United Kingdom
‘Invisible’ brand Vodafone looks to rugby for cut through
Brand director Maria Koutsoudakis explains how Vodafone UK's initial foray into rugby has expanded into multiple deals.
US tourism sector fuels NFL UK sponsorship growth
The US tourism sector continues to drive value for the National Football League’s international sponsorship portfolio. SportBusiness Sponsorship speaks to Michelle Webb, vice president, international, about the league's regional sponsorship approach.
Theobald named Liverpool commercial director
Liverpool has appointed Kate Theobald as the club's new commercial director, following Ben Latty's elevation to chief commercial officer.
Castore blames exceptional costs for £29m loss
Castore has blamed extraordinary expenses and challenging economic conditions after registering a £28.9m loss for the year ending February 2024.
Allianz targets ‘rugby mums and dads’ with Twickenham stadium deal
Allianz is planning a series of grassroots and community rugby initiatives to support its naming rights agreement with Twickenham stadium, as it bids to ‘elevate its brand’ with a target market of commercial and personal lines customers in the UK.
Premiership Rugby hires Cooke as commercial lead
Ex-URC sponsorship chief Cooke brings significant commercial experience at a time of strong financial headwinds for Premiership Rugby.
McLaren performance hub central to Optimum Nutrition’s sports strategy
Optimum Nutrition believes the recent opening of a new performance hub for the McLaren Formula 1 team will broaden its consumer base and reach.
Chanel enters sport sponsorship with Boat Race title deal
Luxury fashion brand Chanel has made its first foray into sport sponsorship by becoming title sponsor of The Boat Race
Faulkner swaps ECA for Wrexham role
Wrexham, the League One side owned by Hollywood actors Ryan Reynolds and Rob McElhenney, has further developed its commercial and communications structure with the hire of Rob Faulkner from the European…
British Cycling turns to IMG to support in-house events model
IMG and British Cycling today (Thursday) announced a comprehensive commercial tie-up as the journey continues to revitalise the sport in the country after a period of upheaval
Sales underway for Uefa men’s national team events
Uefa has opened the sales process for the sponsorship and licensing rights to its men’s national team football events, including the flagship Euro 2028 tournament, for the next cycle from 2025 to 2028.
Rugby Australia JV creates cleaner Lions sponsorship offer
Ben Calveley, British & Irish Lions chief executive, says the decision to pool some sponsorship assets with Rugby Australia for the team's upcoming tour to the country is driving value for sponsors.
Celtic’s Filby joins Aston Villa as CCO
Adrian Filby, the long-standing commercial director at Scottish Premiership club Celtic, has joined English Premier League outfit Aston Villa as chief commercial officer.
New WSL era off to strong start with Barclays renewal
SportBusiness Sponsorship looks at the sponsorship landscape in the Women's Super League at both a league and club level.
Barclays unveils WSL, Premier League extensions
Barclays has finally announced an extension to its title sponsorship agreement with the Women’s Super League and its long-running association with the Premier League.
EXCLUSIVE: Arsenal’s Mazzia takes top Chelsea Women role
Giulia Mazzia, the head of commercial ventures at Arsenal FC, is leaving the North London club to become the new commercial director for reigning Women’s Super League champions Chelsea Women, SportBusiness can reveal.
Samsung to promote TV range in UK-facing NFL deal
Samsung Electronics is to become the official TV partner of the National Football League (NFL) in the UK and Ireland.
Premiership Rugby ‘studies’ US-style centralised kit model
Premiership Rugby is considering a centralised kit supplier deal in a move that would see it follow a model commonly employed in US sport