Shorts: Williams Racing, Jockey Club, West Ham

Formula 1 team Williams have appointed Axel Kruse, as its new Chief Operations Director.

Kruse will join the Grove-based team on 1st September, ending a 15-year period with rival F1 team Sauber. He will replace Fred Brousseau, who is set to return to his native Canada after joining Williams in April 2023.

The appointment marks a return to Williams for Kruse, who was previously a BMW engineer when the German marque supplied engines to the team between 2000 and 2005.

The move is part of a wider operational reshuffle, which also sees current Design Director, Matt Harman, promoted to Technical Director – Engineering.

Axel Kruse, incoming Chief Operations Director, Williams Racing, said, “I am thrilled to be joining Williams Racing and can’t wait to get started. Williams is an iconic Formula 1 team with huge ambition and momentum, and I look forward to working with everyone at Grove to deliver success on track.

“As a young engineer I saw first-hand the professionalism and passion at the team as we finished second in the constructors’ championship — there is unfinished business, and the target must be to finish first.”

The Jockey Club have announced a three-year partnership with rosé brand Ultimate Provence.

The deal sees Ultimate Provence become the official Provence rosé partner across all of The Jockey Club’s major racecourses and events nationwide. The collaboration began at the Betfred Derby Festival and will continue throughout the summer events programme, including at live music nights.

The partnership will be activated at events such as live music nights at venues like Newmarket Racecourse. Ultimate Provence is available nationwide via Hallgarten & Novum Wines, and will be sold on-site across Jockey Club racecourses and their series of events throughout the year.

Lynsey Robinson, Partnerships Sales Manager at The Jockey Club, said, “We are thrilled to welcome Ultimate Provence as our Official Provence Rosé Partner. The collaboration got off to a fantastic start at this year’s Betfred Derby Festival, and we are excited to build on that momentum. Together with UP, we’re enhancing the raceday experience with an exciting new offering that truly resonates with our racegoers.”

West Ham United have unveiled their new Third Kit for the 2025/26 season, created in collaboration with the football and fashion platform, Footballer Fits.

The Premier League club’s new strip features an Oxford Navy Blue shirt, inspired by the colours of the club’s first jerseys as Thames Ironworks. The design includes an oversized, embroidered version of the crossed Hammers in place of the full crest, marking the first time the symbol has appeared independently on a West Ham shirt since 1985. The kit is completed with gold shorts and socks.

The launch campaign was produced in partnership with Footballer Fits and features a film starring men’s team players Jarrod Bowen, Jean-Clair Todibo, and Aaron Wan-Bissaka, alongside women’s team players Verena Hanshaw and Princess Ademiluyi.

The collaboration is intended to highlight the kit’s identity and celebrate athlete self-expression on and off the pitch.

Omarr Belhaj-Fahsi, Editorial Lead, Footballer Fits, said, “Partnering with West Ham was an immense privilege, particularly considering the club’s rich heritage. It serves as a reminder that people want personality and expression in football. The creative licence the Club afforded us when styling the players is also testament to their willingness to experiment and support our mission for greater athlete self-expression.”

Global sports and entertainment agency 54 has announced a new partnership with outdoor equipment and technology company Toro.

The agreement will see 54 provide a range of strategic services to the Toro brand globally. The agency will be tasked with expanding commercial opportunities, unlocking new strategic channels, and elevating the brand’s reach.

The partnership adds to 54’s portfolio, with the agency providing strategic advisory, operations, event management and marketing services.

Toro was founded in 1914 and provides equipment and technology for the turf, landscape, and agriculture industries.

Andrew Ihrke, Senior International Marketing Manager, Toro, said, “We’re excited to partner with 54 to deepen our understanding of the evolving needs within the greenskeeping and turfcare industry. Their expertise in market will help us uncover insights that drive innovation and reinforce our commitment to delivering high-performance solutions for turf professionals and greenskeepers worldwide.”

Ed Edwards, CEO, 54, said, “We’re proud to be working alongside Toro, an iconic global brand whose products and mission align perfectly with 54’s purpose-driven approach. Our work together represents a powerful opportunity to drive measurable impact across sectors where performance and purpose go hand in hand.”

David Gillet has been appointed as the new Head of Broadcast & Media Rights at the global sailing championship, SailGP.

Gillet joins the organisation from the hydrogen-powered off-road racing series, Extreme H, where he has worked for the past three years. In his new position, he will oversee SailGP’s global broadcast strategy and media rights distribution.

The appointment is a key move for the championship as it continues to build its international audience and commercial partnerships. Gillet will build on the foundation established by his predecessors, Tom Gracey and Melissa Lawton, over the first five seasons of the competition.

David Gillet, Head of Broadcast & Media Rights, SailGP, said, “I’m delighted to join SailGP and help to build on the incredible work of Tom Gracey and Melissa Lawton across the first five seasons of this thrilling series.”

Bradford City AFC have secured a new multi-year partnership with the sportsbook app SBK.

The deal, brokered by sports marketing consultancy Strive Sponsorship, sees SBK become one of the newly promoted EFL League One club’s main partners and official betting sponsor.

The centrepiece of the collaboration is the launch of a new club podcast, designed to give fans exclusive behind-the-scenes access and interviews with figures from the club’s past and present.

The partnership follows a strategic review of the English football ecosystem conducted by Strive on behalf of SBK, which is the sportsbook app from Smarkets.

Davide Longo, Chief Commercial Officer at Bradford City AFC, said, “We are incredibly pleased to welcome SBK on board as the club’s official betting partner and will look forward to working closely with them over the next two seasons.”

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