Tottenham Hotspur Women, Wolves, and british Triathlon have each announced new partnerships as of September 4, 2025, signaling continued commercial growth across women’s sport and Olympic-level athletics. These deals underscore increasing investment and brand alignment within key sectors of the UK sporting landscape.
The partnerships-between Tottenham Hotspur Women and ELF Cosmetics, Wolves and an unnamed partner, and British Triathlon and Komatsu-represent a broadening of revenue streams for each association. These collaborations will provide vital resources for athlete development, community engagement, and the overall expansion of their respective programs.The Tottenham-ELF deal specifically aims to elevate the profile of the women’s team and engage a wider fanbase,while the Wolves and British Triathlon partnerships will support their ongoing operational and competitive objectives.
Tottenham Hotspur Women confirmed a partnership with ELF Cosmetics, a beauty brand, to become the club’s official makeup partner. Details of the financial terms were not disclosed.
Wolves also announced a new partnership, though specifics regarding the partner and scope of the collaboration were not promptly available.
British Triathlon revealed a partnership with Komatsu,a global construction equipment manufacturer,which will support the organization’s athletes and programs leading up to and beyond the 2028 Olympic Games in Los Angeles.
