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Recent Partnerships in UK & Saudi Arabian Sports Marketing
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The Boat Race appoints PHA group for Integrated PR & Content
Organisers of The Boat race have appointed The PHA Group to handle an integrated PR, social and content brief following a competitive pitch process.
The agency will focus on introducing the historic event to new audiences and highlighting the stories of the student athletes who compete. First raced in 1829, The Boat Race is a 4.25-mile competition on the tidal Thames in West London, running from Putney to Mortlake. The PHA Group will amplify curated and user-generated content through strategic content planning, shoot management, and in-house editing.
Channel 4 has secured the exclusive free-to-air TV rights for the event. The 2026 edition is scheduled for Easter Saturday,April 4th,with the women’s race at 14:21 and the men’s race at 15:21.The 2025 edition achieved record viewership, becoming the most-watched female sporting event in the UK that year, surpassing The Masters and the Bahrain Grand Prix.
“We’re thrilled to be partnering with The PHA Group. in what is Channel 4’s first year as our broadcast partner, we have a unique opportunity to bring the stories, ambition, and spirit of our athletes to an even wider audience. The PHA Group’s passion and expertise will help us make this a landmark season for everyone involved in The Boat Race.”
“Its a privilege to be working with a British sporting event as iconic as The Boat Race. There is a huge opportunity to elevate the profile and impact of this historic sporting occasion. Our team is energised by the ambition of The boat Race organisation, and we’re excited to help share the stories of human endeavour, heritage, and athletic excellence that make this event so special.”
Two Circles Secures stc Group Production Deal
Sports marketing agency Two Circles has entered into a strategic partnership with Saudi digital enabler stc group.
Two Circles will serve as the exclusive production partner for stc group, responsible for delivering streaming coverage of international football matches and the new Jawwy Elite League U-21.
This collaboration combines Two Circles’ marketing and production capabilities with stc group’s technical infrastructure to enhance the streaming experience.
