Shorts: Liverpool, Brentford, EmpowHER
Liverpool has announced Kate Theobald as the club’s new Commercial Director.
Theobald succeeds Ben Latty, who was promoted to Chief Commercial Officer after the 2023/24 season.
Theobald will guide the Premier League’s global partnerships division, shaping the Reds’ partnership and sales strategy. Her role includes strengthening industry alliances and driving sustainability through Liverpool’s sustainability initiative, ‘The Red Way’.
After joining the club in 2019, Theobald initially managed the Americas region with Fenway Sports Management (FSM) and was instrumental in establishing Liverpool’s New York office. This expansion boosted the club’s partnerships across America, attracting renowned brands like Expedia Group, Coca-Cola, Google, UPS, Peloton, and Wasabi Technologies.
In her previous role as Vice-President and Head of Global Partnership Sales, she played a pivotal role in securing new global partnerships with brands like Husqvarna, Japan Airlines, Orion Innovation and Lucozade, driving the club’s commercial revenue to a record-breaking £272 million.
Theobald was previously Director of Team Sales and Marketing Partnerships at Madison Square Garden Company, where she led innovative partnerships, including the New York Knicks’ first jersey patch agreement with Squarespace.
“I’m excited to build on the incredible momentum our team has achieved and continue aligning with partners who not only share our dedication to excellence but are committed to making a positive impact,” Theobald said.
“It’s a privilege to work with brands that support LFC’s passion, global reach and values as much as we do.”
Brentford have teamed up with Trainline’s ‘I came by train’ campaign.
Bees’ fans that travel to away fixtures outside of London will get 20% off train tickets.
They will be able to save money on both single and return tickets after securing their match ticket.
Through the collaboration, Brentford hope to encourage fans to take up a more sustainable mode of transport to games.
According to the initiative, transport by train creates 67% less carbon dioxide compared to driving.
It additionally offers supporters a more affordable option when planning their travel to see Brentford play in the Premier League away from home.
The 20% discount can also be used in conjunction with a railcard.
The collaboration will run for the remainder of the 2024/25 season, following the positive response received after the club’s trial run fixtures against Manchester City and Manchester United earlier this year.
James Beale, Brentford Sustainability Manager said,“We’re pleased to be the first Premier League football club to be working with I came by train and Trainline on this positive initiative.
“How fans travel can have a big impact on our carbon footprint. We’re hopeful that this initiative makes it easier and cheaper for fans to make a better choice on travel for the environment.”
The Good, The Scaz & The Rugby (GSR) podcast and Vodafone have expanded their EmpowHER talent pathway to include all seven BUCS Women’s Super Rugby teams.
Vodafone’s EmpowHER initiative with GSR is a multi-year has been designed to create a pathway for players wanting to move from university rugby into the professional women’s game or an off-pitch career in women’s rugby.
First launched November 2023 with Durham University, Cardiff University and The University of Edinburgh, the programme has now been expanded to include Cardiff Metropolitan University, University of Exeter, Loughborough University and Hartpury University.
Included within the initiative, BUCS Women’s Super Rugby team’s will receive year round Vodafone’s revolutionary performance platform, Vodafone player, connect, which helps players and coaching staff understand the impact of the menstrual cycle on performance, wellbeing and recovery.
This is coupled alongside guidance from nationally accredited sports psychologists and nutritionists, and mental health support from Vodafone charity partner, LooseHeadz.
Emily Scarratt MBE, Host of GSR, Red Roses player and EmpowHER mentor, said, “Through the EmpowHER programme we’ve been able to implement things that will help make a real-life difference.
“I’ve really enjoyed the mentoring; it’s been a great experience to help people along the way and share my journey with them too. I didn’t have this when I was younger, so I want to be a source to provide it.
Cambridge United and Cambridge United Foundation have extended their partnership with AstraZeneca.
This partnership first came to fruition in 2015, then renewed in 2022 and has further extended throughout the 2024/25 season to deliver active science programmes with the hope of inspiring the next generation.
The global biopharmaceutical company, AstraZeneca celebrated the partnership by welcoming children from Galfrid School to an active science lesson, run by Cambridge United Foundation.
AstraZeneca will continue as the club’s community sponsor by supporting a variety of initiatives including understanding mental health and reducing isolation by bringing seniors together for community activities.
Tim Walker, Head of Programmes at Cambridge United Foundation, said, “The mission of Cambridge United Foundation is ‘to harness the power of sport to make a positive impact on the community we serve’, and our longstanding relationship with AstraZeneca undoubtedly allows us to achieve this aim when working with young people in local schools.”
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