Industry Shorts: Birmingham 2022, Footballco, UEFA

27 Jul 2021

By: Sport Industry Group

The Birmingham 2022 Commonwealth Games has appointed volunteer and workforce scheduling software company Rosterfy as the Official Workforce Management Systems Provider for the Games.

The technology provided by Rosterfy will support the 13,000 volunteers required to deliver the event - such as that on the Gold Coast in 2018 (pictured above). The company, meanwhile, will deliver an end-to-end solution to provide a 'more connected, consistent and engaging experience' for volunteers across a diverse range of backgrounds.

Rosterfy has served in a similar role across recent events including UEFA EURO 2020, the Super Bowl, and Dubai Expo 2020. Meanwhile, Birmingham 2022 will welcome around 4,500 athletes to the West Midlands next summer.


Footballco has appointed former COPA90 Editorial Director Tom Brandhorst as Creative Director.

Brandhorst began his career with Holler before it was acquired by Publicis Groupe in 2011, working on clients including Mercedes-Benz, Old Spice, and McDonalds. He then worked on campaigns for Adidas, Puma, EA SPORTS, and Budweiser at COPA90.

At Footballco, Brandhorst will report to Executive Creative Director Pete Liffen, who joined in April after leaving Publicis Poke where he was Creative Director.


UEFA has announced workwear and utility brand, Engelbert Strauss as a new partner for its UEFA Europa League and UEFA Europa Conference League.

The news marks the first time that Engelbert Strauss has become an Official Partner of a UEFA competition, and the deal will last until 2024.


Bristol Sport has appointed former Ben Latty as Group Commercial Director.

He joins Bristol-based group after nearly a decade with Premier League side Liverpool, where he served as Vice President, Global Partnership Sales. Prior to that, he worked with fellow Premier League sides Chelsea and Fulham, as well as the NBA.

Bristol Sport includes then Bristol City men's and women's football teams, the Bristol Bears men's and women's rugby teams, and the Bristol Flyers Basketball team. 


Bruin Capital has acquired a controlling interest in golf simulator company Full Swing.

The deal will see North Castle Partners remain a shareholder in the business and the partnership will ams to accelerate Full Swing's global expansion and the introduction of new consumer products and gaming businesses in golf and other sports. 

The brand currently has long-term partnerships with the PGA TOUR and the Golf Channel, while it also provides simulators to Topgolf Swing Suites in the US.


Wigan Warriors have announced a new multi-year partnership with The Turmeric Co, which will see the brand provide range of its products to the Betfred Super League club, which will integrate the brand into its high-performance programme to aid player nutrition and recovery.

The Turmeric Co, founded by former West Brom and Wales international footballer Thomas Hal Robson-Kanu, is a growing presence in elite sport, having signed deals with Leicester Tigers, Sale Sharks, and newly-promoted Premier League side Brentford.