Men’s apparel retailer Charles Tyrwhitt is now a Yankees corporate sponsor. The agreement includes radio ads on Yankees flagship WFAN, in-stadium signage, digital inventory and rights for email blasts to the Yankees fan database. Designation is limited to “Proud Partner’’ and there are no apparel licensing rights included. While 80% of its U.S. business is from e-commerce, Sam Stanley, VP/North America for the U.K.-based retailer, said he's looking to generate foot traffic at brick-and-mortar locations, along with incremental online traffic. The Yankees familiar “NY” IP will appear in print and out-of-home ads, and in retail window displays within the N.Y. metro. Charles Tyrwhitt has six stores in N.Y. and New Jersey. “Using their IP is valuable for us. We wanted more brand recognition in the spring/summer apparel season and the (Yankees) fan base resonates with our customers,’’ Stanley said. “And as an Englishman, pinstripes are attractive to us as well.” KPI’s for the sponsorship are brand recognition and awareness of the sponsorship among Yankees fans, he added. Agency PlusMedia assisted with deal. Charles Tyrwhitt has held a N.Y. Jets sponsorship since 2022. In the U.K., it sponsors Premier League club Fulham and England Rugby.
