Shorts: Img, Aston Villa, Ukactive

Bundesliga International and IMG have extended their video archive partnership.

The renewal will see IMG continue to license the archive video content from German football’s top two leagues until the conclusion of the 2025/26 season.  

This new deal will build on Bundesliga and IMG’s existing partnership, where IMG retains the rights to sublicense Bundesliga and Bundesliga 2 archive content to territories across the world excluding Germany, Switzerland, Austria, Liechtenstein and Luxembourg.

IMG will support global media companies, brands and partners to sub-license content from the DFL Deutsche Fußball Liga’s comprehensive historical database, which spans 60 years, going back to its inaugural 1963-64 season.  

Peer Naubert, Chief Marketing Officer of Bundesliga International, said, “This season, we celebrate 60 years of the Bundesliga: with consistently more goals than any other league over the last 30 years, moments and matches that stand the test of time, and a passion that has been passed on from generation to generation.

“Through our long-lasting partnership with IMG, we are able to ensure that these unforgettable snippets of German football history and culture are not only preserved, but shared and enjoyed around the world.”  

Aston Villa has announced Corpay as the club’s new official commercial foreign exchange partner.

Chris Heck, President of Business Operations at Aston Villa, said, “We are thrilled to announce a partnership with Corpay. 

“Like Aston Villa, they are a global brand with lofty ambitions who will authentically integrate with the business side of the club. This partnership is a sign of our strategic approach to sponsorship and commercial development as we look forward to a new era of greatness at Aston Villa.”

Brad Loder, Vice President, Cross-Border Marketing at Corpay Cross-Border Solutions, added, “The Corpay Cross-Border team is very excited to be named the official commercial FX partner for Aston Villa FC.

“With our strong focus on growing the Corpay brand, along with our corporate payments and foreign exchange business globally, we are excited by the opportunity to partner with one of the Premier League’s oldest and most successful football clubs.”

EFL Championship football club Sunderland AFC has agreed a multi-year partnership with Cintra, a provider of payroll and HR resources.

This club has stated that the collaboration will ‘enhance and modernise the club’s internal HR processes, utilising Cintra’s advanced automated and digitalised platform.’ Sunderland will also be implementing Cintra’s integrated HR system.

Sunderland AFC’s Head of HR, Kayleigh Tague, said, “The alignment of cultural values played a significant role in forging this partnership, with Cintra’s passion for employee engagement and staff welfare evident throughout a collaborative process to outline a seamless implementation strategy.

“Their technology will positively impact staff throughout our organisation and we are delighted to be teaming up with an organisation based in the North East, so we are excited to strengthen our relationship with Cintra throughout the partnership.”

ukactive has announced a three-year strategic partnership with UK-based data company 4GLOBAL.

The collaboration will aim to ‘strengthen reporting, benchmarking and lobbying evidence for the physical activity sector’ by focusing on ‘building and increasing the value and visibility of data and evidence across the sector.’

Contributing members will have access to in-depth analysis, with aggregated data providing trends and sector performance that will be shared at regular events throughout the year.

Huw Edwards, CEO of ukactive, said, “Our partnership with 4GLOBAL is a pivotal moment for ukactive and demonstrates to our members how serious we are about using data and insight to support the growth and development of the sector.

“Consistent, regular, credible data sets that cover public, private, independent operators, and broadened with fresh consumer polling will give this sector the foundation it requires and deserves.

“The data and insight from this partnership will also form a critical component of our work with the Government over the coming years to ensure the best possible landscape for our members to grow and develop.”

Newcastle United has appointed Dan Ginger as the club’s new Director of Brand, Marketing and Digital media.

Ginger, who has previously been the Senior Vice-President of Brand & Marketing for the ATP and WTA tours, will work closely with Chief Commercial Officer, Peter Silverstone, and the wider commercial team to accelerate brand, marketing and digital strategies.

Dan will also oversee the development, implementation and growth of all website, app, social media and third-party platforms, as well as across departments to direct marketing campaigns and initiatives.

Ginger, said, “I am delighted to join Newcastle United as the club continues its exciting journey towards being a leading Premier League and European club, both on and off the pitch.

“Born and raised in the North East, I know how much Newcastle United means to its fans and the local community. I look forward to communicating that globally via our brand, marketing and digital activity.”

EFL Championship football club Norwich City has renewed its regional partnership with Ovamill LTD.

The building and groundworks contractors recently worked on the team’s Lotus Training Centre.

Jonathan Casbon, Head of Partnerships, commented, “I’m delighted to announce the extension of the partnership with Ovamill. They have been an important part of the ongoing development at the Lotus Training Centre, which is a crucial focus for the club, and we look forward to continuing the great work that Jemma, Khan and the team have achieved over the past years in partnership with Norwich City.”

EFL Championship football club Cardiff FC has partnered with Argentinian steak restaurant chain Gaucho.

The restaurant has recently opened up a new site in the Welsh capital and will benefit from advertising opportunities with the Bluebirds.

James Bibby, Head of Commercial at Cardiff City FC, added, “We’re delighted to welcome Gaucho onboard as an official partner of Cardiff City FC.

“As a company that has recently expanded and chosen to open the newest of their well-loved restaurants in the heart of Cardiff, we’re excited that Gaucho has given their support to the Bluebirds. We’d like to welcome Gaucho to the Welsh capital, and look forward to working with them throughout the season as our partnership flourishes.”