Shorts: NBA, parkrun, British Cycling 18 Mar 2026 | Anna-Rose Gabbitass Share on The National Basketball Association (NBA) has named C4 Energy as its official energy drink partner in Europe. The multiyear collaboration will span the UK, France, Germany, and Italy, and is focused on fan engagement. As part of the deal, C4 Energy will create NBA-branded content and offer fans opportunities such as meet-and-greets with NBA legends, on-court moments at NBA Global Games in Europe, and premium hospitality experiences. Paul Coppin, Vice President of Marketing, Nutrabolt EMEA, said, “The NBA is a global benchmark for elite performance, innovation, and cultural influence, and we’re proud to be named the league’s Official Energy Drink Partner in Europe. At C4 Energy, we exist to support the drive and determination that fuel success when the stakes are highest, and this collaboration brings visibility to that spirit on one of the world’s biggest sporting stages. Together, we aim to create unforgettable moments that connect with people who play, watch, and live the game, both on-and-off the court.” parkrun has announced a new multi-year partnership with Specsavers, aimed at expanding participation in its weekly 5km community events by focusing on people currently under-represented in physical activity. The agreement will see the two organisations work together to identify and address barriers that prevent people from taking part, including those with visual impairments, hearing loss and individuals experiencing social isolation. The initiative will begin with a series of ‘listen and learn’ focus groups to inform practical changes. Specsavers will also activate the partnership through its UK network of more than 1,000 stores, helping to connect local communities with nearby parkrun events. The partnership is part of Specsavers’ ongoing support of sport, which includes deals with the Scottish Football Association, Rugby League club Hull KR, the emerging racquet sport padel, and English darts player Beau Greaves. Elizabeth Duggan, parkrun CEO, said, “parkrun was created to empower people to come together to be active, social and outdoors. Whilst over 250,000 people take part each week in the UK, we know there are more people who could benefit. Our partnership with Specsavers will strengthen our mission, by listening directly to people with sight loss, hearing loss, or people experiencing social isolation, we can better understand what they need and ensure parkrun continues to be a welcoming, inclusive space for all.” British Cycling Ventures (BCV) has launched a new social-first entertainment series, the Lloyds BMX FS Creator Showdown, pairing GB BMX riders with content creators to engage a younger audience. The series sees eight of Great Britain’s BMX Freestylers, including Olympic champion Charlotte Worthington and European champion Sasha Pardoe, mentor eight UK content creators through a series of five challenges. The format is designed to appeal to young fans who primarily engage with sport via social media and digital-first content. Episodes will be streamed weekly for free on the British Cycling YouTube channel, with supporting content distributed across new TikTok and Instagram accounts, @bmxsends. The series is delivered in partnership with Lloyds and Creator Showdown. Darren Henry, Managing Director of British Cycling Ventures, said, “Reaching new, young and diverse audiences who are yet to discover the thrills and entertainment of BMX Freestyle is our key objective with this social-first series. With an existing audience of 500,000 BMXers in the UK, there is significant potential to grow engagement with a new wave of fans who are increasingly consuming sport through creator led and digital first formats. By creating a brand-new concept that resonates with this focused audience, we are opening up new opportunities to connect sport, entertainment and brand storytelling in a way that is commercially relevant and scalable” . The Professional Squash Association (PSA) has named wealth management firm Quilter Cheviot as the new title sponsor of the 2026 British Open. The Quilter Cheviot British Open is the longest-running event on the PSA Squash Tour. This year’s tournament will feature a total player compensation of $740,000. First held in 1929, the event will see 96 players compete across nine days of action. Tim Garner, Tournament Director, said, “We are delighted to welcome Quilter Cheviot as the title sponsor of the British Open. The British Open is squash’s most historic tournament, and it is fantastic to have the support of a company like Quilter Cheviot, whose heritage and commitment to excellence makes them a perfect partner.” The Boat Race has signed an exclusive international digital streaming rights deal with global platform Overnght. The multi-year agreement, which runs until 2030, will see Overnght become the exclusive digital streaming home for the historic Oxford-Cambridge rivalry in North America, Australia, and New Zealand. Under the terms of the deal, brokered by TCB Sport Media, Overnght will deliver live and on-demand coverage to audiences within its licensed territories. The platform is dedicated to Olympic, collegiate, and emerging sports. First contested in 1829, The Boat Race is one of the world’s oldest amateur sporting events and takes place annually on the River Thames in London. Siobhan Cassidy, Chair of The Boat Race Company, said, “With nearly 200 years of rivalry and counting, we are always searching for ways to bring our iconic London event to new audiences. Working with Overnght enables us to do just that and we are thrilled to enable Boat Race fans across the world to enjoy the race.” The American 7s Football League (A7FL) have agreed a global broadcast partnership with sports entertainment platform DAZN. The agreement will see a featured game from the league broadcast live and on-demand each week for free to DAZN users worldwide. The partnership aims to bring the American football league to a global audience. The A7FL features a style of play where athletes compete without the helmets or shoulder pads used in traditional formats. The deal adds to DAZN’s portfolio of American football. Sports data and technology company Champion Data has appointed Travis Auld as its new Board Chair. Auld brings leadership experience from across elite sport, currently serving as the Chief Executive Officer of the Australian Grand Prix Corporation (AGPC). He has previously held senior roles at the Australian Football League (AFL), including Executive General Manager – Finance, Clubs and Broadcast, and has also served as CEO of the Gold Coast Suns and COO at Essendon Football Club. His appointment comes as the company continues to expand its capabilities in sports data, broadcast technology and performance analytics globally. Travis Auld, Chair, Champion Data, said, “Champion Data has long been at the forefront of how sport is analysed and understood. After nearly three decades in the industry, I’ve seen the impact great data can have for teams, broadcasters and fans. I’m delighted to join as Chair and look forward to supporting the company’s continued innovation and growth.”
Curated by Taleb Kabbara · Source: sportindustry.co.uk