Shorts: Leeds United, Pickleball, Fifae Finals

EFL Championship football club Leeds United has announced an expanded partnership with vehicle solutions specialists AMT.

The deal sees AMT become the official secondary shirt partner of the club from the beginning of the 2023/24 season.

As such, AMT branding will feature across the back of Leeds United men’s and women’s first team shirts, along with academy kits.

The club also states that it will ‘spearhead brand activity by the creation of partnership activations, campaigns and exclusive fan offers.’

Paul Bell, Executive Director at Leeds United, commented, “AMT have been an official partner of the club for the past two seasons and the success of that relationship has led to AMT stepping up to become the official secondary shirt partner of the club. We are delighted to expand our partnership with AMT and look forward to seeing their branding feature across the back of our playing kit for the new season.”

Pickleball England has named Skechers as the new official footwear sponsor of the 2023 English Open and English Nationals pickleball tournaments. 

The news represents the growth within the sport, and footwear brand Skecher’s involvement in the game. Last year, Skechers signed its first two elite pickleball athletes in the United States and Canada, Tyson McGuffin and Catherine Parenteau, who compete wearing Skechers pickleball footwear and Skechers-branded apparel.

Skechers also sponsors the US Open Pickleball Championships and a number of competitions within USA Pickleball, Major League Pickleball, the Association of Pickleball Players (APP) Tour, the Carvana Professional Pickleball Association (PPA) Tour, and the Pickleball Canada National Championship. Skechers has now added Pickleball England’s English Open and English Nationals to its global sponsorship roster.

Karen Mitchell, Chair and Co-founding Director of Pickleball England, said, “We are thrilled to be partnering with Skechers for the English Open and English Nationals. Skechers currently sponsors major elite professional pickleball tours in the United States and in Canada, so it’s fantastic to have their support for our biggest events over here. We can’t wait to work together to reach new audiences and help more people fall in love with this incredible sport and Skechers footwear.” 

The FIFAe Finals 2023 has unveiled men’s fragrance brand Axe as a new official sponsor.

The collaboration comes as part of Unilever’s partnership with the FIFA Women’s World Cup 2023, which was announced earlier this year.

The FIFAe Finals 2023, the climax of the FIFAe season, brings together the world’s top FIFAe players to compete for the trophy.

Through the partnership, FIFA and Axe will collaborate on a new digital campaign called Power Up Your Game with AXE, which will focus on improving gamers’ confidence. Axe will present the Player of the Day award, as well as leading a wide-ranging variety of digital, social, content and on-site experiential activities.

Global Marketing Manager, AXE, Jamie Brooks, said, “Esports has always been a passion point for our younger generation and now that it’s growing a community within the global football world, we’re excited to partner with FIFA to help grow the FIFAe Finals for the future.”

EFL Championship football club Norwich City has expanded its partnership with Yellow Brick Mortgages.

The renewal sees the mortgage broker become the Canaries’ latest primary partner, building on a regional partnership which began in the 2021/22 season.

Yellow Brick Mortgages will have its logo presented on the front of the men’s first team warm-up shirt from the start of the 2023/24 season.

Norwich City Head of Partnerships, Jonathan Casbon, said, “I’m excited to see the Yellow Brick Mortgages brand adorn our pre-match warm-up wear this season.

“Their business has seen fantastic growth during our relationship together and this is a great show of their success to date. From our perspective, it’s terrific to see local businesses progress up the partnership tiers and we’re grateful for their continued support of the club.”