Shorts: ASO UK, Deltatre, Fuse

Human Race has rebranded as ASO UK to align with parent company, Amaury Sport Organisation.

London-based ASO UK is a major organiser of mass participation events in the UK, delivering running and cycling events that engage over 120,000 participants annually.

The portfolio includes events such as the UK Winter Run 10K, Manchester Marathon and the Manchester Half.

The organisation also designs and manages corporate events for businesses, working with partners such as JLL and Impetus-PEF.

Andrew Smith, CEO of ASO. UK, said, “For many years we’ve been proud to be part of the ASO family and the time was right for our name to match the relationship.

“Whilst this is a significant announcement, we have already been working closely with A.S.O., and there will be no changes to how our team operates beyond the name above the door.”

Deltatre has appointed Peter Bellamy as Chief Revenue Officer to lead new business, customer management, strategic partnerships, growth services, and marketing.

Bellamy brings 20 years of experience in the media industry, with expertise in media rights, production, and large-scale digital consumer platforms. He has held key roles at BSkyB, NeuLion, Saffron Digital, and Endeavor Streaming and has been involved in launching global streaming services, early iterations of TV Everywhere, and UEFA.tv.

At sports technology company Deltatre, Bellamy will focus on expanding its digital services, offering cost-effective, scalable solutions for both smaller organisations and large-scale enterprises, strengthening its position as a leader in streaming and digital innovation.

“I firmly believe that Deltatre has an unmatched portfolio of products that deliver fully integrated digital and video experiences.

I am a lifelong advocate for making media accessible to all, and this value aligns with Deltatre’s commitment to creating reliable platforms that elevate audience engagement.” said Peter Bellamy.

Aggreko has been named the Supplier for the Women’s Rugby World Cup 2025, providing essential energy solutions across all eight host venues.

The company will deliver temporary electricity generation, battery, solar, and energy storage systems, along with operation, maintenance, and repair services.

Aggreko’s expertise in engineering reliable energy solutions for major events will contribute to energy-efficient systems, including uninterruptible battery systems.

The Women’s Rugby World Cup 2025 will take place across eight venues in England, celebrating the best of women’s rugby and demonstrating sport’s power to unite and inspire communities worldwide.

Sport and entertainment agency Fuse, part of Omnicom Media Group, has announced the opening of its new office in Mumbai, India, led by Jigar Rambhia.

The office has launched with Shriram Finance and Uni League Cricket as clients and has been designed to ‘support brands with strategic planning and activation of sports partnerships.’

India’s sports market, valued at over £1.4bn, continues to grow with cricket remaining dominant and other sports like kabaddi, football, and badminton gaining popularity.

Fuse’s global network includes operations with clients such as PepsiCo, Nissan, and Philips.

Kartik Sharma, Group CEO, Omnicom Media Group India said, “Sport and culture are increasingly seen to be significant growth drivers for brands and so we are excited to bring Fuse’s expertise into the market – it further underpins our commitment to create transformational experiences for our clients.”

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