England

UK public-service broadcaster the BBC has agreed a five-year extension to its rights deal for RideLondon, while US automotive manufacturer Ford has signed on as presenting partner of the event touted as…

The 2021-22 European rugby season included the inaugural ‘Autumn Nations Series’ and saw fans welcomed back to Six Nations stadia.

Lancashire Cricket has agreed a multi-year sponsorship deal with international law firm CMS

The CSM Sport & Entertainment agency has been appointed by London’s Queen Elizabeth Olympic Park to help shape and lead its commercial proposition.

Online betting platform Parimatch Tech is set to continue as a sponsor of Chelsea but will seek to limit its marketing activity with the Premier League club as it focuses on providing financial assistance…

Chelsea owner Roman Abramovich has been hit with further sanctions after the Premier League disqualified him as a director of the club, while Korean automotive manufacturer Hyundai has become the latest…

Wolverhampton Wanderers has agreed a sponsorship deal with security operations provider Arctic Wolf, while fellow Premier League football club West Ham United has signed an agreement with global e-wallet…

In the last week of November 2021, rapid grocery delivery firm Zapp leveraged its Chelsea partnership to support its first UK television commercial – a player skills challenge called ‘Blue Always Delivers’.

Online professional networking platform LinkedIn has signed on as the fourth national sponsor for England’s Uefa Women’s Euro 2022.

United shirt sponsor TeamViewer recognised some of the pandemic ‘Frontline Heroes’ through a digital-first contest delivering VIP days out at the December 2021 match v Arsenal.

A team of Spurs ambassadors fronted Getir’s January 2022 campaign, which used social spots to encourage fans watching live matches to order from the rapid grocery delivery app.

Activating its Norwich City partnership in 2020-21, men’s makeup brand War Paint for Men worked with current and former Norwich players on a long-form video series that aimed to support positive conversations around men’s mental health on and off the pitch.

English Championship football club Blackburn Rovers has ended its agreement with Recoverite Compression, with e-cigarette manufacturer Totally Wicked stepping up to become the team’s new shirt sponsor.

Michael Higham, the former head of sponsorship at Spanish LaLiga football club Sevilla, has taken up a new role as a partnership development director at English Premier League team Liverpool

Europe’s most powerful football associations – of England, France, Germany, Italy and Spain – hold sponsorship portfolios worth about €398m ($450m) in 2021-22, up about three per cent on last season.

UK car retailer Arnold Clark has acquired title sponsorship rights to a new women’s national team tournament that will launch in England next year, featuring the host nation plus three of the world’s oth…

US-based insurance firm Gallagher has extended its title sponsorship agreement with Premiership Rugby in a ‘multi-year’ renewal announced this morning.