Shorts: Team GB, 53Six, Wasserman

Team GB have appointed Levy Merchandising as the official ecommerce licensee for the national team’s online store.

The multi-year agreement will see the retail division of Levy manage the online store for the British Olympic Association (BOA). The transition to the new-look ecommerce experience is now underway.

Levy Merchandising has confirmed that plans are in development to expand the product ranges available to fans in anticipation of the upcoming Olympic Winter Games Milano Cortina 2026 and the Los Angeles 2028 Summer Games.

Tim Ellerton, Chief Commercial Officer at the British Olympic Association, said, “Elevating our offering to fans across our channels and bringing them closer to the magic of the Olympic Games is a real focus for us at Team GB.

“The online store is a key piece of that puzzle, so we are delighted to be working with Levy Merchandising on the journey to Milano Cortina 2026 and Los Angeles 2028“

Luis Figo stars in Betfair campaign

Dublin-based sports marketing agency 53Six has launched a new campaign for Betfair starring Barcelona and Real Madrid icon Luís Figo.

Wasserman has appointed Maya Herm as Associate Vice President, Brand Strategy and Growth for The Collective, the company’s women-focused, global impact and advisory business.

Herm joins Wasserman from the sponsorship analytics firm, Relo Metrics, where she held the position of Director of Customer Success, EMEA. In this role, she worked extensively with international sporting federations, leading football clubs and a number of Fortune 500 brands.

A former Division 1 NCAA athlete in field hockey, Herm brings extensive experience from both on and off the pitch.

She is also a founding team member of a Style Of Our Own — a London-based sports store dedicated to fans of women’s sport and the athletes who play it.

Independent creative collective Gung Ho has secured new UK client partnerships with Sweaty Betty and Foot Locker.

Sweaty Betty has appointed Gung Ho as its retained UK agency, with responsibility for public relations, influencer strategy, and brand activations. The appointment follows previous collaborative projects, including the ‘Ultimate Studio’ campaign. The ongoing work will focus on fitness-based brand initiatives and community engagement in the UK.

Gung Ho’s work with Foot Locker is centred on the retailer’s presence in UK youth culture, covering public relations, influencer activity, and brand activations. The partnership has included the opening of Foot Locker’s flagship Birmingham store and the Foot Locker x Jordan Clapham Court basketball event in July 2025. Further UK-based activations are planned for later in the year.

Gung Ho is based in London and works with brands on earned-first creative strategies. Sweaty Betty is a UK-founded activewear brand, and Foot Locker operates retail stores across the UK, Europe, and internationally.

Sweaty Betty Senior Brand Manager, Sarah Leach said: “Gung Ho have shown a clear understanding of the Sweaty Betty brand, our values and the journey we are on. The team’s extensive experience, collaborative approach and commitment to truth and credibility are integral to the Sweaty Betty ethos, and we’re excited to be producing work that continues to inspire our sisterhood around the world”.

Warner Bros. Discovery (WBD) has extended its partnership with the European Broadcasting Union (EBU) to broadcast the 2025 World Athletics Championships.

The non-exclusive agreement covers 45 markets across Europe, excluding the Nordics and Poland. The deal will provide 30 hours of live television coverage on WBD’s channels, including Eurosport and TNT Sports in the UK and Ireland, in addition to a daily highlights programme.

WBD’s streaming subscribers will also be able to watch events live and on-demand via HBO Max and discovery+.

The 20th edition of the World Athletics Championships takes place over nine days from 13th to 21st September at the National Stadium in Tokyo, Japan.

The competition will see more than 2,000 athletes from nearly 200 countries compete in 49 events.

Scott Young, EVP at WBD Sports Europe, said, “Track and field is thriving thanks to the astonishing array of supremely talented athletes and global superstars who are pushing the boundaries of athletic performance to heights we have never witnessed before.”

England Judo has appointed Jenny Close as its Team Leader for the 2026 Commonwealth Games in Glasgow.

The appointment marks one year until the Games return to the Scottish city, with England Judo looking to build on its legacy as the most successful judo nation in the history of the Commonwealth Games.

Close brings over a decade of leadership experience from sporting institutions including British Rowing, UK Athletics, and UK Sport, covering performance management, operations, and pathway development. She currently serves as Performance Manager within the England Talent Programme and the World Class Performance Programme.

Jenny Close, Team Leader, England Judo, said, “It’s a real honour to be appointed Team Leader for England Judo as we look ahead to Glasgow 2026. The Commonwealth Games hold a special place in our sport’s history, and I’m incredibly proud to lead a team with such a strong legacy.

“This is a pivotal moment — not just for our athletes, but for the entire judo community — and I’m excited to help create an environment where everyone can perform at their best and be proud of the journey we take together.”

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