Industry Shorts: Cfg, Lvmh, Itf, EFL

City Football Group has become the main investor in a £100m US sport venture capital fund.

The Sapphire Sport fund, which includes football streaming platform mycujoo among its portfolio of investments, has also attracted investors from across the NFL, NBA, MLB, NHL and MLS.

Others involved include adidas, Anschutz Entertainment Group and Manchester City FC club partner SAP.

Louis Vuitton has been announced as the Official Trophy Partner of the revamped Davis Cup, which will be held in its new format for the first time in 2019. 

The four-year deal will see the French fashion brand design a custom travel case to display the Davis Cup trophy.

Louis Vuitton has previously delivered similar activations for the FIFA World Cup, Rugby’s Webb Ellis Cup and the America’s Cup.

The EFL has launched a new survey for supporters of its 72 clubs which will allow fans an opportunity to have their say on the major issues that have increasingly affected the game in recent seasons.

The 2019 EFL Supporters Survey will be promoted via the EFL and EFL Clubs and is claimed to be one of the most extensive surveys of its kind.

Supporters will be encouraged to offer their views on significant issues such as the matchday experience, fixture scheduling, ticket pricing and standing. Further topics up for discussion will include match officials, the use of VAR technology, broadcasting, online streaming and communications and content provided by the EFL and its clubs.

Global fitness brand Beachbody has appointed Brandnation to handle its UK PR and influencer marketing for its new performance apparel collection.

The London-based agency is to begin the partnership with immediate effect with the aim of creating increased brand awareness and helping drive sales of Beachbody’s performance apparel through an integrated PR strategy.

The appointment will also see Brandnation responsible for executing influencer programmes to engage the target consumer.