Europe

English Premier League football club Swansea City has struck the largest sponsorship deal in its history by extending an agreement with its main sponsor, global financial services provider Goldenway.

Arsenal and Liverpool have joined English Premier League counterpart Manchester City in entering into three-year partnerships with PruHealth, PruProtect and their parent company Discovery.

Diageo-owned vodka brand Smirnoff has committed the lion’s share of its global sponsorship budget for this year to a one-year major partner deal with the Force India F1 team. The deal was announced on May 1, ahead of the Spanish Grand Prix, the fifth race of the Formula One season.

English Premier League champion Manchester City and its affiliated FA Women’s Super League team have announced a three-year joint club partnership with PruHealth, PruProtect and their parent company Discovery.

UCI ProTour cycling outfit Team Belkin is on the lookout for a new title sponsor after American consumer electronics company Belkin announced it would not extend its deal beyond the 2014 season.

Hong Kong-based air freight solution provider ASR Holdings has agreed a one-year extension to its partnership with English football team Queens Park Rangers after the club gained promotion back to the top-tier Premier League.

Spanish Liga football club Athletic Bilbao has extended its agreement with main sponsor Petronor and will assign branding space on its shirt sleeves to a commercial partner for the first time, according to the Deia.com website.

Industrial conglomerate Koç Holding has penned a deal to become the main sponsor of the Turkish Olympic Committee.

Gaming technology provider Power8 has agreed a seven-year stadium naming rights deal with Spanish Liga football team Espanyol.

French car maker Renault has renewed a deal with Udinese for its Dacia brand to remain the Italian Serie A football club’s main sponsor for the 2014-15 season.

English Premier League football team Sunderland has continued a busy period commercially by sealing a two-year partnership with stadium and event lighting company Thorn Lighting.

Glasgow 2014 has announced cereal foods manufacturer Kellogg’s as the latest addition to the commercial roster for this summer’s Commonwealth Games.

GPS technology firm Garmin has agreed a deal to become an official supplier to British Triathlon.

Multinational oil and gas company BP has signed up to become an official partner of the 2015 European Games, which will take place in Baku, Azerbaijan.

Finland-based construction machinery and equipment rental company Cramo has become an official partner of the new Champions Hockey League European ice hockey tournament.

Paralympics Ireland has extended its sponsorship agreement with the Irish subsidiary of multinational snack food company Mondelez through March 2017.