Shorts: MK Dons, Castore, INOV8
MK Dons forge new partnership with Stratos Creative for 2025/26 season
Milton Keynes Dons have announced a strategic partnership with Stratos Creative, a local digital and branding agency, ahead of the 2025/26 football season. This collaboration aims to enhance the club’s digital presence and fan engagement both on and off the pitch.
Martin Carmody, Managing Director at Stratos Creative, expressed enthusiasm about the partnership, stating, “Both Stratos and MK Dons are striving to seize new opportunities—whether that’s inspiring fans, engaging communities, or showcasing the best of Milton Keynes on a bigger stage.“
Neil Hart, CEO of MK Dons, highlighted the value of local insight, saying, “Stratos’ local insight and creative expertise make them an ideal partner. They will help us deepen engagement with our supporters and create a lasting impact.“
Castore signs five-year deal with Apparel Brands
British sportswear brand Castore has entered into a partnership with Apparel Brands Ltd to develop, manufacture, and distribute Castore-branded socks and underwear across the UK and Europe. This collaboration aims to expand Castore’s product offerings in both high-performance and lifestyle apparel categories.
Danny Downs, Castore’s commercial chief, emphasized the significance of the partnership, stating, “Socks and underwear are fundamental layers for athletes and everyday consumers alike, and we’re confident that Apparel Brands’ expertise will help us deliver excellence in both innovation and distribution.”
This move marks another step in Castore’s rapid expansion, following its recent acquisition of high-end brand Belstaff. The partnership with Apparel Brands is expected to further strengthen Castore’s position in the competitive sportswear market.
INOV8 finds ‘natural fit‘ with new sales head
Lucy Ham, with over 20 years in the sports industry and experience at adidas, Nike, The North Face, and PUMA, has been named UK Head of Sales at Lake District-based INOV8. She will lead the sales team to strengthen retailer relationships and expand the brand’s UK market share, following the launch of its NATURALFIT™ footwear line, now extended into apparel.
“It’s a pinch-me moment,” Lucy said. “Living and working here, for a brand I’ve long admired, is incredible. I’m excited to reconnect with old accounts and meet new ones as part of INOV8’s next chapter.” Founder Wayne Edy praised her passion for endurance sports and proven track record, calling her a perfect fit to drive growth across the UK.
Sid Lee Sport names Matthew Bates as Operations Director
Sid Lee Sport has appointed its new Operations Director, Matthew Bates, where he will lead the agency’s hospitality and events division. The team manages ticketing and hospitality for major global events, including FIFA and UEFA competitions, the Olympic Games, and Men’s Rugby World Cups, having handled over two million tickets since 1994. Bates joins from SOUNDBKS, bringing 15 years of marketing and sponsorship experience with brands such as Therabody, Vitality UK, and Wasps Rugby.
“Sid Lee Sport has built an industry-leading reputation for seamless event delivery,” Bates said. “I’m excited to grow the business globally and continue delivering world-class hospitality experiences.” Global CEO Stephen Hall added that Bates’ expertise will help drive operational excellence and commercial growth across the agency’s portfolio.
