Shorts: World Snooker Tour, Edgbaston, Saints

The World Snooker Tour (WST) has announced Unibet as the new lead partner for snooker’s British Open, which is set to take place in Cheltenham this September.
 
The Unibet British Open is set to run from Monday 23rd September to Sunday 29th September at the Centaur Arena at Cheltenham Racecourse.
 
Peter Wright, WST’s Chief Commercial Officer, said, “We are thrilled to work with Unibet for the first time as we know they share our passion for sport. They are an innovative brand, always looking to help fans enjoy sport in a safe and responsible way. The British Open is an outstanding event on our calendar and the line-up is incredibly strong. It will be an exciting week in Cheltenham, and we look forward to working alongside Unibet.”

Edgbaston Stadium, home to Warwickshire County Cricket Club, has renewed its partnership with ticketing technology firm Secutix.

Edgbaston’s new multi-year deal with Secutix, a collaboration that has been running since 2019, will start from the 2024/25 season and see the introduction of S-PAY, Secutix’s omnichannel payment tool. 

The agreement also includes the continued use of Secutix’s S-360 SaaS platform and its digital ticketing app, TIXNGO.

Adam Lowe, Commercial Director at Edgbaston, commented, “We want Edgbaston to be in the top tier of UK sporting properties. Significant strides have been made towards this since working with Secutix, and that’s been during a period of change in the cricket landscape.

 “Going forward, the better we understand fans attending the stadium, the more we can keep improving what is already one of the best guest experiences in the country. That’s across general admission, hospitality, and the wide range of conferencing and events, including community events, that we host. We also want to maximise the opportunities that will come as we continue to redevelop Edgbaston. 

“With the Edgbaston Plaza community space outside the stadium, improved hospitality suites and plans for a new hotel on site, Secutix is the right partner to underpin our long-term ambitions.”

Southampton have revealed Monster Energy as the club’s official energy drinks partner for the 2024/25 season.

The US energy drinks company was previously a partner of the Saints between 2019 and 2023, and has once again partnered with the team for their return to the Premier League.

Under the previous deal, fans were able to compete with Southampton players in the Fifa video game on the big screens at St Mary’s, the team’s 32,384-seat home.

Through the new agreement, Monster will receive visibility throughout the stadium, including on pitch-side LED  screens.

The fan-oriented collaboration will also include ‘truly unique experiences’ for the club’s supporters.

“We are extremely excited to be partnering once again with Southampton, a club with a passionate fanbase that Monster Energy can continue to excite and engage through authentic and value-added experiences throughout the season,” said Nick Watson, Sports Marketing Director at Monster Energy.

2024 ABB FIA Formula E Teams’ world champions Jaguar TCS Racing has agreed a new partnership with sustainable sportswear brand Reflo.

Reflo become the team’s official teamwear supplier as part of the deal, with the new line to be worn and available from Season 11 of the ABB FIA Formula E World Championship.

James Barclay, Jaguar TCS Racing Principal and JLR Motorsport Managing Director, said,“Whilst we are still celebrating our Teams’ World Championship title win, we will soon begin our preparations for our next season in the pinnacle of all-electric racing with our most advanced race car yet. For next year, we wanted to partner with a teamwear provider who matched the same level of performance, quality and sustainability – and Reflo deliver exactly that.

“Our partnership with Reflo provides our team, drivers and fans sustainable apparel and accessories without compromise on performance, quality and design. This partnership underscores our commitment to sustainability, ensuring that every piece not only performs exceptionally but also supports our mission for a greener future. We’re looking forward to working with the team at Reflo and having their support going into Season 11 and beyond.”