Shorts: Northampton Saints, Arsenal, Watford FC
Gallagher Premiership rugby union club Northampton Saints has announced a new partnership with HellermannTyton Connectivity, which sees the Northampton-based company become an official partner of the club.
The UK manufacturer of connectivity solutions to network operators and broadband providers operates both nationwide and globally.
The multi-year partnership between HellermannTyton and Saints has already begun, with the company benefitting from in-stadium branding exposure on matchdays at cinch Stadium at Franklin’s Gardens, while also sponsoring two Saints players – Alfie Petch and Archie Kean – for the 2022/23 season.
Ulundi Makhanya, Saints’ Head of Commercial Partnerships, said, “It’s very exciting for the club to agree another brand-new partnership in another different brand category.
“While our products are, clearly, worlds apart, the working cultures at HellermannTyton and Northampton Saints are perfectly aligned – both businesses look to deliver successful and innovative solutions for our customers, creating environments where talent develops, and facilitate effective collaboration to produce growth.
“So, we’re delighted to welcome HellermannTyton to our stable of partners and the Saints family.”
Premier League football club Arsenal FC has announced a new regional partnership with LABS Group, that will become the club’s official hotel and resort membership partner in Asia and Europe.
Rooms from a network of resorts and hotels around the world will be available at discount prices for a set period, over a number of years, through the new system. Customers will be able to purchase a residence pass for partner hotels, in the form of an NFT (Non-Fungible Token), that gives them access to the accommodation for the specified time period at a reduced rate.
Bernard Lau, CEO of LABS Group, said, “Partnering with Arsenal is not only an honour, but it’s also a dream come true to be associated with such a successful and historical football club. This will accelerate our vision of combining the hospitality industry with global brands, in a way that has not been done before.”
Juliet Slot, Chief Commercial Officer at Arsenal, added, “We’re delighted to welcome LABS Group to the Arsenal family as they prepare to launch this new product in the New Year. Our reach around the world is going to be an important part of them growing this new business.”
English Football League Championship club Watford FC has announced a partnership with locally based, female-led start-up, WUKA, that produced the UK’s first ever reusable and leak-proof period wear.
As part of the partnership, WUKA will have branding at matchdays for both men’s and women’s team fixtures, with Watford also collaborating with the company on identifying those in the community experiencing period poverty to be able to provide WUKA period pants.
Dave Messenger, EDI Lead at Watford FC, said, “We are delighted to be working with WUKA, a company which cares about people and the planet. We are looking forward to working with the team at WUKA to support our fanbase and local community on this important topic.”
Ruby Raut, CEO & Co-Founder of WUKA, added, “We’re proud to join forces with our local team, Watford FC, to highlight the importance of women’s health, in particular the menstrual cycle, within football. WUKA believes periods shouldn’t hold anyone back and with our reusable period pants and athletic wear, this no longer has to be the case.
“Reaction times, injuries and mood can also be affected by the menstrual cycle, so it’s time for players, teams and fans to become more educated on the issue. We look forward to working with the club and engaging with the local community.”
Imagine Cruising has been announced as the new title partner of The World Indoor Bowls Championships in an initial 2-year agreement, which will take place from Friday 6th January 2023.
Now called ‘The Imagine Cruising 2023 World Indoor Bowls Championship’, the 17-day tournament will see the best players from around the globe compete at the ‘Home of Bowling’, Potters Resorts Hopton-on-Sea in Norfolk for five separate titles.
As well as the prestigious ‘World Singles Championship’, the titles include the ‘World Pairs Championship’, ‘Mixed Pairs World Matchplay Championship’, ‘Ladies World Matchplay Championship’ and the ‘Under 25’s Tournaments’.
Imagine Cruising staff will be in attendance throughout the tournament to speak with and update spectators on their cruise holidays.
Tough Mudder, the UK obstacle course brand, has partnered with Emerge isotonic sports drinks for 2023 and 2024 as the official on-course hydration drink of the UK.
The two-year partnership will involve on-site activations at the Tough Mudder Event Village with opportunities to engage in Emerge product sampling, content opportunities with influencers and the opportunity to participate in the challenging Tough Mudder weekends.
Along with being the on-course hydration partner, Emerge will be the main sponsor of the Everest obstacle, an iconic part of the Tough Mudder course.
Managing Director of Tough Mudder Europe, Matt Brooke said, “We’re extremely excited to have partnered with Emerge for 2023 and 2024. They’re a fantastic brand that not only shares our passion for bravery, health and fitness, but to also help us in boosting the experience of every participant on the Tough Mudder course ready to join the celebrations afterwards! We look forward to seeing our Tough Mudders with Emerge on the course in the new year!”
