Shorts: UK Athletics, Wales Netball, Ulster

UK Athletics has appointed Sportsbeat and PRTNR Strategies to deliver a ‘comprehensive content, digital, communications and PR brief’.

PRTNR, the newly formed communications division of Beat Media Group, will team up with content and syndication specialists Sportsbeat to deliver an integrated solution that will produce content to channels owned and earned.

The brief also includes activities at next year’s World Athletics Indoor Championships in Glasgow and the 2026 European Championships in Birmingham, as well as auditing and revising the digital strategy for UK Athletics’ social channels.

The two agencies, both part of Beat Media Group, have previously worked with Team GB, The Open, FIFA, Six Nations Rugby and the National Lottery.

Jack Buckner, Chief Executive Officer of UK Athletics, said, “We are delighted to announce this partnership today which will ensure exciting and engaging digital output across our channels.  UKA have enjoyed working with the Sportsbeat brand over the last 20 years, and more recently that relationship has grown as they have supported our content output throughout our events and also at championships.

“We are looking forward to telling stories and working with athletes more closely to promote them and their channels to grow the athletics audience.”

James Parsons, Managing Director of Beat Media Group, added, “There is no more diverse and inclusive sports team competing on the international stage than UK Athletics and we’re looking forward to telling those stories.

“This is a long-term partnership using our full range of PR, content and syndication services. We’re delighted UK Athletics has joined our roster of blue-chip sporting clients.”

Wales Netball has partnered with law firm Hugh James in a new relationship that will aim to ‘drive participation and equal playing opportunities for women and girls.’

The deal sees Hugh James support the Welsh Feathers ahead of the upcoming Netball World Cup in South Africa and contributes funding that will go towards delivering a World Cup legacy project to increase participation across South Wales communities.

As official community partners, the Cardiff-headquartered law firm will also support Wales Netball’s Fit, Fun and Healthy Camps focused on tackling barriers to participation with free lunches and period products, as well as bringing added equipment and coaching resources to communities in Wales.

Joe Purcell, Director of Business Development and Marketing at Hugh James, said, “We are thrilled to be working with Wales Netball to support their upcoming World Cup and their inclusive legacy project beyond. The Fit, Fun and Healthy initiative addresses the real challenges families face when accessing extracurricular sports for young girls. The project will help deliver an important community impact in South Wales, where our firm is headquartered, and many of our employees call home.

“The World Cup is an exciting springboard to promote a game for all, and we are looking forward to working together. On behalf of everyone at Hugh James, we are especially proud that our Paralegal Zoe Matthewman will be with them on that journey, going further to inspire participation in the sport for the next generation.”

Vicki Sutton, Chief Executive Officer of Wales Netball, added, “We are thrilled to have such a supportive partner in Hugh James. In a climate where many people just talk about women’s sport in a positive manner it is wonderful to have a firm actually invest in what we are doing and truly show their support. The fact that Hugh James are interested in both Performance and Participation Netball is such a welcome sight and will really allow us to make meaningful impact in both pathways.”

Ulster Rugby has agreed a one-year extension with building materials company Kingspan.

Long-term partner Kingspan will remain on Ulster Rugby senior men’s jersey for the upcoming 2023/24 season.

The Irish-owned business has an existing 10-year contract with the club until the end of the 2023/24 season for the naming rights of Kingspan Stadium.

However, there has been extensive backlash on the partnership between Ulster Rugby and Kingspan due to the latter’s involvement in the Grenfell fire.

Previously the UK government wrote to Ulster Rugby asking it to reconsider its relationship with Kingspan after an inquiry into the 2017 Grenfell fire, in which 72 people died, criticised Kingspan’s business practices.

Norwich City Women has announced a back-of-shirt partnership with The Harper Hotel.

The partnership will see fourth-tier football team adorn The Harper’s logo on the back of its matchday shirts.

Flo Allen, General Manager at Norwich City Women, said, “We are delighted to welcome The Harper hotel as our official back of shirt partner.

“Upon visiting the hotel and from early discussions with both Sam Cutmore-Scott & Sara de Velasco from The Harper hotel, it was obvious the passion and enthusiasm they have for developing women’s football in Norfolk.

“This partnership underpins the alignment between The Harper, a hotel that places Norfolk, history and imagination at the heart, and our football club, extending a special connection between sport and our local community.

“Everyone at the football club is looking forward to welcoming The Harper hotel to The Nest and Carrow Road this season.”