Shorts: World Snooker Tour, Everton, B-Engaged

World Snooker Tour (WST) has announced sports betting brand OlyBet as its new European betting partner for the 2024/25 season.

The WST has described the new partnership as having a ‘specific focus on innovative activity at snooker’s biggest invitation event, The Johnstone’s Paint Masters.’

OlyBet will benefit from table-side branding and a presence at Alexandra Palace in London to engage with fans when at the Johnstone’s Paint Masters, part of snooker’s historic Triple Crown Series, takes place in January 2025.

In addition, snooker player Jack Lisowski will join OlyBet as an ambassador this season to ‘create engaging content’, along with professional player and coach Micheal Holt and the current world number ten Gary Wilson. 

WST’s Chief Commercial Officer Peter Wright, said, “It’s exciting to team up for the first time with OlyBet, an inventive brand which has some fantastic partnerships in sports including football and golf. We look forward to collaborating with the OlyBet team and their new ambassador Jack Lisowski, known for his flamboyant style which will fit perfectly with their content strategy.”

Corey Plummer Chairman and CEO of OlyBet Group, added, “Partnering with WST will bring the excitement, history, and personality of world-class snooker closer to Olybet’s communities. OlyBet is known for grand activations, up close access and delivering memorable moments through sports. The WST captivates its traditional base and inspires a new generation of fans with the world’s best players. This will be an exciting partnership.”

Everton have announced a multi-year partnership with Ukrainian vodka brand Nemiroff.

Nemiroff becomes the Toffees’ new official premium vodka partner, which grows the vodka brand’s Premier League portfolio following similar deals with West Ham and Fulham.

The partnership will see Nemiroff ‘engage with Everton fans through exclusive and immersive experiences’, while the company will benefit from exposure through pitchside LED advertising and on the big screens at Goodison Park.

Richard Kenyon, Chief Commercial and Communications Officer at Everton, said, “We are pleased to welcome Nemiroff to our growing partnership portfolio.

“Nemiroff is a well-established and growing vodka brand and we look forward to supporting their continued growth during the course our partnership,.

“I’d like to thank Nemiroff for choosing to partner with Everton and our partnerships team for securing this exciting new deal for the club.”

Premier League football club Leicester City has announced that it will not be affected by its front-of-shirt sponsor, BC.Game, declaring bankruptcy.

BC.Game signed a $40m (£31.6m) two-year contract in the summer in what was billed as the club’s biggest-ever such deal. But there was concern this week when news emerged that the online gambling site had been declared bankrupt by a court in the Caribbean nation of Curacao, where it is registered.

In a statement, the Foxes claimed that they had received assurances from BC.Game that there are ‘no concerns with their financial standing’ and that they are ‘committed to their financial obligations, including to the club’.

Prematch, a digital platform focused on grassroots football, has appointed global sports marketing agency B-Engaged as its UK sponsorship partner.

B-Engaged will be responsible for ‘developing and executing the go-to-market strategy that enables brands to integrate seamlessly into Prematch’s platform, enhancing the footballing experience at a local level.’

This partnership marks a signicant step for Prematch’s expansion into the UK market, following collaborations with major brands including adidas, and Gatorade, in the German market.

Ehsen Shah, CEO of B-Engaged, said, “At B-Engaged, we’re committed to exploring new and innovative ways for brands to reach sporting audiences and we’re excited to be partnering with Prematch to develop their sponsorship model here in the UK. Grassroots football has long been at the heart of everything we do and we look forward to creating meaningful opportunities for brands to engage with communities through this innovative platform.”

Prematch isbacked by high-prole investors including Serge Gnabry and the family of football icon Jürgen Klopp.

Saracens have announced the extension of Saracen Women’s partnership with Cavendish Brooke into a sixth season.

The London-based financial planning consultancy firm will benefit from branding displayed on the back of the playing jerseys for the Saracens women’s team.

Cavendish Brooke will also be providing players and staff with financial planning advice to help with planning for the future.

Saracens Group CEO Mark Thompson, said, “Cavendish Brooke is the longest standing club sponsor dedicated to supporting our women’s squad.  They are truly invested in our evolving strategy for our women’s team, which places our athletes at its core.  We could not be more grateful for their expertise and look forward to extending this into the future.”