Shorts: Watford Fc, Liverpool Fc, Verstappen

English Football League (EFL) Championship football clubs Birmingham City FC and Watford FC have both secured new partnerships with ticketing platform Seat Unique.

As part of the agreement, Seat Unique will power both sides’ premium ticket and hospitality sales through its online platform.

Birmingham and Watford have both confirmed a three-and-a-half year and three-year deals respectively.

Paul O’Brien, Commercial Director at Watford FC, said, “We are delighted to have partnered with Seat Unique, now one of the most recognisable brands in hospitality. At Vicarage Road we are always looking at our processes, and how to be more innovative and efficient. It is clear that Seat Unique are the perfect organisation to further enhance the club’s premium offering at Watford FC.”

Blues’ Commercial Manager, James Corrigan, commented, “We are delighted to have secured a partnership with Seat Unique for the next three-and-a-half years. Our partnership with Seat Unique will provide customers with flexible opportunities to book our premium offerings when and wherever they want to. We are proud to be associated with an innovative brand who are digitalising every aspect of the hospitality and the premium ticketing process.”

The club joins Seat Unique’s growing sports client roster that spans across football, Formula 1, rugby, cricket, and netball.

US interactive sports entertainment brand EA SPORTS has signed a partnership with Formula 1 world champion Max Verstappen.

The agreement will see the Oracle Red Bull Racing driver collaborate with the brand to create content across the EA SPORTS portfolio.

The deal also includes sponsorship with Verstappen for the 2023 season, with EA SPORTS branding featuring on the chin of his race helmet.

Andrea Hopelain, SVP of Brand for EA SPORTS & Racing, said, “Max is a tenacious competitor and true champion who shares a deep love of games and play.

“As he races into Formula 1 history, we are excited to collaborate with him as one of the best athletes in the world to bring more fans together through our EA SPORTS experiences.”

Max Verstappen, added, “Whether it’s playing games with my friends or staying competitive when away from the track, EA SPORTS has always been a big part of my life. EA SPORTS is an icon for so many millions of fans, and I’m proud to represent them for the 2023 season.”

Liverpool FC has become the first Premier League football club to achieve the British Standard Institution’s (BSI) certification to the sustainable events standard, ISO 20121.

To achieve the certification, the club’sSustainability Management System was audited by BSI, the business improvement and standards company, with the certification to ISO 20121 confirming the organisations’ sustainability commitment.

The club’s sustainability strategy, The Red Way, forms an integrated approach to sustainability, considering not only match-day activities but the operational framework around them.

Hannah Simpkins, VP of Club Operations at Liverpool FC, commented, “We are proud to achieve the sustainable event management certification. It is an amazing honour for the club and recognition for The Red Way strategy. This standard provides us with credibility in the approach we’re taking towards sustainability in sport. 

“It’s taken an incredible amount of work and effort from the LFC team to get this certification from BSI in place.

“We are very aware of the responsibility we hold as a global football club to help inspire and encourage positive behaviour change. With hundreds of millions of supporters around the world know we are in a strong position to help influence sustainable decisions in their day-to-day lives which is why its hugely important to us.”

Premier League football club Wolverhampton Wanderers Wolves has expanded its partnership with the Mander Centre, which become the club’s official retail partner.

The renewed partnership will build on the club’s long-standing relationship with the Wolverhampton-based shopping destination. The new deal will include sponsorship of Wolves Women, with Mander Centre branding featuring on the women’s first-team’s playing kit.

Russell Jones, Wolves’ General Manager for Marketing and Commercial Growth, said, “This expanded partnership is testament to the positive working relationship we have with the Mander Centre.

“While the city is going through a period of transition, it’s great to see the Mander Centre thriving, and welcoming lots of well-known retail brands to Wolverhampton.  I was really impressed with the atmosphere, and retail experience at Christmas, and I’d actively encourage fans that haven’t been for a while to stop by.

“I’m also delighted to see the Mander Centre support our women’s first team, who will become ambassadors for the centre.  These funds are vital to improve the infrastructure for Wolves Women as they continue their pursuit of WSL football.”

London-based football content and media company Footballco has appointed Joe Strange as UK Managing Editor for GOAL, its football media brand.

Strange joins Footballco from MailOnline where he was the Deputy Sports Editor, working for the UK-based publisher for almost a decade. 

Strange’s role at Footballco will be focused on managing news and feature content on the UK edition of GOAL, across both web, app, and social media.

Strange commented, “It’s great to be joining Footballco and have the opportunity to have an influence on GOAL’s presence in the UK and help to continue GOAL’s mission to bring fans closer to the players they love.

“I’ve been particularly impressed, especially during the World Cup, of the team’s use of social media, and expect to see platforms like TikTok and Instagram play a bigger role in fans’ consumption of news and feature content.”