Shorts: Crystal Palace, Premier League, Man City

Crystal Palace have partnered with energy drinks brand Red Bull.

The deal will see the Austrian drinks company will become the official energy drinks partner of both the men’s and women’s team, ahead of the latter side’s debut season in the WSL.

The partnership includes branding on Selhurst Park’s pitch-side digital ribbon and crowd-facing LED boards, as well as in-stadia TV screens and drinks hardware. Red Bull products will also be on sale in selected kiosks around Selhurst Park.

Barry Webber, Chief Commercial Officer of Crystal Palace, commented, “We’re absolutely thrilled to be joining forces with a brand as globally recognised and innovative as Red Bull. With a rich legacy supporting and developing world-class athletes and teams across a variety of sports, Red Bull’s passion and energy aligns perfectly with our club’s ambitions and vision for the future.”

The deal comes days after Red Bull agreed a similar deal with another Premier League club, West Ham United.

Nottingham Forest have also revealed a partnership with Red Bull, as the brand continues to cement its place in English football.

Red Bull will be available to purchase at The City Ground, as well as being prominent across pitch side LEDs at the stadium and integrated across Nottingham Forest’s digital platforms.

The Premier League and the National League have launched a new competition for first teams of National League clubs and Premier League 2 sides which carries a £1m prize fund.

The National League Cup will begin in October and comprise of the 16 under-21 teams participating in Premier League 2, and 16 first teams from clubs participating in the National League.

Tony Scholes, Premier League Chief Football Officer, said, “We’re excited to launch this new competition in partnership with the National League. The competition will provide additional opportunities for young players in the under 17-21 age groups to gain valuable experience of playing against First Team opposition, something many of our current Premier League stars have experienced in their development. We’re pleased to be able to support in the operation of the competition and look forward to seeing the wider benefits it will bring to National League clubs.”

Mark Ives, National League General Manager, added, “This new competition presents another exciting chapter in our partnership with the Premier League. Our sides will have a great opportunity to compete against some of the best Academy Players in the country. We’re excited to be working closer with the Premier League on the operational side of the new competition and look forward to continuing our valued partnership further.”

Manchester City has announced a new multi-year local partnership with luxury watchmaking company Jacob & Co.

As part of the agreement, the American jewellery and wristwatch retailer will produce a series of limited-edition watches that are inspired by iconic moments in the Premier League team’s history.

Additionally, Jacob & Co will also become presenting partner of selected Manchester City hospitality packages, including ‘The Icon Experience’ and ‘Champion’s League VIP Away Trips’.

Benjamin Arabov, CEO of Jacob & Co, said, “Our fandom in the sports world continues to grow tremendously, especially in football. This partnership is the perfect opportunity for Manchester City fans to experience our ultra-premium custom products while representing their favourite city, team, and players.”

Goodwood has announced the appointment of a new Chief Executive Officer, Adam Waterworth.

From Tuesday 1st October, Waterworth, who has been at Goodwood for over 14 years, will take up the role from Chris Woodgate, who has been at the helm for the last seven years.

Waterworth has served in senior roles at Goodwood since joining in 2010, most recently as the Events Managing Director.

The Duke of Richmond CBE DL, Executive Chairman of the Goodwood Estate, said, “I am delighted that Adam will become our new CEO in October, bringing his assured leadership and track record of performance and delivery to the role. We have an exciting future ahead of us at Goodwood and I look forward to working closely with Adam as we affirm our long-term plans and opportunities in the coming months.

I’d also like to thank Chris for his dedicated leadership over the last seven years. Chris helped navigate Goodwood through the difficult Covid period and was a crucial pillar in the recovery and subsequent growth of the business in the years that have followed. I know that all his friends here are sad to see him go and the respect we have for him will continue beyond his time at Goodwood.”

Adam Waterworth, added, “It is an honour to become Goodwood’s CEO and lead the organisation into its next chapter. As we plan for the future, we can draw from over 300 years of heritage and history, and I’m proud to have such a strong team with me as we continue to develop and host amazing experiences for our customers, fans and partners.”

The Women In Football network and accounting software business Xero have announced an extension to their partnership and the continuation of the Women in Football x Xero Small Business Programme.

Now open for applications, the programme offers support to aspiring female business owners in the football industry through a series of workshops and one-to-one mentoring.

Sam Daniels, Head of Brand and Campaign Marketing at Xero UK, said, “For the women’s game to truly grow, it’s not just about what happens on the pitch – the businesses that support it need strong foundations too. This programme delivers the financial tools, mentorship, and networks to help female entrepreneurs turn their ideas into winning businesses. From grassroots passion to boardroom success, the opportunities within the women’s game are endless.”

Yvonne Harrison, CEO of Women in Football, added, “It’s been a joy to watch the first cohort of female entrepreneurs thrive with the support of Xero and Women in Football. Their progress has exceeded expectations and the support they have given to each other has been truly inspiring.  I’m delighted we can build on this by extending our partnership with Xero to impact even more women. When like-minded organisations work together, great things can happen, and I’m sure there’s so much more to come.”

Chelsea Women has renewed its partnership with Lindahls, the high-protein dairy brand from Lactalis Nestlé, for a second year.

Priyanca Masrani, Brand Manager at Lindahls, said, “We’re excited to continue our partnership with Chelsea Women. This continued collaboration with CFCW allows us to take the ‘Good Move’ message further, supporting the female athletes and fans alike as they continue to drive women’s sport forward. Together, we’re not just backing the team on the field – we’re encouraging everyday moves that keep women active and thriving.”

Chelsea FC Chief Revenue Officer, Casper Stylsvig, added, “Our partnership with Lindahls is a great benefit to our players and fans, and we are delighted to be extending it for a second year. The dedication to championing each good move and having active lifestyles align perfectly with our values. We’re grateful for the insights Lindahls offers through this campaign, particularly in highlighting the role of protein, which enhances our understanding of achieving a balanced diet.”