City Centre
Snappy Runners
AJ Handley-Rowe -
16th June 2022
AJ Handley-Rowe -
16th June 2022 City Centre
Manchester Storm announce partnership with USAsports including NHL pop-ups and more
Danny Jones
Manchester Storm have announced a landmark new deal with USAsports, a dedicated home for British fans of North American sporting disciplines and global merchandising suppliers, which will see various exciting events this upcoming season.
Confirming the collaboration ahead of the pending 2026/27 campaign, this crossover will involve everything from special pop-up events to player sponsorships and much more.
With MCR Storm getting close to their long-awaited AO Arena return after nearly two and a half decades, many supporters are taking matchday membership back up, and it looks like this year is the perfect time for merch hunters, too.
Revealing the partnership on social media this Tuesday, 11 August, the two brands outlined various plans laid out over the next few months.
USAsports specialise in officially licensed NHL, NFL, NBA and MLB clothing, and while you may have seen the odd jersey here and there at various Greater Manchester locations, they are now gearing up to work with Manchester Storm to deliver better exposure.
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Whether you’re just a die-hard member of the Storm Shelter or an ex-pat who still follows an NHL franchise overseas, kit collecting and the fascination surrounding limited edition team jumpers is a big part of ice hockey fandom and culture not just here in the UK but around the world.
Sharing their own announcement, they wrote: “Manchester Storm are thrilled to announce a new partnership with USAsports for the 2026/27 Motorpoint Elite Ice Hockey League (EIHL) season as the club embarks on an exciting new chapter at the AO Arena.
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“As part of the partnership, USAsports will sponsor a Manchester Storm player throughout the season and deliver multiple NHL Pop-Up Shop events at Storm home games during the forthcoming campaign.”
On the subject of sponsorship, commercial entities are the only people who will be given the opportunity to back big players this term, as Storm are once again bringing back their ‘own-and-loan’ scheme.
What better time to get involved with the @Mcr_Storm scheme than for their @AOArena #Homecoming? 🙌#ManchesterStorm #EIHLhttps://t.co/mDhzVONmJK
— The Manc (@TheMancUK) May 15, 2026
Speaking on working closely with their new partners, the club’s General Manager, Ryan Finnerty, added: “We’re delighted to have USAsports on board for the 2026/27 season.
“Their passion for the fan experience really stood out to us, and their NHL Pop-Up Shops throughout the season will be a fantastic addition to game days at the AO Arena.
“We’re looking forward to working together throughout what promises to be a very exciting season.”
As casual fans here at The Manc, we’ll admit that watching the growing buzz around the resurgent ice hockey team, especially ahead of their Manchester city centre ‘homecoming’, has got us amped to dive deeper into the sport when it gets back underway next month. We’re not the only ones, either…
Read more:
- UK’s biggest padel event lands at Manchester Padel Club in Stockport featuring top pros
- 2027 SLB Cup Finals return to AO Arena, Manchester for second year running
- WWE is returning to Manchester for first-ever box office televised event at Co-op Live
For all the latest news, events and goings on in Greater Manchester, subscribe to The Manc newsletter HERE.
Featured Images — Publicity pictures (via Manchester Storm)
City Centre
Vanilli’s – the Manchester bakery and dessert spot that has carried on the tradition of an old Italian favourite
Danny Jones
Vanilli’s Cake Company is one of those names whose reach extends far and wide, with a history that goes way back into the past, and a deeper Greater Manchester heritage than you can imagine.
It’s one almost as rich as the desserts they’ve been making across the city centre and beyond for decades, but it also begins back in Italy.
Formerly San Marco Products, a fellow cult-favourite bakery, suppliers and catering company from way back, owner Sapna Kumar took over their old premises on Crown Industrial Estate over in Ancoats more than six years ago, and has been carrying on their sweet treat traditions ever since.
The difference these days is that it’s gone from more of an Italian ‘pasticceria’ to a Mancunian bakery with both local and Indian roots.
Born out of pregnancy cravings ahead of her third child, ironically, Vanilli’s Cake Co. went from an unfortunately timed passion project conceived on the cusp of the pandemic to a mainstay of Greater Manchester and North West markets and now part of a mini Manc empire in the making.
After taking control of the old commercial premises back in 2020, their understated but impressively high-output unit still has lots of regulars in the know coming in for the good stuff, but still operates somewhat under the radar.
Maybe that’s part of the reason their quality control has remained at such a high level: although they provide to plenty of vendors all across the city and wider region, they’ve never overextended themselves to the point that even the slightest of standards slips.
If you’ve met Sapna before – the charismatic matriarch behind this brand and others like spin-off Cake Bar Co. and most recently, Punjabee – you’ll know that she doesn’t do anything by half measures.
A familiar face at the likes of Foodie Friday and various other street food stalls across the 10 boroughs and even further afield, she’s been doing some of these events since the very outset.
Sadly, without going into too much detail, she admits that there have been instances where her generosity has been “taken advantage of on more than one occasion”, but they will never stop her continuing to offer a helping hand.
The difference this time, however, is that she’s not simply putting others before herself all the time anymore; the Manc mum who’s played mother to many through her work over the years is finally shouting about herself and her unsung but nevertheless dedicated and talented team more.
And not just a little bit, either (no half measures, remember?) – she proudly proclaims that not only does Vanilli’s serve up some of the most authentic traditional recipes, but she happily lays claim to whipping up “the best Manchester tart” you’ll find anywhere.
You might have even seen lots of them pop up at Morning Glory in the Northern Quarter.
Be it amongst the smaller artisan traders or the big heavyweights, she’s gearing up to take them all on and let her food do the talking.
As for this location, specifically, she simply wants to give people like you a reminder that it’s been there for more than 30 years at this point
She’s also looking to rebuild support throughout the community by teaming up with local brands and creators moving forward. Again, it’s about time she finally got on the receiving end of ‘You scratch my back, I’ll scratch yours’, which sounds like it’s long overdue.
Having recently put on a speciality spread for us, showcasing not only the classic but some fresh new ideas and creative takes on familiar, we can assure you some very delicious things are coming from Vanilli’s throughout the rest of 2026.
So, if like Sapna, you love “indulging in the sweeter side of life”, give a Vanilli’s cake, pastry or one of their other tasty desserts soon.
Read more:
- Coffee Rules – The Greek-born cafe that’s gone on to become a beloved Greater Manc brand
- Work on Trafford’s ‘Tebay-style’ motorway services near Altrincham is finally underway
- All Brewers Fayre and Beefeater pubs across the UK are closing down
For all the latest news, events and goings on in Greater Manchester, subscribe to The Manc newsletter HERE.
Featured Images — The Manc Group
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