Shorts: Gloucester Rugby, 54, TSC

Gloucester Rugby has extended its partnership with cleaning technology firm Kärcher.

As part of the deal, which is entering its fifth year, the Kärcher logo will continue to adorn the rear of the shirt and shorts of both the Gloucester Rugby and Gloucester-Hartpury kits for the 2024/25 season.

In addition, Kärcher’s logo will remain in its place on the roof of the Lions Den at Kingsholm Stadium.

Gloucester Rugby Chief Executive Officer, Alex Brown, commented, “We’re thrilled to continue our successful partnership with Kärcher.

“To have a globally recognised brand such as Kärcher continue to support the Club is excellent, and proof that the hard work we do on and off the field here is valued by our commercial partners.

“We know how much they share our excitement with this partnership, and we look forward to continuing to work alongside them to develop this already fruitful relationship.”

UK sports marketing agency Performance 54 has rebranded to ‘54’, as it aims to ‘drive more forward-thinking initiatives.’ 

54 has stated that its new brand identity and strategy represents its mission to create positive change across sport. 

The meaning of ‘54’ continues to define the company ethos, which is a ‘never die attitude in pursuit of perfection’. 

Jed Moore, Co-Founder and Group CEO, 54, said, “We are living through a paradigm shift in sports. Emerging new formats, frequent changes in consumption patterns and fan behaviour, displacement of commercial rights, and the role of tech in unveiling previously unseen horizons, are causing stakeholders across sports to reevaluate and shift gears to course correct. 

“Our business has been at the forefront of a series of exciting movements in sport, which have required bold thinking and brave delivery. Our rebrand signifies both growth and diversification, and allows us to signal our intent, belief and commitment to push the edge of possibility through our work in sport.”

The Sports Consultancy (TSC) has announced a twin appointment for its offices in Abu Dhabi and Riyadh. 

The appointment of Regional Partner Kailash Nagdev and Regional Associate Partner Torrey Dorsey plans to ‘further strengthen GCC offices’. 

New regional partner Kailah Nagdev has spent over 15 years in the region working with cities, brands and events, to develop their strategies, execute their commercial plans and evaluate their legacy impacts. 

New associate partner, Torrey Jay Dorsey, is a 20+ year veteran of the industry, having previously served as the Vice-President, Global Commercial Sales, APAC for SailGP and the Global Sales Director for the FIM World Supercross Championship 

Angus Buchanan, CEO and Founder, TCS, said, “Over recent years, the Middle East has demanded increasing levels of insight-led commercial expertise as investors across the GCC continue to build major event, capital asset and IP portfolios.   

TSC prides itself on its ability to combine global industry expertise with region-centric specificity. The appointments of Kailash and Torrey further embeds this global expertise in our Abu Dhabi and Riyadh offices, giving our regional clients the benefit of their cumulative 4 decades of sport and live event IP and investment expertise.”