Shorts: ATP Tour, Sunderland, Durham Cricket
The ATP Tour has inked a two-year extension of its partnership with Italian wine company Asti Docg, which will run until the end of 2025.
The deal designates Asti Docg as the official sparkling wine of the global men’s tennis circuit, and includes sponsorship of the ATP Finals and the Italian Open.
As per the agreement, the wine brand will additionally receive on-court promotion throughout the two competitions, which will be staged in Turin and Rome respectively.
Asti Docg will also be visible throughout hospitality areas, and its products will be on display during award presentations and a dedicated Fan Village booth.
EFL Championship football club Sunderland AFC has appointed David Bruce as the club’s new Chief Business Officer.
Bruce has joined the Black Cats as Chief Brand and Commercial Officer last July and is responsible for the partnerships with hummel and Fanatics.
In a club statement, Sunderland said, ‘His appointment forms part of a wider restructuring within the business operation, which aims to establish greater levels of leadership and ensure a renewed commitment to fan centricity can be fully embraced throughout the club.”
Elsewhere in the EFL Championship, Rotherham United has selected Ticketmaster Sport as its new exclusive ticketing partner.
Cameron Harris, Head of Supporter Services, has highlighted how Ticketmaster’s ability to provide a “seamless delivery of digital ticketing” will enable the club to “streamline our ticketing strategy” and “deliver a more user-friendly match day experience.”
Harris added, “This partnership will enable us to improve our relationship with supporters as a result of the high-quality product that they will receive from Ticketmaster.”
Durham Cricket has partnered with sports memorabilia business MatchWornShirt.
As per the deal, fans of Durham Cricket will have the opportunity to own the match-worn and signed shirts of their favourite players.
James Flude, Head of Business at MatchWornShirt, commented, “Since its founding , this club has been regarded as one of the most exciting forces in county cricket. We are extremely proud to be adding their name to our portfolio.”
Tom Seymour, Durham’s Commercial Director, added, “Match-worn shirts are very popular within our fanbase and membership, therefore to sign this partnership is very exciting for us.
“Our new partnership with MatchWornShirt will provide supporters with even more chances to get their hands on truly unique items of memorabilia, enabling them to own a piece of history from the Durham players.”
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