Shorts: Sky Bet, Toyota, 54

News publisher Reach has launched a new standalone football brand, ‘All Out Football’, with Sky Bet as its commercial sponsor.

The new multimedia-first brand is a transformation of the publisher’s Mirror Football YouTube channel, creating a dedicated hub for Reach Studio’s original football content.

The partnership with Sky Bet was brokered by media agency EssenceMediacom as part of its strategic planning around the start of the Premier League season.

Content on the new YouTube and social media channels will include a weekly flagship show, ‘In the Mixer’, hosted by ex-England defender Joleon Lescott and presenter Olivia Buzaglo.

The brand will also produce a monthly documentary giving exclusive access to clubs and players, alongside working with content creators on challenge-based formats.

The launch adds to Reach’s existing ‘All Out’ franchise, which includes ‘All Out Fighting’, ‘All Out Gaming’ and ‘All Out Rugby League’.

Harrie Dumenil, Director, Reach Studio, said, “We are excited to be launching ‘All Out Football’ with Sky Bet as our lead sponsor and it has been a pleasure working with both the client and EssenceMediacom to help bring this brand new social video series to market. With similar audiences, Sky Bet is the perfect partner to bring our new and exciting suite of football content to millions of fans.”

Kevin Brain, Head of Content, Sky Bet, said, “We know that fans are always looking for new ways to consume the game they love, and we’ve shown a consistent commitment in backing content where we can add genuine value to the audience viewing experience. We’re excited to see how ‘All Out Football’ develops.”

The Professional Cricketers’ Association (PCA) has announced Toyota as the new title partner for its annual awards in a multi-year deal.

From 2025, the event will be known as the ‘PCA Awards in partnership with Toyota’.

The partnership will see the car manufacturer sponsor the main player-voted awards, including the Men’s and Women’s Player of the Year, and the Men’s and Women’s Young Player of the Year.

The deal builds on Toyota’s existing relationship with the England and Wales Cricket Board (ECB), where it serves as a Principal Partner and the first official champion partner of Disability Cricket, aligning with its ‘Mobility For All’ vision.

Rob Smyth, PCA Commercial Director, said, “The PCA Awards in partnership with Toyota provides the ultimate opportunity for the game to recognise the very best of the players in England and Wales and to do so alongside a committed partner will elevate what is always a night to remember.

“We are already working closely with Toyota in a common goal of becoming the most inclusive team sport in England and Wales and we will strive to make sure this is recognised at the Awards throughout the coming years.”

The Muslim Golf Association (MGA) has appointed sports and entertainment agency 54 as its new official strategic marketing partner.

The partnership will see 54 support the MGA with brand development, storytelling, and international growth as the association seeks to increase global participation.

Founded in the UK in 2020, the MGA has expanded its offering of get-into-golf initiatives to the USA and Saudi Arabia. The association is now looking to enter new markets and further amplify its global Race to Makkah series, which culminates in a World Final at Royal Greens Golf Club in King Abdullah Economic City, Saudi Arabia.

Amir Malik, Founder of Muslim Golf Association, said, “This is a transformative moment for MGA. We have proven that there is a powerful appetite for culturally relevant, inclusive golf experiences.

“With 54’s support, we’re ready to take that message to the world.”

Ed Edwards, CEO of 54, said, “We’re honoured to stand alongside Amir and his team at such a transformative moment for MGA. They’re not only reshaping the game of golf — they’re breaking down barriers, inspiring new journeys, and creating pathways for players everywhere to connect with the sport, regardless of background or ability.”

The Curling Group has announced a multi-year partnership with sports marketing agency Red Tiger Marketing to launch Rock League, the first professional curling league.

Under the agreement, Red Tiger, co-founded by former Manchester United CEO Richard Arnold, will provide strategic and commercial leadership for the new league.

The agency’s mandate includes designing the commercial and franchise framework, strategic partner engagement, and global partnership development to support The Curling Group’s international ambitions.

Rock League will be the first professional mixed-gender sports league, with men and women competing together on the same teams. The league will feature six franchise teams: two from Canada, two from Europe, one from the Asia-Pacific region, and one from the United States.

The new format aims to create a modern, fast-paced, and entertainment-driven version of the sport to expand its global fan base, timed to align with curling’s growing participation and its popularity as a Winter Olympics sport.

Nic Sulsky, CEO of The Curling Group, said, “Red Tiger has the experience, credibility, and network to help us unlock curling’s full potential, and their involvement will be instrumental as we shape the future of the sport.”

Laurence Miller, Co-Founder of Red Tiger, added, “Partnering with Nic and The Curling Group to shape Rock League is an incredible opportunity to bring that expertise into one of the world’s most passionate and underserved sporting communities.”

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