Shorts: Williams Racing, Nottingham Forest, Gloucestershire CCC

Formula 1 team Williams Racing has signed a licensing partnership with cyclewear brand Pedal Mafia.

The new collaboration sees the launch of a new Williams-branded cycling apparel

Williams Team Principal James Vowles has a personal friendship with Pedal Mafia founder Jay Barron.

“Pedal Mafia was built up on the relationships and stories we create on the road and this partnership is the essence of that,” Barron said.

“James and I bonded through our passion for cycling and I’m delighted we are bringing our two organisations together to provide Williams fans who share that love of cycling with premium kit which pays homage to the team’s rich heritage and bold ambition.”

Nottingham Forest have strengthened their partnership with E.ON Next, that will become a principal and front-of-dress partner for Nottingham Forest Netball.

The deal will see E.ON Next’s branding displayed on the front of the Forest Netball dress across all teams.

Paul Bell, COO of Nottingham Forest, commented, “We are thrilled to have E.ON Next as a key partner, and we look forward to working closely to make Nottingham Forest Netball a force in the sport. This partnership is a great example of E.ON Next’s forward-thinking approach to supporting women’s sport, and it reflects our shared values of community, ambition, and innovation.”

Scott Somerville, Director of External Affairs at E.ON, added, “Our support for Nottingham Forest Netball is a hugely significant strengthening of our existing partnership with Nottingham Forest and our work in supporting women’s sport. E.ON has a history of being a playmaker in Nottingham, and this new partnership will support our aim to inspire people — be it on the court, pitch or in their daily lives.”

Gloucestershire CC have announced a brand new partnership with travel and accommodation providors Sportsrooms.

The deals sees Sportsrooms sign an initial one-year deal to become Gloucestershire’s official travel partner for the 2025 season.

Sportsrooms, who already work with many Premier League football teams, Premiership rugby teams and professional counties, will assist Gloucestershire in sourcing hotel stays for the club’s men’s and women’s away fixtures.

Cameron Hastie, Head of Cricket Operations at Gloucestershire Cricket, said,“We’re thrilled to be partnering with Sportsrooms for the upcoming season. Having heard lots of great things about the service the team at Sportsrooms offer, it was a no-brainer for us to start working with them.

“Sportsrooms are well known in the professional sport industry for delivering excellent travel and accommodation support, and we are confident this partnership will simplify our travel arrangements throughout the 2025 season.”

In celebration of International Day of Persons with Disabilities, London-based youth charity Bloomsbury Football showcased its Disability Football Programme through community football sessions for young people with disabilities.

The initiative provides blind and visually impaired young people with ‘inclusive spaces to thrive both on and off the pitch, offering a supportive environment for young players to gain confidence, build friendships, and nurture a renewed love for the game.’

Furthermore, 37 blind or visually impaired young people will attend a dedicated Bloomsbury Football coaching session at Tottenham Hotspurs’ training ground.

England Blind Football goalkeeper, Owen Locke, commented, “Being a part of Bloomsbury Football’s Blind and Visually Impaired sessions is an inspiring and fulfilling experience. Bloomsbury Football helps create a sense of togetherness for young blind and visually impaired people and gives them a pathway to playing regular football, which they might not otherwise be able to access.” 

Founder and CEO of Bloomsbury Football, Charlie Hyman, added,“This International Day of Persons with Disabilities, we wanted to take a moment and celebrate the incredible young people we work with on our Disability Football Programme. This is about much more than providing a space to play the game they love, it’s about creating opportunities for young people to connect with others and feel supported as part of a community.”

Premier League outfit Brentford have extended their partnership with sports technology firm Eyeball.Club.

Under the renewal, Eyeball’s software will continue to help the Bees recruit young prospects from around the world.

Brentford will leverage Eyeball’s platform, which features full match videos, computer vision AI, data analytics, and video analysis.

Eyeball.Club Founder Benjamin Balkin said: “Brentford has been at the forefront of utilising data and data science to drive their recruitment strategy in recent seasons and their innovative and structured approach to tactics and recruitment is one of the best in world football.

“The renewal of our partnership will continue to help support the club in their efforts to identify talent around the globe.”