Edgbaston cricket stadium in Birmingham has utilised its recent Specsavers Ashes series Test match to unveil a new partnership with menswear brand LUKE.

The partnership, which will run until the end of 2019, has given West Midlands-based LUKE marquee branding sites within the stadium bowl at Edgbaston, which were installed ready for last week’s Specsavers Ashes Test match and will remain for Vitality Blast Finals Day on 21 September.

Ben Seifas, Commercial Partnerships Manager at Edgbaston, said: “Attracting a global brand like Luke to our commercial partners portfolio demonstrates just how attractive cricket and our programme of major matches at Edgbaston is in the current sporting landscape.

“Whilst our activation of this initial partnership includes branding for the remainder of 2019, with such a great programme of major matches secured at Edgbaston over the next five years and the launch of a Birmingham-based team in the ECB’s new competition, The Hundred, we’re committed to exploring more opportunities of how these two iconic Midlands brands can work together long term.”

Luke Roper, Creative Director, who launched LUKE in 2001, said: “We are thrilled to continue building our fantastic relationship with England’s cricket community by partnering with one of the country’s leading cricket grounds, and home to Warwickshire County Cricket Club and the Birmingham Bears.

“Edgbaston has a rich heritage we are proud to be part of. Our aim is to engage fully with the team’s fans and cricket supporters world-wide.”

Norwich City has embarked on a new multi-year partnership with Norfolk performance car brand Lotus.

The collaboration will see the training facility at Colney renamed The Lotus Training Centre, and the all-new Academy building renamed The Lotus Academy. Lotus branding will feature on the first-team ‘walk-out’ jackets, on all Academy shirts from the Under-23s squad through to the Under-9s, and on pitchside branding at Carrow Road.

Simon Clare, Executive Director, Global Marketing, Lotus, said: “Lotus is a brand born for and out of performance and competition, so this partnership is perfect for both parties. Together Lotus and Norwich City Football Club share core values – commitment, passion, focus, hard work, a winning mindset – and the success that flows from them.

“This partnership joins two iconic Norfolk brands as they accelerate on to the global stage together. Both share a desire for innovation and, as we herald a new era together, we are incredibly excited about playing a part in the development of Norwich City and its talent. Today we are investing in that future.”

Ben Kensell, Chief Operating Officer at Norwich City, said: “This is a momentous deal for us. We’re so thrilled to partner with one of the most iconic and high-profile brands, not just in Norfolk, but across the UK and internationally. I’m proud that our resurgent Club is partnering with Lotus at a time when it is relaunching its brand into a new and exciting future. The synergies between our two businesses are striking, and for our Academy players to be proudly wearing a shirt that has such a well-loved logo on is really special.”

Northampton Saints has partnered with Nutrition X, which will see the Gloucester-based firm become the Club’s official sports nutrition supplier.

Nutrition X will provide Saints’ playing group with products from their comprehensive line of powdered, bar, tablet, capsule and gel supplements which have been developed by a team of world-renowned sports nutritionists.

Nutrition X will work with Saints’ strength and conditioning staff to tailor additional nutritional support for Northampton’s senior and academy squads to help individuals attain their fitness goals, and to give the Club an edge on the pitch.

“We’re delighted to have secured a partnership with Nutrition X,” said Northampton Saints’ head of athletic performance, Tom Bullough.

“They have a proven track record of success within the world of professional sport, so it’s a natural fit for Saints as we aim for further honours this season. Our players need to have access to safe products that are proven to make a difference. Working in elite sport, you also can’t take any risks, and Nutrition X use top-quality ingredients to provide great-tasting products that also meet the gold standard for safety.”

James Markey, managing director at Nutrition X, added: “We are thrilled to be announcing our new partnership with Northampton Saints. We are really excited about the plans the Club has for the coming season and what we have in place for our partnership together. It’s fantastic to be working with such a major club in the English Premiership and we look forward to assisting the Club’s nutritionist, Marcus Hannon, and the rest of the staff and players.”

Gen.G, the global esports organization has matched with Bumble,the women-first social networking app.

Through this partnership between Bumble and Gen.G, the two brands will also develop new platforms to drive empowerment in the gaming community. Bumble has now added a ‘gaming’ badge that Bumble BFF users can easily showcase on their profiles. Gamers on Bumble BFF can now filter their matches to easily find other gamers to connect with in their communities.

Bumble will become an official partner for Kristen Valnicek (@KittyPlays), Gen.G’s Head of New Gaming Initiatives, as well as partner to #TeamKitty, a network of hundreds of women gamers and streamers organized by KittyPlays. Gen.G and Bumble will develop custom content and deploy a series of activations including co-hosted events, live-streaming opportunities and more, utilizing KittyPlays and #TeamKitty.

Chelsea Maclin, VP of Marketing at Bumble said: “We’re trying to support the women who are already building incredible communities in gaming. We’ve built strong communities through Bumble and Gen.G and we’re excited to work together to help bring the gamer community together in real life. Together with Gen.G, we want to empower women trailblazers, and make it easier for them to connect with their community whether it be through dating, friendship, or networking.”

Chris Park, CEO of Gen.G said: “Within Gen.G and beyond, we are building a platform that reflects and enthusiastically champions the diversity of our global fan base. The indispensable voices of women in our executive team — including our Head of New Gaming Initiatives, Head of US Content, and Head of Creative Design & Merchandising — are no doubt key to realizing this mission. But we can and need to do so much more. Bumble’s partnership with Gen.G will create more inclusive, supportive environments in which all passionate esports athletes can compete and connect.”

Saira Mueller, Head of US Content for Gen.G and the founder of the Women of Esports Foundation said: “Here at Gen.G we really pride ourselves on providing the best resources and support for all of our pro players—regardless of their gender. Now, with Bumble on board, we can level up our support of Maddie, Tina, Carlee, and Hannah, who are some of the best female Fortnite players in the world. I’m excited to see where Team Bumble takes them and how it shifts the narrative for women in esports as a whole.”