Kingsholm, Hackney Moves, & More: Latest Sports Sponsorship Deals
Kingsholm Stadium is set to host its first live music concerts in seven years this summer, with a two-night series featuring the Ministry of Sound Classical Orchestra and Sir Tom Jones. The announcement marks a significant step for Gloucester Rugby in diversifying revenue streams and enhancing the stadium’s role as a community entertainment hub.
The Kingsholm Summer Series will kick off on , with the Ministry of Sound Classical Orchestra. The performance will reimagine classic dance tracks with a 31-piece live orchestra, offering a unique experience for music fans. Following that, on , Welsh music icon Sir Tom Jones will return to Kingsholm, having previously captivated audiences with a performance for over 17,000 fans in 2017.
Gloucester Rugby CEO, Alex Brown, expressed his enthusiasm for the return of concerts to the stadium. “We’re incredibly excited to see the return of concerts to Kingsholm Stadium and to bring large‑scale live entertainment back to the heart of the city,” Brown said. He emphasized the importance of the series in the club’s broader ambitions, stating, “It’s an essential step forward in our ambition to provide unique and exceptional experiences for our supporters, while also unlocking novel opportunities for the club to grow and diversify its revenue streams. That growth directly supports our ability to reinvest across the board and continue driving the club forward.” Brown also highlighted the careful planning undertaken to ensure the concerts do not compromise the quality of the playing surface.
Adding to the logistical success of the event, Freemans Event Partners has been appointed to manage food and beverage operations and curate fan zones across both concerts. This partnership aims to elevate the overall fan experience, providing a comprehensive entertainment package beyond the musical performances themselves. Stephen Freeman, Executive Chairman of Freemans Event Partners, stated, “We are extremely proud to be supporting Gloucester Rugby with the launch of the Kingsholm Summer Series. Bringing major live acts back to Kingsholm Stadium marks an exciting new chapter for the city. We look forward to building on our shared ambition to create exceptional experiences and deliver even more world-class entertainment for fans and the wider community.”
The return of large-scale events to Kingsholm Stadium represents a broader trend within the sports industry, as clubs increasingly seek to maximize stadium utilization and generate revenue beyond traditional matchday income. This strategy allows organizations like Gloucester Rugby to invest further in their core sporting operations and enhance the overall fan experience. The Kingsholm Summer Series serves as a prime example of this evolving business model, demonstrating the potential for synergy between sports, and entertainment.
Elsewhere in the sports industry, partnerships and sponsorships continue to play a crucial role in driving revenue and enhancing brand visibility. HOKA has solidified its relationship with Hackney Moves, upgrading its sponsorship to headline status for a multi-year deal. This expansion builds upon a three-year history as the event’s official footwear and apparel partner, demonstrating the brand’s commitment to the running community and the Hackney Half marathon. The partnership extends beyond financial support, encompassing the Hackney Academy, a 12-week initiative providing coaching and kit to local runners.
Rebecca Shaw, Senior Partnerships Manager at Motiv Sports UK, highlighted the alignment between HOKA’s values and the spirit of Hackney Moves. “HOKA’s commitment and joyful approach to movement aligns perfectly with the spirit of this event,” Shaw said. Guido Geilenkirchen, VP and GM of HOKA EMEA, echoed this sentiment, emphasizing the event’s cultural significance and HOKA’s dedication to fostering a positive running experience for participants of all abilities.
In the realm of cricket, Northamptonshire County Cricket Club has extended its partnership with Acorn Commercial Finance for 2026. The collaboration provides opportunities for Acorn to engage with local businesses and clients within a sporting environment, while also demonstrating support for the team’s recent successes, particularly their performance in last season’s T20 competition. Representatives from Acorn Commercial Finance have expressed their satisfaction with the partnership, highlighting its value in fostering relationships and supporting the club’s ambitions.
Finally, GoCardless continues to expand its footprint in grassroots sports, partnering with the Essex, Lincolnshire, and Manchester County FAs to streamline payment processes. This expansion builds upon existing partnerships with 15 other County FAs, providing member clubs with access to direct debit and open banking solutions for recurring subscriptions and one-off transactions. Catherine Birkett, Chief Financial Officer at GoCardless, emphasized the company’s commitment to supporting County FAs and the vital role they play in their communities. The initiative aims to automate financial processes, reduce administrative burdens, and free up valuable time for volunteers and staff to focus on developing the game.