Shorts: Mercedes, Sphera Partners, Liverpool FC

Mercedes-AMG PETRONAS Formula 1 Team has agreed a new partnership with multinational lighting corporation Signify.

The deal, which focuses on ‘driving forward the team’s vision of becoming one of the world’s most sustainable professional sports teams’, will see Signify implement its lighting technology to ensure ‘the perfect viewing experience for fans trackside and at home.’

Eric Rondolat, CEO, Signify, said, “We are proud to partner with Mercedes-AMG PETRONAS F1, a team that is determined to lead both on and off the track. We share a passion for responsible innovation to drive progress in our industries and beyond. Our joint commitment to act responsibly will lead us to develop transformative and disruptive new technologies that elevate performance to the benefit of people and the planet.

We are excited to have the opportunity to support the winning objective of Mercedes-AMG PETRONAS F1, providing human-centric lighting innovations that can enhance the team’s performance. We are honored to associate our brands with one of the strongest in the world and to deliver unforgettable racing experiences for fans at the track, as well as watching and gaming at home. With many collaborations already begun, I am eager to see this partnership grow.”

Sphera Partners, a growth equity fund focussed on accelerating the growth of women’s sport, has officially launched.

Founded by sport industry professionals Rowena Samarasinhe and Nicki Boyd, the fund will attempt to ‘pioneer the investment and operating model’ the pair ‘strongly believe the market needs.’

Samarasinhe commented on LinkedIn, “It’s been a journey getting here, but something both of us have been invested in our entire lives – personally and professionally. Most of all, we want to make a difference.”

Liverpool FC has announced smart mowing and robotic technology brand Husqvarna as a new partner.

As part of the multi-year global agreement, Husqvarna will become the official groundskeeping partner of the Reds – the first partnership of its kind for both parties.

Ben Latty, Chief Commercial Officer at Liverpool FC, said, “We are thrilled to announce this partnership between Liverpool FC and Husqvarna, two premium market leaders united by their shared values and innovative approach.

“We have developed ambitious commercial targets to attract the best brands that fit with Liverpool FC, and that can also help drive further success on the pitch.

“Husqvarna’s reputation for quality and innovation in grounds maintenance is unmatched, and we look forward to working closely with them to ensure our facilities continue to be maintained to the highest possible standards.”

SPFL football club Kilmarnock FC has announced A&L Mechanical Installations Ltd as its new shorts sponsor for the next two seasons.

Kilmarnock FC Sales and Business Development Executive, Robert Dykes, said, “Having welcomed A & L Mechanical to our hospitality suites in the past, it is a real pleasure to have them as one of our title partners by sponsoring our shorts for the next two seasons. We continue to champion local businesses and we are incredibly proud that all our kit partners come from within a 20mile radius of the club.”