Vitality strikes partnerships with Southampton FC, Leicester City FC and Leeds United

Health and life insurance brand Vitality has partnered with two football clubs – Southampton FC and Leeds United.

With Saints, the partnership covers both the men’s and women’s game. Vitality will be working with the whole club to drive visibility of the women’s game and inspire more girls and women to try football, other sport and physical activity.

David Thomas, Chief Commercial Officer at Southampton Football Club, said: “We are very proud to announce a new partnership with Vitality. They are a business we admire and their stand-out approach to encourage active behaviours and rewarding customers who live healthier lives is something that sets them apart from their competitors in this space.

Neville Koopowitz, CEO of Vitality, said: “We are pleased to be partnering with Southampton Football Club for the next season. The partnership crosses both the men and women’s teams and we will work closely with the club to drive visibility of both the women and men’s game and support people to live more active and healthier lives.

“Our commitment to the women’s game with the club, recognises the stark difference in how physically active men and women are and how Covid-19 has further exacerbated this. There has never been a more important time for us all to get behind women’s football, and we hope by working together with Southampton Football Club we can start to address this gender play gap by inspiring many more women and girls to keep and stay active.”

The partnership will cover both the men’s and women’s game and will see Vitality’s brand feature on the front of the Leeds United Women’s kit.

Leeds United will work closely with Vitality on a range of creative campaigns to promote health and wellbeing, and to bring their core purpose – to make people healthier and to enhance and protect their lives – to it supporters, inspiring healthy living.

The partnership also further strengthens Vitality’s commitment to women in sport. Recognising that women are traditionally less active than men (the gender play gap), Vitality will work with the club and its other partners to increase the visibility of the women’s game and inspire more girls and women to try football or other sport and physical activity.

Leeds United Executive Director, Paul Bell, said: “Today’s announcement marks the start of an exciting new partnership with Vitality who pride themselves on the work they do to promote health and wellbeing among communities across the country.

“A key part of this new relationship is the commitment shown by Vitality to our Women’s team. This will be the first time that Julie and her team have had their own shirt sponsor and the funds generated will go straight back into supporting the squad reach their goal, which is to eventually compete in the Super League.”

Leeds United Women’s General Manager, Julie Lewis, added: “We welcome Vitality to the Leeds United family and are excited to get the partnership underway. We really hope the team can go on to become successful during this exciting time for all concerned.

“The Covid pandemic has been an incredibly difficult time for everyone and has really effected the women’s game and therefore investment from a global company such as Vitality is wonderful news for us all.”


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