England

Features

PROJECT DETAILS Sponsorship title: Dacia #FlairPlay Awards Duration of sponsorship: June-July 2017 Entered by: Dacia Sponsor’s industry sector: Automotive Rig

Blackwell Global and Everton Sponsorship title: Blackwell Global #BluesChallenge Duration of sponsorship: 2017-2022 Entered by: Blackwell Global Sponsor’s industry sector: Financial Services

Asia-facing banking group Standard Chartered has agreed to a 42.8-per-cent price increase in its renewed deal for the main shirt rights to English Premier League club Liverpool.

Chinese electric vehicle manufacturer BYD Auto has become English Premier League club Arsenal’s Official Car and Bus Partner in a multi-year, global deal thought to be worth about £2.5m ($3.4m/€2.8m)

Asian insurance brand AIA Group is paying English Premier League club Tottenham Hotspur a significant increase under the five-year extension of its main shirt deal from 2017-18 to 2021-22, Sports Sponsorship Insider has learned

A number of sports marketing agencies are seeking a brand or brands to become shirt sleeve badge partners to around 10 English Premier League clubs, Sports Sponsorship Insider has learned

Chilean wine producer Concha y Toro has signed its second renewal with English Premier League club Manchester United in a three-year Official Wine Partner deal, from 2016-17 to 2018-19.

Online gaming operator 888 Holdings has struck one-year shirt sponsorship deals with three Championship clubs for the 2016-17 season and could do more deals as new rules in the EFL (English Football League) increase opportunities for betting brands to associate with all 72 clubs.


Beer brand Foster's has decided that English cricket will be the focal point of its revived sports strategy, 11 years on from its last cricket deal in the country.

Although the two biggest rugby league sponsorship properties in England – title sponsor of the English Super League, the top-tier club league, and title sponsor of the Challenge Cup, the leading club cup competition – have ambitions towards £1m (€1.3m/$1.4m) annual valuations, all central English Super League sponsorship deals are worth six-figures in pounds sterling per year.

DraftKings’ deals with three English Premier League clubs are a precursor to a major UK marketing push set to start from the 2016-17 season.

Online sports betting company Sky Bet is understood to have had a late change of heart about the value of its title sponsorship deal with the English Football League, clearing the way last month for a renewal of its deal.

Financial services brand Old Mutual Wealth has signed its first major sports sponsorship, to serve as a Principal Partner of the English Rugby Football Union from mid-2016 to mid-2020, in order to increase brand awareness and affinity among increasingly savvy end customers.

Badminton England, the sport’s organising body in the country, has secured investment platform AJ Bell as the first title sponsor of the National Badminton League (NBL) in the tournament’s second year.

Values of main shirt sponsorship and kit supply deals for the 98 clubs in the Big Five European football leagues form the backbone of this report. It contains extensive analysis of this income, with charts and text looking at angles such as the biggest-spending industries, the spread of wealth between clubs, and more. Also includes: comprehensive listings of the sponsors for each club, in-depth case studies of sponsorship programmes of 10 clubs, and analysis of league central sponsorship programmes.

The Rugby Football Union (RFU) has negotiated a four-year extension to its Official England Kit Supplier deal with the rugby footwear and apparel specialists Canterbury.

The FA Cup title sponsorship deal which England’s Football Association signed with Emirates this month keeps the association on course to hit its commercial revenue target.

Burgeoning social trading platform and forex broker eToro signed as a partner of English Premier League club West Ham United in a three-year deal, from 2015-16 to 2017-18. 

English Premiership rugby club Wasps, this month, signed a technical wear deal with sporting goods brand Under Armour as the club continues to turn around its commercial fortunes.