Shorts: Brentford, ECB, MCC

Brentford FC have agreed a deal with Cazoo for the online car marketplace to become the club’s new official sleeve partner.

Cazoo branding will feature on the sleeve of all playing and training kits for Brentford’s men’s first team from the start of the 2025/26 season.

Placement has also been secured on the kits for Brentford’s men’s B team, women’s teams, and academy teams.

The move follows the existing partnership between Brentford and MOTORS, which began in 2024. Earlier this year, MOTORS switched its placements to Cazoo after acquiring the brand in June 2024 and relaunching it in March 2025 as a used car marketplace.

The sleeve placement introduces Cazoo to Brentford’s playing and training wear, seen and worn by thousands of fans across the UK and internationally.

Alongside the sleeve placement, Cazoo will have matchday activations at Gtech Community Stadium, extensive in-stadium advertising, and access to Brentford players for social media campaigns during the 2025/26 season. Cazoo will also continue to support Brentford’s work in the community through programmes with the Brentford FC Community Sports Trust.

Fran Jones, commercial director, Brentford FC, said, “We will shortly be launching our new kits and training wear for the 2025/26 season, including a celebratory home shirt that commemorates 100 years of the club wearing our iconic red and white stripes. I can’t wait to see it launched and for Cazoo to be such an important part of it.”

The England and Wales Cricket Board (ECB) has agreed a new, multi-year partnership with digital financial services provider Remitly.

The partnership will support England teams and will also provide support to the South Asian Cricket Academy (SACA), championing greater inclusion and opportunity within the sport.

South Asian Cricket Academy (SACA) was established by Co-Founder and Managing Director Tom Brown in 2020 following research into the under-representation of British South Asians in professional cricket.

Now partnered with and part-funded by the ECB, its expansion includes four hubs across the country, offering young cricketers the chance to train up to three times a week in the winter and play against county second XIs in the summer.

Alex Perkins, Commercial Director at the ECB, said, “The ECB is proud to partner with Remitly in our efforts to grow the game in an inclusive and equitable way. Together, we are investing in programmes and pathways that ensure cricket is truly a game for everyone.”

Marylebone Cricket Club has partnered with BT Business, who joins as the official connectivity partner to MCC and Lord’s Cricket Ground.

This new partnership will see MCC adopt BT’s connectivity across the Home of Cricket, enhancing the matchday and visitor experience for fans, players, media, and partners alike.

BT’s technology will provide high-speed internet and coverage solutions throughout the Ground, ensuring uninterrupted communication and digital infrastructure.

Andy Muggleton, Commercial Director, at MCC, said, “We are thrilled to welcome BT as our Official Connectivity Partner. Connectivity is a crucial part of the visitor and operations experience at Lord’s.

“BT have proven immense capability and passion to guide MCC on our digital future and their excellent service ensures we are offering the best possible service to all who visit and work at the Ground.”

Southampton FC have announced a multi-year partnership with UK sports betting and online casino operator Midnite.

The agreement sees Midnite become the club’s official training kit partner starting from the 2025-26 season, marking the brand’s first football club sponsorship.

The partnership follows Midnite’s recent marketing activities, including sponsorship of the 2025 World Snooker Championship and 5’s coverage of the FIFA World Club Cup.

Midnite’s branding will feature on the training kits for both the Men’s and Women’s First Teams, as well as on the back of the Men’s First Team match shirts and shorts. Branding will also be visible throughout St Mary’s Stadium, including in the dugouts.

The club has confirmed that the retail training range for fans will not feature the sponsor, allowing supporters to purchase sponsor-less training kit.

Greg Baker, Chief Revenue Officer for Southampton Football Club, said, “As a club, we pride ourselves on our ability to challenge the status quo and we see a clear alignment with Midnite’s innovative approach. We look forward to working with them throughout the 2025/26 season.”

Windsor Triathlon has partnered with Japanese performance sportswear brand Descente for its 2025 edition.

The partnership has coincided with the Windsor Triathlon being taken over by RunThrough, having previously been organised by Human Race (now rebranded as A.S.O. UK).

The Windsor Triathlon, the UK’s longest running triathlon, marked its 34th year in 2025.

As the new operator, RunThrough will leverage its expertise in mass-participation event delivery.

Descente has produced British Triathlon’s elite performance apparel since 2017, extending their partnership in early 2025 through to December 2028. The renewed partnership focuses on performance wear and the development of exclusive collections for international markets.

Matt Wood, Co-Founder, RunThrough, said, “Partnering with a global performance brand like Descente is a major milestone for the Royal Windsor Triathlon.

“This partnership brings together a world-class brand with strong presence and the unique heritage of Windsor.”

The Open has partnered with British performancewear brand Reflo to launch a limited edition capsule collection.

Reflo has become an official licensee of The Open with this collaboration.

Titled ‘Where Giants Play’, the collection is inspired by Irish folklore, specifically the Giant’s Causeway and the legend of Finn McCool.

The range includes polos, hoodies, mid layers, and caps, all made from recycled high-performance materials.

The campaign features Reflo ambassador and investor Harry Kane, England Men’s Football Captain. Reflo will also release content filmed across the Northern Irish coastline to support the collection.

Rory MacFadyen, Co-Founder, Reflo said: “We’ve designed each piece to carry that story. Built with purpose, rooted in sustainability and ready to perform. We’re delighted to be working alongside The Open and look forward to activating the partnership throughout tournament week, bringing the collection to life where history, myth, and sport collide.”

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