Cazoo To Become New Main Sponsor Of Bologna FC

Bologna Fc and Cazoo have signed a multi-year agreement, that will see Europe’s leading online used car retailer, which makes buying and selling a car as simple and seamless as ordering any other product online, become the main partner and new shirt sponsor of the Serie A Italian football club.

From the start of next season, Cazoo will see its branding on the front of the shirts of the Bologna Fc professional men’s and women’s team as well as the youth and academy teams, on and around the stadium during Serie A home games, across the club’s website and on all media backdrops featured on televised football coverage.

This partnership forms part of a wider marketing campaign ahead of Cazoo’s launch in Italy this summer. This deal is the first sports sponsorship for Cazoo in Italy and adds to a number of other high-profile sports sponsorships for Cazoo across the UK and Europe.

Cazoo was founded in 2018 by renowned British entrepreneur Alex Chesterman and has already sold over 70,000 cars in the UK since its launch just over two years ago as consumers have embraced the selection, value, transparency and convenience of buying and selling used cars fully online. Cazoo launched in France and Germany in December last year, in Spain earlier this month and has plans to launch in Italy over the summer.

Cazoo has been one of the fastest growing businesses in Europe over the past few years, pioneering the shift to online car buying and selling experience across the UK and key markets in mainland Europe.

Alex Chesterman, Founder & CEO of Cazoo, said:

“We are very excited to be partnering with Bologna Fc. Like us, they are very ambitious, driven by results and have a passionate following across Italy. We look forward to working with the club and the local community and to delivering the best car buying experience to their fans and consumers across Italy.”

Claudio Fenucci, CEO of Bologna Fc 1909, said:

“We are extremely proud that a company like Cazoo, a rapidly growing industrial reality, has chosen Bologna as it’s first sport partnership in Italy, recognizing an important corporate image in the Club and sharing with us an ambitious and long-term sporting project.”

Christoph Winterling, Commercial and Marketing Director of Bologna Fc said:

“We are extremely happy about this partnership and to be the first club in Italy Cazoo has decided to partner up with. Being part of their European football club strategy makes us enormously proud and shows the trust and believe of such an international brand in our club. Together we will develop several activities for our fans and the local community and make this a unique partnership.”

See PSG & Snapchat’s Partner To Celebrate Its Historic 10th Ligue 1 Title, Transforming The Eiffel Tower Using Augmented Reality

Paris Saint-Germain are French Ligue 1 Champions. A historic achievement for the Parisian club and French football as they equal St. Etienne’s 10 titles, a record that has been held since 1981 when the team was captained by the iconic Michel Platini.

To celebrate the momentous achievement PSG have created an augmented reality experience that invites fans globally to be a part of the celebration through a Snap Face Lens that overlays a golden PSG logo and a celebratory message. For local Parisian fans, PSG has gone one step further with the experience, enabling them to transform one of the most iconic emblems of France, the Eiffel Tower, into a PSG celebration through Snap’s Landmarker technology. When fans point the Snapchat camera at the Eiffel Tower, it will magically transform through Augmented Reality with a rain of golden stars, a gold redress and the PSG emblem highlighting this iconic 10th Ligue 1 title.  

This unique AR activation supports Paris St. Germain’’s campaign, “millions of stars”, a tribute to all the current and former players, but most importantly the fans, employees and partners who have collectively helped the club of the capital achieve this landmark moment in French football history.

PSG and Snapchat have been working together for many years and as one of the most digitally native and influential football clubs globally, it’s a perfect match. 

“Always eager to propose entertaining experiences for its many fans in France and abroad, Paris Saint-Germain is taking advantage of its 10th French championship title to offer a Lens on Snapchat. The club invites its French fans and the many tourists to transform the Eiffel Tower from their Snap app,” says Anthony Baca, Deputy Digital Director at PSG.

“We are delighted and honoured to work with Paris St. Germain to celebrate this momentous moment in French football history. A 10th title is an incredible achievement and as one of the most creative and progressive teams digitally, we are proud to bring this achievement to life through Augmented Reality, offering fans a truly unique experience at the most iconic Parisian monument: the Eiffel Tower.” said Kahlen Macaulay, Head of International Sports Partnerships at Snap. 

Hershey Renews Partnership With Team USA & Joins The LA28 Olympic & Paralympic Games

The Hershey Company today announced they have renewed their partnership with Team USA and will partner with the LA28 Olympic and Paralympic Games. Hershey will support Team USA through 2028 when the Games return to American soil, as well as during Paris 2024 and Milan Cortina 2026.

“We’re proud that our iconic brands will continue to be a part of celebrations and the moments of goodness for both athletes and fans supporting Team USA through the LA28 Games,” said Vero Villasenor, vice president of confection, The Hershey Company. “Our employees, partners and consumers who love our brands all share a passion and pride in celebrating our U.S. Olympic and Paralympic athletes.”

Hershey joins the much-anticipated LA28 Olympic and Paralympic Games as its first domestic food partner. The Olympic and Paralympic Games will return to the U.S. in 2028 for the first time since the Salt Lake City Winter Games 2002, with LA28 as the first Summer Games in the U.S. since Atlanta 1996. This will be Los Angeles’ third time hosting the Olympic Games and the first time hosting the Paralympic Games.

“Hershey has been a champion of Team USA’s athletes and their iconic successes since 2015, and we’re thrilled they’ll continue alongside us on the road to the LA28 Olympic and Paralympic Games,” said Dave Mingey, senior vice president, partnership management and activation, U.S. Olympic and Paralympic Properties. “We’re especially proud to have a renowned American brand like Hershey partner with the LA28 Games to co-create an experience that empowers fans and athletes and builds on the excellence of the U.S. Olympic and Paralympic Movement.”    

The renewed agreement builds on the partnership and support Hershey provided to Team USA athletes who competed in Rio 2016, PyeongChang 2018 and Tokyo 2020. Hershey will also utilize NBCUniversal’s Olympic and Paralympic media platforms to support the partnerships through 2028.

Stay tuned for more exciting announcements from this powerhouse partnership as we get closer to Team USA’s participation in the Olympic and Paralympic Games Paris 2024.

iSportConnect’s Web3 Summit Presented By Tezos Adds Hotdrop As Latest Partner

Hotdrop, the specialist creative marketing agency, has become the latest partner of iSportConnect’s Web3 Summit presented by Tezos.

iSportConnect’s Web3 Summit presented by Tezos will be taking place on the 28th and 29th of June 2022 at Emirates Stadium in London. Head to https://www.web3summit.sport/ for more information, the full agenda and to purchase tickets.

Hotdrop is the agency embedded in online culture and endemic to the digital lifestyle featuring a roster of global clients. Leading brands within the gaming and esports space rely on Hotdrop to create successful long term campaigns tailored to their own vision of success.

“It’s a really exciting time to be a part of integrating Web3 within esports and sport as it challenges the status quo of what marketing means.”

As a creative marketing agency featuring industry leaders and specialists across multiple services, Hotdrop is well equipped to deliver: creative design (including VR and AR spaces), video production, marketing, social media and community management for Web3. 

Hotdrop supports Web3 brands with engaging digital native audiences within that elusive 18-34 demographic. Having a successful track record within gaming and esports demonstrates their ability to communicate with this cohort of early adopters that gravitate towards emerging technologies, giving brands their customers for the future.

Heather Dower, Founder and CEO Hotdrop:

“It’s a really exciting time to be a part of integrating Web3 within esports and sport as it challenges the status quo of what marketing means. We have the responsibility to break the hard coded rules of traditional approaches. 

“Esports brands are leading the charge, as early adopters, with integrating new technologies to connect with customer offerings, content and broadcast products. Their advantage in the digital landscape provides a blueprint for how sports can capture and engage with the digital audience.” 

Gaming has been the most explosive entertainment phenomenon of our time, and the growth shows no signs of slowing down. Hotdrop Founder and CEO, Heather Dower and the panel will dig deep into how sport could adopt gaming-like strategies to promote, engage and retain younger audiences and ignite new passions by harnessing Web3. 

“There is still a very large knowledge gap for organisations looking to get their products and brands into the esports industry.”

Joining the panel will also be Nicolas Estrup, Chief Innovation Officer at BLAST, Josh Brill, Head of Marketing at Fnatic, Tom Fleetham, Head of Business Development – Sports & Gaming at Zilliqa, and Roy Barak, CEO at Vindicia (moderator). 

“There is still a very large knowledge gap for organisations looking to get their products and brands into the esports industry,” comments Sandy Case, CEO of the iSportConnect Web3 Summit presented by Tezos, “Through a company such as Hotdrop many of these issues can be avoided to create a much more seamless entry. We can’t wait for them to be with us at the Emirates next month.”

Tickets to the iSportConnect Web3 Summit presented by Tezos on the 28th and 29th of June at Emirates Stadium in London are available now, purchase them via our Web3 Summit website here – https://www.web3summit.sport/event-details/tickets/ticket-form

Golden State Warriors Renew Rakuten Jersey Patch Deal

The Golden State Warriors and Rakuten Group, Inc. have renewed their historic multi-year partnership, maintaining Rakuten’s status as official jersey badge partner of the Warriors. Over the last five seasons, the Warriors jersey badge has been a key contributor to the explosive growth of Rakuten’s U.S. consumer brand recognition derived from broadcast, digital and social media impressions. In the new extended term, Rakuten’s logo will continue to be featured as a badge on all Warriors uniforms as it has since 2017 when the Warriors welcomed Rakuten as their first-ever jersey badge partner.

“Since the inception of our momentous partnership, Rakuten has proven to be an incredible partner,” said Warriors President and Chief Operating Officer, Brandon Schneider. “Our relationship is steeped in mutual respect, aligned values and a strong drive to innovate. Over the last five years, we have reached historic milestones through enhanced player and fan experiences around the world. As we embark on the next phase of this partnership, we will continue to introduce and drive Warriors fans’ awareness of Rakuten to enhance their shopping experience. We look forward to providing more historic moments and engaging experiences for our fans worldwide.”

“The Warriors exemplify the best of innovation, teamwork and optimism, all of which align with our core values,” said Amit Patel, Chief Executive Officer at Rakuten Americas. “We are proud to partner with a world-class organization like the Warriors that has used unusual creativity and excellence to become one of the world’s most recognized brands. We are excited to continue our work together to grow, engage and reward our communities.”

The renewal will see expanded media and brand integrations, such as enhanced Rakuten signage in Chase Center and infusion in new digital, social, radio and live activations, including as presenting partner of game-day player arrivals on the ‘Rakuten Runway.’ Beyond Chase Center, Rakuten will be featured prominently in game broadcasts and at the Warriors Shop.

Rakuten will continue its involvement in Warriors jersey platforms and launches, with exclusive apparel collaborations and unrivaled shopping experiences. Through the duration of the partnership, fans who are Rakuten members will be eligible for a minimum of 10% Cash Back on purchases of Warriors gear at the Warriors Shop. Fans can also look forward to gameday items and Rakuten-exclusive promotions on specialty Warriors gear and apparel.

As part of their continuing relationship, a Rakuten executive will join the Board of the Warriors Community Foundation to collaborate on initiatives in support of educational equity in the San Francisco Bay Area. Rakuten previously partnered with the Foundation on projects such as refurbishing basketball courts at Oakland’s McClymonds High School and San Francisco’s City of Dreams.

Castore Agree Four-Season Deal With Sevilla FC To Become Kit Supplier

Sevilla FC and Castore have signed an agreement which will see the British brand, founded in Liverpool in 2015, become the club’s new kit supplier for the next four seasons. This means that Castore will be responsible for providing the playing and training kits to the Sevilla first team, Sevilla FC Women and their academy teams. A young and fast-growing brand, Castore became known through a partnership with the Wimbledon Tennis Grand Slam and double Olympic champion Andy Murray, who is now a shareholder of the company.

These two new partners, Sevilla FC and Castore, have enormous similarities in their philosophy, starting with a history of achievement and ambition, but following a path of their own in the pursuit of unstoppable growth. With this agreement, Castore pursues a strong commitment to the city of Seville, with a clear vision of the future based on innovation, which translates into premium quality in all its clothing. The kits for the 2022/23 season, which will be unveiled soon, will be inspired by the Sevilla fanbase and the city, made by and for the Sevillistas.

Castore entered the football world with Scottish club Rangers FC in the 2020/21 season, before signing deals with Premier League sides Newcastle United and Wolverhampton Wanderers. In addition to LaLiga Santander, it will also make its debut next season in other top international leagues. Castore is very present in other sports such as rugby, Formula 1 with the McLaren Racing team, tennis and cricket.

Sevilla President, José Castro, believes that “Partnering with Castore is an important step for our club, because we are linking up with a company that shares our values. It is an ambitious brand that in just a few years, starting from scratch, has managed to break the status quo in the world of sports brands in the same way that we have done in Spanish and European football. We share this spirit of unlimited growth and we are convinced that both Castore and Sevilla FC are going to achieve important goals together.”

Tom Beahon, Castore’s Co-Founder, stated: “We’re incredibly proud to announce Castore’s latest partnership with Sevilla FC and to be expanding our presence in European football. Sevilla are an exceptional team with high aspirations, and we’re confident they are the right club to represent Castore’s ‘Better Never Stops’ philosophy. This is an exciting step for Castore, and we look forward to working closely with Sevilla FC ahead of the 2022/23 season.”

Chicago Bulls To Face Detroit Pistons For 2023 Regular Season NBA Game In France

The National Basketball Association (NBA) today announced that The NBA Paris Game 2023 will feature the six-time NBA champion Chicago Bulls and the three-time NBA champion Detroit Pistons playing a regular-season game at the Accor Arena in Paris on Thursday, Jan. 19, 2023.

Tickets for The NBA Paris Game 2023 will go on sale at a later date.  Fans can register their interest in tickets and gain access to presale information and more by visiting NBAEvents.com/ParisGame.

The NBA Paris Game 2023 will mark the Bulls’ third game in Paris, having played two preseason games in the French capital in 1997.  Chicago currently features five-time NBA All-Star DeMar DeRozan, two-time NBA All-Star and Slam Dunk champion Zach LaVine, and two-time NBA All-Star Nikola Vučević (Montenegro).  The Bulls won six NBA championships spanning eight years, becoming only the third franchise in league history to win three consecutive titles twice (1991-93 and 1996-98).

The Pistons will be playing their first game in France, having previously played regular-season games in London (2013) and Mexico City (2019).  Detroit currently features 2021 No. 1 overall draft pick Cade Cunningham, 2020 Olympic gold medalist Jerami Grant, 2020 No. 7 overall draft pick Killian Hayes (France), and 2021 NBA All-Rookie Team members Saddiq Bey and Isaiah Stewart.  The Pistons won NBA titles in 1989, 1990 and 2004 and made six consecutive Eastern Conference Finals appearances from 2003 to 2008.

The NBA Paris Game 2023 will mark the first NBA game in Europe since 2020 and the league’s 12th game in France since 1991.  The NBA Paris Game 2020 – the first regular-season NBA game in Paris – took place Jan. 24, 2020, and featured the Charlotte Hornets and the Milwaukee Bucks.

In addition to The NBA Paris Game 2023, the league and its partners will conduct interactive fan activities, NBA Cares community outreach initiatives and Jr. NBA youth basketball development programming that will bring the NBA experience to fans in the French capital.

The game and surrounding events will be supported by a roster of marketing partners, including Foot Locker, Française des Jeux, Gatorade, Nike, SAP, Tissot and Yop, with additional partners to be announced in the coming months.

The NBA’s presence in France spans more than 35 years.  NBA games and programming have aired in France since the 1984-85 season, and the league played its first game in France in 1991.  In addition to 12 preseason and regular-season games in France, the league has hosted interactive fan events, appearances by current and former players, NBA Cares community outreach initiatives and, in 2007, Basketball Without Borders, the NBA and FIBA’s global basketball development and community outreach program that has seen seven French players drafted into the NBA or signed as free agents, including Hayes. 

Opening-night rosters for the 2021-22 NBA season featured 12 French players.  During the 2021-22 season, live NBA games and programming air in France on beIN SPORTS and NBA League Pass, the league’s premium live game subscription service, including 48 weekend games in primetime as part of the league’s “NBA Saturdays and NBA Sundays presented by NBA 2K22” primetime initiative.  The Jr. NBA “Challenges Benjamin(e)s” program in partnership with the French Basketball Federation (FFBB), now in its 12th year, has reached more than 260,000 boys and girls across the country since the 2009-10 season.  In addition to FFBB, the NBA has also collaborated with the Union Nationale du Sport Scolaire (UNSS), a government body that oversees the organization and development of sports activities in schools, to operate the 2022 Jr. NBA FFBB UNSS League for boys and girls in Marseille.

The FA Women’s National League Announces New Strategy

The FA Women’s National League has today launched a new strategy to strengthen the third and fourth tiers of women’s football in England. The strategy, titled Empowering For Success, is backed by £1 million of investment per season for the next three years from the Premier League.

The strategy aims to ensure the advancements in quality across the professional game are also harnessed throughout Tiers 3 and 4 of the women’s football pyramid. Empowering For Success is focused across eight priority areas, each with their own strategic goal, ultimately enabling FA WNL clubs to flourish both on and off the pitch through the development of players, workforce, and infrastructure. The eight priority areas are:

  1. Players: Developing the training, playing and overall environment players experience so they can be the best they can be, on and off the pitch.
  2. Coaches and Leaders: Developing coaches to be exceptional across The FA WNL, ensuring they are representative of society.
  3. Referees: Driving upwards the standard of refereeing alongside improving the opportunity and experience of match officials in The FA WNL.
  4. Club Development: Creating an inclusive, player-centred and sustainable club network.
  5. League Development: Ensuring The FA WNL keeps pace with the growth of the women’s game and offers the best-possible development opportunities to member clubs.
  6. Facilities: Ensuring FA WNL and clubs have access to the required infrastructure on matchdays, at training venues and off-field.
  7. Commercial: Defining The FA WNL’s commercial value and engaging with partners to grow revenues and inward investment.
  8. Marketing and Communications: Growing the reach and appeal of The FA WNL by increasing exposure and awareness through matchday activity and league channels, driving bigger attendances and league following.

The strategy unveils multiple commitments from The FA WNL across the eight priority areas to achieve each strategic goal. These include: increasing the number of female coaches in The FA WNL, as well as those from historically under-represented communities; creating a dedicated pool of match officials specialising in women’s football; reviewing the competition structure; introducing minimum club requirements to support player development; providing opportunities for players to engage in non-playing roles within football.

Empowering For Success was created in collaboration with FA WNL member clubs, ensuring a range of voices from administrators and coaches to players and fans were all given the chance to help shape the future of the league. By 2025 the strategy hopes to increase the recognition of The FA WNL amongst women’s football fans, decrease the number of weather-related postponements per season, increase the number of league commercial partners and increase the average attendance of league fixtures.

Baroness Sue Campbell, The FA’s Director of Women’s Football, said:

“The launch of this strategy is game-changing for the women’s football pyramid. It will ensure The FA WNL can maintain pace with the wider growth of the women’s game, and the clubs and their players can thrive both on and off the pitch. We want to say a huge thank you to the Premier League for their support, without which none of this would be possible. The money they are investing will transform the experience of everyone who plays in the third and fourth tiers of women’s football.”

The Premier League has also announced additional support for clubs in Tiers 3 and 4 of the women’s football pyramid through the Premier League Stadium Fund. Eligible clubs can apply for grants of up to £20,000 to support the improvement of their stadium facilities, making grounds more welcoming for all and enhancing the playing and spectating experience within women’s football. The FA will be working with clubs to identify their facility needs, with funding being made available this summer. The Football Foundation will be handling the grant administration.

Sandi Dosanjh, FA Women’s National League Board Chair, said:

“I am incredibly proud and humbled by the collective efforts of The FA WNL board and management committee and The FA to develop a strategy that will prove to be a watershed moment for women’s football. For the players, coaches and fans of our clubs, we have truly been inspired by your passion for the game and will implement this strategy to take the league to the next level. The FA WNL is uniquely placed within women’s football to inspire positive change for communities around the country, whilst taking on-field quality to new levels. With the support of The FA, and with our strategy in place, the league and its clubs can continue to grow as the heartbeat of women’s football.”

Richard Masters, Chief Executive of the Premier League, said:

“It is an exciting time for women’s and girls’ football in this country and we are delighted to be able to assist the development of the game with investment that will support FA Women’s National League clubs. Along with our funding for the Girls’ Emerging Talent Centres, it shows the Premier League’s commitment to provide opportunities for female players of all ages. We are proud of the investment we make to help develop football at all levels and this funding expands on the wide-ranging support we provide. Our clubs are committed to developing women’s and girls’ football and it’s important that the Premier League plays a role in this centrally.”

BetCity.nl Named First Ever Official betting Partner Of FIH

The International Hockey Federation (FIH) is glad to announce the signing of a 3-year partnership with Dutch betting company BetCity.nl, the first-ever betting partner of hockey’s world governing body.

The partnership covers the upcoming FIH Hockey Women’s World Cup as well as the FIH Hockey Pro League seasons in the Netherlands, from now until June 2025. BetCity.nl will be visible for the first time at the FIH Hockey Pro League matches that will be played in Nijmegen (Netherlands) at the end of May.

As an established, experienced and 100% Dutch supplier, BetCity.nl has a great deal of affinity with its products and its market. This is in tune with the confidence that its players who, in addition to their passion for the casino games, also share the love for hockey and the sentiment of sportsmanship in general.

The landmark partnership was facilitated by Sportradar, the official betting and gaming data rights partner of the FIH. The leading sports technology company is very pleased to support the FIH’s move into the betting space and introduce hockey to a new and highly engaged group of sports fans.

Commenting on the partnership, FIH CEO Thierry Weil said:

“We’ve been looking at engaging with the betting industry for some time now, but it was essential for us to do so in a completely trustful environment. Thanks to our collaboration with Sportradar, we’ve found in BetCity.nl the ideal partner to open the doors of the betting market to hockey. This first-of-a-kind move for us will hopefully generate further similar opportunities in this area in the future.”

Melvin Bostelaar, CEO BetCity.nl:

“The Netherlands have been among the world’s top teams in hockey for years. As a 100% Dutch company, we are proud to be affiliated with the FIH and therefore being visible at matches in the Pro League and the Women’s Hockey World Cup of our national team!”

For more information about FIH and hockey in general, please visit FIH.hockey, follow the FIH social media channels – Facebook, Instagram and Twitter – and download the Watch.Hockey app.

Lancashire Cricket And Emirates Sign Long-Term Partnership Extension

Lancashire Cricket is delighted to announce that Emirates, the world’s largest international airline, has signed a new seven-year extension of the Club’s headline partnership, until 2029, making it the longest and biggest sponsorship in English domestic cricket.

The extended partnership includes naming rights of the world-class stadium Emirates Old Trafford, as well as shirt sponsorship for Lancashire Lightning’s Vitality Blast shirt, and strengthens one of the most recognisable and respected sponsorships in sport.

The partnership began in April 2013 and this extension means that Emirates will remain as principal headline sponsor at Lancashire Cricket and Emirates Old Trafford and be on the front of the Club’s T20 shirt for at least 17 years.

In addition to the previous assets, a new lounge – named the Emirates Business Class Lounge, a dedicated hospitality and Conference and Events space – will be branded up in the historic Pavilion at Emirates Old Trafford.

Emirates’ seven-year extension sees Lancashire Cricket and its headline partnership of the Club, continue its presence as part of the airline’s prestigious family of sporting partnerships including Real Madrid, AC Milan, Arsenal, the Emirates FA Cup, Paris Saint Germain, International Cricket Council, Rugby World Cup 2019, Formula 1, global golf tournaments and others in Australian Rules Football, tennis and horse racing.

Daniel Gidney, Chief Executive at Lancashire Cricket, said:

“This is an historic day for the Club and we’re delighted to announce the Emirates partnership renewal, which positions the sponsorship at Lancashire Cricket as one of the biggest and most recognisable in the game.”

“We are hugely proud of our relationship with Emirates, a world class brand with a truly global reach, and this is another very positive step as part of the Club’s continued commercial growth and development.

“Emirates are once again demonstrating their great belief in Lancashire Cricket’s aims and ambitions for the future, continued development at Emirates Old Trafford and their investment over the next seven years will only help us continue our journey.

“The new partnership extension, as headline sponsor of Lancashire Cricket and Emirates Old Trafford until 2029, underlines how much both organisations value and benefit from the positive and on-going relationship.

“We are incredibly grateful for their support of the Club and we look forward to working with their team over the next seven years and beyond.”

The organisations have worked together on a number of activations over the years including the well-known Emirates Catch a Six at the Roses Vitality Blast fixture, Emirates Lockdown Heroes in 2021 which paid tribute to those made a tangible difference to the national and local fight during the COVID-19 pandemic. The Club also supported Emirates during the ICC Men’s T20 World Cup last November and have visited the Dubai 2020 Expo twice over the past six months.

Boutros Boutros, Divisional Senior Vice President, Corporate Communications, Marketing & Brand for Emirates, added:

“We are very pleased to be extending our partnership with Lancashire Cricket Club until 2029. Emirates is a staunch supporter of cricket and today’s announcement reaffirms our commitment to the sport in the UK, and worldwide.

“Lancashire is a legendary name in English cricket, and as the world’s largest international airline – we are proud to be playing such a big role in the Club’s growth and success. The new agreement will make this the longest, and biggest sponsorship in English domestic cricket. We very much look forward to the next seven years of our mutually beneficial relationship.”

The partnership extensions follow on from the Club’s historic pre-season tour in March, where Lancashire’s men’s team were joined by the women’s Thunder squad – a first joint tour ever undertaken by a First-Class county. The squads trained at the ICC Academy, playing a number of fixtures whilst also visiting the Dubai 2020 Expo, alongside the Emirates cabin crew.

In addition to this, Emirates Old Trafford continues to transform, even after the £65 million redeveloped over the past decade, after plans were approved from Trafford Council for work at the ground. The new project includes plans for a 100-bed hotel extension, 1,025-seater stand, a heritage centre, a guest services hub, and a new retail store facing directly on to Brian Statham Way. This continued redevelopment will play a key role in the Club’s long-term financial strategy and sustainability moving forward and will also increase and improve the facilities that can be used by Members and supporters.