Shorts: Pgmol, Bristol Bears, Cycling
American video game company Electronic Arts Inc. and Professional Game Match Officials Limited (PGMOL) have announced a new deal that will see EA Sports sponsor match officials in the women’s game.
The three-year partnership extension will see EA SPORTS continue as an official partner until the end of the 2024/25 season, sponsoring match officials in the Premier League, Emirates FA Cup and across the EFL.
The new agreement provides EA SPORTS with more designation and promotional rights, including shirt sleeve and training wear branding on all professional match referees, assistant referees and fourth officials.
For the first time, women’s football has been added to the agreement, with EA SPORTS also sponsoring match officials in the Barclays WSL, Barclays Women’s Championship, FA Women’s Continental Tyres League Cup and the Vitality Women’s FA Cup.
The AJ Bell Tour of Britain, the British road cycling event, has announced a new partnership with kids bike subscription service Bike Club, as the race aims to inspire the next generation of cyclists.
Bike Club will be promoted across the AJ Bell Tour of Britain channels and at the race itself this September.
The 2022 race starts in Aberdeen city centre on Sunday 4th September and finishes eight days later the Isle of Wight on Sunday 11th September. Riders will tackle stages in the Scottish Borders, North East England, North Yorkshire, Nottinghamshire, Gloucestershire and Dorset.
Premiership rugby union club Bristol Bears has announced London-based real-estate consultancy Knight Frank as a new sponsor for the 2022/23 season.
Steve Oades, Head of Office at Knight Frank, Bristol, commented, “We are absolutely delighted to partner with Bristol Bears and wish one of the South West’s foremost clubs every success for the forthcoming season.
“In recent years, the club has gone from strength to strength, demonstrating that hard work, collaboration and teamwork are key to success in a fiercely competitive environment – values shared by all at Knight Frank.
“We look forward to cheering the Bears on at Ashton Gate this season, and hopefully seeing the club lift some silverware at the season’s end.”
London-headquartered trading company CMC Markets has extended its sponsorship deal with New Zealand’s professional rugby team, Blues, for another three years.0
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The pair initially signed a deal in February 2021 for two seasons.
Under the renewed deal, CMC Markets will continue to be Blues’ official trading partner until 2025 with the CMC logo featured on the players’ shorts and other official team apparel, along with the broker’s brand signage at Eden Park stadium.
The International Cycling Union (UCI) has announced multiplayer online cycling and running physical training program Zwift as the official virtual fitness platform of the 2023 UCI Cycling World Championships.
The new partnership will look to encourage mass participation and activity around the inaugural edition of the event.
The 2023 UCI Cycling World Championships will held from 3rd to 13th August 2023 at various locations in Glasgow and across Scotland.
English Football League (EFL) Championship football club Blackpool FC has announced a new partnership with UK-based football training equipment suppliers Football Flick.
Martin Booker, Blackpool FC’s Commercial Manager, said, “We are delighted to add Football Flick to our partner programme as an official supplier to Blackpool FC. They are world number one in their field of football skills equipment.
“Our elite young players in the academy will benefit from using this new equipment, as well as youngsters who benefit from our community activities with schools via the Blackpool Community Trust. Young fans will also have the chance to purchase football flick equipment via the club in the weeks to come.”
