England

Football
Personal Care & Fragrances

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.
Football

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.
Football

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.
Football

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…
Rugby Union

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

Europe’s four biggest football leagues – plus Uefa’s club competitions – hold central sponsorship contracts worth between €794.4m and €883.3m in 2021-22.
Multi-sport

The organising committee for the 2022 Commonwealth Games in Birmingham has agreed sponsorship deals with facilities management company OCS Group UK, software and solutions provider Wiz-Team, event management…
Cricket

Professional services company Emerald Group has ended its sponsorship of Yorkshire County Cricket Club due to the team’s handling of a racism case with former player Azeem Rafiq, with other sponsors f…
Netball

England Netball has signed a three-year extension to its agreement with sportswear company Nike
Rugby Union
Automotive

Honda fought off strong competition in the tender to find a new England Rugby automotive sponsor, SportBusiness understands
Football
Sporting Apparel

In August 2021, ahead of the start of the Premier League season, adidas and Arsenal FC launched the team’s third strip through a mockumentary featuring fictional Gunners super fan ‘Len’.
Football
Cryptocurrency

At the start of the new 2021-22 Premier League season, Socios.com and Everton ran a campaign to promote the first $EFC Fan Token Offering, which led to all 500,000 digital tokens selling out in just four minutes.
Football
Confectionery

In September 2020, the Mondelez-owned chocolate business leveraged its MUFC rights to bring some of its employees to Old Trafford as the culmination of an internal staff reward programme.
Golf

Digital inventory management company Horizm has entered the golf market by agreeing a deal with PGA Tour and European Tour player, Matt Fitzpatrick. The Englishman, currently ranked world No
Football
Banking

In late 2019, HSBC kicked off its Tottenham Hotspur activations with a campaign celebrating the club’s women’s team’s first season in the FA Women’s Super League.
Esports

Wolverhampton Wanderers has agreed a wide-ranging tie-up with Evil Geniuses through which the English Premier League football club’s owner, Chinese conglomerate Fosun, has acquired a minority stake in t…