Shorts: The O2, Swindon, Incrowd, EFL Trust, Everton

The O2, the London-based sports and entertainment venue, has sealed a five-year deal with soft drinks producer Britvic.

Under the agreement, brokered by AEG Global Partnerships, Britvic will become the facility’s official soft drinks partner, with hero brand Pepsi Max to be given prime exposure.

The venue, which hosts numerous sports events every year, will stage the Laver Cup tennis tournament in September.

Swindon Town FC has signed up cryptocurrency betting and gaming operator Stake.com as a sponsor for the EFL League Two club’s high-profile FA Cup third round clash with reigning Premier League champion Manchester City on Friday.

Stake.com will feature on the sleeves of the Swindon shirts for the match, which will be shown live on ITV1 in the UK.

InCrowd, a provider of digital experience and fan engagement services in sport, has appointed John Beale as its new Chief Financial Officer.

Beale, who has worked extensively across the technology sector, succeeds David Johnson following the latter’s retirement.

The EFL Trust, the charitable arm of the EFL, has added Uma Cresswell as a new board member.

Cresswell will serve as one of four Independent Trustees, alongside Charlotte Hill OBE, Roger Davidson and Robbie Drye.

Cresswell, who is a Non-Executive Director on a number of boards and runs her own international HR consultancy, is a fan of Leicester City FC.

Everton FC legend Graeme Sharp has been appointed to the Premier League club’s board of directors.

Sharp, who is second in the list of Everton’s all-time goalscorers, will serve as a Non-Executive Director in addition to his existing role as Players’ Life President at the club.

Sharp said, “I have enjoyed many great days as a Blue – and joining the board and being able to play a part in shaping Everton’s future is one of the greatest honours of all.”