Crufts, Man City & Jill Scott: Latest Sports Partnerships & Sponsorships – February 2026
Recent developments across several sporting and commercial sectors reveal a dynamic landscape of partnerships and technological advancements. From broadcasting rights for a prestigious canine event to athlete-backed initiatives promoting grassroots nutrition and strategic collaborations aimed at enhancing performance and wellbeing, the sports industry continues to evolve.
Crufts Broadcast Deal Extended
The Royal Kennel Club and Sunset+Vine have agreed to a new four-year deal to continue broadcast coverage of Crufts, the renowned dog show. Sunset+Vine has been a partner since 2009, and has broadcast Channel 4’s coverage since 2010. Starting in 2026, the agreement will encompass 17 hours of programming for Channel 4 and More4, alongside 11 hours of daily live streaming on YouTube.
The 2026 broadcast will feature Claudia Winkleman joining Clare Balding, Ellie Simmonds, and Radzi Chinyanganya as presenters. Innovatively, the production will incorporate Ray-Ban Meta AI glasses to provide on-site perspectives. The world feed will also be distributed to ELTA in Taiwan for the first time.
Manchester City and Silentnight Partner for Performance
Manchester City have announced a new partnership with UK sleep brand Silentnight, designating them as the club’s official sleep partner. Silentnight will supply mattresses and toppers to The Medlock, a Radisson Blu Hotel currently under development. The collaboration will extend to joint marketing and product initiatives focused on improving sleep for both fans and hotel guests.
Kaitlyn Beale, Vice-President of Global Partnership Sales, City Football Group, stated that Silentnight shares Manchester City’s commitment to innovation and delivering high standards of performance.
Grassroots Football Receives Nutritional Boost
Former England international Jill Scott has partnered with M&S Food to launch an initiative aimed at improving nutritional advice within grassroots football. Scott visited Reddish North End FC in Stockport, cooking with club staff and refereeing a match to emphasize the importance of balanced diets. Research by M&S Food revealed that 31% of grassroots coaches would welcome nutritional training, yet only 15% currently feel comfortable providing guidance.
M&S Food has developed affordable recipe ideas for clubs, complementing the FA’s ‘The Greater Game’ programme. Jill Scott emphasized the importance of nutritional advice, noting how it contributed to her longevity with the England team.
Loughborough University Extends Partnership with SiS
Loughborough University has extended its three-year partnership with performance nutrition brand Science in Sport (SiS) for another three years. SiS will continue as the official nutrition partner, supporting athletes across the university’s sporting ecosystem. The partnership includes support for the men’s rugby and football teams, as well as the Loughborough International Athletics event.
The collaboration also provides opportunities for student placements, internships, and future research and development, with athletes involved in product testing.
Rugby Canada Modernizes with PlayHQ
Rugby Canada has partnered with sports technology company PlayHQ to modernize grassroots rugby operations and support participation growth. The PlayHQ platform will consolidate player registration, competition management, payments, and live scoring. This integration is intended to reduce administrative burdens for clubs across Canada.
The platform will provide real-time analytics to track player retention, talent pathways, and support provincial funding requirements. Automated compliance tracking will manage blue cards, incident reporting, and concussion protocols. Implementation is scheduled ahead of the 2026 season.
Frequently Asked Questions
What is the duration of the new Crufts broadcast deal?
The new deal between The Royal Kennel Club and Sunset+Vine is for four years.
What role will Silentnight play in its partnership with Manchester City?
Silentnight will be the club’s official sleep partner and will supply products to The Medlock, a Radisson Blu Hotel.
What percentage of grassroots coaches would welcome nutritional training, according to M&S Food’s research?
31% of grassroots coaches would welcome training to offer nutritional advice.
As these partnerships and technological integrations demonstrate, the sports industry is increasingly focused on optimizing performance, enhancing fan engagement, and supporting development at all levels.