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The sports and marketing landscape is seeing a surge of strategic partnerships as SailGP, the European Athletics Championships, MI London, and the Lloyds Tour of Britain announce major commercial, operational, and community expansions for their upcoming events.
SailGP Appoints Fuse for Emirates Great Britain Sail Grand Prix PR Campaign
SailGP has appointed sports, entertainment marketing, and communications agency Fuse to lead its public relations and communications activity ahead of the Emirates Great Britain Sail Grand Prix, according to official statements from the organization. Fuse has delivered an integrated communications strategy designed to drive national and regional media coverage.
The campaign targets sports, lifestyle, and entertainment audiences to broaden the sport’s appeal beyond core sailing fans. Strategy execution relies on media moments utilizing athlete-led opportunities and live content creation. Fuse is collaborating with SailGP teams and partners to secure athlete spokesperson opportunities and manage media relations live on-site during the race weekend.
Catherine Stewart, Head of Communications, EMEA at SailGP, stated that the organization is pleased to work with Fuse on one of the flagship events of the season. According to Stewart, Fuse understands the sport, the brand trajectory, and has brought creativity, energy, and industry knowledge to the campaign.
Birmingham 2026 Names Sagres as Official Beer and 0% Beer Partner
Organizers of the European Athletics Championships Birmingham 2026 have secured a deal with Sagres to make the brand the official beer and 0% beer of the event. Both Sagres and its alcohol-free alternative, Sagres 0.0%, will be available to spectators throughout the venue during the championships.
Kingfisher Drinks distributes the Portuguese beer brand within the United Kingdom. Cherry Alexander, Championship Director for Birmingham 2026, noted that Sagres brings a rich heritage of quality and togetherness that resonates with the passion of European sport.
John Price, Head of Marketing at Kingfisher Drinks, stated that the company is proud of the partnership. Price noted that as a sponsor of Benfica and the Portuguese National Team, the brand connects with sporting excellence, ensuring fans in the stadium can raise a glass to the achievements they witness.
MI London Taps Ten Toes as Content Agency for The Hundred 2026 Season
The Hundred franchise MI London has appointed sports marketing agency Ten Toes as its content agency for the 2026 season. The London-based franchise plays at the Kia Oval, integrating the legacy of five-time champions Oval Invincibles with Surrey County Cricket Club and Mumbai Indians.
Ten Toes collaborated with the team to develop a digital content strategy aimed at engaging UK-based fans and new audiences. Josh Hershman, Global COO of Ten Toes, described the partnership as an exciting opportunity given the combination of domestic pedigree and global reach.
Adam Sofroniou, Head of Communications at MI London, explained that the franchise wanted to continue building an audience among people new to cricket following the ownership transfer to Surrey and Reliance Industries. According to Sofroniou, Ten Toes grasped the brief to prioritize digital content that celebrates the quality of cricket and connects supporters to players and the city of London.
Lloyds Tour of Britain Family Cycling Festival Expands to Blackpool and Hull in 2026
The Lloyds Tour of Britain Family Cycling Festival is expanding to two race stages in Blackpool and Hull for the 2026 season, extending community participation alongside the professional event. The festival takes place in Blackpool on August 20 from 11 a.m. to 2 p.m. during the women’s race, and in Hull on September 4 from 11 a.m. to 2 p.m. during the men’s event, following its introduction in Glasgow in 2025.
The initiative offers traffic-free cycling activities for people of all ages and abilities while allowing attendees to watch the professional races. In Blackpool, activities run before the women’s stage finishes outside the Solaris Centre, while the Hull program follows the start of the men’s stage from East Park.
Jonathan Day, Director of Events at British Cycling Ventures, stated that the expansion follows the success of the Glasgow stage in 2025. Day noted that the free-access festival brings communities together and welcomes participants whether or not they own a bike.
Key Takeaways
- SailGP: Partnered with Fuse to drive PR and athlete-led media campaigns for the Emirates Great Britain Sail Grand Prix.
- Birmingham 2026: Appointed Sagres and Sagres 0.0 as the official tournament beers, distributed by Kingfisher Drinks.
- MI London: Hired Ten Toes to handle digital content strategy and fan engagement for the upcoming season of The Hundred.
- Tour of Britain: Expanded its family cycling festival to Blackpool and Hull for the 2026 men’s and women’s events.
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