Shorts: New York Jets, Ospreys, Seat Unique

The New York Jets have announced an exclusive collaboration with London-based streetwear brand Trapstar London and Mitchell & Ness.

The capsule collection has been launched to mark the NFL team’s return to the UK capital for the 2025 London games. The range includes limited-edition jackets, t-shirts, fleece hoodies and caps, featuring the iconography of both the Jets and Trapstar London.

Welsh rugby union side Ospreys have agreed a new partnership with Day’s Rental, focusing on the club’s academy.

As the club’s new official academy kit van partner, the Swansea-based company will provide a vehicle for the Ospreys Academy. The deal also sees Day’s Rental become the official left sleeve partner for the U16 and U18 teams’ jerseys, and the official matchday try sponsor on the club’s social media channels.

Richard Lancaster, Commercial Director for the Ospreys, said, “We’re really happy to have Day’s Rental on board for the upcoming season as our official academy kit van partner. It’s incredibly important for us to have sponsors that are invested in our academy, helping to ensure that they are given the best platform possible to develop into stars of the future.”

Premium ticketing platform Seat Unique has acquired hospitality business, Circuit Hospitality.

The acquisition will expand fan access to premium experiences at venues including Wembley Stadium and with clubs such as Manchester United and Everton.

Robin Sherry, CEO and founder of Seat Unique, said, This acquisition reflects the momentum building across the premium experience economy. Fans are prioritising live experiences more than ever, and rights holders are responding with bigger, better and more creative hospitality options.”

Mark Kirton, Managing Director of Circuit Hospitality, said, Having seen the live experience industry change and grow so much over the last 15 years it now feels the right time to join with Seat Unique. Our motto has always been ‘making life an experience.’ Together with Seat Unique’s technology, reach and focus on fan experiences we will continue to make this come true for more people than ever before, as we deliver a wider range of premium opportunities.

British betting brand The Pools has appointed former Betfred executive Gemma Strath-Billington as its new Head of Group Marketing.

Strath-Billington will be responsible for leading The Pools’ brand, digital and consumer engagement strategy. She joins after 15 years with Betfred, where she rose to Group Head of Marketing, and has also held roles with Iceland, Play Music Today, and GigPig.

James Arnold, CEO, The Pools, said, “Gemma’s wealth of experience in the sector and track record of delivering successful brand campaigns made her the ideal candidate for the role and we’re delighted to have made this appointment.