Shorts: 50 Sport, Partick Thistle, Calm

UK creative sports agency 50 Sport has been chosen by DHL Express for two projects in 2023.

The agreement will see 50 Sport, recently rebranded from Fifty Digital, work on DHL Express’ sports sponsorship portfolio which will include the global logistics company’s partnerships with MotoGP and Andretti Autosport.

Having already set up MotoGP’s audience data-led content strategy and developed a new creative look and feel, 50 Sport will move into digital content creation across static, motion and video to help a ‘new generation of fans understand DHL Express’s expertise in – and commitment to – the sport.’

With the Andretti Autosport team in INDY NXT, 50 Sport will collaborate with world-leading female driver Jamie Chadwick as she embarks on her debut season in the American racing series by producing content for her significant and engaged social media followership.

Elliot Santon, Head of Global Sponsorships at DHL Express said, “We are very excited to be working with 50 Sport this year. Their reputation in the industry speaks for itself and we are excited to see the impact of their creativity and what this can bring to these properties to further amplify our shared partnership values on a global scale. We are set for an exciting 2023 and we’re pleased to have 50 Sport involved in taking this content to the next level.”

Nick Jackman, Co-Founder at 50 Sport, added,“50 Sport is an agency born out of motorsport, so we are thrilled to be partnering with DHL Express across both of these projects. We are very much looking forward to delivering their digital objectives around reaching a new Gen Z audience for DHL Express’ coverage and we’re excited to see where these projects lead.”

Supporters’ groups of Scottish Championship football club Partick Thistle FC have united in a move that sees them hold a majority share of the club.

The agreement is a first of its kind in British football.

Recently, the ‘Partick Thistle Football Club Trust (PTFC) Trust Deed of Assumption and Conveyance’ signing took place at the Wyre Stadium at Firhill, creating two new corporate trustees, namely The Jags Foundation and The Jags Trust.

The two parties were duly appointed as trustees of the trust which holds the majority shareholding in The Partick Thistle Football Club Limited.

The agreement means that members of The Jags Foundation and The Jags Trust join The PTFC Trust and other individual trustees in becoming fan owners of the football club they support.

Alistair Creevy, Chairman of Partick Thistle, said, “This is an historic moment for Partick Thistle Football Club in the fan ownership journey we are all on together. The togetherness this signing represents is in keeping with the togetherness Thistle fans can feel across the club just now, on and off the pitch. Speaking on behalf of the board, we are forward looking only and anticipate that relationship between supporters and the club growing ever stronger as we strive to deliver future success for Thistle fans of all generations.”

Neil Drain, of the PTFC Trust, added, “The PTFC Trust are delighted to be fulfilling their promises to deliver genuine fan ownership to Jags fans. We welcome our friends and fellow supporters from The Jags Foundation and the Jags Trust into the PTFC Trust and look forward to them taking the leading roles going forward. With the fans as majority shareholders we hope this brings them and the club even closer. Today marks the next step in the beginning of fan ownership. It’s a great time to be a Jags fan.”

Morag McHaffle, Chair of The Jags Trust, commented, “This signing represents the start of a new era for supporters of Partick Thistle Football Club.”

Suicide prevention charity Campaign Against Living Miserably (CALM) has partnered with Entourage Sport & Entertainment.

The partnership will see Entourage – a global sponsorship, brand and talent management agency – act as the preferred talent procurement agency to the charity, while CALM will become the agency’s official supporting charity.

Entourage has been working closely with the charity and its agencies to support on talent procurement and campaign management, recently working with England football starts including Fran Kirby and Decland Rice.

Sophie Kluman, Head of Production at Entourage Sport & Entertainment, said, “With a background in advertising, I have always been an admirer of CALMs work so it makes me delighted to be working alongside the incredible team to really make a difference through sport. It is a privilege to use our position as a leading agency to help find the right people to support this incredible charity. Not just to find talent, but to find the right talent, who share the same passions and strategies for tackling mental health and suicide. We look forward to working closely with the team and continue to share their incredible work.”

Matt Jennings, Chief Marketing Officer at CALM, added, “We’re absolutely delighted to be partnering with Entourage Sport & Entertainment who provide a wealth of sports and entertainment experience that helps us access an extensive network of talent and influencers. Our partnership enables us to be at the forefront of cultural conversations and moments, helping us to tackle the stigma and stereotypes surrounding suicide and mental health, demonstrated by our latest campaign fronted by England Lioness and newly appointed CALM Ambassador Fran Kirby to align with this years Women’s World Cup.”

The Hundred’s London Spirit has partnered with Transport for London (TfL) to release a limited-edition collection of clothing for.

With the 100-ball format cricket tournament kicking off on 1^st August, the new training top features one of London’s most famous designs – the underground tube map – representing fans of the team from all over the city. The designs feature the London Underground’s globally recognised iconography, with the TfL Roundel and station designs inspiring the unique shirt patterns.

Ellen Sankey, Brand Licensing Manager at Transport for London, said, “We’re delighted to be hitting the boundary once again with this exciting collaboration with London Spirit. The Tube network has helped people travel to amazing cricket matches at the Oval and Lords for more than 100 years and collaborations like this show just how our designs can be used to bring our history together for customers across the world.”

Ravi Bopara, London Spirit batter, added, “The London Underground is so iconic and such a big part of Londoner’s lives. It’s great to see that link made through our London Spirit teamwear and I think our fans will love it. I’m looking forward to seeing them filling the stands and getting behind us this year as we try to win the competition.”

EFL Championship football club Cardiff City has extended its partnership with Hopkins Machinery.

The Bluebirds has signed a long-term partnership with the suppliers of agricultural, construction, groundcare, golf, and garden machinery and equipment.

As well as partnering with the Championship side Hopkins Machinery also support Cardiff Rugby, Dragons Rugby, Welsh Rugby Union, Celtic Manor Resort and the European Tour / DP World Tour.

Chris Hopkins, Director of Hopkins Machinery, said, “We’re extremely pleased to be continuing our long-term partnership with Cardiff City and working with Wayne, Liam and the ground staff, to provide the team with a match winning playing surface.”

James Bibby, Head of Commercial at Cardiff City FC, added, “We are delighted that Hopkins Machinery have agreed to partner up with the Bluebirds once again. Their equipment plays a key part in the upkeep of our world class facilities. We are extremely excited to be working with Chris and the team at Hopkins Machinery again in 2023/24.”