Shorts: MSQ Sport + Entertainment, The FA, Ben Ainslie

British Gas has appointed MSQ Sport + Entertainment as its lead brand partnership agency to oversee its sponsorship portfolio

MSQ Sport + Entertainment has been operating since June 2023 and has partnered with several major brands in its first year, including Virgin Media O2, Howden for its British & Irish Lions sponsorship, Callaway Golf Europe, and the FA.

The agency has also supported campaigns linked to the UEFA Women’s Euros and Glenfiddich’s partnership with Aston Martin Formula One.

MSQ Sport + Entertainment has recently expanded internationally with offices in Amsterdam and New York and has been recognised by Campaign UK as one of the top five agencies to watch in 2025.

James Corcoran, Head of Brand Partnerships at British Gas said, “We’re excited to be partnering with MSQ Sport + Entertainment – their expertise in bringing partnerships to life will be instrumental as we continue to connect with communities across the UK through our powerful portfolio.

“We’re looking forward to delivering work that not only elevates our brands, but also creates meaningful impact for fans, customers and our colleagues alike.”

The FA and Wembley Stadium have delivered a community employability programme in Brent that provides unemployed young adults with work experience.

The initiative has been developed in collaboration with The King’s Trust to support individuals aged 18–30 who are not in education, employment or training (NEET).

Participants will undertake ten days of training, including workshops, stadium safety briefings and skills development, before working across the semi-final matches held at Wembley Stadium.

Roles include hospitality, health and safety, crowd management and waste operations.

The programme forms part of wider efforts from The FA to engage local communities around Wembley and provide skills development opportunities linked to major events.

Saira Mirza, Corporate Social Responsibility Manager, The FA, said, “Brent has one of the highest unemployment rates across London.

“We wanted to tackle that issue head on by providing an opportunity for individuals to learn some vital skills that will help in their bid to find employment.“

Sir Ben Ainslie’s 1851 Trust has partnered with youth social network Goodwall to launch the #PowerUp Challenge.

The global initiative uses elite sport, including inspiration from Olympic medallists Sir Ben Ainslie and Hannah Mills and the Emirates GBR SailGP Team, to engage five million young people in STEM and climate education.

The challenge invites participants aged 16-25 to create short videos explaining renewable energy concepts or highlighting green innovations, linking them to high-performance sports.

The aim is to encourage conversations around green solutions and educate young minds. Entries are submitted via the Goodwall app, with a deadline of 22nd June.

The #PowerUp Challenge also contributes to the Emirates GBR SailGP Team’s submission for SailGP’s Impact League, a competition focused on environmental and social actions, which the team won in Season 4.

Sir Ben Ainslie, 1851 Trust Patron and CEO Emirates GBR, said, “Youth engagement is crucial for achieving a sustainable future, without enough STEM educated young people we will not meet our net zero goals globally.

“By making climate issues exciting, accessible, and actionable through sports, we’re building a global movement of young innovators ready to make a difference.”

West Ham United and Lyca Mobile have partnered to boost engagement through the ‘Lyca Mobile in the Community’ initiative. 

The Premier League club and the international mobile network operator have collaborated for over ten years.

The scheme will deliver community-based workshops, coaching, and football sessions focusing on three pillars aiming to unearth talent from under-represented groups.

Coaching sessions, supported by West Ham United, the West Ham United Foundation, and the local FA, will help parents, carers, and under-represented groups gain insights and support to obtain qualifications in football.

The initiative highlights the continuation of the Lyca Mobile Cup for children in east London.

Paddle UK has partnered with KitBrix, which sees the manufacturer become the governing body’s official luggage partner.

The initial one-year agreement means KitBrix will offer Paddle UK members an exclusive 20% discount on its range of modular, waterproof bags, including Hero bags, ToteBrix’s and changing robes.

KitBrix is a sports bag manufacturer producing robust, modular kit bags designed for outdoor sports enthusiasts, focusing on durability and sustainability.

Ashley Metcalfe, Chief Executive for Paddle UK, said, “KitBrix’s dedication to producing high-quality, durable bags perfectly aligns with the needs of our paddling community, helping them keep their essential kit organised and protected, whatever the conditions.

“We look forward to a successful partnership with KitBrix, supporting our members with practical and sustainable solutions for their paddling adventures.”

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