Shorts: Ford, Great North Swim, Leeds Rhinos

London-based marketing and communications agency ROOTS. has been appointed by Ford as official social media communications agency for the 2023 FIA World Rally Championship season.

As part of the agreement, ROOTS. will manage Ford Performance’s social media channels, building out its motorsport portfolio which currently includes the FIA World Rallycross Championship to the Dakar Rally.

ROOTS. will create and manage ‘bespoke content and a multi-channel communication strategy’, activating 13 events spanning five continents throughout this year’s calendar.

Nini Mikolajski, Marketing & Communications Director, ROOTS., commented, “We’re super stoked to be working with Ford Performance, the WRC promoter, and other partners such as Red Bull on this season’s FIA World Rally Championship.

“Ford is an iconic brand with a long history in rallying and fans all over the world, and we look forward to sharing this adventure with them. We will focus on delivering quality content, engaging both proactively and reactively before, during and after rally weekends, with our team seamlessly split between our Shoreditch base and on-site at the event wherever in the world that may be.”

The Great Run Company has announced Arla as the new title partner of the Great North Swim.

The three-year partnership will see the UK dairy company, support the Great North Swim, the UK’s most popular open water swimming event.

Staged at Brockhole on Windermere, in the Lake District National Park, the Arla Great North Swim will welcome 8,000 swimmers across three days in June every year.

Paul Foster, Chief Executive of the Great Run Company said, “We’re excited to welcome Arla on board at the Great North Swim.

“The Great North Swim has been motivating and inspiring swimmers to lead an active life since our first event in 2008 and a healthy diet is an important part of that.

“Partnering with Arla will help us support our customers in the build up to their event and enhance their experience on the day.”

Rugby league club Leeds Rhinos has partnered with Gorilla Glue, ahead of the new Betfred Super League season.

As part of the deal, Gorilla Glue branding will be seen across the LED at all home Rhinos matches at the 21,000-capacity Headingly Stadium and across its digital platforms.

Leeds Rhinos Commercial Director, Rob Oates, commented, “We are delighted to welcome Gorilla Glue on board with the Rhinos. We have been working with the team at Gorilla Glue for over a year now and this is the next step in a great partnership between us.

“As well as branding around Headingley, fans will see the Gorilla Glue brand on a weekly basis with our new Weekly Top Tackler award for the mens Super League team in association with Gorilla Glue across our social platforms.”