IRONMAN & DAZN Deals + Reading FC, RMG & Motocaddy Partnerships – Sports Industry News

Precision Fuel & Hydration is deepening its involvement with IRONMAN, securing the title partnership for the IRONMAN 70.3 World Championship series through 2028. The expanded agreement builds upon the company’s existing role as the Official Hydration Partner for all IRONMAN and IRONMAN 70.3 events globally, and follows a successful title sponsorship of the 2025 event in Marbella, Spain, which will see over 6,000 athletes compete on November 8th and 9th.

The multi-year deal signifies a growing commitment from PF&H to the endurance sports market, providing a platform to showcase its hydration strategies and products to a broad audience of both professional and age-group triathletes. As part of the partnership, PF&H’s PH 1000 electrolyte drink will be readily available on course at all IRONMAN and 70.3 events, complementing the fueling options provided by Maurten.

“We’re absolutely delighted to be expanding our partnership with IRONMAN once again,” said Jonny Tye, CEO of Precision Fuel & Hydration. “Marbella was one of the highlights of last year for us, and we’re excited for Nice and the IRONMAN 70.3 World Championships in the years to come.” The 2026 IRONMAN 70.3 World Championship will be held in Nice, France.

Yanni Andreopoulos, Executive Vice President of Global Partnerships at The IRONMAN Group, emphasized the value PF&H brings to athletes. “Precision Fuel & Hydration has been an exceptional partner across our events globally, consistently helping athletes better understand and execute their race‑day hydration. Elevating PF&H to Title Partner of the next three IRONMAN 70.3 World Championship events reflects the impact they’ve already made and the value they bring to our athletes. Together, we’ll deliver an even more informed, consistent and world‑class experience on the sport’s biggest stage.”

Beyond the championship series, PF&H is launching a campaign celebrating the 1980s as a formative decade for the sport of triathlon. This campaign will be integrated into events throughout the year, adding a nostalgic element to the race experience.

In other sports business news, DAZN has appointed The Romans as its UK consumer and corporate PR agency of record, following a competitive pitch. The agency’s remit includes managing DAZN’s UK press office, developing creative campaigns, and building corporate profiles. DAZN is looking to solidify its position as a leading broadcaster of boxing, combat sports, the UEFA Women’s Champions League, and the Saudi Pro League in the UK market.

“The UK is a crucial market for DAZN,” said Nancy Elder, Chief Communications Officer, DAZN. “The Romans’ creativity and understanding of the cultural landscape, as well as their media connections and strategic nous, made them the perfect partners for us. We have a huge year ahead, and we are looking forward to working with The Romans to deliver our ambitious plans and tell our story of growth and innovation.”

Joe Wade, Founder of The Romans, echoed the sentiment, stating, “DAZN is a dream client for our Sports & Entertainment division. They are a hugely ambitious and disruptive brand, who are changing the game in sports broadcasting. We’re excited to get our teeth into the brief and deliver some amazing operate for them.”

Reading FC has announced an expanded partnership with Select Car Leasing, extending their sponsorship of the women’s first team and increasing investment as the principal partner of the club’s Community Trust for the 2026/27 season. This enhanced, multi-year deal will provide crucial support for the Trust’s community programs, which currently serve 25,000 individuals and families annually through education, health, and employment initiatives.

The investment will bolster the Trust’s Strategic Plan 2026-2029, aiming to broaden its community reach and build upon its existing £16.9m in annual social value. Select Car Leasing’s continued commitment to Reading FC Women underscores its dedication to advancing gender equality in sport, providing resources for the team competing in the Southern Region Women’s Football League, as well as the Women’s Academy and Emerging Talent Centre.

“The Reading FC Community Trust is changing the lives of some of the most vulnerable individuals and families in the local community, positively impacting 25,000 people a year. That’s massive,” said Mark Tongue, CEO and Founder of Select Car Leasing. “This strategy will allow them to continue their much-needed work at a real pace, with transparency and accountability throughout. We are lucky to be able to call ourselves their principal partner and can’t wait to see what they achieve next for those truly in need.”

Dave Evans, Community Trust Manager at Reading FC Community Trust, added, “Select Car Leasing’s decision to increase their investment demonstrates genuine commitment to our mission. Their support enables us to serve the community with our diverse program portfolio. The renewal of their women’s team sponsorship is equally significant – it sends a powerful message about the value of women’s football and helps us address the documented inequality where 22% fewer girls than boys participate in team sport.”

Racecourse Media Group (RMG) has appointed Filippa Wallestam as a Non-Executive Director, effective April 1st, 2026. Wallestam brings extensive digital media strategy experience from her nine years at Viaplay, where she held roles including EVP and Chief Content Officer. She also currently serves as a non-executive director with DMGT Group and Storytel.

Wallestam replaces Britt Boeskov, who has completed her seven-year term on the RMG Board. “I am excited to join the RMG Board at this pivotal time and am inspired by the company’s ambition to maximize opportunities for the sport of horse racing,” said Wallestam. “As a horse lover, the most exciting aspect for me is the chance to drive innovation and technology to attract and engage modern audiences in this dynamic sport. I truly can’t wait to start working with this excellent team.”

Conor Grant, Chair of RMG, highlighted Wallestam’s qualifications. “Filippa brings a powerful combination of strategic leadership, deep media expertise and a strong track record in premium sports content. She understands how to build and engage audiences at scale, how to partner with world-class production teams, and how to harness data to shape compelling content strategies. We are delighted to welcome her to the RMG Board.” Grant also thanked Boeskov for her “outstanding contribution” to the organization.

Finally, golf equipment brand Motocaddy has extended its sponsorship of the *Golf’s Greatest Holes* television show for a fourth year. The series, set in Scotland for its fourth season, will continue to feature Motocaddy as the official trolley & bag partner. Co-hosted by Paul McGinley and Chris Hollins, the show will air on Sky Sports and include guests such as Colin Montgomerie and Dame Laura Davies.

Motocaddy will leverage the sponsorship through behind-the-scenes content on its social media channels. The brand’s electric trolleys and cart bags were utilized by presenters and guests during filming at iconic courses including The Old Course St Andrews, Royal Troon, and Muirfield. Oliver Churcher, Marketing Director at Motocaddy, stated the partnership allows the brand to reach “huge global audiences.” Chris Hollins noted the practical benefits of Motocaddy trolleys during filming in Scotland’s challenging weather conditions.