Sector Focus
Sport The Business of Sport
Belfry welcomes iconic tournament
The Belfry Hotel & Resort has successfully hosted the 2021 British Masters golf tournament. It was the first time that the
British Masters has been held at the Belfry since 2008. The Belfry hosted the championship three times between 2006 and 2008, and the latter was actually the last time it was played until 2015. Belfry general manager Chris
Eigelaar said prior to the event: “We are very proud to be hosting Betfred British Masters 2021 at the resort and look forward to welcoming players back to our iconic Brabazon course. We are honoured to add another first-class event to The Belfry’s rich golfing heritage.” The Belfry has a lengthy history
of hosting significant golf tournaments – it has held the Ryder Cup four times, as well as 17 European Tour events. The latest event took place
behind closed doors but was broadcast live on Sky Sports.
Wasps stadium renamed as new owner is announced
Coventry’s Ricoh Arena is being renamed the Coventry Building Society Arena, venue owner Wasps Group has announced. Electronics firm Ricoh had been
the venue’s sponsor since it opened in 2005, but their sponsorship – worth a reputed £10m – ended after 13 years. Wasps – best known for its top-
tier rugby team – has been searching for a successor ever since. Coventry Building Society Arena
has agreed to be the stadium sponsor for the next ten years from this summer, for an undisclosed sum. The building society is UK’s second largest building society, and the sponsorship agreement comes as the venue prepares to once again welcome back Coventry City Football Club for next season. Wasps Group chief executive
Stephen Vaughan said: “We are thrilled to be joining forces with
Name of the game: (from left) Adam Benson, Steve Hughes, Stephen Vaughan and Darin Landon
Coventry Building Society as we embark on a hugely exciting period for the venue with the imminent return of Wasps and Coventry City supporters.” Coventry Building Society CEO Steve Hughes said: “Two of the
Bet on us: Blues’ stars Lukas Jutkiewicz (left) and George Friend
biggest brands in the area joining forces shows our commitment to the city and it comes at an exciting time when UK City of Culture and the Commonwealth Games brings Coventry into the international spotlight.”
Birmingham City extend main shirt sponsorship
Birmingham City has announced that its main shirt sponsor has extended its partnership with the club for another two seasons. Bookies Boyle Sports has
sponsored the Championship club for the past two years, in what was the Blues’ biggest sponsorship deal for more than a decade. Blues said that during its tenure
as main kit sponsor, Boyle Sports has also donated to its charity partners, including University Hospitals Birmingham. Founded in 1982, Boyle Sports is
Ireland's largest independent bookmaker. Headquartered in
70 CHAMBERLINK June 2021
Dundalk, County Louth, the organisation has more than 320 branches throughout Ireland and the UK. Blues chief commercial officer Ian
Dutton said: “It is no secret that the sports industry has been severely impacted over the past 18 months, so for Boyle Sports to pledge its future to the club before the season has finished is fantastic news for players, staff and fans alike. “On behalf of the board and
everyone associated with the club, I would like to thank Boyle Sports for its continued support for the next two seasons.”
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