YRDS, a new UK creative marketing agency serving brands and talent in the sports industry, has officially launched.
YRDS has described itself as an agency that “exists to challenge how brands can use marketing to better access and utilize assets in sport, to be part of the fabric of fan culture” as well as to help talent to be “better represented commercially to build their profiles and grow their fan bases.
The agency’s core services will include creative strategy, content creation, marketing, sponsorship activation, social media management and business partnerships.
Co-Founder, Dan Underwood, saying“We wanted to bring together a collective of like-minded and experienced people who want to challenge the sports market.”
Co-Founders, Jono Yates and Stefan Wesson added, “Like many others, we wanted to positively change the way the icons we love in sports and entertainment are represented in the media. So, we came together to create a new offer that focuses on being more human with more personality and authenticity.”
Co-founder Natalie Pinkman added: “I am really excited to launch this new agency, the sporting, commercial and content landscape is changing and there is an absolute need for more support on and off the track in motorsport. Additionally, I am passionate about using the skills in this business to help more female athletes better market themselves and market themselves.”
The Welsh Rugby Union is considering additional matches to be played at the Principality Stadium next season in a bid to increase revenue.
A Wales match against a Barbarians team is being planned for the first weekend of November, a week after the World Cup final in Paris. English Premiership clubs Bristol Bears and Gloucester are also reported to be able to play a league match at the home of Welsh rugby, it would be the first time an English league derby would take place at the national stadium of Wales.
The Principality Stadium will host Wales’ two World Cup warm-up games against England on August 5 and world champions South Africa two weeks later.
The stadium typically hosts four autumn international matches in November, however that is not the case in a World Cup year as the tournament kicks off in France in 53 days. The suggested extra games would help the Welsh Rugby Union (WRU) generate more money to help with billing.
Fall international games will be removed entirely as SANZAAR and SIX Nations Rugby are working together to bring to life a new international rugby union competition to be played in the existing July and November test windows.
Newly promoted Premier League football club Luton Town have two new additions to their roster of partners.
The larger of the two deals is a partnership with mobility super-app FREENOW, which will become the club’s first official sleeve partner.
As part of the deal, FREENOW, which will also become the City’s official mobility partner, will benefit from its branding on the sleeves of the home, away and third jerseys.
Chris Bell, Luton Town commercial director, said: “For the first time in the Club’s history, we are able to welcome a permanent manga sponsor and it gives us great pleasure to welcome FREENOW for the upcoming Premier League season.”
The club also announced global travel and leisure company TUI as the new training wear sponsor for the upcoming Premier League season. TUI’s iconic smile logo will appear on the front of the training jerseys as well as those worn during pre-match warm-ups.
The agreement extends to the club’s youth and women’s teams.
Richard Sofer, TUI Commercial and Business Development Director, added: “Many of our staff are from Luton or the surrounding areas, and many of us watched in amazement last season as the club earned its well-deserved promotion back to the top league.
“We couldn’t be more proud to have our logo on the training team jerseys for this important season and as a big employer in the city it’s great to do something that feels so important to the community and we know our colleagues will love it. participate. ”
Burnley FC have announced that global betting brand BK8 will remain the official training wear partner of the club for the coming season.
As part of the deal, BK8 branding will appear on men’s and women’s training wear and LED signage at Turf Moor and across the Premier League club’s digital channels.
The global betting brand was first announced as the Official Training Wear Partner of Burnley FC in August 2022 and through the partnership supported Burnley FC’s community activities in the Community, the Club’s official charity.
Stuart Hunt, director of Burnley FC, said: “Through our extended partnership with BK8, we look forward to collaborating and growing our brands together for the upcoming season.
“In addition to sponsoring training kit, the company supports our charitable activities and is passionate about growing women’s football, which are key strategic areas for us as a club. We look forward to developing these areas together throughout the partnership.”
Michael Gatt, Managing Director of BK8 EMEA, added: “We are delighted to further strengthen our strategic partnership with Burnley FC, a club that exemplifies resilience and has shown great determination to succeed over the past season.
“The Club’s tenacity aligns perfectly with the ambition of our company. We are excited to continue to collaborate with Burnley, both on and off the pitch, as we develop joint initiatives within the community. The progress we have made over the past year inspires us to continue to drive meaningful change, and we are committed to making a lasting and positive impact through our partnership.”
EFL Championship club Sunderland AFC have partnered with Hays Travel.
The deal, which will initially run through the 2023-24 season, will see the UK’s largest independent travel agency become the club’s new title sponsor.
Steve Davison, Sunderland AFC director of operations, said: “We are delighted to partner with Hays Travel, an organization deeply connected to the Northeast but nationally recognized for its exceptional levels of service. Partnering with brands that share our core values and understand our community is an integral part of our strategy, and we look forward to supporting each other over the coming season.”
Dame Irene Hays, President of Hays Travel, added: “As a long-time friend and supporter of Sunderland AFC, we are delighted to partner with the Club for the upcoming season. While Hays Travel is present across the UK, our roots are in the North East and we are proud to be based here in Sunderland. We try to support young people to reach their potential in the sport through our Hays Travel Foundation and the Club’s values and ambitions align with our own so we are excited to start the partnership and see what the season brings.”