Shorts: Sale Sharks, Everton, Lewes FC
Premiership Rugby club Sale Sharks has signed a new four-year principal partner agreement with climate and energy solutions company Carrier UK.
The new deal will see leading air conditioning brand Toshiba become the club’s front-of-shirt partner, beginning with the upcoming 2024/25 rugby season.
Carrier will also become the official player sponsor for Sharks fly-half and England international George Ford.
Toshiba branding was previously present on the East Stand of the Manchester club’s 12,000-capacity Salford Community Stadium and on the shoulder of its playing shirts.
“We are thrilled to elevate our partnership with Sale Sharks to a new level,” said David Dunn, Sales Director for Northern Europe, Carrier RLC EMEA. “Our brands are a natural fit – they share close quarters with our sales and technical support in Stockport and champion our core company values of inclusion, respect and excellence. We’re excited to see the Toshiba brand take centre stage next season on the Sale Sharks’ new kit and look forward to the team’s continued success.”
Sharks CEO, Paul Smith, added, “This is a really exciting deal for the club and I’m confident that together we can drive both businesses forward in the coming years. It’s really important for us to build genuine partnerships with businesses that share our core values and I know from our existing relationship with David and his team that that’s what we’ve got here. Everyone at the club is looking forward to working with them for the next four years.”
Everton FC has agreed a deal with food service providers Aramark in one of the ‘largest commercial commitments in the club’s history.’
The long-term agreement will see Aramark deliver hospitality and experiences across the new Everton Stadium year-round, including matchday and non-matchday events.
Richard Kenyon, Everton’s Chief Commercial and Communications Officer, said: “By utilising Aramark’s global expertise across many industries, we will be adopting the very latest in retail technology to make a visit to Everton Stadium an amazing experience for every Evertonian.”
Helen Milligan-Smith, CEO and President at Aramark UK, added: “We are thrilled to be a Founding Partner for Everton. Our shared commitment to delivering remarkable experiences means we are developing something truly extraordinary for the launch of the new stadium.”
Profit-for-purpose organisation Who Gives A Crap has signed as the new front-of-shirt sponsor for Lewes FC.
As part of the club’s ‘Impact on the World’ strategy, Lewes FC has committed to raising money for the eco-friendly toilet paper company’s charitable foundation that supports equal access to clean water and toilets.
Emily Kraftman, UK MD of Who Gives A Crap, said, “This is not your normal sponsorship; it’s about driving donations not fame. As big fans of Lewes FC and what they stand for, we couldn’t turn down the opportunity to help drive change across football and society through our partnership.
“We look forward to successfully wiping the opposition together whilst supporting equal access for all to clean water and toilets. Here’s to bringing a bit of cheekiness to the home of the world’s second favourite team this season!”
Cambridge United has announced the extension of its long-term partnership with local construction company The Mick George Group.
The new agreement, now in its 11th season, will see the Mick George Group continue as the League One club’s official waste management supplier and provide sustainable recycling solutions for the waste generated at club facilities.
Cambridge United Head of Commercial, Neil Rowe, said, “All waste which is generated at the Abbey Stadium and training ground is processed via their materials recycling facility with an aim towards zero waste to landfill.
“Alongside the environmental contribution, the Mick George Group have been fantastic supporters of the Cambridge United Foundation with regular incentives to fundraise for the charity over the past decade.”
EFL Championship football club Luton Town FC has extended its partnership with Ryebridge Construction.
The deal, which sees the pair collaborate for the seventh straight season, will see the Ryebridge logo adorn the back of the Hatters away and third shirts for the 2024/25 season.
Luton Town’s Commercial Director, Chris Bell, said, “A long association with Ryebridge has resulted in many memorable moments.
“Ryebridge is a business with a deep connection to the local community sharing the same values as the us.
“I’m delighted that the relationship continues and will keep developing. It’s important to us to partner with businesses that have a positive impact locally, and Ryebridge certainly is a prominent local and national company.”
EFL Championship football club Blackburn Rovers have announced Multevo as their new back of shirt of sponsor for the 2024-25 campaign.
Locally based contractor Multevo will see its logo feature on the back of all Blackburn Rovers men’s first team home, away and third kits.
Blackburn’s Head of Commercial and Partnerships, Yasir Sufi, said, “We are delighted to welcome Multevo to the Blackburn Rovers family as our new back of shirt sponsors across all three kits.
“Multevo’s branding will be there for all to see from Friday night onwards on all men’s kits, and we are looking forward to working with Josh and all of the team at Multevo.”
EFL League One football club Notts County FC and Nottingham University have signed a significant partnership to bring in ‘new advancements in sports performance, community engagement and education in the city.’
Through this deal, Notts County will gain access to the university’s facilities, research, and networks, whilst offering the students experience in professional sports.
The partnership will be marked by the university’s logo featuring on Notts County’s new away and third kit design for the 2024-25 season.
Jo Simpson, Chief Commercial Officer at the University of Nottingham, said: “I am incredibly proud of our new partnership with Notts County FC. Through integrating two of Nottingham’s most renowned organisations we have created a platform to deliver real change on a local and global scale.”
Joe Palmer, Nott County Chief Executive added, “Today marks a historic moment for our club as we unveil a ground-breaking partnership which will set a new standard for how an elite sports club integrates with the education sector.”
Hull KR have extended their partnership with their technical kit supplier OXEN until 2030.
Originally created in Hull, OXEN first collaborated with the club in 2017 before beginning to feature on Hull KR shirts from the 2020 season.
The extended deal will see OXEN on all 14 of the Hull KR teams’ training and playing kits, including the Netball team.
Paul Lakin, Hull Chief Executive said: “‘We are excited to be working with OXEN until 2030. The early extension of the deal, previously due to end in 2026 is a reflection of the growth of both the club, and the OXEN brand who continue to go from strength to strength globally.”
Lee Jenkinson, CEO of OXEN added: “‘We particularly enjoy our relationship with Hull KR, who are an ambitious and creative club, that share many of our core values.”
Wigan Athletic Women have agreed a sponsorship deal with Calisen.
Calisen has been revealed as Wigan Athletic Women’ team’s first principal partner, starting from the 2024/25 campaign.
The leading UK sustainable energy company has inked a three-year principal partner and shirt sponsorship agreement with the Lancashire Women’s County League side.
Wigan Athletic Head of Commercial Greg Coar, said, “We’re very excited that Calisen is our first Principal Partner for the newly formed Wigan Athletic Women’s Team.
We greatly look forward to the next three years with Calisen, who will help us to elevate women’s football in the region.”
Sean Latus, CEO of Calisen added, “We have a nearly three-decade long history in Wigan and many of our colleagues come from the community.Supporting its women’s football team’s first three seasons is an honour. I look forward to cheering on the team from the stands.”
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