Shorts: Fa, Manchester United, F1 Arcade

The Football Association (FA) has renewed its partnership with Mars Wrigley UK.

The deal will see the FA collaborate with the confectionary brand on ‘supporting the England women’s, men’s and para football teams over the next few years’.

According to a statement, Wrigley describes the partnership as part of its ‘continued efforts to offer consumers a more balanced lifestyle through Kind and Extra brands – which include healthier snacking options.’

The renewal sees the FA evolve its ‘balanced lifestyle’ position by investing in brands that are symbiotic with its purpose.

Peter Morris, Market Director of KIND UK, said, “We are absolutely thrilled to be a supporter of the Football Association this year, and to continue on our health and wellness journey. As football fans ourselves, we’re proud to be focused on supporting the England Women’s Football team this year.”

Kerry Cavanaugh, Business Unit Director, Mars Wrigley UK added, “Football provides some of the greatest culture moments in the UK, so we’re very proud to be partnering with The FA to bring KIND® and Extra® to a nationwide stage. It’s a brilliant opportunity to show our customers the range of products we offer that are synonymous with a balanced lifestyle.’ 

Navin Singh, Commercial Director of the FA, commented, “We are delighted to continue our partnership with Mars Wrigley with a renewed focus on KIND and Extra. This evolving partnership aligns perfectly with our passion to encourage balanced lifestyles. We thank Mars Wrigley for their continued support across our England teams and we look forward to working together over the coming years.”

Manchester United has partnered with Snapdragon for its USA pre-season tour.

As part of the agreement with the Red Devils global partner Qualcomm Technologies, Inc., the Snapdragon brand of processors will become the official presenting partner of the club’s 2023 pre-season tour of the USA.

The team will travel to the United States in July, playing a series of pre-season matches across the West and East coasts of America, preparing Erik ten Hag’s first team for the 2023/24 season.

The four-match schedule includes a game against Wrexham AFC at Snapdragon Stadium, San Diego, where the club will field a youth focused side, giving fans the chance to see some of United’s famed academy’s up and coming players. The winner of the fixture will receive the Snapdragon Cup.

This will be United’s first visit to the US in five years, and throughout the entirety of the Tour, Snapdragon will offer access to exclusive pre-season content and prizes to its Snapdragon Insider community, which will build as the team moves from city to city.

Victoria Timpson, Chief Executive Officer of Alliances and Partnerships for Manchester United, said, “Manchester United Tour 23, presented by Snapdragon, will not only be an opportunity for Erik and his squad to train in some of the best sporting facilities in the US, but they’ll also play against some world class opponents in front of our army of passionate supporters.

“Everyone at the club is extremely excited to be returning to the US for this year’s pre-season preparations, and with the help of Snapdragon, we can’t wait to share this excitement with our fans not only in the US but also around the world.”

Don McGuire, Senior Vice President and Chief Marketing Officer, added, “As a valued partner of Manchester United we are delighted to help bring the team to the US. As well as the Tour’s presenting partner, we are the proud hosts and match sponsor of the Club’s fixture against Wrexham AFC, to be played at the Snapdragon Stadium on the 25thJuly.

“Manchester United is the most well-known football club in the world and we are excited to be hosting the squad in our hometown. Bringing Manchester United to San Diego for the first time is not only a historical moment for the club, but also great for the local community and economy as we place the city and Snapdragon Stadium at the forefront of world soccer.

“To mark this special occasion, we will present the winner of this match with the inaugural Snapdragon Cup. Once presented to the winner of this match, the cup will then be donated to a local school, serving to inspire the next generation of soccer stars and technology innovators.”

The F1 Arcade has announced a £30m investment to fuel its global expansion.

The first Formula 1 simulator social racing experience is already in discussions with franchise partners around the world, including Europe, the Middle East and Australia, amongst other territories. However, it is expected that the US will be the major focus of the growth.

The round attracted notable investors, led by Liberty Media and Formula 1, with participation from leading sector-focused investment firm Imbiba. There was also support from names across the F1 paddock, including McLaren Racing CEO Zak Brown and Formula 1 drivers Lando Norris and Logan Sargeant.

Following the success of its flagship site in St. Pauls, London, F1 Arcade plans to open more than 30 locations globally by the end of 2027, with the first US site in Boston scheduled to open in 2024. 

F1 Arcade’s opportunity for expansion in the US comes as F1 has grown exponentially in the market, with last season’s US Grand Prix in Austin recording a record attendance of 440,000, the Miami Grand Prix selling out this season with 270,000 fans, up 30,000 from 2022, and the US becoming the leading market for F1’s social media channels, with a remarkable year-on-year increase of 50% from 2022.

Adam Breeden, Chief Executive Officer and Founder of F1 Arcade, said, “We are truly excited to be working closely with Liberty Media and Formula 1 as equity partners as we drive towards global growth. Not only do we have an exceptional business model and product, but we are excited about the power of the F1 Arcade brand, its appeal to international audiences as well as potential partners around the world. 

“Given the success of the first location and its appeal to such a diverse audience, we believe F1 Arcade has the potential to become one of the most sought-after experiential hospitality brands globally. For now, we are eagerly anticipating the opening of Birmingham UK in late 2023 and our first US site in Boston in early 2024 as well as announcing further locations imminently.” 

Scottish Premier League football club Hibernian FC has announced an extension with energy company Utilita.

Since partnering with the club in 2016, Utilita has collaborated with Hibs on a number of key community outreach projects, delivered in partnership with the Hibernian Community Foundation. This included the 2022 Christmas Day Appeal which saw 500 members of the local community welcomed to Easter Road for their Christmas Day lunch.

As part of the new agreement, which is centred around the development of youth football and supporting communities in and around Edinburgh, Utilita will become the front-of-shirt partner to the club’s junior replica jersey’s – the first dedicated junior replica partner in the club’s history.

Murray Milligen, Head of Commercial at Hibernian FC, said, “From the outset, it was clear that Utilita was an organisation that had purpose, and a clear vision for how they wanted to work alongside the club, so it’s fantastic that we’ve been able to extend our relationship beyond 2023.”

“As a club, Hibernian FC are immensely proud of the role it plays within the community, so teaming up with organisations that understand and share our values is hugely important.”

James Heyes, Head of Group Partnerships, added, “It’s been an honour and privilege for the last two seasons to partner with the Hibees as front of shirt sponsor. Over this period, we’ve collaborated on innovative digital content, strengthened our relationship with Hibernian Community Foundation through various projects & continued to maintain our role as a pillar of the community through selling official Hibernian FC merchandise at the Utilita Energy Hub in Newkirkgate Shopping Centre.

“We are thrilled to build on our long-standing partnership, becoming the official Junior shirt partner which will enable Utilita to connect with Junior Hibs fans, offering money-can’t-buy experiences across the coming season. We really appreciate the unwavering support from everyone connected to the club and we are excited for success on and off the pitch in 2023/24 and beyond.”