1 REPLAY A few of the latest sponsorship campaigns from the last month Intel collaborate with Serena Expectant mum Serena Williams has teamed up with Intel in their latest campaign. Thus supplying further evidence of the increasingly blurred lines between popular culture and sport, as glaringly evident in this collaboration. Multiple Grand Slam champion, Williams teams up with music producer, Metro Boomin (no, we have never heard of him either…). While it at first seems like a slightly awkward encounter between the two stars, it allows Intel to capture an innovative relationship between the two mediums. The development and manipulation of the sounds of Serena playing tennis provides Metro Boomin with a base to create a unique, yet surprisingly satisfying beat, of course produced by his Intel computer. Parkrun’s appeal grows Parkrun have continued in their push for signing commercial partners. This time, we see Leeds Building Society joining the ever growing list of sponsors for the event. The appeal of Parkrun’s community engagement across the UK is proving an exciting platform for brands looking to engage within a mass participation event. The free to enter running event relies largely on funding from sponsors to ensure it’s longevity; providing brands with a platform to the competing general public. A seemingly exciting prospect! This announcement comes in the wake of Vitality signing up as Parkrun’s title partner back in February. Beats sign UFC star McGregor UFC star Conor McGregor has joined a long list of sporting royalty by becoming an official Beats by Dre athlete. Already working with a plethora of sponsors including Reebok, Bud Light and Monster, McGregor is becoming increasingly commercially appealing for brands. Not to mention his following on all social media platforms. The hotly anticipated announcement of a fight with boxing superstar Floyd Mayweather seems imminent. Should this be announced, McGregor’s reputation will be sent into orbit and surely attract further brand partnership opportunities. McGregor announced the partnership through Facebook and Instagram. Nitto ATP Tennis Finals The ATP (Association of Tennis Professionals) has announced a new title partner in Nitto Denko, a Japanese innovation company. Following Barclays departure as title sponsor last year, this agreement will ensure the season ending tournament stays in London until at least 2020. The Nitto ATP Finals welcomes more than 250,000 fans to The O2 arena each year, as well as generating a global TV viewership of more than 100 million, as the ATP’s best eight singles players and doubles teams compete over eight days for the biggest indoor tennis tournament in the world. This year the tournament will be held from 12 to 19 November.