England Lioness and Manchester United midfielder Ella Toone has partnered with her agent, James Marshall, to launch Amicizia Studios, a creative agency focused on bridging the brand sponsorship gap in women’s football.

Amicizia Studios aims to connect female footballers with brand partners and marketing campaigns, while also managing Toone’s content and brand connections. The Women’s Super League (WSL) has noted that approximately half of its players lack brand sponsors, despite these players generating a higher percentage of social media engagement (35%) compared to Premier League players (27%) as of 2024.

The agency will offer content progress,creative consultancy,and PR services,led by Marshall. Toone emphasized that the launch is strategically timed to coincide with the increased brand engagement typically seen during major summer tournaments.

According to research from the Women’s Sport Trust, a critically important majority (four in five) of brand decision-makers are considering investing in women’s sports sponsorships within the next three years, with over half specifically targeting women’s football and 73% interested in individual female athletes. Toone stressed the importance of brands looking beyond the most famous players and recognizing the untapped potential of other athletes with compelling personalities.

Ella Toone said, “There’s a really big gap in the market. Women’s football is growing and growing, and more brands can be involved in that.”

Ticketmaster Sport Extends Partnership with Hull KR

“We’re excited to be continuing our journey with Hull KR – a relationship driven by progress and packed with purpose.”

Ticketmaster Sport has announced an extension of its partnership with Hull KR, following the rugby club’s record-breaking season, which included the highest average home attendance in the Super League era and 19 consecutive home sellouts during the 2024-25 season.

Ticketmaster sport has supported Hull KR by implementing a fully digital ticketing system, which includes contactless stadium entry and a ticket exchange platform. The system has enhanced accessibility and contributed to consistent matchday attendance at Sewell Group Craven Park throughout the season.

Hull KR’s recent match in Amsterdam and their upcoming game against Leeds Rhinos in Las Vegas in February 2026 highlight the club’s expanding international presence. The continued partnership with Ticketmaster Sport aligns with the growing trend of digital-led matchday experiences in UK rugby league.

Chris Gratton,Managing Director at Ticketmaster Sport,said,“We’re excited to be continuing our journey with Hull KR – a relationship driven by progress and packed with purpose. With fan engagement soaring, record-breaking home sellouts, and season memberships on the rise, the energy at Sewell Group craven Park has never been stronger.

“Together, we’re not just transforming the stadium experience – we’re helping take Rugby League to bold new heights, including the highly anticipated 2026 clash in las Vegas against the Leeds Rhinos.”

Charlton Athletic Partners with MaxAmaze

Charlton Athletic has entered into a partnership with MaxAmaze, naming them the men’s first-team’s new back-of-short partner for the 2025/26 season.

The collaboration is geared towards improving the matchday experience and stadium infrastructure.

As part of the agreement, MaxAmaze will install an energy-efficient floodlight system at The Valley later this year, which will enhance the stadium’s visual appeal and promote sustainability.

Ed Warrick, Charlton’s Chief Operations Officer and Board member, said, “We’re thrilled to welcome MaxAmaze to the Charlton family.As we continue to move forward as a club, we’re constantly striving to meet elite-level standards.“