Shorts: Aston Villa, Formula E, Cowdray Park Polo

Aston Villa have appointed Legends to support the premium hospitality offerings at Villa Park.

The appointment follows the redevelopment of 17 premium hospitality spaces and strong renewals ahead of the 2024/25 season.

Legends will work with the club to enhance the premium experience programme at the stadium.

Villa Park has also redeveloped several fan areas, including a new Fanzone and expanded Superstore, with work ongoing on a new warehouse events venue intended for matchday and non-matchday experiences, including live music.

Chris Heck, President of Business Operations at Aston Villa, said, “Aston Villa is committed to delivering world-class offerings for our fans at Villa Park. Last summer, we began a full redevelopment of our premium hospitality spaces to elevate the matchday experience.

“After a successful first season, and with our 2025/26 renewal programme underway, we’re excited to keep building on this momentum.”

Lola Cars and Yamaha Motor have extended their technical partnership through Formula E’s GEN4 era.

The companies will carry on working together to develop their powertrain for the 2026/27 season, which will be introduced in Season 13.

This follows commitments from Nissan, Jaguar, Porsche, and Maserati to the GEN4 era. Lola Cars had previously committed to GEN4.

Jeff Dodds, CEO, Formula E, said, “With the significant performance advancements planned for GEN4, this collaboration will undoubtedly push the boundaries of electric powertrain development, showcasing the cutting-edge technology that Formula E champions.

“We’re thrilled to see these industry leaders commit to our vision of a future where high-performance and sustainability go hand-in-hand.”

Cowdray Park Polo Club has announced Bentley Motors as an official partner of the Cowdray Gold Cup 2025.

The partnership brings together the home of British polo and the car manufacturer for the 22-goal polo tournament, described as Europe’s premier.

Bentley Motors, founded in 1919, joins the event set in the South Downs National Park.

Martine Hartridge, Managing Director of Cowdray Park Polo Club, said, “This partnership is a natural fit, and we look forward to an extraordinary collaboration at the 2025 Cowdray Gold Cup.”

Sussex Cricket have partnered with English sparkling wine producer Roebuck Estates.

The West Sussex-based brand has become the club’s official sparkling wine partner for an initial two-year period, marking the first time Sussex Cricket has partnered exclusively with an English Sparkling Wine producer.

The agreement will see Roebuck Estates served at all cricket matches hosted at The 1st Central County Ground.

The deal follows Sussex Cricket’s recent catering agreement with Aramark UK, aligning with the club’s stated commitment to sourcing high-quality, local products.

Sam Graham, Director of Growth at Sussex Cricket, said, “Sussex Cricket is committed to sourcing and supplying the highest quality, local products at The 1st Central County Ground and Roebuck’s sparkling wine range is exactly that.

“We can’t wait to give our Members and supporters the opportunity to sample what our new partner Roebuck has to offer.”

Lancashire Cricket have announced Bartons Group as the club’s new official wine, spirit and soft drinks partner.

The initial three-year partnership begins with the 2025 season and will see Bartons Group supply wine, spirits, and soft drink products across Emirates Old Trafford’s concourse bars, hospitality areas, and conference and events spaces, in addition to the on-site Hilton Garden Inn hotel.

Liz Cooper, Partnerships Director, Lancashire Cricket, said, “Bartons are a local business with a proven track record of delivering a wide range of experiences, suitable for those attending both sporting events and conferences and events in the area.

“We are looking forward to a long-term working relationship together which will include a number of exciting activations in the Fan Village at Emirates Old Trafford.”

British boxer Okolie has signed a career-long sponsorship deal with HotelPlanner.

Okolie has held world championships in two weight classes, including the World Boxing Council bridgerweight title in 2024 and the World Boxing Organisation cruiserweight title from 2021 to 2023.

The agreement represents a rare long-term commitment within modern boxing.

As part of the deal, Okolie will front global campaigns and exclusive content for HotelPlanner, providing audiences with insights both inside and outside the ring.

Okolie said, “Like in boxing, success in travel is all about preparation, precision, and delivering when it matters.”

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