United Kingdom

The Bitcoin logo (₿) will appear on the shirt sleeve of Premier League football club Watford for the rest of this season, as part of a promotional drive by the club’s main shirt sponsor, betting brand Spo…

Premier League clubs Liverpool and Chelsea have suspended all advertising with Russian-owned betting operator 1XBet – a week after Tottenham Hotspur terminated its sponsorship with the brand.

Premier League club Tottenham Hotspur has signed a partnership agreement with energy drink brand Monster Energy, SportBusiness Sponsorship can reveal

The English Football Association has agreed a three-year partnership with the international arm of Japanese children’s entertainment property the Pokémon Company.

Active eyewear brand goodr has partnered with this year’s edition of women’s team golf competition the Solheim Cup, which takes place this week at Gleneagles in Scotland.

The Football Association has fined English Championship club Huddersfield Town about 12.5 per cent of its rights fee from 'shirt sponsor' Paddy Power for breaking the FA’s kit and advertising regulations.

Premier League club Chelsea has reportedly opened talks with potential new main shirt sponsors as the incumbent Yokohama Rubber deliberates on whether to renew after this season

Food delivery company Deliveroo has agreed a deal to become an official partner of England’s national football teams and the FA Cup club competition.

Premier League club Tottenham Hotspur has ditched its betting partnership with Russian online betting brand 1XBet in a move that could be replicated by rivals Liverpool and Chelsea

DHL activated its official logistics partnership with Leicester City via ‘Win Global Exposure’: a B2B campaign targeting small- and medium-sized enterprises.

Everton and game maker Rovio activated their sleeve sponsorship by turning three Everton players into limited-edition characters in its latest version of the Angry Birds franchise.

The launch campaign for adidas’ 2019-20 Arsenal home kit focused on connecting the club’s global fan base to its North London home through themes of community, customs, language and inclusivity.

With sports statistics more readily available than ever, SAP’s ‘Who’s the Blue?’ campaign tested the knowledge of Manchester City fans through a global social media campaign.

English Premier League football club Manchester City has extended its partnership with PZ Cussons-owned soap brand Premier Cool

UK bookmaker Betfred has renewed its title sponsorship of rugby league’s Championship and League 1 competitions.

English Premier League football club Manchester City has agreed a new partnership with South Korean sports service developer Superbloke and has extended its deal with Hong Kong-based direct selling company…

The UK division of banking group HSBC has been unveiled as a sponsor of this year’s edition of the International Cycling Union’s (UCI) Road World Championships, which will be held in the English county of …

English Super League rugby league club Hull Kingston Rovers has agreed a three-year stadium naming rights partnership with Hull College which will also incorporate a “bespoke” educational element.

Broadband company Openreach has signed a four-year sponsorship deal with PRO14 club Ulster Rugby, starting this season

Marston’s Beer Company has agreed a five-year extension to its sponsorship and supply partnership with Marylebone Cricket Club, the owners of Lord’s Cricket Ground.

Birmingham 2022 has signed its first Official Sponsor for the Commonwealth Games multi-sport event through an agreement with law firm Gowling WLG

Construction services firm Three Pines Building Company has formalised a long-running association with Wolverhampton Wanderers by becoming an Official Partner of the English Premier League football club

Scotland’s railway service ScotRail has signed as the Official Train Sponsor of next month’s Solheim Cup. The deal was brokered by the IMG agency, the official staging partner for this year's event.

Telco Vodafone has extended its support of Wasps by sponsoring the Premiership rugby club’s women’s team.

English Premiership rugby union club Leicester Tigers has extended its partnership with power tool manufacturer STIHL

UK bookmaker Betfred has been announced as the first title partner of rugby league’s Women’s Super League (WSL), adding to its sponsorship of the men’s competition. T

The Scottish Professional Football League (SPFL) is looking for a new title sponsor after incumbent Ladbrokes, the UK betting operator, decided against renewing its agreement beyond the end of the current…

Danish sportswear company Hummel has expanded its presence in rugby league by agreeing a four-year deal to become the new kit partner of reigning Super League champion Wigan Warriors

English Premier League football club Arsenal has renewed its partnership with digital money transfer business WorldRemit

Championship football club Leeds United has discovered a new partnership asset, after selling the rights to sponsor the iconic bucket on which manager Marcelo Bielsa sits during matches to US e-commerce…

Scottish Rugby has extended a sponsorship agreement with the Edinburgh-based distiller John Crabbie & Co

English Premier League football club Liverpool has agreed a partnership with locally-based tailor, Signature Bespoke

Premier League club Manchester United has signed a major new partnership with Asian betting brand Yabo Sports. It is the club's first betting partner deal with an Asian-facing brand

Russian gambling brand 1XBet has had its UK site suspended after a Sunday Times investigation exposed the brand for taking bets on children's sport

Newly-promoted Premier League club Sheffield United has signed a new partnership with Saudi Arabia’s Al Wefaq Rent A Car.

Premier League club Leicester City has signed new partnerships with global betting brand 19.com and UK money transfer brand Xpress Money. Under the multi-season deal, 19

Menswear brand LUKE has agreed a new partnership with Edgbaston Stadium, home of Warwickshire County Cricket Club