UK sports clubs secure new commercial partnerships

Several UK sports organizations have announced new commercial partnerships, highlighting a trend in targeted sponsorship for women's football and sustainability-focused sports deals.

Birmingham City Women has partnered with NIXI Body, a women's health and leakproof underwear brand. The collaboration includes providing products to players and hosting educational workshops on menstrual and pelvic-floor health for the club's players and community programs. Similarly, Charlton Athletic Women secured a record commercial agreement with haircare brand Sofnfree following their promotion to the Barclays Women’s Super League.

In the Women’s Super League, Chelsea FC Women has signed a deal with Rimmel London for the 2026/27 season. The partnership will feature digital content and matchday activations involving players such as Katie McCabe and Lauren James.

In rugby, Bath Rugby has extended its partnership with Grant UK through a three-year agreement. Grant UK will serve as the club’s Official Sustainability Partner, supporting the redevelopment of The Recreation Ground. Additionally, the Co-op and Co-op Media Network have finalized sponsorship for the Special Olympics GB National Summer Games.