Shorts: West Ham, Leigh Leopards, Edelman

Hammers launch sustainable shirt swap

West Ham United have teamed up with principal partner Boyle Sports to launch a Shirt Swap initiative for fans, championing sustainability.

Ahead of the club’s home match against Newcastle United, a limited number of supporters aged 18 and over will be able to trade in any previous West Ham United shirt for one of this season’s new home shirts, free of charge.

The market stall will be hosted by former Hammers striker, Marlon Harewood. All shirts donated on the day will be recycled and repurposed by the club’s sustainability supplier, Birl.

Leopards spot new record apparel partner

Rugby League club Leigh Leopards have signed a club-record apparel partnership with new sports brand Debeau Performance. The three-year agreement represents a six-figure annual deal for the club.

As part of the partnership, Debeau Performance will become the exclusive supplier for all Leigh Leopards teams, as well as taking on the exclusive sponsorship of the club’s training range.

Neil Jukes, CEO, Leigh Leopards, said, “This is a very exciting time for the club and is something that has been developing for many months. We are really excited by the designs that have been created by the Debeau Performance head designer, who is also a Leigh Leopards fan, and his passion is there to see in the work he has created. 

Edelman launches dedicated UK sports division

Global communications firm Edelman has launched a dedicated sports division in the UK, named Edelman Sport. The new offer has been created in response to growing client demand and formalises the firm’s expanding work in the sector. The division will focus on helping brands promote and protect their reputation in sport, blending corporate reputation with brand strategy.

The launch follows a series of client wins, including European Football Clubs (EFC), multiple motorsports teams, and fitness brands. The team has previously worked with brands such as Heineken, Unilever, Ascot Racecourse, and delivered the Cannes Lions Grand Prix-winning Eternal Run campaign for ASICS.

Edelman Sport will be co-led by a cross-practice group including Corporate Director Fraser Walters, Brand Senior Director Nick Parnell, Strategy Lead Will Butterworth, and Talent & Content Senior Director Loulou Dundas.

Julian Payne, UK CEO, Edelman, said, “At Edelman we have long understood the delicate balance between promoting and protecting reputations and nowhere is this more in focus than the world of sport. In recent years, the reputations of teams, sponsors and governing bodies have become subject to much greater scrutiny as audiences grow ever larger around the world.”

GB Snowsport hits the big screen with Ocean Outdoor

The agreement will see elite ski and snowboarding action broadcast across Ocean’s UK digital out-of-home network. The announcement marks 100 days to the start of the Winter Olympics.

The partnership follows three seasons for GB Snowsport, in which its skiers and snowboarders have won 149 medals across multiple disciplines. The collaboration builds on Ocean’s existing sports partnerships, which include Team GB, ParalympicsGB, and Special Olympics GB.

Vicky Gosling, CEO, GB Snowsport, said, “Our skiers and snowboarders are writing an incredible story in the history of British snowsport, and we are delighted to partner with Ocean Outdoor to help bring those stories to the wider public“. This is an incredibly exciting season for everyone involved with GB Snowsport, with an Olympic and Paralympic Games on the horizon, and we’re hugely looking forward to working with the team at Ocean Outdoor throughout what promises to be a momentous year.”