Shorts: Casement Park, Yrds, Charlton

Preparation work has officially begun for the planned redevelopment of Belfast-based Casement Park, the Northern Irish stadium selected to host matches at Euro 2028.

Although funding for the project has yet to be finalised, steps are being taken to try to ensure construction can begin immediately, if the money is secured.

The multi-million-pound redeveloped stadium will be primarily used for GAA games but will also represent Northern Ireland for the upcoming UEFA European Championships 2028.

Casement Park is one of 10 venues in the UK and Ireland chosen to host matches in the international tournament.

The redevelopment on the 34,500-capacity stadium must begin by summer – and be completed by mid-2027 – to meet a deadline set by UEFA.

UK-based content, commercial and events agency YRDS has added British racing driver Jessica Hawkins to its roster.

Hawkins recently became the first woman to test drive a modern Formula 1 car since 2018 when she drove the AMR21 at Hungaroring, Hungary in September.

The 29-year-old is a W Series podium finisher and British karting champion and currently the Head of the F1 Academy and Driver Ambassador for Aston Martin Aramco Formula 1 Team.

Dan Underwood, YRDS co-founder, commented, “Jessica is a natural trailblazer and determined winner. Her personality and desire to promote diversity in sport is what defines YRDS too, we are really excited to have her join.”

Hawkins added, “I’m excited to embark on this new chapter with YRDS and showcase more of my personality, plus continue to use my voice to help promote diversity and inclusion within racing.”

EFL Championship football club Charlton Athletic FC has partnered with global football content and media company Footballco.

The partnership will focus on helping ‘brands reach the coveted Gen-Z demographic.’

Footballco has stated that Charlton has been selected of the partnership ‘because of the Addicks’ position as the leading social purpose football organisation in the UK.’

Footballco President, Stefano D’Anna, commented, “Charlton Athletic is an extraordinary organisation that demonstrates the power of football to inspire hope and transform communities. Its position within the multi-cultural communities of inner-city London gives it a rich flavour of authentic street football, reflected in the back stories of many of its young players.

“We have extensively researched what both Gen-Z consumers and brands want from football and the Charlton story is a perfect match. It is about urban, diverse, fun, aspirational content which tells authentic stories without the pomposity that can be associated with professional football clubs.

“After hearing about the ambitions and purpose of Charlton’s new owners, we felt that this would be the right partnership to engage the Gen Z audience.”

England Netball has announced a new partnership with Experience Kissimmee, the official tourism authority for Osceola County, Florida. 

As per of the agreement, Experience Kissimmee will own the naming rights to the Player of the Match award at all broadcast Netball Super League matches.

The collaboration will also provide opportunities for clubs and schools from the UK ‘to enjoy exclusive training camps in Kissimmee, Florida.’

Mark Foster, Chief Commercial Officer, England Netball, said, “With our shared ambition of championing women’s sport, enhancing the agenda for women’s sport will be central to our partnership and we’re excited to work together to bring unique opportunities to our players, clubs, and fans.” 

Experience Kissimmee is currently the official travel destination partner of the NFL in the UK, but this is the first time it has moved into women’s sport. 

EFL Championship football club Reading FC has announced a new partnership with online VPN service NordVPN. 

The new partnership will focus on ‘educating the clubs supporters about the potential risk of unsecured networks, protecting the club’s supporters online across the world.’ 

Tim Kilpatrick, Head of Commercial at Reading FC said, “We’re delighted to welcome NordVPN as and official partner of Reading Football Club. This partnership is a positive step for us in our digital offering to fans both in the UK and abroad and I’m confident NordVPN’s offering will be received positively.” 

EFL League Two football club Bradford City AFC has extended its partnership with Bradford Lifts.   

As per the deal, Bradford Lifts will continue as an associate partner of the club until the end of the 2026/27 season, with branding opportunities across Bradford City’s home ground, Valley Parade, and its official digital channels. 

Davide Longo, Chief Commercial Officer, Bradford City said, “We are delighted Bradford Lifts have agreed to extend their partnership with us until at least the end of the 2026/27 season. 

“Having been in place for over two years now, The Bradford Lifts Stand is well recognised at Valley Parade, and we are proud to be continuing a long-standing affiliation with Bradford Lifts, who we have been working with closely for a number of years.