Shorts: Singapore Marathon, Soccer Aid, Harrogate Town Afc,
Standard Chartered has renewed its title sponsorship of the Singapore Marathon for 2024, extending a partnership which has been running for over two decades.
This year’s event, set to take place on 29th November to 1st December, will see the return of the Ekiden category, where teams of five will complete sections of the course to reintroduce ‘excitement and teamwork’.
Patrick Lee, CEO, Singapore and ASEAN, Standard Chartered, said, “We are delighted to continue our partnership with Standard Chartered Singapore Marathon, the nation’s marquee running event which has grown from strength to strength. Through sports, we are able to play an integral role in building social bonds and community resilience. This year, we are focused on giving back and making the marathon an even more inclusive event for our community, colleagues and clients. With the re-introduction of the Ekiden race, a ‘Run-cation’ promotion, and the launch of a ‘5 km and Beyond’ employee challenge, we look forward to connecting Singapore’s diverse running communities, delivering yet another remarkable experience.”
Ahead of this weekend’s Soccer Aid charity football match, the event organiser has revealed three new partnerships with Huel, Lumi Therapy and The Walt Disney Company.
As part of its partnership with Huel, the plant- based food company will become a sleeve and back of short sponsor for the Soccer Aid 2024 World X1 team and provide players and staff with products during training sessions and on match day.
Julian Hearn, Founder and CMO of Huel, said, “Soccer Aid is an incredible event, and we’re excited to be a part of it. At Huel, we believe in making nutrition simple, accessible, and sustainable. Through this partnership, we are looking forward to sharing that message to a nationwide audience – as well as helping fuel players in the build-up to the match.”
Cold water therapy company, Lumi has become a supporting sponsor of Soccer Aid and its official ice bath partner.
As part of the agreement, athletes and celebrities will be provided with ice bath sessions during Soccer Aid’s training week, helping them to ‘optimise the benefits of their post session downtime.’
Gavin Teague, Co-Founder at LUMI Therapy, said, “We’re extremely excited to partner with Soccer Aid, allowing all participants to experience the benefits of cold-water therapy!
“Our ice baths are designed to offer the ultimate in comfort and technology, and we are confident that they will make a significant, positive impact during Soccer Aid training week.”
Finally, The Walt Disney Company is the third collaboration to be unveiled this week by Soccer Aid ahead of the event on Sunday 9th June.
The new deal will see the promotion of Disney and Pixar’s new film, Inside out 2.
Shane Horgan, Managing Director of Soccer Aid, commented, “We are delighted to join forces once again with Disney in support of Disney and Pixar’s Inside Out 2. The characters in the film resonate deeply with our values, especially Joy, which is at the heart of what we do at Soccer Aid.
“Soccer Aid is a celebration of the extraordinary impact that people can achieve when we come together for the greater good. Through the power of football and entertainment, it uplifts, invigorates and inspires hope.
“As always, we look forward to working with the team over the course of training week, in addition to matchday, on Sunday 9th June.”
EFL League Two Club Harrogate Town AFC has announced online fitness equipment provider Exercise as its stadium sponsor for the 2024/25 football season.
Moving forward, Harrogate Town AFC’s home ground will be known as The Exercise Stadium.
Over the past three years, Exercise has been the club’s match ball sponsor and its official sleeve sponsor. Most recently, Exercise served sponsor of Harrogate Town’s executive suite, which hosts thousands of hospitality guests.
Joanne Towler, Commercial Director of Harrogate Town, said, “David, Anita, and the team at Exercise have been wonderful supporters of our club for such a long time now, and we are absolutely delighted they are our new stadium sponsors.
“They, like us, are growing and both organisations share like-minded values and the timing couldn’t be better as we enter our fifth season in the EFL. We’d like to express our appreciation to Exercise for their continued support and commitment to Harrogate Town AFC.”
Cycling clothing brand Alé has been named as the official jersey supplier of the Lloyds Bank Tour of Britain.
As the official jersey supplier, Alé will provide the illustrious leaders’ jerseys for both the women’s and men’s races in 2024, with a green jersey for the race leader, blue for the queen of the mountains, red for the sprint leader and white for the best young rider.
Darren Henry, Commercial Director for British Cycling, said, “We’re delighted to welcome Alé on board as we begin our final preparations for the inaugural Lloyds Bank Tour of Britain Women next week, and I’m sure that the jersey designs will be popular with both our riders and the thousands of fans out on the roadside.
“Since launching our long-term vision for major events in February we’ve seen really positive interest from a broad range of brands from both within and outside of our sport, and we were delighted to name Lloyds Bank as our Title Partner for the events last month. These partnerships are vital to the success of this race, and we’re grateful to the team at Alé for the support they’ve shown us to deliver two great events in 2024.”
Data-driven sports marketing agency Two Circles has created ‘Two Circles College’ to professionalise and transform Name, Image and Likeness (NIL) for Student- Athletes and universities.
As part of the move, Nick Garner, former CEO of NIL marketing agency Every True Tiger Brands, will become Executive Vice President of the new collegiate business vertical.
Adam Davis, Managing Director, North America at Two Circles, said, “Our experience working with major rightsholders has enabled us to create a playbook that will elevate and transform the NIL experience in collegiate sports,
“Two Circles College brings a wealth of expertise from the professional and collegiate sports worlds, and our approach to content, data, and marketing will be transformative for student-athletes and their schools. We are absolutely thrilled to have Nick on board. His proven model in NIL marketing, coupled with our expertise, makes this the perfect solution for universities. We are confident that with Nick leading the charge, we will provide the essential support and opportunities needed to help student-athletes and universities maximize potential and thrive in this new era of collegiate athletics.”
Dame Sarah Storey has been elected as the new president of Lancashire Cricket
Britain’s most decorated Paralympian will assume the position previously held by Sir Howard Bernstein, who served in the role for ten years.
Andy Anson OBE, Chair, Lancashire Cricket said, “I am delighted to confirm that Dame Sarah Storey has accepted the Board’s nomination as the club’s new President.
“Sarah is an outstanding candidate for the Presidency. With a peerless record as Britain’s most successful Paralympian, she is an inspirational presence who has a proven track-record in high-performance elite sport and as a strategic advisor in a variety of public-facing roles.
“The Board looks forward to working together over the next two years. Having someone of Dame Sarah’s calibre and first-hand experience of high-performance elite sport on board will offer invaluable support to both our men’s and women’s squads.”
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