Norwich City and Ultimate Sevens Showcase Historic Rugby Shorts in Test Twenty

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October 18, 2025

Sports Industry Sees Surge in partnerships and New league Launches

The sports world is abuzz with new commercial agreements, innovative league launches, and pivotal leadership appointments. From football to rugby, cricket to cycling, and advertising agencies, key developments are reshaping the landscape of professional sports, signaling a dynamic period for the industry.

Norwich City Forges Energy Partnership

Norwich City Football Club has announced a significant partnership with Macbrook Gas, designating the UK-based heating and insulation company as a primary partner.The collaboration aims to raise awareness around energy efficiency and sustainable practices within the community. Macbrook Gas, operating from Norfolk and Liverpool, recently opened a training facility for apprenticeships in the heating, plumbing, and electrical sectors.

Ed Turnham, Norwich City Head of Commercial, emphasized the shared commitment to sustainability and community engagement. The partnership will prominently feature the Macbrook Gas brand at Carrow Road,the club’s home stadium with a capacity of around 27,000.

Ultimate Sevens Appoints Leadership Team

The newly formed global franchise rugby sevens league, Ultimate Sevens, has tapped Olympian Tom Mitchell, England’s most-capped sevens player, as its Director of Sport & Innovation. Alongside Mitchell, Barney Pascall has been appointed Managing Director, with sports industry veteran Michael Fordham joining as an advisory board member.

Backed by BIA Sports group, investors in Sunderland AFC, Ultimate Sevens will feature seven men’s and women’s franchises competing over seven weeks. Pascall highlighted the league’s ambition to create a world-class sports and entertainment experience, while Mitchell expressed his excitement about reinvigorating the game for players and fans.

Test Twenty: A New Cricket Format Emerges

Sports entrepreneur gaurav Bahirvani has launched Test Twenty, an innovative 80-over cricket format designed to bridge the gap between Test cricket’s strategy and T20’s pace. Each team will play two 20-over innings, with scores carried forward, allowing for potential wins, losses, ties, or draws.

Bahirvani has assembled an advisory board featuring cricket legends AB de Villiers, Sir Clive Lloyd, Matthew Hayden, and Harbhajan Singh. The league plans to launch with six global franchises based in Dubai, London, a US city, and three cities in india, utilizing an AI-powered analytics process to scout young talent through the Junior Test Twenty Championship (JTTC).

Super League Expands with New Teams

York Knights and Toulouse Olympique have earned promotion to an expanded 14-team Super League for the 2026 season, marking the first time since 2014 the competition has featured this many clubs. York secured their place by topping the 2025 Championship table, while Toulouse won promotion after defeating York in the Championship Grand Final.

An independent panel, overseeing the selection process, evaluated clubs on financial performance, sustainability, and competitive viability. Lord Jonathan Caine, chair of the panel, praised both clubs as “worthy and deserving additions” to the league.

WING Agency Announces Leadership Restructure

London-based sports and branded content agency WING, a subsidiary of Little Dot Studios, has completed its senior leadership team following a period of growth and recognition.Molly Brooks joins as Head of Production, alongside Creative Director Damien Reeves and Executive Producer Owen Cox, led by Founder and Executive Creative Director will Ingham and Chief Operating Officer Tessa Ingham.

WING recently received accolades at the 2025 Campaign Brand Film Awards, including Agency of the Year and Production Company of the Year, for projects with clients such as Mercedes-AMG Petronas Formula One Team and Google.

INEOS Grenadiers Extend Pinarello Partnership

professional cycling team INEOS grenadiers has extended its long-standing partnership with Italian bike manufacturer Pinarello for another three years. The collaboration, dating back to 2010, has yielded numerous Grand Tour successes, World Championships, and Hour Records. Fausto Pinarello, President of Pinarello, expressed delight at continuing the partnership, citing their shared achievements.

Here’s a quick overview of the recent partnerships:

Partnership	Details
Norwich city & Macbrook Gas	Macbrook Gas becomes a primary partner, focusing on energy efficiency initiatives.
Ultimate Sevens Leadership	Tom Mitchell appointed Director of Sport & Innovation, barney Pascall as Managing Director.
INEOS Grenadiers & Pinarello	Partnership extended for another three years, continuing a successful collaboration.

Did You Know? The sports industry is projected to generate over $600 billion in revenue by 2024, highlighting the significant financial impact of these partnerships and new ventures.

Pro Tip: brands seeking to maximize their impact in sports should prioritize authentic partnerships that align with their values and resonate with the target audience.

The Evolving Landscape of Sports Partnerships

The trend of strategic partnerships in sports reflects a broader shift towards integrated marketing and brand building. Clubs and leagues are increasingly seeking partners who can offer more than just financial support-they want collaborations that enhance fan engagement, promote sustainability, and drive positive social impact. The growth of new leagues and formats, like Ultimate Sevens and Test Twenty, challenges traditional sports structures and opens up new opportunities for innovation and investment.

Frequently Asked Questions

• What is the primary goal of the Norwich City and Macbrook Gas partnership? The partnership aims to promote energy efficiency and sustainability within the community.
• Who is Tom Mitchell and what is his role in Ultimate Sevens? Tom Mitchell, an Olympian and England’s most-capped sevens player, is the Director of Sport & Innovation for Ultimate Sevens.
• What makes Test Twenty different from traditional cricket formats? Test Twenty is an 80-over format that blends the strategy of Test cricket with the fast-paced action of T20.
• why are York Knights and Toulouse Olympique joining Super League? They earned promotion through their performance in the Championship, being selected by an independent panel for the 2026 season.
• What kind of work dose WING agency specialize in? WING specializes in sports and branded content creation, working with high-profile clients like Mercedes-AMG Petronas Formula One Team.

What are your thoughts on these latest developments in the sports industry? Share your opinions in the comments below!

How does the “Test Twenty” event strategically aim to expand Ultimate Sevens’ audience reach?

The Fusion of Football and Rugby: A Unique Collaboration

Norwich City Football Club recently participated in an intriguing crossover event with Ultimate Sevens, a competition focused on a fast-paced, seven-a-side rugby format. The most notable aspect of this collaboration wasn’t the gameplay itself, but the unique attire worn by the Norwich City players: historic rugby shorts. This initiative, dubbed “test Twenty,” aimed to bridge the gap between football and rugby, celebrating the shared heritage and evolving kit designs of both sports. The event generated significant buzz amongst sports fans, football enthusiasts, and rugby supporters alike.

Understanding the “Test Twenty” Concept

“Test Twenty” isn’t just a amiable match; it’s a strategic experiment. Ultimate Sevens is actively working to attract a broader audience, and partnering with a prominent football club like Norwich City is a key component of that strategy. The use of vintage rugby shorts served as a visual representation of this connection, highlighting the ancient roots of sportswear.

Here’s a breakdown of the core elements:

* Hybrid gameplay: The event featured a modified version of rugby sevens, incorporating elements designed to appeal to a football audience.

* Historical Kit Focus: the primary draw was the adoption of classic rugby shorts, harking back to the early days of the sport. These weren’t modern replicas, but genuinely historic rugby garments.

* Cross-Promotion: The collaboration provided a platform for both Norwich City and Ultimate Sevens to reach new demographics.

* Fan Engagement: The event was designed to be highly engaging for fans of both sports, fostering a sense of community and shared passion.

The Significance of Historic Rugby Shorts

The choice of vintage rugby shorts wasn’t arbitrary. early rugby shorts were frequently enough made from heavier, more durable materials – typically cotton or a cotton blend – and featured a distinctive, looser fit compared to modern athletic shorts. These characteristics reflect a different era of sportswear, prioritizing practicality and resilience over the streamlined, performance-focused designs of today.

Key features of these classic rugby shorts included:

* High Waist: Providing greater coverage and comfort.

* Drawstring Waistband: Allowing for a secure and adjustable fit.

* Durable Fabric: Built to withstand the rigors of the game.

* Simple Design: Frequently enough featuring minimal branding or embellishments.

The use of these shorts served as a powerful visual reminder of rugby’s evolution and its influence on sportswear design.It also sparked conversations about the changing aesthetics of sports apparel and the enduring appeal of retro sportswear.

Norwich city’s Role and Player Reactions

Norwich City’s participation was a calculated move, demonstrating the club’s willingness to embrace innovative concepts and engage with different sporting communities. While the players initially expressed some curiosity about the unfamiliar attire, they quickly adapted to the vintage shorts. Reports suggest that the heavier fabric and looser fit took some getting used to, but ultimately didn’t considerably impact their performance.

Player feedback highlighted:

1. Novelty: The experience of wearing historic sportswear was a unique and memorable one.
2. Comfort: Despite the heavier fabric, the shorts were generally considered comfortable.
3. Historical Gratitude: Players expressed an increased appreciation for the history of rugby and sportswear.

Ultimate Sevens: Expanding the Rugby Audience

Ultimate Sevens is actively working to modernize the game of rugby sevens, making it more accessible and appealing to a wider audience. The “Test Twenty” event with Norwich City is a prime example of this strategy. By collaborating with a well-known football club, Ultimate Sevens aims to:

* Increase Brand Awareness: Reach a new demographic of potential fans.

* Promote the Fast-Paced Format: Showcase the excitement and dynamism of rugby sevens.

* Attract Sponsorship Opportunities: Enhance the league’s commercial viability.

* Drive Ticket Sales: Boost attendance at Ultimate Sevens events.

The league is also exploring other innovative concepts, including rule changes and enhanced broadcast coverage, to further enhance the fan experience. This includes focusing on rugby sevens highlights and creating more engaging rugby content.

The Future of football-Rugby Crossovers

The Norwich City and Ultimate Sevens collaboration could pave the way for future crossovers between football and rugby. Potential avenues for exploration include:

* Joint Training Sessions: allowing players from both sports to learn from each other.

* Charity Matches: featuring combined teams of football and rugby players.

* Kit Design Collaborations: Creating limited-edition sportswear that blends elements of both sports.

* Cross-Promotional Campaigns: Leveraging the reach of both sports to promote each other.

These initiatives could help to foster a greater sense of camaraderie between the two sporting communities and unlock new opportunities for growth and innovation. The success of this event demonstrates the potential for sports marketing and brand partnerships to create unique and engaging experiences for fans.