Shorts: Liverpool Fc, Sport Industry Group, Betway
Michael Higham has been appointed as Liverpool FC’s new Partnership Development Director.
Higham is a former Head of Sponsorship at Sevilla CF, who left the Spanish LaLiga club a year ago to become Senior Director of Commercial Partnerships at Roc Nation, the sports and entertainment agency.
Higham has also previously worked in commercial roles at Liverpool’s Premier League rivals Arsenal and Manchester United.
Sport Industry Group has appointed Tom Love as its new Head of Marketing and Communications.
The former Digital Editor of SportsPro and Digital Communications Manager EMEA for New Era Cap Company joins from Sport Industry Award-winning agency Bright Partnerships where he led on content and digital strategy.
On his appointment, Sport Industry Group Managing Director Dylan Pugh said, “We’re delighted to have Tom join the team in what is a huge year for Sport Industry Group, with many exciting new properties being launched, in addition to the 2022 Sport Industry Awards in May, ongoing Sport Industry NextGen and the inaugural Sports Podcast Awards.”
French Ligue 2 football club Toulouse FC has agreed a multi-year deal with online betting and gaming provider Betway.
As an official sponsor, Betway will enjoy brand exposure on LED boards around the Stadium de Toulouse, as well as on the players’ shirts.
The two parties will also collaborate on social and digital media content creation.
EFL Championship club Sheffield United FC has struck a commercial agreement with Dutch auction website MatchWornShirt.com.
The site features sales of sporting memorabilia, including signed shirts and match kits from teams and sports from across the globe. The items are acquired directly from the clubs, to ensure authenticity.
The platform is headquartered in Amsterdam, but has offices in several cities worldwide, including London.
