Europe

English Premier League football club West Bromwich Albion has extended sponsorship deals with outdoor clothing and equipment provider Jack Wolfskin and online gambling company Bet365.

UK insurance company Friends Life has struck a deal with the British Cycling organisation to become the first title sponsor of the Tour of Britain race.

Gambling operator Bet25 has agreed to extend its shirt sponsorship deal with Danish Superliga football team Brondby.

Beer manufacturer Lech Pils has signed a three-year extension to its sponsorship agreement with Polish Ekstraklasa football team Lech Poznan.

German sportswear giant Adidas and combat sports clothing and equipment manufacturer Green Hill have extended their long-standing partnerships with the European Judo Union into 2015.

German sportswear giant Adidas has confirmed speculation that it will become Manchester United’s new kit partner by announcing a record 10-year deal with the English Premier League football club.

South Korean automotive manufacturer Kia Motors has reached a two-year deal with the England and Wales Cricket Board (ECB) to become an official partner of England women’s cricket.

Insurance company Groupe Prévoir has expanded its sponsorship deal with French Ligue 1 football club Toulouse.

Polish Ekstraklasa team Slask Wroclaw has signed a kit deal with sportswear brand Adidas ahead of the 2014-15 football season.

Home improvement and garden products retailer Bauhaus has signed a one-year extension to its sponsorship deal with German Bundesliga football team Schalke 04.

Irish beer brand Guinness has been unveiled as the new title sponsor of the Pro12 European club rugby union tournament.

English Premiership rugby union team Bath has signed a two year title sponsorship with locally based vacuum cleaner manufacturer Dyson.

Energy drinks brand POSI+IV has agreed a sponsorship deal with organisers of the Women’s British Open for the 2014 edition of the golf tournament, which commences today at Royal Birkdale in Southport, England.

German Bundesliga football club Borussia Dortmund has extended its partnership with the Kitzbühel Alps - Brixen Valley tourism authority.

Energy company SuisseGas has agreed a deal to become the new main sponsor of Italian Serie A football club Atalanta.

Small business accounting software provider Intuit QuickBooks has agreed a one-year deal to become the new principal sponsor of English Premier League football club West Bromwich Albion for the 2014-15 season.