Shorts: Leeds Utd, Y11, Formula E

Leeds United FC has extended its partnership with Cadbury.

The EFL Championship football club will work with the confectionary brand to ‘support local communities and provide fans with unforgettable experiences.’

Cadbury, which is part of Mondelēz International, began its partnership with the club during the 2020/21 campaign and has collaborated to deliver ‘generosity-focused initiatives across the wider fan community and provided valuable support to local business heroes.’

Leeds United is set to continue featuring in Cadbury’s retail campaigns and launching ticket competitions alongside the brand.

Morrie Eisenberg, Chief Operating Officer at Leeds United said, “We are delighted to announce the extension of our partnership with Cadbury.

“Both Cadbury and Leeds United take pride in supporting local communities and together, we can continue to amplify and celebrate the great work being undertaken by our local community heroes.

“We look forward to continuing to work together and strengthening our meaningful partnership further over the next two seasons.”

Sports investment firm Y11 Sport & Media had finalised the acquisition of participation sports rightsholder LimeLight Sports Club. 

With this completed acquisition, Y11 now has ownership of LimeLight Sports Club’s series of seven mass participation events. These events include the Wizz Air Hackney Half, ASICS London 10K, Oxford Half, Blenheim Palace Triathlon, Etape Caledonia, Challenge London and London Duathlon, will now be managed under Motiv Sports. 

James Davies-Yandle, Founder and CEO of Y11 Sport & Media said, “It’s hugely exciting for us to have taken over these iconic events, and we are very proud to be able to continue their legacy going forward. We believe that these events have the potential to not only remain as market leaders, but continue to further grow in popularity and impact, offering participants and communities the many holistic benefits that taking part can offer.  

“We are committed to providing participants with incredible and memorable experiences, while supporting and engaging with the local communities in and around the events. Through Motiv Sports we have demonstrated our capabilities to deliver sustainable and successful heritage events across the globe and are excited about transitioning these events to our experienced and solid platform.” 

The acquisition of LimeLight Sports Club does not include sport marketing agency LimeLight Sports which recently entered administration. 

Ahead of the first-ever Tokyo E-Prix on 30th March 2024, Formula E has revealed it is already targeting a return to Japan on 17th May 2025.

The Tokyo E-Prix in Season 11 will also be in cooperation with the Tokyo Metropolitan Government.

Alberto Longo, Co-Founder and Chief Championship Officer at Formula E, said, “We are excited to unveil the track for the inaugural Tokyo E-Prix and are confident it will create a unique challenge for the 22 drivers in Formula E to showcase their elite driving skills and give fans in Tokyo an experience they will never forget.

“We are honoured to be the first motorsport world championship to race on the streets of Tokyo.”

Betfred Super League rugby league club Wigan Warriors has announced KHD Brokk Hire as its new kit sponsors for the 2024 and 2025 seasons.

The local company, which specialises in robotic demolition and electrical plant hire, is the latest addition to the Warriors 2024 kit sponsorships, with its logo set to feature on the collarbone of the men’s first team playing kit.

Geoff Warburton, Commercial Director of Wigan Warriors, said, “We are delighted to welcome David Turner and his firm KHD Brokk Hire Limited to our partner portfolio for 2024 and beyond. David is a great supporter of the Warriors and this new partnership gives them a great opportunity to drive brand awareness for their business that covers the full UK from its base right here in Ince, Wigan.

”We will be proud to carry yet another Wigan business on our shirt next season and look forward to developing the partnership still further over the coming couple of years.”

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