England
Yorkshire hires SGI for Headingley naming rights hunt
Yorkshire joins Warwickshire in entering the stadium naming rights marketplace, appointing Sporting Group International to seek out a new sponsor.
Leicester City lands BC.Game as shirt sponsor for Premier League return
Leicester City has announced BC.Game as its new main shirt sponsor, becoming the latest Premier League club to partner with a company from the gambling sector before a league-wide ban on such deals comes into force.
Premier League closes Guinness sponsorship, Barclays poised to extend
The Premier League is busy finalising its commercial programme ahead of next season, unveiling a new beer sponsorship with Guinness amid reports Barclays has renewed its deal and Oracle is to end its association.
Aston Villa seals ‘biggest ever shirt sponsorship’ with Betano
Aston Villa is set to announce the biggest shirt sponsorship deal in its history, having agreed a two-year contract with Greek betting platform Betano.
Chase splashes out on home FAs as UK operation heads for profit
Digital bank Chase UK is using sponsorship of the four football ‘home nations' to build on its successful entry into the UK market.
Royal London to brand Lions women’s shirt, Howden sponsors NZ tour
UK-based life, pensions and investments mutual Royal London has been named as founding partner and front-of-shirt sponsor for the British & Irish Lions women’s team’s first-ever overseas tour.
FA recruits Barclays’ Gray as new commercial director
The Football Association has appointed digital media executive James Gray as its new commercial director to replace Navin Singh who will soon take up a leading role with Six Nations Rugby
QPR signs Matrade stadium naming-rights deal amid financial challenges
English club Queens Park Rangers has signed a stadium naming-rights agreement as it bids to allay its financial difficulties
EFL continues strong commercial momentum with 5-year Kellogg’s deal
The English Football League (EFL) has continued its strong recent commercial momentum with a five-year sponsorship deal with Kellogg’s.
Sheffield United fills sleeve sponsor slot with Gtech deal
UK home appliances manufacturer Gtech has strengthened its presence in the Premier League market by agreeing a sleeve sponsorship deal with Sheffield United.
Chelsea finally closes in on new shirt sponsor
Chelsea looks set to kick off the new Premier League season with a front-of-shirt sponsor after all, with a lucrative agreement with Infinite Athlete, a new US brand that already has links with the club…
Singh quits FA to take Six Nations commercial role
Navin Singh has resigned from his position as commercial director at the Football Association (FA) to take up a leading role with Six Nations Rugby
Oman Air lands in Premier League with Chelsea sponsorship
A host of English Premier League clubs have announced new or extended sponsorship deals, as key categories get filled ahead of the start of the 2023-24 season
Arsenal signs new long-term deal with Cadbury
Chocolate maker Cadbury has continued its recent sponsorship drive by signing a new long-term agreement with Premier League club Arsenal
FA bolsters Google connection with Pixel deal
US technology company Google has enhanced its ties with the English Football Association (FA) through a new long-term deal that makes its consumer electronics brand, Pixel, the governing body’s official m…
Mars Wrigley renews agreement with English FA
The English Football Association (FA) has agreed a renewal with UK confectionery group Mars Wrigley on a multi-year deal
Wolves gets new sleeve sponsor, extends with main partner AstroPay
English Premier League club Wolverhampton Wanderers has secured a new sleeve sponsor for the 2023-24 season in the shape of online betting firm 6686 Sports and renewed with principal partner AstroPay,…
Chelsea signs long-term deal with tech firm Tempus Ex Machina
English Premier League club Chelsea has signed a seven-year agreement with California-based technology company Tempus Ex Machina