Shorts: Keely Hodgkinson, Sky Sports, Arsenal
British athletics star Keely Hodgkinson has been revealed as a new ambassador of health and life insurance firm Vitality.
The 800m gold medallist, who was recently named as the BBC Sports Personality of the Year, will promote healthy living, and will help inspire people to become more physically active through the new collaboration.
The 22-year-old becomes the latest female ambassador for Vitality, joining British former Team GB gold medallist Dame Jessica Ennis-Hill, and four-time Paralympic gold medallist swimmer Ellie Simmonds.
Vitality will additionally serve as the wellness partner of the Keely Klassic, a new athletics event that will take place at the Utilita Arena Birmingham on 15th February.
“As an athlete, I know how small, positive actions can make a big difference over time, and I love that Vitality encourages everyone – regardless of their starting point – to take steps towards a healthier life,” Hodkingson said.
“I’m looking forward to working with them to inspire more people to stay active, challenge themselves, and enjoy the benefits of a healthier lifestyle.”
Nick Read, Managing Director of the Vitality Programme, added, “We are incredibly pleased to welcome Keely Hodgkinson as a new Ambassador. Her success and passion for sport and health, are inspiring to us all.”
Sky Sports and Kick It Out have extended their partnership, committing an additional £1m to tackle discrimination, and to create career opportunities in football.
The renewed collaboration, which is now in its fifth year, is backed by Sky’s £30m fund dedicated to addressing structural inequality. The investment will continue to support initiatives aimed at increasing diversity and challenging discrimination within the sport.
In 2024, Sky Sports worked with Kick It Out on the ‘Kick Sexism Out’ campaign, which focused on tackling misogyny in football. The initiative featured pundits such as Kelly Cates, Jobi McAnuff, and Sue Smith, who highlighted ways to challenge and report abuse in the game.
The partnership will also maintain its joint scholarship programme with the University of Liverpool Management School, which provides students from underrepresented backgrounds with the opportunity to earn an MBA in Football Industries.
Arsenal have partnered with MSD UK and The Eve Appeal to support ‘Defend Your Tomorrow,’ aimed at raising awareness of cervical cancer and its prevention.
The initiative aligns with the NHS goal of eliminating cervical cancer in the UK by 2040.
Arsenal Women will promote the campaign at the upcoming North London Derby at Emirates Stadium, with matchday messaging encouraging supporters to access NHS cervical screening and vaccination services.
Arsenal Women stars Leah Williamson, Beth Mead, Katie McCabe, Kyra Cooney-Cross, and Manu Zinsberger feature in the campaign to highlight the importance of early detection and prevention.
Over the next 12 months, Arsenal will deliver education sessions across North London to support NHS England’s efforts in engaging communities with the greatest health inequalities.
“It’s our time to come together to protect what is special to us – our health, our friends, our families, and our extended north London community – against cervical cancer,” Leah Williamson said.
“We know that almost all cases may be preventable, and we need to come together to protect our futures.”
Red Bull Racing have entered a multi-year partnership with 1Password, which has become the team’s exclusive cybersecurity partner.
As part of the agreement, Red Bull Racing will implement 1Password Extended Access Management to secure access to applications, protect proprietary data, and ensure trusted sign-ins across devices and locations.
The partnership marks 1Password’s first involvement in Formula 1.
1Password branding will be integrated across Red Bull Racing assets, including the halo, steering wheel, chassis, driver and crew suits, team kit, and garage screens.
For the first time, the team’s steering wheel screens will feature 1Password branding on both Max Verstappen and Liam Lawson’s RB21 cars.
Christian Horner, CEO and Team Principal of Red Bull Racing, said, “Everyone at Oracle Red Bull Racing is excited to welcome 1Password to the Red Bull family as our exclusive Cybersecurity Partner.
“We look forward to pushing the limits and innovating with 1Password, including debuting a team-first steering wheel branding display that will feature when Max and Liam first hit the track.”
British streetwear brand JD has partnered with Gerard Pique-backed seven-a-side football competition Kings League.
The deal covers Lottomatica Sport Italy, Kings League Spain, and the Kings World Cup Clubs.
JD will serve as the sleeve sponsor of Ultimate Móstoles in Spain and Stallions in Italy, as well as in-stadium branding and digital content collaborations.
The UK retailer will also provide behind-the-scenes access on its social channels and organise exclusive player meet-and-greet events at its stores in Milan and Barcelona throughout February.
Joseph Simpson, Head of Partnerships at JD said, “We’re thrilled to announce a partnership deal with Kings League, allowing our audiences and communities unprecedented access to the tournament.
“As the competition continues its global expansion and reinforcement as a sporting phenomenon, we’re looking forward to building on the momentum together throughout 2025 any beyond.”
Veloce Media Group has confirmed its intention to enter the FIA Extreme H World Cup.
The championship will use fuel cell technology to demonstrate the potential of hydrogen as a zero-emissions energy source.
Veloce Media Group previously competed in Extreme E through E.ON Next Veloce Racing, securing two victories and four podium finishes in the 2024 season with drivers Kevin Hansen and Molly Taylor.
Alejandro Agag, Founder and CEO of Extreme H, said, “We welcome Veloce Media Group’s intention to join the FIA Extreme H World Cup.
“Veloce has been a constant and positive driving force in Extreme E, not only by achieving winning results on the race course, but also by their dedication to gender equality standards, and to raising awareness for the roles clean technology innovations can play in real-world energy solutions.”
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