Shorts: Nottingham Forest, Leicester Tigers, Two Circles

Nottingham Forest and Ideagen have extended their sleeve partnership into the 2025/26 season, continuing a collaboration that began in 2021.

Ideagen, a Nottingham-based software company, has had its branding featured on the sleeves of Forest’s men’s, women’s and academy teams since the 2023/24 season.

The partnership initially began with support for the club’s academy and girls’ development teams.

As part of the extended relationship, both organisations have continued their joint work within the local community, particularly through the Nottingham Forest Community Trust. Ideagen has built on its delivery of the ‘Think Big’ programme, which aims to increase awareness of the technology sector among secondary school students.

The extension maintains a partnership between two Nottingham-based organisations and aligns with wider efforts by clubs across the Premier League and Women’s Championship to enhance community engagement through regional partnerships.

Paul Bell, Nottingham Forest’s Chief Business Officer, said, “We’re delighted to extend our partnership with Ideagen. Both organisations are committed to making a difference to communities within Nottingham, and the longevity of our partnership to date reflects our aligned company values.

“The Ideagen business continues to expand rapidly worldwide, and the global marketing platform provided through the Official Sleeve partnership continues to deliver incredible brand reach and visibility.”

Leicester Tigers and Jaffa have extended their partnership, with the fruit brand’s logo continuing to appear on the sleeve of the men’s playing kit.

Jaffa has partnered with Leicester Tigers since the start of the 2023/24 season, having initially joined as the club’s Official Fruit Partner.

The collaboration has included regular matchday activations at Mattioli Woods Welford Road, including branding on the plaza and the half-time Jaffa Zorb Race.

The renewed agreement continues Jaffa’s presence across the club’s men’s team, with visibility on playing kit and involvement in supporter engagement on matchdays.

Jaffa, which is sold exclusively through Tesco in the UK, is known for its easy peelers and oranges, and has expanded its product range to include other citrus fruits as well as pineapples, grapes, and melons.

The extension continues a wider trend of food and retail brands investing in long-term regional partnerships with Gallagher Premiership clubs to drive engagement and visibility in key UK markets.

Andrea Pinchen, Leicester Tigers Chief Executive Officer, said, “It is great news that Jaffa have committed to a further two seasons as a Club Partner and we will be able to build on what has been a great start to our relationship with such an iconic brand.

“They have been such a valuable supporter of ours since joining the club in 2023 and become a wonderful addition to our matchday experience and entertainment offering to supporters, as well as sharing our healthy eating message in the community.”

Two Circles has launched a new project with Aberdeen FC to deliver an upgraded RedTV for the Scottish Premiership club.

The platform has provided a unified digital experience for supporters of Aberdeen FC across men’s, women’s and other club formats. It has introduced a single-sign-on system through the Dons Account, allowing fans to connect existing accounts, earn priority points, and access benefits linked to the AberDNA Membership scheme, including Dons Cash.

RedTV has also included improved search functionality and increased discoverability across an archive dating back to the 1950s, enabling fans to access historical content alongside live and recent match coverage.

The development has formed part of a broader strategy by UK football clubs to centralise digital offerings, increase engagement, and drive loyalty through enhanced user experiences.

Gareth Balch, Co-founder and CEO, Two Circles said, “It is brilliant to see the impact that our technology platforms can have on delivering exceptional experiences for fans, allowing them even greater access to content and live action for the team they love, whilst also making the experience seamless across all touchpoints.

“The KORE Intelligence Platform and Staylive Streaming Platform have enhanced our offering for rights holders looking to elevate their fan experience and have better alignment across all digital channels.”

The World Aquatics Championships 2025 has been announced as free-to-air for UK fans.

Live coverage of the championships, which are taking place in Singapore from 11th July to 3rd August, will be streamed using Eurovision Sport, the EBU’s free-to-air digital platform.

Eurovision Sport has been embedded directly into the Aquatics GB website, providing UK-based fans with full, free access to live and on-demand coverage of all Championship events. Content will also be streamed on Eurovision Sport’s app and web platforms.

This collaboration marks the first time Eurovision Sport has embedded a stream directly on a National Federation platform, bringing the action of the World Championships even closer to the local audience.

Drew Barrand, Aquatics GB, said, “With digital viewership central to our audience engagement strategies, this partnership helps ensure our athletes’ performances reach the widest possible audience in the most accessible way. We’re excited to work with Eurovision Sport to bring the 2025 World Championships directly to fans across the UK, on all platforms.”

Subscribe to the Sport Industry Daily for regular updates on the biggest stories and latest news in the sport industry.