Shorts: Soapbox, British Cycling, The Boat Race

SBX Studios, the content production division of sports agency Soapbox, is set to produce Billy Monger: The Race is On for Comic Relief.

The 60-minute documentary will follow former racing driver Billy Monger as he attempts to break the world record for a double leg amputee at the Ironman World Championships in Kona, Hawaii, widely considered the most challenging one-day endurance event.

The documentary will track Monger’s year-long journey, transforming from a racing car driver into an endurance athlete, and highlights his world record attempt.

The film will raise funds for Red Nose Day 2025, continuing Comic Relief’s commitment to supporting various charitable causes.

Ilya Colak-Antic, Head of Broadcast for Comic Relief said, “All the team at SBX have been absolute superstars throughout the entire production period – it’s been a hugely complicated project across a long period of time with numerous moving parts and important stakeholders to keep happy.

“The end result is a beautiful, moving, comprehensive and textured film which we hope will drive donations and get viewers even closer to the phenomenon that is Billy Monger.”

British Cycling has set a four-year strategy aimed at reinforcing Britain’s position as a leading cycling nation.

The strategy comes at a time when cycling has become one of the UK’s most popular activities, with 27 million adults cycling each year. However, new research has highlighted inequalities in access to cycling, particularly among children from lower-income families.

To address these disparities, British Cycling will implement a series of initiatives designed to expand access and inclusion in cycling. This includes the rollout of a nationwide social impact programme, the launch of a new charitable foundation to increase participation, and the expansion of its City Academies and Hubs initiative, which has already provided 4,500 young people in urban areas with greater access to cycling since April 2024.

The strategy also focuses on improving cycling infrastructure, partnering with local authorities and the government to enhance community engagement and stage major events.

British Cycling’s plan is also in response to the country’s health and economic challenges. Regular cycling has been shown to reduce the risk of heart disease and cancer by nearly 50%, and it can significantly improve mental health and wellbeing. As a mode of transport, cycling remains underused for short trips, with only 43% of journeys under five miles being made by walking or cycling. British Cycling aims to dramatically increase this figure.

The UK cycling industry is valued at £7.5b annually, supporting thousands of jobs. Increasing cycling participation is seen as a way to reduce pressure on the NHS, stimulate local economies, and improve social mobility.

The strategy will focus on three key areas: supporting and growing the sport to be more inclusive, ensuring Britain remains competitive on the global stage in cycling, and using cycling as a vehicle for societal change by tackling inequalities and promoting healthier, more active lifestyles.

Jon Dutton CEO of British Cycling, said, “Cycling has the power to transform lives, yet too many people face stubborn barriers to getting on a bike. Whether for transport, leisure, or sport, everyone should have the opportunity to ride – regardless of their background or circumstances. 

“This is about more than sport. It’s about tackling the UK’s health, wealth, and social inequalities head-on, ensuring that cycling is a force for good in every community.”  

Le Chameau has secured a multi-year partnership with The Boat Race, the annual rowing competition between Oxford and Cambridge Universities.

As the official waterproof boot supplier, 140 rowers will wear Le Chameau’s hand-crafted Neoprene-lined Vierzon boots, while support staff will be equipped with the brand’s rubber waders.

The boots are designed to help athletes navigate riverbanks, wade through water, and endure early morning training sessions in cold conditions.

The 2025 Boat Race will take place on Sunday 13th April along the 4.25-mile Championship Course on the River Thames, with over 200,000 spectators expected to attend.

The event will be broadcast live on the BBC and viewed by millions worldwide.

Siobhan Cassidy, Chair of The Boat Race Company, said, “Considering the Women’s Boat Race was first raced in 1927, which is when Le Chameau was founded, the partnership feels very natural and synergistic when it comes to brand heritage.

“We are excited to see the partnership come to life and witness our community of rowers benefit from Le Chameau’s innovative waterproof footwear.“

This partnership follows the recent announcement of CHANEL as The Boat Race’s new Title Sponsor and official timekeeping partner.

Cricket Australia has agreed a partnership with sports and entertainment marketing agency Two Circles to support its commercial strategy.

Two Circles has worked with Cricket Australia since 2017, contributing to securing and delivering multiple commercial partnerships.

Under the new agreement, the agency will work alongside Cricket Australia’s Chief Commercial Officer, Ed Sanders, to develop commercial opportunities domestically and internationally, as well as in the digital space.

The partnership will form part of Australian cricket’s long-term commercial strategy.

Nick Robbins, Managing Director EMEA & APAC at Two Circles, said, “Two Circles and Cricket Australia have a long history of delivering success together, and we are extremely proud to continue our relationship with the team, and support Ed’s transformational vision.

“Together we will combine our global expertise with local insights, invest in innovative growth value drivers, and bring world leading brands closer to cricket fans.”

Rexona, known as Sure in the UK, has agreed a multi-year partnership with England footballer Lucy Bronze to encourage more girls to take part in sport.

Bronze, who has played a key role in the growth of women’s football and recently joined Chelsea, will work with Rexona on grassroots-focused campaigns and social impact initiatives.

The partnership builds on Rexona’s Breaking Limits Programme and collaborations with organisations including FIFA, UEFA, and Manchester City.

Rexona has also been confirmed as a sponsor of UEFA Women’s EURO 2025, which will be hosted in Switzerland.

Research from Women in Sport has found that over 40% of girls stop playing sport by the age of 14, citing a lack of role models and support. Meanwhile, a global study has shown that more than 80% of adolescents do not meet the recommended levels of physical activity.

Bronze joins Rexona’s ambassador roster alongside figures such as Paralympic swimming champion Ellie Simmonds, as the brand continues its work to improve accessibility and participation in sport.

Lucy Bronze said, “I’m thrilled to join Rexona in their mission to get more girls moving. Growing up, having role models in sport gave me the belief that I could do it too. I want every girl to feel that same sense of possibility and confidence to keep playing, no matter the challenges.” 

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