England
New Balance set to land England cricket kit deal – reports
US sportswear brand New Balance has reportedly agreed a deal with the England & Wales Cricket Board to become the new official kit supplier for the English national team.
Evans Cycles signs up to support RideLondon
UK specialist bike shop Evans Cycles has become an official partner of this year’s RideLondon mass-participation cycling event.
Football League renews Sky Bet title sponsorship
The English Football League has renewed a title sponsorship agreement with online bookmaker Sky Bet.
Old Mutual raises end-consumer awareness with RFU
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.
National Badminton League secures first title sponsor
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.
Premier League nets extension to Nike partnership
The English Premier League has agreed a three-year extension to its partnership with Nike under which the US sports goods manufacturer will continue to supply the competition’s official football.
Arsenal takes to Australia with Destination NSW
English Premier League football club Arsenal has agreed a multi-year partnership with Destination NSW, the tourism and major events agency for the Australian state of New South Wales.
Cheltenham Gold Cup confirms Timico as new title sponsor
Managed service provider Timico Technology Group has agreed a deal to become the new title sponsor of annual UK horse racing event the Cheltenham Gold Cup.
Old Mutual Wealth replaces QBE as RFU’s autumn internationals partner
The Rugby Football Union has agreed a four-year partnership with Old Mutual Wealth under which the UK wealth management business will become the new title sponsor of the England men’s and women’s autumn internationals.
Wigan Warriors welcome back 188Bet for 2016 season
English Super League rugby league club Wigan Warriors has signed bookmaker 188Bet as its new main sponsor.
Arsenal pens partnership for Chinese soccer schools
English Premier League football club Arsenal has signed a partnership with Chinese sports and cultural development company iRENA.
Chelsea energised by new training kit partner
English Premier League football champion Chelsea has entered into a partnership with energy drink company Carabao.
Jockey Club seeks new title sponsor for Gold Cup
The Jockey Club, the group that oversees the running of 15 of the UK’s leading racecourses, is seeking a new headline partner for its showpiece Cheltenham Gold Cup race.
Premier League leaders sign innovative fantasy gaming partnership
English Premier League football club Leicester City has entered into a first-of-its-kind partnership with global daily fantasy football platform Oulala.
TYKA enters UK cricket market with Somerset deal
India-based sports clothing and equipment manufacturer TYKA has entered into a partnership with English country championship cricket club Somerset.
Lidl bags deal with UK national football associations
Supermarket chain Lidl has announced partnerships with football’s national governing bodies in England, Wales and Scotland.
West Brom strengthens Indian ties with new airline partner
English Premier League football club West Bromwich Albion has agreed a partnership with India’s national carrier Air India.
Prudential extends title sponsorship of RideLondon
UK life insurance and financial services company Prudential has opted to extend its title sponsorship of annual mass-participation cycling event RideLondon.