Target Darts Launches Star Wars Collection, Kru Live Partners with Outernet, adn Premier Padel Secures Heineken® 0.0 Sponsorship
Target Darts has partnered with Disney to develop a new range of darts products inspired by the Star Wars franchise. The collaboration will see Target Darts design and produce a collection of darts, dartboards and accessories themed around Star Wars characters including Luke Skywalker and Darth Vader.The range will feature exclusive and limited-edition products for both darts fans and collectors.
Based in the UK, Target Darts supplies equipment used by leading players including current PDC World Champion Luke Littler, 16-time World Champion Phil Taylor, and Premier League competitors Rob Cross, Nathan Aspinall, Chris Dobey and Stephen Bunting.
James Tattersall, Group CEO at Target Darts, stated, “This partnership with Disney Consumer Products is truly a gamechanger, not just for darts, but for how sport and storytelling can come together. The star Wars™ franchise is more than entertainment, it’s a cultural force that has inspired generations of fans and just like darts, it brings people together through shared passion, excitement and imagination. We’re opening the door to a whole new way of experiencing darts,and we’re honoured to be part of this journey with disney to create even more magical connections for consumers from around the world.”
James Butcher, Chief Creative Officer at Target Darts added, “We’ve been telling stories in and around our product for years at Target. Bringing iconic Star Wars™ assets into that way of thinking was a natural fit. The product we’ve created is pure Target inspired by star Wars™.”
Kru Live has become the preferred staffing partner for Outernet, the London-based entertainment and media district. The three-year agreement will see Kru Live provide brand experiance teams to support activations across Outernet’s venues and digital spaces.
Located in central London, Outernet attracts millions of visitors each year and features Europe’s largest indoor digital screens. The site hosts a range of cultural, entertainment and brand experiences that combine large-scale digital media with in-person engagement.
SJ Benham, CEO, Kru Live, said, “We are delighted to be appointed Outernet’s brand experience staffing partner for the next three years. Outernet is more than a venue; it’s a place where people feel present, something which is increasingly precious in today’s fast-moving world. Together we will bring brands and audiences closer than ever.”
Premier Padel has signed a global partnership with Heineken® 0.0. The deal will see the non-alcoholic beer brand become the official global beer partner for the professional padel tour, starting in 2026.The partnership marks Heineken 0.0’s first entry into the sport.
The brand will activate at Premier Padel events, aiming to connect with the sport’s social community. More than 70% of padel players participate for the social experience.
virgin Partners with HBS and PWR to Expand “The Plait Room” Women’s Rugby Series
Virgin has become a supporting partner for “the plait Room,” a digital series offering an inside look at professional women’s rugby, produced by HBS’s digital arm, skroller, and Professional Women’s Rugby (PWR). The series aims to capture authentic conversations and team dynamics within the locker room, building on a accomplished initial run developed during HBS’s previous partnership with Loughborough Lightning. https://www.sportindustry.biz/news/virgin-media-partners-hbs-pwr-plait-room-womens-rugby-series/
The partnership signifies growing investment in women’s rugby following increased visibility during the recent Rugby World Cup. HBS collaborated with women’s sport consultancy See You At Jeanie’s on brand consultancy and creative support for the project. https://www.sportindustry.biz/news/virgin-media-partners-hbs-pwr-plait-room-womens-rugby-series/
Genevieve Shore, Chair of PWR, expressed excitement about the collaboration, stating, “The growth of women’s rugby over the past year has been undeniable, and the World Cup has broken new ground for what is possible in our game. We know how notable it is to celebrate the personalities, stories and team spirit that makes rugby so attractive to fans and players alike. To see a brand like Virgin come on board to help take that content to another level is incredibly exciting, and I am excited to see what they and HBS will create together.” https://www.sportindustry.biz/news/virgin-media-partners-hbs-pwr-plait-room-womens-rugby-series/
Becky howe, HBS Producer and creator of “The Plait Room,” emphasized the series’ organic approach. “The players always make the filming of The Plait Room an absolute joy as we just allow them to be themselves and run with it. I just turn up with a camera; they do the rest! I love being able to elevate their stories and show the world how incredible the women’s rugby community is.” https://www.sportindustry.biz/news/virgin-media-partners-hbs-pwr-plait-room-womens-rugby-series/
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