UK business management platform Tide has appointed England rugby internationals George Ford and Natasha 'Mo' Hunt as its inaugural sports ambassadors in year-long partnerships.
Both athletes are Tide members who run their own businesses alongside demanding professional rugby careers. Ford owns Kobe Coffee in Saddleworth, while Hunt co-owns MOZO Coffee in Gloucester, joining approximately 800,000 business owners on the platform that now supports over 14% of UK small businesses.
Balancing Elite Sport and Entrepreneurship
The partnerships highlight the shared characteristics between athletes and entrepreneurs—discipline, resilience, and adaptability under pressure. Ford will feature in Tide's upcoming television advertising campaign, while both ambassadors will participate in digital campaigns, social media activities, and in-person events with Tide members.
"Running Kobe Coffee alongside my rugby career has given me real appreciation for keeping admin simple and costs under control," Ford explained. "Opening a Tide business account was quick and easy. It's helped save me time and money from day one, which makes a real difference when juggling multiple demands."
Hunt, a double Rugby World Cup winner, emphasized the importance of efficient business tools when managing a busy schedule. "Every spare minute counts when you're running a coffee shop and competing professionally," she said. "Having the right tools like Tide makes a huge difference managing cash flow, suppliers, and customers. I'm excited to work with Tide to encourage more women to take the leap into entrepreneurship."
Promotional Activities for Members
To celebrate the partnerships, Tide will run promotional activities for both new and existing members, including prize draws for signed merchandise and special opportunities for current account holders.
Aiste Krevneviciute, VP of Marketing at Tide, commented: "Mo and George represent the discipline, resilience, and entrepreneurial mindset we see across our member community. Athletes and entrepreneurs share common DNA—commitment, adaptability, and the grit to perform when it matters most. As Tide members, they're a natural fit for the platform."
The year-long collaborations will include TV, out-of-home, digital, and social campaigns showcasing the realities of running small businesses alongside elite sporting careers.