Latest Sports Partnerships: Women’s Six Nations, PDC and More

The Guinness Women’s Six Nations has entered a strategic partnership with women’s sports media company TOGETHXR to launch a limited-edition apparel collection. The collaboration is designed to increase the visibility of women’s rugby and celebrate the growth of the tournament during the current Championship.

The collection features TOGETHXR’s Everyone Watches Women’s Sports t-shirts, which have been adapted into the six languages of the competing nations: English, French, Italian, Irish, Scottish and Welsh. These items will be available for purchase through the TOGETHXR website and the Six Nations Rugby Official Online Store during the championship.

This commercial move coincides with a period of significant growth in attendance. An opening round match on April 11, 2026, between Ireland and England’s Red Roses is expected to attract more than 70,000 fans, which would set a new attendance record for the Championship.

Guinness Women’s Six Nations is the linchpin in the annual women’s rugby calendar, driving momentum throughout the game on the global stage. The Six Nations guarantees global visibility for the women’s game, its athletes, and teams, which means more fans are tuning in and connecting with the Championship.

Julie Paterson, Chief of Rugby at Six Nations Rugby

TOGETHXR was built to fill the void for the community of athletes and fans who have long been supporting, propelling, and sustaining women’s sports. By partnering with Guinness Women’s Six Nations, we’re providing access and unity through a shared message that meets the demand for more community and more inventory across the board in one of the fastest growing international sports.

Jessica Robertson, TOGETHXR Co-Founder and Chief Brand Officer

Digital and Sustainable Shifts in Professional Sports

Beyond rugby, several other professional sporting organizations are diversifying their revenue and operational models through new commercial partnerships. The Professional Darts Corporation (PDC) has appointed sports marketing agency Ten Toes as its lead digital agency to overhaul its social strategy.

Ten Toes will conduct a full audit of the PDC’s digital presence to create a comprehensive strategy for global fan engagement. This comes as the PDC operates a £25m global tour, which includes the Paddy Power World Darts Championship.

In cricket, Gloucestershire Cricket has signed a front-of-shirt partnership with the Norwegian electric vehicle charging company Easee for the 2026 One-Day Cup campaign. As part of the agreement, Easee EV chargers will be installed at the club’s home ground, the Seat Unique Stadium, to support the club’s sustainability goals.

Similarly, Sussex Cricket has entered a multi-year pouring rights partnership with Shepherd Neame. This deal is the most lucrative of its kind in the club’s history and includes the installation of new bar infrastructure at The County Ground in Hove, including a 40-foot container bar. A new premium 4% lager called Sea End will be launched exclusively for supporters at the ground.

Community and Logistics Partnerships

The London Broncos have established a three-year partnership with Smartway Pharmaceuticals, naming the company as the club’s official healthcare partner. The agreement includes naming rights for the Junior Girls Talent Pathways programme, which supports more than 450 young athletes in London annually.

Smartway will provide healthcare expertise to the club’s medical and community programmes and facilitate a community ticket programme for NHS staff and local charities at every home fixture. The company’s branding will appear on the top back of the playing kits for both the men’s and women’s first teams.

In the triathlon sector, the global series Supertri has named sports travel specialist NIRVANA as its official travel partner. NIRVANA will provide travel and accommodation packages, including airport transfers and athlete-friendly hotels, for both professional triathletes in the Supertri Pro Series and amateur participants.