George Ford and Natasha ‘Mo’ Hunt become Tide’s first ever sports ambassadors.
Year-long partnerships, including upcoming TV, out-of-home, digital and social campaigns.
To celebrate the partnerships, new and existing Tide members can win signed memorabilia.
London, UK - 19 February 2026: Tide, the UK’s leading business management platform, has signed international rugby stars George Ford and Mo Hunt as ambassadors in new long-term partnerships.
George, owner of Kobe Coffee in Saddleworth, and a Tide member, joins around 800,000 business owners on the Tide platform, which now supports over 14% of all UK small businesses.
Double Rugby World Cup winner, Mo, is co-owner of MOZO Coffee in Gloucester. She’s a Tide member and entrepreneur, balancing the demands of professional sport with running a growing small business. The partnerships reflect Tide’s commitment to working with its members to champion the ambitions, resilience and entrepreneurial mindset of the UK’s small business community.
The year-long partnerships will see both ambassadors work closely with Tide across a range of activities; George will be in Tide’s next TV advertising campaign, and both will be involved in digital campaigns, social activity and in-person events with Tide members and teams. The collaboration will highlight the realities of running a small business alongside the demands of an elite sporting career.
To mark the launch of the partnerships, Tide will be running promotional activity for both new and existing members. This will include a prize draw of signed merchandise for those opening a Tide business current account, as well as opportunities for existing members.
George Ford, said: “Running Kobe Coffee shop alongside my rugby career has given me a real appreciation for how important it is to keep admin simple and costs under control.
“Becoming a Tide member was so straightforward, and opening a business account was quick and easy. From day one, it’s helped save me time and money, which makes a real difference when you are juggling a lot of demands. I’m proud to be working with Tide and to be part of a partnership that genuinely supports people starting and running their own businesses.”
Mo Hunt, said: “If the coffee shop has taught me one thing, it’s that every spare minute counts. Over the years I’ve been fortunate to compete in major competitions and also earn individual honours - I bring that same drive to business. Having the right tools in place, like Tide, makes a huge difference when you are managing cash flow, suppliers and customers around a busy schedule.
“As a Tide member, I’ve seen how much time and headspace it can free up. I’m excited to work with Tide to encourage more women to take the leap into entrepreneurship.”
Aiste Krevneviciute, VP of Marketing at Tide, said: “We’re really excited to have Mo and George on board. They represent the discipline, resilience and entrepreneurial mindset we see right across our member community. Athletes and entrepreneurs share a common DNA - commitment, adaptability and the grit to perform when it matters most.
“As Tide members, they’re a natural fit for the platform, and we’re thrilled to work together to shine a light on the challenges and opportunities facing small businesses across the UK.”
- ENDS -
Notes to editors:
Contact:
Lloyd Purnell, PR & Communications Lead, Tide / lloyd.purnell@tide.co
About Tide:
Launched in 2017, Tide is the leading business management platform in the UK. Tide helps small businesses save time and money by not only offering business accounts and related admin services, but also a comprehensive set of highly usable and connected administrative solutions from invoicing to accounting and adjacent commercial services such as web-site building.
Tide has nearly 800,000 SME members in the UK (14% market share) and more than 800,000 SMEs in India. Tide launched in Germany in May 2024 and France in September 2025. Tide has also been recognised with the Great Place to Work certification three years in a row. Tide has been funded by Anthemis, the Apax Digital Funds, Augmentum Fintech, Creandum, Salica Investments, Latitude, LocalGlobe, SBI Group, Speedinvest and TPG, amongst others. It employs more than 2,500 Tideans worldwide. Tide’s long-term ambition is to be the leading business management platform globally.
