United Kingdom

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,…
Football

Sky Bet, the UK sports betting and gaming company, has renewed its title partnership of the English Football League (EFL) for five more years, in what has been described as a record sponsorship deal for…
Football

Scottish Gas has agreed a five-year deal with the Scottish Football Association, making the energy brand title sponsor of both the men’s and women’s Scottish Cup and a major investor in grassroots foo…
Cricket

The ECB has added Indian street food restaurant chain Chaiiwala to The Hundred’s sponsorship portfolio.
Football

English Premier League club Arsenal has agreed a multi-year extension to its sponsorship deal with Camden Town Brewery
Tennis

The UK Lawn Tennis Association (LTA) has unveiled a new major sponsorship with carmaker Lexus
Football

The English Football Association (FA) has begun the search for a commercial and partnerships lead for the Women's Super League (WSL)
Football

Crystal Palace will kick off the 2023-24 Premier League season with another new sleeve sponsor, after announcing a partnership with Asian betting brand Kaiyun Sports
Cricket

The England and Wales Cricket Board has signed up Laithwaites Wine as its latest sponsor in a multi-year agreement which makes the brand the official wine partner of England Cricket
Football

Scottish Football Marketing, the new commercial arm of Scotland’s football bodies, has named Brendan Napier of multinational brewing company Molson Coors as its first commercial director.
Football

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.
Football

The English Football League (EFL) has announced that Smart Energy GB will continue its sponsorship of the organisation for another two years
Football

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 (…
Football

Chinese home appliance group Midea has extended its global sponsorship with the newly crowned Premier League champions Manchester City
Multiple Sports

Sports rights and marketing company TGI Sport has further expanded its portfolio by acquiring Australian talent management agency, SFX Sports Group
Multiple Sports

Climate campaigners have urged rights-holders to cut ties with car manufacturers Toyota and BMW after branding their raft of sponsorship deals as "greenwashing"
Motorsport

Yacht brokerage firm Edmiston has agreed a sponsorship deal with this year’s Goodwood Festival of Speed and the Goodwood Revival event.
Motorcycling

British Speedway has agreed a title sponsorship deal for its Premiership competition with Sports Insure, the UK insurance broker