Shorts: Swansea City, England Golf, The Hundred

English Football League (EFL) Championship football club Swansea City has extended its partnership with Joma.

The Spanish sportswear brand have been the club’s official technical and sportswear partner since 2016, with the collaboration now expanding the length of the 2023-24 and 2024-25 seasons.

Joma will continue to supply kit and equipment for all the club’s teams and staff, including playing kits, training wear and leisurewear.

Alberto López, General Manager at Joma, said, “We are delighted to continue our partnership with Swansea City, with the last seven years highlighting the level of confidence and trust that exists between us. The support and belief maintained since the inception of our partnership in 2016 is testament to both organisations, and we are positive that the partnership will only continue to strengthen.”

Andrea Morris, Head of Retail at Swansea City, added, “We are pleased to confirm an extension in our partnership with Joma and we’re looking forward to working with them for at least the next two seasons.

“Joma’s quality of work is evident in the playing kits, training wear and leisurewear that has been produced over the last seven years. Working with the club to provide this bespoke sportswear, they understand the importance of community, ensuring every step takes both players and fans into consideration.

“We are thrilled to work with a brand whose values align with our own and look forward to what the future holds for this partnership.”

Hampshire Cricket has agreed a multi-year partnership with FanCraze.

As part of the deal, Hampshire Cricket fans will be able to own digital player cards and video moments of their favourite Hampshire cricketers and have the opportunity to earn rewards.

FanCraze, a digital collectables platform is already the official digital collectible partner of the International Cricket Council (ICC), and has a growing portfolio of clubs, domestic leagues, and star players.

Tom James, Head of Sales and Commercial Partnerships at The Ageas Bowl, said, “We are pleased to announce our partnership with FanCraze. This is an exciting development for Hampshire Cricket with the launch of an official range of digital collectibles and the unique experiences available on the platform will create a new way for fans to connect with Hampshire Cricket.”

Anshum Bhambri, CEO of FanCraze added, “We are excited to bring this all new world of cricket fandom to Hampshire Cricket. FanCraze offers fans the opportunity to play along with the T20 Vitality Blast and One Day Cup. Supporters can build their club of Hampshire Cricket collectibles, compose their best seven-player teams and win cash rewards based on their card stats and the players’ real-life performance.

“Through these collectibles, fans can also get access to real world experiences like player meet-and-greets, signed merchandise, hospitality access, match tickets, and much more.”

England Golf, the governing body for amateur golf in England, has announced a partnership with Stadium Golf Tour.

The partnership will see the pair collaborate on transforming iconic sporting venues across the UK into unique golfing experiences.

The likes of Twickenham Stadium, Stadium MK, and West Ham’s London Stadium will all become 9-hole golf courses with tee boxes positioned around the stadium.

Jeremy Tomlinson, Chief Executive Officer of England Golf, said, “We are thrilled to be working with Stadium Golf Tour to bring this unique golfing experience to sports fans across the UK. This collaboration aligns with our mission to make golf accessible and enjoyable for all, and we believe that playing in these iconic venues will not only create unforgettable memories but also inspire a new generation of golfers.”

Michael Wiggins, President of Stadium Golf Tour, added, “Our collaboration with England Golf marks a significant milestone in our journey to redefine the sporting landscape. By combining the worlds of golf and sports, Stadium Golf Tour offers an extraordinary experience that merges passion and innovation. We are excited to invite golfers and sports fans alike to join us in transforming these iconic stadiums into golfing havens.”

The Hundred has announced a new partnership with Chaiiwala, that will become the official Chai partner of The Hundred in 2023.

The initial one-year collaboration will see The Hundred branding on all regular cups in Chaiiwala restaurants and stores across the UK, alongside events with The Hundred players, collaborations in ground and competitions on social media channels.

James Brown, Head of Commercial for The Hundred, said, “It is hugely important that The Hundred continues to reach new audiences and partners such as Chaiiwala help the competition to do that. We love Chaiiwala’s brand, their limitless vision and what they have done to become a go-to restaurant for their customers. We are really excited to see how we can collaborate with Chaiiwala across year three of The Hundred.”

EFL League One club Exeter City has revealed a partnership with Footaylum.

The fashion and sportswear retailer will become the official new back-of-shirt sponsor, with theFootasylum logo featuring across the upper back of all the match worn players’ shirts and all replica shirts for the 2023/24 season.

The two-season deal includes an option to extend for a third year.

Matthew Dawes, Commercial Manager at Exeter City Football Club, said, “We are delighted to welcome Footasylum to our club as back-of-shirt sponsor. Their commitment to quality and innovation aligns perfectly with our values as a club.

“We’re very pleased to have such a prominent, high profile and nationally recognised brand as a partner. This partnership represents an exciting opportunity for us to collaborate with a renowned brand and further elevate the Exeter City FC experience for our fans.”

Guy Walker, Head of Football Commercial Partnerships at Footaylum, added, “We at Footasylum are delighted to become a club partner with Exeter City FC and I personally look forward to working with everyone connected to the club.”