Former England international Ashley Young has signed with sports communication agency Soapbox to manage his PR and social media activity ahead of his punditry role with Sky Sports for the 2026/27 Premier League season.
Fantasy & Market Impact
- Commercial Roster Strength: Soapbox expands its talent portfolio—which already includes names like Anthony Joshua, Luke Littler, Billy Monger, and Karen Carney—further cementing its position in athlete PR management.
- Governing Body Rebranding: World Tennis’s two-year apparel deal with Swiss sportswear brand Fourteen establishes a unified visual identity following its June 2026 rebrand from the International Tennis Federation (ITF).
Ashley Young Joins Soapbox for Sky Sports Punditry Era
Following his retirement from professional football, former Premier League winner Ashley Young is preparing for the next phase of his career in the television studio. Soapbox secured the former Manchester United and Aston Villa defender to manage his PR and social media activity. Young will continue working with his long-term commercial agent, Nicola Nolan at Belmont Sports & Entertainment, to build his public profile ahead of the 2026/27 Premier League season.
“Talent is the foundation that we built Soapbox on and continues to be a core focus for us as we grow,” said Andy Bell, Co-Founder of Soapbox. “Working with someone of Ashley’s stature in the game is an absolute honour and a testament to the trust he’s put in our team. He’s at a really exciting stage of his career having achieved what most can only dream of on the pitch.”
Executive Transitions at Lancashire Cricket and Global Sports Partnerships
In county cricket, Lancashire Cricket has appointed Richard Kenyon as its new Chief Executive Officer. Kenyon joins the club from Nottinghamshire County Cricket Club, where he also served as CEO. He steps in to succeed Daniel Gidney, who announced his retirement following a 14-year tenure. Kenyon brings extensive leadership experience, including a decade-long spell at Everton Football Club as Chief Commercial and Communications Officer.
“I am deeply honoured to be appointed Chief Executive Officer of Lancashire Cricket,” Kenyon noted regarding his appointment. Dame Sarah Storey, Chair of Lancashire Cricket, added that Kenyon emerged as the outstanding candidate from an exceptionally strong field following a thorough search process.
Meanwhile, in international racquet sports, World Tennis signed a two-year apparel partnership with Swiss sportswear brand Fourteen. Following the organization’s rebrand from the International Tennis Federation in June 2026, Fourteen will supply bespoke garments—including t-shirts, polos, shorts, and jumpers—for tournament umpires, officials, event staff, and coaches globally.
Infrastructure and Betting Data Expansions Across Leagues
Football infrastructure updates also continue at the club level, with Birmingham City agreeing to a partnership with climate control brand Haier. Haier becomes the League One club’s official heating, ventilation, and air conditioning partner, upgrading its facilities and executing commercial activations.
“We’re pleased to welcome Haier to Birmingham City as our Official HVAC Partner,” stated Jeremy Dale, CEO at Birmingham City Football Club. Bob Cowlard, CEO at Haier HVAC Solutions, emphasized the brand’s commitment to sustainable climate solutions within the region’s evolving Sports Quarter.
On the international federation front, the World Baseball Softball Confederation (WBSC) secured an exclusive global betting data and streaming partnership with sports technology provider FeedConstruct. The agreement grants FeedConstruct the rights to distribute low-latency live streams and real-time data to international sportsbook operators, capitalizing on baseball’s high-frequency, stat-driven nature for in-play betting markets.
| Organization / Entity | Partner / Appointee | Sector / Nature of Agreement |
|---|---|---|
| Ashley Young | Soapbox | PR, Social Media, and Sky Sports Punditry Management |
| Lancashire Cricket | Richard Kenyon | Chief Executive Officer Succession |
| World Tennis | Fourteen | Two-Year Official Global Apparel Partnership |
| Birmingham City FC | Haier | Official HVAC and Facilities Partner |
| WBSC | FeedConstruct | Exclusive Global Betting Data and Streaming Distribution |
