Europe

Football
Household Products

B&Q has pulled out of talks to become the next title sponsor of the English Football League.

Cricket
Retail

Waitrose has signed a three-year deal to replace Brit Insurance as the new sponsor of the England cricket team from May 2014.

Badminton
Sporting Apparel

Adidas will sponsor Badminton England's London Grand Prix for the next three years.

Skiing
General Insurance

Helvetia has extended a sponsorship deal with the Swiss Ski Federation.

Gaelic Sports
General Insurance

Liberty Insurance has agreed a five-year sponsorship deal with the Gaelic Athletic Association.

Football
Sporting Apparel

Arsenal has reportedly agreed a new kit deal with Puma worth more than £30 million (€35.6 million/$46.5 million) per year.
Soft Drinks

Monster Energy has renewed its title sponsorship of the Isle of Man TT races.

Football
Sporting Goods

West Ham United signed a two-year deal with Adidas to replace Macron as its kit partner from 2013-14 to 2014-15.

Football
Payment Services & Credit Cards

In a marketplace where aggregators are an ever-prevalent choice for finding a credit card and there’s an increasing number of products available, credit card organisations have to fight harder than ever to make themselves heard. Capital One sought a way to differentiate its brand to increase awareness of the company as a credit card provider.

Athletics

British Athletics’ transition to a “family of sponsors” model has been justified by the signing of two new deals, albeit more than three months into the new rights cycle, the organisation’s chairman Ed Warn…
Tennis

Deals with information technology company IBM, Dubai-based airline Emirates and credit card company MasterCard will round off sponsorship sales for the 2013 tennis French Open, taking total sponsorship…
Cycling

The Giro D’Italia, Italy’s biggest sponsorship property outside of the country’s national football team and leading football club assets, has posted its first drop in commercial revenue in five years for t…
Cricket

The England and Wales Cricket Board is finalising two major deals, for an England national team shirt sponsor and a title sponsor for the domestic Twenty20 club competition
Football

IT software company SAP became the sixth Premium Partner of the Deutscher Fussball Bund, the German football federation, in March in a five-year deal to the end of 2017, thought to be worth around €2m (…
Football
General Insurance

English Premier League football club Manchester United announced insurance company Aon as the brand behind an eight-year training kit deal which also covers the naming rights to the team’s training ground.
Multi-sport
Energy

French-owned EDF Energy renewed its sponsorship of the British Paralympic Association (BPA) for the next four-year Olympic cycle, 2013-2016
Football

Sunderland and Paolo Di Canio appear to have temporarily smoothed the waters regarding claims that the English Premier League club’s new manager is a fascist, but what damage will the undercurrent of c…
Football
Beer

Beer is big business in sponsorship, particularly in football