Shorts: The Boat Race, Csm, Crystal Palace

The Boat Race has announced a multi-year partnership with global asset manager T. Rowe Price.

The annual Boat Race between Oxford and Cambridge Universities is a longstanding fixture of the UK sporting calendar, with the 168th men’s race and 77th women’s race taking place on 26th March 2023.  

As the new official investment management partner, T. Rowe Price will collaborate with The Boat Race through events, competitions, charity support and community engagement.

The Boat Race Company Limited (BRCL) Chair, Tim Senior, said, “We are delighted to welcome T. Rowe Price as our Official Investment Management Partner. This new partnership reflects not only the enduring appeal of The Boat Race but our shared values. This testifies to T. Rowe Price’s vision, commitment to excellence and pursuit of long-term goals. We look forward to working with them.”

London-based agency CSM Sport & Entertainment (CSM) has entered into an exclusive agreement with the Major League Baseball (MLB) team Texas Rangers to secure a corporate partner for the team’s home and road jerseys.

Starting from the 2023 season, MLB clubs may wear a sponsor logo patch on the sleeves of all home and road jerseys after it was agreed in March 2022.  

CSM will represent the Rangers exclusively in the marketplace. The global agency claims it will use its ‘in-house partnership development expertise, global reach, and data-led approach’ to identify and secure the right partner for the Rangers.

Jim Cochrane, Executive Vice President, Partnerships & Client Services, said, “The Texas Rangers are delighted about entering into this agreement with CSM.

“Securing the most appropriate jersey patch partner is a priority for us, and we believe that CSM’s experience and expertise makes them the right company to achieve this goal.”

Premier League football club Crystal Palace FC has become the first football club to join WeAre8, a brand-new social app that focuses on reduces online abuse.

On the platform, users can donate to charities supporting people, animals and the planet, earn payments from watching adverts and post in a space that has zero tolerance towards hate. 

From today, Crystal Palace will publish content on their 8profile which will be amplified across the platforms’ global ‘8stage’ – WeAre8’s dedicated content feed that is both algorithm and ad free.

Meanwhile, Palace For Life Foundation will be added to the app’s list of charitable impact partners, meaning people can pay forward payments generated from watching adverts, directly to the foundation.

24 Hours of Le Mans, the world’s oldest active endurance race, has announced a new partnership with fashion brand Bershka.

The deal, which will see the two organisations launch a new apparel and accessories capsule collection, was brokered by Le Mans’ exclusive licensing agency IMG.

Mickael Andreo, Vice President of Licensing, IMG, said, “Over the last hundred years, the 24 Hours of Le Mans has become synonymous with innovation and originality, continuously shaping new trends in technology, racing and fashion. We are delighted to build on this enduring legacy and partner with Bershka to launch a special collection that gives new and existing fans a taste of Le Mans’ distinctive vintage aesthetic.”