United Kingdom

Football

Fulham FC’s decision to exercise a break clause in its front-of-shirt sponsorship deal with W88 paved the way for Burnley FC to agree its own main shirt sponsorship deal with the ubiquitous betting brand.
Rugby Sevens
Sponsorship & Marketing

HSBC has re-committed to the Rugby Seven Series as World Rugby exerts greater control over the event.
Football
Sponsorship & Marketing

Stanley Black & Decker-owned power tools brand DeWalt has renewed as official shirt sleeve sponsor of Premier League club AFC Bournemouth for the 2023-24 season
Football
Sponsorship & Marketing

Adidas was keen to finalise a 10-year extension to its kit supply partnership with Manchester United to 2035, especially in the context of flat Q2 sales.
Football
Sponsorship & Marketing

Chelsea looks set to kick off the new Premier League season with a front-of-shirt sponsor after all, with a lucrative agreement with Infinite Athlete, a new US brand that already has links with the club…
Football
Sponsorship & Marketing

Six weeks after announcing its English Football Association (FA) sponsorship, Google Pixel has unveiled new agreements with Arsenal and Liverpool as the brand continues to expand its football portfolio
Football
Sponsorship & Marketing

Emerging online travel marketplace WebBeds has made its first foray into sports marketing, agreeing a sleeve sponsorship deal with Premier League club Fulham FC
Football
Sponsorship & Marketing

Premier League club Arsenal has continued its recent flurry of commercial activity by signing up Unilever’s ‘Dirt is Good’ brand to its sponsorship portfolio. T
Football
Industry Moves

Newcastle United has announced that Jonathan Kane has joined the English Premier League club as its new director of partnerships
Football
Sponsorship & Marketing

Newly promoted English Premier League club Sheffield United has announced a new 'Principal Partner' and front-of-shirt sponsor in Dubai-based online trading provider CFI Financial Group
Football
Industry Moves

Arsenal has made several additions to its commercial team as it looks to capitalise on its return to the Champions League for the 2023-24 season
Esports

EE sponsors Wembley Stadium because it “big, bold and iconic” and allows the brand to “bring the network to life”. Ben Cronin speaks to the company's head of sponsorship, Matt Stevenson.
Football
Sponsorship & Marketing

Dubai-based flag carrier Emirates has tied up Arsenal’s front-of-shirt rights for another five years until 2028 – the same end date as its current stadium naming-rights agreement with the North London clu…
Football
Sponsorship & Marketing

Everton has deepened ties with main sponsor Stake after announcing sister company, live streaming platform Kick, as its new sleeve sponsor.
Football
Sponsorship & Marketing

Premier League club Manchester United has renewed its principal partnership with kit supplier Adidas for a further 10 years until June 2035
Rugby Union

The Welsh Rugby Union (WRU) has expanded its relationship with telecoms giant Vodafone to include men’s front-of-shirt sponsorship rights, albeit at a reduced rate compared to its previous deal.
Cricket

The Hundred’s new principal sponsor deal with price comparison platform Compare the Market represents a strong increase in value on the competition’s previous deal with Cazoo, reflecting its more established position in the UK’s sports market. 
Football
Industry Moves

Nottingham Forest’s chief commercial officer Tyson Henly has left the English Premier League club after less than seven months, SportBusiness understands.