Shorts: Jack Grealish, SailGP, ECB

Cryptocurrency exchange OKX has partnered with Manchester City FC footballers Jack Grealish, Rúben Dias, Ilkay Gündoğan and Alex Greenwood to launch the OKX Collective.

The OKX Collective is a virtual metaverse environment that allows fans to experience Web3 first-hand and gain access to content, experiences and rewards from Manchester City players. This will include exclusive training content and music and NFT-based digital experiences.

Haider Rafique, Chief Marketing Officer at OKX, said, “Introducing elite footballers to our newly established metaverse is about sharing the boundless possibilities of Web3 and inviting fans to experience it first-hand.

“Web3 has the potential to be bigger than everything that came before it, and this is just a taste of the incredible experiences it stands to enable. Let me take this opportunity to welcome Jack, Ruben, Ilkay and Alex to both the OKX family and the incredible world of Web3!”

OKX is also the official training kit partner for Manchester City FC for the 2022/23 season.

London-based sports scores and streaming services provider LiveScore Group has acquired exclusive rights to show the FIFA Club World Cup free-to-air in Ireland.

The deal was brokered on behalf of LiveScore by Saran Media Group, the Turkey-based agency which assists the company in negotiating and acquiring rights.

Users in the country will be able to watch the international club football competition via the LiveScore app and website.

Ric Leask, Marketing Director at LiveScore, commented, “We believe fans should have access to the biggest football matches and events, without having to pay extortionate prices, especially in the current economic climate.

“We are thrilled to be bringing more football to fans in Ireland through our free-to-air model. The reception from fans in the region to our Champions League broadcasts has been hugely positive and we’re excited to build on this success by adding the FIFA Club World Cup to our offering.”

Global racing league SailGP has announced a new structure as it builds towards its expanded Season 4.

Moving forwards, SailGP will be organised into key business units including SailGP League covering commercial, marketing, events, technology and strategy; SailGP Productions covering broadcast and content and SailGP Technologies which is the boat building, design and applied technologies division of the company.  

Sir Russell Coutts will continue to oversee all business units as SailGP CEO while Andy Thompson will take on a wider role as Managing Director of the SailGP League business unit, focussing on the growth and commercialization of SailGP. Melissa Lawton – who joined in May 2022 from Meta – will lead the SailGP Production unit.  

As part of the focus on growth and fan engagement, SailGP has also appointed Leah Davis and Nicola Sands as Global Marketing Director and Global Event Marketing Manager respectively.

Davis and Sands will focus on building, leading and executing the global marketing strategy with overall responsibility for brand and consumer marketing, media effectiveness, event marketing and fan engagement working closely with SailGP’s local teams in each market.

English Football League (EFL) Championship football club Middlesbrough FC has renewed its partnership with Vertu Motors.

The UK car dealership will continue as the club’s official elite partner until May 2024.

The partnership, which initially covered the 2021/2022 season, incorporates matchday activations, digital marketing opportunities, and player appearances, with a focus for the brand on ‘strengthening ties with the local community’

Lee Fryett, Chief Commercial Officer at Middlesbrough FC, said, “We’re pleased to extend our excellent relationship with Vertu Motors. As shown through their innovative and engaging activations, they share our commitment to being an important part our local community.

“We look forward to seeing where the partnership takes us next.”

The England & Wales Cricket Board has appointed Gemma Barton as its new Senior Manager, National Programmes.

Barton joins after 16 years at British Gymnastics, where her most recent role was Head of Participation.