England

IT services, consulting and business solutions organisation Tata Consultancy Services has agreed a three-year partnership with the London Marathon in a deal that will seek to enhance the digital experience delivered to participants.

Global recruitment specialist Hays has signed a three-year extension to its global partnership with English Premier League football club Manchester City.

Nursing agency Go Tec has agreed a shirt sponsorship deal with English county cricket club Kent.

English county cricket team Sussex has entered into a partnership with 1st Central, under which the car insurance provider will take on naming rights to the club’s home ground.

Fuel company Gulf Oil International has entered into a global partnership with English Premier League football club Manchester United.

Online casino and sportsbook operator BetVictor has struck a deal to become the new title sponsor of the Gold Cup, the feature race at UK horse racing event the Open, which takes place at Cheltenham Racecourse.

English Super League rugby league club Hull FC has entered into a partnership with local business group Halltech.

The Dacia car brand of French automotive manufacturer Renault has strengthened its commitment to rugby league in England by striking a deal to become the new principal partner of the Magic Weekend, one of the showpiece events of the Super League.

English Premier League football club Manchester United has extended its global partnership with Japanese engine manufacturer Yanmar.

UK telecommunications company Abzorb has entered into a partnership with English Super League rugby league club Huddersfield Giants.

English Premier League football club Everton has signed up Avon Tyres as an official partner.

The Rugby Football Union, the governing body of English rugby union, has extended its partnership with commercial property and real estate services advisor CBRE.

Dubai-based airline Emirates has agreed to a seven-year extension of its sponsorship deal with English county cricket club Durham, under which the team’s ground will be given a new name.

The Rugby Football Union, the governing body of English rugby union, has announced that two of its partners – health insurance provider Vitality and sportswear company Canterbury – will sponsor the 2016 World Rugby U20 Championship.

English Premier League football club Liverpool has entered into a partnership with Thai coconut water brand Chaokoh.

Web development platform Wix has entered into a global partnership with City Football Group, the entity that controls English Premier League football club Manchester City, Major League Soccer franchise New York City FC and Australian A-League team Melbourne City.

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.

The England and Wales Cricket Board is searching for a new main partner after supermarket chain Waitrose opted not to renew its sponsorship deal.