Shorts: London Athletics Meet, Greenhouse Sports, 54
Coconut water brand Vita Coco has become the official hydration partner of the London Athletics Meet.
The deal comes ahead of this year’s edition of the Meet, the Diamond League’s annual UK event, which will take place at the London Stadium on 20th July.
The partnership is the first to have been signed by Athletic Ventures, the recently formed joint venture between London Marathon Events and the Great Run Company, which will be staging major athletics events throughout the country.
Vita Coco will receive trackside promotion throughout the Meet, and will be supplied to officials and volunteers at the event.
The company also has an existing agreement with British Olympic sprinter Zharnel Hughes.
“At Vita Coco, we believe in the power of coconuts, and there is no better platform to showcase this than through our collaboration with some of the UK’s finest athletes,” said Tim Rees, Managing Director at Vita Coco EMEA.
“Together, we aim to fuel greatness, both on and off the track, and inspire everyone to achieve their Thirst Place.”
Sports marketing agency Two Circles has announced a new collaboration with charity Greenhouse Sports.
In addition to assisting with fundraising, according to a statement, the partnership ‘aims to improve the reach and impact of the charity for young people in underserved communities.’
“We are excited to embark on this partnership with Greenhouse Sports, a charity whose values align closely with our own,” said Leo Thompson, Co-President, Rights Management at Two Circles. “Our expertise in leveraging data to drive engagement and growth is a perfect match for the brilliant goals of Greenhouse Sports. This collaboration is a chance for us to use our skills to contribute to genuine growth and opportunity.”
Don Barrell, CEO of Greenhouse Sports, added, “This partnership with Two Circles represents a significant opportunity to reach more young people and amplify the positive impact of coaching and mentoring through sport on their lives. The expertise and resources that Two Circles brings to the table will undoubtedly enhance our fundraising capabilities, enabling us to inspire and support even more young individuals. Together, we can make a substantial difference in the lives of young people by providing them with mentoring, opportunities, inspiration and supported pathways to employability.”
Following its recent rebrand, global sports and entertainment agency 54 has announced the opening of a new office in Spain.
Located in Sotogrande, the office will be led by Francisco de Lancastre David, who joins 54 as Director of Operations from golf course and resort Finca Cortesin.
Francisco de Lancastre David, said, “I am joining 54 at a hugely exciting time for the company. With the rebrand to 54, we have entered a new phase equipped with an ambitious growth strategy that seeks to extend the impact of our holistic service offering to the widest possible network of partners, helping them to achieve maximum possible impact in and through sport.
“Like many other markets, European sports stands on the brink of seismic change, owing to rapidly shifting consumption habits and myriad new opportunities where commercial strategy and positive impact are concerned. Our new European office will allow us to serve as an ally to stakeholders seeking to capitalise through bold thinking and creative delivery.”
The news follows last week’s establishment of a 54 office headquartered in Ho Chi Minh City, Vietnam.
British Gymnastics has partnered with JustGo to launch a new membership management system, which will go live on 1st July.
Through the new agreement, the company will deliver a new membership system, which will be available to more than 1,400 registered British Gymnastics clubs, and almost 400,000 members.
The new partnership is intended to give the national governing body a better understanding of how to make the sport more inclusive and accessible going forward.
“British Gymnastics is one of the largest membership organisations in the country, and it’s important we have a membership platform that’s reliable and capable of supporting that,” said Andy Tombs, Executive Director of Sport at British Gymnastics.
“ British Gymnastics is committed to working with partners that share our new vision for the sport and the positive impact gymnastics can have on individuals, communities and society – that’s certainly the case with JustGo.”
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