Sport Industry Shorts: ECB, West Ham United and Manchester City Updates

The England and Wales Cricket Board (ECB) has entered into a multi-year agreement with soft drinks brand Cawston Press, naming the company as the official soft drinks partner and official drinks break partner of England Cricket.

Under the terms of the deal, Cawston Press will provide the carriers and bottles for all drinks breaks during England Men’s and Women’s internationals. The partnership includes several commercial activations, including big screen content, programme advertising, and branded perimeter LEDs within stadia.

The brand will also launch co-branded packaging across its entire portfolio featuring the We are England Cricket logo. To further the partnership, a promotion will run on Sparkling Multipacks between June and October 2026, offering England Cricket merchandise and a top prize of £10,000.

This agreement follows a previous sponsorship by Cawston Press of the National Village Cup. According to the ECB, activity related to the partnership will begin rolling out in May 2026.

We are delighted to team up with Cawston Press as our Official Soft Drinks Partner, ahead of an exciting summer of cricket for both England Men and Women. Cawston Press is one of the UK’s most exciting growth brands in the sector with a clear focus on quality, natural ingredients and great taste. We look forward to bringing them to cricket fans across the country and being a part of their journey.

Ben Bradley, Head of Commercial Partnerships, ECB

Cawston Press drinks are inspired by quintessentially English flavours like Rhubarb, Elderflower and Beetroot so partnering with the ECB is a natural and hugely exciting step for the brand. Cricket isn’t a game to be rushed, just like how we approach making our drinks, with time, care and only a few simple ingredients. One can’t wait to see the partnership come to life, with activity rolling out from May.

Laura Graham, Head of Marketing of Cawston Press

West Ham United Appoints Interim CEO

West Ham United has appointed Karim Virani as interim CEO following the departure of Baroness Karren Brady.

Virani returns to the Premier League club for a second period of employment. He previously managed the commercial, marketing, and digital operations for the club between 2015 and 2020.

Since his previous tenure at the London Stadium, Virani founded a sports marketing agency and served as the Chief Commercial Officer for the Scottish Premiership club Rangers FC from 2023 to 2025. His additional experience includes serving as a board member at Hashtag United and as a non-executive director on the board of Mental Health First Aid (MHFA) England.

I am proud and honoured to be returning to West Ham United, a Club I have a deep affinity and admiration for. This is a massive football club, with incredibly loyal and passionate supporters, a hugely talented and dedicated group of players, coaches and staff, a proud and unique heritage, and an ambition to be as successful as possible, both on and off the pitch.

Karim Virani, Interim Chief Executive Officer, West Ham United

Virani stated that his immediate priority is to support the players and manager Nuno Espírito Santo as the club seeks to finish the current Premier League season positively.

Manchester City Expands Renewable Energy Infrastructure

Manchester City has named AMPYR Distributed Energy (ADE) as an official supplier and onsite power purchase agreement funder to support the club’s sustainability goals.

As part of the first phase of the partnership, ADE has installed more than 5,000 solar panels across various rooftops at the Joie Stadium and the City Football Academy. This infrastructure is designed to generate clean electricity for the club.

ADE is tasked with the maintenance, operation, and funding of these onsite renewable energy solutions.

Manchester City is setting the standard for how leading organisations approach sustainability in practice. Our role as an Official Supplier reflects the work delivered to date and the responsibility we take on in operating this infrastructure for the long term. This is about turning ambition into real, operational infrastructure – delivering clean energy solutions that perform day in, day out. We’re proud to be supporting Manchester City as they continue to progress towards their long-term sustainability goals.

John Behan, CEO of ADE

BUCS Partners with Housr for Student Athlete Support

British Universities & Colleges Sport (BUCS) has partnered with Housr to provide UK student athletes with improved access to student living tools and accommodation services.

The initiative aims to alleviate financial and administrative pressures related to housing, which can negatively impact the performance and participation of university athletes. This partnership comes amid reported pressures in the UK student housing sector, including limited availability in university cities and rising rental costs.

Housr provides a digital platform featuring several tools for students, including:

• Accommodation search and booking services.
• Bill management tools.
• A roommate matching tool.
• Access to discounts and student event bookings.

The platform is accessible to students both during and before the academic year. BUCS, which represents university sport in the UK, currently facilitates competitions involving tens of thousands of annual participants.

At BUCS, we are passionate about creating the conditions for student-athletes to perform at their very best. We know the pressures students face extend far beyond the training ground, and that removing everyday stresses is key to unlocking performance. Housr shares that understanding and that ambition – and with a platform that helps students find great housemates, save money, and make the most of their social lives, this partnership offers real, tangible value to the BUCS community. It’s a natural fit, and a genuine win for every student we serve.

Rhys Hayward, Director of Marketing and Commercial, BUCS