UK Sport Board Changes, LooseHeadz World Records and New Sports Partnerships

Rugby charity LooseHeadz completed two provisional Guinness World Record attempts for the longest men’s and women’s rugby sevens matches, both lasting 28 hours. The event raised over £68,500 to support the organization’s mission of placing a mental health champion in every rugby club globally, according to LooseHeadz.

The 28-hour duration surpasses the previous men’s benchmark of 24 hours and 30 minutes. The challenge featured former England international George Kruis and received coaching from Vereniki Goneva, Niko Matawalu, Anna Caplice, and Ollie Phillips. Automotive brand JAECOO served as the official Headline Partner for the event held at Sandbach.

LooseHeadz co-founder Rob Shotton stated that the effort involved players, officials, physios, volunteers, and supporters.

Attempting two new world records is an incredible achievement, but what stands out most is the collective effort it took to get there. From the players grinding through the early hours to the officials, physios, volunteers and supporters who never stopped cheering, 24/7s has shown exactly what the rugby community can do when it comes together. Every pass, tackle and step taken over those many hours helps us raise vital funds and keep pushing our mission to place a mental health champion in every rugby club in the world.
Rob Shotton, Co-founder of LooseHeadz

George Kruis described the experience as one of the toughest but most rewarding of his career, noting that the purpose was to raise awareness for mental health within the sport.

UK Sport Board Appointments for 2026

The Secretary of State for Digital, Culture, Media and Sport has confirmed four new board appointments and one reappointment for UK Sport, with terms beginning between August and September 2026. These officials oversee the investment of public and National Lottery funding into Olympic and Paralympic sports.

The following individuals will serve four-year terms from August 1, 2026, to July 31, 2030:

• Michelle Dite, Operations Director at the All England Lawn Tennis Club (AELTC)
• Charlotte Samuelson, Chief Operating Officer at PREM Rugby
• John Steele, Chair of Commonwealth Games England
• Dame Sarah Storey, Chair of Lancashire Cricket Club

Rachel Baillache, Senior Independent Director at the Lawn Tennis Association (LTA), received a second four-year reappointment effective from September 1, 2026, to August 31, 2030.

The new members bring diverse backgrounds to the board. John Steele is a former Chief Executive of UK Sport, the Rugby Football Union, and the Youth Sport Trust. Charlotte Samuelson previously served as Chief Operating Officer at World Rugby and on the board of Surrey County Cricket Club. Michelle Dite also holds roles on the UEFA Euro 2028 Oversight Group and the UK Sport Major Events Panel, while Dame Sarah Storey serves on the Department for Transport board.

UK Sport Chair Professor Nick Webborn stated that the breadth of expertise is necessary to deliver the organization’s 10-year strategic plan and respond to the changing landscape of high-performance sport.

British Cycling Extends Isobar Partnership to LA 2028

British Cycling has renewed its agreement with personalized compression therapy brand Isobar, extending the collaboration through the LA 2028 Olympic and Paralympic Games. This follows their joint work during the Paris 2024 Games.

Under the deal, Isobar provides custom compression garments to athletes in the Great Britain Cycling Team’s World Class Performance Programme. This includes disciplines such as para-cycling, BMX freestyle, BMX racing, and track cycling.

The partnership utilizes 3D body scanning technology to create bespoke garments intended to aid riders with rehabilitation, travel, competition preparation, and recovery between training sessions. The renewed agreement will also focus on performance insights and athlete education.

Stephen Park CBE, Performance Director for the Great Britain Cycling Team, said the partnership ensures the team maximizes rider potential through high-quality preparation and recovery.

Birmingham Phoenix Names Lucozade Hydration Partner

Birmingham Phoenix has appointed Lucozade as its official sports drink and hydration partner, marking the brand’s first partnership within The Hundred. The agreement includes the Lucozade logo on the sleeves of both the men’s and women’s teams.

Lucozade will provide products for player performance and hydration and receive in-bowl advertising at Edgbaston during Phoenix fixtures. The partnership is linked to the brand’s relationship with Jude Bellingham, who is an investor in Birmingham Phoenix and an England footballer.

Ben Seifas, Head of Commercial Partnerships for Birmingham Phoenix, called the acquisition of a brand of Lucozade’s stature a significant milestone for the team.

Dryrobe Partners with Breast Cancer Now

Outdoor changing robe brand Dryrobe has launched a collaboration with the charity Breast Cancer Now as part of its “Warmth Project.” The brand has pledged to raise at least £25,000 for science and care.

Dryrobe will donate £25 from every Pink/Light Grey Dryrobe Advance sold to the charity. To encourage sales, customers receive a £25 discount on the £175 robe. The company is also encouraging supporters to complete outdoor challenges to raise further funds.

Dryrobe founder Gideon Bright stated the partnership aims to use the power of community to make a meaningful difference for thousands of people across the UK.