United Kingdom

Football

Premier League club AFC Bournemouth has signed an extension with its stadium naming rights-holder, health and life insurance company Vitality
Football

US technology company Google has enhanced its ties with the English Football Association (FA) through a new long-term deal that makes its consumer electronics brand, Pixel, the governing body’s official m…
Football

The English Football League (EFL) found ways to mitigate gambling industry sponsorship concerns in its extended title deal with Sky Bet, believing that the agreement represented the best way to support its 72 member clubs.
Football

Draper Tools will make a return as a Southampton FC sponsor after agreeing a deal covering the south coast club’s men’s and women’s teams. U
Rugby Union

Premiership Rugby has announced a new sponsorship with Israeli online trading and investment platform eToro
Football

Aston Villa has signed up gambling platform BK8 as its front-of-shirt sponsor in a three-year deal that will see the brand replace online automotive retailer Cazoo in the role
Rugby Union

Specialist rugby apparel brand Canterbury will support its third consecutive British & Irish Lions tour after extending its deal to cover the 2025 event in Australia
Rugby Union

Vodafone has secured the front-of-shirt and back-of-short sponsorship rights to the Welsh men’s national rugby union team to add to its existing investment in the top tier of the sport through a shirt d…
Football

Chocolate maker Cadbury has announced a three-year extension of its sponsorship of Liverpool, the third Premier League club with which the brand has renewed its agreement
Golf

US-based whiskey brand Buffalo Trace Distillery has signed with the DP World Tour to sponsor three prestige tournaments in the UK, including Scotland’s preeminent event – the Scottish Open.
Football

The Chelsea Supporters’ Trust (CST) has written an open letter to Chelsea FC owner Todd Boehly criticising the club’s proposed deal with online casino and betting company Stake.com
Football

Premier League club Chelsea is in discussions with Stake.com about a controversial front-of-shirt sponsorship deal after an agreement with a company from the crypto sector fell through at the last minute, SportBusiness can exclusively reveal.
Road Cycling

Cycling’s Tour of Britain has signed up a ‘Points Jersey Partner’ in the form of holiday cottages and luxury homes provider, cottages.com, but has yet to confirm a title sponsor for this year’s race. The
Rugby Union

UK-based sportswear brand Castore has made its latest move in rugby union by acquiring Bath Rugby’s kit supply rights. 
Esports

Guild Esports, the London Stock Exchange-listed esports organisation co-owned by David Beckham, launched the #NoRoomForAbuse campaign with its ‘Official Premier Partner’ Sky UK in May 2023, to raise awa…
Football

The English Football Association (FA) has agreed a renewal with UK confectionery group Mars Wrigley on a multi-year deal
Football

Newcastle United has finalised its front-of-shirt sponsorship with Saudi-owned event, retail and rights company Sela in a multi-year deal
Football

English Premier League club Wolverhampton Wanderers has secured a new sleeve sponsor for the 2023-24 season in the shape of online betting firm 6686 Sports and renewed with principal partner AstroPay,…