Shorts: Brentford, Utilita Arena, West Ham

Premier League football club Brentford has partnered with tourism board Visit Tampa Bay.

Following the Bees visit to the US for the inaugural Premier League Summer Series, the club has partnered with Visit Tampa Bay.

As per the deal the Florida destination will takeover a matchday in the new year and a number of fan activations will be organised throughout the season.

Adam Ward, Head of Partnerships at Brentford FC, said, “After the success of the team’s recent visit to the US, we’re really excited to partner with Visit Tampa Bay and have a whole host of activities planned throughout the season for our UK and growing US fanbase. We’re proud that Visit Tampa Bay have chosen to partner with Brentford FC to share their story about their cultural heritage and huge variety of things to do when visiting. It’s fantastic that this partnership will give something back to our fans.”

Santiago C. Corrada, President and Chief Executive Officer of Visit Tampa Bay, added, “We are proud to partner up with Brentford FC and we are very excited about being part of a positive, successful season. We’ve been impressed with the club and particularly with the loyalty and love felt for Brentford FC from their fans across the world and we look forward to a long and fruitful partnership– as we bring our story to the Premier League and Brentford FC brings their story to Tampa Bay and US football fans.” 

Utilita to rename the Cardiff International Arena.

Electricity and gas supplier Utilita Energy has acquired the naming rights to the Cardiff International Arena.

The 7,500-capacity events venue will now be officially known as the Utilita Arena Cardiff.

The arena, which is owned by entertainment giant Live Nation UK, opened in 1993. In 2011 it was officially renamed Motorpoint Arena Cardiff after the car sales company struck a sponsorship deal with the venue’s owners.

The venue has hosted a multitude of major sporting events including world title boxing bouts involving Joe Calzaghe, the Welsh Open Snooker Championship, and PDC darts events.

Utilita’s charity partner, Utilita Giving, will also play a key part in the new deal, locally supporting those impacted by fuel and food poverty through fundraising, grants and expert advice.

Jem Maidment, Chief Marketing Officer at Utilita, said, “It’s an absolute honour to see our name above the door to one of the UK’s greatest venues. As well as providing our customers here with fantastic opportunities to see some world-class shows, we will use this partnership to become a staple part of the local community.”

Graham Walters, Chief Operating Officer of Live Nation UK, said, “We’re delighted to welcome Utilita Energy as our naming rights partner for Cardiff International Arena. We’re looking forward to working together to develop and strengthen new relationships in the city through this exciting new venture.”

Premier League football club West Ham United has announced a new partnership with tyre brand TOMKET Tyres.

The partnership will see TOMKET messaging delivered across the club’s state of the art LED pitch side perimeter advertising system. The company will also benefit from digital and hospitality rights to engage with current and prospective customers on West Ham United matchdays.

The Czech Republic-based tyre manufacturer will use the partnership to connect with the West Ham United fanbase and provide fans with opportunities to experience matchday hospitality packages and win signed merchandise via the official TOMKET social media channels.

Nathan Thompson, Chief Commercial Officer of West Ham United, said, “We are really pleased to be partnering with TOMKET at a time of exciting growth and expansion for them. Through our global audience, we will support their push into new territories around the world, as well as growing their awareness in the current market.

“In a competitive tyre market, they have shown a clear dedication to be an industry leader which aligns with our vision as a club to continue pushing boundaries both on and off the pitch.” 

Radek Grill, Founder and Chief Executive Officer of TOMKET, added, “Partnering with West Ham United will play a key role in solidifying our position as a market-leading tyre brand.

“On a personal note, seeing West Ham United win their UEFA Europa Conference League trophy in my home country with two Czech Internationals on the pitch was very special.

“I look forward to working with the club in continuing to grow TOMKET’s profile both in the Czech Republic and on a global scale.”

Matchroom Boxing has announced the launch of CANVAS, a brand new lifestyle journal that celebrates the beauty of boxing both in and outside the ring.

In the first edition of CANVAS, two-time world heavyweight champion Anthony Joshua reveals all about his ‘soul searching’ mission following his recent knockout of opponent Robert Helenius.

Others stars featured in the first edition include Katie Taylor, Ariel Helwani and Ramla Ali.

Eddie Hearn, Chairman of Matchroom Sport, said, “Boxing can be the Wild West at times. So it’s very  easy to forget what made you fall in love with the sport to begin with.

“The idea behind CANVAS was to just get back to the roots of being a fan. In a world where  everything is so instant and nobody’s got any time, it’s good to slow down now and again. This  magazine is about creating a place to tell different stories and celebrate boxing. The sport gets a bad  rep now and again, so it’s nice to remind people what makes it so great.

“At Matchroom, we always aim to keep setting standards and breaking new ground, so this is our  response to something we felt was missing from our great sport: a beautifully made, brilliantly written  print lifestyle magazine.”

Tom Cockram, CANVAS Creative Director, added, “With CANVAS, we’ve strived to bring together the  raw essence of boxing and the stories behind the sport. Every page is a testament to the collective  talent and dedication of the team. Here’s to a new chapter, and we hope it resonates with every  reader.”

Rugby equipment manufacturer Aramis Rugby has signed a five-year deal with Fiji Rugby Union to become the nation’s official training equipment partner and scrummaging supplier.

The partnership will see Aramis exclusively supply the team with a range of training equipment.

As well as the National Men’s side, Aramis’ equipment will also be supplied to Fiji Airways Fiji 7s and Fiji Airways Fijiana 7s and Vodafone Fijiana 15 teams, to be used during training and pre-match warmups for the home and away fixtures. Aramis will also support Fiji Rugby’s pathway teams and the equipment will be used to further develop the community game in the nation.

Aramis’ relationship with Fiji comes off the back of partnerships with other national rugby federations, including the Italian Rugby Federation and Samoa national team.

Simon Raiwalui, Head Coach of Fiji, said, “I, on behalf of the FIJI Water Flying Fijians coaches, management and players, would like to acknowledge Aramis for their kind support towards us and Fiji Rugby as whole. The equipment supplied will certainly assist us in preparing for 2023 Rugby World Cup in France.”

Vikas Mahajan, Founder and Chief Executive Officer of Aramis Rugby, added, “It’s a great honour to be able to join the exciting journey of a great rugby nation like Fiji, ahead of this year’s Rugby World Cup. Fiji has a proud and successful history within the sport, and we are confident that working with Aramis will provide the Flying Fijians with the opportunity to compete even more on the biggest stages of global rugby.”

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