Gill, the Nottingham-based marine apparel brand, has agreed an interesting multi-year partnership with British Canoeing that makes Gill the title partner for Go Paddling and all associated promotions, including the promotion of the brand’s products and paddlesports in general. Go Paddling is an online paddling participation platform for British Canoeing. Under the terms of the deal, Gill and British Canoeing will collaborate on the development of new products and joint marketing initiatives to promote paddlesports in the U.K. Go Paddling, launched in January 2019, provides information about places to paddle, waterways licenses and membership, other helpful hints and key advice on safety. Since its launch, the platform has attracted a large new audience and has significantly contributed to raise awareness of paddlesports in the U.K., British Canoeing said. In 2020, the Go Paddling website had more than 415,000 unique visitors and contributed to a record-breaking 30,000 new members joining British Canoeing during the year. Gill was created in 1975 by Nick Gill with a first clothing collection for sailing enthusiasts. The brand’s apparel and accessories have since expanded across various outdoor water sports and lifestyle activities. For Gill, the new partnership with British Canoeing is meant to enable the further development of its range and increase brand awareness of its technical clothing range across the paddlesports community. The agreement is effective from April 2021.