Shorts: Two Circles, ParalympicsGB, Man City

Two Circles have been selected to deliver the ticketing strategy for the Birmingham 2026 European Athletics Championships.

Athletic Ventures have announced that Two Circles will deliver a ticketing strategy as the event comes to the UK.

The team behind the strategy previously drove the Guinness World Record success at the World Athletics Championships London 2017, which saw over 705,000 tickets sold, as well as the World Para Athletics Championships, and the sell-out London Diamond League events in 2023 and 2024.

Jack Buckner, UK Athletics Chief Executive and European gold medallist, said, “We know from our ongoing relationship with Two Circles and from working with the brains behind London 2017 that this team are experts in selling out events.”

Dan Brooke has been appointed Chair of ParalympicsGB following an extensive recruitment process.

Brooke, who is CEO of Smart Energy GB, succeeds Professor Nick Webborn CBE, who has held the role since 2017 and served the maximum eight years across two terms.

Brooke was previously Chief Marketing and Commercial Officer and a Board member at Channel 4, covering four Summer and Winter Paralympic Games, including London 2012

Sir Philip Craven, former President of the IPC from 2001-2017, said, “He amazed me on how he and his team brought a rare passion and capability to their novel and tremendously successful treatment of the Paralympic Games.”

Dan Brooke said, “My lifelong love affair with Paralympic Sport was sparked by London 2012 and snowballed into a lifelong mission for disability inclusion.”

Manchester City has secured a regional partnership with Vietnamese energy drink brand Wake-Up 247.

As part of the agreement, Wake-Up 247 has launched co-branded products in Vietnam featuring Manchester City’s badge and player imagery.

The partnership also includes local activations to engage with fans and Wake-Up 247 branding on pitch-side LED advertising at the Etihad Stadium.

Kaitlyn Beale, Vice President, Global Partnership Sales, City Football Group, said,“The Club has a passionate following across Asia, including in Vietnam, and we look forward to working with Wake-Up 247 on new and engaging ways to interact with our fans.”

Surrey County Cricket Club has extended its partnership with Xbox for a seventh year, with the gaming brand continuing as the Official Family Zone Partner at the Kia Oval and becoming a Founding Partner of Surrey’s new professional women’s team.

As part of the agreement, Xbox will work with Surrey’s women’s team to produce an exclusive content series introducing fans to the squad.

The partnership, which began in 2019, will also see Xbox maintain its branding presence at the Kia Oval and across Surrey’s digital platforms.

The Xbox Family Zone, a key feature for young fans, will return for the 2025 season. Located in the JM Finn Stand, it provides a second-floor balcony view of the pitch and offers gaming stations with the latest Xbox consoles, face painting, and cricket-related activities.

The Kia Oval will also host four Vitality Blast double-headers in 2025, with the Xbox Family Zone available for attendees.

Adrian Wells, Commercial and Marketing Director at Surrey CCC, said, “We’re delighted to renew our long-standing partnership with Xbox and support both our Surrey teams during what should be another fantastic summer of cricket.

“The Xbox Family Zone is a brilliant part of Vitality Blast matchdays at the Kia Oval, and we are proud to work with Xbox to bring young people together through gaming and cricket.

“We’re also thrilled that Xbox has committed to supporting our new professional women’s side in its first year wearing the Three Feathers.”

Salford Red Devils have failed to pay players and staff on time for the second time this season as financial difficulties persist.

Salford Red Devils have experienced ongoing financial difficulties, leading to delays in paying players and staff for the second time this season. The Rugby Football League (RFL) has previously imposed a sustainability cap on the club, which has affected team selection.

The club had already received an early payment of its 2025 revenue share before the current season began. Despite a takeover by a consortium led by Swiss investment banker Dario Berta just before the start of the campaign, financial issues have continued.

In a statement, the club acknowledged the delayed payroll and described the situation as ‘difficult’ for all involved. It also emphasised that players and staff had maintained their professional commitments and called for stability from those responsible.

Financial challenges have impacted several rugby league clubs in recent years, with rising costs and sustainability measures affecting team operations.

Trethowans has extended its partnership with Utilita Bowl for a third year, continuing as official supporter of Hampshire Cricket until the end of 2025.

Utilita Bowl hosts various cricketing events, including Vitality Blast matches.

Tom James, Head of Sales and Commercial Partnerships, Utilita Bowl, said, “As we approach the beginning of the 2025 cricket season, we are pleased to extend our partnership with Trethowans for another year.”

Mike Watson, Managing Partner, Trethowans, added, “We’re excited to continue our partnership with Hampshire Cricket and Utilita Bowl for 2025.”

Cambridge United have announced a formal partnership with Cambridge University AFC following a successful Varsity match at the Cledara Abbey Stadium.

The partnership aims to deepen the relationship between the two clubs and celebrate Cambridge’s status as the birthplace of football.

Areas of collaboration could include merchandising, facilities, sports science and coaching, data, community work and mentoring. The two clubs will explore how they can best help each other and the city of Cambridge.

Godric Smith CBE, Chair of the Cambridge United Foundation and Director at the Club, said, “Cambridge United is proud to be the professional football club from the university city that gave football to the world, so it is logical and long overdue to have a formal partnership between our two football Clubs on both the men’s and women’s side.”