Scottish Rugby has partnered with social and influencer agency Stripe to launch a new digital content campaign aimed at 8-14-year-olds.
The initiative forms a core part of the governing body’s Turn Up & Play programme, which aims to encourage participation across Scotland by inviting young people to try the sport without needing prior experience.
Following a competitive appointment process, Stripe has produced two content series tailored for TikTok and YouTube Shorts: ‘Pro-Secrets’ and ‘No Pitch, No Problem’. The former features young fans interviewing men’s and women’s national team players, while the latter highlights skills challenges performed in parks and community spaces to demonstrate accessibility. Early data indicates the campaign has generated over 1m views, utilising creator-led storytelling to combat competition from screens and shifting habits among the younger demographic.
Steve Turnbull, Head of Rugby Development Operations, Scottish Rugby, said, “We’re committed to developing youth rugby and opening up the game to more young people in all corners of Scotland. We want to encourage young people to give the game a go, make friends, and build new skills. As a fundamental part of this, we needed to engage with young people where they already spend time on digital channels. We are therefore delighted to be working with Stripe, who are bringing creativity and cultural relevance to help us do that in an authentic way.”
Steve Parker, Executive Director, Stripe Social, said, “As a lifelong Scottish Rugby fan, this is a dream brief. It perfectly aligns with our passion for sport and storytelling and the cultural opportunity to grow rugby’s reach with a new generation. We’re proud to help show young people that rugby is fun, inclusive and full of possibility.”
Global payments technology company Worldpay has expanded its partnership with ClubManager.
ClubManager has integrated Worldpay for Platforms to deliver secure, scalable payment experiences directly within its software.
Since launching in 2008, ClubManager has expanded its footprint to over 950 sports and fitness clubs. The integration allows clients to handle payment needs, including direct debit and recurring card payments, through a single setup, eliminating the need for multiple providers.
Brett Porter, Chief Executive Officer of ClubManager, said, “Worldpay has been a key partner for our operations in Australia and New Zealand, delivering simple, flexible payments to our clubs and their members. As we continue to expand across the UK, extending our strong relationship with them was a natural choice.
“Electronic payments – across card and direct debit – are essential for the health and growth of our clients’ member bases. It’s critical for us to partner with a trusted, well-known brand that delivers secure, flexible solutions that enables members to pay the ways they want. As we focus on our growth across the UK, the simple integration makes it easier than ever for us to suit the needs of our clients while expanding our services and tapping into the potential of payments as a powerful driver of revenue.”
Genius Sports has entered a partnership with Publicis Sports to use data and AI for advertising activations.
The collaboration builds on the recent acquisition of Sports Innovation Lab (SIL) by Genius Sports. By integrating fan data with the AI-driven GeniusIQ platform, the organisations aim to create automated brand placements that respond to live game context and fan sentiment.
Recent research conducted by Genius Sports, involving heart-rate monitors and eye-tracking technology, has allowed the company to correlate emotional states with purchasing habits. Findings suggest that fans watching their team lose are more likely to order takeaway food, while those celebrating a win are more inclined to make high-value purchases.
Publicis Media has recently sought to expand its sports practice, having acquired agencies Adopt and Bespoke earlier this year. This new agreement provides clients with distinct data inputs alongside its existing Epsilon platform.
Josh Linforth, CRO, Genius Sports, said, “We’re able to not only segment fans but understand their emotional state, and emotional state can influence buying behaviours. We think a massive opportunity for the business is taking our technology to brands and agencies outside of the traditional betting customer base for us.“
Wigan Warriors have extended their partnership with KHD Brokk Hire ahead of the 2026 season.
The robotic demolition and electrical plant hire company has renewed its agreement to feature on the shirts of five of the club’s teams.
As part of the deal, KHD Brokk Hire branding will be visible on the collar of the men’s first team shirt and the front of the women’s first team shirt. Additionally, the company logo will appear on the left breast of the wheelchair first team kit, as well as the LDSL (Learning Disability Super League) and PDRL (Physical Disability Rugby League) team kits for the first time.
KHD Brokk Hire first partnered with the Super League club in 2023 through match sponsorships, before expanding the relationship to become a kit partner for the 2024 campaign.
Rebecca Webb, Head of Partnerships at Wigan Warriors, said, “We’re delighted to continue our long-standing relationship with KHD Brokk Hire. Their support for both the Club and our Community Foundation, across all teams from Men’s and Women’s to Wheelchair, PDRL and LDSL, truly reflects the values we share. We’re proud to have them with us for the 2026 season and look forward to building on everything we’ve achieved together.”
Bolton Wanderers have announced a three-year partnership with Morris Homes focused on the club’s youth development.
The agreement will see the housebuilder become the League One side’s official academy front of shirt sponsor. Running from the 2025/26 campaign until the end of the 2027/28 season, the deal places the Morris Homes logo on the kits of the club’s future prospects.
Beyond the shirt inventory, Morris Homes has secured a comprehensive package of marketing rights, including LED advertising presence and corporate hospitality. The partnership also includes opportunities for community engagement through academy player appearances.
Carl Sanderson, Head of Commercial at Bolton Wanderers, said, “In Morris Homes, we have a partner that understands the importance of building for the future. Just as they build high-quality homes for families, our Academy works to develop high-quality young players and people. Their branding on the front of our Academy shirts is a perfect fit, and their long-term commitment will provide vital support to the future of this football club.”
IRONMAN has released data revealing a significant decrease in illegal drafting times during the 2025 season.
Working in conjunction with RaceRanger, the global triathlon organiser found that average illegal drafting time dropped by more than 25% for both men and women compared to the previous year. Specifically, female athletes reduced illegal time by 28.8%, while male athletes saw a 25.5% reduction.
Following these results, IRONMAN has confirmed it will expand the use of the electronic drafting detection system to more than 40 professional events in 2026. This rollout includes all 16 races in the 2026 Experience Oman IRONMAN Pro Series.
The organisation has also committed to providing over 600 personalised reports to professional athletes to aid their development regarding clean racing practices. Furthermore, ‘drafting profiles’ will be established for each pro athlete to assist officials with enforcement strategies as data accumulates throughout the year.
Scott DeRue, Chief Executive Officer, The IRONMAN Group, said, “Based on what we have seen at the races and in evaluating the data, we are incredibly encouraged by the commitment of our athletes to fair racing and the improvements we are seeing from one season to the next. The system is clearly helping, and we thank James and the RaceRanger team for their collaboration and continued partnership as we look to expand the use of RaceRanger to more races in 2026.”
