Shorts: Target Darts, Kru Live, Premier Padel

Target Darts has partnered with Disney to develop a new range of darts products inspired by the Star Wars franchise.

The collaboration will see Target Darts design and produce a collection of darts, dartboards and accessories themed around Star Wars characters including Luke Skywalker and Darth Vader. The range will feature exclusive and limited-edition products for both darts fans and collectors.

Based in the UK, Target Darts supplies equipment used by leading players including current PDC World Champion Luke Littler, 16-time World Champion Phil Taylor, and Premier League competitors Rob Cross, Nathan Aspinall, Chris Dobey and Stephen Bunting. The partnership adds to the growing number of crossovers between global entertainment franchises and UK-based sports manufacturers.

James Tattersall, Group CEO at Target Darts, “This partnership with Disney Consumer Products is truly a gamechanger, not just for darts, but for how sport and storytelling can come together” 

“The Star Wars™ franchise is more than entertainment, it’s a cultural force that has inspired generations of fans and just like darts, it brings people together through shared passion, excitement and imagination.

“We’re opening the door to a whole new way of experiencing darts, and we’re honoured to be part of this journey with Disney to create even more magical connections for consumers from around the world.”

James Butcher, Chief Creative Officer at Target Darts added, “We’ve been telling stories in and around our product for years at Target. Bringing iconic Star Wars™ assets into that way of thinking was a natural fit. The product we’ve created is pure Target inspired by Star Wars™.”

Kru Live has become the preferred staffing partner for Outernet, the London-based entertainment and media district.

The three-year agreement will see Kru Live provide brand experience teams to support activations across Outernet’s venues and digital spaces.

Located in central London, Outernet attracts millions of visitors each year and features Europe’s largest indoor digital screens. The site hosts a range of cultural, entertainment and brand experiences that combine large-scale digital media with in-person engagement.

Kru Live, headquartered in the UK, works with global brands to deliver live marketing and experiential campaigns, and the partnership strengthens its presence within one of the country’s most visited entertainment destinations.

SJ Benham, CEO, Kru Live, said, “We are delighted to be appointed Outernet’s brand experience staffing partner for the next three years. Outernet is more than a venue; it’s a place where people feel present, something which is increasingly precious in today’s fast-moving world. Together we will bring brands and audiences closer than ever.”

Premier Padel has signed a global partnership with Heineken® 0.0.

The deal will see the non-alcoholic beer brand become the official global beer partner for the professional padel tour, starting in 2026. The partnership marks Heineken 0.0’s first entry into the sport.

The brand will activate at Premier Padel events, aiming to connect with the sport’s social community. According to the announcement, more than 70% of padel players participate for the social experience and often socialise after matches.

The Premier Padel tour continues to expand globally. The 2025 season featured 24 tournaments across 16 countries, with plans to expand into new regions, including Asia, in 2026.

Bram Westenbrink, Chief Commercial Officer, Heineken 0.0, said, “For Heineken® 0.0, joining the world of padel is about more than the matches on the court, it’s about the community that surrounds it and staying connected with today’s evolving lifestyle needs. More than ever, people are thirsty for in-person experiences, and balance. With that in mind, we are committed to creating exciting and fresh ways to bring people together through our strategic sponsorships like this one.

“Whether it’s cheering on the pros, playing with new people, keeping a well-balanced routine, or sharing refreshing post-match beers, Heineken® 0.0 and Premier Padel will be serving up a collection of unforgettable shared experiences.”

David Sugden, Chief Executive Officer, Premier Padel, said, “This partnership is a powerful signal and statement that now is padel’s moment. When one of the world’s most iconic and respected brands – Heineken – partners with the world’s leading professional tour, Premier Padel, for its first venture into a new global sport – it underlines the incredible momentum behind our sport, and the Tour.

“Padel’s global rise is creating fantastic commercial, sporting and fan-focused opportunities, and together with Heineken®️ 0.0 we’ll continue showcasing just how vibrant, compelling and global this sport has become – and with so much more to come.”

Host Broadcast Services has partnered with Virgin to launch a new digital content series, The Plait Room, focused on women’s rugby.

The series, which is available on YouTube, TikTok and Instagram, takes audiences behind the scenes of Premiership Women’s Rugby (PWR). It focuses on the pre-match ritual of players having their hair plaited, aiming to capture the authentic conversations that take place in the locker room. The concept was originally developed during HBS’s previous partnership with PWR team Loughborough Lightning.

The partnership will see Virgin support the series, which is produced by HBS’s digital arm, skroller. HBS also worked with women’s sport consultancy See You At Jeanie’s on brand consultancy and creative support for the project.

Genevieve Shore, Chair, PWR, said, “The growth of women’s rugby over the past year has been undeniable, and the World Cup has broken new ground for what is possible in our game. We know how important it is to celebrate the personalities, stories and team spirit that makes rugby so attractive to fans and players alike. To see a brand like Virgin come on board to help take that content to another level is incredibly exciting, and I am excited to see what they and HBS will create together.”

Becky Howe, HBS Producer and creator of The Plait Room concept, said, “The players always make the filming of The Plait Room an absolute joy because we just allow them to be themselves and run with it. I just turn up with a camera; they do the rest! I love being able to elevate their stories and show the world how incredible the women’s rugby community is.”