Shorts: Wrc, Pepsico, Womens Euros
British multinational oil and gas company Shell has extended its long-standing partnership with Hyundai Motorsport to remain the title sponsor and technical partner of the FIA World Rally Championship (WRC) outfit for a further three years.
The two companies formed their WRC relationship ahead of Hyundai Motorsport’s debut WRC season in 2014 and have collaborated ever since, celebrating two manufacturers’ titles together, in 2019 and 2020, as well as its most recent victory in Rally Italia Sardegna, the first for the all-new Hyundai i20 N Rally1 car.
Over the past eight years, Shell has supported the team across several iterations of technical regulations, including some of the most advanced cars in the WRC. Shell and Hyundai have cooperated across the sweeping changes in 2017 and, more recently, the introduction of new hybrid technology for 2022.
Hyundai Motorsport President, Sean Kim, said, “Shell has been with us since the very start of our WRC journey. It is testament to the strength of our working relationship that we can extend the partnership for three more years. While our two companies share a corporate relationship, our WRC collaboration has technical development at its core.”
American food and beverage corporation PepsiCo, via its global brands Pepsi MAX and Doritos, has announced a new partnership with Women in Football, a network of professionals supporting women in the game, which aims to attract, inspire, and improve the representation of female football coaches across the UK.
As part of the year-long commitment, Pepsi MAX and Doritos will sponsor 45 aspiring female coaches on the Football Association’s ‘Introduction to Coaching’ course, which aims to open the door for talented women across the country to build careers in football.
Kelly Simmons OBE, Director of Women’s Professional Game with the FA, said, “The game is on a tremendous growth trajectory, and it is critical that we help to identify and support more female coaches who can inspire girls and women to play, enjoy and excel in football. The partnership between Women in Football and PepsiCo is a really exciting development for the women’s game.”
London-based creative agency WeAreFearless has announced the launch of its dedicated women’s sport division which will aim to will help brands, rights-holders and sponsors solve business problems and unlock new value by creating fresh opportunities to push women’s sports forward.
The team will be led by Women’s Sport Directors, Rebecca Sowden and India Thomson.
Sowden commented, “I’m a big advocate for the need for sponsors to take bold action to fast track Women’s Sport to its rightful place. And I believe WeAreFearless are uniquely placed to do just that.”
Social media platform TikTok is teaming up with London-based football media business COPA90 to bring fans a local guide to watching the UEFA Women’s EURO 2022 matches across the host cities, from Brighton all the way up to Wigan, with the COPA90 Road To Wembley. The tournament kicks off today (6th July) with England facing Austria at Old Trafford.
The content will sit within a COPA90 Road To Wembley hub on TikTok’s platform, grouping relevant content together to make it easy for TikTok’s community to access it during the tournament. The bespoke hub will include exclusive content, local knowledge and tournament tips.
