Shorts: Chelsea, Maggie Murphy, British Triathlon

Chelsea Football Club have extended their long-term partnership with video game publisher EA SPORTS FC

The renewed agreement will see the 17-year relationship enter its 18th year. A key enhancement to the partnership is a focus on supporting the growth and visibility of the women’s game, following Chelsea FC Women’s domestic treble in the 2024/25 season.

The collaboration will continue to feature in-game integrations within the EA SPORTS FC franchise, including the virtual experience of the men’s and women’s first teams, a virtual recreation of Stamford Bridge, and the return of club legends such as Eden Hazard, Frank Lampard, and Didier Drogba. The extension also builds on the recent appointment of Chelsea player Cole Palmer as a global ambassador for the game franchise.

Dan McEwan, Director of Partnerships for Chelsea Football Club, said, “We are proud to continue this long-standing relationship with EA SPORTS FC as it enters its 18th year, and are excited to see it evolve in a way that supports the entire club and our diverse fanbase.

“Chelsea is one of the most popular in-game clubs to select, and specifically as the women’s game continues to grow, we are excited to work with both our men’s and women’s players to engage the Chelsea family and broader football community in fresh, exciting new ways.“

Aston Villa Women have appointed former Lewes FC CEO Maggie Murphy as the club’s new Managing Director.

A highly respected figure in women’s football, Murphy brings over 15 years of international experience in football and sports governance. She previously served as CEO at Lewes FC and was a Board member of the FA WSL and Women’s Championship. In 2023, she was recognised as one of BBC Woman’s Hour’s 30 Most Influential Women in Sport.

The appointment follows the restructuring of the women’s team as an independent entity under the ownership of V Sports. The new structure allows resources to be allocated directly to the women’s team, enabling dedicated investment to support its continued development.

Murphy will start her role at the beginning of October.

Maggie Murphy, Managing Director, Aston Villa Women, said, “I’m excited to be joining Aston Villa Women at a moment of ambitious change and renewed purpose at the club. We now have the structure and support to build momentum off the pitch to support our continued progress on it.

“By placing fans at the heart of what we do, giving real cause to our community to back the team, and building deeper connections with supporters and partners, we can create the structures and lay the foundations for long-term success.”

British Triathlon has named Uber Boat by Thames Clippers its new official London travel partner.

The partnership is focused on promoting sustainability, inclusivity, and healthier lifestyles for those travelling through the capital.

As part of the agreement, British Triathlon members will receive exclusive offers and promotions when booking travel via the Uber Boat by Thames Clippers website.

Uber Boat by Thames Clippers operates a fleet of 21 cycle-friendly vessels, including three hybrids, connecting 24 piers across London. The company is also preparing to expand its fleet with a new fully-electric vessel, the Orbit Clipper, which will connect cycle routes from the North and South banks of the Thames.

Ruth Daniels, CEO, British Triathlon, said, “This partnership supports our sustainability goals by providing a greener travel option for members whether they live, work, or visit London. With many triathletes cycling or running as part of their daily commute, the ability to integrate River Bus services into their routine adds a welcome, sustainable alternative.

“We also value Uber Boat by Thames Clippers’ commitment to inclusivity, with all vessels and the majority of piers being fully accessible enabling people with disabilities to make sustainable choices too.”

Southampton FC have renewed their partnership with cloud communications platform provider 8×8.

The new agreement will see 8×8 continue as an official partner of the club’s Men’s and Women’s First Teams through to the end of the 2025/26 season.

The partnership extends beyond sponsorship, with the club utilising 8×8’s cloud-based contact centre and communications technology to support its operations.

This includes ticketing and hospitality services, as well as fan engagement initiatives such as players connecting directly with season ticket holders. Under the renewed terms, 8×8 will continue to receive LED perimeter board visibility at St Mary’s Stadium, alongside digital and social media integration. The two organisations will also collaborate on community outreach projects.

Huw Fielding, Director of IT at Southampton FC, said, “8×8’s technology has become part of the way we operate – from supporting our ticketing and hospitality services to enabling unique experiences for our supporters. Renewing this partnership means we can keep raising the bar for how we connect with fans, on matchdays and throughout the year.”

Millwall FC have partnered with shirt authentication technology company Fabricks, becoming the first Sky Bet Championship club to do so.

In association with MatchWornShirt, the deal makes The Lions the first club to use the technology, which provides a digital guarantee of a product’s authenticity via a near-field communication (NFC) chip secured in the blockchain.

The partnership begins with the club’s match against Wrexham and allows fans to access a digital certificate of authenticity by tapping their mobile device on the chip.

Luke Wilson, Chief Commercial Officer at The Den, said, “With the launch of Fabricks, it is now possible for our fans and collectors to have a 100% digital guarantee for the origin, uniqueness and security of the matchworn shirt in their possession.

“Importantly, this groundbreaking technology is also incredibly easy to use, with fans able to unlock a personal digital certificate of authenticity by simply holding their mobile device to the Fabricks chip and tapping the notification that appears.”

Pickleball England has worked with the Association of Pickleball Players and six other organisations to establish a new global professional pickleball tour

Pickleball England has worked with the Association of Pickleball Players (APP) and six other organisations to establish a year-round international tournament schedule for professional players.

The initiative has been designed to create a unified competition structure and provide greater career and earning opportunities for athletes.

Alongside Pickleball England and the APP, the alliance includes the Canadian National Pickleball League (CNPL), European Pickleball Federation (EPF), India’s Global Sports, Australia’s National Pickleball League (NPL) and Vietnam’s Pickleball D-Joy. Together, the organisations have created a framework featuring a global ranking system, a non-conflicting calendar, a tiered prize money model, and financial support measures such as scholarships.

The collaboration has marked the first time that national and regional pickleball bodies across multiple continents have coordinated to build a professional structure for the sport. Pickleball has been one of the fastest-growing participation sports in the UK and globally in recent years. According to Sport England’s latest Active Lives survey, participation in pickleball in England has more than doubled since 2022, reflecting wider international growth trends.

By contributing to the unified tour, Pickleball England has aligned the UK’s developing player base with the global professional pathway, offering British players greater access to competitive opportunities abroad.

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