Birmingham-headquartered technology company Intercity has agreed a new sporting deal with Bristol Bears Rugby Club, a move it has described as a "major milestone" for the business. The partnership will see Intercity become an official club partner of the Gallagher Premiership side ahead of the 2026-27 season, providing IT managed services, cloud, cybersecurity, and communications for both the men’s and women’s teams.
Deal details and sponsorship
The one-year agreement, the financial details of which have not been disclosed, also includes Intercity becoming the official lower back-of-shirt partner for Bristol Bears Women. This comes shortly after the women’s team made the high-profile signing of England Red Roses player Ellie Kildunne, underscoring their ambition on the field.
Oliver Hayward, chief revenue officer at Intercity, said: “This is a major milestone for our business, giving us a new presence in the South West, whilst also extending our footprint in the sporting world - where we already have similar agreements with Birmingham City Football Club and Edgbaston. Bristol Bears and Bristol Bears Women are very ambitious and share our values of developing talent and delivering a major positive impact to the communities we both operate in.”
Technology and performance
Mr Hayward said the company wanted to equip both teams with the "robust IT foundations and technology innovations" needed to make the most of performance analytics and the matchday experience. He added: “The sponsorship element of the deal will also raise awareness of the Intercity name in a relatively untapped area for us, with stadium branding, digital engagement and, the icing on the cake, our logo on the lower backs of the Bristol Bears Women’s shirts.”
The partnership comes at a time when Bristol Bears are looking to improve on their sixth-place finish in the Gallagher Premiership last season. Captain Fitz Harding recently warned that "every point matters" as the team prepares for the new campaign.
Women's programme boost
Daisie Mayes, Bears Women general manager, said: "We're delighted to welcome Intercity to Bristol Bears. Its commitment to developing female talent and creating opportunities for women in technology really resonates with what we're building within our women's programme. Having its support as our lower back-of-shirt partner is a fantastic endorsement of our ambitions, and we're excited to work together as we continue to grow the team and inspire the next generation."
Intercity’s existing sporting partnerships include agreements with Birmingham City Football Club and Edgbaston cricket ground, and this new deal extends their reach into the South West and rugby union.
Upcoming fixtures
Pat Lam’s team will kick off their next campaign with an away game against Sale Sharks on Saturday, September 26, followed by a match with Northampton Saints at Ashton Gate the weekend after. Bristol Bears chief executive Tom Tainton added: "As we continue to invest in high-performance environments across our men's and women's programmes, we're excited to work alongside Intercity, a partner that truly understands the vital role technology plays in enabling success both on and off the field."
