Shorts: Tottenham Hotspur Women, Wolves, British Triathlon

Tottenham Hotspur Women have signed a back-of-shirt partnership with global beauty brand e.l.f. Cosmetics.

The deal is the brand’s first sporting partnership in Europe and sees e.l.f. Cosmetics become the new official back of shirt partner for the Women’s Super League club.

The partnership has a shared ambition to champion the growth of women’s football and will involve unique activations, content and community initiatives focused on empowering females on and off the pitch.

Founded in 2004, e.l.f. Cosmetics is a digital-first beauty brand that has an existing portfolio of partnerships in women’s sport, including the USA’s National Women’s Soccer League and the Billie Jean King Cup.

Ryan Norys, Chief Revenue Officer, Tottenham Hotspur, said, “We are hugely excited to be announcing a partnership with e.l.f. Cosmetics – a titan in the women’s cosmetics space and a brand that shares our passion for the growth of the women’s game.

“We are looking forward to collaborating with e.l.f. to bring our Women’s team to new audiences heading into the new season.”

Hannah Roberts, Vice President Marketing, e.l.f. Beauty, said, “Partnering with Tottenham Hotspur Women is about more than putting our name on a shirt; it’s about putting momentum behind a movement. Together, we want to inspire the next generation to express their truest selves – whether that’s scoring goals, breaking glass ceilings, or both.”

Premier League club Wolverhampton Wanderers have extended their partnership with NEO for the 2025–2026 season.

The renewal builds on a successful first season of collaboration, which saw NEO support the club with its global currency exchange and cross-border payments.

As the club’s official foreign currency exchange partner, the fintech company’s expertise will continue to be a valuable asset as Wolves grow their operations globally.

This season, NEO will continue to handle the club’s FX and multi-currency payments, helping the club to optimise transactions and save on its currency transaction costs.

Dave Thomson, Wolves’ Head of Partnerships, said, “We are thrilled to extend our partnership with NEO. Their forward-thinking approach to financial technology aligns perfectly with Wolves’ continued international growth. Together, we will continue to explore ways to bring value to our fanbase and business community.”

British Triathlon has appointed insights specialist GSIQ as its new official strategic insights partner.

The partnership is designed to strengthen the national governing body’s audience understanding and unlock new commercial opportunities on the road to the Los Angeles 2028 Olympic and Paralympic Games.

GSIQ will provide British Triathlon with advanced audience insight, data analysis, and commercial strategy support. GSIQ was the winner of the ‘Best Newcomer’ award at the 2025 FEVO Sport Industry Awards.

Gareth May, Director of Commercial and Brand Partnerships, British Triathlon, said, “This is a hugely exciting partnership for British Triathlon as we embark on a new commercial journey. GSIQ’s expertise in audience insight and data analysis will be invaluable as we look to connect more deeply with our fans, grow participation, and drive new opportunities for our partners.”

England Golf has appointed Olympic Dame Denise Lewis as an ambassador to support its new ‘Game Changers’ initiative.

As an ambassador, Dame Denise will help to drive greater visibility and diversity for the game. The appointment is part of England Golf’s plan to challenge outdated perceptions of golf and highlight its physical, mental and social benefits.

The Game Changers programme is a key part of England Golf’s wider strategic vision for 2025-2030 and will bring together influential individuals to showcase golf as an inclusive and inspirational sport. Dame Denise will be joined by a select group of individuals to support and endorse key England Golf programmes and initiatives.

Dame Denise Lewis said, “I’m thrilled to be joining England Golf as an Ambassador. Golf has so much to offer-from its positive impact on wellbeing to its ability to bring people together. I’m excited to help open the sport up to new audiences and share the message that golf truly is a game for everyone.”

The Rugby Football Union (RFU) has signed a new long-term partnership with Switch Car Rental.

The agreement sees Switch become the governing body’s official rental partner.

The company will provide the RFU’s fleet of cars to support rugby development and performance duties across England.

A key component of the partnership will see Switch support the RFU’s Volunteer Recognition Programme, which rewards the more than 100,000 volunteers in grassroots rugby.

Steve Grainger, RFU Executive Director of Rugby Development, said, “Switch Car Rental’s dedication to the RFU’s Volunteer Recognition Programme means the RFU can continue to reward and acknowledge those who deserve to be in the spotlight for giving their time, effort and expertise to our sport. “

Swedish padel company Acenta Group has signed its first leasing agreement in the UK with its distributor, Padel Société.

The agreement will see three of Acenta’s portable POP UP padel courts leased to Tour Padel Ltd, which will operate them in partnership with the University of Greenwich. The initial lease is for a five-month period and will then continue on a monthly basis.

The deal marks Acenta Group’s entry into the UK leasing market as part of its international expansion strategy. Tour Padel has also outlined plans to install an additional 10 to 20 courts over the next 12 months.

Håkan Tollefsen, CEO of Acenta Group, said, “This first leasing agreement in the UK is an exciting step for Acenta and a strong validation of our strategy to broaden our offering with flexible solutions.”

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