SHORTS: MCC, ASTON VILLA, WORLD RUGBY

Marylebone Cricket Club (MCC) has announced a three-year partnership with watchmakers London Oris, making it the first official timekeeper in the history of the club.

As part of the partnership an Oris watch will be awarded to cricketers whose names are added to the famous Lord’s Honors Boards. The Oris brand will also appear on the clocktower that sits on the Mound Stand under the iconic Father Time weathervane, one of the most familiar landmarks in world cricket. Oris will also be seen on the Ground’s scoreboard.

Rolf Studer, Oris Co-CEO, said, “This is a watershed moment in the history of MCC, Lord’s and Oris. For cricket fans around the world, Lord’s is hallowed ground and the undisputed Home of Cricket. Lord’s brings people together and makes people smile, which is hugely important to us. So we’re thrilled to be partnering with MCC, which shares Oris’s values ​​of excellence, forward-thinking tradition and doing the right thing. Like Oris, MCC is aligned with the United Nations’ Agenda for Sustainable Development.”


World Rugby and British car manufacturer Land Rover have announced a new partnership which will see the Land Rover Defender become a worldwide partner of Rugby World Cup 2021, staged in New Zealand from 8th October to 12th November, 2022.

Land Rover’s has expanded to the women’s game for the first time and follows the recent announcement that Land Rover will join the commercial family for Rugby World Cup 2023 in France. The global brand will support the women’s tournament as a worldwide partner with Defender pledging to help introduce new audiences and engage them with a sport that is growing at a phenomenal rate around the world.

World Rugby Chief Executive Officer, Alan Gilpin, said, “With every Rugby World Cup location confirmed through to 2033, this is the era of women and rugby and we are committed to ensuring that the sport is as attractive and accessible as possible on a global basis. Partnerships like this not only showcase the excitement of the women’s game, but are also purpose-driven, impactful and help attract new audiences and participants.”


Premier League club Aston Villa and sports merchandise retailer Fanatics have announced a long-term extension to their e-commerce, retail and manufacturing deal, with the Midlands club taking advantage of Fanatics’ global footprint and state of the art technology to better serve its fans .

The deal was agreed following significant growth in Villa merchandise sales through the club’s official online store, with sales growing by more than 450% since 2017, when Fanatics and Aston Villa started working together. It will see Fanatics retain global e-commerce, stadium retail and manufacturing rights for the Premier League club, ensuring that Villa fans will have access to the wide range of merchandise.

Nicola Ibbetson, Aston Villa Football Club’s Chief Commercial Officer, said, “Our partnership with Fanatics has been highly successful and has experienced significant growth in recent years, so we are thrilled to have cemented this relationship through this extension of our partnership. We have seen sales grow significantly over the past few years and going forwards the focus will be on increasing the product offering for Aston Villa’s growing global fanbase and continuous improvement to the innovation and technology we can bring to the retail experience for our fans.”


European Professional Club Rugby (EPCR) has finalized its international media sales strategy for the next three seasons after appointing the Infront agency rights and UK-based boutique rights agency River Media Partners to three-year contracts.

EPCR was already working with River Media Partners on its international rights sales, while Infront has yet to enter the rugby union market. The dual strategy announced on 7th June comes after a tumultuous time for the EPCR following legal disputes with its former rights distribution agency RDA.


Britain’s competition watchdog has revealed that JD Sports, Elite Sports, and Rangers Football Club, broke competition law by fixing the prices of some Rangers-branded clothing to keep them high at the expense of fans. The Competition and Markets Authority (CMA), which has been investigating the matter since December 2020, said sports retailers Elite and JD fixed the retail prices of a number of Rangers-branded replica kits and other clothing products.

Rangers FC also took part in the alleged collusion, by fixing the retail price of adult home short-sleeved replica shirts from September 2018 until at least mid-November of that year. All three companies allegedly colluded to stop JD undercutting the retail price of the shirt on Elite’s Gers Online store, the watchdog said. They are all expected to face fines.


Glasgow has been chosen to stage the 2022 Billie Jean King Cup Finals with the 12-team event taking place from 8th to 13th November at the Emirates Arena. This means Great Britain qualify as hosts. Anne Keothavong’s team had initially been set to miss out on the women’s World Cup of tennis after defeat by the Czech Republic in a qualifier in April.

Keothavong said, “This is an amazing opportunity to build the profile of women’s tennis and focus attention on women’s sport. The entire team are thrilled about playing in front of a home crowd and hearing some loud support across the whole week.”


Echelon, the home fitness brand, has hired London-based marketing consultants Mongoose Sports & Entertainment to provide communications support across digital and PR. The new partnership will look to raise Echelon’s profile within the media and enhance its social media presence to highlight the brand’s mission to inspire and empower people from all backgrounds to live a healthier and happier life.

Managing Director of Echelon, Helen Wilkinson said, “We are delighted to have Mongoose on board for the next step of the Echelon journey. We want to continue inspire and empower individuals to challenge themselves and ultimately become happier and achieve their fitness goals no matter how big or how small they might be.”

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