Nottingham Forest has partnered with performance nutrition technology company Hexis for the 2026/27 season, integrating real-time 24/7 personalized nutrition and recovery support into their performance programme to help players optimise their nutrition around training and competition while supporting recovery.
Fantasy & Market Impact
- Player Availability: Enhanced 24/7 recovery metrics via Hexis integration aim to support recovery.
- Squad Rotation: Real-time workload adaptation provides recommendations which adapt in real time to individual athletes.
- Commercial Growth: Elite football adoption of specialized nutrition platforms highlights Hexis’ growing presence across elite football.
Fueling the Campaign: Forest’s Hexis Integration
Nottingham Forest has turned to data-driven nutritional architecture. The agreement places Hexis’ science-backed platform directly into the club’s performance program for the 2026/27 season. Unlike static meal plans, the technology provides round-the-clock recommendations that adapt in real time to individual athletes.
The system is built to respond to the demands placed on individual players across the season. By providing personalised support, the club aims to accelerate recovery and optimise performance.
“By integrating our science-backed platform, Nottingham Forest are equipping their players with 24/7 personalised nutrition & recovery support that adapts in real time, helping optimise performance and accelerate recovery across a demanding season,” Hexis stated upon the announcement, praising the club’s “ambition, heritage, and a relentless focus on maximising player potential.”
Building Industry Pathways Through LMEd
Beyond the pitch, the business of sport is expanding its educational footprint. London Marathon Events (LME) has launched a new education business, LMEd, designed to develop the next generation of sports event professionals.
The initiative’s first partnership is with South Thames Colleges Group to deliver a Level 4 HNC in Sports Event Management starting in October 2026. Tailored for individuals aged 18 to 25 seeking an alternative to university, the curriculum covers operations, customer experience, commercial strategy, and innovation.
“South Thames Colleges Group (STCG) is proud to partner with London Marathon Events to launch this first-of-its-kind Level 4 Sports Events Management HNC,” said John O’Shea, Executive Principal of South Thames Colleges Group. He noted that the collaboration offers students access to real-world experience working alongside industry professionals at the heart of major live events.
Hugh Brasher, CEO of London Marathon Events, emphasized the broader labor market context: “At a time when employment opportunities for young people are scarce, our industry continues to thrive. Through high-quality training and hands-on learning, we hope many graduates of these programmes will go on to build successful careers and play a key role in delivering world-class events in the years ahead.”
Wimbledon’s Stance on Creator Culture for 2027
In tournament administration, the All England Club has confirmed it will not offer a dedicated accreditation category for influencers in 2027. Instead, tournament organisers will maintain traditional media access pathways while tightening conditions of entry to exclude disruptive items such as ring lights.
The policy adjustment arrives in the wake of disruption at the 2026 US Open, where roughly 100 content creators were reportedly given official accreditation. That integration prompted interruptions that forced players such as Naomi Osaka and Coco Gauff to ask spectators to observe tennis etiquette.
While properties like the US Open have increasingly incorporated creators into its media operation, Wimbledon is prioritizing the protection of players from disruption around matches.
Executive Movements and Strategic Growth
On the commercial agency side, Sid Lee Sport has appointed Peter Wilson as Head of Strategy. Wilson brings more than 20 years of advertising, brand strategy and sports marketing experience, spanning major properties such as the London 2012 Olympic and Paralympic Games, Formula E, and the 2026 FIFA World Cup.
Reporting to Managing Director Mike Grumbridge, Wilson will lead strategic direction across the agency’s client portfolio. Grumbridge noted, “Peter is quite simply one of the sharpest minds in the industry. He brings that rare combination of strategic rigour, creative instinct and genuine experience in sport, technology and culture.”
Reflecting on his new role, Wilson added, “Sports marketing offers us a unique privilege because we get to contribute to the joy of one of the last remaining monocultures. I love the challenge this presents, to connect our partners to fans in ways that build fame and effectiveness.”
Restructuring the England Women’s Setup
In international cricket, the England and Wales Cricket Board (ECB) has named former Australia international Leah Poulton as the new Managing Director of England Women, effective November. Poulton succeeds Clare Connor, who departs after an 18-year career with the governing body.
Prior to joining the ECB, Poulton spent six years at Cricket New South Wales acting as Head of Elite Female Cricket, where she directed performance operations for two Women’s Big Bash League franchises, state-level cricket, and the organisation’s female talent pathway. Her responsibilities at the ECB will encompass England Women, England Women A, and England Women U19s, as well as the broader women’s high-performance pathway; in this capacity, she will collaborate alongside Head Coach Charlotte Edwards and captain Nat Sciver-Brunt as the squad readies itself for the 2027 ICC Women’s Champions Trophy and the Women’s Ashes.
ECB Chief Executive Officer Richard Gould stated, “I’m delighted to welcome Leah on board to help us build on this and take us to the next level. She has a deep understanding of international cricket from her playing career and has built an impressive reputation in her time in administration.”
| Organization | Appointee | Role | Key Focus / Context |
|---|---|---|---|
| Sid Lee Sport | Peter Wilson | Head of Strategy | Strategic direction across client portfolio and agency growth strategy. |
| ECB | Leah Poulton | Managing Director of England Women | Performance of England Women, England Women A, England Women U19s, and high-performance pathway. |
| London Marathon Events (LMEd) | South Thames Colleges Group | Education Partner | Level 4 HNC in Sports Event Management launching October 2026. |
| Nottingham Forest | Hexis | Performance Nutrition Partner | 2026/27 season real-time 24/7 nutrition and recovery support. |
From nutritional science at Nottingham Forest to administrative restructuring at the ECB and strict operational boundaries at Wimbledon, sports organizations continue to adapt to modern pressures.
Disclaimer: The fantasy and market insights provided are for informational and entertainment purposes only and do not constitute financial or betting advice.
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