Shorts: Worcester Warriors, West Ham United, Fuse

Worcester Warriors have partnered with Freemans Event Partners to transform the food and beverage offering at Sixways Stadium.

The new partnership will see Freemans Event Partners deliver all food and beverage solutions at the venue for Worcester Warriors and Worcester City FC matches, coinciding with the Warriors’ return to Championship Rugby. The deal aims to enhance the fan experience with a focus on more choice and faster service.

Bars across the stadium will be refreshed with new branding and digital menus, while the Fan Zone will be expanded into a social hub featuring global street food, live music, and interactive entertainment.

To improve transaction speed and reduce queues, Freemans Event Partners’ proprietary payment system, FEP PAY, will be rolled out across the entire venue.

Stephen Vaughan, Strategy Director for Worcester Warriors, said, “We are excited to see Sixways Stadium welcoming the Worcester Warriors once again on their home ground. This year’s season means more than ever before, and we are delighted to be working with Freemans Event Partners to bring a revamped food & drink offering to fans across all games at the venue.”

Matt Luscombe, CEO of Freemans Event Partners, said, “We are proud to be supporting Worcester Warriors on their return to Championship Rugby. This partnership goes far beyond food and drink: it’s about raising the bar for the entire matchday experience. This is an exciting time for the club and its supporters, and we are committed to delivering them a food & beverage offering that will transform the fan experience.”

West Ham United have named medical equipment manufacturer BTL as their new official recovery equipment supplier.

The collaboration will see BTL provide the club’s medical staff with its data-driven, precision-based, and non-invasive medical technology to gain insights on player injury and support their return to action.

Utilising BTL’s recovery equipment, such as cryotherapy chambers and anti-gravity treadmills, is intended to help players return to maximum performance levels following injury, supplementing traditional physiotherapy.

As part of the agreement, BTL will receive a wide range of matchday brand exposure, including pitch-side LED advertising and on stadium screens. The brand will also have video content opportunities to showcase the club using its range of rehabilitation apparatus.

Nathan Thompson, Executive Director at West Ham United, added, “West Ham United are proud to be at the forefront of innovation, and we’re delighted to be working with BTL to support our players’ recovery and performance.

“By working together, we are providing our performance and medical teams with industry-leading technology to enhance player wellbeing and performance, and I look forward to seeing the positive impact BTL will have across the Club in the months ahead.”

Global sports and entertainment marketing agency Fuse has appointed Lucy Basden-Smith as its new Managing Director.

Basden-Smith joins from Havas Play, where she held the same role, and brings more than 18 years of experience leading global sponsorships and partnerships. Her previous work includes campaigns for EE x The Home Nations, Wembley Stadium, Defender x Rugby World Cup and BAFTA.

In her new role, Basden-Smith will report to Louise Johnson, Global CEO, and will be part of Fuse’s International Executive Leadership Team. She will be instrumental in championing new business, strengthening client relationships, and guiding teams to deliver connected campaigns.

Fuse’s work has previously been recognised at the Sport Industry Awards.

Lucy Basden-Smith said, “It’s an incredible moment to join a company that’s charging forward with bold global expansion plans. The pace of growth and the ambition driving this journey makes it an exciting opportunity to build, scale and create impact worldwide. At Fuse, the team doesn’t just set goals, they achieve them.”

Women in Football (WIF) has partnered with British Universities and Colleges Sport (BUCS) and The FA to run the BUCS & FA Women’s Leadership Programme for the next three years.

Following a competitive tender process, WIF was selected to lead the programme into its next chapter, leveraging its expertise in professional development. Launched in 2019, the initiative has supported female students who aspire to careers in the football industry and the wider sports sector.

The programme aims to create a network of future leaders, providing them with the skills and confidence to help redress the balance in a sector where women remain underrepresented in leadership roles. WIF’s own Leadership Course has seen over 750 women take part, and the organisation’s expertise in this area was a key factor in the partnership.

The BUCS & FA Women’s Leadership Programme was a finalist in the ‘Workforce Development Award’ category at the 2024 Sport Industry Awards.

Yvonne Harrison, CEO, Women in Football, said, “The Women in Football team is truly excited by the opportunity to help develop even more female leaders of the future through the BUCS & FA Women’s Leadership Programme. Given the combined expert knowledge and dedication of WIF, BUCS and the FA, young women joining the programme can be certain of a world-class professional launchpad for their ambitions in the sports industries.”

Dan Matthews, Senior Football Development Manager, BUCS, said, “We are delighted to announce Women in Football as our new partner for the Women’s Leadership Programme.

“This partnership will ensure students continue to access transformative experiences that shape confident, capable leaders for the future.”

Tottenham Hotspur have announced a three-year partnership with US hand tools brand Stanley.

Through the partnership, the Premier League club will help Stanley strengthen its presence in the UK market, with the two working together on collaborative marketing campaigns and initiatives that support local communities.

As part of the agreement, Stanley will also be promoted through in-stadium branding at the Tottenham Hotspur Stadium, including on LED perimeter boards on matchdays.

Ryan Norys, Chief Revenue Officer, Tottenham Hotspur said, “We are excited to announce a partnership with Stanley for the next three years as part of its UK-expansion objectives. We have a strong connection to our local area and in Stanley we have found a partner equally dedicated to fostering meaningful connections with its communities.”

Wembley Stadium has partnered with social enterprise Nimbus Disability to simplify the purchasing process for accessibility tickets.

The new collaboration introduces a free Wembley Stadium Digital Access Pass, which will streamline the process for fans.

The system removes the need for guests to repeatedly send in documentary evidence to support their request. Instead, access requirements will be verified once by Nimbus and the pass, which is valid for three years, can be used when booking tickets for any event at the venue.

A Wembley Stadium spokesperson said, “The Wembley experience starts when fans purchase a ticket, and the new collaboration with Nimbus will make this process quicker and easier.

“The process is far quicker via Nimbus. With their very own unique Wembley DAP, fans can look forward to an improved process and enjoying many more spectacular events at this iconic venue.”

Goodwood Revival has signed a two-year partnership with the on-demand chauffeur company, Wheely.

The deal sees Wheely become the official chauffeur partner to the historic motorsport event. As part of the agreement, Wheely will provide an exclusive Revival-themed drop-off and pick-up area, along with a private customer lounge at the motor circuit.

Visitors travelling with Wheely can access fixed-rate journeys to and from London. The company will also undertake all of Goodwood’s corporate travel requirements throughout the event week, with booking available via the Wheely app.

Stephen Winton, Partnership Sales Director, Goodwood, said, “Wheely’s cutting-edge technology and traditional standards of service align with Goodwood’s values and we are delighted to partner with them for Revival. The chauffeurs provide exceptional customer experience and magnificent cars, something that is at the heart of what we do at Goodwood.”

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