Shorts: Itf, Bournemouth, PTO
The International Tennis Federation (ITF) has extended its commercial partnership with Japanese fashion brand Uniqlo.
The extension of the official clothing supplier deal will see Uniqlo continue to provide clothing for the match officials at all ITF events, including the tennis events at the upcoming Paris 2024 Olympics and Paralympics.
Uniqlo, part of the Fast Retailing firm, will provide ITF officials with products that include a polo shirt, jogger pants, and a parka, all branded with a ITF and tournament logo.
The deal adds to a relationship between the ITF and Uniqlo which has run since 2014, when the brand became the title sponsor of the ITF’s Wheelchair Tennis Tour.
AFC Bournemouth has agreed a two-year partnership with LEOS International.
The deal sees international property developer LEOS International become the Premier League football club’s official sleeve partner of the men’s first team.
AFC Bournemouth Commercial Director, Rob Mitchell, said, “It’s fantastic to be welcoming LEOS on board for the next two seasons and we look forward to building a strong relationship with the company.
“LEOS’ brand will be visible across many areas of the club from first team shirts to inventory around Vitality Stadium. We’re excited about working together as we continue to be competitive in the Premier League, and we thank LEOS for their support.”
The deal follows the recent announcement of the Cherries’ record two-year front of shirt partnership with online betting company BJ88.
Ahead of the London T100 London on 27th and 28th July, the Professional Triathletes Organisation (PTO) has announced that two of its athletes will stream the race live of their YouTube channels.
The move will see race coverage broadcast live on the personal channels of British star Lucy Charles-Barclay and American Sam Long and reflects the PTO’s approach of using the star power of its athletes to promote the sport.
“We are excited that the London T100 will be streamed live on several of our athletes’ YouTube channels,” said Nick Shakinovsky, PTO Chief Content Officer.
“This marks the first time we’ve undertaken such an initiative, and we believe it’s something of a first for a major sports event. It highlights our commitment as an athlete co-owned organisation to work closely with our athletes in promoting the sport and helping them grow their audiences. This event is significant not just for the PTO but for the global triathlon community, as we seize this opportunity to engage wider sports fans across multiple platforms, thereby expanding the global triathlon audience.”
The London T100 weekend, which is the fourth race in the T100 Triathlon World Tour, will be free for spectators and includes a dedicated T100 Watch Party venue at the ExCel London Exhibition Centre. For those unable to attend, in the UK the London T100 will be broadcast on TNT Sports
In January 2024, the PTO acquired the upcoming London T100 event from Netherlands-based Challenge Family. The race, which at its height attracted 14,000+ participants, was previously known as Challenge London triathlon.
The R&A has unveiled the new official anthem for the AIG Women’s Open, ‘Rising Up’ by Hayley May.
The AIG Women’s Open, one of five major championships in women’s professional golf, will be held at the iconic Old Course in St Andrews this summer from 21st to 25th August.
Produced by music strategy company WAVZE and written by Hayley May, ‘Rising Up’ will be performed in May’s full set on the Sessions stage on Thursday 22nd August in the Festival Village.
Zoe Ridgway, Championship Director of the AIG Women’s Open at The R&A, said, “The AIG Women’s Open is a prestigious championship that brings together the world’s best golfers on renowned courses. To celebrate and support these elite athletes, we aim to attract large crowds to witness and engage with them at the AIG Women’s Open. That’s why we’ve enhanced the overall fan experience at the Championship.
“The ‘Rising Up’ track is a fantastic way for us to reach a broader audience and introduce new generations to golf. Hayley and WAVZE have done an outstanding job of creating something that resonates with the spirit of the Championship. It’s an exciting time for women’s golf and the AIG Women’s Open as we strive to bring fresh energy to the sport.”
Newcastle United has partnered with Endeavor Streaming to deliver its direct-to-consumer streaming offering.
The new platform will provide Magpies’ fans with coverage of upcoming pre-season friendlies and exclusive content such as player interviews, highlights, full match replays and original documentaries.
Dan Ginger, Director of Brand, Marketing and Digital Media at Newcastle United, commented, “The implementation of Endeavor Streaming is another step forward in our commitment to bringing fans closer to the club, providing an unparalleled digital experience, ensuring our supporters have seamless access to exclusive content and live matches. We are excited about the possibilities this collaboration brings and look forward to engaging with our global fanbase in new and dynamic ways.”
Leicester Tigers has extended its partnership with voco Leicester, the Premiership rugby union club’s official hotel partner.
Leicester Tigers Chief Executive Officer, Andrea Pinchen said, “It is fantastic to be able to confirm this extension with voco Leicester, our neighbours here in the heart of the city, and have their recommitment to the club ahead of a new season.”
“voco Leicester provides supporters, both Tigers and those visiting us with opposition teams, world-class accommodation which enhances their matchday experience and offers the chance to make the most of their time in the city when supporting our teams.”
Stay up to date with the world of sports business by subscribing to the Sport Industry Daily.
