England
Blue Always Delivers – Zapp & Chelsea FC
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’.
LinkedIn makes sponsorship move with Uefa Women’s Euro 2022
Online professional networking platform LinkedIn has signed on as the fourth national sponsor for England’s Uefa Women’s Euro 2022.
Frontline Heroes – TeamViewer & Manchester United
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.
Grocery Chants – Getir & Tottenham Hotspur
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.
Challenging Stereotypes – War Paint for Men & Norwich City FC
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.
Totally Wicked steps up as Blackburn Rovers shirt sponsor
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.
Liverpool hires ex-Sevilla sponsorship director Higham
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
Data Snapshot: European FAs 2021-22
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.
Arnold Clark backs FA’s new women’s tournament in Pitch-brokered deal
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…
Premiership Rugby receives insurance of Gallagher title sponsor extension
US-based insurance firm Gallagher has extended its title sponsorship agreement with Premiership Rugby in a ‘multi-year’ renewal announced this morning.
Data Snapshot: European Leagues 2021-22
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.
Birmingham 2022 adds five new sponsors
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 sponsors end association with Yorkshire over racism row
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 follows Vitality renewal with Nike extension
England Netball has signed a three-year extension to its agreement with sportswear company Nike
Honda to promote electric car range after winning out in competitive RFU automotive category
Honda fought off strong competition in the tender to find a new England Rugby automotive sponsor, SportBusiness understands
Where We Belong (Meet Len) – adidas & Arsenal
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’.
$EFC Fan Token Offering – Socios.com & Everton FC
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.
Play on the Pitch Day – Cadbury & Manchester United
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.