Premier League Reaches “Beyond Football”

England’s Premier League will go “Beyond Football” in more ways than one next month.
Emirates Stadium, home to Arsenal FC – and next month’s Beyond Football event. (Getty Images)
Emirates Stadium will host the July 24 summit on football as a means to promote education, prevent crime and encourage healthy living while EPL CEO Richard Scudamore will be among the day’s first speakers.
He will sit on a panel centered around unemployment and how sport can help with the problem, particularly among British youth. 
“Initiatives like Premier League 4 Sport, Premier League Enterprise, Kickz and Premier Skills have shown us how by working with the right partners sport can make a real impact across different issues at a local and global level,” Scudamore said.
“With our position as the most popular domestic sport league in the world comes responsibility, and we and our member clubs recognise that responsibility. Through a range of centralised and club-based programmes the power of football as a social engagement and participation tool positively affects our communities in a way few would have imagined 20 years ago.”

Chelsea, Delta Ink Deal

Champions League and FA Cup champions Chelsea FC will fly Delta for at least the next two years.
Fernando Torres plays for Chelsea FC. (Getty Images)
The sponsorship deal, Delta’s first with a UK football club, gives the US airline ad space on Chelsea’s website and within its Stamford Bridge stadium as well as hospitality space in the adjacent Millennium Hotel.
“We’re delighted to sponsor Chelsea FC, a top-flight London club with a fan base of millions throughout Delta’s worldwide network,” said Perry Cantarutti, Delta’s senior vice-president for Europe, the Middle East and Africa.
Chelsea FC CEO Ron Gourlay added: “[Delta’s] passion for innovation and first-class service around the world make them a perfect match for us and we look forward to working together as we continue to develop the Chelsea name across the globe.”

Sunderland “Invests” in Africa

Sunderland AFC of the English Premier League will soon bear a new name across their shirt fronts.
Invest in Africa, a non-profit initiative founded by Tullow Oil that promotes business opportunities on the African continent, is the club’s sponsor of choice of the next two seasons.
“It is a partnership which sets a new benchmark for the club commercially,” Sunderland owner and chairman Ellis Short said at the signing ceremony. 
“But what stands out is while doing so, it truly gives something back to both our own region and to a continent which has become a firm part of our club’s success story over recent seasons.”
Tullow Oil CEO Aidan Heavey added: “Sunderland will become the Premier League club in Africa. Everybody will be wearing the Sunderland shirt, every kid in every school will want a shirt which says ‘Invest in Africa’, believe me.”

Rewe, DFB Renew

Germany’s second largest supermarket chain will spend another four years as the official nutrition partner of the country’s national team.
Rewe’s deal with the German FA (DFB) dates back to 2008 and will now stretch through the 2014 FIFA World Cup in Brazil and Euro 2016 in France.
Lionel Souque, a member of the Rewe Group management board, said: “We are delighted to continue our successful partnership with the DFB. It fits our goal of making as many people as possible aware of the importance of a healthy and balanced diet. The DFB, as the governing body of football in Germany, provided us an ideal communication platform.”
By INSIDER’s Matthew Grayson

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