Sky Sports, Man City & Reebok: Latest Sports Industry Partnerships 2026

Sky Sports and Zuffa Boxing Announce Multi-Year UK & Ireland Broadcast Deal

Sky Sports has secured exclusive broadcast rights for all Zuffa Boxing events in the UK and Ireland, marking a significant expansion of the sport’s presence in the region. The multi-year agreement, announced today, March 19, 2026, commits Sky to staging at least five fight nights annually on British soil, beginning with ZUFFA BOXING 05: CORTES vs. GARCIA. This event will feature a main event showdown between undefeated Andres Cortes (24-0) and Eridson Garcia (23-1), alongside a co-main event pitting former world champion Mark Magsayo (28-2) against Ireland’s Feargal McCroy (17-1).

The partnership arrives at a time of growing interest in boxing, and represents a strategic move by both Zuffa Boxing and Sky Sports to capitalize on that momentum. While details of the broader fight schedule for the remainder of 2026 are forthcoming, the agreement signals a long-term commitment to developing boxing talent and delivering high-profile events to UK and Irish audiences.

Manchester City Bolsters Cybersecurity with N-able Partnership

In a separate development, Manchester City Football Club has announced a multi-year partnership with N-able, a global cybersecurity company. N-able will serve as the Premier League club’s official cyber security partner, protecting both the men’s and women’s teams’ critical systems, and data. The collaboration will involve integrating N-able’s technology, including AI-powered solutions, to enhance the club’s existing technology infrastructure.

This partnership underscores the increasing importance of cybersecurity for high-profile sporting organizations. As clubs like Manchester City manage vast amounts of sensitive data – from player information to fan details – robust security measures are paramount. James Tennant, Director of Technology – Information Security at City Football Group, emphasized the need for continual investment in technology to protect the club’s assets. The N-able brand will also gain visibility through digital and physical assets associated with both the men’s and women’s first teams.

Reebok Taps Gung Ho for UK PR and Influencer Strategy

Global fitness brand Reebok has appointed independent creative collective Gung Ho as its retained UK agency, tasked with leading public relations and influencer strategy. The partnership, which commenced in December, aims to strengthen Reebok’s connection with younger audiences and build its profile across lifestyle, fitness training, and performance sport. Gung Ho will be responsible for driving this strategy forward.

Since the collaboration began, Gung Ho has already supported the ‘Born Classic, Worn For Life’ campaign, managed activity around Reebok’s Global Basketball Games in Berlin and London, and led the press strategy for the recent Full Circle pop-up event. This appointment reflects Reebok’s focus on engaging a new generation of consumers through targeted marketing and influencer collaborations.

Channel 4 and Soapbox Team Up for The Boat Race Coverage

Sports communications agency Soapbox has been engaged by Channel 4 to support the broadcaster’s first-ever coverage of The Boat Race. Soapbox will provide strategic PR counsel and drive media activity across sport, lifestyle, culture, and entertainment, focusing on elevating Channel 4’s presenting line-up and connecting athletes with new audiences. The agency’s founders, Andy Bell and Rowan Wilkinson, were recently recognized in the 2026 *PRWeek Power Book* for their influence in sports communication.

Further Partnerships in Formula E, Grassroots Football, and Endurance Sports

Beyond these key announcements, several other partnerships were revealed. Jaguar TCS Racing has signed a multi-year agreement with Schaeffler, who will become an official supplier, focusing on high-performance electric drive systems. In grassroots football, Kick It Out has partnered with Gift of Kit to connect brands with youth and women’s teams, promoting inclusion through sponsored education programs and equipment. Finally, IRONMAN has partnered with sleep technology company Eight Sleep as the official sleep fitness partner for its European events, aiming to enhance athlete recovery through data-driven sleep optimization.

The Jacksonville Jaguars UK also announced a partnership with the Union Jack Classic, launching the UJC Elite Series Clinic to develop UK-based American football players, ahead of the first college football game at Wembley Stadium in 2026.

These announcements collectively demonstrate a continued trend of strategic partnerships within the sports industry, with brands increasingly seeking to align themselves with key events, teams, and organizations to reach target audiences and enhance their brand visibility.