Shorts: Sale Sharks, Crystal Palace, Pri0r1ty Intelligence Group
Gallagher Premiership rugby club Sale Sharks have signed a three-year partnership with FOW Car Supermarket.
The agreement sees the family-run business, also known as Fords of Winsford, become the club’s official car retail partner. As part of the deal, the FOW Car Supermarket logo will feature on the sleeve of the men’s and women’s 2025/26 kits.
Additionally, the North Stand at the club’s home ground, the Salford Stadium, will be renamed the FOW Stand. The new branding will be unveiled at the home fixture against Gloucester. To celebrate the partnership, fans attending the Gloucester fixture will be entered into a prize draw to win a car.
FOW will also run a half-time ‘FOW Power Kick’ activation at home games, giving fans the chance to win a car, while season ticket holders will be offered a £399 upgrade when purchasing a vehicle.
Sale Sharks Commercial Director, Luisa d’Aprano, said, “FOW Car is a business with family at its core and I’m so excited to see what we can achieve together over the next three years and, hopefully, beyond.
“It’s so important for us to work alongside businesses that share our values and that is very clearly the case with John and his fantastic team. I know fans are going to love what we’ve got planned for matchdays.”
Crystal Palace FC have announced a new multi-year partnership with the University of Greenwich
The partnership will focus on providing opportunities for students to gain experience in the professional sports industry.
University of Greenwich students will be offered placements, internships, research projects, and be involved in live projects at the club. Students will also gain experience in matchday operations and attend guest speaker sessions with Palace staff to help develop talent in the local community.
As part of the agreement, University of Greenwich branding will feature across Selhurst Park and the club’s digital channels, including on the club’s Under-18 social media output. The deal also includes discounted tickets for selected Crystal Palace Women’s and Under-21s matches and access to club events.
Barry Webber, Chief Commercial Officer at Crystal Palace FC, said, “We’re thrilled to welcome the University of Greenwich to the Crystal Palace family. This partnership is about more than branding, it’s about offering real opportunities for young people to dive into careers in sport, business, and media, and gain invaluable experience with a Premier League football club. We can’t wait to collaborate closely with the university and their talented students in the seasons to come.”
AI, data and marketing services group Pri0r1ty Intelligence Group has announced the launch of Metr1c, a new brand partnerships and growth solutions agency for the entertainment sector.
Created alongside Pri0r1ty’s recently acquired sports data marketing agency, Halfspace Group, Metr1c will use data analytics, creativity and AI to connect brands and rightsholders. The new agency aims to create a bridge between sponsorship and digital advertising to help grow revenues and fan engagement.
Metr1c has been in a beta phase for seven months, and has already delivered campaigns for clients including The Brits and Sony, Celtic FC, Scottish Golf, and Favela Cerveja.
The operational team includes figures from music, marketing, technology, sports and entertainment, including Chris Jammer, founder of the Strawberries & Creem Festival.
James Sheehan, CEO of Pri0r1ty, said, “We’re entering a new era where brand partnerships can no longer rely on gut instinct or legacy relationships alone. Our new Metr1c agency uses data and AI to take the guesswork out of collaboration and also allows brands and rightsholders to create partnerships that are both creative and quantifiable. This, combined with an award-winning marketing team, gives us a strong proposition in the broader entertainment industries.”
Wolverhampton Wanderers have extended their partnership with recruitment specialist M&E Global for the 2025/26 season.
The deal marks the third consecutive year of the partnership between the Premier League club and the company. M&E Global, a supplier of skilled personnel for overseas defence contracts, will continue to have a presence around the club and support a variety of projects and initiatives.
The partnership also includes support for the Wolves Foundation, with M&E Global committed to community work in the West Midlands, including initiatives for military personnel transitioning away from service. The company recently sponsored the club’s pre-season fan and partner trip to Girona.
Gordon Woodward, Managing Director, M&E Global, said, “We’re delighted to be extending our partnership with Wolves for a third season. This collaboration continues to reflect our commitment to supporting and strengthening ties within the local community and the greater West Midlands region. It’s been a privilege to contribute to the club’s journey, and we look forward to what this season has to offer.”
Dave Thomson, Head of Partnerships, Wolves, said, “I’m thrilled to see our partnership with M&E Global move into its third season and look forward to welcoming them back to Molineux.
“Together, we will continue to build a lasting partnership that reflects our shared dedication to excellence and community impact as we support their work within Wolverhampton and the wider West Midlands. We look forward to developing this relationship further over the coming season, and hopefully for many more to come.”
Manchester United have lined up Brentford academy director Stephen Torpey as the club’s new head of academy.
Torpey is set to replace the outgoing Nick Cox, who is leaving his role at Old Trafford after agreeing to become Everton’s new technical director.
The recruitment process was understood to have been driven by Manchester United technical director, Jason Wilcox. The pair are well known to each other, having previously worked together at Manchester City’s academy
Arsenal have signed a new two-year global partnership with the Coca-Cola Company.
The agreement makes the company the official soft drinks partner of the club. As part of the deal, Coca-Cola’s portfolio of brands, including Coca-Cola, Fanta, Sprite, Oasis and Schweppes, will be available for supporters at all men’s and women’s matches at Emirates Stadium.
The partnership will also feature a range of supporter-focused activations at the stadium and across digital platforms, including exclusive experiences, giveaways, and community initiatives.
This new agreement complements Coca-Cola’s ongoing league-wide partnership with the Premier League.
Juliet Slot, Chief Commercial Officer, Arsenal, said, “We’re proud to welcome Coca-Cola into our Arsenal family, and for such a globally-recognised brand loved by Gooners everywhere to become a staple of our matchdays in N5. We’re looking forward to working together to better serve our supporters, and bring our communities of Gooners around the world closer to us.”
Fuse, the global sport and entertainment marketing agency, has announced the expansion of its strategy team with a series of senior appointments.
The new team will be tasked with driving Fuse’s new proposition, ‘Culturally Connected, Seriously Effective’, for its clients in the UK and around the world. The agency’s work has previously been recognised at the Sport Industry Awards.
Leading the team is Tom Wild, who joins as the new Head of Strategy. Wild previously led strategy for Publicis Sport & Entertainment across clients such as TikTok, JPMorgan Chase, ABInBev and Samsung UK. He will report to Naomi Hall, Managing Partner at Fuse.
Joining Wild are two new Strategy Directors, Neil Sura and Will Mason. Sura arrives from Octagon where he was Group Strategy Director, APAC, and co-led Standard Chartered’s award-winning ‘Play On’ campaign with Liverpool FC. Mason joins from Wasserman, where he held the position of Senior Director, Strategy, guiding brands such as Unilever on strategic partnerships across sports.
Tom Wild, Head of Strategy, Fuse, said, “Today’s consumers expect more than messages – they expect brands to add real value in their lives. Sport and entertainment offer powerful platforms for culture-shaping work that connects people and brands in meaningful ways. With the right strategy in place, brands can define their role with clarity, activate partnerships authentically, and drive greater resonance and measurable impact.
“I’m excited to lead Fuse’s strategy team, working in close collaboration with our clients to shape effective partnership strategies that deliver standout work and leave a lasting impression.”
The Nottingham Panthers have renewed their major sponsorship partnership with WAGO for the 2025-26 season.
The deal marks the fourth consecutive year of the partnership. As part of the agreement, the Midlands-based company’s logo will continue to be displayed on the front of the Panthers’ jerseys and helmets.
The renewal comes as the Elite Ice Hockey League team prepares to compete in the Continental Cup during the upcoming season. WAGO is a global brand and a world leader in spring pressure technology, serving markets including building automation, automotive, and rail.
Omar Pacha, CEO, Nottingham Panthers, said, “It’s fantastic to have WAGO back with us for a fourth season with us here at the Panthers. We have a great partnership with WAGO and share the same values. Richard and his team are great friends of the club and I’d like to welcome them back for another year.”
Manchester Basketball have announced a three-year kit partnership with fellow Manchester-based sportswear brand Castore.
The deal will see Castore become the franchise’s official teamwear supplier through to 2028, delivering playing kits and off-court apparel for both the men’s and women’s teams.
The collaboration establishes Manchester Basketball as Castore’s flagship basketball partner, adding to a commercial portfolio that includes partners across football, cricket, rugby, and Formula 1. A new kit is set to launch ahead of the new season, which begins on 19th September, with fans also able to purchase replica jerseys and an exclusive apparel collection. Exclusive in-store activations are also planned.
Adam Knight, Head of Commercial, Castore Teamwear, said, “We are pleased to partner with Manchester Basketball as the official kit and apparel provider for the 25/26 season and beyond. This partnership represents a shared ambition to drive elite performance and we’re excited to see Castore being worn in our home city of Manchester. MCR begin the new campaign on 19th September and we’re looking forward to following the action on court.”
Team Scotland have partnered with ProDataStack to launch a new pilot programme ahead of the Glasgow 2026 Commonwealth Games.
The new Athlete Marketing Programme will provide marketing support to all selected athletes to help them maximise the opportunity presented by a home Games. As part of the pilot, Team Scotland and ProDataStack will work directly with 10 athletes, one from each sport featured at Glasgow 2026, to increase their visibility, engagement and followership.
The programme, which runs until after the conclusion of the 2026 Games, will give each athlete secure access to ProDataStack’s platform. This will show their own data including social media reach, audience engagement and brand sentiment, alongside real-time insights and extended marketing support. The athletes and Team Scotland will also collaborate on social media content and fan competitions.
Colin Millar, Head of Marketing and Commercial Operations at Team Scotland, said, “Glasgow 2026 offers a unique opportunity for Team Scotland athletes to shine on home soil on one of the world’s biggest sporting stages. Through this pilot, we aim to equip them with the data, insights and tools to share their journeys to next year’s Commonwealth Games, connect with fans and grow their personal profiles.
“We are committed to supporting all of our athletes both in competition and away from the field and next year’s Games provides the perfect platform to showcase not only their sporting excellence, but also the inspiring stories and personalities that make them ambassadors for their sports and for Team Scotland.”
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