How We Want To Use Teqball’s Global Growth To Have A Lasting Social Impact

In a new Member Insights piece, FITEQ (The International Teqball Federation) discuss how they are looking to create a lasting impact with society as the federation continues to grow.

Since the outset, the International Teqball Federation (FITEQ) has sought to use the power of sport to have a lasting social impact. For the world’s fastest growing sport, established just under a decade ago, this means supporting the communities and environments that are most in need.

FITEQ Head of Diplomatic Relations and CSR Gergely Murányi explains, “We have developed a range of CSR and sustainability projects and collaborated with leading international organisations to ensure the governing body for teqball and para-teqball engages its global community on critical issues, such as supporting refugees and acting on climate change.”

“FITEQ developed a train the trainer initiative to ensure a long term legacy of young refugees being able to learn about and practice teqball to this day.”

It efforts to support refugees from conflict areas, as well as individuals from disadvantaged communities, began in the Zaatari Refugee Camp in Jordan, back in 2017. It was here that the organisation partnered with Peace and Sport to contribute to their Live Together programme. FITEQ developed a train the trainer initiative to ensure a long term legacy of young refugees being able to learn about and practice teqball to this day.

Following the success of the project in Jordan, FITEQ launched its own global programme under the banner of Table of Peace. This was launched in Djibouti in February 2021 with tables donated to three UNHCR refugee camps. According to Murányi, the long-term strategy of Table of Peace is “to engage young people in sporting activities to help give them an escape from the daily challenges they face, whilst also teaching them transferrable skills and key values such as teamwork, inclusivity and integrity.”

In addition to donating tables, FITEQ is implementing the programme around the concept of training the trainers that has proven to be effective in the Zaatari Refugee Camp. After the launch in Djibouti, FITEQ has already implemented the programme across four different continents, despite the ongoing travel restrictions related to COVID-19.

Whilst very much now a global phenomenon, teqball was born and bred in Budapest, Hungary, which remains the home of FITEQ to this day. With its close ties to the country, and with a strategic cooperation agreement with the Hungarian Government, FITEQ was honoured to donate its award-winning Teq tables to 69 schools in the most underdeveloped regions of the country.

However, the federation very much maintains an international focus and, in partnership with the Hungarian Ministry of Foreign Affairs and Trade, teqball has been part of a series of diplomatic donations in over 20 countries during the last three years. In countries such as China, Ghana, Israel, Japan, Nigeria, Palestine and Qatar, table donations were made to orphanages, schools, universities, and municipalities, with intention being for the sport to contribute to a healthy, active and more peaceful future for societies around the world. 

Also on the on international stage, FITEQ teamed up with the United Nations Alliance of Civilizations earlier this year to promote the #OneHumanity campaign to teqball’s 5+ million social media followers.

Turning to FITEQ’s focus on sustainability, the governing body is a passionate advocate for the sports industry being a role model for wider society. Murányi noted, “In recent years, the world has gained a better understanding of the urgent need to act on climate change. A significant part of this important shift in mind-set can be attributed to young people. It is their future, and their children’s future, that we have a duty to protect. But to do so effectively, we have no time to waste and we must act now.

“Also on the on international stage, FITEQ teamed up with the United Nations Alliance of Civilizations earlier this year to promote the #OneHumanity campaign to teqball’s 5+ million social media followers.”

As a sports organisation with a global reach, FITEQ has an obligation to use its platform to build awareness of climate change and communicate clear and simple steps that can make a real difference.”

FITEQ is a UN Sports for Climate Action Framework Signatory and recently reinforced its commitment to climate action by joining the UN Race to Zero campaign. In its bid to reach net zero as an organisation and at all of its events, as well as supporting its 121 National Federations to do the same, FITEQ launched a Sustainable Development Handbook earlier this year. 

The handbook outlines specific UN Sustainable Development Goals (SDGs) that are directly relevant to the sport and provides clear guidance on FITEQ’s ambition in each area. The handbook then proposes practical solutions that its stakeholders can adopt and implement to ensure they are a part of the teqball family’s overall contribution to the SDGs. 

“FITEQ is not asking for major investment”, Murányi explains, “but if everyone starts small it can make a substantial difference. Start small, or start big – it’s entirely up to you. But make sure to start somewhere.”

The message from FITEQ is loud and clear – everyone can contribute. Teqball is growing exponentially from a sporting perspective, with thousands of new players and fans joining the global community every day. At FITEQ, using this growth to have a wider impact on society will always be a key priority.

England Athletics And Roster Athletics Launch New Partnership

We are delighted to be partnering with Roster Athletics to provide a new, innovative digital platform which will help transform competition for our sport. 

This new collaboration will see us adopting the full suite of products available on the Roster Athletics competition management platform for all our Championships, moving forward, including their brand new online entry system.

In addition to using the system for our own Championships, we are delighted to be able to offer full use of the system to all our affiliated clubs, events promoters, and associations. Organisations affiliated with us can start using the Roster system today and benefit from the following features:

  • Online athlete entry
  • Setting up events, schedules, start lists
  • Automated seeding and qualification
  • An automated connection to timing systems for results (FinishLynx)
  • A fully connected consumer app for athletes, spectators and coaches to follow results in real time
  • A meet management app, allowing live input of field results

This will provide a user-friendly system that can be used by individuals at all levels of the sport regardless of their technical capabilities.

“Over the last three years we have done extensive research into the development of online entry systems and competition management systems, specifically relating to track and field,” said Nicky Kellett, Digital Project Manager at England Athletics. “Following the success of our trials with Roster Athletics’ competition management platform during the last year, including at the 2021 Manchester International, and England Athletics U17 and U15 Combined Events Championships, incorporating the European Athletics Combined Events Challenge, we are delighted to be partnering with Roster.”

“The advanced functionality and features on the Roster Athletics’ competition management platform make running competitions easier, more efficient and less time consuming for all organisers,” added Andy Day, Teams and Competitions Manager at England Athletics.

“Being one of the largest and most prominent athletics federations in the world, we are thrilled to launch this partnership with England Athletics,” said Christian Birk, founder and CEO at Roster Athletics. “England Athletics is digitally forward-thinking and very professional about their ambitions. We look forward to collaborating together to transform the sport,” he added.

Fenway Sports Group Reaches Agreement To Take Controlling Interest Of NHL’s Pittsburgh Penguins

The Pittsburgh Penguins and Fenway Sports Group (FSG), a global sports, marketing, media, entertainment, and real estate company, today announced that FSG has entered into an agreement to acquire controlling interest in the Pittsburgh Penguins hockey team. The deal, which is subject to approval by the National Hockey League (NHL) Board of Governors, is expected to close before the end of the year.

As part of the transaction, Mario Lemieux and Ron Burkle will remain part of the ownership group and will be closely aligned with FSG. Lemieux, a member of the Hockey Hall of Fame, will continue his role guiding hockey operations for the organization. In addition, continuity of leadership will be maintained among the club’s senior management team of CEO David Morehouse, COO Kevin Acklin, President of Hockey Operations Brian Burke, General Manager Ron Hextall, and Head Coach Mike Sullivan.

Mario Lemieux said:

“We want Penguins fans to know that we would only enter a partnership of this magnitude with leaders who share our values. Over the years, we have been approached multiple times by various groups interested in purchasing the team but never found the right fit. In FSG, however, we met an experienced group of leaders with a passion to win championships and a vision that aligns with ours. Just as importantly, they have at their core a stewardship philosophy rooted in local community impact and investment. It is a winning combination. 

“As this new chapter begins, I am happy to tell you that Ron and I will both remain part of the ownership group. For the past 22 years, we have shared a special bond that allowed us to work so well together, keep the team in Pittsburgh, build a new arena and bring home three Stanley Cups.

“This is a new beginning, not the end of an era. I will continue to be active and involved with the team long-term, helping to oversee and guide the operation just as I always have. In addition to continuing my role, there will be a continuity of leadership with the club’s senior management under CEO David Morehouse, COO Kevin Acklin, President of Hockey Operations Brian Burke, and General Manager Ron Hextall, who will all remain in their positions. 

“I have been fortunate to be part of the Penguins organization for more than half my life and have had the unique privilege of your incredible fan support as a player and owner. Thank you for being on this journey with me and our entire organization. Together with our new partners, we will work tirelessly to continue to make you proud and bring another Stanley Cup back to Pittsburgh.”

FSG Chairman Tom Werner said, “The Pittsburgh Penguins are a premier National Hockey League franchise with a very strong organization, a terrific history and a vibrant, passionate fan base. We will work diligently to continue building on the remarkable Penguins’ tradition of championships and exciting play.

“We are particularly excited to welcome Mario Lemieux and Ron Burkle to FSG and have the utmost respect for all they have done to build the Penguins into the perennially successful franchise we know today. We look forward to working with Mario, Ron and the entire Penguins front office team.”

Lemieux and Burkle, who purchased the team in 1999, enjoyed a 22-year partnership that delivered three Stanley Cups and the construction of PPG Paints Arena, a multi-purpose venue which opened in August 2010 and is considered one of the top facilities in North America. Under their leadership, the Penguins have consistently led the NHL in local TV ratings, social media, sponsorships, and community and youth hockey investments, while selling out more than 600 straight games.

“As the Penguins enter a new chapter, I will continue to be as active and engaged with the team as I always have been and look forward to continuing to build on our success with our incoming partners at FSG,” Lemieux said. “They have an organizational philosophy that mirrors the approach that worked so well for Ron and me over the past 22 years.”

“Mario and I came in together, and we are excited to become a part of the new ownership group,” Burkle said. “The Pittsburgh Penguins will be in good hands with FSG, and Mario and I are here to support them, committed as much as we’ve always been to the success of the franchise.”

“Fenway Sports Group brings everything we could ask for in an ownership partner to help continue the historic success of the Pittsburgh Penguins,” said Morehouse. “They understand what the Penguins mean to Pittsburgh, and they bring to us the latest in cutting-edge sports research, data analytics, player training and performance, real estate development, and organizational excellence. This combination is a truly exciting partnership that positions our club at the forefront of the future of professional sports and allows us to build upon what Ron and Mario created.”

Bank of America served as financial advisor to FSG, and Citi served as financial advisor to the Penguins on the transaction. Shearman & Sterling served as legal advisor to FSG, while Reed Smith served as legal advisor to the Penguins.

The NFL Opens Digital Store With Roblox

The National Football League, alongside Melon, have opened an all-new virtual store in online game Roblox.

There will be two separate drops, a current one where player are able to purchase jerseys and helmets from their favourite team in the AFC conference.

Then in December a similar range of items will become available for the teams in the NFC conference.

There is also a free 3D helmet available to those in the game.

Roblox first teamed up with the NFL in 2019 for the season, so this a return to the game that is extremely popular for many young people, with 67% of its users under the age of 16 according to statistics from Backlinko and only 14% above 25.

Manchester City Partner With Sony To Develop Digital Fan Experiences

Manchester City has announced a new global partnership with Sony Group Corporation (Sony) which aims to develop new digital fan experiences that will be at the cutting-edge of global sport.

The Club will conduct a PoC (proof of concept) with Sony, which will leverage Sony’s ground-breaking technologies and City’s global fanbase to develop new forms of digital content.

The aim of this collaboration is to create a global online fan community where fans can interact with the Club and each other within an online ‘metaverse’ which will be a virtual recreation of the Etihad Stadium.

City was named the Most Innovative Sports Team in the world by the Sports Innovation Lab earlier this year and will be Sony’s first sports partner in this space, building on Sony’s successful digital fan experiences in music and the wider entertainment industries.


                        Manchester City partner with Sony to develop digital fan experiences

“At Manchester City we have a strong pedigree of continuously embracing the latest technologies to enhance our operation – with particular focus on exploring ways to engage and entertain our global fanbase,” said Nuria Tarre, Chief Marketing & Fan Experience Officer at City Football Group.

“This partnership with Sony puts City at the development stage of an exciting project that will create immersive digital fan experiences that have never been seen before in football.

“We’re looking forward to launching this collaboration and bringing together Sony’s industry-leading technologies with the global network of Manchester City fans.” 


                        Manchester City partner with Sony to develop digital fan experiences

Toshimoto Mitomo, Officer in Charge of Intellectual Property and Business Incubation Platform at Sony Group Corporation, added: “Through this PoC, Sony will support Manchester City to further increase the value of its content and engagement with its fans around the world.

“Sony aims to create an online fan engagement platform that brings the Club and its global fans closer together, demonstrating our commitment to the sports entertainment business and supporting our partners in seeking new opportunities.”

Global Hotel Giant Accor Signs Seven-Year Stadium Deal In Sydney

Accor, the largest hotel operator in the Pacific, has won the naming rights for Stadium Australia, with the iconic venue in Sydney Olympic Park to begin the transition to Accor Stadium.

Accor Stadium is one of the world’s most exciting and diverse entertainment venues in the region and was the centrepiece of the Sydney 2000 Olympic and Paralympic Games. With a capacity to hold concerts for 100,000 spectators and over 80,000 people for seated sporting events, the stadium has hosted the world’s best in entertainment. This has included global acts such as Adele, AC/DC, Ed Sheeran and Taylor Swift, and sporting events like State of Origin, National Rugby League Grand Finals, FIFA World Cup Qualifiers, and Bledisloe Cup and British & Irish Lions rugby Test matches.

Accor Stadium will host the Australian national women’s football team the Matildas against USA in front of an anticipated record crowd on Saturday 27 November.

Minister for Sport Natalie Ward said the NSW Government was delighted to partner with Accor as the stadium’s naming rights sponsor.

“NSW is open for business and we are thrilled our local fans, along with interstate and international visitors, will be able to experience fantastic sporting and entertainment venues like Accor Stadium,” Mrs Ward said. 

“Accor Stadium will have an important role to play in NSW in 2022 and beyond and I can’t wait to see the seats filled again by those enjoying the experience of a large-scale live event.”

Accor Stadium will soon feature one of the world’s largest LED video screens at 1200sq metres. This screen is just one of many new enhancements that will improve the spectator and fan experience, and will be a unique signature of Accor Stadium.   

Simon McGrath, CEO of Accor Pacific, said that it was a natural partnership for the leading hotel operator, expanding on Accor’s promise to give customers and loyalty member’s memorable experiences beyond their hotel stay.   

“Accor is dedicated to creating incredible customer experiences, and Accor Stadium firmly aligns with this vision.  We are immensely proud of this partnership, which is an investment in limitless experiences that bring people together, from world-class concerts, to sporting and family events,” said Mr McGrath.

“This commitment also expresses our support for tourism, hospitality, events and travel, which play a vital role in our culture.”

Mr McGrath said Accor Stadium would complement ALL-Accor Live Limitless, Accor’s award-winning loyalty program, and bring many benefits to members, “Importantly, Accor Stadium will give us the opportunity to showcase our impressive portfolio of hotel, apartment and resort brands and the very best of our loyalty program ALL – Accor Live Limitless.”

“ALL-Accor Live Limitless promises to give loyalty members world-class experiences beyond our hotels. We will offer members exclusive money-can’t-buy-experiences across Accor Stadium’s events program.  Together, with our four hotels in Sydney Olympic Park with the Pullman, Novotel and ibis brands, and with the launch of Accor Stadium, the precinct will enable people to enjoy the best in hospitality and live entertainment,” commented Mr McGrath.  

Stadium Australia CEO Daryl Kerry said the venue had already welcomed more than 30 million fans since it opened in the lead-up to the 2000 Olympic & Paralympic Games and it was now set for an exciting new era as Accor Stadium.

“We are delighted to partner with Accor as we welcome people back to watch world-class sport and entertainment events,” Mr Kerry said. “Accor Stadium will also play an important role in our community hosting a range of business, community and cultural events in the various function rooms and spaces inside the stadium.”

McLaren Racing Concludes Agreement To Acquire Majority Shareholding In Arrow McLaren SP

McLaren Racing confirms today that it has completed the agreement to acquire the majority shareholding in the Arrow McLaren SP IndyCar team by the end of the year.

The conclusion of the agreement means that McLaren Racing will become the majority shareholder in the team with a controlling 75% stake, with Arrow McLaren SP to formally be part of the McLaren Racing organisation.

The team will be governed by a five-person board, comprising three McLaren Racing appointees, Sam Schmidt and Ric Peterson and will be chaired by McLaren Racing CEO Zak Brown.

Taylor Kiel, President of Arrow McLaren SP, will be accountable to Brown and the board for the overall operations and performance of the team.

Financial terms of the deal are not being disclosed.

Six Nations Rugby Announces Appointment Of Ronan Dunne As Chairman Of The Board

Six Nations Rugby today announced that Ronan Dunne has been appointed as Non-Executive Chairman effective 1 Jan 2022.

The Six Nations Board is the newly formed body overseeing the commercial and marketing operations for the Men’s, Women’s and Under-20 Six Nations championships as well as the Autumn Nations Series.

The appointment follows the completion of CVC’s strategic investment into Six Nations Rugby and is the result of a rigorous recruitment process led jointly by the unions and CVC.

With more than two decades of executive experience in the media, digital and data world, Dunne will provide strategic direction to Six Nations Rugby’s senior executive team, led by Chief Executive Officer Ben Morel.

The Six Nations Rugby partnership will invest to grow and develop the game; to further enhance the sporting spectacle of all the tournaments, the teams and the brands; and to build the data, technology, and broader commercial capabilities to support ambitious plans to grow and reach new audiences.

Dunne most recently served as CEO of Verizon Consumer Group, where he remains a strategic advisor to the Verizon CEO. He leads the teams responsible for providing wireline voice, data and video services and wireless connected experiences to more than 100 million consumers in the United States every day, in addition to building the first 5G technology network.

Previously, Dunne was CEO at Telefónica UK, leading O2 UK, the largest wireless operator in the United Kingdom.

“As both Chairman, and as a fan, I’m excited to be partnering with the management team, the Six Unions and Federations, and CVC at what is a pivotal moment for men and women’s international rugby,” commented Dunne, “We’ll be building on incredible foundations, with a global outlook and a fan-first approach.”

Ben Morel, CEO, Six Nations Rugby added “I’m incredibly proud of what we have collectively achieved in the last few years, especially in recent challenging times. Six Nations Rugby and its constituent Unions and Federations have never been more united in the view that rugby has a significant opportunity to unlock and I look forward to working with Ronan in this next exciting chapter.”

John Jeffrey, Chairman of the Scottish Rugby Union, will continue to lead the Six Nations Council as President, with Bernard Laporte, President of the Federation Francaise de Rugby, as its Vice President.

The Council, constituted by the Six Unions and Federations, will continue to be responsible for overseeing all sporting and regulatory matters related to the matches within the jurisdiction of Six Nations Rugby.

Sounding Good Vs Doing Good

Find out how to avoid greenwashing and add integrity to your sustainable sports travel strategy.

Avoid information overload and develop a sustainable strategy that works…

There has been a flood of information regarding environmental sustainability and travel over the last few months as organisations race to publicise their new sustainability efforts. However, not everything is as green as it seems and teams who are looking to limit their impact on the environment can soon become victims of greenwashing.

What is greenwashing?

The term ‘greenwashing’ is used to describe the process of making unsubstantiated claims regarding how environmentally sound an organisation’s products or operations are. These claims often create a false impression or provide misleading information, causing customers to see an organisation’s products as more environmentally friendly than they actually are or that the organisation’s actions are working towards a CO2 net zero or carbon neutral goal.

“Tree planting initiatives are often popular with consumers looking to contribute to environmentally friendly projects, as tree planting provides a very visual representation of taking action to repair damage to the planet.”

Despite setting off with the best of intentions, those responsible for steering their team’s sustainability programme can soon feel overwhelmed and confused due to the amount of misinformation surrounding environmentally friendly initiatives.

Here we take a look at three of the most popular initiatives being added into sustainability strategies right now and highlight key considerations that teams should take when deciding which is right for them:

Tree planting

Tree planting initiatives are often popular with consumers looking to contribute to environmentally friendly projects, as tree planting provides a very visual representation of taking action to repair damage to the planet.

Reforestation (the process of planting trees in a forest where the number of trees has been decreasing) and afforestation (the creation of a new forest) projects are associated with the reduction of air pollution, the absorption of carbon dioxide and the provision of habitats for wildlife – all of which contribute to environmental sustainability strategies. However, the impact of tree planting initiatives remains at a relatively small scale when compared with wider conservation projects.

Teams looking to contribute towards tree planting initiatives should keep in mind that many of these projects are uncertified and unregulated, meaning that they are not held to account by appropriate governing bodies and cannot provide consumers with verified proof of their contribution.

“SAF (Sustainable Aviation Fuel) has been estimated to generate 80% less carbon emissions than conventional fuel sources, which has created the perception that it will have a huge impact on the environment.”



There is also often little information available on the wider context of these projects; for example, what effects have these projects had on local communities? How long do these trees live for? Are the trees being planted in the right place? Although tree planting can be a positive step, it’s important that teams give due consideration to how effective the initiative is when compared with others.

Sustainable aviation fuel

Sustainable Aviation Fuel (SAF) is a type of fuel produced from sustainable feedstocks and is similar in its chemistry to traditional fossil jet fuel. Some typical feedstocks used are cooking oil; solid waste from homes and businesses, such as packaging, paper, textiles, and food scraps; forestry waste, such as waste wood, and energy crops, including fast growing plants and algae.

SAFs are seen as a way to reduce carbon emissions as many of the feedstocks used to create them absorb CO2 while growing.

As the latest buzzword(s) within the travel industry, SAF is understandably attracting the attention of many teams who are looking to limit the impact of their travel on the environment. SAF has been estimated to generate 80% less carbon emissions than conventional fuel sources, which has created the perception that it will have a huge impact on the environment. However, there are still a few key obstacles to overcome before SAF can be part of meaningful change.

It’s important for teams considering contributing to SAF programmes to bear in mind that the creation and adoption of SAF is a change that airlines will need to embrace anyway, regardless of customer contributions. The use of SAF only accounts for 1% of all commercial flights currently, meaning that it’s impact is still relatively small and although SAF is more environmentally friendly than traditional fuels, its use does still create emissions that ultimately need to be offset.

Carbon offsetting

Carbon offsetting programmes are designed to counterbalance the effects of unavoidable travel by buying carbon credits. A carbon credit is produced when one tonne of CO2 is avoided or removed from the atmosphere. These credits are verified and audited by independent international standards.

Giving a clear statement of intent, carbon offsetting is a practical and proactive way of limiting our effects on the environment when compared with more abstract policy setting. Funding global projects through carbon offsetting is a direct way of aiding in the expansion of emissions reductions projects, primarily in the developing world. The main credit ‘type’ are nature based solutions including the restoration and conservation of forests, wetlands and grasslands. In addition to the climate benefit, these projects have strong associated co benefits for biodiversity and local livelihoods. Some renewable energy or energy efficiency projects are also examples of different types of carbon credit generating projects.

“Carbon offsetting is still seen by many teams as being a complicated process.”

However, carbon offsetting is still seen by many teams as being a complicated process. Not only do those responsible for a team’s sustainability programme have to engage key stakeholders in committing to reducing carbon emissions, they must then source the carbon credits through a third party. Finding the right carbon offsetting project is hard and requires specialist due diligence to ensure that the project is performing as it states. All projects should be verified and certified by credible third party standards and checks should be made to ensure that the emissions reductions are real, permanent and additional and that monies raised from the sale of credit reach those communities on the ground.

Finding the right solution for your team

It’s important to talk to your travel provider when you begin to develop your team’s wider sustainability strategy, as they will be able to look at how your team travels and recommend strategies that are most relevant.

ATPI developed ATPI Halo in order to help guide customers and offer the most value when it comes to strategic carbon offsetting. By sourcing a selection of projects from leading providers , all of which are accredited to the highest standard and meet many of the UN’s Sustainable Development Goals, ATPI Halo simplifies the process of carbon offsetting and offers expert consultancy alongside, ensuring that teams can develop an approach to carbon offsetting that fits with their wider business goals. ATPI has partnered with specialists in carbon offsetting, such as Respira, to ensure that we deliver only the highest quality carbon credits to our customers.

If you’d like to find out more information about carbon offsetting and sustainable travel consultancy then please VISIT ATPI HALO.

Vertu Motors Expands Sports Partnerships In Double Deal With EFL Clubs

Vertu Motors, the Gateshead-based motor retail brand, is expanding its sports portfolio with two new partnerships in English football.

The multi-team deal will see Vertu Motors joining forces with Middlesbrough FC and Sunderland AFC, two of the region’s most-loved football clubs, as the company seeks to continue to build engagement with supporters in its heartland.  

The deal will see Vertu Motors become the Official Car Retailer for each club in the current 2021/22 seasons.

Both the deals incorporate matchday activation, digital opportunities, and player appearances throughout the partnership, while there will also be a focus for the brand on ensuring PR and marketing activations across the season.

Robert Forrester, Chief Executive of Vertu Motors, said: “We are delighted to expand our football sponsorship portfolio with two historic and much-loved clubs in the North East. 

“Sunderland and Middlesbrough both have huge support and demonstrate a real commitment to their respective communities, which is fundamental to how we want to promote our partnerships, with a number of our car dealerships also located in proximity of both our new club partners.

“We look forward to working closely with them to bring the Vertu Motors brand to their audiences and support their various football initiatives across the region.”

Sunderland AFC’s Chief Operating Officer, Steve Davison, added: “We are delighted to welcome Vertu Motors as an official partner of Sunderland AFC. Vertu are an established and respected national brand and they are renowned for their commitment to quality service and customer care.

“Based in the North East, they have an ever-growing presence within the region and we look forward to working with them to establish a strong and lasting partnership.”

Lee Fryett, Head of Commercial at Middlesbrough FC, said: “We are delighted to welcome Vertu Motors to Middlesbrough Football Club as a club partner.

“We are excited to work with the Vertu Motors group and are proud to be partnering with of one the largest automotive retail groups in the UK.”

The addition of the two football clubs expands Vertu Motors’ partnerships in sport, which include deals with the Newcastle Eagles basketball team and naming rights for the Eagles’ Vertu Motors Arena in Gateshead, close to the brand’s headquarters.

Vertu Motors also holds a partnership with the Professional Footballers’ Association for the PFA Vertu Motors Fans’ Player of the Month Award across the next two seasons.

North of the border, another of the wider Group’s brands, Macklin Motors, has partnerships with Hibernian FC, Heart of Midlothian FC and is a Community Partner of Celtic FC.