Shorts: Pto, Newcastle United, Trillertv
The Professional Triathletes Organisation (PTO) has renewed its partnership with Garmin.
The deal will see Garmin continue as the official transition sponsor of the PTO and the upcoming T100 Triathlon World Tour.
Recently rebranded and expanded, the T100 Triathlon World Tour visits eight different iconic locations in 2024, starting with the Miami T100 at CLASH Endurance Miami on 9th March.
As part of the sponsorship, Garmin will support the athlete’s transitions through integrated on-screen broadcast graphics, real-time social media posts and a leaderboard posted throughout the season.
Susan Lyman, Garmin Vice President of Global Consumer Marketing, said, “We are excited to expand our relationship with the Professional Triathletes Organisation and its elite tour of events. Both Garmin and the PTO have a shared desire to improve and grow the global triathlon community, and we look forward to supporting this year’s top triathletes on the world stage.”
PTO CEO, Sam Renouf, added, “We want the T100 Triathlon World Tour to be the pinnacle of endurance sport. To do that, we need to be working with companies who not only represent that in their own field but also bring the expertise and vision to be able to help elevate our amazing athletes further into the mainstream.
“Garmin has been doing exactly that in endurance sports with both professionals and amateurs, and we look forward to taking things to the next level through this continued relationship.”
Newcastle United has announced a new strategic partnership with UK-based sports marketing agency PinDrop.
As per the agreement, the agency will support the club’s analytics, insight, and partnership research efforts, as well as ‘strengthening the club’s existing partnerships while searching for prospective partners.’
The agency is also set to provide further support to the Premier League club’s commercial staff, assisting them in developing their commercial portfolio throughout numerous sectors and important territories.
Global sports streaming platform TrillerTV has secured the exclusive broadcast rights to the Dutch football league Eredivisie in the UK & Ireland for the next two years.
As per the agreement, 52 matches will be streamed live as part of the TrillerTV+ subscription throughout the 2023/24 season.
TrillerTV’s coverage begins on 16th February, featuring English commentary and highlights show.
The broadcast deal, facilitated by IMG, will also expand to include France and Australia for the 2024/25 season, streaming 136 live matches.
Adam Bigwood, Vice President of Subscriptions at TrillerTV, said, “We are delighted to offer live Eredivisie matches exclusively to our TrillerTV+ subscribers, This strategic acquisition further underscores our commitment to delivering diverse and premium sports content to our global audience.”
The Eredivisie deal strengthens TrillerTV+’s football offering which also includes Liga Portugal Betclic, AFC Champions League, and the AFC Asian Cup.
F1 Academy, Formula 1’s female-only single-seater racing championship, has announced a partnership with cosmetic company Charlotte Tilbury.
As part of the agreement, Charlotte Tilbury has designed French driver Lola Lovinfosse’s car and race suit to feature Charlotte Tilbury’s signature colours, emblazoned with the Charlotte Tilbury Hot Lips and mantra ‘Make Up Your Destiny!’
Charlotte Tilbury will become the first female founded beauty brand to partner with F1 Academy and is entering into its first ever global sports sponsorship.
Susie Wolff MBE, Managing Director, F1 Academy, said, “At F1 Academy we want young women and girls to feel confident to chase their dreams, no matter the odds. We are on a mission to transform access to our sport, celebrate trailblazing female pioneers in our industry, and inspire a new generation of young women to pursue a career in motorsport.”
“It’s a huge privilege to be partnering with Charlotte Tilbury, a brand whose values align so closely to our own. I want to thank Charlotte for believing in our mission and enabling us to reach a new audience of young women to showcase the opportunities available to them in our sport. Our message to them is simple: dare to dream.”
Creative agency XL Studio has officially launched to ‘connect brands and the gaming community.’
The new agency has been created to ‘build engaging and creative campaigns, events, activations, and exposure for brands to excel in gaming and games related industries.’
Jason Spiller, Studio Director, XL Studio, commented, “With the foundations built by an incredibly talented and creative team, we’ve built XL Studio with the ambition of delivering versatile and engaging campaigns that put our clients’ projects in the spotlight. From social media experts to influencer managers, who have worked across the industry and with some of the biggest names imaginable, we’re excited to build and execute gaming and digital culture strategies and campaigns for brands around the globe.”
Mark Carter, Managing Director, XL Studios added, “The esports and gaming industry has grown exponentially in recent years, and with this growth, it is becoming increasingly challenging for Brands to gain impactful visibility and ROI (return on investment). With XL Studio, we’re proud to bring years of invaluable knowledge to the table to help curate and execute gaming-focused strategies and campaigns for global brands.”
World Curling has partnered with StreamAMG to relaunch its streaming platform, The Curling Channel.
Ahead of the World Junior Curling Championships 2024, taking place in Finland, the relaunched curling channel will be powered by StreamAMG’s new BLAZE platform and will offer all of World Curling’s live and on- demand content.
Colin Grahamslaw, Secretary General, World Curling, said, “As part of our new strategy of commercial and entrepreneurial growth, we were looking for a new platform that could significantly enhance the viewer experience and open up new markets to help us to generate a consistent income from streaming productions. Following an exhaustive process, we believe that StreamAMG are the right partners to help us drive that experience to new and larger audiences.
“This is the first phase of approach to making our content available to the world. This new platform gives us the opportunity to grow our streaming offering and make it the ultimate location for curling coverage.”
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