Shorts: Sunderland Afc, Unlimited, Surrey CCC
EFL Championship club Sunderland and Danish sportswear brand Hummel have signed a multi- year kit supplier partnership.
The two organisations first partnered back in 1988 for six years, seeing through SAFC’s historic 1992 FA cup run to Wembley Stadium.
The return of the collaboration will see hummel become the club’s new technical kit partner from July 2024, marking the end of a four- year partnership between Sunderland and Nike.
As per the deal, hummel is set to deliver bespoke playing kits and training wear for the club’s men’s, women’s, and academy teams, and to SAFC supporters around the world.’
David Bruce, Chief Brand and Commercial Officer, SAFC, said, “We have been working on this agreement throughout the season and we are delighted to welcome hummel back to Sunderland. Although multiple global brands expressed an interest in SAFC, our ownership group made it clear that any agreement had to be fully bespoke and custom to our club. hummel shone through from day one, demonstrating an understanding of Sunderland that fully embraces our culture and our future.
“We are thrilled with the collections planned for this summer and beyond, with further developments to our retail and servicing operations also being finalised. Our fans deserve the best and this agreement represents that – it’s for our people, our club, and our city.”
UK agency group Unlimited has been acquired by IT and services company Accenture.
Unlimited will become part of tech- powered creative group Accenture Song to ‘enhance Accenture Song’s ability to scale its offerings and unlock greater value from generative AI’.
Chris Mellish, Chief Executive, Unlimited Group, said, “We have found a home where both our people and our clients can continue to thrive in an organisation that has its eye towards shaping the future of our industry. We can’t wait to see the positive impact we’ll be able to make on our clients together.”
Sohel Aziz, UK, Ireland and Africa lead, Accenture Song added, “We have a shared vision for the future of CRM combined with the power of generative AI to enable the delivery of ever more relevant and impactful customer experience. Our values are wholly aligned, and we look forward to creating value and growth for our clients together.”
The Kia Oval, the home of Surrey County Cricket Club, has agreed a five-year partnership with Heineken UK.
The collaboration will see beers from Heineken-owned brand Brixton Brewery available to Surrey’s fans across five Brixton branded bars as well as a Brixton- led fan village for major matchdays within The Kia Oval.
Heineken 0.0 will also be available for the first time on draft in 17 locations across the stadium.
Steve Elworthy, CEO at Surrey County Cricket Club, said, “Our community is so important to us here at Surrey and The Kia Oval. Whether it’s homegrown talent representing the Club on the pitch or beers in the hands of our visiting fans brewed just down the road, we’re so proud to showcase the very best of the local area.
“With Brixton Brewery, alongside the other top-quality products from Heineken, we’re looking forward to welcoming supporters through the gates at The Kia Oval to give them the best experiences at the venue.”
Sporting Group International has appointed Ian Dutton in a newly created role of UK Managing Director.
Ian Dutton joins Sporting sports agency from Birmingham City FC, where he most recently served as Managing Director, and was previously Chief Commercial Officer.
Ian Dutton said, “Sporting Group International has disrupted the sports partnerships market in the right way since the firm was founded eight years ago.
“Its experienced team have an exceptional ability to not only build relationships with brands and sports rights holders but bring them together when ambitions and objectives are shared. Their commitment to integrity and ethics in this area is unrivalled.
“I’ve thoroughly enjoyed the last 17 years leading a commercially driven and world-renowned football club, in Birmingham City, and I’m so grateful to everyone who made my time at St Andrew’s so special. However, I’m very excited by the next challenge and I’m incredibly honoured that Adrian and the board have appointed me to help realise its global expansion plans.”
Warner Bros Discovery (WBD) and Supertri have agreed a broadcast rights partnership covering all events in 2024.
The agreement begins with the Supertri E World Triathlon Championships, which takes place at the London Aquatic Centre on Saturday 13th April.
As part of the agreement, all Supertri events will air on Eurosport and the Discovery+ streaming platform across Europe. On-demand content will also be available.
Michael D’hulst, CEO and Co-Founder of Supertri, said, “Supertri has truly turned triathlon into a spectator sport with fast, technical and tactical racing on stadium-like courses in iconic locations, and our broadcast product, with exciting racing and storytelling all packed into a two-hour broadcast window is proving perfect for a modern audience.
“Warner Bros Discovery have been excellent partners with their belief that this is the future and by helping to deliver supertri’s racing to as wide an audience as possible.”
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