Strategic Partnerships Dominate Sports Industry News: Arsenal, Tottenham, Brentford, and More
A wave of strategic partnerships and stadium developments are reshaping the landscape of professional sports, with clubs across football and cycling announcing key collaborations and infrastructure upgrades. From high-profile sponsorships to sustainability initiatives and digital transformations, the latest deals signal a focus on fan engagement, commercial growth, and future-proofing for success.
Arsenal & Stanley 1913 Forge Global Partnership
Arsenal Football Club has unveiled a multi-year global partnership with lifestyle brand Stanley 1913. The collaboration will launch with a Stanley 1913 x Arsenal FC collection – a line of drinkware inspired by the club’s signature kit color – available through both Stanley 1913 and Arsenal’s official online stores.
Beyond product offerings, the partnership will see Stanley 1913 branding prominently featured at Premier League and Women’s Super League fixtures at Emirates Stadium beginning with the 2025/2026 season. The brands also plan to create exclusive content featuring players from both the men’s and women’s first teams. This marks Stanley 1913’s first foray into stadium retail, with ambitions to expand its presence within European football and champion sustainable practices.
According to a statement from Arsenal, “We’re proud to partner with Stanley 1913, a globally recognised brand known for its quality, performance and style. We share values of community and belonging, and it’s exciting to be able to bring our supporters together with exclusive products like the Stanley 1913 x Arsenal FC collection.” A representative from Stanley 1913 added that “football is more than a game – it’s a lifestyle – and we’re excited to release a collection that brings people together to celebrate shared sporting experiences.”
Blueprintx Signs Tottenham Hotspur’s Bethany England
Tottenham Hotspur forward Bethany England has secured representation with management agency Blueprintx, aiming to elevate her off-pitch profile. Blueprintx will focus on developing England’s brand partnership portfolio and exploring opportunities in broadcast media.
The move comes at a pivotal time for women’s football, which is experiencing significant commercial growth. England, captain of Tottenham Hotspur in the Women’s Super League and a key member of the victorious Lionesses squad at the UEFA Women’s EURO 2022, presents a compelling profile for potential sponsors. “Having worked with Bethany recently on a number of campaigns, we know first hand just how great a personality and professional she is,” stated a co-founder of Blueprintx. “We are absolutely delighted to have her join our management roster at such an exciting time for women’s football.”
Brentford FC Prioritizes Sustainability with One Water Partnership
Brentford Football Club has announced a partnership with One Water, designating the brand as its official water partner and exclusive supplier across its stadium and training facilities. One Water’s spring water products will be available at Gtech Community Stadium and the Robert Rowan Performance Centre for matchdays, commercial events, and team training sessions.
The collaboration aligns with Brentford’s commitment to sustainability, as One Water provides bottles made from 100% recycled PET and fully recyclable packaging. This partnership reflects a growing trend within UK football, with more clubs prioritizing relationships with B Corp-certified and sustainability-focused brands. One Water has a long-standing commitment to social responsibility, having raised over £30 million since 2005 for clean water and sanitation projects through The One Foundation. The partnership will also include collaborative initiatives with the Brentford FC Community Sports Trust. “Brentford and One Water have the same goal of supporting and inspiring communities,” said a Brentford Commercial Director.
Fulham FC Renews Partnership with Royal Caribbean
Fulham Football Club has extended its partnership with Royal Caribbean ahead of the 2025/26 season. Royal Caribbean will retain front-of-shirt sponsorship rights for Fulham’s Academy and Junior retail kits, and will continue its presence on the back of the women’s first team shirt.
The agreement will continue to feature brand activations in the Family Zone at Craven Cottage and half-time competitions, reinforcing a focus on family engagement. This partnership coincides with Fulham’s broader commercial activity surrounding Fulham Pier, the club’s riverside entertainment space opened in 2023. “This partnership is built from a common foundation of values – making family memories on and off the pitch,” noted a Fulham Football Club Commercial Director.
Burnley FC Invests in Turf Moor Stadium Upgrades
Burnley FC is undertaking a series of transformations to its historic Turf Moor stadium in preparation for its return to the Premier League in the 2025/26 season. The club is modernizing the ground to meet the standards required for top-flight football and enhance the matchday experience for fans.
The upgrades are designed to improve facilities for supporters, players, and broadcast partners, with the aim of maximizing stadium revenue. Burnley FC Manager Scott Parker commented, “Turf Moor is a fantastic place to be on matchdays…I’m sure these enhancements will only serve to improve things further.”
Nedbank Gravel Burn Partners with Elixirr for Digital Transformation
The Nedbank Gravel Burn, a prominent South African cycling event, has partnered with UK-based consultancy Elixirr to enhance its digital presence. Elixirr will serve as the event’s official digital transformation partner, tasked with building a scalable platform to improve the rider and fan experience.
The new platform will streamline registration, communication, content delivery, personalized rider photography, video integration, and event logistics. This collaboration builds on Elixirr’s growing involvement in cycling, following a five-year deal with British Cycling. “We are thrilled to partner with Nedbank Gravel Burn and support Kevin and his team’s bold vision,” said the Founder and CEO of Elixirr.
Huddersfield Giants Appoint Ralph Rimmer OBE for Stadium Strategy
Huddersfield Giants have brought back former Rugby Football League CEO, Ralph Rimmer OBE, on a short-term basis to advise on the club’s stadium strategy. Rimmer will undertake a three-month project focused on “Stadia Strategy and Beyond – Building the future of Huddersfield Giants,” as the club navigates challenges related to its ambition for a custom-built stadium.
Rimmer’s extensive experience with the club and the wider sports industry – including previous roles as CEO of Huddersfield Giants and Managing Director of Kirklees Stadium Development Ltd – will be invaluable. “The project at the Giants now and in the future is obviously close to my heart and am delighted to be asked to help,” Rimmer stated.
