Shorts: Broja, Puregym, Betfair

Chelsea FC forward Armando Broja has signed a long-term brand partnership deal with Puma.

The deal will see Broja exclusively wear Puma branded boots.

In addition, the English-born Albania international has secured the exclusive rights to open Puma franchise stores and sell their merchandise in his homeland and neighbouring Kosovo, where currently there are none.

Puma has also revealed that Broja plans to launch a foundation and create football and education academies in Albania to give opportunities to young boys and girls in the country.

UK gym and fitness chain PureGym has raised £1m for the British Heart Foundation to fund lifesaving research into heart and circulatory diseases. 

Rebecca Passmore, Group Chief Operating Officer at PureGym, said, “We are delighted to have raised such a significant sum for the BHF which will go towards funding groundbreaking research and initiatives to help save lives. At PureGym, we recognise the vital role exercise plays in maintaining a healthy heart and enabling people to live happier, healthier lives.

Together with the BHF, we are determined to champion heart health. We would like to thank all our staff and members who have given so generously in order to make a difference to the millions of lives impacted by heart and circulatory conditions.”

Dr Charmaine Griffiths, Chief Executive Officer at the British Heart Foundation, added, “We are hugely grateful to PureGym for raising £1 million to help power our ground-breaking research. The lifesaving steps they have taken to introduce defibrillators, teach CPR and carry out blood pressure checks shows their commitment to inspire a healthier nation, one heartbeat at a time. 

“Partnerships like PureGym are vital to the BHF, so we can save and improve the lives of people like Max, and their families. I’m so pleased that this partnership will be continuing into the new year in the hope of raising even more vital funds for ground-breaking heart and circulatory research.”

Betfair has launched Rachael Blackmore’s Serial Winners Fund with up to £250,000 to be donated to charity.

Betfair donated an initial £100,000 and will donate a further £5,000 every time Irish jockey Blackmore wins a race this year.

Rachael Blackmore, Jockey and Betfair Ambassador, added, “This is a very generous initiative from Betfair and one that I am excited to be a part of over the coming season.”

Blackmore, who was crowned the BBC Sports Personality’s World Sport Star of the Year, won the 2021 Grand National before going on to win the 2022 Cheltenham Gold Cup too.

Wavze, a specialist music resource for sports organisations, has received significant backing from industry executives John Gleasure, co-founder of DAZN, and Gareth Capon, CEO of Grabyo.

Greg Davies and DJ/producer Phil Jacob – aka Kill Miami – founded Wavze to ‘bring sports organisations together with talented, unsigned artists and producers.’

The product allows sports organisations gain access to sounds and music that help to ‘connect them with younger audiences and demonstrate cultural relevance’ while reducing cost, complexity and legal risk that comes with licensing music from major artists.

Wavze will use the funds to expand its team and continue to try and grow its sports teams, leagues, and brand client base.

Early customer wins for the agency includes UFC, Women’s Six Nations Championship, British Basketball League, Real Madrid CF and Premier League Productions.

Greg Davies, Chief Executive Officer at Wavze, said, “FC Barcelona’s groundbreaking work with emerging music talent in 2017 was the inspiration for Wavze. It showed me how valuable young, ambitious unsigned artists can be in delivering cultural relevance and engaging younger audiences.”

John Gleasure, Co-Founder of DAZN, added, “Wavze is proving to be a highly effective solution for clubs and federations to engage a younger demographic in a cost-effective manner. Thanks to the team’s deep understanding of both the sports and music industries, and especially their network of relationships with artists and producers, they are delivering outstanding, effective and creative music experiences that really cut through with the partners’ target audiences.”

Newcastle United has officially launched its Fan Advisory Board (FAB).

The newly formed board is expected to meet for the first time in February 2024 and will facilitate the exchange of ideas and feedback to the club’s key decision makers on a formal basis.

While the group will not have formal club representatives as members, it will meet with club officials three times per season, with the club’s Chief Executive Officer attending at least one meeting.

A statement from the club, said, “We are committed to collaborative, constructive and consistent engagement with supporters, wherever they may be, ensuring fans have an opportunity to inform the club’s decision making at all levels.”