Shorts: Yrds, Wru, Luton Town

YRDS, a new UK creative marketing agency servicing brands and talent in the sports industry has officially launched.

YRDS has described itself as an agency that ‘exists to challenge how brands can use marketing to better access and utilise assets in sport, to be part of the fabric of fan culture’, as well as helping talent be ‘better represented commercially to build their profiles and grow their fanbases.’

The agency’s core services will include creative strategy, content creation, marketing, sponsorship activation, social media management and commercial partnerships.

Co-Founder, Dan Underwood, said, “We wanted to bring together a collective of like-minded and experienced individuals, who want to challenge the sports market.”

Co-Foudners, Jono Yates and Stefan Wesson, added, “Like many others, we wanted to positively change how the icons we worship in sport and entertainment are represented in media. So, we came together to create a new offering that is focussed on being more human with more personality and authenticity.”

Co-Founder, Natalie Pinkman, added, “I’m really excited to be launching this new agency, the landscape of sport, commercial and content is changing and there is absolutely a need for more support on and off the track in motorsport. Also, I’m passionate about using the skills in this business to help more female athletes better market and commercialise themselves.”

The Welsh Rugby Union is considering extra fixtures to be played at the Principality Stadium next season in a bid to boost revenue.

A Wales match against a Barbarians side is being planned for the opening weekend of November, a week after the World Cup final in Paris. It is also reported that English Premiership clubs Bristol Bears and Gloucester may play a league game at the home of Welsh rugby, it would be the first time an English league derby would be held in Wales’ national stadium.

The Principality Stadium will host Wales’ two World Cup warm-up games against England on 5 August and world champions South Africa two weeks later.

The stadium would usually host four autumn international games in November, however that does not occur in a World Cup year with the tournament starting in France in 53 days. The suggested extra games would help the Welsh Rugby Union (WRU) create more money to help with turnover.

The autumn international games are set to be scraped altogether as SANZAAR and SIX Nations Rugby are working together to bring to life a new international rugby competition that will be played in the existing July and November test windows.

Newly promoted Premier League football club Luton Town has two new additions to its partnership roster.

The more significant of the two deals is a partnership with mobility super app FREENOW that will become the club’s first official shirt sleeve partner.

As part of the deal, FREENOW – that will also become the Town’s official mobility partner – will benefit from its branding on the sleeves on the home, away and third shirts.

Chris Bell, Commercial Director of Luton Town, said, “For the first time in the Club’s history we are able to welcome a permanent sleeve sponsor and it gives us great pleasure to welcome FREENOW for the forthcoming Premier League season.”

The club also announced global travel and leisure company TUI as the new training wear sponsor for the upcoming Premier League season. TUI’s iconic smile logo will feature across the front of the tops for training as well as those used during pre-match warm-ups.

The deal extends across the club’s youth and women’s teams.

Richard Sofer, Commercial and Business Development Director at TUI, added, “Many of our employees are from Luton or the surrounding areas, and many of us watched in awe last season as the club got their well-deserved premier league promotion.

“We couldn’t be prouder to have our logo on the training kit shirts for this important season and as a large employer in the town it’s great to do something that feels so important to the community and we know our colleagues will love being involved.”

Burnley FC has announced that global betting brand BK8 will continue as the club’s official training wear partner for the upcoming season.

As part of the agreement, BK8 branding will feature on the men’s and women’s training wear and on LED signage across Turf Moor and via the Premier League club’s digital channels.

The global betting brand were first announced as official training wear partner of Burnley FC in August 2022 and through the partnership supported the community activities of Burnley FC in the Community, the Club’s official charity.

Stuart Hunt, Director at Burnley FC, said, “Through our extended partnership with BK8 we look forward to collaborating and growing our brands together for the upcoming season.

“In addition to the training wear sponsorship, the company are supportive of our charitable activities and are passionate about growing women’s football, which are key strategic areas for us as a Club. We look forward to developing these areas together throughout the partnership.”

Michael Gatt, Managing Director of BK8 EMEA, added, “We are thrilled to further strengthen our strategic partnership with Burnley FC, a Club that exemplifies resilience and has shown great determination in achieving success throughout last season.

“The tenacity of the Club aligns perfectly with our company’s ambition. We are excited to continue collaborating with Burnley, both on and off the pitch, as we jointly develop initiatives within the community. The progress we have made over the past year inspires us to continue driving meaningful change, and we are committed to making a lasting and positive impact through our partnership.”

EFL Championship club Sunderland AFC has partnered with Hays Travel.

The agreement, which will initially run throughout the 2023-24 season, will see the UK’s largest independent travel agent become the club’s new sleeve sponsor.

Steve Davison, Chief Operating Officer of Sunderland AFC, said, “We are delighted to partner with Hays Travel, an organisation deeply connected with the North East but renowned nationally for their exceptional levels of service. Partnering with brands who share our core values and understand our community is an integral part of our strategy, and we look forward to supporting each other throughout the upcoming season.”

Dame Irene Hays, Chair of Hays Travel, added, “As a long-term friend and supporter of Sunderland AFC, we are thrilled to partner with the Club for the upcoming season. While Hays Travel is UK wide, our roots are in the North East and we are proud to be headquartered here in Sunderland. We try to support young people to reach their potential in sport through our Hays Travel Foundation and the Club’s values and ambitions chime with our own, so we are excited to get the partnership started and see what the season brings.”