The Professional Triathletes Organisation (PTO) has announced a new partnership with gel and energy drinks brand Maurten.
The three-year partnership with Maurten, which becomes the official fuelling partner of the newly rebranded T100 Triathlon World Tour, includes aid station takeovers at each of the eight professional races during the T100 Triathlon World Tour.
The partnership will kick off at the first race of the 2024 season, the Miami T100 on 9th and 10th March.
Olof Sköld, Chief Executive Officer of Maurten, said, “Maurten products are trusted by athletes across the globe – our Hydrogel Technology has fundamentally changed the way athletes fuel. So partnering with PTO for its newly launched T100 Tour – that will transform the sport of triathlon – feels like a natural fit that will ensure both elite and age-grouper athletes can perform at their full potential.”
Sam Renouf, Chief Executive Officer of PTO, added, “Maurten represents the gold standard in sports nutrition in endurance sports so we’re delighted to welcome them as a new partner of the T100 Triathlon World Tour. We want the T100 to be the pinnacle of the sport and help elevate our amazing athletes further into the mainstream. To do that, we need to be working with partners who represent that in their own field and share our ambition to take this sport to the next level.”
World Table Tennis (WTT) has extended and expanded its deal with sports video production agency Story10.
According to a release, the partnership aims to ‘promote table tennis in key territories and engage new audiences around the world.’
Story10 will amplify game highlights from the 2024 Championships and WTT’s marquee Grand Smash, Finals and Champions events, across its network of 8,500 digital and social channels and 700 broadcast partners.
The expanded agreement also sees Story10 and WTT develop a pilot project to create influencer collaborations that increase the sport’s exposure.
James Dobbs, Managing Director of Story10’s parent company SNTV, said, “We’re thrilled to renew our partnership with World Table Tennis into a second year, continuing to drive awareness and helping to grow their global fanbase through our unique distribution network whilst providing all the action to our international audiences.”
Melissa Soobratty, Broadcast Director at WTT, added, “Our collaboration with Story10 has significantly elevated global awareness of WTT, expanding our media reach and coverage. With 2024’s enhanced event calendar coupled with WTT’s innovative and dynamic presentation of the sport, we’re now focusing on making a more substantial impact in the digital realm, leveraging Story10’s extensive and thoughtfully curated network of influencers. This partnership will showcase WTT’s strength and potential to captivate audiences worldwide.”
London-based digital sports agency, Stadion, has acquired specialist digital agency Sotic Ltd.
Sotic provides technical solutions and support for sports brands, federations and governing bodies, including The British and Irish Lions, the Irish Rugby Union, the Welsh RFU, World Rowing and World Sailing.
Russell Stopford, Chief Executive Officer of Stadion, said, “We are thrilled to welcome Sotic into the Stadion group. Their exceptional track record in pioneering ground-breaking technologies perfectly complements our ethos of pushing boundaries and delivering unparalleled value to our customers across the sports sector.”
Lee Cook, Founder of Stadion, added, “We are excited about the possibilities this acquisition unlocks. Combining our strengths will enable us to accelerate the development of next-generation technologies and better serve our global clientele.”
EFL Championship football club Norwich City has renewed its partnership with Nuffield Health.
As per the deal, Nuffield Health’s logo will adorn the training wear of the Women’s team, which plays in the FA Women’s National League.
Additionally, all men’s, women’s and academy players at the club will have access to the Nuffield Health facilities in Norwich.
Phil Wright, General Manager at Nuffield Health Norwich, said, “We are thrilled to be renewing our partnership with Norwich City for the next two seasons, supporting both the men’s and women’s teams.”
Flo Allen, General Manager of Norwich City Women, added, “The collaboration between health and sport makes this partnership a perfect fit and we are delighted to be strengthening our relationship with Nuffield Health.”
Spectacle Partners, a UK-based advisory firm in sports, has announced that Daniel Golding will join the company as a Director.
Golding was previously Head of Corporate Communications at McLaren.
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