Shorts: Ella Toone, Tickemaster Sport, Charlton Athletic
England Lioness and Manchester United midfielder Ella Toone has launched a creative agency, Amicizia Studios, with her long-term agent James Marshall.
The agency has been established to address the significant gap in brand sponsorships for players in the Women’s Super League (WSL).
The WSL estimates that half of its players currently do not have a brand sponsor, despite individual player accounts generating a higher percentage of total social media engagement (35%) compared to the Premier League (27%) in 2024.
Amicizia Studios will manage Toone’s personal content and brand connections, while also providing a platform to link other female footballers with potential brand partners and marketing campaigns.
The agency has stated its services will include content development, creative consultancy, and PR, led by Marshall. Toone has highlighted the timing of the launch as intentional, coinciding with the build-up to a major summer tournament, a period when brands are more likely to engage with women’s football.
Research from the Women’s Sport Trust earlier this year indicated that four in five brand decision makers are likely to invest in women’s sport sponsorship in the next three years, with over half targeting women’s football and 73% likely to invest in individual female athletes. Toone has emphasised the importance of brands collaborating with a wider range of players beyond the most well-known names, noting that many players without deals possess significant personalities that are not being showcased to audiences.
Ella Toone, England Lioness and Manchester United midfielder, said, “There’s a really big gap in the market. Women’s football is growing and growing, and more brands can be involved in that.”
Ticketmaster Sport has extended its partnership with Hull KR following the club’s highest average home attendance in the Super League era and 19 consecutive home sellouts during the 2024–25 season.
The ticketing provider has supported Hull KR in implementing a fully digital ticketing system, including contactless stadium entry and a ticket exchange platform. The system has been used throughout the 2024–25 Super League season and has contributed to increased accessibility and consistent matchday attendance at Sewell Group Craven Park.
Hull KR’s recent fixture in Amsterdam and upcoming match against Leeds Rhinos in Las Vegas, scheduled for February 2026, reflect the club’s growing international presence. The partnership extension continues Ticketmaster’s work within UK rugby league and comes as clubs across the sport explore more digital-led matchday experiences.
Chris Gratton, Managing Director at Ticketmaster Sport, said, “We’re excited to be continuing our journey with Hull KR – a relationship driven by progress and packed with purpose. With fan engagement soaring, record-breaking home sellouts, and season memberships on the rise, the energy at Sewell Group Craven Park has never been stronger.
“Together, we’re not just transforming the stadium experience – we’re helping take Rugby League to bold new heights, including the highly anticipated 2026 clash in Las Vegas against the Leeds Rhinos.”
Charlton Athletic have partnered with MaxAmaze as the men’s first-team’s new back-of-short partner for the 2025/26 season.
The partnership focuses on elevating matchday experience and stadium infrastructure.
As per the agreement, MaxAmaze will be installing an energy-efficient floodlight system at The Valley later this year. This upgrade is a key step in enhancing both the visual atmosphere and sustainability of the stadium.
Ed Warrick, Charlton’s Chief Operations Officer and Board member, said, “We’re thrilled to welcome MaxAmaze to the Charlton family. As we continue to move forward as a club, we’re constantly striving to meet elite-level standards.“
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