Shorts: Right Formula, London Duathlon, Soccerment
Global sports marketing agency Right Formula has promoted its Managing Director of Commercial, Luke Organ to the new role of Managing Director for EMEA and APAC.
Organ, who was previously the Chief Commercial Officer of English Premier League club Aston Villa, joined Right Formula in 2019.
In his new role, Luke will oversee the operations and strategic direction as part of a growth strategy. After recent strategic acquisitions and hires, including in strategy, research & insight and communications, he will lead the team from the London headquarters as it offers ‘360-degree marketing services for brands and rights holders in sport.’
In his new role, he will work alongside Right Formula CEO and Founder Robin Fenwick, as well as Ashlee Huffman, who was recently appointed to the new role of Managing Director for the USA.
Robin Fenwick, Chief Executive Officer and Founder of Right Formula, said, “Right Formula has embarked on an extraordinary journey since Luke joined in 2019. He has played a pivotal role in our remarkable growth during this time, and I am confident that he will lead the wider EMEA and APAC team to achieve even greater success. Luke’s experience and expertise speak for themselves, and I am thrilled to witness his transition into an expanded role as Managing Director.”
Luke Organ, the new Managing Director for EMEA & APAC, added, “I am honoured to take on this new role and work alongside Robin, Ashlee and the talented team at Right Formula. I am incredibly proud of the work we have accomplished together over the last four years, and I look forward to playing my part in our continued growth.”
London Duathlon has announced a new partnership with rugby charity Restart, in a bid to ‘support and unite the rugby community.’
As per the deal, Restart Rugby, the official charity of the Rugby Players Association (RPA), has become the headline charity partner for the duathlon held in Richmond on 3rd September. The relationship will see many people from within and around the rugby community, including former players taking part in the run, bike, run event to fundraise for Restart.
Dan Zaltman, former professional rugby player now working at London Duathlon event organisers LimelLght Sports, said, “It’s been an extremely challenging period for the professional game, with a devastating impact that goes way beyond the pitch. As individuals lose their livelihoods, families are uprooted and supporters say goodbye to an integral aspect of their communities.
“At LimeLight Sports Club, we know about the power of major events and how they can bring together communities and unite. This is why the London Duathlon wanted to partner with Restart to offer a platform which can bring the rugby community together to help those directly impacted by the destruction we’ve witnessed recently. Taking place at Richmond Park, the London Duathlon is located perfectly in south-west London’s rugby heartlands with Twickenham just around the corner and not far from the former home of London Irish.”
Gus Fraser, Head of Fundraising at Restart Rugby, added, “Through our exciting partnership with LimeLight Sports Club, we are now asking people to step up to the start line at the London Duathlon and fundraise for Restart Rugby. The power of our collective effort will shape a brighter future for rugby players in need. After a turbulent period for the sport, we can all come together to run, cycle, and score for a stronger, more resilient rugby community. Together, we can make a lasting impact.”
Soccerment has been named the official SportsTech partner for the upcoming CEE Cup.
The Central & Eastern European Youth Football Tournament, known as the CEE Cup is an annual invitational under-19 football tournament, which takes place in Czech Republic.
English Premier League football club West Ham United will feature in the tournament alongside five other teams.
The Hammers academy players will be wearing Soccerment’s wearable technology, XSEED, as part of a pilot scheme during the competition. The smart shin guards will allow players and coaching staff to obtain both technical and athletic data, giving them insights into performance.
Aldo Comi, Chief Executive Officer and Founder of Soccerment, said, “Artificial intelligence is beginning to play a key role, whether it’s in talent discovery, recruitment, match analysis, game strategy, as well as ensuring players’ health and mental well-being. Soccerment’s advantage and expertise lie in harnessing the power of AI in all these key areas and using cutting-edge technologies like XSEED to achieve impressive results.
“Data plays a crucial role in player development, allowing Soccerment to gather and analyse comprehensive performance data and provide valuable insights. These insights improve players’ skills, identify areas for improvement, and optimise training programs. With a data-driven approach, coaches and players are empowered to make informed decisions, leading to more effective development strategies and unlocking the full potential of each athlete.”
The Lawn Tennis Association (LTA) has announced a new three-year partnership with national charity StreetGames.
StreetGames, which aims to ‘make young people and their communities healthier, safer and more successful through harnessing the power of sport’, has signed an agreement that will run until March 2025.
The relationship will look to develop the delivery of LTA SERVES, a development programme that aims to increase participation in tennis, as well as a programme entitled Breaking Down Barriers – For Underserved Lower Socio-Economic Groups Plan.
Kiran Matharu, Community Tennis Manager at the LTA, said, ”We are excited about this new partnership with StreetGames which will support us to open tennis up to more people, in more communities as part of LTA SERVES.
“We have big ambitions which we have outlined in our ‘Breaking Down Barriers – For Lower Socio-Economic Groups Plan’ which will continue to take tennis into non-traditional venues and will support more children and young people from underserved communities to play, volunteer, coach and work in tennis in the future.’’
Karen Keohane, Director of Innovation at SteetGames, added, “StreetGames is delighted that the plan also values the importance of supporting local people to grow and thrive as players, leaders, volunteers and coaches. The aspiration to grow and develop the LTA SERVES programme over the coming years sits firmly in the centre of our partnership work.
“StreetGames believes in the vital importance of local people planning together, leading tennis provision in their own communities and contributing to the LTA’s vision of ‘Tennis Opened Up’”.
Rematch has partnered with England Boxing ahead of ‘Rumble in the Jungle rematch’.
The agreement with England Boxing will see the governing body reward boxing coaches with invitations to experience the Rumble in the Jungle Rematch, as well as offering discounts to members.
Rematch, a company that recreate iconic sporting moments through immersive theatrical events, has also joined forces with British heavyweight boxer Joe Joyce, who becomes an ambassador to the brand.
Joyce joins Rematch ahead of its ‘Rumble in Jungle’ event, which coincides with Joyce’s own upcoming rematch, with Zhilei Zhang, taking place in London on Saturday 23rd September.
Joe Joyce, Rematch ambassador and heavyweight boxer, said, “I am incredibly excited to join forces with Rematch as their ambassador for their ground breaking Rumble in the Jungle Rematch, which not only gives fans a once in a lifetime opportunity to relive the fight which was not only the start of my own journey into the sport, but also truly celebrates the legacy of boxing.
“With a rematch of my own on the horizon, it was a natural partnership, and I can’t wait to be at the shows before I return to the ring.”
Richard Ayers, Founder of Rematch, expressed, “We’re delighted to have one of the best heavyweight boxers in Joe on board as ambassador for the Rumble in the Jungle Rematch. At Rematch, our mission is to connect generations of families by helping the world to reimagine and experience the greatest moments in sporting history, and the partnership with Joe will help us accomplish that mission.
“With a rematch of his own just as our shows open, the partnership with Joe is a perfect fit and we can’t wait for him to be at Dock X, London to experience the reimagination of the fight which provided such inspiration for his career.”
Some of the biggest names in women’s football will become immortalised as digital avatars, as part of a new partnership between Sure and FIFA World have partnered ahead of this month’s FIFA Women’s World Cup 2023.
FIFA World, the global governing body’s immersive fan experience which launched last year ahead of FIFA World Cup Qatar 2022, will once again come to life within Roblox for this year’s tournament.
As part of a new agreement, Sure female football ambassadors including Trinity Rodman, Lauren James and Melanie Leupolz will feature in the virtual environment as digital avatars, allowing its community and football fans around the world the chance to interact with the players in social spaces, earn rewards and digital collectibles.
Kathryn Swallow, Global Brand Vice President, said, “The FIFA Women’s World Cup 2023TM is set to be one of the sporting events of the year and we’re delighted to be involved as official sponsors of the tournament and to bring this ground-breaking partnership to life in FIFA World.
“Together with FIFA, Sure is committed to getting more girls to play football and we are thrilled to launch the Sure Obby in FIFA World, a space where everyone can feel confident to move – regardless of race, gender or perceived ability.”
Eduardo Solis, Head of Marketing Partnerships at FIFA, added, “Sure’s commitment to developing football has always been clear to us, and that’s why they’ve been a perfect partner for the FIFA Women’s World Cup 2023, and it’s great to see them engaging with our digital experiences to encourage the next generation – we’re excited to see what their ambassadors can bring to life within FIFA World.”
Lauren James, England footballer and Sure ambassador, commented, “It’s so exciting to see a digital version of myself in Roblox and I think this just shows how far women’s football has come in a short space of time. I’m proud to be a part of a campaign with Sure that is helping to break down barriers for young girls and inspire them to follow their dreams.”
Premiership rugby club Gloucester has announced a partnership with Hytro.
Hytro, a blood flow restriction (BFR) wearable designed specifically to improve sports performance, will undertake a research and development project with Gloucester Rugby ahead of the 2023-24 pre-season.
The project will aim to establish a solid foundation of evidence-based knowledge surrounding BFR wearables, shedding light on their efficacy, safety, and potential impact on athletic performance.
Dr Warren Bradley, Founder and Head of Elite Performance at Hytro, said, “Hytro is thrilled to announce our official partnership with Gloucester Rugby, this research partnership is particularly exciting given the high level of scientific rigour Dr Hudson brings to the table and the historical importance of a club like Gloucester Rugby. This partnership signifies our commitment to advancing the understanding of Blood Flow Restriction and its impact on athletic performance.”
Dr James Hudson, Performance Nutritionist at Gloucester Rugby, commented, “Gloucester Rugby is excited to partner with Hytro to enhance the athletic performance of our athletes. Together, we will research and develop the optimal use of Hytro garments before lower limb strength sessions. This research will explore the benefits of blood flow restriction (BFR) alone or in combination with heat to improve pre-season training quality and establish a “best-practice” protocol for the in-season period.”
