Shorts: Arsenal, Bethany England, Brentford

Arsenal have announced a multi-year global partnership with lifestyle brand Stanley 1913.

The partnership begins with the launch of the Stanley 1913 x Arsenal FC collection, a line of drinkware inspired by the club’s signature kit colour.

The collection is available via both the Stanley 1913 and Arsenal official online stores.

As part of the agreement, Stanley 1913 branding will feature at Premier League and Women’s Super League fixtures at Emirates Stadium from the beginning of the 2025/2026 season. The brand will also create exclusive content with players from the men’s and women’s first teams.

The collaboration marks Stanley 1913’s first move into stadium retail, with a long-term plan to expand into European football culture and support sustainable practices.

Juliet Slot, Chief Commercial Officer at Arsenal, said, “We’re proud to partner with Stanley 1913, a globally recognised brand known for its quality, performance and style. We share values of community and belonging, and it’s exciting to be able to bring our supporters together with exclusive products like the Stanley 1913 x Arsenal FC collection.”

Ben James, General Manager, EMEA, PMI WW Brands, LLC said, “We’re excited to partner with one of Europe’s most successful and culturally relevant global football clubs in Arsenal FC.

“Across Europe, football is more than a game – it’s a lifestyle – and we’re excited to release a collection that brings people together to celebrate shared sporting experiences.”

Tottenham Hotspur forward Bethany England has signed with management agency Blueprintx to oversee the next stage of her career.

The move will see Blueprintx manage England’s off-pitch activities, with a focus on developing her brand partnership portfolio and exploring opportunities in broadcast media.

England, who captains Tottenham Hotspur in the Women’s Super League, has enjoyed a decorated career, most notably being a key part of the Lionesses squad that won the UEFA Women’s EURO 2022 tournament.

The signing comes at a time of significant commercial growth and interest in women’s football. Blueprintx will aim to leverage England’s profile as a high-calibre athlete and professional to secure new commercial ventures.

George Woffenden, Co-Founder of Blueprintx, said, “Having worked with Bethany recently on a number of campaigns, we know first hand just how great a personality and professional she is. Couple that with her superb footballing ability and standout career, we are absolutely delighted to have her join our management roster at such an exciting time for women’s football.”

Brentford have agreed a partnership with One Water, which is set to become the club’s official water partner and exclusive supplier across its stadium and training ground.

Fran Jones, Brentford Commercial Director said, “Brentford and One Water have the same goal of supporting and inspiring communities. Our sustainability strategy is ambitious, and to achieve our objectives we need support from great partners. We’re delighted to work with One Water and I’m excited to see what we can learn from them and how we can make a positive impact together.” 

Fulham Football Club has renewed its partnership with Royal Caribbean ahead of the 2025/26 season.

Royal Caribbean has retained front-of-shirt sponsorship rights for Fulham’s Academy and Junior retail kits and has remained on the back of the women’s first team shirt.

The agreement has continued Royal Caribbean’s brand presence across matchdays and digital platforms, including activations in the Family Zone at Craven Cottage and half-time competitions.

The partnership remains focused on family engagement and has coincided with Fulham’s broader commercial activity around Fulham Pier, the club’s riverside entertainment space which opened in 2023.

Jon Don-Carolis, Fulham Football Club’s Commercial Director, said, “This partnership is built from a common foundation of values – making family memories on and off the pitch. We couldn’t be more delighted to continue providing these opportunities to our fans together with Royal Caribbean.”

Burnley FC release a series of transformations to their Turf Moor stadium ahead of the club’s return to the Premier League for the 2025/26 season.

The Clarets have undertaken the development work to modernise the historic ground and improve the matchday experience for fans.

The project is designed to ensure the club’s facilities meet the standards required for top-flight football, following their promotion.

The transformations are understood to cover several areas of the stadium, with the club releasing supporting imagery to showcase the upgrades. This investment in infrastructure is intended to improve facilities for supporters, players, and broadcast partners alike, as part of a strategy to maximise stadium revenue.

Scott Parker, Manager at Burnley FC, said, “Turf Moor is a fantastic place to be on matchdays. The fans help create an incredible atmosphere, particularly during the run-in to promotion last season, and I’m sure these enhancements will only serve to improve things further.

“We’ll need Turf Moor to be a fortress for us this season – and we’re all excited about seeing the new changes implemented over the coming months.”

South African cycling event the Nedbank Gravel Burn has partnered with UK based consultancy Elixirr.

The collaboration will see Elixirr become the event’s official digital transformation partner, tasked with building a robust and scalable platform to elevate the rider and fan experience.

The new platform will evolve into an intuitive hub for riders and supporters, aiming to streamline processes such as registration, communication, content delivery, personalised rider photography, video integration, and event logistics.

The partnership builds on Elixirr’s growing presence in cycling, following its five-year deal with British Cycling announced earlier in the year to serve as its official digital transformation partner.

The Nedbank Gravel Burn was founded by Kevin Vermaak, who also founded the Cape Epic mountain bike stage race in 2004.

Stephen Newton, Founder and CEO, Elixirr, said, “We are thrilled to partner with Nedbank Gravel Burn and support Kevin and his team’s bold vision. With our expertise in building seamless digital platforms and delivering immersive, data-driven experiences, we’re excited to help redefine how riders and fans engage with the sport.

“Together, we aim to set a new benchmark for digital interaction in cycling, with technology and innovation at the core.”

Huddersfield Giants have announced the return of former Rugby Football League CEO, Ralph Rimmer OBE, to the club on a short-term basis.

Rimmer will undertake a three-month project with the remit of “Stadia Strategy and Beyond – Building the future of Huddersfield Giants”. The appointment comes as the club navigates challenges regarding its stated desire to have a custom-built stadium in the Huddersfield area.

Rimmer has extensive experience with the club and in the wider sports industry, having previously served as CEO of Huddersfield Giants from 1999 to 2004, and Managing Director of Kirklees Stadium Development Ltd from 2004 to 2010, before joining the RFL, where he was CEO from 2017 to 2022.

Ralph Rimmer OBE said, “The project at the Giants now and in the future is obviously close to my heart and am delighted to be asked to help.

“My first task will be to ascertain with the current board and staff where we actually are with everything and then to bring all options to the table for decisions to be made.”

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