Industry Shorts: Wolves, Andy Robertson, Lebron James

Premier League side Wolves have signed a new partnership with antiperspirant brand Sure, in a deal which will see the brand become the club’s Official Training Wear Sponsor.

As part of the deal, Sure’s branding will appear on the first-team training wear worn by the club’s players and staff throughout the remainder of the 2020/21 season.

The news adds to Wolves’ sponsorship portfolio, which has grown in recent months with the addition of ‘below-the-waist’ male grooming brand Manscaped, and aerospace parts provider Aeroset.

Liverpool and Scotland defender Andy Robertson has been unveiled as a new ambassador for charity Street Soccer Scotland.

The social enterprise was set up in 2009 and supports people who have experienced homelessness, mental health issues, addiction and long-term unemployment by creating a community to help affect positive change through football. The Liverpool defender joins former Manchester United manager Sir Alex Ferguson as an ambassador for the charity.
  
As part of the role, Robertson will visit participants to hear more about the projects that are taking place, offering coaching and life advice to younger players taking part in the programmes. 

Audible has signed a new deal with NBA star LeBron James’ The SpringHill Company.

The company, set up by James and his business partner Maverick Carter, has agreed a ‘multi-project’ deal with the Amazon-owned audiobook platform, which will kick off with a new series supporting the More Than A Vote movement, founded by the pair.

A new programme, called More Than A Vote: Our Voices. Our Vote, will feature a collection of athletes, artists, and others, including LeBron himself.

British Cycling have highlighted the work done by grassroots cycling clubs in the wake of Tao Geoghegan Hart’s unexpected victory at the Giro d’Italia.

Julie Harrington, CEO, British Cycling congratulated the Team INEOS rider on his victory, and also paid tribute to some of those who helped him on his way into professional cycling.

“Tao’s achievement is first and foremost a tribute to the qualities of a rider who is an excellent ambassador for our sport,” she said.

“His success is also a tribute to the people who have helped him along the way – including Hackney Cycle Club, Condor Cycles, the Dave Rayner Fund, his coaches in the British Cycling academy and many others who volunteer their time to put on grassroots cycle sport events in this county. 

“I join with them in cheering this latest British cycling success story.”