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England and GB women’s hockey teams get Vitality sponsorship boost

Life insurance provider signs three-year principal partnership following Investec exit.

14 January 2021 Sam Carp
  • Deal described as ‘one of the most significant partnerships’ in history of women’s hockey
  • Agreement also includes title sponsorship of English Women’s Hockey League and grassroots participation programme

England and Great Britain Hockey have signed a ‘landmark’ three-year sponsorship deal with life insurance provider Vitality covering its women’s teams.

The deal, which has been described as ‘one of the most significant partnerships in the sport’s history’, sees Vitality become the principal partner of England and GB women’s hockey sides, with the company’s logo to appear on team playing shirts.

The agreement also covers naming rights to the English Women’s Hockey League, which will be renamed the Vitality Women’s Hockey League, and England Hockey’s grassroots participation programme, now known as Vitality Back to Hockey. 

In addition, Vitality will be the presenting partner for both men’s and women’s FIH Pro League matches in Great Britain.

The deal is a major boost for England and GB Hockey after investment bank Investec announced in April it would be ending its sponsorship of the national governing body’s women’s teams.

The financial terms of the arrangement with Vitality were not made public, but Nick Pink, chief executive of England Hockey and chief operating officer of GB Hockey, told The Hockey Paper that the deal is worth a “significant” sum. 

“The profile of hockey has grown significantly in the last ten years, and to be able to announce this new partnership at such a challenging time speaks volumes for the progress hockey in this country has made both domestically and internationally,” Pink added in a statement. “We look forward to working with Vitality over the next three years, and developing many opportunities for the sport.”

Vitality, which has been the official wellness partner of England Hockey since 2017, said the deal forms part of its ‘ongoing commitment to women’s sport’. Last year saw the company become the title partner of the Women’s FA Cup club soccer knockout, while it also a sponsor of England Netball and several women’s soccer teams.

“As one of the only sports played equally by men and women, hockey holds a unique position meaning it is well placed to drive engagement in physical activity with women in particular, supporting them to try out or return to the game,” said Vitality managing director Nick Read.

“There has never been a more important time to be involved in women’s sport at all levels, inspiring many more people to become more active and live healthier lifestyles – which is all in line with our core purpose, to make people healthier and to enhance and protect their lives.”

England Hockey

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