Quarterly Newsletter | Q2, 2025 Edition
Keeping You Ahead of the Game in Sport, Media and Entertainment
What's new at TVX?
We’re proud to have supported
AG1, the daily foundational nutrition brand, in securing a multi-year partnership with
England Rugby. The deal sees AG1 become England Rugby's new Official Daily Nutrition Supplement Partner, supporting both the men's and women's players in a powerful alignment built on shared values around elite performance, health, and long-term wellbeing.
This partnership represents a growing shift in the sponsorship landscape, whereby health-focused brands are embedding deeper into high-performance environments with purpose and credibility.
See more here: AG1 x England Rugby
Also, in this quarter:
- We have continued our work with DAZN, brokering a sub-license deal with Paramount for the upcoming FIFA Club World Cup. The new-look club competition, which features 32 teams from across the globe, kicks off in Miami later this month on June 14th.
- TVX has welcomed Jake Serlin as our new Partnerships Executive. Jake will support rights owners and brands to navigate the dynamic world of sponsorship, supporting on commercial strategy and sponsorship development.
Industry Intel
Can New HFSS Rules Actually Help Sponsorship Evolve?
In a post-COVID world of budget scrutiny and rising fan expectations, rights holders can’t afford to ignore the looming impact of HFSS (High Fat, Salt, Sugar) advertising restrictions. From late 2025, UK legislation will further limit the marketing of HFSS products in digital and TV environments, with major implications for sports partnerships.
Rather than seeing this as a sponsorship constraint, leading brands are using HFSS as a moment to reset, shifting their portfolios, storytelling, and brand engagement around healthier products. Rights holders, meanwhile, must now demonstrate clearer alignment with wellness, lifestyle and long-term value as they look to deliver greater relevance and credibility.
This isn’t the end of the road for FMCG brands in advertising - it’s a chance to evolve. As restrictions tighten, brands have an opportunity to rethink how they engage audiences and reimagine what impactful partnership really looks like in a changing consumer landscape.
Access the full TVX x Luscid HFSS White Paper here
Partnership Spotlight
Reebok Returns to English Football with Charlton Athletic
Global sporting goods brand Reebok has made its first return to English football in 13 years through a new multi-year partnership with newly promoted Championship side Charlton Athletic, bringing an end to Charlton's association with Castore, who had produced the club's kits since 2022. As official kit supplier, the deal blends Reebok’s sporting heritage with Charlton’s community-first ethos.
For Reebok, who had been Bolton's official kit supplier and stadium sponsor for 20 years up until 2014, this isn’t just a nostalgic comeback; it’s a modern re-entry into the English football space through a values-aligned, culture-conscious club.
This partnership gives them storytelling equity with a new generation, while Charlton unlocks commercial scale and fan excitement as they enter a new chapter and fight to become a sustainable Championship club.
Open for Partnership
Building on their success from Paris 2024, TVX are honoured to be supporting British Triathlon as they look to bring new commercial partners on board. The opportunity speaks for itself:
- Align with a health-conscious, values-led, and performance-driven audience;
- Nearly 2 million people actively following triathlon in the UK;
- 79% of fans fall within the ABC1 demographic | 92% are environmentally conscious;
- A unique opportunity to activate around sustainability, wellbeing, and Olympic pathways.
Think your brand fits here? Let's Talk
