Shorts: Newcastle, Wsg, Southampton

Newcastle United FC has entered a multi-year partnership with newly launched ‘iGaming’ and online sports betting brand BetMGM.

UK-based BetMGM, part of MGM Resorts, has become an official club partner for the 2023/24 season and its brand will be visible across the 52,000-capcity St. James’ Park stadium.

Peter Silverstone, Newcastle United, Chief Commercial Officer, said, “We are delighted to be introducing BetMGM as an official club partner.

“BetMGM already has a significant presence in the city of Newcastle, with the company’s UK office here, so it is a business that understands the football club, its fanbase and the region.

“We are very pleased to be taking this step together and I’d like to welcome BetMGM to our growing family of partners.”

Sam Behar, UK Director at BetMGM, added, “Newcastle United’s re-entry into the world’s elite this season is a golden moment for the football club and its incredible fans.

“We are proud that the club has selected BetMGM as one of its betting partners for the upcoming season. With our launch in the UK, it is fantastic to have Newcastle United as part of our stable of Premier League partner clubs. The team’s ambition and drive perfectly align with our growth strategy and we can’t wait to get started.”

The deal remains within the parameters of the Gambling Act review’s sponsorship recommendations and the Premier League’s planned phase out of front-of-shirt deals by the 2026/27 season, allowing continuation of LED and sleeve branding agreements.

Women’s Sports Group (WSG) has partnered with international sailing competition SailGP to work with its Women’s Pathway.

The Women’s Pathway is a programme that was pioneered in 2021 as part of SailGP’s Better Sport strategy to ‘accelerate inclusion, inspire change and provide more opportunities for women at the elite level of sailing.’

The Women’s Pathway fast-tracks the development of its female athletes through training and development opportunities and talent identification.

WSG, co-founded by the English Football Association’s first female Non-Executive Director and former Chair of the FA inclusion advisory board, Dame Heather Rabbatts, will provide advisory services on commercial partnerships for the purpose-driven sports league.

Dame Heather Rabbatts, Co-Founder at the Women’s Sports Group, said, “We are delighted to be working with SailGP to secure authentic partnerships that not only increase investment in the sport but also amplify the work SailGP and its teams have done to drive equity and inclusion.

“SailGP is a championship that places sustainability and gender equity at its core, and through commercial partnerships, we aim to accelerate and enhance the opportunities for female sailors, providing a platform for these incredible athletes and inspiring the next generation.”

Fiona Morgan, Chief Purpose Officer at SailGP, added, “Sports fans around the world have been captivated by this summer’s Women’s Football World Cup, Wimbledon and the Women’s Ashes and it’s been fantastic to see more commercial investment propelling these sports to new heights and reaching new audiences.

“Through the Women’s Pathway, SailGP has one of the best opportunities in sport to break existing boundaries, change culture and have a gender equitable league which I’m incredibly excited about. It’s great to be working with WSG, who share our vision of creating a sustainable, inclusive competition, and together, we will secure further commercial partners to drive this vision forward.”

Hannah Mills, part of the Emirates Great Britain SailGP Team, recently spoke at our latest Sport Industry Dining event, exclusive to Sport Industry Members.

Southampton FC has partnered with Southampton City Council’s fostering service, Fostering Southampton. 

The collaboration is set to focus on recruiting foster carers from diverse cultures and backgrounds to provide a nurturing environment for children in need, ensuring children remain connected to their families, friends, and existing schools. 

Southampton FC will work with Fostering Southampton over the course of the 2023/24 season to support both existing and new foster carers and their families, offering free tickets to games, and merchandise. Additionally, Southampton FC will be arranging a special stadium tour for young people and their foster carers.  

The campaign will be supported by a digital out-of-home advertising campaign, with drawings of Southampton’s men’s and women’s first team players dotted around the city. The drawings have been completed by young people in care and their foster families.  

Greg Baker, Director of Community for Southampton Football Club, said, “Our club believes in the power of community and supporting those most in need in our city, and this initiative aligns perfectly with our values. By encouraging our fans to consider becoming foster carers, we hope to offer stability to these children and reinforce the bonds that keep them connected to their roots. Together, we can create an environment where every child has the opportunity to thrive.” 

Cardiff City FC has partnered with music brand and radio station Capital. 

The new agreement sees Capital become the Bluebird’s official radio station partner. 

James Bibby, Head of Commercial at Cardiff City Football Club, commented, “We are proud to be working with one of the biggest radio stations in the country, with listeners already hearing plenty of Bluebirds news and ticket information across the airwaves.” 

Kristy John, Station Director said, “Capital is South Wales No.1 Hit Music Station, and we are proud to be the official radio station of Cardiff City FC.’’ 

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