LIV Golf has unveiled two new gaming platforms, LIV Golf Fantasy and LIV X, in partnership with Sony group company Beyond Sports.
The collaboration marks Beyond Sports’ first expansion into the golf market. The products have been designed to increase accessibility for new fans through inclusive gaming formats and low-friction playables.
LIV Golf Fantasy is a free-to-play, season-long competition that features hole-by-hole scoring rather than traditional formats. It allows users to join at any point in the season, counting only the best four scores across the league’s first six events.
LIV X functions as a digital engagement hub offering quizzes, polls, and daily games. Fans can earn points to unlock tiered benefits and redeem rewards through the loyalty platform. Both experiences have gone live.
Denise Taylor, Chief Technology Officer, LIV Golf, said, “The launch of our LIV Golf Fantasy game takes a major step forward in how we are using technology to drive fan engagement. It makes the sport more interactive, fosters social connections, and provides entertainment for our fans and passionate golfers worldwide.
“From fans walking the fairways at our events, to those connecting with us through our LIV Golf app, social channels, and broadcast, it’s never been easier to dive deeper into our players and teams while competing against other golf fans. We’re proud to be Beyond Sports’ first golf partner, and this is just the start of a multi-year effort to find more opportunities for golf fans to engage in fun experiences that bring them closer to the action.”
Formula E has appointed Levy Merchandising as its exclusive global e-commerce supplier and licensed product rights holder.
Launching during Formula E’s Season 12, the multi-year agreement sees Levy Merchandising manage the all-electric motorsport series’ global digital retail operations. In addition to overseeing e-commerce rights for official licensed products and teamwear, the retail arm of Levy will debut an exclusive fanwear collection, designed and developed by its specialist in-house product team.
The collaboration focuses on a “fan-first” philosophy, utilising enhanced UX design to improve the digital storefront. Both organisations have highlighted a shared commitment to social and environmental standards, aligning Formula E’s existing status as the first sport to achieve B Corp certification with Levy’s factory-direct sustainable supply chain initiatives and “Project Fair Play” programme.
Sanjay Shivaram, Brand Licensing and Retail Director, Formula E, said, “We’re committed to working with businesses who support our mission and values. Our ecommerce offering experience is an important fan touchpoint with Formula E, which is why we’re pleased to be partnering with Levy Merchandising to elevate our e-commerce offering, giving our fans the bespoke retail experience they expect, while also delivering on purposeful innovation and creativity.”
Chelsea Football Club have unveiled a new clothing range honouring the decades-long bond between the club and the Chelsea Pensioners of the Royal Hospital Chelsea.
The range reintroduces the historic Percy the Pensioner figure alongside flashes of the scarlet synonymous with the Pensioners’ uniform. The collection features polos, jumpers, hoodies, track jackets, caps, and a barrel bag.
A percentage of profits from the collection will be donated to the Royal Hospital Chelsea. The hospital provides lifelong care and support to former soldiers of the British Army and has remained a neighbour to the club in London since its formation.
The connection between the two institutions stretches back to Chelsea’s earliest days, when The Pensioners became the team’s first nickname. Percy the Pensioner subsequently appeared on matchday programmes and club materials for decades.
Paul, Chelsea Pensioner, said, “At Stamford Bridge, we’ve built real relationships with the people who sit around us. They’re not just supporters – they’re friends. As Chelsea Pensioners, that welcome means everything.
Laying wreaths at Stamford Bridge for Remembrance was unforgettable. We’ve shared moments with people from Chelsea FC and the Royal Hospital Chelsea that stay with you. People sometimes think we’re something special – but we’re not. The scarlet coat is special though. And the respect Chelsea Football Club shows us is special too. I’m a football fan wherever I am, but Chelsea Football Club has become something truly special to me. The Bridge feels like home.”
David Richmond CBE, CEO, Royal Hospital Chelsea, said, “Our values of care, community and comradeship have endured for more than three centuries. We thank Chelsea Football Club for celebrating the Chelsea Pensioners and supporting our mission to ensure those who served are always supported.“
The Emirates Great Britain SailGP Team have expanded their relationship with Howden, announcing the elevation of the insurance group to tier 2 global partner.
The upgraded agreement confirms Howden’s enhanced commitment for the remaining two years of the partnership, underscoring the strategic alignment between the two organisations. The insurance intermediary originally joined the team at the start of the Rolex SailGP Championship 2025 Season, a campaign in which Emirates GBR completed a treble by winning the Season Championship, the Impact League, and topping the points leaderboard.
As a tier 2 global partner, Howden has secured increased brand visibility across the 2026 calendar, which features 13 events across five continents. The deal will showcase the group’s expertise across marine, sport, entertainment, and specialty sectors to a global audience.
Beyond commercial assets, the partnership retains a focus on environmental stewardship and social impact. This is highlighted by Howden’s support of the STEM Crew Live event in Portsmouth, delivered through the 1851 Trust, which uses high-performance sport to engage students in STEM subjects.
Sir Ben Ainslie, CEO of Emirates GBR, said, “We are delighted to elevate our partnership with Howden following a hugely successful first year together, both on and off the water. From the very beginning, it was clear that our values aligned as we collaborated to deliver a wide range of purpose-driven events spanning business, education, and sport. On the water, Howden’s expertise in insuring our F50 race boat provides the confidence and security that allows the team to focus entirely on performance and winning at the highest level of SailGP.”
The 2026 Optasia Championships has named TENZING as an official partner for the upcoming squash tournament.
The agreement will see TENZING supply cans of its natural energy drink for spectators and players throughout the tournament. In addition, the brand will receive on-site branding at the venue, while the partnership will also be activated across the PSA’s digital channels.
Tommy Berden, Chief Commercial Officer, PSA, said, “We’re delighted to welcome TENZING as an Official Partner of the Optasia Championships.
“TENZING is a brand that aligns perfectly with the energy and intensity of professional squash, while their focus on sustainability and natural performance makes them a great fit for our athletes and fans alike.”
Huib Van Bockel, Founder, TENZING, said, Partnering with the Optasia Championships is a great opportunity for TENZING to bring our natural energy to one of squash’s biggest stages. Everything we do is about delivering clean, plant-based energy that supports performance.