Championship soccer side Leeds United have entered into a partnership with National Football League (NFL) franchise the San Francisco 49ers.
The newly forged relationship will see a delegation of 49ers backroom staff travel across the pond to meet with their counterparts at Leeds. The two parties will share best practices in areas such as ticketing, sponsorship, retail, technology, commercial opportunities and merchandising.
The club’s chairman Salah Nooruddin was optimistic about the partnership, he commented: “The 49ers are market leaders in many respects, and they are excited to be working with us as we are with them. We have been talking with the 49ers for a good while now, and see this as an exciting opportunity for both of us.”
“The 49ers are very excited about the prospect of partnering with Leeds United, a club with an international following as well as great history and tradition,” added Paraag Marathe, the chief operating officer of the 49ers.
“We look forward to sharing best practices with Leeds United and providing them with our perspective on the sports industry. This is an exciting opportunity for us to link up with an English football club and learn from each other.”
The announcement comes ahead of the 49ers crucial NFL second round playoff match against the Carolina Panthers. Leeds fans had a chance to see the 49ers in action earlier in the season as they routed the Jacksonville Jaguars 42-10 in the NFL International Series fixture at London’s Wembley Stadium.
Meanwhile Tottenham Hostpur marksman Jermaine Defoe has signed for MLS side Torronto FC in an agreement that has also established an advertising rights deal between the two sides.
The four-year rights agreement, made between Spurs and Toronto FC owners Maple Leaf Sports & Entertainment Ltd (MLSE), will enable the Canadian company to stock, promote and sell Tottenham merchandise across all of their sports properties.
Tottenham will also face Toronto FC in a friendly on 23rd July in the second game of their 2014 preseason US tour.