Browsing: partnership

September 24, 2025 | Paul Stimpson

Table Tennis England is teaming up with Cloudathlete to transform our members†experience and launch the sport into a bright digital future.

Following a thorough tender process, Sheffield-based Cloudathlete has been appointed as partner for our membership platform and wider digital services.

The Cloudathlete platform will replace the existing Sport:80 system from the start of the 2026/27 membership season, with a full go-live planned for July 2026.

Cloudathlete is developed by Rocca, an existing and trusted supplier who already provide Table Tennis England with the TT Leagues and TT Clubs platforms. This continuity gives us confidence as we embark on this significant step forward in our digital journey.

What will the partnership do?

• deliver a much-improved experience for members, making it easier to join, renew and engage with the sport
• introduce a modern competition management system, giving players, clubs and tournament organisers a better way to organise and participate
• provide stronger integration across platforms, reducing duplication and creating a single view of our members and activities
• enable smarter communications, with more personalised and timely updates for different audiences
• offer data-driven insights, helping us understand participation trends and make better-informed decisions
• create a foundation that can evolve, supporting future growth and innovation in the sport

Table Tennis England CEO Sally Lockyer said: “This marks the start of a journey that will reshape how we connect with our players, volunteers, clubs and fans.

“Itâ€s not just about new systems – itâ€s about building the foundations to support every level of the game and set us up for the future.â€

Marc Rocca, CEO of Cloudathlete, said: “Weâ€re proud that Cloudathlete has been selected to deliver Table Tennis Englandâ€s new unified digital platform.

“This project will bring together membership, competitions, rankings, clubs and events into one connected system – making the experience simpler and more engaging for players, volunteers, and fans.

“By replacing multiple legacy systems with a single, modern platform, weâ€re helping the sport become more accessible, more data-driven and better connected from grassroots through to elite level.

“For us, this is about giving table tennis a digital foundation that can power growth and innovation for years to come.â€

We will keep members up to date with progress in the coming months.

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Newcastle United have unveiled a major new global partnership with Guinness, bringing together two instantly recognisable names with passionate followings across the world.

The deal will see the world-famous Irish stout – alongside Guinness 0.0 – poured throughout St. James†Park, from the concourses to hospitality lounges, giving Magpies fans a fresh matchday ritual to enjoy.

Guinness had already shown early support for the Toon Army this summer, backing the clubâ€s exclusive fan event in South Korea during their pre-season tour.

Over 250 supporters joined Newcastle players and legends for an afternoon of entertainment, giveaways, and, naturally, a few pints – a celebration of the black-and-white faithfulâ€s spirit, whether at home or on the other side of the globe.

Guinness is a universally adored drink. / NUFC

Newcastle United’s Chief Commercial Officer, Peter Silverstone, said: “Newcastle United and Guinness are two iconic global brands that were destined to unite. They will help us deliver unforgettable experiences for supporters in Newcastle and across the globe.”

Somnath Dasgupta, Marketing Director Global Sports Partnerships at Guinness, added: “Newcastle United is a famous one-city club with a passionate fanbase that transcends geographies to reach into all corners of the world. We are incredibly excited to further scale and deepen our association in football, and kick-off new rituals with the Geordie faithful worldwide.”

From the Gallowgate End to Guinness fans worldwide, the partnership promises to blend football and stout into something special.

How Newcastle Brown Ale will feel about it though… well, thatâ€s a conversation best had over a pint.

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ThePremier League is set to introduce a new LGBTQ+ inclusion campaign after ending its partnership with Stonewall, the charity behind the widely recognised Rainbow Laces initiative.

Stonewallâ€s Rainbow Laces campaign, launched in 2013, became a fixture across English football, with players from all Premier League clubs wearing rainbow-coloured laces and captains donning rainbow armbands to promote acceptance and equality. The campaign aimed to support LGBTQ+ rights and foster inclusivity among fans and young people.

After over a decade of collaboration, the league will now lead its own campaign, timed to coincide with LGBTQ+ History Month in February, The Telegraph report.

“Rainbow Laces has benefited from a wide range of partners with a natural ebb and flow reflecting cultural and sporting changes,” a Stonewall spokesperson told BBC Sport.

“Alongside other sporting bodies the FA has been instrumental in advancing LGBTQ+ inclusion at the grassroots level and more recently the Women’s Super League has taken up the mantle as the women’s game has grown – enabling Rainbow Laces to reach more diverse audiences.”

Despite Stonewall’s efforts, recent reports from Kick It Out reveal an alarming increase in discriminatory incidents in football, including rises in sexism, transphobia and faith-based abuse, with racism continuing to be the most prevalent issue.

Controversies around players†attitudes to rainbow armbands have also made headlines. Last season, Ipswich captain Sam Morsy declined to wear one due to religious beliefs, while Crystal Palaceâ€s Marc Guéhi faced criticism for personalising his armband with the phrase “I Love Jesus.â€

Additionally, Manchester United scrapped plans for LGBTQ+ support jackets after a player refused to participate.

Marc Guehi caused controversy with his captain’s armband last season. / Richard Pelham/GettyImages

With no openly gay or bisexual players currently in the Premier League, and the surge in discriminatory incidents, some question the timing of the split from Stonewall – an organisation highly respected for its work in LGBTQ+ advocacy.

Details of the Premier Leagueâ€s new campaign are still under wraps, but as the league presses “reset,†thereâ€s hope it will introduce a meaningful and effective initiative that advances equality rather than undermines it.

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