1 REPLAY A few of the latest sponsorship campaigns from the last month Make England Great Again United We Stand Mum’s The Word Fanatics of the America’s Cup Tying in with the Six Nations, England’s rugby fans had the opportunity to tweet congratulatory messages to the team. Using #WearTheRose, their messages are subsequently displayed on digital billboards across the country, including Twickenham Stadium and Waterloo station. The campaign centred around the nation’s love of the sport and its support of the team, which has seen them lift the Six Nations trophy once again, albeit without quite obtaining the Grand Slam accolade. In a year with so much discussion surrounding racism, nationalism, discrimination, and prejudice, Manchester United have become the first football club to partner with an LGBT charity: Stonewall. McDonald’s launched the Mum of the Y e a r c a mp a i gn o n t h e 1 5 th o f M a r c h t o promote all the hard work mums do across the UK for grassroots football. Fanatics is the global leader for licensed sports swag and merch and they have secured yet another partnership, this time with the America’s Cup. Not just transporting kids to and from games, or cleaning their kit after a muddy Sunday, mums are getting more and more involved in the clubs and helping fundraise, coach, and run the clubs their children enjoy so much. This year’s extended campaign will also include some VR sporting experiences: an Oculus Rift will be taken on tour, giving fans an insight into what goes into a training session with England’s elite . See Pacesetters for more info. With much to do to promote the equal treatment of all sexualities in sport, this is a big step forward in reaching and educating the millions of football fans around the world and welcoming the LGBT community. They are now the exclusive supplier of global e-commerce: running the online store, promoting and producing the products, and working closely with recognised sailing brands like Sperry. The partnership also allows them to create reactive merchandise such as celebration t-shirts, caps, hoodies, etc. closely tied into whatever happens in the races. Already a partner of most major American Sports (think the NFL, NBA, and the MLB), adding another big name to their range will blow more wind into their sails. Aiming to improve inclusion and equality in the sport, Manchester United become an official member of Stonewall’s Team Pride, which includes brands like O2, Adidas, Sky Sports, and the Premier League itself. Ambassador Coleen Rooney promoted the award by visiting some of Liverpool's football mums at their respective clubs, finding out more about their stories and what makes them some of the most dedicated and hard-working supporters of grassroots football.