project,” says Rich Cheary, CEO of PT SportSuite. “We look forward to delivering a platform that not only celebrates their history but also connects their vibrant community, promotes fan engagement and showcases our sports tech capabilities.

“This unique project promises to enhance the digital landscape of Welsh Cycling and create an interactive experience for fans. PT SportSuite is proud to play a key role in this significant milestone for Welsh Cycling.”

Welsh Cycling CEO, Caroline Spanton added, “We are excited to be working with PT SportSuite on the next stage of our digital transformation project.

“The start of our 50th year is coming round quickly, but we’re all excited about what the year will bring – working with PT will enable us to create a fantastic digital hub which will help us engage new and wider audiences.”