United Kingdom

Football
Sponsorship & Marketing

The English Football League (EFL) has continued its strong recent commercial momentum with a five-year sponsorship deal with Kellogg’s.
Football

Luton Town CEO Gary Sweet believes the club's decision to forgo sponsors from the gambling industry is costing it between £2m and £3m this season in lost income, but he says it has no intention to reverse the stance.
Football
Sponsorship & Marketing

Tottenham Hotspur is “not as tied” to identifying a naming sponsor for its new £1bn ($1.2bn) stadium having derived a marketing benefit from keeping the arena brand clean, according to chairman Daniel Levy.
Football

Everton secured the most lucrative sleeve sponsorship agreement in its history when it sealed a deal with controversial streaming platform Kick in early August.
Football
Industry Moves

Ron Erskine, the experienced commercial executive who counts the Octagon and CSM Sport & Entertainment agencies as former employers, has joined Aston Villa as chief commercial officer (CCO)
Tennis
Industry Moves

The All England Lawn Tennis and Croquet Club (AELTC) has appointed Sara Hunter, formerly of the English Football Association, as its head of brand partnerships and hospitality for the Wimbledon Championships
Football
Sponsorship & Marketing

Manchester City has today (Thursday) announced that UK baby products brand Joie will become the naming-rights sponsor of the club's Academy Stadium
Rugby Union
Sponsorship & Marketing

Saracens Rugby Club has appointed Pitch International as its exclusive sponsorship sales agency
Cycling
Sponsorship & Marketing

SweetSpot, which organises and promotes cycling’s Tour of Britain, has turned to Orsen, the Switzerland-based sports marketing agency, to commercialise its events after failing to land a title sponsor.
Rugby Union
Sponsorship & Marketing

SportBusiness Sponsorship speaks to Gareth Griffiths, director of partnerships and sponsorship at Virgin Media O2, about how the brand is activating its England Rugby sponsorship deal at the Rugby World Cup.
Football
Sponsorship & Marketing

Nottingham Forest’s two-year deal with Asian betting brand Kaiyun was agreed after the club contacted two other Premier League teams with links to the brand for due diligence.
Football
Sponsorship & Marketing

Digital collectibles company Sorare has launched a new set of 3D digital football cards for its Premier League collection, an upgrade on the standard 2D cards rolled out during the inaugural 2022-23 season
Football
Sponsorship & Marketing

Betway has become the ‘Official Global Betting Partner’ of the Arsenal men’s team in the latest betting sector move among English Premier League clubs this season.
Football
Sponsorship & Marketing

Burnley FC has struck a sleeve sponsorship deal with US-based digital trading platform Uphold, leaving Chelsea FC as the only club in the English Premier League not to have sold the inventory
Football
Sponsorship & Marketing

English Premier League club Nottingham Forest has ended its long-running saga to find a front-of-shirt sponsor by agreeing a two-year deal with Asian betting brand Kaiyun.
Football
Sponsorship & Marketing

UK home appliances manufacturer Gtech has strengthened its presence in the Premier League market by agreeing a sleeve sponsorship deal with Sheffield United.
Football

AstroPay extends Wolves front-of-shirt deal into second season Brand wants to appeal to sports fans via integration of rewards-based payment platform
Football
Licensing & Merchandising

Premier League Newcastle United will see its retail operations – run by the incumbent kit supplier Castore since the 2021-22 season – revert back to the club when Adidas takes over the technical role nex…