Sport Industry News Roundup: Topuria, Padel Cup, LTA and Scarlets Partnerships

A series of new strategic partnerships and community initiatives have been announced across the combat sports, padel, tennis, and rugby sectors, focusing on brand expansion and social impact.

Ilia Topuria Partners with Montirex

UFC Lightweight Champion Ilia Topuria has entered into a long-term partnership with the UK-based sportswear brand Montirex. Topuria, who maintains an unbeaten professional record of 18-0, has committed to wearing Montirex apparel exclusively during his fight training.

The athlete will first wear the brand’s clothing ahead of his scheduled bout at UFC Freedom 250 in June 2026. Founded in Liverpool in 2019, Montirex intends to use the collaboration to inform its ongoing product development based on the performance demands of elite-level combat sports.

A global campaign film has been released to mark the agreement, focusing on Topuria’s career journey.

I’m glad to have a brand like Montirex in my corner. Their vision and commitment to reaching the very top really align with who I am as an athlete and as a person. The brand is on a journey upwards and I’m proud to represent them and everything it stands for.

Ilia Topuria, UFC Lightweight Champion

Daniel Yuen, Co-founder of Montirex, stated that the partnership reflects the hard work Topuria puts into his fights, which mirrors the brand’s own growth journey. Yuen noted that the partnership is intended to make a statement to aspiring athletes.

VanEck Joins Anglo American Padel Cup

The Anglo American Padel Cup (AAPC) has named New York-based global investment manager VanEck as its exclusive exchange traded fund (ETF) partner for the tournament’s second edition.

VanEck, which manages approximately $199.1bn in assets, joins a core sponsorship group that includes padel industry brands Babolat and Playtomic. The second edition of the transatlantic competition will expand its field from 64 to 104 players, incorporating open and age group categories as well as a new university division.

Padel is widely viewed as the fastest-growing sport worldwide, and the Anglo American Padel Cup has quickly established itself as a standout international event, built on a rich and storied sporting rivalry. We see a strong alignment between our global growth and the Cup’s expanding presence across our core ETF markets in the US, UK, and Europe.

Jan van Eck, CEO of VanEck

AAPC Co-Founders Bill Ullman, Ben Nichols, and Joelle Quinn described the partnership as a major statement of backing for the sport and an endorsement of the international competition they are developing.

LTA Supports Mental Health Awareness Exhibition

The LTA has participated in the Sport in Mind Take Action portrait exhibition, which launched on May 11, 2026, at the Reading Museum. The exhibition is part of Mental Health Awareness Week in the UK, led by the Mental Health Foundation under the theme of Taking Action.

The physical display will move to the Oracle Shopping Centre in Reading on May 13, 2026. A digital version of the exhibition is also available, featuring images that explore the link between movement, sport, and mental wellbeing, specifically highlighting the impact of tennis.

The LTA’s involvement stems from a partnership with Sport in Mind via the LTA Tennis Foundation, which awarded the organization a three-year grant in April 2023 to develop community tennis sessions for individuals experiencing mental health problems.

Since the start of the grant, Sport in Mind has reported the following outcomes:

• Delivery of more than 1,100 tennis sessions across 16 locations.
• Support for nearly 500 participants.
• 78% of participants reported increased confidence.
• 69% of participants reported an improvement in mood.

We are delighted to take part in the Sport in Mind Take Action Exhibition. Over the last three years the LTA Tennis Foundation has worked with Sport in Mind to open tennis up to people who may never have seen themselves on a court. Through inclusive coaching, community outreach and consistent weekly delivery, our partnership has broken down barriers, showing that tennis can be for everyone, regardless of background, ability or experience.

Matt Elkington, Equality, Diversion and Inclusion Programme Manager, LTA

Scarlets Extend Castell Howell Partnership

The Scarlets have extended their partnership with Welsh food wholesaler Castell Howell. Under the renewed agreement, Castell Howell will remain the sponsor of the South Stand at Parc y Scarlets and will maintain its branding on the Scarlets playing kit.

In addition to serving as the primary food and beverage supplier at Parc y Scarlets, the company has acquired pourage partner rights, granting it responsibility for the supply of alcohol throughout the venue. The stadium will also continue to host Castell Howell trade shows as a commercial events venue.

The agreement includes a collaboration with the Scarlets Community Foundation to deliver food and health education initiatives during selected matches.

We are delighted to extend our partnership with Castell Howell, a company that has been a valued and trusted partner of the Scarlets for many years. Their continued commitment across multiple areas of the club, from matchday experience to community initiatives, highlights the strength of our relationship.

Garan Evans, Scarlets Commercial Manager