United Kingdom
Proposed Newcastle-Saudi shirt sponsorship ‘meets Premier League’s fair value rules’
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.
EFL extends Smart Energy GB sponsorship
The English Football League (EFL) has announced that Smart Energy GB will continue its sponsorship of the organisation for another two years
Puma replaces Mitre as ball supplier for SPFL, SWPL
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 (…
Midea extends Manchester City sponsorship
Chinese home appliance group Midea has extended its global sponsorship with the newly crowned Premier League champions Manchester City
TGI Sport makes move for Australia’s SFX Sports Group
Sports rights and marketing company TGI Sport has further expanded its portfolio by acquiring Australian talent management agency, SFX Sports Group
Campaigners call out BMW and Toyota over sustainability sponsorships
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 sponsors Goodwood events
Yacht brokerage firm Edmiston has agreed a sponsorship deal with this year’s Goodwood Festival of Speed and the Goodwood Revival event.
Sports Insure title sponsors British Speedway’s Premiership
British Speedway has agreed a title sponsorship deal for its Premiership competition with Sports Insure, the UK insurance broker
Fico enrolled as primary sponsor of Chelsea’s pre-season US tour
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.
Shawbrook extends Saracens sponsorship, adds netball team
Saracens has announced a five-year extension to its sponsorship agreement with Shawbrook, the UK bank
Long read: What the UK government’s gambling white paper means for sport
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.
Goodwood Festival of Speed signs Pirelli sponsorship
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 deliberately sought standalone sponsor for women’s team
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.
My Diesel Claim takes on World Cup of Darts title sponsorship
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
Pitch Marketing Group claims first with switch to employee ownership
The UK’s Pitch Marketing Group has claimed it will become the first sports marketing agency to be employee owned.
UK white paper on gambling frees sport to create sponsorship code of conduct
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.
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ECB opens new sponsorship category with watchmaker Rado
The England and Wales Cricket Board (ECB) has signed luxury watchmaker Rado as its first-ever Official Timing Partner