Exeter Chiefs renew deal with Sika UK
The extension ensures Sika remains the club’s main sponsor for the 2025/26 season. As part of the agreement, the brand’s logo will continue to appear on the front of the men’s playing shirts and on the back of the women’s playing shorts.
The Hertfordshire-based company will also retain branding inventory throughout sandy Park stadium on match days. The relationship between the two parties was established in 2024,with Sika’s branding worn as the team reached the final of the Premiership Rugby Cup.
Naomi Moran, Corporate Account Manager, Exeter Chiefs, said, “We’re really pleased to formally recognize Sika’s support this season. They consistently lean into the partnership, engaging with the club and embracing the journey with us. Their commitment means a great deal to everyone at Exeter Chiefs, and we’re proud to have them on the front of our shirt this season.”
Darren Bunting, Business Unit manager for Distribution, Sika UK, said, “The club’s ambition and commitment to excellence align perfectly with our own values at sika. We’re excited to build on the momentum created last season and remain firmly behind the Chiefs as they strive for success on and off the field.”
BUCS converts with Canterbury
British Universities and Colleges Sport (BUCS) has signed a five-year partnership with global sportswear provider Canterbury.
The agreement has seen Canterbury become the official teamwear partner for the higher education governing body. The brand will supply sports and leisurewear kit for BUCS’ staff, volunteers, officials, and GB Students, alongside providing branded retail clothing online and at selected events.
## Huw Jones on the Evolution of Fan Engagement and the Power of Data
Huw Jones, CEO of leading sports and entertainment data science company, Two Circles, believes fan engagement is undergoing a fundamental shift, driven by the increasing sophistication of data analytics and a deeper understanding of individual fan motivations.
Speaking at the recent MOVE conference, Jones outlined how the industry is moving beyond traditional segmentation – demographics and broad behavioural patterns – towards a more nuanced approach focused on ‘moments that matter’. This involves identifying the specific experiences and triggers that truly resonate with each fan, and tailoring engagement strategies accordingly.
“We’ve spent years building profiles based on who people *are*, but now we need to focus on what people *do*,” Jones explained. “Understanding the ‘jobs to be done’ for fans – what are they trying to achieve by following a team or attending an event? – is crucial.”
He highlighted the importance of first-party data, collected directly from fans through various touchpoints, as the foundation for this personalised approach. This data, combined with advanced analytical techniques, allows teams and leagues to predict fan behavior, optimise marketing campaigns, and create more relevant and engaging experiences.
jones also emphasised the role of data in driving revenue growth. by identifying high-value fans and understanding their spending habits, organisations can develop targeted offers and loyalty programs that maximise lifetime value.
though, he cautioned against the pitfalls of data overload and the need for responsible data handling. “It’s not about collecting everything, it’s about collecting the *right* things and using them ethically and transparently,” he stated. “Fans are increasingly aware of how their data is being used, and they expect organisations to respect their privacy.”
Ultimately, Jones believes that the future of fan engagement lies in creating a virtuous cycle of data-driven insights, personalised experiences, and increased fan loyalty. “The teams and leagues that can successfully navigate this evolution will be the ones that thrive in the years to come.”
Huw Jones Partners with MOVE Performance nutrition
Scotland International rugby player,