Brentford FC: Accu Stadium & Sipsmith Shorts Review

Huddersfield Giants’ home renamed The Accu Stadium in new naming rights deal

Huddersfield Giants’ home ground has been renamed The Accu Stadium following a new stadium naming rights agreement with local engineering firm Accu. The agreement comes as the venue marks over 30 years since its original opening.

Accu, founded in Huddersfield and now a global precision engineering supplier, employs more than 130 people and has continued to expand its operations locally and internationally. The company sees the partnership as an investment in both sport and the wider community.

Accu and Huddersfield Town aim to use the partnership to deliver benefits beyond football and rugby league.

The stadium will carry Accu’s name with immediate effect, marking a new phase for the venue and reinforcing the company’s commitment to its local roots and growing global presence.

Brentford FC Announces Landmark Banking Partnership with Cynergy Bank

Brentford FC is excited to announce a new four-year partnership with Cynergy Bank, who become the club’s first official banking partner. This marks the bank’s first involvement in sport sponsorship.

Headquartered in London, Cynergy Bank specialises in financial services for SMEs, combining smart technology with personal, relationship-led service. The partnership aims to support west London’s growing business community.

Brentford’s Commercial Director, Fran Jones, said the deal reflects shared values around innovation, performance, and community, adding, “We see great potential in working together to support SME growth in the region.”

Sharon Maguire, COO at Cynergy Bank, highlighted the club’s innovative spirit and commitment to diversity, stating, “We’re proud to support both the men’s and women’s teams and look forward to empowering future generations.”

Sport and entertainment marketing agency Fuse has been appointed by Sipsmith as its agency for partnership consultancy and activation.

The announcement arrives ahead of the 2025 Wimbledon Championships, which begins 20th June, where the London-based gin brand will launch ‘Top Seed Gin’, a new, limited-edition product.

Danielle Barwick, Group Director at Fuse, said, “We’re thrilled to be partnering with Sipsmith to work on this iconic Wimbledon partnership. From creative ideation to on-site execution, our team is dedicated to delivering a bold, celebratory campaign that blends Sipsmith’s spirit and commitment to craftsmanship with the tradition and prestige of The Championships. We’re looking forward to one big splash this year!”

Amy Cockram, Global Senior Brand Manager at Sipsmith, added, “Fuse’s expertise and experience in creative activations, experiential events and PR makes it the perfect partner to help us celebrate our collaboration and capture the spirit of Sipsmith and the magic of The Championships. We’re excited for more truly unforgettable moments at the most prestigious global sporting event on the calendar this year.”

GetYourGuide and Sky Sports launch summer travel experience campaign

GetYourGuide has partnered with Sky Sports as its Official Travel Experience Partner for summer 2025. The campaign aims to raise awareness of the £342 billion experiences industry, with 60% of people globally planning to travel for a sporting or entertainment event next year.

Running from 25 May to 7 September, the campaign aligns with Sky Sports’ Summer of Sport. It features a 20-second hero ad and five 10-second location-specific ads shown across TV, on-demand, and digital platforms.

The ads are tied to key sporting events in cities like Paris, London, Budapest, and New York. Each encourages fans to turn sporting moments into travel experiences at home and abroad.

GetYourGuide sees the campaign as part of a wider trend toward passion-led travel. The partnership helps connect with UK consumers as they plan trips linked to sport.

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