Shorts: Somerset, England Squash, Northampton
Somerset County Cricket Club have extended their long-standing partnership with Thatchers Cider for a further three years.
Under the renewal Thatchers’ logo will feature on the Somerset Women Vitality Blast shirts from 2025.
The latest deal will also see the introduction of the Thatchers Player of the Match and Player of the Month awards for Somerset Women.
Thatchers branding will be visible in prominent areas of the club’s County Ground home, with the two organisations set to continue to collaborate on content and competitions for fans and members.
Thatchers will remain as the club’s official cider partner, retaining pouring rights at the ground.
The collaboration, which spans more than a decade, will also see Thatchers branding remain on the roof terrace of the Marcus Trescothick Pavilion.
Caroline Herbert, Somerset CCC Commercial Director said, “We are delighted to be maintaining our successful relationship with Thatchers.
“There’s nothing more quintessentially ‘Somerset’ than enjoying a pint of quality cider whilst watching the cricket on a summer’s day.”
England Squash has penned a three-year deal with Ashaway, which becomes the organisation’s official stringing partner.
Under the agreement, Ashaway will support grassroots squash development and provide prizes at the English Junior Championships and ProAir British Junior Championships.
A bespoke stringing stand will also feature at these key events, enhancing player experiences.
Laura Mumford, England Squash Competitions Manager, said, “We’re always striving to enhance the overall experience for junior players at our competitions and events, and are delighted that Ashaway will support us this season.”
League One outfit Northampton Town have signed a new partnership with St. Patrick’s Distillery.
Known for its premium Irish whiskey, St. Patrick’s Distillery combines traditional craftsmanship with modern innovation to produce exceptional spirits. Based in Ireland, the distillery is committed to quality and sustainability, bringing the authentic taste of Irish whiskey to the world.
Liam Lynch, Managing Director at St Patricks Distillery, said, “It’s great to be partnered with such a commercially forward-thinking club.
“We look forward to collaborating on some exciting campaigns for the fans in the future.”
Sports data and technology firm Stats Perform has expanded its media data partnership with Football DataCo (FDC).
The agreement also designates Stats Perform’s Opta brand as the official insights provider for FDC competitions, including the Premier League.
The deal covers all FDC competitions, including the Premier League, Championship, League One, League Two, the Scottish Professional Football League, and the Scottish Women’s Premier League.
From the 2025/26 season, OptaAI will generate advanced AI-powered insights to help broadcasters and media enhance their storytelling, providing fans with deeper understanding of the on-field action.
Stay up to date with the world of sports business by subscribing to the Sport Industry Daily.
