Shorts: Chanel, The Lions, Pixel FC Academy

The Boat Race has announced French luxury fashion brand Chanel as its title sponsor and timekeeping partner from 2025.

Next year’s edition of the annual rowing race between universities Oxford and Cambridge will take place on Sunday 13 April.

Considering the new agreement, the iconic contest race will be titled ‘the Chanel J12 Boat Race’.

Frédéric Grangié, President of Chanel, said, “We are delighted to sign a strategic partnership with The Boat Race who share the same values of collective endeavour and the pursuit of excellence.

“It’s an honour to be the first ever official timekeeper in the race’s 195-year history to simultaneously become Title Sponsor and principal Partner.”

The British & Irish Lions have appointed Jonny Fordham as Head of Communications.

Fordham’s arrival from Premiership Rugby, where he held the same position, comes ahead of the 2025 Tour of Australia, and the very first Lions women’s tour to New Zealand in 2027.

Fordham will oversee media management, corporate communications, and PR for the 2025 British & Irish Lions Men’s Series, as well as managing media events in the lead-up to and during the Tour to Australia.

“The British & Irish Lions are the most-iconic touring team in world sport, so it is a huge honour and privilege to take on this role,” Fordham said.

“I am grateful to everyone at Premiership Rugby for their support in facilitating this secondment.”

Google Pixel and the Powerhouse Project have created Pixel FC Academy to help empower women working in sports media.

The Academy, developed in collaboration with Arsenal, Liverpool, and the FA, aims to equip participants with the skills needed to succeed in the previously male-dominated field.

Participants will receive comprehensive training throughout the five-month programme – which covers all aspects of modern sports media – from broadcast punditry and production to written press and social media content.

Utilising Google AI tools on Pixel devices, they will learn to streamline content creation, generate new ideas, and boost their creative process.

The Academy will offer filming opportunities with the women’s first teams, access to an open training session at St George’s Park, and the chance to cover a live WSL match.

Participants will also work alongside TV pundits from ITV to produce digital and social content during Lionesses matches.  

Rosie and Mollie Kmita said, “The thing we really love about Pixel FC Academy is that we’re providing behind the scenes access to industry leading individuals who are in these jobs every day, from journalists, producers, presenters and pundits to social media content creators.

“It’s a one stop shop that will equip you for your future career.”  

Global triathlon series Ironman has inked a four-year partnership that will see Zoot Sports become its exclusive triathlon and cycling apparel partner.

The deal takes effect from 2025 and covers all Ironman and Ironman 70.3 events.

This partnership will include co-branded collections focused on performance, innovation, and vibrant designs. These will be available at all Ironman events globally, as well as on the series’ ecommerce platforms.

Zoot Sports, founded in Kona in 1983, shares Hawaiian roots with Ironman, is known for creating the first triathlon-specific race-suit.

Zoot is already popular with Ironman and Ironman 70.3 athletes, with its current roster of sponsored professional athletes including Sam Long (USA), Ellie Salthouse (AUS), Holly Lawrence (GBR), Matt Hanson (USA), Jackie Hering (USA), and Lauren Brandon (USA). 

“With a shared heritage in Kona, and an athlete-first approach, Zoot is a trusted brand in the triathlon community,” said Jennifer Mocerino, Chief Merchandise Officer at Ironman.

“We are looking forward to collaborating with the Zoot team on innovative products for training and racing.”  

The Netherlands’ second-tier football league, the Keuken Kampioen Divisie, has partnered with IRIS Sport Media, Southfields, and Sports Exposure to enhance global media strategy.

IRIS has already negotiated a global betting streaming deal with Infront Bettor, the betting-focused arm of Infront, and will assist the Dutch First Division in further expanding its international media reach, positioning, and business development.

Southfields, the largest sports production company in the Netherlands and part of the Banijay Group, will focus on production, technical services, and storytelling.

In parallel, Sports Exposure will seek to increase sponsorship revenue through innovative advertising technologies. Together, these organisations are set to elevate the league’s global profile.

“With the renewal of the domestic deal with ESPN starting 2025/2026, we managed to retain ownership and gain control over many commercial assets, including our international media rights,” said Marc Boele, CEO, Dutch First Division.

“Partnering with three top tier companies, who each have local presence, will strengthen our organisation and capabilities and expedite our growth, which will allow us to innovate, enhance fan engagement, and improve the overall quality of the league.”

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