Hampshire Cricket has announced a new partnership agreement with regional housebuilder Bargate.
This marks the first time a regional housebuilder has teamed up with the county club and international venue, a collaboration set to last for over two years. The partnership signals a growing trend of cross-sector synergy within sports organizations.
As part of the agreement, Bargate will become the official sponsor of the Family Zone at Utilita Bowl. The space will undergo a redesign and refresh, enhancing the experience for fans during Vitality Blast fixtures and international matches. Imagine a more vibrant, engaging area for families – that’s the goal.
Bargate’s branding will also be visible on players’ kit trousers and on perimeter advertising boards throughout domestic fixtures, increasing brand exposure for both organizations.
Rob Paddon, Commercial Director at Hampshire Cricket and Utilita Bowl, said, “We’re delighted to welcome Bargate as an official partner of Hampshire Cricket and Utilita Bowl. Their focus on community, families and long-term local investment aligns closely with our own values, and the support of the Family Zone will play an important role in enhancing the matchday experience for supporters of all ages.”
BOXXER Founder and CEO Ben Shalom has partnered with football agent Danny Knowles to launch a new Manchester-based football agency, NXXT PLAY.
The agency aims to bridge the gap between on-pitch performance and off-pitch strategy, combining career management with entrepreneurial growth, with a specific focus on talent under the age of 24. It’s a bold move, recognizing the need for footballers to be more than just athletes.
Shalom, who founded BOXXER at age 23, intends to leverage his experience in building individual athlete profiles in combat sports to the football world. He’s joined by Knowles, a FIFA-licensed agent formerly of OmniSports, who has previously worked with players such as Joe Hart, Chris Smalling, and Adam Wharton.
NXXT PLAY has already confirmed a launch roster of five domestic players, including teenagers from the academies of Manchester United and Crystal Palace.
Ben Shalom, Co-Founder of NXXT PLAY, said, “Young footballers today face unprecedented opportunities and challenges. NXXT PLAY is built to combine elite on-field guidance with off-field business expertise. We’re focused on building today’s elite prospects into tomorrow’s stars.”
Formula E team CUPRA KIRO have partnered with hydration data company AQUAME.
The agreement will see the team utilize AQUAME’s technology to monitor, analyze, and improve hydration levels among its drivers and team members during the 2025/26 FIA Formula E World Championship season. Staying hydrated isn’t just about feeling good; it’s about peak performance at blistering speeds.
Through its smart bottle, AQUAME will provide personalized hydration insights for drivers Dan Ticktum and Pepe Martí, as well as all team members. This data will inform hydration strategies designed to reduce fatigue and dehydration risks during races.
The smart water bottles were first used by the team at the third round of the current campaign in Miami, Florida, and will continue to play a monitoring role during the upcoming double-header race weekend in Jeddah, Saudi Arabia.
Mars Jonathan Fields, Head of Health & Performance, AQUAME, said, “Dehydration compromises reaction time, spatial awareness, and cognitive load, which directly impacts high-speed manoeuvring, defensive positioning, and split-second tactical decisions.
“AQUAME’s real-time hydration tracking ensures drivers and pit crews maintain peak fluid levels from lights out to the chequered flag, mitigating the risk of mental fatigue and unforced errors behind the wheel or during critical stops.”
Motiv Sports UK has renewed its partnership with PR agency New Reach for a fourth consecutive year.
Building on three years of collaboration, New Reach will expand its work across the Hackney Half, Saucony London 10k, Saucony Run Shoreditch, and the Oxford Half. The agency will play a more strategic role in elevating the Motiv brand and its event portfolio. It’s a testament to a successful relationship, and a sign of continued growth for both companies.
With 2026 event entries already tracking ahead of schedule, New Reach’s focus has shifted from simply driving sign-ups to supporting Motiv’s broader commercial goals. The work will center on thought leadership, strengthening digital PR, and highlighting community impact initiatives.
This will be supported by an enhanced influencer engagement program and regional media outreach in London and Oxford. New Reach will also provide on-the-ground media management at each event and oversee risk management and crisis communications.
Nick Rewcastle, Managing Director, New Reach, said: “Renewing with Motiv for a fourth year is genuinely exciting for us. These events continue to evolve, and so does our role in helping shape how people see and experience them. With entries already performing strongly, we’re shifting our focus towards areas where we know we can make a meaningful commercial impact. Motiv has huge potential as a leader in this space, and we’re proud to help push that forward in 2026.”
