England

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…
Football

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

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.
Football
General Insurance

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.
Football
Sporting Apparel

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.
Darts

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

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

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…
Football
Sporting Apparel

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.
Horse Racing

Ascot Racecourse has announced a five-year deal with Howden that will see the insurance broker become a top-tier official partner of the venue
Football

Norwich City has signed Asian online betting agency BK8 as its new principal sponsor ahead of its return to football’s English Premier League next season.
Rugby League

Soft drinks producer Britvic has signed a major deal with the organising committee for this year’s Rugby League World Cup, through which its brands Pepsi Max and Gatorade will become official sponsors o…
Football
Tyres

With mascots excluded from stadia after the Premier League's restart in June 2020, Spurs mascot sponsor Kumho Tire pivoted to develop a virtual junior mascots program.
Rugby Union

England’s Rugby Football Union has renewed its sponsorship with alcohol brand Guinness. The association first began in 2013 and will now continue until August 2025 across a four-year extension.
Football

English Premier League football club Wolverhampton Wanderers has signed up foreign exchange (FX) provider Global Reach as its latest official partner
Football

Coventry Building Society has acquired naming rights to the city’s Ricoh Arena, home of Premiership rugby union club Wasps and, from next season, Championship football club Coventry City.