Shorts: Ampersand, ION 54 & Stream AMG – Review

Ampersand has launched as a UK-based creative agency, co-founded by Gemma Oakes and Peter Calvert, operating from London and Sheffield.

The agency works across creative, design, public relations, social content and strategy, providing services to brands in sport and consumer sectors. Ampersand has received three social media awards for its Mitre and Emirates FA Cup ‘Breaking The Bar’ campaign in recent weeks.

Ampersand’s client portfolio includes Nike Swim, Mammut, Wembley Stadium, Original Penguin Tennis and Padel, and Mitre. The agency operates with a networked model, working with clients and external creative partners on a project-by-project basis.

The launch adds to the UK’s established creative agency market, with London remaining a central hub for sports, brand and content-led marketing activity, alongside growing regional centres such as Sheffield.

Gemma Oakes, Co-Founder & PR Director of Ampersand, said, “Ampersand isn’t just a collection of services; it’s a commitment to the industry that we love. Over the years, it’s fair to say the creative industry has become fairly split between generalist agencies and those that specialise.

Our ambition is to be a true partner to our clients, adapting to what they need in today’s world and ultimately working together. We operate with a hand picked experienced team who successfully balance client care with strategic thinking, and delivering creative that ensures brands maintain their own personality – not just blending in!

“Ampersand is the power of ‘&’ (and) – us plus an established network of talent that we can collaborate with. Because great work doesn’t happen alone.”

Global golf platform ION 54 has made a strategic investment in Caddy Clubhouse.

The move is designed to integrate Caddy Clubhouse into ION 54’s ecosystem, strengthening its ability to influence service standards and professional development across golf assets globally.

ION 54 is an entity created by sports and entertainment group 54. The investment aims to support owners and operators by incorporating Caddy Clubhouse’s specialist capabilities into the wider platform. As part of the agreement, Caddy Clubhouse will work alongside ION 54’s strategic advisory, development, and operations teams.

Caddy Clubhouse operates as a benchmark for modern caddying, providing structured education, accreditation pathways, and operational frameworks. Founded by experienced tour caddies and industry practitioners, the organisation acts as a governing body for the profession. It delivers training programmes covering on-course performance and leadership development, offering progression pathways to senior roles.

Ed Edwards, CEO of 54, said, “ION 54 was created to support and develop every link in golf’s value chain and we have never under-estimated the importance of the role of the caddy, not only as a crucial support for a player but as a potential career pathway in the sport. Caddy Clubhouse brings a credible, professional framework into our platform that strengthens service standards, supports career development, and aligns closely with our commitment to raising the bar across the game.

“This is a strategic investment in the future of the profession and in the quality, consistency, and sustainability of service delivery at leading golf destinations worldwide.”

Canadian mixed martial arts promotion Unified MMA has partnered with video technology provider StreamAMG to deliver live events and on-demand content to global audiences.

Under the multi-year deal, StreamAMG has been tasked with powering the organisation’s digital video-on-demand (VOD) and live-event streaming. Initially available across web and mobile platforms, the collaboration will see fight nights, athlete features, and behind-the-scenes content distributed through a tailored OTT experience built on StreamAMG’s Blaze platform.

The new service is expected to launch ahead of the release of a Unified MMA mobile app, providing coverage of every event alongside exclusive content.

Paul Hunt, Managing Director, StreamAMG, said, “We are thrilled to partner with Unified MMA and support their mission to showcase elite Canadian MMA talent on a global stage. StreamAMG’s proven technology and deep expertise in sports OTT will help Unified MMA build direct connections with fans while unlocking new revenue and engagement opportunities.”

Sunny Sareen, Founder and President, Unified MMA, said, “Partnering with StreamAMG marks a major milestone in Unified MMA’s growth. This collaboration gives our fans around the world seamless access to our events and showcases our athletes in the best possible format. Together with StreamAMG, we’re elevating the profile of Canadian MMA and creating a destination for fans that rivals the very best in combat sports streaming.”

Science in Sport (SiS) has partnered with sports content producer Crowd Network to launch a new creator-led content platform, *For The Love Of Running*.

The channel delivers video content across YouTube, Instagram, Facebook, and TikTok, alongside a community Strava run club. It aims to engage runners of all abilities, expanding the nutrition brand’s presence at a grassroots level.

SiS, which supplies over 330 professional teams, has provided access to its facilities, team expertise, and nutrition guides to support the production. The show is hosted by content creators including Jenny Mannion, ‘Two Blokes Running’ duo Ben and Barney, and running coach Emma Kirk-Odunubi. The first video features the hosts competing against SiS ambassador and elite runner Nick Bester in a 5km handicap race.

Ian Nolan, Chief Marketing Officer at Science in Sport, said, “Running sits at the core of Science in Sport and this partnership allows us to connect authentically with the grassroots running community. Whether someone is taking their first steps towards a 5k or chasing a marathon PB, by launching For The Love Of Running, and starting social first, we can help runners of every ability access the knowledge, inspiration and endurance nutrition they need to enjoy the sport and achieve their goals.“

Mike Carr, CEO of Crowd Network, added, “For The Love Of Running marks an exciting next step for our growing video content capability. Running has gained a huge following in recent years, breaking into wider amateur audiences and inspiring a wave of creators at every level to document their journeys. SiS and Crowd saw a real opportunity to build a channel that speaks directly to that community – from elite performers to those just getting started – and we are thrilled to be partnering with the original and most trusted brand in the sports nutrition space.“

Insurance group Howden has appointed Rachel Woodward as Director of Sponsorships to lead its global partnership strategy.

In her new role, Woodward will lead the global sponsorship team and oversee the selection, activation, and evaluation of the group’s portfolio. She has also been tasked with developing a sponsorship strategy through to 2030 as part of the wider corporate affairs strategy.

Howden currently holds a diverse portfolio, including its role as series title partner for the inaugural British & Irish Lions Women’s Tour to New Zealand in 2027. The group also maintains a strong presence in global racing through partnerships with Ascot Racecourse and the Victoria Racing Club, alongside agreements with the Emirates Great Britain SailGP Team and the Lawn Tennis Association (LTA).

Woodward joined Howden five years ago, having previously held roles at ESPN, Octagon, the Rugby Football Union (RFU), and West Ham United.

Rachel Woodward, Director of Sponsorships, “Howden, added, I’m proud to be taking on this great role at such an exciting time for the Group as we step up our global ambitions. We have so many fantastic partnerships – from Ascot and the Jockey Club of Saudi Arabia to the Bahrain Turf Club and Victoria Racing Club. From Sail GP to the LTA to the Goodwood Festival of Speed.

“I’m especially excited about the upcoming British and Irish Lions Women’s Tour in 2027 – since championing women in sport is something that’s long been close to my heart. Best of all, I get to work with a fantastic team of truly inspiring individuals – each experts in their field. Together I’ve no doubt we’ll make a real difference.“

Soul Padel has appointed Will Thomas as Commercial Director to drive partnership-led growth across the UK.

Thomas joins the padel operator from Powerleague, where he served as Head of Commercial. Prior to this, he held roles with Essex Cricket and Harlequins, as well as brand and agency positions with LiveScore Group and CAA Sports.

The new role will focus on building long-term commercial relationships as Soul Padel continues to expand its physical and digital presence. This includes the upcoming launch of ‘Soul Padel on Campus’and the growth of the ‘Soul Mates’loyalty app, which has attracted 7,000 registered players.

Mark Hewlett, Founder and CEO, Soul Padel, said, “Will’s appointment is a really important step for us. As we grow, our partnerships need to grow with us in a way that stays true to our values. Will brings a strong understanding of how brands want to engage with communities through sport, and how participation-level partnerships can deliver genuine impact for both sides.”

Will Thomas, Commercial Director, Soul Padel, added, “Padel is at a fascinating point in its growth, and Soul Padel stands out for its focus on accessibility, community, and social connection. The combination of high-quality clubs and a fast-growing digital community through Soul Mates creates exciting opportunities for partners who want to engage in a more meaningful way. I’m excited to be joining the team at such an important stage in the journey.”

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