Shorts: Team GB, Mayor of London, Millwall

Global has extended its partnership with Team GB as Official Audio and Outdoor Partner through to the Los Angeles 2028 Olympic Games.

The agreement expands on Global’s role as Official Audio Partner for Paris 2024, now combining its audio, video, and outdoor media platforms to support Team GB across upcoming Olympic cycles. The partnership will see coverage and activations featured on-air, online, and on billboards across the UK.

During Paris 2024, Team GB sponsors had their campaigns amplified through Global’s radio brands. Under the new deal, advertisers will be able to extend their campaigns across both audio and outdoor formats.

The partnership coincides with the launch of Sport by Global, the company’s new branded entertainment division focused on sport and fan engagement.

The renewed collaboration comes with 100 days to go until the Milano Cortina 2026 Olympic Winter Games, taking place from 6–22 February 2026. Team GB athletes are expected to compete across up to twelve disciplines, with Olympic Champion Eve Muirhead serving as Chef de Mission.

Tim Ellerton, Team GB’s Chief Commercial Officer, said, ​​“We’re delighted to be extending our partnership with Global as we look ahead to Milano Cortina 2026 and LA 2028. Global has played an important role in helping us share the stories, personalities and journeys of our athletes with audiences across the UK.

“LA promises to be one of the most exciting Games ever and will see the world of sport collide with music and entertainment in a way that perhaps has never been seen before, and through our partnership with Global we are looking forward to creating activations that will truly connect with the British public.”

The Mayor of London’s has partnered with all 16 of the capital’s professional football clubs to help tackle youth violence across the city.

The collaboration, formed with London United, which represents the community foundations of London’s football clubs, will see the VRU invest £6m into after-school and holiday programmes delivered by the clubs. The funding will support initiatives designed to provide young people with access to sport, arts, and mentoring opportunities.

The MyEnds and Stronger Futures programmes will receive £3.6m and £2.4m respectively to expand their reach across London communities. Both initiatives focus on supporting young people and families affected by or at risk of violence.

According to London United’s Keeping Young Londoners Safe report, club community trusts delivered 100 projects across 31 boroughs in 2023/24, reaching more than 30,000 young people. The new partnership aims to build on that work at a time when London’s homicide rate has fallen to its lowest level since records began in 2003.

Warner Bros. Discovery (WBD) has revealed its broadcast plans for the Olympic Winter Games Milano Cortina 2026, including a first look at its new studios and confirmation that every event will be streamed on HBO Max across Europe.

Marking the ‘100 days to go’ milestone, the announcement confirms that all 116 medal events will be available live to all HBO Max customers in Europe, including in Italy and Germany for the first time. The Games will also be available on discovery+ in the UK and other select territories.

As part of its coverage, WBD is building a purpose-built, two-floor studio. The facility will serve its pan-European production and feature dedicated sets for local language shows in Italy, Germany, Norway, and Poland, hosted by former Olympic athletes.

To build anticipation for the Games, WBD is launching new programming, including an ‘Athletes to Watch’ series and a docuseries titled ‘Monuments’. The broadcaster will also leverage its Looney Tunes IP for a ‘Sports Made Simple’ series of animated shorts aimed at engaging younger audiences with various winter sports.

Millwall have renewed their partnership with Wiggett Group, extending the agreement to include headline sponsorship of the Millwall Community Trust.

The expanded partnership will focus on employability initiatives designed to support local people into work, including workshops on interview preparation and workplace readiness. Wiggett Group staff will also volunteer at Trust projects and participate in employment fairs, offering apprenticeships and full-time roles to Trust participants.

As part of the deal, Wiggett Group branding will feature around the Community Trust building and on the front of several Trust age-group and disability team kits.

Wiggett Group, a UK-based construction company with more than 40 years of experience, operates across mechanical, electrical, and property services divisions. The company’s head office is in Brentwood, Essex, with additional offices in Dublin and Leicester.

Luke Wilson, Chief Commercial Officer at The Den said, “The relationship with Wiggett Group dates back over a number of years now, so it is fantastic to not only be able to continue this, but to now also extend their support to the Trust, too.”

“In addition to their hugely valuable financial support, the initiatives they work on with the Trust and club directly will make a real difference to local people, through their support developing interview and employment skills or through placements with Wiggett directly.”