Shorts: ION 54, ICC Women’s T20 World Cup, Channel 4

The Confederation of Professional Golf (CPG) has agreed a long-term strategic and commercial partnership with global golf business ION 54 to lead the development and commercialisation of its newly created CPG Ventures enterprise.

CPG, which currently consists of a global network of national PGAs spanning more than 90 countries and representing golf professionals, has created a new group structure that incorporates CPG as an association and CPG International Ventures as its commercial arm. The organisation has also retained responsibility for the Ryder Cup European Development Trust, a charity that supports the development of the game across Europe.

ION 54, launched by sports and entertainment agency 54, has been appointed as CPG’s preferred commercial and strategic partner. The two entities have partnered to define and deliver a new commercial model, establishing a structured programme of work designed to transform the existing CPG network into a scalable, revenue-generating global platform.

The overarching goal of the collaboration is to translate CPG’s international reach into a structured ecosystem of products, services, and partnerships for its member countries, PGA members, and the wider golf industry.

The agreed programme has incorporated the development of a five-year business plan, a new global brand platform, and a multi-channel marketing strategy, alongside immediate commercial activation to unlock near and long-term revenue opportunities.

A core focus has been placed on the development of CPG Ventures as a central commercial engine, bringing together CPG’s International Series tournaments, educational learning institutes, travel, and digital products into a unified offering that supports both immediate delivery and the ongoing evolution of the platform.

Ian Randell, Group CEO of CPG, said, “Our role has always been to support and represent the organisations and people who power golf. This partnership allows us to take that further – creating a platform that facilitates communities, opportunities, resources and experiences across our global network.”

ICC has partnered with West End musical Wicked to open the ICC Women’s T20 World Cup 2026.

Organisers have confirmed that the cast will perform ahead of England’s match against Sri Lanka.

The collaboration has been designed to blend cricket with live entertainment, featuring actors Emma Kingston and Zizi Strallen.

The competition has already sold more than 150,000 tickets, while broadcasters have announced the opening fixture will air on Sky Sports, Sky Mix and the Sky Sports app.

Beth Barrett-Wild, Tournament Director, ICC Women’s T20 World Cup 2026, said, “You wouldn’t normally expect to see world-class cricket sharing the same stage as a hit West End musical, but that is exactly what makes this such an unmissable way to open the tournament. It will also set the tone for the ICC Women’s T20 World Cup 2026, opening 24 days of competition showcasing the very best in global cricket, with dramatic showdowns, unlimited excitement and gravity defying moments of unparalleled sporting skill. We can’t wait to get things started!”

UK broadcaster Channel 4 has partnered with financial services provider SunLife to broadcast a colourised edition of the 1966 FIFA World Cup final in aid of Alzheimer’s Society.

The broadcast of England’s 4-2 victory over West Germany at Wembley Stadium on 30th July 1966 has been designed to raise awareness of dementia, while supporting people living with the condition and their families.

Comedian David Baddiel introduces the programme, which features reflections from Sir Geoff Hurst, alongside contributions from current and former England players, including men’s captain Harry Kane.

The 140-minute broadcast, produced by Whisper and Final Replay, will feature the full match in colour, complete with on-screen calls-to-action encouraging viewers to donate to Alzheimer’s Society. The partnership was facilitated by Channel 4’s Partner Lab alongside Medialab, the lead media agency for both SunLife and the charity.

The edition of the fixture is set to air on Channel 4 and its streaming service on 6th June 2026.

Joe Blake-Turner, Commissioning Editor for Sport, Channel 4, said, “As we approach a World Cup summer, there’s no better time to relive England’s one and only victory with this special broadcast that will also raise awareness and funds for Alzheimer’s Society.”

Michelle Dyson CB, Chief Executive Officer at Alzheimer’s Society, said: “It’s heart breaking that many former players – and indeed fans – of the legendary 1966 World Cup team have been affected by dementia. Their stories are a powerful reminder of why we must keep raising awareness and the funds needed to support people living with this devastating condition today while also working towards a better future.”

The British & Irish Lions has appointed Jo Yapp as head coach of the Women’s team ahead of the side’s inaugural tour of New Zealand in 2027.

Yapp will lead the Lions Women during a three-Test series against New Zealand’s Black Ferns in 2027, alongside a schedule of pre-tour fixtures. The tour marks the first time a women’s British & Irish Lions team has been formed, bringing together players from England, Ireland, Scotland and Wales.

The former England international will take a sabbatical from her role as head of women’s pathway at England Rugby and begin working part-time with the Lions from July before moving into the position full-time in January.

Yapp won 70 caps for England and played at three Women’s Rugby World Cups. Her coaching roles have included England Under-20s Women, Worcester Warriors Women and the Barbarians. She most recently coached Australia’s women’s national team at the 2025 Rugby World Cup.

Women’s rugby has continued to grow across the UK in recent years following increased investment from the Rugby Football Union and record attendances for Red Roses matches at Twickenham. The Lions Women tour is expected to become a significant addition to the international women’s rugby calendar.

Ben Calveley, chief executive of The British & Irish Lions, said: “Jo’s breadth of experience across the UK club game and the international women’s game in the southern hemisphere made her an outstanding candidate for this role.”

Jo Yapp said: “To lead the first-ever British & Irish Lions Women’s Team is an incredible honour and something I’m immensely proud of.”

Yapp will be formally presented as Lions Women head coach at a media conference hosted by Royal London in London on 9 June.

FC Barcelona, Tottenham Hotspur, Olympique Lyonnais and PSV Eindhoven have launched a new pan-European community campaign alongside tool brand STANLEY.

The ‘Built to Support’ platform has been designed to highlight tradespeople who support football in their local communities.

As the official tools partner of the four European clubs, STANLEY has committed to donating its LED perimeter advertising inventory on dedicated matchdays. This has been orchestrated to spotlight local tradespeople who make an impact in their respective areas.

STANLEY has also focused the campaign on supporting grassroots football. The brand has partnered with the foundations of the respective clubs to identify and deliver facility renovation projects, utilising the help of volunteer tradespeople to provide benefits to local communities. The activation has been scheduled to roll out during the 2026/27 domestic football season across European markets.

STANLEY has served as the official tools partner of the four clubs since August 2025.

Darren Barber, Senior Marketing Director EMEA-ANZ, STANLEY, said, “Football is a sport of passion and precision, values that perfectly mirror how our customers approach their work. Tradespeople are often misrepresented but by their very nature are Built to Support. By putting tradespeople at the centre of our partnerships we’re not just supporting the clubs, but the people who build the communities around them.“