The sports industry landscape continues to evolve, marked by strategic partnerships, leadership changes, and a growing emphasis on sustainability, and accessibility. Several key developments this week highlight these trends, from Manchester City’s foray into hospitality to Tim Hollingsworth’s new advisory role and expanding university collaborations within British sport.
Manchester City’s Hospitality Play with The Medlock
Manchester City Football Club is extending its reach beyond the pitch with the launch of The Medlock, a Radisson Blu Hotel. Bookings are now open for the 401-room property, which includes a penthouse suite and will be managed by Valor Hospitality. The hotel’s design draws inspiration from the River Medlock and Manchester’s industrial heritage, aiming to attract both business and leisure travelers. Richard Pearson, General Manager of The Medlock, emphasized the hotel’s connection to the city, stating, “Inspired by our location, the identity celebrates the character, energy and spirit of the place we call home: Manchester.” Adela Cristea, Chief Development Officer UK, Ireland &. Nordics at Radisson Hotel Group, highlighted the creation of a “global flagship property” that will offer an exceptional experience for visitors.
Tim Hollingsworth Joins Think Beyond as Global Advisor
Former Sport England CEO Tim Hollingsworth OBE has taken on a new challenge as Global Advisor at sustainability and social impact consultancy Think Beyond. This appointment comes as the consultancy expands its work with major events, global rights holders, government bodies, and host cities. Hollingsworth will provide strategic guidance on governance and impact delivery, bringing over two decades of leadership experience from roles including Chief Executive of the British Paralympic Association and Sport England, where he oversaw over £300 million in annual investment into grassroots and community sport. He continues to hold positions as Professor of Practice (Sport) at the University of Bath and Vice Chair of ParalympicsGB.
Sam Shave, Managing Partner at Think Beyond, lauded Hollingsworth’s “rare insight from the very highest levels of sport, government and international competition,” adding that his credibility will bolster the consultancy’s services. Hollingsworth himself expressed his enthusiasm for the role, stating, “I am delighted to be joining Think Beyond at a time when sport’s role in society needs to carry real weight…Think Beyond has spent the past decade helping organisations do exactly that, combining purpose with rigour.”
Loughborough University Deepens Ties with Team England
Loughborough University has solidified its position as a key partner in British sport, becoming the official university and exclusive education sector partner of Team England. The comprehensive agreement covers the 2026 Commonwealth Games in Glasgow and the 2027 Commonwealth Youth Games in Malta. A landmark aspect of the deal is the placement of the Loughborough University logo on the sleeves of all Team England podium kit – a first in the Games’ 95-year history.
Beyond branding, Loughborough will serve as Team England’s pre-Games preparation camp, hosting immersion camps across various sports. The university’s Burleigh Court Conference Centre and Hotel, along with the Elite Athlete Centre and Hotel, will provide accommodation during this phase. Loughborough’s reputation as a leading sports university – recently named Sports University of the Year by The Times and Sunday Times Good University Guide 2025 and ranked #1 globally for sport-related academia by QS Rankings – is underscored by the success of its athletes at the 2022 Commonwealth Games in Birmingham, where they secured 47 medals.
Commonwealth Games England CEO Mark Osikoya emphasized the long-standing relationship, stating, “Loughborough University has been a cornerstone of English sport for decades…We are excited that the Loughborough University logo will feature on Team England medal ceremony kit at the Commonwealth Games for the first time ever.”
Netball Super League Secures Continued Support from Soft & Gentle
The Netball Super League (NSL) and England Netball have extended their partnership with health and beauty brand Soft & Gentle for another year. The renewal sees Soft & Gentle continuing as an official partner, with expanded naming rights for key events, now known as the Soft & Gentle Netball Super Cup and the Soft & Gentle Grand Final. The deal includes continued support for the NETBALLHer initiative and aims to contribute to the league’s ongoing professionalization following its relaunch in 2025.
Claire Nelson, Managing Director of the Netball Super League, highlighted the importance of the partnership, saying, “Partnerships like this are vital as we continue to build the Netball Super League and support its journey towards professionalisation…Together with Soft & Gentle we’re building on the values that make netball special, creating opportunities for women and girls, and helping the League reach new heights.”
Supertri Partners with TriDot to Boost Participation
Triathlon organizer Supertri has partnered with TriDot to become its official training platform, with a specific focus on increasing participation numbers. The collaboration aims to bring 10,000 first-timers into triathlon in 2026 through an expanded ‘First-Timer Programme’ offering 12 weeks of free personalized training and expert coaching. The two organizations will also launch a technology-driven global rankings program powered by FitLogic, normalizing results across Supertri’s events based on course, weather, and conditions. The partnership also supports the Limitless: Women in Triathlon initiative.
Supertri CEO and Co-Founder Michael D’hulst stated, “TriDot is at the cutting edge of innovation in triathlon and has a huge drive to both widen the appeal of triathlon and to ensure that athletes regardless of ability maximise their potential.”
Specsavers Activates Sponsorship with Padel Clubs in London
Specsavers is engaging urban audiences through a sponsorship activation across 15 London padel clubs. The campaign, devised by sponsorship agency 1986, features branding across 69 courts with the slogan “No glasses beyond this point,” highlighting the benefits of contact lenses for sport. The activation includes a player-incentive model offering a free game of padel to those who sign up for a Specsavers contact lens subscription, driving footfall to stores and encouraging trials.
Neil Liddle, Brand Partnerships & Sponsorships Lead at Specsavers, explained the strategic fit, stating, “Padel is a highly social, fast-growing sport built around strong local club communities…By working directly with clubs, our focus is on supporting padel communities in a way that adds real value to the playing experience.”
British Esports and Loughborough University Collaborate on Standards
British Esports has signed a Memorandum of Understanding (MoU) with Loughborough University to elevate standards across the esports ecosystem. The collaboration will focus on elite performance pathways, coaching frameworks, and safeguarding policies, connecting the university’s sports science expertise with British Esports’ National Esports Performance Campus. Loughborough University is also expanding its esports provision with a new Esports Gaming Lab featuring 40 high-spec gaming machines.
Professor Jo Maher, Pro Vice-Chancellor for Sport at Loughborough University, emphasized the university’s ambition to “play a leading role in the future of esports,” while British Esports aims to develop professional standards for players, coaches, and performance staff.
Manchester United’s Collette Roche Joins UA92 Board
Collette Roche, Manchester United’s CEO for New Stadium Development, has been appointed to the board of University Academy 92 (UA92). This move strengthens the board structure following an agreement for Manchester United to provide teaching spaces for UA92 within Old Trafford stadium. Roche brings extensive executive experience and will provide strategic expertise to support the institution’s growth. UA92 reported a 30% increase in student numbers and a 26% rise in revenue in its latest annual accounts, achieving its first positive EBITDA.
Roche stated, “UA92’s mission to widen access to higher education and develop industry-ready talent is something that I strongly support.”
