McLaren Partners Luxury Fashion Brand Rhude For Capsule Collection

McLaren Racing has announced a collaboration with luxury fashion brand, R H U D E, to produce a set of exclusive capsule collections launching throughout the 2021 Formula 1 season.

The collections will reimagine the powerful stories and iconography of McLaren’s Formula 1 history, conveying the style and energy of racing into innovative and progressive designs.

R H U D E, founded by Rhuigi Villaseñor in 2015, is a design venture born out of Los Angeles, balancing luxury techniques with streetwear elements showcased as ready-to-wear and tailored collections. R H U D E’s journey chronicles the evolution of a man from adolescence to maturity, a narrative reflected in each collection with both the Creative Director and brand continuing to grow its expanding global fanbase.

McLaren and R H U D E will bring the brands’ pioneering ideals and unique history together to form a collaboration that will pay homage to racing legend Bruce McLaren, as seen through the lens of modern luxury and Rhuigi’s own respect for Formula 1, resulting in a unique fusion of sport and fashion.

A selection of pieces from the first capsule collection will feature in the 2021 Paris Fashion Week in the R H U D E Fall and Winter 2021 collection, Storms Never Last. The official launch for the first R H U D E x McLaren collection is set for Summer 2021 with an exclusive fan digital preview to be announced.

Rhuigi Villaseñor, Founder & Creative Director, R H U D E said: “My team and I at R H U D E couldn’t be more excited about this collaboration with McLaren — it’s a dream project. This collection will pay homage to Bruce McLaren and the iconic history of the McLaren F1 team. Inspired by the iconic paddock fashion worn by Formula 1 legends throughout history, the R H U D E x McLaren collaboration will reimagine the sport and modern luxury into an innovative and progressive collection.”

Ben Priest, Senior Vice President, Partnership Development – Americas, McLaren Racing said: “McLaren Racing’s collaboration with R H U D E is an exciting step as we continue to engage a global fanbase. R H U D E has a finger on the pulse of culture & lifestyle in America, and we’re delighted to collaborate with Rhuigi as he draws inspiration from our iconic brand history and reimagines trackside style for this set of collections.”

“If We Are To Inspire Others We Should Be Operating At The Highest Level Possible, Otherwise We Won’t Be Credible”

Carbon neutral Formula E team, Envision Virgin Racing was announced as an Official Partner of the UK Government’s climate change campaign ahead of COP26 Summit this November.

As well as being certified carbon neutral, Envision Virgin Racing is also the first motorsport team to sign the UN’s Framework Convention on Climate Change and are one of just a handful of teams to have achieved the FIA’s [governing sporting body] three-star environmental accreditation.

iSportConnect spoke with Sylvain Filippi, Future Mobility Expert and Formula E Team Managing Director to know more.

 How is the team tackling COVID19 challenges?

We have very strong procedures and protocols that allow us to travel in a ‘Covid Bubble’. The whole paddock (drivers and staff) are tested prior to arriving at the paddock and only people who have tested negative can enter the paddock again.

It is a very good system and hopefully, this year we will be able to resume racing in Saudi Arabia in February. With vaccine things are expected to be better but regardless, the procedures we follow are quite safe. From the team side, we have been working from home for almost a year now and have some good work on the marketing and partnership side.

Have commercial dynamics changed?

Yes and No.

During difficult times, one can either wind down and wait for the storm to pass or just keep walking. We took a very different approach and actually, have worked harder than any other year to compensate for no activity on the track side. We have come up with new marketing initiatives like doing digital events, conferences which wouldn’t have been the case if we were racing.

However, since there were no races, we lost out on the media value and broadcaster value last year and hopefully, this year we will have a strong calendar with lot of races and will travel around the world and have different fan engagement activities.

Tell us about the recent COP26 partnership and the strategy behind it. What do you aim to achieve out of the same?

We partnered with the COP26 Together for Our Planet campaign to encourage global action against climate change. COP26 is doing what we do best and our interests are perfectly aligned which is to come up with solutions to fight climate change.  

We know transport and mobility is a key part of carbon emission so if we can accelerate adoption of electric cars then we can make a significant difference. Our humble contribution is to use the power of Formula E as a sport to engage with lot of people and make them care about something.

How difficult it is to be a carbon neutral team and what are the hurdles?

It is difficult but we are hoping that one day everyone else will join us as well. We are more than just a race team. For us it is about leading by example and if we are to inspire others, we should be operating at the highest level possible otherwise we won’t be credible. Being carbon neutral is a whole process and we have different agencies to ensure everything functions properly. The first thing is to identify where you are emitting carbon and the process takes a year.

Tell us what are the innovative technologies you are integrating?

To help fight climate change, we need to look from all angles. Everyone knows that electric cars do much better and use renewable energy. What many are doing now is using non-renewable energy and burning fossil fuels to charge their cars.

We want to make people want to drive electric cars. We want to portray powerful cars which are light and efficient and the more innovative technologies we use, the more people want to buy the cars. And hopefully, in 9 years time when we hear about commercial engines being banned in the UK, it will be no issue as electric cars would be great.

We are seeing the impact of this with global EV sales rising from 330,000 from when the championship first began to 2.17million in 2019. Even during the bleakest of economic times, sales rose 185% last year in the UK alone and EVs have outsold petrol and diesel cars in Norway, for example, showing that EVs are about to become mainstream and play a key role in reducing carbon emissions.

British Gymnastics Signs Kukri As Official Teamwear Partner

British Gymnastics has signed an exciting new partnership with Kukri, who become the Official Teamwear Partner to British Gymnastics.

The ground-breaking deal will see Kukri supply teamwear to all disciplines and all age groups that compete internationally for Britain.

Speaking about the partnership, Gareth Harvey, Executive Director – Finance & Commercial, said: “This is another very exciting announcement for us to make. Kukri have provided kit to non-Olympic disciplines for many years now, but this deal will see all gymnasts at all levels that compete internationally for Britain wearing the same kit.

“With there set to be five European Championships and five World Championships this year, it’s a great time to announce this partnership, providing plenty of opportunities to see gymnasts in their new teamwear.”

Chris Marshall, Kukri’s Sales Director GB & Europe, added: “This is a really positive statement for Kukri Sports and the start of a true partnership, with one of UK sports’ most successful NGB’s.

We have all come through a difficult year and we’re looking forward to pushing ahead together as partners to a bright future and a new era for British Gymnastics. We want to capture what it means to be back representing the UK squads on the international stage and to be a committed part of the journey to get there.”

Fnatic Agrees Snacking Partnership With Jack Link

Leading esports organisation Fnatic has announced a multi-year partnership with Jack Link’s, a global leader in branded protein snacking and the world’s largest meat snacks manufacturer. 

After a successful activation in 2019, Fnatic and Jack Link’s EMEA have teamed up again to enable gamers across Europe to power through their grind without compromising taste or nutrition. By having access to Fnatic’s massive network of fans and players, this partnership will allow Jack Link’s to expand its reach across EMEA and establish the brand as the primary protein snack for gamers.

Fnatic and Jack Link’s will work together to give gamers, whether beginners or competing on the world stage, the tools they need to achieve their personal goals. From providing plenty of the high protein Jack Link’s products, through to the development of content, in-game activations, online and physical tools as well as story-telling from the pros, every aspect of this partnership will be centred around enabling gamers to power through their grind.

Selecting Jack Link’s as Fnatic’s first global snack partner represents the company’s continued commitment to maximising and enhancing esports performance, while prioritising the health and wellbeing of its players. The Jack Link’s logo will be featured across the right sleeve of all Fnatic team jerseys immediately, and across the right sleeve of the retail jersey from May.

“In fast-paced online competition, gamers need a consumable respite that gives them the energy to get through their grind,” said Neil Walker, Partnerships Manager at Fnatic. “At Fnatic, we have a performance-first philosophy to ensure gamers are always playing at their best. All of Jack Link’s snacks are made with 100% beef, are high in protein and have less than 80 kcal per serving.”

Gamers have a reputation for snacking on sugary, greasy food that lacked nutrition which often results in an adverse impact on their performance. This collaboration unlocks gamers’ full potential by providing them with the quality, protein-rich fuel needed to power through intense gaming sessions, and play to their maximum potential. 

“When it comes to nutrition, we are actively encouraging our players to eat in a way that will improve their performance in competitive games,” said Jens Hofer, Performance Director at Fnatic. “Providing them with snacks is extremely important, especially considering how long and intense gaming can be. A high protein, no-nonsense type of snack like Jack Link’s is the best option for us.”

Jan Pieter Schretlen, Managing Director Jack Link’s EMEA, said that snacking while gaming is an exciting area for the brand. “Our products are the perfect snack, no matter if at home or on the go, at work or during leisure time activities such as gaming. Beef Jerky is a natural source of protein, giving lasting energy and hence supports endurance.” He continued in saying, “we want to be a true partner, supporting gamers on all levels and building relationships both in competitive as well as amateur gaming.”

Southampton FC Teams Up With Asante Kotoko For Partnership Programme

Southampton Football Club Asante Kotoko SC, one of the leading professional clubs in Africa, to its growing portfolio of International Club Partners.

Over the course of the partnership, Southampton will support the development of Ghanaian Premier League Asante Kotoko’s strategy both on and off the pitch.

Southampton will share their industry-leading coaching expertise to help Asante Kotoko realise their ambition of building a sustainable Academy and pathway to the first team, with year-round remote support supplemented by regular visits to Ghana throughout the partnership from the club’s International Football Partnership team.

The partnership will include Academy staff exchange visits between the UK and Ghana, as well as opportunities for Asante Kotoko’s young players to attend annual UK Player Development camps and experience the Southampton Academy methodology first-hand, when travel corridors open up and it is safe to travel.

Southampton will also support the development of Asante Kotoko’s commercial and operational strategy through collaborating on key projects.

Based in Kumasi, Ashanti Region in Ghana West Africa, Asante Kotoko have been champions of the Premier League a record 23 times, have won the CAF Champions League twice and were named the African club of the century by International Football Federation of History and Statistics (IFFHS).

Asante Kotoko’s CEO, Nana Yaw Amponsah commented: “This partnership enables us to plug Asante Kotoko into Southampton in such a way that Kotoko functions like Southampton. Kotoko would have everything Southampton has but to a level that reflects our different budgets. I believe that with the expertise and resources available at Southampton, we can tap into this and develop our setup to look and feel professional like Saints.”

Mark Abrahams, Director of Business and Community Development commented: “During these challenging times we’re delighted to have agreed a long-term partnership to work with Asante Kotoko.  Nana Yaw has a clear vision for Asante Kotoko to be a self-sustainable football club both on and off the pitch. We look forward to working with him and his team to support their development.”

The Jockey Club Charts Future Growth With Commercial Appointments Headed By Disney’s Boss

The Jockey Club has announced three senior commercial appointments as part of its future growth strategy and new operational structure introduced on the back of the coronavirus pandemic.

The Jockey Club’s commercial appointments are headed by Charlie Boss who will join from The Walt Disney Company in March in the new role of Chief Commercial Officer. He will be based in the company’s head office in London and report into Chief Executive, Nevin Truesdale.

Charlie is currently Disney’s Commercial Director for Sports across Europe and Africa, where he oversees commercial activities for ESPN including digital media, content sales and direct-to-consumer services. He also leads ESPN’s UK office.

Previously he was Head of Marketing, Commercial & Strategy for ESPN for Europe, Middle East and Africa. He has also worked at the RFU and The FA, and is a Board Trustee of London Sport and a Member of the NSPCC’s Sports Board. He was identified by Sport Industry Group as a NextGen industry leader.

Also joining The Jockey Club’s commercial division is former NFL Director of Partnerships for the UK, Alexandra Goldschmidt, who was most recently Commercial Director at Harlequins, where amongst various commercial achievements she drove the growth of the most successful sponsorship programme within the Gallagher Premiership. She joins as Director of Partnerships on a fixed-term contract covering the maternity leave of The Jockey Club’s Carey Weeks.

The Jockey Club has also promoted Hannah Grosvenor to the position of National Sales Director. Her performance has seen Hannah rise through the ranks since joining The Jockey Club in 2008 in Newmarket. She has held the positions of Sales Executive, Business Development Manager, Regional Sales Manager and Regional Head of Sales.

The Jockey Club, whose Patron is Her Majesty The Queen, stages some of the UK’s most famous events and would normally welcome around four million people to its venues nationwide each year. As well as running the likes of the Randox Grand National Festival, The Cheltenham Festival and The Derby Festival, The Jockey Club is also one of the UK’s leading music promoters, runs The National Stud and operates racehorse training centres in Newmarket, Lambourn and Epsom Downs.

Nevil Truesdale said: “These are three key commercial appointments for The Jockey Club and I’m looking forward to supporting and enjoying the success of Charlie, Alex and Hannah in the months and years ahead. Their appointments are the latest examples of the kind of talent we are privileged to welcome and nurture within The Jockey Club, which will ensure we recover from the Covid-19 pandemic on as strong a footing as possible.

“Charlie and Alex bring fantastic track records from Disney, The NFL, ESPN, the RFU, The FA and Harlequins between them, while Hannah’s achievements are a product of her own effort and the support around her within The Jockey Club, making her a great exemplar of what any Jockey Club employee can achieve.”

Extreme E Agrees Broadcast Deal With Seven.One Sports In Germany

Extreme E, which is set for its first race in just 75 days, has signed a long-term exclusive broadcast deal with Seven.One Sports, the sports business unit of Seven.One Entertainment Group, in Germany.

The Seven.One Entertainment Group is a 100% subsidiary of ProSiebenSat.1 Media SE and combines the ProSiebenSat.1’s channel brands, digital platforms, all content and its marketing under one roof.

The live racing will be broadcast on free-to-air channel ProSieben MAXX in Germany, Austria and Switzerland. The new racing series is available to viewers not only during the races on TV, but also on all digital channels such as the high-reach sports platform ran.de, the mobility and sustainability portal goingreen.de, the “ran racing” YouTube channel plus motorsports podcasts.

Ali Russell, Chief Marketing Officer at Extreme E, said: “We are thrilled to confirm the Seven.One Entertainment Group as our broadcast partner to Extreme E. Germany is well known for its fantastic motorsport heritage and is an important focus for us as a championship. We have two German teams, a German driver, and our Founding Partner, Continental is headquartered there, along with many of the world’s leading automotive brands and partners.


“I’m delighted ProSieben MAXX’s audience will have access to Extreme E’s new racing concept, incorporating electric SUV racing in some of the most remote corners of the planet, all of which have been detrimentally impacted by the climate crisis. Not only will the programming show live racing action but also will highlight the wider stories of the championship around electrification, environment and equality.”

Stefan Zant, Managing Director of Seven.One Sports, said: “Mobility and sustainability are very important topics for the Seven.One Entertainment Group. Since the Extreme E racing series combines motorsport with sustainability in a very special and spectacular way, it fits very well into our sports rights portfolio. We are pleased to be able to support the start of the new racing series from the very beginning with a comprehensive offering via our TV, digital, social and audio platforms in German-speaking countries. The coverage on all platforms is also interesting for companies who want to be active in sustainable advertising environments.”

Nico Rosberg, Founder and CEO of Rosberg Xtreme Racing said: “As the start of the very first Extreme E season draws closer I’m delighted it will air on ProSieben MAXX in my home country, Germany. While the racing is going to be extremely exciting to watch, one of the major appeals of the championship for me is the environmental and cleantech elements that are very close to my heart. It is fantastic that ProSieben MAXX will broadcast these stories too and increase awareness of the climate emergency to the people of Germany through the power of TV.”

Sandra Roslan, Extreme E project manager at Continental, said: “We are pleased to welcome another strong and reliable broadcaster, ProSieben MAXX, to the Extreme E family. As a company with German roots, we are certain that ProSieben MAXX, focused on young people with an interest in sports, is the right partner in our very special home market. We are very much looking forward to the start of the first season.”

Irish Sponsorship Market To Grow By 7% In 2021, Reveals Research

Coming back from an unprecedented 24% decline in sponsorship investment by businesses in Ireland in 2020, the Irish Sponsorship market is set for a return to growth of 7% in 2021 to reach €182m, according to a new report by industry experts ONSIDE.

The 15th annual ONSIDE Irish Sponsorship Industry Survey report estimates that 2020 struck €54m off the size of the sponsorship market in Ireland, dropping to €170m. 7 in 10 sponsors in Ireland decreased their sponsorship investment during 2020, with 91% of these attributing the impacts of the pandemic to their cuts. The scale of the ‘Covid effect’ is evident in the fact that just 16% of Sponsors were originally planning to decrease their sponsorship investment in 2020.

According to John Trainor, Founder and CEO of ONSIDE: “Given the events of 2020, the sponsorship industry is showing good resilience, and the flexibility that rights holders and brands have shown in the past 12 months bodes well for a market recovery. While 6 in 10 sponsors have already entered difficult negotiations with their partners on how to account for the impact of Covid on their agreements, the overall ratings of the organisations that they sponsor is the highest on record.”

Despite lingering pandemic and economic clouds, including possible Brexit effects on the free movement of sport and entertainment, ONSIDE found 41% of sponsors are planning to increase their investments in sponsorship in 2021, compared with 38% a year earlier. However, the ONSIDE annual report flags that the pandemic is having a near-term impact internationally in terms of downward pressure on the value of sponsorship rights. The consultants note that “under intense pressure to bring in revenue absent due to the inability to sell tickets, many properties in mature sponsorship markets, particularly those below the top-tier national sports level, have agreed to sponsorship deals at rates 50% less than what they would have garnered pre-Covid”.

63% of sponsors in Ireland expect sponsorship fees to decrease in 2021 and although those conditions will ease with the expected return of fans later in 2021, Trainor notes that “previous experience with price elasticity in sponsorship indicates fees will not immediately bounce-back to pre-2020 levels”.

Hot sectors for sponsorship growth to watch in 2021 according to the ONSIDE research are ecommerce/online retail, supermarkets/retail, food delivery, pharmaceutical and banking, with a surge in activity among IT/tech firms also possible. The report also notes Covid-influenced spending uptick internationally from health and wellness products, such as at-home services and apps, online prescription eyewear, and digital fitness trackers, as well as Non-alcoholic beer and spirits brands.

For Irish businesses looking for a new sponsorship in 2021, GAA has rejoined Sustainability/ Environmental platforms as providing the top growth opportunities for sponsors. Cause-related and community-focused sponsorships, along with e-sports and radio sponsorships are also growing in sponsor appeal this year.

Vodafone’s partnership with the IRFU was again voted by the industry as the best sponsorship of the past year, with others standing out including supermarkets SuperValu & Lidl, financial services providers AIB, Bank of Ireland and FBD and energy sponsors Bord Gáis Energy and Electric Ireland. Guinness was voted the most admired sponsor of 2020 in ONSIDE research with the Irish public.

Among the sponsorship industry budget holders surveyed, Katie Taylor stretched her lead by 18% at the top of the most marketable personality list for 2021. Trainor noted that “there was a very definite swing towards non-sports talent seen as offering potential for consideration for brand ambassadorial campaigns in 2021, including Ryan Tubridy, Paul Mescal and Amy Huberman. Paralympic hopeful Ellen Keane and boxer Kellie Harrington also contributed to the growing numbers of female talent making up this year’s Top 10 ambassadorial prospects”.

3 in 4 sponsorship industry practitioners are optimistic that the sports industry will recover from the impact of Covid-19 in the next 1-2 years, compared with 2 in 3 in the case of the live entertainment industry. Early signs of changes coming out of the turmoil include 3 in 10 rights holders investigating ways to use new AR and VR technologies in the near term, while 4 in 10 are calling out a lack of diversity and inclusion in organisations that they align with as a significant concern.

Social Media and Content marketing will continue to lead in importance in sponsorship activation plans this year, while Business to Business activations are set to grow fastest as the area of marketing that Irish sponsors plan to do more of in 2021.

Considering wider forces at play, Trainor notes that “recent trends regarding investors and rights holders will also have ramifications for sponsorships this year. Private equity firms and special purpose acquisition corporations formed in 2020 with the purpose of acquiring sports properties and related businesses will bring a new breed of owners that will likely have a major impact on the monetizing of sponsorship, media, and other rights and services offered by the properties they invest in. They could look to radically alter the structure of sponsorship agreements and terms to maximize earnings, inevitably trickling down throughout the sponsorship business”.

Hummel Replaces Under Armour As Southampton FC’s Kit Supplier

Southampton Football Club has agreed a partnership with the iconic sportswear brand, hummel.

Starting on 1st July 2021, the five-year partnership will see hummel combine their renowned product innovation and passion for doing things differently to help the club progress on and off the pitch.

The legendary Danish brand has a proud sports history and is one of the most recognised team sport brands in the world, yet have a real focus on paving the way for a better tomorrow by creating positive change through sport, a vision that aligns perfectly with the club’s own mission of turning potential into excellence on and off the pitch.

The appointment of hummel follows an extensive search to find a new partner that shares the club’s values and desire to push the boundaries. The partnership also sees the club reunite with a brand who will already be familiar with many supporters, with their famous chevrons and bumblebee trademarks having featured on several cult classic Southampton kits between 1987-1991, including the design introduced in the 1987/88 season which was based on Denmark’s 1986 World Cup shirts.

As the club’s Official Kit Supplier, hummel will design and develop match, training and travel wear across the club’s men’s, women’s and academy teams, along with a comprehensive retail offering.

Allan Vad Nielsen, hummel’s CEO said: “After 30 years apart, we’re extremely proud and honoured to be back as an official partner of Southampton FC.

“Football is engrained in our brand DNA at hummel and the partnership with Southampton represents another huge step of our ambitious growth plans and expansion internationally.

“Southampton has continuously proven its pioneering and innovative approach in the game and along with its strong values and history, this is a perfect fit for hummel. Together, we share the same values of turning potential into excellence on and off the pitch, and we are truly looking forward to be working with the club on future product collections and fan activations.”

Southampton Football Club’s Chief Commercial Officer, David Thomas, commented: “From the moment we first met the hummel team it was obvious there was a great connection between us, not only because of our past history, but also because of the potential of what we could achieve together in the future.

“hummel’s core mission of wanting to change the world through sport aligns perfectly with our disruptive approach to how we behave on and off the pitch.

“We hope these shared values will create a unique partnership that not only produces great kits for our players and fans but also redefines the positive impact two like-minded organisations can achieve together.”

Two Circles Acquires Sports Ink To Bolster Sports Ticketing Capabilities

Two Circles has acquired Sports Ink Ltd to further bolster its industry-leading sports ticket and hospitality marketing capabilities.

Following the deal Two Circles is now working on ticketing and hospitality briefs for the next editions of the world’s five most-attended major sports events, including the FIFA World Cup.

Since December 2012, Sports Ink has used innovative pricing and revenue planning to generate over 30 million ticket and hospitality sales worth in excess of $2 billion for major events including the 2016 Olympic Games, 2017 IAAF World Championships, and 2015 and 2019 Rugby World Cups.

Under the terms of the acquisition, Sports Ink founder Paul Williamson – who as London 2012 Director of Ticketing, built the commercial team and sales strategy that generated $1 billion in revenue from 11 million ticket sales – will join Two Circles as a full-time Director. Two Circles will also take on all existing Sports Ink clients and projects, which include the 2022 FIFA World Cup in Qatar, 2022 UEFA Women’s Euro in England, 2022 Commonwealth Games in Birmingham, and 2022 Men’s ICC T20 World Cup.

Gareth Balch, CEO of Two Circles, said: “Post-Covid we project a period of record demand for live sports experiences. Sports Ink’s proprietary end-to-end commercial solutions will enable us to tap into this demand and strengthen our ability to reach new audiences and maximise event-day revenue for our clients’ events. Paul’s experience and leadership will also play a central role in our evolving ticketing and hospitality offering going forward.”

Paul Williamson added: “I’ve witnessed first-hand the impact Two Circles’ marketing strategies and technology have had in attracting more people to live sport and driving sustainable eventday revenue growth. The addition of Sports Ink’s major event experience will strengthen Two Circles’ capabilities in ticketing and hospitality marketing, and I’m excited to contribute to the development of Two Circles’ service-led product offering.”

Two Circles, the Sport Industry Agency of the Year, helps leading sports rights-owners use data analytics around sports fan behaviour to drive commercial growth and is the leader in end-to-end ticketing and hospitality marketing for premium sports events. Since 2011, the agency has processed and analysed more sports ticketing and hospitality data than any other sports specialist and has helped events such as the ICC Cricket World Cup and golf’s Open Championship deliver record attendances and revenue.

The Sports Ink deal marks Two Circles’ second acquisition in as many months following the acquisition of TRM Partners, the leading independent sports rights-sales business, in November 2020. Between 2014 and 2020, TRM was responsible for $700 million in deals for sports rights-owners including the NFL, UEFA, ICC, Chelsea FC and AC Milan and has been integrated into Two Circles through the creation of a new Rights Management function.