Shorts: UFC, Keir Starmer, The FA
UFC has unveiled a multi-year global partnership with UK lifestyle water brand Drip, which kicks in from 2025.
As part of the deal, which includes ‘official water partner’ designation, Drip will receive brand visibility at the MMA promotion’s events throughout the year, including placement inside the octagon during all Fight Nights.
Drip will additionally develop a new custom water battle, which will feature at all UFC events.
The new agreement comes ahead of the company’s US launch next year. Founded by celebrity chef Big Zuu in 2023, Drip is available nationwide throughout the UK.
“Drip’s bold and modern branding, combined with their strong sustainability message, is resonating powerfully with consumers,” said Robby Miller, Vice President of Global Partnerships at UFC.
UK Prime Minister, Keir Starmer, has attended Earth FC to highlight climate action through football.
Count Us In and Earth FC have launched a global initiative that aims to leverage the influence of the football community, comprising 3.5 billion fans worldwide, to ‘advocate for stronger climate measures.’
At the launch event, held at Fluminense FC’s, Laranjeiras Stadium, Keir Starmer engaged with the event and received a personalised Earth FC jersey in recognition of his leadership in promoting climate-focused initiatives.
Marcos Botelho, Director at Earth FC said, “We are launching Earth FC to mobilise millions of football fans to protect what we love.
“Football is threatened by floods, heat and pollution whether in the Rio Grande do Sul in Brazil or Liverpool in the UK. But there’s still time for an epic comeback.”
Marylebone Cricket Club (MCC) has provided a review of its sustainability achievements in 2024 and unveiled the ‘Batting for a Better Future‘ initiative.
In 2024, MCC advanced its sustainability objectives by ‘focusing on emissions reduction, waste management, and energy efficiency.’
A standout moment was the conversion of floodlights at Lord’s Cricket Ground to LED technology, making it the first major international Test cricket venue in the UK to adopt this energy-efficient system.
In 2025, the club will introduce a sustainability education programme, Batting for a Better Future, targeting schools and universities in Westminster.
The campaign will be visible across MCC’s digital platforms, events, and physical spaces at Lord’s.
Mark Nicholas, MCC Chair, said, “It is surely clear to us all now that greater ambition in the sustainability space is important to future-proof sport. Ultimately, we want to ensure that cricket continues to thrive for generations to come.”
DAZN and EuroLeague Women have announced a new broadacst partnership designed ‘to support the growth of women’s basketball.’
DAZN will ‘bring the revamped competition to fans around the world’ as the global broadcast partner for the league.
With two EuroLeague Women games per gameday being streamed on the platform for free, including a Game of the Week exclusive to DAZN.
Hannah Brown, Co-CEO of Women’s Sport at DAZN, said, “DAZN can offer leagues and federations what no one else can – unparalleled global reach via our digitally native, free and engaging environment. We are delighted to be working alongside EuroLeague Women to build an exciting future for women’s basketball.”
The Football Association (The FA) has inked a long-term partnership with E.ON Next which includes sustainability programme, ‘Greener Game’.
Over the five-year programme, the ‘Greener Game’ will provide grassroot clubs with investment opportunities for sustainable upgrades, educational resources and energy-saving guides tailored to help clubs adopt sustainable practices.
The FA and E.ON Next will expect around 200 energy audits to be conducted annually across the duration of the programme. Following the energy audit process, club requirements will be evaluated, and those who meet the criteria will receive investment.
The programme is set to invest £1.5m annually into grassroots football, benefiting around 75-100 clubs each year and it is estimated that the installations could save an average of around £3,000 per year, per club.
James Kendall, The FA’s Director of Football Development, said, “This new programme is a true reflection of our commitment to creating a sustainable future for the sport we love. We have already seen the fantastic progress made by our Greener Game pilot clubs, and we can’t wait to see how we can support even more across the country through this programme.”
Loughborough University Sport has secured a 12-month partnership with technology provider VALD.
VALD has provided the university with its sport technology equipment, which has been implemented across Loughborough’s teaching and performance departments.
This includes an installation in one of two on campus gyms, Powerbase, with athletes benefitting from VALD’s products such as ForceDecks Lite; SmartSpeed; ForceFrame; and NordBord.
In a first-of-its-kind move in a gym setting, VALD’s portable ForceDecks Lites have been fully integrated into the lifting platforms allowing for real-time data capture in a live environment.
In addition, a mobile testing hub has also launched showcasing a variety of additional VALD products.
Rich Ellis, Deputy Director of Sport at Loughborough University said, “The team’s (VALD) expertise shines through in abundance and the partnership will undoubtedly strengthen our already enviable performance sport offer.”
Ladies European Tour (LET) has appointed Theresa McCann as Commercial Director.
McCann has joined the LET following her 20-year tenure as Managing Director of Travel at The New York Times and 18 years with NBC Sports, as Director, Strategic Partnerships.
Prior to this, McCann’s career included stints at Golf Channel, Golf Digest and Tennis, a division of the New York Times. Most recently she led her own consultancy firm, working with clients in the golf, travel and tourism industries.
“After two stellar careers at NBC Sports and The New York Times, I couldn’t be more excited to be part of this global movement of elite women athletes. It is an honour beyond compare.” Said McCann
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