Shorts: Classic Football Shirts, SEN, Luke Littler

Classic Football Shirts (CFS) has partnered with Walkers to launch a limited edition capsule collection of football jerseys inspired by the snack brand’s crisp flavours.

The collaboration has introduced four jerseys representing Ready Salted, Cheese & Onion, Salt & Vinegar, and Prawn Cocktail, alongside a training sweatshirt. The 1990s-inspired designs have incorporated retro sponsor elements, woven crest badges, and the signature of Walkers founder Henry Walker. David Beckham and Thierry Henry have already starred in a social media campaign wearing the custom shirts.

The jerseys have been made available to purchase as a ‘Mystery Flavour Bag’ for £40 on the CFS website, with the sweatshirt priced at £50. Interactive vending machines have also been scheduled to appear to offer fans the chance to win a free jersey.

Wayne Newton, Senior Marketing Director, Walkers, said, “For decades, Walkers has been synonymous with football. We’ve been intertwined with the game on and off the pitch – from the legendary ‘Salt & Lineker’ days to sponsoring iconic kits in the ’90s. Teaming up with Classic Football Shirts allowed us to treat these jerseys with the respect and attention to detail they deserve.”

Doug Bierton, Co-Founder, Classic Football Shirts, said, “As we celebrate our 20th year, this felt like the perfect partnership to bring to life. It’s the ultimate mash-up of football history and classic flavours.”

SEN UK Swimming has partnered with Swimming Teachers’ Association (STA) and Down Syndrome UK (DSUK) to expand inclusive swimming opportunities across the UK.

The collaborations have been established to improve access to specialist swimming provision, teacher training, and family support, ensuring more children with special educational needs can safely enjoy the water.

Through its partnership with STA, the charity has launched a bursary scheme to help teachers gain the STA Level 2 Award in Aquatic Teaching – Disability Swimming qualification. The initiative has secured first year funding to help teachers access specialist training, while both organisations will also develop dual-branded resources and a national directory of swim schools.

SEN UK Swimming has also collaborated with DSUK to expand access to its national directory and support the development of a new training course, titled Supporting Swimmers with Down Syndrome, which has been created in partnership with STA.

Dave Candler, Chief Executive Officer of STA, said, “High quality training is essential in supporting swimming teachers to deliver inclusive lessons with confidence. The STA Disability Swimming qualification has been developed to give teachers the knowledge and practical skills needed to adapt lessons and support swimmers with a wide range of needs.”

Target Darts has been recognised in The Sunday Times 100 ranking of Britain’s fastest-growing private companies, reflecting sustained UK led growth as darts continues to attract new audiences.

The Harlow, Essex-based company secured a place in the annual ranking, which measures private businesses by their three year sales growth. The recognition comes during a period of increased interest in darts in the UK, with the sport attracting new audiences and higher levels of participation.

Over the past three years, Target Darts has invested in product development, digital technology and brand partnerships as part of its efforts to broaden participation in the sport. The company has worked with Currys, Smyths Toys, Disney and Xbox to introduce darts-related products and experiences to new consumer groups.

Interest in darts has grown significantly in recent years, with players including Luke Littler helping to raise the profile of the sport among younger audiences. Television viewing figures and attendance at major events have also increased as darts has expanded its reach beyond its traditional fan base.

Target Darts said its growth has outpaced that of the wider sport during the period. Alongside its core darts equipment business, the company has focused on developing technology designed to enhance how people play and engage with darts.

This includes the Omni auto-scoring system, which combines real-time scoring, gameplay and performance data through a connected platform. The company said the technology is intended to support participation across all levels of the sport, from recreational players to professionals.

James Tattersall, chief executive of Target Darts, said, “Our growth reflects the momentum behind darts globally, but also the work we’ve put in over a number of years to innovate and create new ways for people to engage with the sport.”

“From product innovation through to connected experiences like Omni, our focus has always been on growing and improving the game by challenging the standards. There is still huge untapped potential, and we’re excited about the role we can play in driving darts forward for players, fans and the next generation coming into the sport.”

Pure Padel has opened a four-court club in Solihull, marking the first step in its planned expansion across the West Midlands.

The new facility at Moseley Cricket Club in Shirley is the company’s first venue in the West Midlands and forms part of a wider UK growth strategy.

The club features three covered courts and one outdoor court, alongside a clubhouse, licensed bar, pro shop and on-site parking. Courts can be booked through the Playtomic app on a pay-to-play basis, with no membership required. Coaching sessions, leagues and social events will also be available.

The opening comes as padel continues to grow in popularity across the UK. Increased participation has driven investment in new facilities nationwide, with operators expanding into regions where court availability has historically been limited.

Pure Padel plans to establish a network of sites across the West Midlands. The company has secured a site in Warwick, subject to planning approval, while a seven-court indoor venue is due to open in Hockley, Birmingham later this year.

Sammy Arora, founder and chief executive of Pure Padel, said, “Solihull is the start of something we have been planning carefully. The West Midlands is one of the most exciting opportunities in UK padel right now and the demand here is real, from Solihull, from Birmingham, from across the region.“

Founded in 2023, Pure Padel now operates eight clubs across the UK, including sites in Manchester, Nottingham, North Leeds, Darlington, Stockport, Alderley Park, Lightwater and Solihull. Further locations are planned in Birmingham, Gosforth, Glasgow, York, Coulsdon, Liverpool and Royal Wootton Bassett.

BoyleSports has signed talkSPORT and TNT Sports presenter Olivia Buzaglo as its new football ambassador ahead of the 2026 World Cup.

Buzaglo will front the bookmaker’s content and host events throughout the tournament. The partnership will continue into the 2026/27 season, with the presenter featuring across video and social media channels to cover domestic and international football. BoyleSports has grown to operate over 390 retail shops alongside its online business.

Olivia Buzaglo, Football Ambassador, said, “I’m delighted to be joining BOYLE Sports as its new ambassador, especially ahead of such a huge period for the game with the World Cup on the horizon. I’m really looking forward to hosting events and creating content with BOYLE Sports that brings supporters closer to the biggest moments in the game.”

Gill Blake-Swift, Director of Brand at BoyleSports, said, “Olivia is the ideal fit for BOYLE Sports as we continue to strengthen our football content and ambassador portfolio. Her broadcasting career has been hugely impressive, and she has built a brilliant connection with football fans across TV, radio, digital and social channels. We’re excited to see Olivia bring her energy, insight and personality to BOYLE Sports customers throughout a major year for football.”

New Era has partnered with Footballco’s MUNDIAL on a UK-based campaign highlighting the cultural links between football and baseball to support its latest MLB-inspired collection.

The campaign brings together New Era, the official headwear partner of Major League Baseball, and MUNDIAL, Footballco’s football culture and fashion brand, to explore the similarities between football and baseball fandom, style and matchday traditions.

Filmed at Passyunk Play in London, the campaign features two football supporters alongside Great Britain baseball player Laura Hirai discussing the customs, rituals and fashion associated with supporting their teams. The content will be distributed across New Era and MUNDIAL channels.

The campaign supports New Era’s summer collection, which combines football-inspired apparel with Major League Baseball team branding and colours. The range includes headwear styles such as the 59FIFTY, E-Frame 9FORTY and 9TWENTY, alongside clothing inspired by both football and baseball aesthetics.

The collaboration reflects growing crossover between global sports cultures and comes as interest in American sports continues to expand in the UK. Major League Baseball has increased its presence in London in recent years through regular-season games, while football remains one of the world’s most-followed sports.

Asad Raza, editor-in-chief of MUNDIAL, said, “As the popularity of soccer in the US grows as a sport, so does it as a culture, and while baseball is America’s pastime, football is the world’s game. But there are also many similarities that unite both sports, which is why we’re sure the scenes in the short film we’ve produced will be replicated in bars, cafes, and stadiums across the US very, very soon.”

Laurence Joslin, brand director EMEA at New Era, said, “Sport has always been a universal language, and this collection is proof of that. Fans might not realise how much they have in common across different games, but the passion, the rituals, the way you wear your team, it’s all there.”