The UK sports landscape is experiencing a period of significant investment and partnership activity, with deals spanning a diverse range of sports from wrestling to darts and padel. Several key announcements this week highlight a growing recognition of sport as a powerful platform for brand engagement and community building.
British Wrestling Secures Sponsorship, Eyes Growth
British Wrestling has announced a lead sponsorship deal with JustGo, timed to coincide with the upcoming British Wrestling Awards Ceremony & Invitational. The partnership is strategically aligned with British Wrestling’s new ‘Unleashing Potential’ strategy, a program designed to enhance participation, visibility, and long-term development within the sport.
According to Craig Anthony, CEO of British Wrestling, the collaboration represents “a strategic investment in the growth of wrestling across the UK. By strengthening the infrastructure that supports membership, engagement, and events, the collaboration is designed to enhance participation, visibility, and the long-term development of wrestling.” The sponsorship is expected to provide crucial support as British Wrestling works to broaden its reach and cultivate the next generation of athletes.
MODUS Super Series Extends Darts Partnership
In the world of darts, the MODUS Super Series has secured a five-year partnership extension with Nodor International, the parent company of leading dartboard brands Winmau and Red Dragon. This continued collaboration underscores the strength of the relationship between the two organizations, which began when the Super Series was first established.
The renewal solidifies Winmau’s position as the official dartboard partner of the MODUS Super Series, with the Winmau Blade series dartboard remaining the centerpiece of all events. The competition itself is a significant platform, broadcasting over 5,000 matches annually on Pluto TV and through international broadcasting partners. The extended agreement also promises enhanced integration of digital content and social media campaigns, aiming to further engage fans and expand the series’ reach.
Chris Murphy, CEO and Executive Producer of the MODUS Super Series, emphasized the importance of the partnership, stating, “Winmau and Red Dragon have supported the MODUS Super Series since its inception. This five-year commitment represents a statement of intent and underlines our shared vision to elevate the game — for players, fans, and broadcasters.” Tom Brown, CEO of Nodor International, added, “We’re thrilled to extend our partnership with the MODUS Super Series and support their incredible growth. The professionalism, innovation, and energy they’ve brought to the sport align perfectly with our company values. This deal ensures players continue to compete at the highest level using the best dartboards in the world and it continues Winmau’s daily presence in televised darts.”
THINKHOUSE Bolsters Leadership for Integrated Sports Campaigns
Independent agency THINKHOUSE is strengthening its sports and sponsorship offering with the appointments of Neal Cummins as Head of Integrated Communications and Andy Forshaw as Creative Director. These strategic hires reflect a growing demand from brands for integrated, culturally relevant sports sponsorship campaigns.
Cummins brings nearly two decades of experience from Sky and FleishmanHillard, including leading major partnerships such as Sky’s sponsorship of the Republic of Ireland Women’s National Football Team. Forshaw arrives with over 15 years of experience delivering sport-led creative for prominent brands including Adidas, Guinness, JD Group, and Liverpool FC.
Jane McDaid, Founder and Head of Creative Innovation at THINKHOUSE, highlighted the agency’s commitment to sport, stating, “Sport has always been central to THINKHOUSE’s story. It’s where culture, community and creativity meet and it’s where brands can earn genuine relevance and growth. Neal and Andy bring world-class sports, sponsorship and creative expertise that will elevate our offering even further and we are excited to welcome them to the team.”
Wellness Focus Expands with Tough Mudder and Spartan Race UK Partnership
Tough Mudder and Spartan Race UK have entered into a three-year partnership with Cannaray, designating the wellness brand as the official wellness partner for both properties across the UK from to . This collaboration aims to provide participants with access to education, insights, and tools designed to optimize health and performance, both during training and beyond event day.
Cannaray will activate on-site at all events nationwide, focusing on key health markers, seasonal supplementation, and targeted testing. Mark Read, Commercial Director of Spartan and Tough Mudder Europe, emphasized the alignment of the partnership with the organizations’ values, stating, “At Spartan UK, we believe endurance events should be a catalyst for long-term health and positive lifestyle change. Partnering with Cannaray across both Spartan Race UK and Tough Mudder enables us to better support and elevate the wellbeing and education of our community.”
Specsavers Targets Padel Community with Innovative Activation
Optical retail chain Specsavers has launched a new sponsorship activation across 15 London padel clubs, targeting the sport’s urban audience and promoting the benefits of contact lenses over glasses during play. The campaign, brokered by sponsorship agency 1986, features Specsavers branding across 69 courts in the capital, with the tagline “No glasses beyond this point.”
Beyond physical branding, the partnership includes direct email and social communications reaching over 200,000 players. A key component of the activation is offering a free game of padel to consumers who sign up for a Specsavers contact lens subscription, creating a direct link between the sport and retail stores.
Neil Liddle, Brand Partnerships & Sponsorships Lead at Specsavers, explained the rationale behind the campaign, stating, “Padel is a highly social, fast-growing sport built around strong local club communities, which makes it a genuinely relevant place for Specsavers to be present. The fit is practical rather than promotional. For many glasses wearers, contact lenses can make playing more comfortable and confident, which players quickly recognise once they’re on court. By working directly with clubs, our focus is on supporting padel communities in a way that adds real value to the playing experience. Linking participation to local Specsavers stores allows us to put people first, strengthen community connections, and create meaningful value for the brand.”
