Shorts: Bristol City, PUMA, RFU
Fever has secured a multi-year deal to become the front-of-shirt sponsor for Bristol City from the 2025/26 season.
As part of the agreement, Fever will also serve as the official ticketing and experience partner across all teams within the Bristol Sport Group, including Bristol City’s men’s and women’s teams, Bristol Bears’ men’s and women’s rugby teams, and Bristol Flyers basketball.
The Fever branding will appear on the front of the 2025/26 shirts, set to be revealed in the summer.
The ticketing and experience elements of the partnership are expected to be fully integrated ahead of the 2026/27 season.
Gavin Marshall, Bristol Sport Group Chief Executive and City Board Member said, “We are delighted to have a global leader in live entertainment like Fever on board and we look forward to having them as our principal partner from next season.”
PUMA is set to open its first European flagship store in London.
The London store is part of PUMA’s brand elevation strategy, designed to strengthen its global presence.
The store will offer customers unique experiences, including personalisation opportunities.
This opening follows flagship stores in Mexico City, New York City, and Las Vegas.
Arne Freundt, CEO at PUMA, said, “Our London flagship store is an important part of our brand elevation strategy. It brings the best of the PUMA brand to life for our consumers and showcases our latest innovations and design newness as part of an immersive experience.”
The Rugby Football Union (RFU) has appointmented Populous as the Architect and Lead Designer for the Allianz Stadium Masterplan Project.
This initiative aims to develop a comprehensive vision for the future of Allianz Stadium, ensuring it remains a world-class entertainment venue for sports and concerts while also enhancing revenue generation and becoming a valuable asset for local communities.
The Stadium Masterplan Project will support the RFU in creating a multi-year plan to maintain the stadium’s reputation and increase income, addressing financial pressures from economic challenges and the impact of the COVID-19 pandemic.
Populous portfolio includes other prominent rugby stadiums such as Principality Stadium in Cardiff, Aviva Stadium in Dublin, and Accor Stadium in Sydney.
The National Football League (NFL) has expanded its Global Markets Programme in the UK and Ireland, awarding new marketing rights to several teams.
The Green Bay Packers and Kansas City Chiefs have been granted rights across the U.K. and Ireland.
The programme now includes 29 clubs participating in 21 international markets, up from 25 clubs across 19 markets in 2024.
Three regular season games will be played in London (two at Tottenham Hotspur Stadium featuring the New York Jets and the Cleveland Browns; one at Wembley Stadium operated by the Jacksonville Jaguars) and one in Dublin, Ireland at Croke Park with the Pittsburgh Steelers as part of the 2025 International Games.
Henry Hodgson, NFL U.K. & Ireland General Manager, said, “We’re thrilled to see the continuous growth of the Global Markets Programme in the U.K. and Ireland, with three additional teams joining existing clubs across markets.”
Supertri has announced a multi-year sponsorship with Athletic Brewing Company.
The partnership will include all Supertri and By Supertri events, integrating Athletic into key moments of celebration and social connection for athletes and fans.
A key part of the collaboration will be the introduction of post-race celebrations featuring Athletic’s non-alcoholic beers.
Chris Williams, Commercial Director at Supertri, said, “As a brand deeply rooted in the endurance space, Athletic is the perfect sponsor for Supertri.
“This sponsorship allows us to pair our athlete and fan experience with a brand that shares our commitment to adventure, celebration, and community.
We’re excited to bring Athletic into our events and create new, memorable experiences together.”
Somerset County Cricket Club have extended their partnership with Kukri Sports
The renewed agreement will see Kukri Sports remain as the official kit supplier to Somerset CCC, providing playing kits, training wear and leisurewear for the club’s professional squads, academy, pathway, and backroom teams.
As part of the extended partnership, Kukri Sports will support Somerset Women with their full kit requirements, providing bespoke apparel.
The partnership will also see both organisations collaborate on community and grassroots initiatives throughout the region.
Caroline Herbert, Commercial Director, said, “From the very first moments of our collaboration, Lloyd Alley and his team have taken the time to understand the needs of the players and the history of the Club and have become an integral element of the Somerset Cricket Family.
2025 is a landmark year for Somerset County Cricket Club with the introduction of a professional women’s team and I’m delighted to say that Kukri Sports will support Somerset Women alongside the SCCC Academy and Pathway.”
Women’s Sport Trust (WST) has received a grant from the Jacobs Futura Foundation to relaunch its Unlocked Programme.
The funding will support both the 111 athlete alumni and a new cohort launching this autumn.
The Unlocked programme is a leadership and development initiative designed to empower elite female athletes to shape the future of women’s sport.
It provides training, mentoring, and networking opportunities to advocate for greater visibility, investment, and equality. Participants, typically current or recently retired elite athletes, collaborate with each other and key sports stakeholders to influence the wider industry. The programme focuses on storytelling, media skills, and commercial impact.
Since its launch, Unlocked has empowered multiple cohorts of athletes across various sports. Graduates have secured sponsorships, embraced media opportunities, championed diversity, and created initiatives to inspire and connect with women and girls.
Three years after completing Unlocked, more than 40% of athletes have transitioned into formal leadership roles.
Rachel Lewis, Sport Portfolio Lead, Jacobs Futura Foundation, said, “The Jacobs Futura Foundation are proud to support the Unlocked programme, which represents an innovative approach to athlete development.
“By providing targeted leadership training and creating a supportive community, WST is not just supporting individual athletes but driving systemic change in women’s sport.”
Ex-professional referee Mark Clattenburg has joined GRV Media as a contributing writer. Clattenburg, who refereed the UEFA Champions League and European Championship finals in 2016, will provide GRV Media with refereeing and football insights, strengthening the publisher’s team of journalists across its 21 football sites.
Clattenburg has refereed at the highest level in the Premier League, Champions League, FA Cup, EFL Cup, The Euros and The Olympics. Notable matches included the 2012 Football League Cup Final, the 2012 Olympics Men’s Final, the 2013 Community Shield, the 2014 UEFA Super Cup Final, the 2016 FA Cup Final, the 2016 UEFA Champions League Final, the 2016 UEFA Euro Final and the 2018 CONIFA World Football Cup Final. Since retiring from refereeing, Clattenburg has held senior posts in China, Egypt and at Nottingham Forest.
Vic Daniels, Executive Chairman of GRV Media, said: “Mark Clattenburg is as high profile and well respected in his field as they come. It is a testament to how far we have developed as a company that we can attract individuals like Mark to come aboard”.
Mark Clattenburg said: “I am delighted to be joining the GRV Media team. They have a number of high profile and well established football website brands, and I am looking forward to working together to provide unique insight and expert football commentary”.
Clare Briegal has been appointed as the new Chair of Table Tennis England, succeeding Nick Donald.
Briegal, who assumed the position on 31 March, brings extensive experience in sports governance and administration, having served as Deputy Chair of British Rowing and Chair of Sport Liverpool. Previously, she was Chief Executive of World Netball from 2014 until last year, where she delivered a new commercial model for the Netball World Cup.
Briegal has also held positions at Warrington & Halton NHS Foundation Trust and Twyford Bathrooms Ltd. She is an alumna of Cambridge University and Manchester Business School, and was a Games Maker team leader at the London 2012 rowing regatta. She rowed for Cambridge University WBC and is a qualified umpire and coach, and was a member of The Boat Race Umpires Panel.
Table Tennis England CEO Sally Lockyer, said, “We are delighted to welcome Clare as the new Chair of Table Tennis England. Clare’s extensive experience will be invaluable in leading the Board and taking the sport of table tennis to new heights over the coming years.”
Ulster Rugby has agreed a five-year deal with SAM Mouldings, a local manufacturing company, to become its new principal sponsor from the 2025/26 season.
The Antrim-based company will replace Kingspan, whose relationship with Ulster Rugby came under scrutiny due to the Grenfell fire inquiry.
SAM Mouldings’ name will be branded on the front of the shirts worn by Ulster’s senior men’s and women’s teams, as well as the Academy and age grade teams. The deal also encompasses all training gear. Ulster Rugby is still seeking a sponsor for the stadium naming rights at Ravenhill.
Ulster Chief Executive, Hugh McCaughey, added, “We are delighted to be entering into a new partnership with SAM Mouldings. This long-term commitment is a vital part of shaping Ulster Rugby’s future, and we are very excited about the journey ahead.”
