Global Amplifies Team GB Support Through 2028 Olympics

Global has solidified its commitment to Team GB, extending its official audio and outdoor partnership through the Los Angeles 2028 Olympic Games. This expanded agreement builds upon Global’s existing role as Official Audio Partner for the Paris 2024 Games, integrating its audio, video, and outdoor media platforms to provide comprehensive support for Team GB across multiple Olympic cycles.

The partnership will deliver extensive coverage and activations across Global’s UK-wide network, encompassing on-air broadcasts, online platforms, and prominent billboard advertising. During Paris 2024, sponsors benefited from amplified campaigns through Global’s radio brands, and this new deal will allow advertisers to leverage both audio and outdoor formats for even greater reach.

This collaboration coincides with the launch of Sport by Global, a new branded entertainment division dedicated to sports and fan engagement. With just 100 days remaining until the Milano Cortina 2026 Olympic Winter Games (February 6–22, 2026), the timing underscores Global’s dedication to supporting Team GB athletes competing across up to twelve disciplines, led by Chef de Mission and Olympic Champion Eve Muirhead.

Tim Ellerton, Team GB’s Chief Commercial Officer, expressed his enthusiasm, stating, “We’re delighted to be extending our partnership with Global as we look ahead to Milano Cortina 2026 and LA 2028. Global has played an important role in helping us share the stories, personalities and journeys of our athletes with audiences across the UK. LA promises to be one of the most exciting Games ever and will see the world of sport collide with music and entertainment in a way that perhaps has never been seen before, and through our partnership with Global we are looking forward to creating activations that will truly connect with the British public.”

Learn more about Team GB’s commercial partnerships here.

London Football Clubs Unite to Tackle Youth Violence

In a significant move to address youth violence, the Mayor of London has partnered with all 16 of the capital’s professional football clubs. This initiative, facilitated through London United – representing the community foundations of these clubs – will see a £6 million investment from the Violence Reduction Unit (VRU) directed towards after-school and holiday programs.

The funding will support initiatives providing young people with access to sports, arts, and mentoring opportunities. Specifically, the MyEnds and Stronger Futures programs will receive £3.6 million and £2.4 million respectively, expanding their reach within London communities. These programs focus on supporting young individuals and families affected by, or at risk of, violence.

According to London United’s Keeping Young Londoners Safe report, club community trusts already delivered 100 projects across 31 boroughs in 2023/24, reaching over 30,000 young people. This new partnership aims to build on that success, particularly as London’s homicide rate has reached its lowest level since records began in 2003. But is this enough to sustain the positive trend?

Read the full Keeping Young Londoners Safe report.

Warner Bros. Discovery Details Broadcast Plans for 2026 Winter Olympics

Warner Bros. Discovery (WBD) has revealed its comprehensive broadcast plans for the Olympic Winter Games Milano Cortina 2026, marking the ‘100 days to go’ milestone. A key announcement is that all 116 medal events will be streamed live on HBO Max across Europe, including Italy and Germany for the first time. The Games will also be available on discovery+ in the UK and select other territories.

WBD is constructing a purpose-built, two-floor studio to support its pan-European production. This facility will feature dedicated sets for local language shows in Italy, Germany, Norway, and Poland, hosted by former Olympic athletes. To generate excitement leading up to the Games, WBD is launching new programming, including an ‘Athletes to Watch’ series and a docuseries titled ‘Monuments.’

Recognizing the importance of engaging younger audiences, WBD will also leverage its Looney Tunes IP for a ‘Sports Made Simple’ series of animated shorts, designed to explain various winter sports in an accessible and entertaining way. How will this innovative approach impact viewership among younger demographics?

Explore WBD’s sports coverage here.

Millwall FC and Wiggett Group Strengthen Community Ties

Millwall Football Club has renewed its partnership with Wiggett Group, expanding the agreement to include headline sponsorship of the Millwall Community Trust. The expanded collaboration will prioritize employability initiatives, offering workshops on interview preparation and workplace readiness to support local residents in finding employment.

Wiggett Group staff will actively volunteer at Trust projects and participate in employment fairs, providing apprenticeships and full-time roles to Trust participants. As part of the deal, Wiggett Group branding will be prominently displayed around the Community Trust building and on the front of several Trust age-group and disability team kits.

Wiggett Group, a UK-based construction company with over 40 years of experience in mechanical, electrical, and property services, operates from offices in Brentwood, Essex, Dublin, and Leicester.

Luke Wilson, Chief Commercial Officer at The Den, commented, “The relationship with Wiggett Group dates back over a number of years now, so it is fantastic to not only be able to continue this, but to now also extend their support to the Trust, too. In addition to their hugely valuable financial support, the initiatives they work on with the Trust and club directly will make a real difference to local people, through their support developing interview and employment skills or through placements with Wiggett directly.”

Discover more about the Millwall Community Trust here.

The Growing Intersection of Sport and Social Impact

These recent developments highlight a growing trend within the sports industry: an increasing emphasis on social responsibility and community engagement. From tackling youth violence to promoting inclusivity and sustainability, sports organizations are recognizing their potential to be powerful forces for positive change. This shift is driven by a combination of factors, including growing consumer expectations, increased pressure from stakeholders, and a genuine desire to make a difference.

The partnerships announced this week demonstrate the diverse ways in which sports organizations are contributing to society. Global’s commitment to Team GB extends beyond mere sponsorship, providing a platform to amplify the stories of athletes and inspire audiences. The Mayor of London’s collaboration with football clubs addresses a critical social issue, leveraging the power of sport to engage and support young people. And WBD’s innovative broadcast plans aim to make the Olympics more accessible and engaging for a wider audience.

Frequently Asked Questions About These Sports Partnerships