Shorts: Soapbox, MatchFit, ECB

Specialist sports communication agency Soapbox has renewed its partnership with Baller League for a third season and won a new project supporting the return of The Unity Cup.

Following a collaboration on Season Two, the agency will again lead communications for Baller League’s third season, which is already underway and will culminate in the Final Four.

Soapbox has also been appointed to support the return of The Unity Cup, an international football tournament celebrating Afrocentric and global diaspora communities. The revamped four-nation competition will feature Nigeria, Jamaica, Zimbabwe, and India.

The wins follow the recognition of Soapbox founders Andy Bell and Rowan Wilkinson in the 2026 edition of the PRWeek UK Power Book, where they were named in the Top 10 Sports Agency category.

Andy Bell, Managing Director, Soapbox, “Football continues to be one of the most powerful cultural forces globally, and we’re excited to be working with Baller League in Season Three and supporting the return of the Unity Cup, demonstrating our commitment as an agency to shaping the narrative around modern football culture.” 

Spotlight Sports Group has appointed MatchFit as its sole UK communications agency.

The partnership will see MatchFit deliver an integrated PR strategy for Spotlight Sports Group (SSG), spanning both B2B and B2C. The wider remit includes amplifying SSG’s proposition among global partners and stakeholders, alongside campaign support for its consumer-facing brands, which include *Racing Post*, Pickswise, myracing and Free Super Tips.

Initial activity has centred on the 40th anniversary of *Racing Post*, using the milestone to showcase the brand’s heritage and continued innovation within the racing and sports betting landscape.

Spotlight Sports Group joins MatchFit’s expanding client portfolio which already includes Topps, Manchester City, LALIGA, MatchWornShirt, The FA and Powerleague.

Alex Cottee, Head of B2B Marketing and Communications, Spotlight Sports Group, said, “From the outset, MatchFit demonstrated a proven track record and ability to think beyond traditional media spaces with their impressive audience-first approach to creative storytelling. They showcased a clear understanding of our objectives and the importance of being able to demonstrate impact against our 2026 ambitions. With every working relationship, it’s incredibly important to ensure that the team in place feels like a genuine extension to your own, and the collaboration and energy that MatchFit brought to the table was abundantly clear. We’re incredibly excited to see what we can achieve together this year.”

Donald Parish, Co-Founder, MatchFit, said, “2026 is an exciting growth year for Spotlight Sports Group, and we’re grateful to be on the journey with them, supporting their ambitious plans and celebrating some major milestones as their trusted agency partner. It’s been a great start to the year for MatchFit, and this only looks set to continue over the next few months, with more great news and exciting prospects on the horizon.”

Sale Sharks have announced that their annual Foundation Day, in partnership with UBS, will return.

Now in its third year, the event will be held during the club’s home fixture against Leicester Tigers. The day aims to raise funds for Sale Sharks Foundation, the club’s official charity, which works to tackle health inequalities and social isolation across the North West through its ‘Levelling the Field’ strategy.

Fans attending the match can take part in fundraising activities including an inflatable rugby darts and skills zone, a raffle, and a silent auction with exclusive prizes. There will also be opportunities for photos with Sale Sharks players and a chance to meet Foundation staff.

The event is sponsored by UBS Global Wealth Management as part of its wider partnership with the club, which also includes support for the Sale Sharks Business Club.

Abi Dean, CEO at Sale Sharks Foundation, said, “Foundation Day is a special moment in our season that brings supporters together to celebrate the impact of Sale Sharks Foundation. It shines a spotlight on the real power of rugby beyond the pitch and the difference it can make in our communities. Every supporter who engages with us and supports our work helps us Level the Field for communities across the North West, breaking down barriers, bringing people together and giving more individuals the chance to thrive. Together, we’re creating real, lasting change.”