Manchester-based agency Trunk has become the official Creative Partner of Sale Sharks
The partnership covers creative and digital support for the PREM Rugby club, including work on fan engagement initiatives and updates to the Sale Sharks website informed by supporter research. Trunk will also hold pitch-side branding rights at the Salford Community Stadium.
As part of the activation, Trunk has produced a film featuring the Sale Sharks playing squad, with narration by Manchester poet ArghKid. The film marks the start of the partnership and is being used across the club’s digital channels.
Trunk is headquartered in Manchester and has experience in UK sports sponsorship and brand partnerships, including work with Stockport County and previous creative projects with Sale Sharks. The agency has also worked with UK and international brands including TeamViewer, Jack Daniel’s and Greene King.
Sale Sharks compete in The PREM, the top tier of men’s professional rugby union in England, and the partnership forms part of the club’s ongoing focus on supporter engagement in the North West.
Luisa d’Aprano, Sharks Commercial Director, said, “Trunk are rooted in Manchester and in the North and this partnership is further evidence of our commitment to support and work with our region’s business community.
“Their drive to be the best in their field matches that of our club and together I’m sure we’ll continue to showcase the important part that sponsorship and partnerships like this play in strengthening ties with our fans, community and other partners.”
Jon Butler, Trunk CEO, added, “We’re committed to proving the impact that sponsorship can have for businesses and clubs and working with Sale Sharks was a natural choice for us. There’s a real synergy between teamwork on the pitch, and the way we deliver results for clients in the office.
“Putting fan engagement at the heart of our approach means recognising that sponsorship is so much more than a logo on a board. We’re excited to see our creative partnership develop together.”
Global sports video production agency Story10 has been appointed as the exclusive news access partner and global editorial distribution agency for the Reignwood Icons of Football tournament.
Under the new partnership, Story10 will deliver a news content strategy for the tournament, including the distribution of preview features, event highlights, reactions, and behind-the-scenes moments. The agency will also provide reporting and campaign performance metrics to enable the event to tailor its content strategy.
The Reignwood Icons of Football is a competitive golf tournament featuring 24 former footballers. The event will see Team England defend their title against Team World in a 10-hole match-play format.
Team England, captained by Danny Willett, features John Terry and Joe Hart, while Team World is led by Thomas Bjørn and includes Gareth Bale and Gianfranco Zola.
Chris Sice, Chief Content Officer, Icons Series, said, “The Icons Series is designed for a digitally native audience that craves active involvement alongside elite competition. Partnering with Story10 allows us to tap into an extensive global network to ensure the unique personalities and high-stakes drama of the Reignwood Icons of Football reach fans across every corner of the world, firmly placing our event at the heart of the global sports conversation.”
British Olympic Champion Alex Yee has confirmed he will race in London this summer as part of the T100 Triathlon World Tour weekend.
The event, scheduled for the weekend of 25th and 26th July 2026, marks the return of World Triathlon Championship Series (WTCS) racing to the capital for the first time since 2015. Organised by the Professional Triathletes Organisation (PTO) in collaboration with British Triathlon and World Triathlon, the weekend is designed to combine elite racing with mass participation events for amateurs.
Yee, who won gold at Paris 2024, has recently focused on endurance running, clocking the second-fastest marathon time by a Briton in Valencia. However, the 27-year-old has turned his attention back to multisport racing for this home event.
Previous WTCS events on UK soil have been broadcast on the BBC, and discussions regarding media partners for the 2026 instalment are currently ongoing. From 2027, the event is set to form part of a revamped Triathlon World Tour aimed at simplifying the sport for global audiences.
Alex Yee said, “The London Marathon was the best atmosphere I’ve ever experienced. It’s the best representation of London, the whole city coming together, and hopefully T100 London can do a similar thing. It allows us to compete alongside everyone else, with all of us experiencing the same emotions. Having 7,000 stories which are all individual on that one start line is really special. I really feel that every time I stand on a marathon start line and I hope we can create those same emotions within our sport as well.”
For The Love Of Rugby has partnered with Tesco
The deal marks the first time a podcast has partnered with Tesco for studio naming rights and reflects the retailer’s growing involvement in UK sports and entertainment content. The studio branding will feature across For The Love Of Rugby’s video and digital output.
The partnership was revealed through a short-form video featuring hosts Dan Cole and Ben Youngs, presented in a press conference-style format. The video references the renaming of Twickenham Stadium to Allianz Stadium as part of the wider context of naming rights partnerships in UK sport.
For The Love Of Rugby is hosted by former England internationals Dan Cole and Ben Youngs and focuses on elite rugby, life after professional sport and current issues within the game. The podcast has built a significant UK audience since launch and is distributed across major audio and video platforms.
Birmingham City have reintroduced the ‘Penguin’ shirt as a limited-edition kit for the club’s 150th anniversary season
The collection will be made available through a staged UK retail release, with early online access provided to 2025/26 Season Ticket Holders from 2 February, followed by general sale online and in the Blues Store from 5 February, subject to availability.
The kit will be worn by Birmingham City’s men’s first team during their Emirates FA Cup fixture against Leeds United on Sunday 15 February, with kick-off scheduled for 12pm.
The original ‘Penguin’ shirt was worn during the 1970s by Birmingham City players including Trevor Francis and has remained associated with that period of the club’s history. The updated version retains the original colour layout and is released as part of a wider range that includes matching shorts and socks.
Birmingham City were founded in 1875 and currently compete in the English Football League system. The anniversary season marks 150 years since the club’s formation, with the ‘Penguin’ collection representing one of several heritage-led initiatives planned across the campaign.
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