England Hockey and sports bra brand Berlei today announce an official partnership that will see Berlei become the Official Partner of the highly successful ‘Back to Hockey’ programme and the Official Sports Bra Supplier to the England and Great Britain women’s hockey teams until after the Olympic Games in 2016.
With 168,000 people taking part in hockey every month*, Berlei is proud to provide women across the UK with high quality support for their sporting adventures. Under the partnership, the Back to Hockey programme will be promoted as ‘Back to Hockey, supported by Berlei’. The informal hockey sessions are aimed at women who are looking for a great way to stay in shape and have fun in a team environment without the need to commit to ongoing club membership, regular training and competition schedules. Back to Hockey participants will receive offers on Berlei products as well as educational materials helping them to understand how to find the right sports bra for them.
The agreement will see Berlei supply sports bras for the England and Great Britain senior women’s teams, with members of Great Britain’s Olympic bronze medal winning team set to be involved in the designing of a new sports bra for hockey. Berlei will also receive a series of marketing benefits, including athlete appearances and hockey event advertising.
Jonathan Cockcroft, England Hockey Commercial and Membership Director, said: “With an Olympic bronze medal to our name, the launch of Back to Hockey and 30,000 more people playing hockey, this has been an incredible year and I’m thrilled that we are ending on this high with Berlei joining the Hockey Nation. Berlei and England Hockey share common goals in promoting women’s participation in sport and providing them with the tools they need to enjoy playing hockey at every level. Our elite athletes continue to inspire generations of girls and women on the pitch and we are looking forward to working with Berlei to design a product that will be specific to the growing hockey market.”
Tony Jarvis, Berlei Managing Director said: “We are incredibly excited to collaborate with England and Great Britain Hockey; to not only work with their talented elite squads, but to also help inspire more women to benefit from physical activity. Our aim is to provide the highest technological and specialist support for women of all ages. We will be working closely with the National Governing Body to educate young girls about the importance of wearing a well-fitting sports bra as soon as they are physically active.”
Launched in 1917, Berlei celebrates women and their many life-stages. It's from these life-stages Berlei has taken inspiration to design practical and stylish sports bras. It is fitting then that Berlei and England Hockey are keen to push home the importance of wearing a sports-specific bra from an early age and Berlei are proud to have a strong presence at the School Sports Games 2013, as well as a number of hockey events for young people.
Berlei bras will be available to purchase through the England hockey online store www.englandhockey.co.uk/store in the New Year.
If you’ve been inspired to play hockey and want to know more please visit www.hockeynation.info. To find out more about Back to Hockey visit www.englandhockey.co.uk/backtohockey.
*Sport England Active People Survey, December 2012
Berlei’s partnership with England Hockey is underpinned by 100 years of lingerie-making heritage. Offering maximum support throughout its range and tested by athletes, quality and well-being are integral to the Berlei lingerie design ethos and thus consistently expressed within every collection. For more information visit berlei.com