The Sidemen have announced the launch of Sidemen Productions, a new creator-led production company, and confirmed that Inside UK Series Three will be the first title released under the banner.
Sidemen Productions has been established to develop and produce creator-led formats for global audiences. Entirely self-funded, the company operates within the wider Sidemen ecosystem and will be based at the Sidemen HQ in London.
Victor Bengtsson leads the new entity as Managing Director, with Adam Cohen appointed as Head of Sidemen Productions. Cohen joins the team having formerly worked at Noah Media Group, KEO Films, and Fulwell Entertainment.
The launch follows the reality show Inside, with the second season landing in the UK Netflix Top 10 chart in March 2025. The show is set to return to the streaming platform in Spring 2026.
The Sidemen – consisting of KSI, Simon, Josh, Tobi, Ethan, Vik and Harry – have over 100m subscribers across their platforms.
Victor Bengtsson, Managing Director, The Sidemen, said, “The Sidemen have created content for over a decade, entertaining millions of people across the world. After the success of our show Inside we saw an opportunity to create even bigger and bolder projects. Sidemen Productions brings together everything we’ve learned on that journey, channelled into a highly skilled team dedicated to redefining what creator-led productions can achieve.”
Chelsea FC have launched a new leisurewear collection with Nike, inspired by the club’s away kit from the 1994 to 1996 seasons.
Dubbed the ‘Return of the Rebel’, the range reimagines the tangerine and graphite colourway that divided opinion in the mid-nineties. The centrepiece of the collection is a pre-match top, which the men’s team have been scheduled to wear ahead of their upcoming Premier League fixture against West Ham United. The women’s team have also been confirmed to wear the kit prior to their FA Cup match against Manchester United next month.
The wider collection features t-shirts, sweatshirts, jackets, and track pants designed with 1990s hues and patterns. The original club badge from the era has been utilised throughout the range, with darker tones applied for the cold-weather gear. Nike has designed the items to celebrate the “disruptive mentality” associated with the original strip, which coincided with the club’s return to European competition in 1995 and the arrival of Ruud Gullit.
Current players Estevao Willian, Trevoh Chalobah, Liam Delap, and Brooke Aspin have modelled the new collection alongside former captain Dennis Wise.
Irish Rugby has signed a multi-year sponsorship deal with global nutrition company AG1.
The agreement sees AG1 become the official daily nutrition supplement partner for both the Men’s and Women’s teams. The partnership covers the entire Irish Rugby ecosystem, ranging from the grassroots game to the senior squads, and has launched immediately to coincide with the Guinness Men’s Six Nations.
As part of the deal, AG1 has secured match-day branding rights at all Irish Rugby home fixtures. Additionally, the brand will provide product samples and exclusive offers to fans at the stadium from 14th February 2026 onwards. This collaboration marks the first partnership for AG1 in Ireland as the company continues its European expansion. The brand has committed to providing nutritional support across the rugby ecosystem, supplying products to players at both grassroots and elite levels to aid performance and recovery.
Brian Kearney, Vice President of Growth, Europe at AG1, said, “As AG1 continues to grow across Europe and deepen our presence in Ireland, it’s especially meaningful for us to support the iconic Irish Rugby teams and the grassroots game. At AG1, we believe long-term health and performance are built through consistent daily habits. The dedication and resilience shown across Irish Rugby reflect the values we stand for, and we’re proud to support the teams as the Official Daily Nutrition Supplement Partner for the 2026 season.”
Billy Murphy, Chairperson of the IRFU Commercial & Marketing Committee, said, “We are delighted to welcome AG1 as our Official Daily Nutrition Supplement Partner. In rugby, our players are constantly pushing their body to the limits. Partnering with AG1 gives players, coaches and fans access to research-backed nutritional support and helps empower people to take ownership of their health.”
Sports and entertainment agency EMW Global has named Joe Pattison as Vice President of Marketing.
Based in London, Pattison has joined the agency to lead marketing and activation services. He brings over a decade of experience in performance marketing, media strategy, and sports activation across Europe and Asia.
Previously, Pattison served as a senior leader for Mailman and 160over90 (Endeavor) in Singapore. During this time, he led a team of 30 across APAC markets and oversaw the delivery of global projects, including the IOC’s inaugural Olympic Esports Week 2023 and the World Aquatics Championships in 2025.
In his new role, Pattison will be responsible for scaling EMW Global’s activations arm, which includes experiential marketing, content production, social media strategy, and communications. The appointment comes as the agency prepares for the FIFA World Cup 2026 and follows a recent partnership agreement with former goalkeeper Petr Cech.
Michael Rocha Keys, Founder and CEO, EMW Global, said, “We are delighted to welcome Joe to the EMW Global family. His experience across global markets, agency leadership, and his broad expertise across a range of activation services made him the perfect fit to lead our marketing and activation services functions. We look forward to the continued growth of this area of our business, especially ahead of a busy global sporting calendar and the FIFA 2026 World Cup in America, Canada and Mexico.”
Joe Pattison, Vice President of Marketing, EMW Global, said, “I am incredibly excited to join EMW Global during a period of rapid growth for the business. I look forward to leading and growing a team of hugely talented people across the globe as we continue to expand our marketing and activation service offerings for both new and existing partners from across the world of sport.”
Former England captain Jamie George has been appointed as a brand ambassador for English sparkling wine producer Nyetimber.
The agreement follows England Rugby naming Nyetimber as its official sparkling wine partner ahead of the 2026 Guinness Men’s Six Nations.
George, who recently confirmed he will retire at the end of the 2026/27 season, has filmed content at Hertford RFC to mark the collaboration. The campaign aims to highlight grassroots rugby, with Richmond Rugby Club having also named the producer as its official sparkling wine partner.
During the upcoming tournament, George will feature on the brand’s 1968 Routemaster Bus, which will be situated at Allianz Stadium for fans.
Jamie George, Brand Ambassador, Nyetimber, said, “I was excited to hear about Nyetimber’s partnership with England Rugby and am now even more excited to be working with them as a brand ambassador. Nyetimber reflects many of the values we embody within the England team: quality, best-in-class performance, and of course, celebration. Let’s hope we have plenty to celebrate together over the course of the seasons!“
Eric Heerema, Owner and CEO, Nyetimber, said, “Jamie George is one of England’s most renowned players, with many incredible achievements under his belt. We see him as a very fitting partner for our brand and look forward to working with him to raise awareness of our pioneering partnership with England Rugby. At Nyetimber we celebrate accomplishments both big and small – although, if possible, we would love to be able to toast an England Grand Slam at the end of the 2026 Guinness Men’s Six Nations!“
Subscribe to the Sport Industry Daily for regular updates on the biggest stories and latest news in the sport industry.
