Shorts: Aston Villa, Footasylum, Ten Toes
Aston Villa have extended its partnership with Levy UK + Ireland for a further 10 years, continuing a long-term collaboration.
The most recent phase of the partnership saw the transformation of 14 hospitality areas and the creation of three new spaces at the stadium.
The redevelopment, completed within five months, added 1,300 premium seats, enhanced kitchen facilities, and introduced new food and beverage options. Levy has also implemented self-order units, frictionless kiosks, and self-pour options to improve service efficiency on matchdays.
The partnership includes Aston Villa’s training ground, Bodymoor Heath, where Levy provides nutrition and performance-focused catering for the men’s, women’s, and Academy teams.
Sustainability has remained a focus, with Levy integrating biodegradable seaweed-based packaging through its partnership with Notpla and sourcing food from local vendors, including Birmingham-based Pietanics and Flying Cow.
The extended agreement will continue to develop Villa Park’s hospitality offering, with a focus on fan experience, sustainability, and local business support.
Chris Heck, Aston Villa President of Business Operations. said, “We are only as good as the company we keep, and we want best-in-class partnerships.
“Our collaboration with Levy is exactly that – a true partnership with the best in the hospitality space. We’re incredibly proud of what we achieved together in such a short time frame last summer and are excited to see what we can accomplish over the years to come. Innovation and improvements will continue across Villa Park to cement our status as a world class venue.”
Footasylum has partnered with After Party Studios to create digital content celebrating its sponsorship of the Sidemen charity football match.
The match, which took place on 8th March 2025 at Wembley Stadium, raised £4.7m and had 2.5 million live views.
Creative production company After Party Studios has produced ‘Specs’ Revenge’, a 12-minute entertainment piece for Footasylum’s YouTube channel and social media. The content features creator Specs Gonzalez seeking revenge on Sidemen after being excluded from their charity match squad.
Joshua Barnett, Managing Director at After Party Studios, said, “Footasylum have changed the game with their revolutionary approach to branded entertainment, and we are over the moon to be joining forces with them for the first time.
“Fast, funny and a little bit furious, Specs’ Revenge reflects the content that a next gen audience loves, a demographic we know intrinsically.”
Specs Gonzales said, “This weekend’s Sidemen match at Wembley was one of the biggest in YouTube’s history, so no better time to seek my revenge on the boys. Joke aside, it’s been a lot of fun pulling this together with my long term partners in FootAsylum and After Party Studios, who have been very supportive and it’s exciting to finally see them come together for YouTube greatness.“
Ten Toes Media has secured the strategic and day-to-day channel management for the Red Roses, England’s women’s rugby team.
With the Women’s Rugby World Cup taking place in England this summer, Ten Toes Media will oversee the team’s digital channels, aiming to enhance fan engagement and expand its reach.
The partnership adds to the agency’s existing work with England Rugby.
Toyota has become the first official partner of the ECB’s All Stars Cricket programme, supporting its efforts to introduce more children to grassroots cricket.
Toyota will invest £800,000 over four years, funding thousands of free bursary places annually. This year, 4,000 children will access the programme, with the total rising to 10,000.
The company is also the title partner of the ECB’s Get Set Weekend, which saw 33,000 participants from 1,600 cricket clubs take part this year. Toyota aims to expand club participation to 2,500 by 2029.
Toyota dealerships will support local clubs by providing Get Set packs and volunteer assistance.
Scott Thompson, President and Managing Director of Toyota GB, said, “We’re proud to support the ECB’s All Stars Cricket programme and Get Set Weekend, inspiring the next generation of cricketers and supporting the volunteers that make club cricket possible. At Toyota, mobility is at the heart of everything we do and, through these initiatives, we’re helping more people enjoy cricket, be active and connect through sport.”
Alex Perkins, Commercial Director at ECB, said, “Grassroots cricket is the bedrock of the sport and stretches into every corner of England and Wales. Toyota’s support for these fantastic initiatives will bring even more communities together around cricket and provide even more opportunities for children to develop a life-long love of the game.”
The Alfred Dunhill Padel Classic will support Laureus Sport for Good Foundation at its event in May.
The padel tournament, founded by TTB Sport, will raise funds for the Laureus Sport for Good Foundation, specifically benefiting The Hurlingham Club Foundation’s Empower project.
The Empower project uses racquet sports to help young girls build confidence and leadership skills.
The Alfred Dunhill Padel Classic, returning to The Hurlingham Club on 14th and 15th May, will feature celebrities such as Sir Andrew Strauss, Michael Vaughan and Judy Murray.
The event aims to raise awareness and funds for disadvantaged children through sport.
Jessica Ennis-Hill, Laureus Academy member, said, “Whilst Laureus Sport for Good continues to prioritise gender equity around the world, this donation will directly support The Hurlingham Club Foundation’s efforts to create opportunities for local people through their Empower programme.”
Sky Sports has become the UK television home for the inaugural Baller League season through a one-year broadcast partnership.
Every match from the new indoor six-a-side competition will be shown live on Sky Sports linear channels on Monday nights from London’s Copper Box Arena, commencing on 24th March.
The Draft will be broadcast live on Sky Sports Football on 10th March from 18:15.
The Baller League, which has experienced success in Germany, is supported in the UK by football legends, social media personalities, and cultural figures who will manage the 12 teams.
Team managers include Luis Figo, Alan Shearer, Micah Richards, Gary Lineker, Jens Lehmann, Robert Pires, Freddie Ljungberg, and John Terry.
The Draft will see each manager select 12 players from a shortlist of over 160, featuring former Premier League players, futsal players, free agents, and released academy players.
Season 1 will run for 11 consecutive Mondays, with each night featuring six 30-minute matches. The top four teams will compete in the semi-finals and final.
Chunkz and Olivia Buzaglo will present the coverage.
Ascot Racecourse has partnered with digital sports specialist InCrowd to develop a new premium website.
The new web destination aims to enhance the experience for racing fans and strengthen the Ascot brand globally. The collaboration is intended to grow Ascot’s database and create new commercial opportunities for both Ascot and its brand partners.
The project is expected to deliver a more engaging and user-friendly online experience for Ascot’s global audience, offering richer content and improved navigation.
This development follows a broader trend of sports organisations leveraging digital platforms to expand their reach, enhance fan relationships, and maximise commercial potential in the digital age.
Yorkshire County Cricket Club has partnered with Her Game Too Cricket, a voluntary organisation focused on promoting inclusivity and tackling discrimination in sport.
Her Game Too Cricket works across football, rugby, ice hockey, and cricket, raising awareness of issues faced by female fans, players, and officials.
The organisation provides an anonymous reporting platform for incidents of sexism and supports initiatives to increase participation.
The partnership aligns with Yorkshire Cricket’s efforts to expand women’s and girls’ participation in the sport and encourage attendance at both men’s and women’s matches. It also supports the objectives outlined in the club’s ‘Building Audiences for Women’s Cricket Strategy.’
Paige Caunce, Head of Her Game Too Cricket, said, “Having partnered and worked alongside many clubs and universities across the county, it brings us great pleasure in announcing a partnership with Yorkshire County Cricket Club.
“We are encouraged by the work that the club have been doing to inspire and enable more women and girls to pick up a bat and ball in Yorkshire.”
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