United Kingdom

Newcastle United’s proposed £25m (€28.7m/$30.9m) per-season shirt sponsorship deal with Sela, a Saudi Arabian sports marketing agency and events company, has already met the approval of the Premier League, SportBusiness understands.

The English Football League (EFL) has announced that Smart Energy GB will continue its sponsorship of the organisation for another two years

Germany-based sports equipment and apparel manufacturer Puma has become the new official match-ball provider to the Scottish Professional Football League (SPFL) and the Scottish Women’s Premier League (…

Chinese home appliance group Midea has extended its global sponsorship with the newly crowned Premier League champions Manchester City

Sports rights and marketing company TGI Sport has further expanded its portfolio by acquiring Australian talent management agency, SFX Sports Group

Climate campaigners have urged rights-holders to cut ties with car manufacturers Toyota and BMW after branding their raft of sponsorship deals as "greenwashing"

Yacht brokerage firm Edmiston has agreed a sponsorship deal with this year’s Goodwood Festival of Speed and the Goodwood Revival event.

British Speedway has agreed a title sponsorship deal for its Premiership competition with Sports Insure, the UK insurance broker

Chelsea has announced a sponsorship agreement with analytics software company Fico, which becomes the the 'Primary Official Partner' of the Premier League club’s 2023-24 pre-season tour.

Saracens has announced a five-year extension to its sponsorship agreement with Shawbrook, the UK bank

SportBusiness Sponsorship has canvassed the opinion of experts from sports legal and sports marketing backgrounds to ask what the UK government's gambling white paper will mean for the industry. Matthew Glendinning reports.

The Goodwood Festival of Speed has agreed a multi-year sponsorship with Pirelli to become the Exclusive Tyre Partner for the annual motorsport festival

Southampton FC’s director of marketing and partnerships said the club took a deliberate decision to sign a standalone shirt sponsor for its women’s team, believing that the brand would be more likely to put its full weight into activating the rights.

Law firm Pogust Goodhead has agreed a deal with the Professional Darts Corporation (PDC) to promote its My Diesel Claim service through title sponsorship of the 2023 World Cup of Darts

The UK’s Pitch Marketing Group has claimed it will become the first sports marketing agency to be employee owned.

The UK government’s long-awaited white paper to ensure ‘gambling laws are fit for the digital age’ has imposed no definitive new limits on gambling company sponsorships in UK sport. T

The England and Wales Cricket Board (ECB) has signed luxury watchmaker Rado as its first-ever Official Timing Partner