United Kingdom
Manchester United deposits Virgin Money deal
Virgin Money, the financial services brand partly owned by British conglomerate Virgin Group, has entered into a partnership with English Premier League football club Manchester United.
Tour of Britain shines with Alpecin partnership
German caffeine shampoo brand Alpecin has signed on as an official partner of this year's Tour of Britain cycling event.
888 targets Championship clubs, EFL relaxes betting rules
Online gaming operator 888 Holdings has struck one-year shirt sponsorship deals with three Championship clubs for the 2016-17 season and could do more deals as new rules in the EFL (English Football League) increase opportunities for betting brands to associate with all 72 clubs.

Hamilton Academicals sign shirt and stadium sponsors
Scottish Premiership football club Hamilton Academicals has entered into a stadium naming rights and shirt sponsorship agreement with home improvements firm Superseal, along with a separate shirt sponsorship deal with online gambling brand NetBet.
Motorpoint signs on as Motherwell’s new shirt sponsor
Independent car retailer Motorpoint has upgraded its partnership with Motherwell to become the Scottish Premiership football club’s new shirt sponsor.
Sale Sharks seal record jersey sponsorship deal with UKFast
Technology cloud and colocation provider UKFast has secured a jersey sponsorship deal with English Premiership rugby union club Sale Sharks.
Scottish Rugby converts first gin partner
Scottish Rugby, the governing body of rugby union in the country, has agreed a partnership with the Eden Mill distillery and brewery.
Mercedes-Benz drives on with Open Championship
German automotive company Mercedes-Benz has signed a multi-year extension to its partnership with golf’s Open Championship.
BOA bags extension with Aldi ahead of Rio 2016
Supermarket chain Aldi has signed a four-year extension to its partnership with the British Olympic Association ahead of the 2016 summer Olympic Games in Rio de Janeiro, Brazil.
Red Bull Racing computes extension with IBM
The IBM Spectrum Computing division of US technology and consulting corporation IBM has extended its partnership with Formula One motor racing team Red Bull Racing.
McLaren connects with NTT ahead of British GP weekend
Formula One motor racing team McLaren-Honda has signed a three-year partnership with Japanese telecommunications company NTT.
Sunderland retains Dafabet as main sponsor
Online betting company Dafabet has extended its partnership with English Premier League football club Sunderland.
Holland & Barrett step up to become new main sponsor of Leicester Tigers
English Premiership rugby union club Leicester Tigers has named health products retailer Holland & Barrett as its new main sponsor, and extended its partnership with power tool manufacturer STIHL.
BetVictor signs on as Liverpool’s training kit partner
Online casino and sportsbook operator BetVictor has been named as the new training kit partner of English Premier League football club Liverpool.
St Johnstone drives off with new shirt sponsor
Scottish Premiership football club St Johnstone has agreed a shirt sponsorship deal with local car dealership Alan Storrar Cars.
British Gymnastics lands Gymnova deal
Gymnastics and acrobatic sports equipment manufacturer Gymnova has entered into a partnership with the British Gymnastics governing body.
Michael Kors deal a good fit for McLaren
Luxury accessories and apparel brand Michael Kors has agreed a deal to become the official lifestyle partner of Formula One motor racing team McLaren-Honda.
Dafabet pots Masters title sponsorship extension
Online betting company Dafabet has extended its title sponsorship agreement with World Snooker for the Masters tournament by a further three years.