Latest UK Sports Sponsorships: Chelsea Women, Bath Rugby and More

Chelsea FC Women has signed a commercial partnership with Rimmel London for the 2026/27 season, joining a growing wave of commercial investment across English women’s football. According to the club, the cosmetics brand will collaborate with the team on digital content, fan engagement activities, and community experiences at home matches throughout the season.

The collaboration kicks off with a marketing campaign featuring Chelsea players Katie McCabe, Lauren James, and Lucy Bronze. The campaign spotlights Rimmel London’s Match Perfection foundation product. Supporters attending Chelsea FC Women’s season-opening home fixture against Aston Villa Women on 5 September can engage with a brand pop-up experience at the stadium. Rimmel London will also maintain a visible presence at home fixtures through pitchside LED advertising and supporter activations.

Commercial Growth in Women’s Football

The agreement reflects the ongoing expansion of Chelsea’s commercial portfolio and the broader commercialization of the Women’s Super League. WSL clubs have increasingly drawn sponsorship from retail, technology, finance, and consumer goods sectors as league audiences grow.

Giulia Mazzia, Commercial Director for Chelsea FC Women, stated in an official club release, “We are thrilled to welcome Rimmel London to the CFCW family. This partnership is a fantastic opportunity to bring together the worlds of women’s football and beauty, while celebrating confidence, individuality and self-expression – all key values our players embrace. We look forward to working closely with the team at Rimmel London.”

Janine Fernandes, Vice President of Global Marketing for Rimmel London, added in the announcement, “Becoming Chelsea Football Club Women’s official partner for the 2026/27 season is an incredible moment for Rimmel, in our hometown of London. The club’s passion for female empowerment and resilience aligns to our values of self-expression and individuality, making our partnership a perfect match.”

Bath Rugby Renews Grant UK Partnership

In rugby union news, Bath Rugby has extended its relationship with Grant UK through a new three-year agreement, according to an official club announcement. Grant UK takes on the role of Official Sustainability Partner, building on a collaboration that originally began in 2015.

Under the renewed terms, Grant UK branding will appear across all three Bath Rugby match kits and around the stadium, alongside maintaining a presence within the South Stand hospitality boxes at The Recreation Ground. The partnership will focus on sustainability initiatives aimed at reducing carbon footprints at both club and community levels. James Bibby, Bath Rugby’s Commercial Director, noted that Grant UK will support the club’s infrastructure plans.

Through the Stadium for Bath initiative, Grant UK will take part in the historic renewal of The Rec, with eco-friendly practices serving as a central focus of the goals the organizations intend to accomplish together.

Special Olympics GB Secures Co-op Sponsorship

Co-op and Co-op Media Network have signed on as official sponsors of the 2026 National Summer Games in Birmingham, scheduled for 27 to 30 August. The event represents the UK’s largest inclusive multi-sport competition, bringing together more than 1,200 athletes with intellectual disabilities from England, Scotland, and Wales.

As part of the agreement, Co-op will supply own-brand food and drink for athletes, volunteers, and organizers. The sponsorship builds upon the ongoing Meals That Matter campaign, which has raised more than £200,000 for Special Olympics GB since launching in 2025. Laura Baxter MBE, Chief Executive of Special Olympics GB, welcomed the expanded collaboration.

Teaming up for the National Summer Games represents a wonderful way to build on this connection, and everyone involved is thrilled to collaborate with the group to make it happen.

Millwall and Harlequins Secure New Commercial Deals

Millwall Football Club has announced MASCOT WORKWEAR as its Official Workwear Partner for the 2026/27 season. MASCOT will supply workwear and safety footwear to the club’s maintenance, stadium operations, and facilities teams at The Den. Luke Wilson, Chief Commercial Officer at The Den, stated that the Danish manufacturer shares the club’s values of hard work, quality, and durability.

Meanwhile, Gallagher Premiership rugby club Harlequins has partnered with British clothing retailer FatFace under a multi-year agreement as its Official Smart-Casual Wear Partner. The partnership will see activations, competitions, and retail promotions across the season for both the men’s and women’s teams. Laurie Dalrymple, Harlequins Chief Executive, stated that the agreement marks an expansion into the lifestyle and fashion space with a brand holding strong international appeal.