Vitality, the UK health and life insurance company, has ended its major partnership with the GB and England Hockey bodies, after failing to renew a three-year deal struck in 2021.
The tie-up officially ended on December 31, meaning the second half of the ongoing 2023-24 edition of the Women’s Hockey League (WHL) will be without a title sponsor.
The deal between the two parties had been unveiled in January 2021 and entailed Vitality becoming the principal partner of England Hockey and GB Hockey’s women’s teams, with the company’s logo featuring on team shirts.
It also served as the presenting partner of the FIH Hockey Pro League, the men's and women's national teams competition, for matches in Great Britain, and title partner of the WHL, which was renamed the Vitality Women’s Hockey League.
In terms of other sports, Vitality also let its deal to cover English soccer’s Women’s FA Cup expire at the end of the 2022-23 season, with that agreement having been in place since the quarter-finals of the 2019-20 competition.
Vitality had originally become England Hockey’s wellness partner in 2017 and was the title partner of the 2018 Women's Hockey World Cup in London.