Shorts: Little Dot, NFL, Yorkshire Cricket
Little Dot Sport has renewed its YouTube agreement with Team GB for four years, continuing through the next Olympic cycle.
The extension follows Paris 2024, where Team GB’s YouTube channel recorded the highest engagement among National Olympic Committees and saw a 55% increase in subscribers.
As Team GB prepares for Milan-Cortina 2026 and Los Angeles 2028, Little Dot Sport will continue producing and managing digital content to maintain engagement between Olympic events.
Little Dot Sport has worked with over 30 clients, including global sports federations, clubs, and broadcasters. Its content strategy for Team GB will feature behind-the-scenes access, athlete-led formats, interviews, and YouTube Shorts.
Robbie Spargo, Managing Director of Little Dot Sport, said, “This renewed agreement reflects a clear strategy: to position Team GB as a leader in digital engagement.
“By combining data-driven content planning with creative storytelling, we’ll continue to grow the channel’s impact, deepening fan relationships and ensuring that Team GB remains front of mind for the entire Olympic cycle.”
Design Tonic has become the first official partner of Yorkshire County Cricket Club’s women’s team.
As part of the agreement, Design Tonic branding will feature on the back of Yorkshire Women’s playing shirts for the 2025 season.
Design Tonic has been a Club Partner of Yorkshire County Cricket Club since 2020, contributing to multiple design projects at Headingley Cricket Ground, including the refurbishment of the Players Lounge, the Long Room, and the Hawke Suite.
The company also co-founded ‘The Opening Partnership,’ a business networking series held at the stadium
Tom Webster, Business Development Manager at Yorkshire CCC, said, “This year is incredibly important for the development of women’s cricket in Yorkshire and Design Tonic’s support in this space will certainly contribute to its continued growth.”
Sony’s Hawk-Eye virtual measurement system has been selected as the primary method for determining first downs in the NFL beginning with the 2025 season.
The system, which has undergone extensive testing, will replace manual chain measurements as the primary process while the chain crew remains in a secondary role.
The technology, which uses six 8K cameras for optical tracking, will be deployed across all 30 NFL stadiums and international venues. The virtual measurement process will take approximately 30 seconds, reducing game delays by up to 40 seconds per measurement.
Sony has previously provided the NFL with Hawk-Eye’s Synchronised Multi-Angle Replay Technology (SMART), introduced in 2021 to enhance officiating reviews.
Hawk-Eye also partners with 23 of the top 25 global sports leagues and is used in major events across football, tennis, cricket, and rugby.
Rufus Hack, CEO of Hawk-Eye, Pulselive and Beyond Sports, said, “We’re incredibly excited to extend our partnership with the NFL on the important virtual measurement initiative, to continue to enhance the game for players, officials, and most importantly fans.”
Northampton Saints have appointed Will Thorp as their new Chief Financial Officer (CFO).
Thorp joins from Entain, a FTSE 100 betting and gaming group, where he was the UK Strategy Director. He previously held roles in commercial analysis, business performance, and strategic finance during his seven years with the company.
Entain’s brands include Ladbrokes, Coral, bwin, PartyPoker, and Sportingbet.
Thorp will sit on Saints’ board of directors with a remit that includes developing the Club’s long-term financial plan, managing its cashflow, ensuring compliance with financial and salary cap regulations, overseeing the Club’s financial controls and managing the finance function.
Julia Chapman, Chief Executive, Northampton Saints, said, “I am delighted to welcome someone of Will’s calibre to Saints as our new CFO.
“He is a strategic and highly commercial finance leader, with a proven track record of building and developing high-performing teams and delivering improvements in financial performance.”
DAZN has agreed a global broadcast deal with the United Football League (UFL) to broadcast every game of the 2025 UFL on a free-to-air basis.
The deal will see DAZN boost the growth in popularity of American football, complementing DAZN’s NFL and European League of Football offerings, as well as its portfolio of free multi-sport content.
The 2025 season will conclude after 10 weeks of the regular season and two weeks of the postseason with the 2025 UFL Championship Game on 14th June.
The league features eight teams – four former USFL and four former XFL teams.
Shay Segev, DAZN Group CEO, said, “DAZN’s dedicated audience of sports fans already enjoys a wide range of American Football content on our platform. Our partnership with the United Football League is an exciting extension of this portfolio and will support the growth of this sport’s reach worldwide.”
Hilton has become the official hotel partner of the England football teams, Wembley Stadium connected by EE, and St. George’s Park in a three-year partnership.
The agreement will see Hilton support the Three Lions and Lionesses at every home and away match.
Hilton Honors members will have the opportunity to exchange their hotel stays for tickets to events at Wembley Stadium, including Emirates FA Cup and Adobe Women’s FA Cup Finals.
Hilton will also be the official partner of the England Supporters Travel Club, offering Hilton Honors perks on hotel stays for fans travelling to support the teams.
James Gray, The FA’s commercial director, said, “We are delighted to have Hilton on board as a partner across our England teams, Wembley Stadium connected by EE and St. George’s Park.
“With our national teams competing for the biggest trophies over the next three years, Hilton can play an important role in supporting our squads on and off the pitch.”
ASICS has become the title partner of LDNX, a new 10K event.
The sportswear company will collaborate on all aspects of the event, designed to support runners of all abilities. This includes pre-event training runs and performance advice from ASICS experts.
The creative team behind ASICS LDNX also organise the London Winter Run and the Manchester Marathon. The area will feature live music, entertainment, and activities for participants and supporters.
Lucy Greenhalgh, Marketing Manager ASICS UK, said, “We’re thrilled to announce ASICS LDNX, an event that promises to unite and celebrate all who run.
“We believe that running can take your body to incredible places, but where it takes your mind is even more extraordinary. That’s why we’re committed to inspiring everyone, from elite athletes to beginners, to run for both body and mind.”
Somerset County Cricket Club have extended their partnership with King’s College.
The long-standing relationship will see the two organisations continue their links.
In 2025, King’s will sponsor Somerset Women’s Erin Vukusic, and Somerset Men’s Tom Banton and James Rew.
Caroline Herbert, Somerset CCC Commercial Director, said, “Our two organisations share a passion for identifying and developing young sportsmen and women throughout the region and everyone associated with the Club is delighted that we will be working together again in 2025.
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