Maro Itoje, captain of England and Saracens and of the 2025 British & Irish Lions, has signed a two-year deal with nutrition brand AG1 to become a member and athlete ambassador. The partnership launches with a campaign titled “The foundation of a captain,” which follows Itoje’s daily life across rugby, his cultural interests and his family.
Fantasy & Market Impact
- Endorsement Portfolio Growth: The multi-year agreement reinforces Itoje’s commercial footprint.
- Broadcaster Visibility: The rollout includes digital film releases, longform press, and podcast content across multiple social media channels.
- Sector Expansion: AG1 solidifies its high-performance athlete roster, adding the 2025 British & Irish Lions member to a stable that already includes international rugby union partnerships.
The Launch of “The Foundation of a Captain”
The partnership kicked off with the release of the first film, titled “Take One,” distributed via Itoje’s and AG1’s social media channels. Further content is scheduled over the coming months, including an edition of the brand’s “Morning Person” format, press features, podcast appearances, and a UK-based events programme. According to AG1, Itoje was already a daily user of the product prior to the finalization of the contract. He was initially invited to a brand dinner earlier in the year hosted by Chief Executive Officer Kat Cole, International President Tim Harrington, and long-term partner Dr Rangan Chatterjee.
The agreement expands AG1’s footprint in rugby union. The brand already maintains official partnerships with the national teams of England, Ireland, and Australia, while also working with Swansea City and athletes such as three-time world surfing champion Mick Fanning.
Away from the pitch, Itoje’s commercial and intellectual interests span multiple sectors. He founded the Akoje Gallery, which champions African, Caribbean, and diasporic artists, holds a politics degree from SOAS, University of London, and earned an MBA from Warwick Business School. He also funds educational opportunities for disadvantaged children through the Pearl Fund and hosts the Power & Purpose podcast.
Tim Harrington, International President of AG1, addressed the signing by stating, “Maro embodies exactly what we look for in a partner – someone who lives our product, not just endorses it. His story, on and off the pitch, is proof that consistency compounds. We’re proud to help him tell it.”
Commenting on the partnership, Itoje said, “Whether it’s rugby, art, or philanthropy – I’ve always believed success is built through consistency, by doing all the little things well, time and time again. AG1 gives me the boost to do that in all the important areas of my work and life.”
Broadcasting Netball Aid on ITV
In broader UK sports business developments, ITV has secured the official broadcast rights for Netball Aid, the celebrity charity netball event returning to the Utilita Arena Birmingham on 15th November. The broadcaster will produce a 90-minute show covering the preview, match, and post-match review for ITVX, alongside a 30-minute highlights programme slated for ITV4.
Now in its second edition following its 2025 launch, the event raises funds for Shelter, a housing charity that campaigns on behalf of vulnerable women and children. The celebrity lineup features Olympic champions Dame Denise Lewis, Dame Laura Kenny, and Jade Jones, alongside former England rugby captain Chris Robshaw, 2026 Apprentice winner Karishma, Capital Breakfast host Sian Welby, and 2026 Love Island contestant Ellie Chadwick.
Three matches will fill the arena schedule. The day opens with an Invictus fixture supporting the Invictus Games Foundation. England Men’s Netball then face the Birmingham Basketball Rockets in the “Battle of the Balls” to mark 100 years of netball, before the headline celebrity match begins at 3pm.
Alison Akinrinlola, Co-Founder of Netball Aid, noted the significance of the broadcast agreement, stating, “We are delighted to have ITV on board as our official broadcaster. ITV is home to some of the biggest moments in British sport and entertainment, and to have a partner of that calibre championing Netball Aid is a dream come true.” She added, “Their team has shared our passion from the very first conversation and we couldn’t ask for a better partner to bring Netball Aid into homes across the country.”
Executive Appointments at UK Sport and Scottish Rugby
At the governance level, Scott Smith, Chief Financial Officer at Six Nations Rugby, has been appointed to the UK Sport Board by the Secretary of State for Digital, Culture, Media and Sport. His four-year term begins on 1st November. Smith brings extensive finance, governance, and commercial strategy experience, having spent the last four years sitting on UK Sport’s Group Audit and Risk Committee.
Professor Nick Webborn, Chair of UK Sport, welcomed the appointment: “Scott has already made a valuable contribution through our Group Audit and Risk Committee, and his insight will further strengthen the Board as we continue to support Olympic and Paralympic success and deliver impact through major sporting events across the UK. I look forward to working with him in the years ahead.”
Meanwhile, Scottish Rugby has confirmed the permanent appointment of Dave Butcher as Head Coach of Scotland Women. Butcher had managed the side on an interim basis since the summer, including their campaign through the WXV Global Series. He initially joined the coaching staff as Forwards Coach for the 2026 Guinness Women’s Six Nations before stepping into the top role.
| Organization / Event | Key Figure / Appointee | Role / Significance |
|---|---|---|
| AG1 Partnership | Maro Itoje | Captain of England and Saracens and of the 2025 British & Irish Lions signs two-year athlete ambassador deal. |
| Netball Aid (ITV) | Alison Akinrinlola (Co-Founder) | Charity event broadcast across ITVX and ITV4 supporting Shelter. |
| UK Sport Board | Scott Smith | Six Nations Rugby CFO begins four-year term on 1st November. |
| Scotland Women | Dave Butcher | Appointed permanent Head Coach following interim tenure through WXV. |
David Nucifora, Performance Director at Scottish Rugby, outlined the rationale behind Butcher’s appointment: “Throughout a thorough appointment process, Dave demonstrated the coaching and leadership qualities we believe are important in taking the national team forward. His experience and collaborative approach give us confidence in his ability to lead the team.”
