England

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…

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

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

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’.

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.

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.

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

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.

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…

English League Two football club Stevenage FC has agreed a deal for Amazon Prime Gaming to become its main shirt sponsor

After partnering with Spurs for the 2020-21 season, forex trading platform Libertex launched the tie-up with a digital-first activation offering club-related experiences and merchandise.

Running through the post-lockdown restart of the 2019-20 Premier League season, Spurs primary partner AIA pivoted its fan engagement activities to a 360° virtual stadium experience.

Creatively inspired by London’s 1960s Op-Art movement, Chelsea’s 2021-22 season shirt launch campaign was fronted by young players from across the club’s teams and amplified by kit partner Nike and shirt sponsor Three.

Men’s grooming and hygiene brand Manscaped has agreed a deal with the Professional Darts Corporation to sponsor the 2021 World Matchplay championship.

English Premier League football club Leeds United has signed a sponsorship deal with vehicle solutions company AMT

English Premier League football club Norwich City has moved to terminate its principal sponsorship deal with Asian online betting agency BK8 just days after it was signed, admitting it had “got it wrong” fol…

In July and August 2020, Everton and technical partner hummel rolled out ‘More Then Eleven’: a multiple kit launch campaign focused on equality, inclusivity and the strong bond between the club and its global fanbase.