Shorts: Stokes, Soccer Aid, Special Olympics
England cricketers Ben Stokes, Stuart Broad, and Jofra Archer have invested into immersive cricket experience Sixes Socials Cricket.
Ahead of its US expansion, Sixes Social Cricket has secured investment from 4CAST Investment Group, which will aim ‘to drive future growth and innovation for the social entertainment brand.’
The new partnership accelerates the sports tech and hospitality brand’s vision of opening the sport up to as many people as possible.
Ruari Bell, 4CAST Director, said, “4CAST is the first athlete-led entrepreneurial collective of its kind. Since its establishment in 2021, our organisation has provided a corporate avenue for internationally acclaimed athletes to venture into business and investment opportunities alongside their high sporting careers.”
Calum Mackinnon, Sixes Chief Executive Officer, added, “One of our founding beliefs at Sixes is that sport and hospitality hold an unrivalled ability to unite and connect people for good, and good times shared. We look forward to sharing and building this next phase of the Sixes journey with 4CAST and their athletes.”
Stuart Broad, England international, commented, “We are delighted to announce our partnership with Sixes. As one of our early investments, we believe Sixes is a fantastic concept that brings new experiences and innovations to cricket, whilst attracting new people to the sport. We are all excited to be part of its growth and development, particularly with the launch in the USA this June.”
Charity football match Soccer Aid for UNICEF has announced M&S Food as its latest partner for the 2023 game.
This is the first time M&S has partnered with Soccer Aid for UNICEF, and this year’s sponsorship will see the company provide snacks and drinks to the talent, during training week and the matchday.
The match takes place on Sunday 11th June at Old Trafford and will be broadcasted live on ITV and STV.
Sharry Cramond, Marketing Director M&S Food and Hospitality, said, “As a proud partner of UNICEF already and the home nations football teams, it felt like a natural decision to become a partner of Soccer Aid for UNICEF. We’re big admirers of the match and it’s fabulous to see two of our ambassadors taking part for the charity. Hopefully our Eat Well food can help fuel them for the big game and we wish Tommy and Paddy the best of luck!”
Kenneth Shepherd, Founder of Soccer Aid for UNICEF, added, “We’re thrilled to have M&S Food on board this year and welcome them to the Soccer Aid for UNICEF family. We believe this is the start of a fruitful working relationship and we look forward to them attending their first training week and big event on Sunday 11th June, at Old Trafford.”
Special Olympics Great Britain has secured a new two-year partnership with Toyota (GB).
The Japanese car manufacturer becomes the charity’s official mobility partner, which in turn is aimed at helping the charity ‘build more sporting opportunities for people with intellectual disabilities across England, Scotland and Wales.’
Toyota has been a partner of special Olympics Eurasia since 2017.
The new agreement will help over 80 athletes who will take part in the Special Olympics World Games, taking place from 17th to 25th June in Berlin.
Additionally, Toyota has partnered with LADbible Group, one of the world’s largest social publishers, on unique social media content to celebrate and showcase the talents of Special Olympics GB athletes to a young audience, as they prepare to compete at Berlin 2023.
Colin Dyer, Chief Executive Officer of Special Olympics GB, said, “Toyota has a strong association with our work through its long-standing relationship with Special Olympics Eurasia and its initial Fan Zone and outdoor campaign will elevate the profile of our athletes ahead of their participation at the Special Olympics World Games.
“However, the support from Toyota goes way beyond this and will play an instrumental role in developing our sporting opportunities, which can help transform the lives of people with intellectual disabilities in England, Scotland and Wales.”
Cloud technology company Babble will become the official title partner of Ride Across Britain.
Threshold Sports, a UK mass participation events agency, has confirmed the deal will span across four years.
The Ride Across Britain was founded in 2010 and accommodates 800 cyclists who cycle from Land’s End to John O’Groats – 980 miles, in just nine days.
Nick Tuppen, Chief Executive Officer at Threshold Sports, said, “Matt Parker and the Babble team have been part of the fabric of RAB for the last decade. This long-term partnership enables us to grow both the event’s and Babble’s impact as a force for good in society. We can’t wait to welcome the next 800 riders to Land’s End in September 2024 and continue building the Babble RAB community both in person and virtually before then.”
Matthew Parker, Chief Executive Officer at Babble, added, “Ride Across Britain is an event I, and the rest of the Babble team, have always been proud to be associated with, and so the opportunity to take on the role of Title Partner and ride it as Babble Ride Across Britain is a very proud moment.”
Warrington Wolves has announced a new partnership with wearable infrared performance clothing brand KYMIRA.
The deal will see KYMIRA become Wolves’ official recovery partner, supporting the full senior squad by providing solutions and alternative ways to minimise any chances of injury, accelerate recovery and reduce any stiffness or soreness from travelling to the respective grounds throughout the season.
Ade Gardner, Head of Performance at Warrington Wolves, said, “We are delighted to have Kymira come on board as the official recovery partner of the Wolves. The team are I hopeful to see the enhanced recovery benefits of Kymira reflected in on field performance over the next 12 months.”
Tim Brownstone, Founder and CEO of KYMIRA, added, “We are very excited to become the official recovery partner for Warrington Wolves. This particular partnership has been a long time in the making as Warrington were the very first professional team to engage with KYMIRA, nine years ago. The team and I are extremely committed and determined to help the players enhance their performance and recovery in what we know is an incredibly demanding sport.”
