Shorts: Nike, Brentford FC, Aston Villa

London City Lionesses have announced a new multi-year partnership with global sportswear brand Nike.

The agreement marks a development for the club both on and off the pitch.

Under the two-year deal, Nike has become the official kit supplier for London City, providing the team with performance apparel and training wear designed for elite women footballers.

In collaboration with Pro:Direct Soccer, the club’s 2025/26 home, away, and third kits have been developed with a focus on innovation and athlete-informed design.

The partnership will see Nike and London City work to enhance athlete development, champion women’s performance innovation, and engage the local community in London.

Official kits are expected to be unveiled from late July.

Michele Kang, Founder and CEO of Kynisca, said, “Innovation in women’s sport and how we support our players to reach elite performance levels is at the heart of everything we do. That’s why it’s incredibly important that London City Lionesses is partnering with Nike in this groundbreaking deal.

“It’s vital we keep pushing the standards of professionalism and support in women’s football, and this collaboration is a powerful accelerator.”

Brentford have extended their partnership with Hollywoodbets.

This deal confirms that the betting company will remain as the principal sponsor on the front of the men’s first-team shirts until the end of the 2025/26 season.

The agreement brings the partnership into a fifth consecutive season in the Premier League.

The 2025/26 kits will be produced by new official kit partner Joma and include designs for the men’s, women’s, and academy teams.

The home shirt will mark 100 years since Brentford first played in red and white stripes. Hollywoodbets will feature on the men’s first team kit only, in line with the Premier League’s voluntary commitment to remove gambling sponsors from front-of-shirt placements by the end of the 2025/26 campaign.

Hollywoodbets initially partnered with Brentford as back-of-shirt sponsor in the 2020/21 season before moving to the front of shirt upon the club’s promotion to the Premier League in 2021.

Cazoo will appear on the front of shirt for Brentford’s men’s B team, women’s sides, academy teams and junior kits for the 2025/26 season.

Fran Jones, Brentford Commercial Director, said, “We have a fantastic long-standing partnership with Hollywoodbets and have enjoyed success both on and off the pitch together.

“Their support is a key factor that helps us to remain competitive on the pitch and to keep football affordable for our fans.” 

Aston Villa Football Club has announced Xapo Bank as an official partner of the club.

The Bitcoin-first financial institution, which is one of the world’s oldest Bitcoin custodians and a fully licensed bank, has also become the official pre-season tour partner, supporting Aston Villa’s 2025 tour of the United States.

Xapo Bank, established in 2013, is regulated by the Gibraltar Financial Services Commission and has passported its banking licence to the UK.

Adrian Filby, Chief Commercial Officer, Aston Villa, said, “We are delighted to be partnering with Xapo, an organisation whose vision for success aligns with Aston Villa’s long-term strategic thinking.”

Omologato has become the official timing partner of the 2025 Silverstone Festival.

The partnership coincides with Omologato’s tenth anniversary and will include a pop-up lounge in the National Paddock, where visitors will be able to view selected watches and archive pieces.

Founded in 2015, Omologato has focused on motorsport-inspired timepieces and has built a presence across racing events in the UK and internationally. Its involvement in this year’s Silverstone Festival will include brand activations throughout the weekend.

Silverstone Festival has continued to attract large crowds, with last year’s edition drawing more than 100,000 visitors across three days.

The 2025 edition will feature a schedule of historic racing, classic car displays and live entertainment, held at the circuit that has hosted the Formula One British Grand Prix since 1948.

Nick Wigley, Event Director at Silverstone Festival, said, “We’re thrilled to welcome Omologato as an official partner of this year’s Silverstone Festival.

“We’re marking several major milestones at this summer’s Festival and now we’re proud to include Omologato’s tenth birthday too.”

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