LONDON, June 17, 2025 – In a flurry of sports partnerships, Brentford FC has inked a deal with online car marketplace Cazoo to become the club’s new official sleeve partner starting with the 2025/26 season.
Sports Partnerships Dominate the Headlines
from cricket to football and even the Windsor Triathlon, major sports organizations are forging new alliances.
- Brentford FC has agreed to a sponsorship deal with Cazoo.
- The England and Wales cricket Board partners with Remitly.
- Southampton FC teams up with Midnite.
The announcements come at a time when sports teams and organizations are actively seeking new revenue streams and strategic partnerships to enhance their brand presence and support their initiatives.
What’s the buzz about these partnerships?
the move will see Cazoo’s branding prominently featured on the sleeves of all playing and training kits for the men’s first team. Placement has also been secured on the kits for Brentford’s men’s B team, women’s teams, and academy teams.
Brentford commercial director Fran Jones said, “We will shortly be launching our new kits and training wear for the 2025/26 season, including a celebratory home shirt that commemorates 100 years of the club wearing our iconic red and white stripes. I can’t wait to see it launched and for cazoo to be such an meaningful part of it.”
ECB Joins Forces with Remitly
The England and Wales Cricket Board (ECB) has entered a multi-year partnership with Remitly, a digital financial services provider. This partnership aims to support England teams and champion greater inclusion and opportunity within the sport, specifically through the South Asian Cricket Academy (SACA).
Alex Perkins, Commercial Director at the ECB, said, “The ECB is proud to partner with Remitly in our efforts to grow the game in an inclusive and equitable way. Together, we are investing in programmes and pathways that ensure cricket is truly a game for everyone.”
BT and Marylebone Cricket Club Unite
Marylebone Cricket Club (MCC) has joined forces with BT Buisness, designating them as the official connectivity partner for MCC and Lord’s Cricket Ground. The partnership seeks to enhance the experience for fans, players, media, and partners through BT’s high-speed internet and coverage solutions.
Andy Muggleton, Commercial Director, at MCC, said, “We are thrilled to welcome BT as our Official Connectivity Partner. Connectivity is a crucial part of the visitor and operations experience at Lord’s. BT have proven immense capability and passion to guide MCC on our digital future and their excellent service ensures we are offering the best possible service to all who visit and work at the Ground.”
Southampton FC and Midnite Kick Off
Southampton FC announced a multi-year partnership with Midnite, a UK sports betting and online casino operator. Midnite will become the club’s official training kit partner, starting with the 2025-26 season, marking Midnite’s debut in football sponsorship. The retail training range for fans will not feature the sponsor.
Greg Baker, chief Revenue Officer for Southampton Football Club, said, “As a club, we pride ourselves on our ability to challenge the status quo and we see a clear alignment with Midnite’s innovative approach. We look forward to working with them throughout the 2025/26 season.”
Windsor Triathlon and Descente
The Windsor Triathlon has partnered with Descente, a japanese performance sportswear brand, for its 2025 edition.RunThrough, the new operator, will leverage its expertise in mass-participation event delivery. descente has produced British Triathlon’s elite performance apparel since 2017, extending their partnership in early 2025 through to December 2028.
The open and Reflo Collaboration
The Open has teamed up with Reflo, a British performancewear brand, to launch a limited-edition capsule collection. The collection, titled ‘Where Giants Play,’ draws inspiration from Irish folklore, specifically the Giant’s Causeway and the legend of Finn McCool.
Rory MacFadyen, Co-Founder, Reflo said: “We’ve designed each piece to carry that story. Built with purpose, rooted in sustainability and ready to perform. We’re delighted to be working alongside The Open and look forward to activating the partnership throughout tournament week, bringing the collection to life where history, myth, and sport collide.”
.featured-post-block .single-featured-post {
background-color: #00142B;
color: #FFFFFF;
border: solid 1px rgba(255,102,0,1);;
}
.featured-post-block .header {
color: #FFFFFF;
}
The post Shorts: Brentford,ECB,MCC appeared first on Sport Industry Group.
.featured-post-block .single-featured-post {
background-color: #00142B;
color: #FFFFFF;
border: solid 1px rgba(255,102,0,1);;
}
.featured-post-block .header {
color: #FFFFFF;
}
