Sports Industry Update: New Partnerships and Executive Appointments
The Great Britain Cycling Team secured a four-year partnership with Elite to supply turbo trainers, bottles, and training rollers up to the LA 2028 Olympic and Paralympic Games and through 2030, sportindustry.co.uk reported. The agreement covers all seven Olympic and Paralympic disciplines along the Performance Pathway.
Elite Supply Deal Details for Great Britain Cycling Team
The new arrangement formalises a long-standing appreciation between the governing body and the manufacturer. Stephen Park CBE, Performance Director for the Great Britain Cycling Team, stated that Elite truly aligns with the values and approach of the national squad, noting that the brand is steeped in history and legacy and does things its own way. Nicoletta Sartore, CEO of Elite, stated that the partnership is a proud moment for the company and highlighted that their training equipment will be used in the quiet moments where performance is built day after day.
The partnership operates through Madison, a long-standing British Cycling partner since 2014 that distributes Elite products in the UK. Sartore noted that Madison has helped bring Elite closer to the British cycling community for years, paving the way for this direct performance supply deal leading into the 2028 Olympic cycle.
Warwickshire County Cricket Club Renews Intercity Partnership
Warwickshire County Cricket Club extended its technology partnership with Birmingham-based Intercity for another three years, building on a relationship that started in 2023, sportindustry.co.uk reported. The renewal will focus on deploying artificial intelligence to improve stadium experiences, operational efficiency, and commercial opportunities at Edgbaston.
During the initial three-year agreement, Intercity helped Warwickshire become the first county cricket club in England and Wales to deploy Ripple crisis intervention technology across staff devices and public Wi-Fi to support people searching for harmful online content. The renewal arrives as Warwickshire invests in its operations following its recent County Championship title win.
Chris Gratton Joins Entertainment Partners in the UK
Entertainment Partners appointed former Ticketmaster Sport Managing Director Chris Gratton as Executive Vice President and Managing Director of its UK business, sportindustry.co.uk reported.
Markham L. Goldstein, President and CEO of Entertainment Partners, stated that Gratton brings an important combination of entertainment industry experience, commercial leadership, and an understanding of technology evolution. Gratton previously developed a league-wide agreement with Premiership Rugby during his tenure at Ticketmaster Sport, where François Westcombe is set to take over as Managing Director for EMEA on 7th October after joining from IMG.
ClearScore Secures Cricket South Africa Test Shirt Sponsorship
The agreement covers the Test programmes of both national teams, with South Africa’s men holding the ICC World Test Championship title following their victory in the 2025 final at Lord’s. As part of the multi-year deal, ClearScore will also invest in CSA’s Black Batters Programme. Pholetsi Moseki, Chief Executive Officer of Cricket South Africa, stated that partners who back Test cricket directly help sustain the format. Justin Basini, Co-Founder and CEO of ClearScore Group, stated that the Proteas represent ambition, resilience, and the pursuit of excellence.