The Emirates Great Britain SailGP Team has announced a three-year partnership agreement with hospitality brand Jumeirah.
As part of the agreement, Jumeirah has been named the team’s global hotel partner.
The Dubai Holding-owned brand will feature at race events throughout the seasons, bringing its hospitality to the series. The collaboration aims to curate experiences around SailGP race weekends, providing Jumeirah with access to global audiences across its key markets.
Jumeirah is set to establish a brand presence immediately at the next SailGP race event, the ITM New Zealand Sail Grand Prix in Auckland.
Sir Ben Ainslie, CEO of the Emirates Great Britain SailGP Team, said, “We are delighted to welcome Jumeirah on board as a Global Partner. Not only is Jumeirah an iconic brand based in our home-from-home, the UAE, but it also echoes our shared commitment to protecting our oceans and striving for excellence.
“Winning at the highest level of SailGP demands constant innovation, precision, and outstanding teamwork, qualities that are deeply aligned with Jumeirah’s approach to delivering world-class experiences, both on and off the water.”
The TCS London Marathon has announced that CLIF Bar will become its Official Energy Bar Partner.
The newly signed agreement covers the next three editions of the race, spanning from 2026 to 2028.
As part of the collaboration, the plant-based energy brand will be present at the TCS London Marathon Running Show between 22nd and 25th April.
During the event, CLIF Bar will offer samples to all participants as they prepare for the race.
Hugh Brasher, CEO, London Marathon Events, said, “Getting your fuelling right is a crucial ingredient for all TCS London Marathon participants during training and on Event Day, so we are delighted to welcome CLIF Bar as the Official Energy Bar Partner of the TCS London Marathon.”
TCS London Marathon won Event of The Year in association with Marsh Sports at The Sport Industry Awards 2025.
Huddersfield Town have agreed a long-term strategic partnership with Levy to transform the match day and event experience at the Accu Stadium.
The collaboration sees the sports and entertainment hospitality provider aim to elevate the guest experience across all areas of the venue. Levy will work with the club to implement a strategy covering both general admission areas and a refreshed hospitality experience, with a specific commitment to upgrading the culinary offering.
A key aspect of the deal involves growing non-match day events. Levy will assist in positioning the Accu Stadium as a year-round destination for conferences, exhibitions, and private events. This follows the club’s acquisition of the stadium and surrounding 53-acre site in 2025, marking a significant operational shift within the HD1 development.
Beyond the pitch, the partnership outlines plans to integrate regional suppliers into the supply chain. Levy has also committed to implementing sustainability initiatives focused on reducing waste and improving environmental efficiency.
Paul Reeves, Chief Revenue Officer, Huddersfield Town, said, “We’re really excited to partner with Levy at the Accu Stadium, and look forward to seeing their expertise across hospitality, catering and experience, benefitting everyone visiting us here in HD1 all year round.
“This long-term agreement will also see a significant investment into concourse equipment, technology and hospitality developments; we therefore hope to see supporters noticing enhancements across the stadium as the partnership develops.”
Southampton Football Club have signed a multi-year partnership with soft drinks manufacturer Carlsberg Britvic.
The agreement sees the Pepsi MAX brand become the official soft drinks partner across St Mary’s Stadium. The deal also includes exclusive naming rights for the club’s venture LEVEL1, which has been renamed LEVEL1 powered by Pepsi MAX.
Under the terms of the agreement, Carlsberg Britvic products will be supplied across the entire stadium footprint, from fan zones to hospitality lounges. Fans will have access to a range of products including Pepsi, Pepsi MAX, 7UP, Tango, Lipton Ice Tea, Jimmy’s Iced Coffee, and Robinsons Fruit Shoot.
In addition to supply rights, Pepsi MAX has secured extensive brand visibility across the club, including LED perimeter exposure, big screen advertising, interview backdrops, and a presence across hospitality and matchday activations. To celebrate the launch, Pepsi MAX will fund a special competition for supporters to win exclusive matchday experiences.
Greg Baker, Chief Revenue Officer, Southampton Football Club, said, “We are delighted to welcome Carlsberg Britvic and Pepsi MAX as key partners of Southampton Football Club. This agreement reflects our shared ambition to enhance the fan experience at St Mary’s by bringing some of the UK’s most popular soft drink brands to our supporters. LEVEL1 powered by Pepsi MAX is an exciting step forward for the stadium, and we look forward to working closely with Carlsberg Britvic over the coming seasons.”
RL Commercial has announced a new partnership with energy provider Believ ahead of the upcoming Super League season.
The agreement sees Believ become a partner of the Super League and the competition’s power rankings, which rate the 14 clubs based on form, momentum and results. The EV charging network provider uses 100% renewable energy, supporting the league’s environmental sustainability commitments.
Bobby Bahadori, Commercial Director at RL Commercial, said, “We are thrilled to be able to announce this partnership with Believ. We have real admiration for the work they do in trying to create cleaner air for all. With their high quality charging networks, they are a great fit for Super League and the electric performances we are looking forward to witnessing across stadiums in 2026.
“Rugby League is committed to environmental sustainability at all levels, and we look forward to working with our clubs and players in helping deliver this.”
Leeds Rhinos have announced a strategic partnership with Checkatrade to support skills and opportunities for young people in the North.
Launched during National Apprenticeship Week, the collaboration aims to address the issue of young people not in education, employment or training (NEETs). The agreement sees Checkatrade become an associate partner of the Super League club and an official partner of the Leeds Rhinos Foundation.
Polling data commissioned by the home improvement platform revealed that 68% of Leeds residents are concerned about the number of young people out of work in the city. To address this, the partnership will include ‘start your business’ workshops, a Skills Summit, and community ‘Rhino-vation’ days focused on improving local spaces. Additionally, Checkatrade has launched a new apprenticeship portal offering resources to help young people enter the trades.
Jamie Jones-Buchanan MBE, CEO, Leeds Rhinos, said, “I am delighted with this new partnership with Checkatrade, especially the focus on supporting the young people of our city. As a father of a young man embarking on his own apprenticeship, I know how much apprenticeships have to offer for the individual, but almost as importantly what those who gain those skills can offer to their own communities.”
New UK-listed sports, media and entertainment platform VVV Sports has launched to build the professional infrastructure behind some of the world’s fastest-growing emerging sports.
The group has united athlete management, competition and commercial development in a single structure. VVV Sports has taken cues from established agency and event-led models such as IMG and Matchroom. However, the organisation has applied these frameworks to fast-growing sectors like padel and pickleball.
The platform has been designed to address market gaps where athletes, events and venues often operate in isolation.
Jonathan Rowland, Executive Chairman, VVV Sports, said, “Padel and pickleball are among the fastest-growing sports globally, attracting millions of new participants and accelerating commercial interest. Yet despite that growth, much of the industry remains fragmented.”
England Hockey has renewed its long-standing partnership with Notts Sport until January 2029.
The extension sees Notts Sport continue as the official facilities partner of England and GB Hockey, prolonging a collaboration that began in 2012. Under the agreement, the company will provide clubs, schools, and facility providers with specialist technical advice and independent guidance regarding the planning and design of hockey pitches.
This renewal aligns with the launch of the Pitch Together Fund, reflecting a shared ambition to improve facility quality and sustainability across the sport. Additionally, Notts Sport will continue to sponsor the Boys’ and Girls’ School Championships, the flagship national school competitions for the sport.
Rich Beer, Chief Executive, England Hockey, said, “Notts Sport renewing their partnership with England Hockey is a testament to the relationship we have with them and we are thrilled to have them back on board.
“As one of our most long-standing partners they have been a loyal and trusted partner for us for the last 14 years. Now with the new Pitch Together Fund in place we are looking forward to working together to help develop and improve more facilities that provide better places to play.”
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