Shorts: Camden Town WFC, MATTA, Whyte Bikes

Adobe has renewed its partnership with Camden Town WFC for the 2025/26 season.

The collaboration continues to focus on supporting women’s football through creativity and community engagement, highlighting player stories and the growth of the game at grassroots level.

Camden Town WFC competes in the London and South East Regional Women’s Football League and runs multiple teams across senior and youth levels, contributing to the wider development of women’s football in the UK.

MATTA has appointed Emma Sweet as Brand and Partnerships Director.

Sweet returns to the UK sport and entertainment sector following a year in the hospitality industry, where she helped launch a new restaurant business in London.

Her appointment comes as MATTA continues to expand its work across sport, entertainment, and culture. Based in London, the creative agency has developed campaigns with a range of UK and international clients across these sectors.

Oxford United have renewed their partnership with alternative banking partner IFX Payments.

The agreement sees IFX Payments continue as the club’s official FX partner for the 2025/26 Sky Bet Championship campaign, supporting its commercial operations.

As part of the renewed deal, IFX Payments will sponsor an Oxford United Business Club event. Its branding will also feature across pitch-side LED advertising and the big screen at the Kassam Stadium.

Adam Benson, Chief Commercial & Marketing Officer, Oxford United, said, “We’re delighted to be extending our relationship with IFX Payments into the new season. Their expertise and responsiveness have been instrumental in streamlining our international transactions, and their commitment to supporting our wider commercial strategy has been outstanding. This renewal reflects the strength of our partnership and our shared ambition for continued growth.”

Simon Hughes, Director of 360 Trading, IFX Payments, added, “We’re thrilled to continue our journey with Oxford United. The Club’s vision and momentum both on and off the pitch align perfectly with our own values. We’re excited to support their ambitions and look forward to another season of collaboration and success.”

British bike brand Whyte Bikes has been acquired by private equity firm Causeway Capital.

The deal sees Causeway Capital acquire 100% ownership of the company from its previous owner, Cairngorm Capital. The acquisition is intended to support Whyte Bikes’ plans for international growth, with a focus on expanding its presence in continental Europe and worldwide.

The existing management team, led by CEO Nikki Hawyes, will remain with the business. The investment is the first from Causeway Capital’s second fund, Causeway Capital Partners II LP, which focuses on innovative SMEs with sustainable growth plans.

Nikki Hawyes, CEO, Whyte Bikes, said, “This new partnership is an exciting step forward, building on our 25-year history of producing high-quality bikes. We will enhance our product offerings, expand our global footprint, and invest in our brand. This will allow us to create even better experiences for our partners and riders worldwide. I want to thank the team at Cairngorm Capital – their partnership and support have been invaluable in driving our transformation and bringing us to where we are today.”

Matt Scaife, Partner, Causeway Capital, said, “Whyte is a category-leading British brand built on design, engineering and innovation. Wellness and outdoor recreation show strong long-term growth. The performance mountain bike market is accelerating, driven by technology innovation and increasing participation amongst younger riders. We are delighted to use the first investment from Causeway Capital Partners II LP to back Nikki and the Whyte team.”

Brooks Macdonald partners with British tennis player Lloyd Glasspool

Brooks Macdonald has formed a partnership with British tennis player Lloyd Glasspool, currently ranked world number one in doubles by the Association of Tennis Professionals (ATP). At Wimbledon 2025, Glasspool and partner Julian Cash became the first all-British pair to win the men’s doubles title in 89 years.

Brooks Macdonald, a UK-based wealth management company founded in 1991, supports athletes, school teams and community sports clubs through its Brooks Sport initiative. As part of the partnership, Glasspool will wear the Brooks Macdonald logo during tournaments, act as an ambassador for the company and take part in selected events.

Andrea Montague, CEO of Brooks Macdonald said, “We are proud to support Lloyd Glasspool in his journey as a professional athlete. His commitment to excellence mirrors our own values as a firm, and we look forward to celebrating his achievements together.”

Lloyd Glasspool said, “I’m pleased to be working with Brooks Macdonald. We share common values and goals and their support means a great deal to me as I continue in my professional tennis career.”