DPD Secures Principal Partner Status at Franklin’s Gardens
The Northampton Saints have finalized a multi-year deal with parcel delivery firm DPD. The agreement installs DPD as the club’s new principal partner, with branding slated for the front and back of home and away kits, as well as training apparel. The partnership also includes the renaming of the East Stand at Franklin’s Gardens to the “DPD Stand.”
Julia Chapman, Chief Executive of Northampton Saints, noted that the scale of the investment reflects the potential for a long-term relationship. DPD UK CEO Justin Pegg stated the partnership aims to support the club following its recent title-winning success.
Gloucester Rugby Taps Regional Talent
Gloucester Rugby is bolstering operations through a new appointment, naming Cheltenham-based i2i Recruitment as its official recruitment partner. The multi-year agreement tasks the firm with managing staffing for both permanent and casual roles at Kingsholm Stadium.
The deal extends beyond administrative support. i2i Recruitment will receive stadium branding and serve as the sponsor for Gloucester lock Freddie Ogden-Metherell. Richard Ogden-Metherell, Chief Executive of i2i Recruitment, described the partnership as a commitment to developing local talent and supporting the Gloucestershire community.
Reading FC Locks in Stadium Naming Rights
Reading FC has secured the future of one of its longest-running commercial relationships by extending its principal partnership with Select Car Leasing. The deal, which began in 2016, ensures the stadium retains the name “Select Car Leasing Stadium” through the 2026/27 season.
The agreement maintains the brand’s presence on the back of men’s first-team shirts and training kits. It also expands visibility to the front of academy, women’s team, and junior replica kits.
Cross-Sport Initiatives Capture New Audiences
Six Nations Rugby is moving beyond traditional sponsorship, launching a collaboration with England cricketers James Coles and Charis Pavely. The initiative targets overlapping fanbases; GWI data indicates 41% of UK rugby fans follow cricket, while 62% of cricket fans follow rugby.
Coles and Pavely will carry the Six Nations logo on their bats during the Hundred competition and participate in fan engagement activities throughout the summer. Tom Parsons, Director of Marketing and Partnerships at Six Nations Rugby, stated the partnership is designed to maintain fan engagement beyond the standard tournament windows.
SailGP Team Unveils Sustainable Product Line
The Emirates Great Britain SailGP Team has partnered with Maison Telmont to release a limited-edition “Réserve Brut” champagne. The bottle, which incorporates the colors of the team’s F50 race boat, will be available at 100 Waitrose stores.
This release marks the first product collaboration under Maison Telmont’s tenure as the official supplier for the team’s 2026 and 2027 seasons. Sir Ben Ainslie, CEO of Emirates GBR, emphasized that the collaboration aligns with the team’s focus on performance and environmental sustainability.
Stabilizing Revenue for the 2026/27 Season
Further updates are expected via official channels as the new seasons approach.