Manchester United have appointed Mindflick as the club’s Official Performance Mindset Partner under a multi-year agreement.
The partnership will see the UK-based performance psychology and behavioural science company deploy its psychometric platform across Manchester United’s men’s, women’s and academy teams, as well as leadership and operational departments.
The platform provides insights into how individuals think, communicate and respond in different situations through individual and group profiling tools intended to support collaboration, self-awareness and decision-making..
Kirstin Furber, People Director at Manchester United, said “At an elite club, performance is shaped by far more than talent alone. It depends on how people think, respond under pressure, communicate and stay aligned when expectations are at their highest.”
She added: “This collaboration is about building those qualities more deliberately across our people, from players and coaches to the wider staff and leadership around them. It demonstrates clear investment into our people, reinforcing our commitment to developing talent and fostering a strong, inclusive culture at the club.”
Dr Mark Bawden, Chief Executive of Mindflick, said “Elite performance does not happen by accident. It comes from building the conditions that allow people to stay focused, adapt quickly, lead well and perform under pressure, day after day.”
He added: “By combining behavioural science, mindset insight and psychometric tools, we can support both performance and culture, helping individuals and teams communicate more effectively and thrive together.”
Rugby mental health charity LooseHeadz has extended its partnership with wealth management firm Titan Wealth.
The wealth management firm has collaborated with LooseHeadz on various sporting initiatives and fundraising events since 2024. Under the extended agreement, Titan Wealth will support the charity over the next 12 months as a principal charity partner across a series of events, including rugby matches, dinners, and golf days. The partnership will focus on raising awareness around mental and financial wellbeing, helping athletes prepare for careers after sport through the firm’s sports division.
Rob Shotton, Co-Founder of LooseHeadz, said, “We’re incredibly grateful for the continued support from Titan Wealth and proud to be extending a partnership that has already created such a positive impact within the rugby community.“
“Support like this allows us to keep building towards our goal of placing a mental health champion in every rugby club, getting more feet on the ground in clubhouses around the world, tackling the stigma and ultimately saving lives through rugby.”
Motorsport Expo has named Race Against Dementia as its official charity partner for its inaugural event.
The event has also committed a £20,000 pledge to support the charity’s research. Founded by three-time Formula 1 World Champion Sir Jackie Stewart OBE, Race Against Dementia funds research into the prevention and cure of dementia. The partnership has been established to raise awareness and deliver fundraising initiatives throughout the exhibition, which is set to run alongside Car Culture UK.
Simon Bennie, Director of CarShowCo, said, “Race Against Dementia is an incredible organisation with a mission that resonates strongly across our industry. The charity represents the very best of motorsport, harnessing innovation, teamwork and a relentless drive for progress to tackle one of society’s greatest challenges.”
Sir Jackie Stewart OBE, Founder of Race Against Dementia, said, “Following my wife Helen’s diagnosis with frontotemporal dementia, I was both disappointed and horrified by the lack of progress being made in challenging this devastating illness, and that is why I founded Race Against Dementia.”
With one in three people predicted to develop some form of dementia during their lifetime, we must do everything we can to drive progress faster. We are incredibly grateful to Motorsport Expo for choosing Race Against Dementia as its official charity partner and for bringing together the motorsport community around this important cause, helping to raise both awareness and vital funds to support pioneering research.”
Non-league football club Hashtag United have agreed a new three-year front-of-shirt sponsorship deal with sports media brand LiveScore.
The agreement will see the LiveScore logo appear on the front of the shirts for both the men’s and women’s first teams simultaneously ahead of the 2026-27 season. This marks the first time a sponsor has taken the front-of-shirt position across both kits simultaneously at the club.
Under the terms of the deal, both organisations will collaborate on digital content, fan activations, and matchday experiences to deepen supporter engagement. LiveScore has previously supported non-league football through activity around Non-League Day earlier this year.
Dominic Vye, Marketing Director at LiveScore, said, “Hashtag United has done something remarkable, they’ve built a football club with genuine soul, a loyal community, and a vision for the future. That aligns perfectly with what LiveScore stands for – fuelling fans’ passions. We’re proud to be part of this partnership, and to help amplify the Hashtag story to football fans both in the UK and around the world.”
GSIQ has reported that young sports fans in the UK are among the most engaged but least likely to adopt new sports or leagues.
GSIQ has released UK findings from its Next Generation of Sports Fans study, based on a survey of 5,500 individuals aged 15 to 25 across 11 markets.
The report forms part of wider analysis of changing sports consumption habits among younger audiences in the UK, as rights holders and governing bodies seek to adapt distribution, pricing and participation strategies.
3Q Industrial Supplies Ltd has become Grimsby Town’s Official Sleeve Sponsor for the 2026/27 season.
The company’s branding will appear on the sleeves of men’s, women’s, academy and replica shirts throughout the upcoming campaign, alongside a commemorative logo recognising its 25 years in business.
The deal also includes a £2,500 contribution towards the cost of the first 250 junior replica shirts sold ahead of the new season. Supporters presenting a season ticket will receive a £10 discount on eligible purchases.
Adam Smith, Chief Operating Officer at Grimsby Town, said “The business has a long-standing connection with Grimsby Town, and it’s fantastic to see the partnership continue to grow. To progress from Back of Shorts Sponsor to Sleeve Sponsor demonstrates their belief in the direction of the football club.”
He added, “Partnerships like this are vital in supporting our ambitions both on and off the pitch. Pete Rose, Gavin Munson and the wider 3Q team have been fantastic supporters of the club.”
Pete Rose, Director of 3Q Industrial Supplies, said, “As we celebrate 25 years in business, we can think of no better way to mark this milestone than by becoming sleeve sponsors of Grimsby Town for the 2026/27 season.”
He added, “We are incredibly honoured to continue and strengthen our relationship with Grimsby Town. The club has always been part of our lives.”
