Shorts: Lancashire Cricket, Team GB, NSL
Lancashire Cricket have renewed their long-term commercial partnership with University Academy 92 (UA92) in a five-year deal.
The agreement will see UA92’s media students undertake select classes within Lancashire Cricket’s Players and Media Centre at Emirates Old Trafford.
This facility, located opposite UA92’s existing Old Trafford Campus, will serve as a learning environment for students on Sports Journalism and Sports Media and Communications degree courses, supplementing UA92’s campus studios and editing suites.
The initiative aims to offer students hands-on experience in a professional sports broadcasting setting.
Lancashire Cricket’s senior leadership and first team members will deliver guest lectures at the UA92 campus, offering insights into sports business operations.
The partnership also includes mentorship opportunities for students with Lancashire Cricket’s senior leaders and involvement in live project briefs addressing club challenges.
The collaboration also guarantees three paid internships each season, including one role working directly with Lancashire Cricket’s first team squad. Media students will also have the opportunity to join post-match press conferences and contribute articles for the Club’s Members’ magazine.
Daniel Gidney, Chief Executive Officer at Lancashire Cricket, said, “We are proud to open the doors of Emirates Old Trafford’s Players and Media Centre to the next generation of UA92 students and believe that the opportunity to learn at an iconic venue such as Emirates Old Trafford will provide a truly unique experience.
“I strongly believe that the long-term visions between the organisations align and the team at Lancashire Cricket are all looking forward to working closely with UA92 over the next five years and beyond.
Team GB have announced a new partnership with Quaker Oats, naming the brand as their official cereal partner.
The four-year agreement will see Quaker Oats support British athletes on their journey to the Milano Cortina 2026 Olympic Winter Games and the Los Angeles 2028 Olympic Games.
The partnership aims to support British athletes by fuelling their training and preparation.
It was widely reported that many Team GB athletes chose porridge during the Paris 2024 Olympic Games, and this agreement will ensure the delegation has access to Quaker Oats products for future Games.
Activations will include exclusive content with Team GB athletes and a multi-channel marketing campaign, with Uncommon leading creative, OMD handling media buying, Splendid Communications leading on PR, and Dept Agency leading all influencer content.
Irene Riach, Team GB Nutritionist and Registered Dietitian, said, “It’s brilliant that Team GB and Quaker have joined forces, truly highlighting the value of oats in an athlete’s diet.”
The Netball Super League (NSL) has announced a new multi-year partnership with wealth management group Evelyn Partners.
The agreement establishes Evelyn Partners as a commercial ally for the elite netball competition for upcoming seasons.
The partnership aims to support the growth and professionalisation of the Netball Super League and enhance its commercial portfolio.
Evelyn Partners will align with the NSL; the full scope of collaborative initiatives and brand activation within the league has not yet been detailed.
The alliance is intended to support mutual development and brand exposure for both the Netball Super League and Evelyn Partners. The league will receive support from a partner in the financial services sector as it builds its national profile.
Bath Rugby have announced a new partnership with NEO WTR, which sees the brand become the club’s official water supplier.
NEO WTR is Europe’s first ethical spring water brand to use a 100% Prevented Ocean Plastic ™ bottle, and is bottled at source in Cheddar, Somerset.
The brand’s bottles are made using recycled plastic produced from discarded bottles collected across at-risk coastlines, supporting ocean protection and fair pay for local collectors through the POP programme.
NEO WTR is available in Tesco and Sainsbury’s nationwide.
The partnership reflects a shared commitment to performance, health, community, and sustainability. As the official water supplier, NEO WTR will ensure Bath Rugby’s athletes are hydrated during training and match days.
Tom Adams, Head of Business Development, Bath Rugby, said, “We’re thrilled to welcome NEO WTR as the Official Water Supplier to Bath Rugby. As a club, we’re deeply committed to building a more sustainable future, and partnering with a brand that shares those values is incredibly important to us.”
Ligue Nationale de Basket (LNB) has announced a three-year partnership with Yellow Panther, making the agency its official digital technology partner.
The collaboration is designed to advance the French basketball league’s digital capabilities, expand its domestic and international appeal, and enhance fan engagement.
This digital transformation will span all LNB competitions: Betclic Elite, Pro B, Leaders Cup, Young Star Game, and the All-Star Game.
As part of the agreement, Yellow Panther is set to deliver a comprehensive suite of digital tools.
For 2025, this includes a new LNB website, a mobile application built for year-round fan interaction, and a scalable technology stack.
Yellow Panther has a portfolio of work with other sports entities including Team GB, Premier Padel, FIBA 3×3, the BNP Paribas Open, and the International Skating Union.
Stuart Cope, COO & Co-Founder, Yellow Panther, said, “This isn’t just about building a website or an app. It’s about crafting a digital playground where fans feel connected, engaged, and part of the action, whether they’re courtside or at home.
“Our goal is to help LNB elevate their digital game and unite their growing fanbase around a powerful, seamless platform.”
British Cycling has announced English sparkling wine producer Nyetimber as its official sparkling wine partner.
The English wine producer will have a presence across British Cycling’s portfolio of events, including presenting magnums to podium riders at the Lloyds Tour of Britain women.
Nyetimber will also be part of its hospitality offerings and support other moments of celebration, including the governing body’s Awards evening.
The partnership also covers events such as the Lloyds National Road Championships.
Darren Henry, Chief Commercial Officer at British Cycling, said, “We are thrilled Nyetimber will be celebrating riders’ accomplishments and supporting our world-class events including the biggest free to attend sporting event in the UK; the Lloyds Tour of Britain, and the National Road and Track Championships.”
European Professional Club Rugby (EPCR) has renewed its creative partnership with MATTA for the next tournament cycle.
The extension follows three seasons of collaboration on the Investec Champions Cup and EPCR Challenge Cup.
MATTA, a creative agency specialising in sport and lifestyle brands, will continue to support EPCR with its creative endeavours.
This announcement comes ahead of the 2025 EPCR Finals Weekend.
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