SHORTS: LIVERPOOL FC, SPORT INDUSTRY GROUP, BETWAY

Michael Higham has been appointed as the new Director of Partnership Development for Liverpool FC.

Higham is a former head of sponsorship for Sevilla CF, who left Spain club LaLiga a year ago to become senior director of business partnerships at Roc Nation, the sports and entertainment agency.

Higham has also previously held commercial positions with Premier League rivals Liverpool, Arsenal and Manchester United.


Sport Industry Group has appointed Tom Love as the new Director of Marketing and Communications.

The former SportsPro digital editor and EMEA digital communications manager for New Era Cap Company joined the sports industry award-winning agency Bright Partnerships, where he led digital content and strategy.

On his appointment, Sport Industry Group Managing Director Dylan Pugh said: “We are delighted that Tom is joining the team during this huge year for Sport Industry Group, with the launch of many exciting new properties, in addition to the 2022 Sport Industry Awards in May, ongoing Sport Industry NextGen and the first sports podcast. Price.”


French Ligue 2 football club Toulouse FC have entered into a multi-year agreement with online betting and gaming provider Betway.

As an official sponsor, Betway will benefit from brand exposure on LED panels around the Toulouse stadium, as well as on the players’ jerseys.

The two sides will also collaborate on the creation of content for social and digital media.


EFL Championship club Sheffield United FC have entered into a business deal with Dutch auction site MatchWornShirt.com.

The site sells sports memorabilia, including signed jerseys and match kits from teams and sports around the world. The objects are acquired directly from the clubs, to guarantee their authenticity.

The platform is headquartered in Amsterdam, but has offices in several cities around the world, including London.