Shorts: Manchester United, UK Athletics, AIG Women’s Open

Manchester United have appointed former Mercedes Formula 1 performance engineer Michael Sansoni as the club’s new Data Director.

Sansoni joins the Premier League club after a decade at Mercedes F1, where he worked as a performance engineer with Lewis Hamilton.

He will lead United’s new data and analytics department, reporting to Chief Executive Omar Berrada.

The club is looking to use data to inform key areas including recruitment, performance, and injury prevention. Although his appointment was officially announced in late July, Sansoni started in the role in April and claims his department’s work has already influenced the recent signings of Matheus Cunha and Bryan Mbeumo.

Michael Sansoni, Data Director, Manchester United, said, “Over the past few months, we’ve already made meaningful progress. With new methodologies starting to take shape and two fantastic signings, Matheus Cunha and Bryan Mbuemo, already reflecting some of that early work.

“I’ve inherited a brilliant team: smart, committed, and hungry to make a difference and together we’re building a world-class data and AI function to power decision-making across football and the wider club. The challenge is great, but so is the opportunity. We’re only just getting started and I’ll be growing the team in the months ahead. It’s an honour to be here.”

UK Athletics has named Vita Coco as the official hydration partner for the Novuna UK Athletics Championships.

The partnership, secured by Athletic Ventures, will see the coconut water brand provide hydration for officials and volunteers at the event.

Vita Coco will also have fan sampling opportunities and prominent trackside advertising during the championships, which will be broadcast on BBC Sport’s digital channels.

This agreement is the latest in a series of commercial deals for the sport, following the recently announced headline partnership with Novuna and a renewed broadcast deal with the BBC. The new partnership also builds on Vita Coco’s growing investment in athletics, including its current collaboration with Britain’s fastest man, Zharnel Hughes.

The championships will serve as the official trials for the Novuna GB & NI team ahead of the World Athletics Championships.

Jack Buckner, UK Athletics, said, “We’re delighted to welcome Vita Coco on board as the Official Hydration Partner for the Novuna UK Athletics Championships. It is brilliant to partner with a world-leading brand for these Championships.

“With the event also acting as the qualification trials for athletes ahead of the World Athletics Championships taking place in Tokyo this September, we know it is going to be an exciting weekend ahead both on and off the track.“

The AIG Women’s Open has partnered with Husqvarna to use robotics ahead of major championships for the first time.

Host venue Royal Porthcawl will use a fleet of 15 robotic mowers to cut the fairways and practice area ahead of the R&A championship, which takes place from 31st July to 3rd August. The innovation operates via a satellite-based system that enables the mowers to work autonomously within virtual boundaries.

The initiative is part of The R&A Sustainable Agronomy team’s strategy to explore new technologies that deliver high-performance golf courses in a sustainable way. Husqvarna joins the event as an official supplier.

Richard Windows, Assistant Director Sustainable Agronomy at The R&A, said, “The R&A’s agronomy team across the globe is focused on delivering high performance surfaces in a sustainable way. At the AIG Women’s Open, the Husqvarna portfolio is helping us deliver this goal through improved resource management, regular lightweight mowing and reduced carbon usage.”

Performance brand Hytro has secured investment from Dutch footballers Jurrien and Quinten Timber.

The investment was led by sports and human performance investors Joyned Capital and Skin In The Game. Joyned Capital, an athlete-led angel syndicate, brought in the Timber brothers alongside LA Chargers player Benjamin St-Juste as backers. The new funding will be used to accelerate Hytro’s expansion plans in elite sport and strengthen its position in the recovery technology market.

Hytro, which produces the world’s first wearable Blood Flow Restriction (BFR) product, is already used by over 250 professional sports teams, including Manchester City Women, Soudal Quick-Step, and organisations across the Premier League, NFL, and NBA. The UK-based company recently received a US patent for its technology, providing protection until 2040.

Raj Thiruchelvarajah, CEO and Co-Founder of Hytro, said, “To have respected athletes like Jurrien, Quinten, and Benjamin back our mission is a huge endorsement of the work we’re doing. These players know what high performance demands — and they choose to invest in products that deliver.

“With momentum growing in the US, our newly granted patent now gives us the protection and credibility needed to scale faster across elite sport, wellness, and beyond.”

The UK’s first athlete-led venture capital firm, The Players Fund, has received strategic investment from The Players Company.

The deal marks the formation of the world’s largest transatlantic athlete investor alliance, connecting over 850 athletes and artists across the UK, US, and beyond.

The Players Company is backed by advisors including Bob Iger and Maverick Carter. This collaboration is designed to further the mission of both organisations to empower athletes through investment access, education, and cross-border collaboration.

Future initiatives will range from shared deal flow and portfolio activations to a calendar of co-branded events aligned with global sporting moments.