Shorts: Liverpool Fc, Arsenal, Ae Live
Liverpool FC and German skincare brand NIVEA MEN have extended their long-standing partnership for a further three years.
The 2022/23 season will mark NIVEA’s eight-year association with the Reds, after starting the relationship in 2015. The extension means it will remain the club’s official men’s grooming supplier until the end of the 2025/26 season.
The deal includes the continuation of its recognisable product-led TV adverts and its content series Dear Liverpool FC…, which allows Reds supporters the opportunity to nominate someone who they feel deserves a surprise and to be in with a chance of winning a memorable experience.
Ben Latty, Commercial Director at Liverpool FC, said, “We’re extremely proud to extend our partnership with NIVEA MEN for a further three years. The renowned skincare brand has a purpose-led approach to its marketing, and we have shared core values, making this partnership the ideal fit for the LFC family.”
Arsenal FC has announced the extension of its partnership with Japanese entertainment and video game company Konami Digital Entertainment B.V.
This will see the continuation of an agreement which started in July 2017, and now extends into a long-term partnership from the 2022/23 season onwards.
KONAMI will remain the Gunners’ official football video gaming partner, with the club kits and Emirates Stadium featuring in KONAMI’s title series eFootball as well as the squad having a full set of 3D scans to ensure the most ‘real-life’ virtual experience within the game.
KONAMI and eFootball branding will also feature on the headrests of the seats in the home and away dugouts at 60,000-capacity Emirates Stadium.
Arsenal Chief Commercial Officer, Juliet Slot, said, “Konami’s eFootball provides a unique football experience We’re proud to extend our partnership and give our supporters the opportunity to immerse themselves in an authentic Arsenal experience.”
The news follows Arsenal’s recent renewal of its partnership with global technology company Acronis.
English Football League (EFL) One club Ipswich Town has agreed a new partnership with Mediterranean Shipping Company Ltd. (MSC) that will see the global shipping company become the first-team’s training and bench wear sponsor.
MSC, which is headquartered in Ipswich, will also become Town’s girls’ Academy Emerging Talent Centre kit sponsors, across all age groups.
Dan Everitt, Managing Director at MSC UK, commented, “I am so pleased to confirm our partnership with Ipswich Town. As an important part of our local community, the Club is close to the hearts of our employees, local customers, suppliers and partners and, therefore, us as a business.”
Global graphics and data solutions provider AE Live has announced the appointment of Simar Ghangas as Head of Commercial for APAC, where he will be responsible for growing AE Live’s position in the region.
Simar brings over 10 years of experience in sales and business development management roles, specialising on the strategic growth of companies. His career started at Haymarket Media Group where he spent over three years in various sales roles, in both London and Singapore.
UK-based OTT technology and streaming service company StreamAMG has made two senior hires from the world of professional sport.
Alex Hunte has joined as Product Director and Jonathan Rigby is now Director of Commercial Strategy.
Hunte joins the business after spending more than three years at Tottenham Hotspur where he was Head of Digital Products, having previously led broadcast productions at UEFA for various events including UEFA Euro 2008 and the UEFA Europa League.
Rigby is an experienced international CMO and commercial director for some of the biggest brands in world sport, including Manchester United, BBC, British Cycling and most recently the 2023 UCI Cycling World Championships.
