Shorts: FA Cup, Royal Parks Half, Celsius

Mitre, the ball supplier of the FA Cup and the Women’s FA Cup, has introduced limited-edition winners’ balls for the first time.

As the current holders of the cups, Manchester United’s men’s and women’s teams have been awarded a Mitre Winners’ Ball. They will debut their ball at the Third Round of the Emirates FA Cup and Fourth Round of the Adobe Women’s FA Cup, and will continue to use it until the Finals if they reach Wembley Stadium connected by EE in May 2025.

These unique Ultimax Pro footballs champion Mitre’s football heritage with a design inspired by the Mitre Ultimax from the late 90s that was given to the champions of the Premier League.

The design, inspired by Mitre’s heritage, has been reimagined for the modern game, and the Winners’ Balls are anticipated to be a sought-after collector’s item with less than 500 having been made.

The 2024-25 Emirates FA Cup and Adobe Women’s FA Cup Ultimax Pro football designs for these Winners’ Balls feature bright, gold accents.

Simon Rowe, Senior Vice President of Mitre & Global Sports Marketing at Pentland Brands, said, “We’re always looking to bring something new and exciting to the game, and the introduction of the Winners’ Balls is a perfect way to celebrate the reigning champions, Manchester United.

“The Emirates FA Cup and Adobe Women’s FA Cup create so many unforgettable moments for players and fans, and we hope the Winners’ Balls add an extra layer of excitement and prestige to this iconic competition.”

Royal Parks Half Marathon has extended its partnership with natural nut butter brand Pip & Nut for a second year, which returns as the official snack brand and sponsor for the 2025 race.

Now in the second year of their partnership, Pip & Nut will showcase its range of peanut butter stuffed oat bars, crafted with the brand’s peanut butter and British oats.

This year’s Royal Parks Half Marathon will welcome 16,000 runners. Pip & Nut will be in attendance in the event village in Hyde Park, offering samples from its latest range of products, including its peanut butter stuffed oat bars, along with games and squirrels.

The event takes runners on a route through central London and four Royal Parks: Hyde Park, The Green Park, St. James’s Park, and Kensington Gardens.

Liz Tack, Head of Royal Parks Half Marathon, said, “We are thrilled to welcome back Pip & Nut as a returning partner for a second year. Last year, it was great to see so many runners and supporters enjoy the range of bars and nut butters and we can’t wait to experience the unbelievable atmosphere the Pip & Nut team brings to the event again in 2025”.

Energy drink brand Celsius has expanded its UK & Ireland ambassador team by signing four UK athletes.

Arsenal and England midfielder Declan Rice, Lioness midfielder Georgia Stanway, Irish Olympic sprinter Rhasidat Adeleke, and England rugby flanker Tom Curry are set to become Celsius newest ambassadors.

The brand stated each ambassador was selected for their drive and dedication, aligning with the Celsius live fit lifestyle.

Celsius is the third largest energy drink in the US market and is available in major UK retailers.

Declan Rice said, “I’m so excited to join Celsius, the opportunity was too good to turn down – not just because of how great the drink is, but also the top athletes already working with them.

“As a box-to-box midfielder, fuelling right is key, and Celsius gives me that energy boost with zero sugar, helping me to stay sharp and to combat fatigue so I can go the distance every game.” 

MATTA has announced its partnership with Changing the Narrative in Sport (CTN) for the 2025 CTN Summit, ‘Levelling the Field: The Para Sports Narrative’.

The summit is designed to drive conversations around accessibility, inclusion, and innovation in sport.

The event will explore athletes’ personal journeys, the role of their support teams, and existing commercial opportunities within para sport.

It will also cover the role of organisations in strengthening para sport through grassroots initiatives and how changing the narrative on para sport, leveraging technology, and attracting investment can drive growth and long-term financial sustainability.

MATTA’s Accessibility in Sports initiative aims to help brands and rights holders adapt to the EAA, emphasising that accessible communications enhance fan experience and brand value.

The 2025 CTN Summit will feature panel discussions with representatives from European Athletics, Play & Train charity, Swiss Open Geneva, Cybathlon, European Para Championships, and UCI, designed to equip organisations to seize the opportunities that greater accessibility brings.

Marina Logacheva, Disability Sports Lead at MATTA, said, “Our experience working with para sports and inclusive fan experiences has shown that investment in inclusion and accessible communications drive stronger engagement, loyalty, and commercial growth.”

Sid Lee Sport has announced two major leadership promotions and a new hire within its strategy team.

Mike Grumbridge, formerly Group Account Director, has been appointed Managing Director, and Rory Natkiel, previously Head of Strategy, has become the agency’s new Chief Strategy Officer.

Lynn Jung has also joined the strategy team as a strategist.

Stephen Hall, CEO of Sid Lee Sport, said, “Mike and Rory have been instrumental in building Sid Lee Sport and their promotions are recognition of the vision, expertise, execution, and leadership that they display and provide to clients day in, day out.”

TravisMathew has appointed UK-based sports communications agency MatchFit to lead its marketing and PR activity across the EMEA region.

MatchFit will oversee the brand’s creative strategy and execution for upcoming campaigns, including a major global collaboration set to launch in summer 2025.

The brand, which produces lifestyle-driven golf apparel, works with athletes including two-time PGA Tour winner Akshay Bhatia and several DP World Tour players.

To support growth in the region, TravisMathew has also added Andrew Law to its EMEA team. Law has previously worked with leading golf brands including adidas and TaylorMade and brings experience in brand development and regional expansion.

Donald Parish, Co-Founder of MatchFit, said, “I’m thrilled to welcome TravisMathew into our agency roster. On a personal level, golf has always represented a true connection to the natural world – something TravisMathew embodies in both spirit and design.

“I believe it’s time to shake up the golf industry with a new approach to contemporary brand storytelling, and I’m excited to bring MatchFit’s storytelling credentials into golf for the first time.”

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