United Kingdom

Yoghurt and dairy pudding manufacturer Müller has entered into a partnership with the British Athletics governing body.

Financial services group the Royal Bank of Scotland is being lined up to replace supermarket chain Waitrose as the main partner of the England and Wales Cricket Board (ECB), according to Sky News.

Cider manufacturer Kingstone Press has reached an agreement with England Rugby League to become a principal partner of the country’s national rugby league team.

Formalwear brand Hawes & Curtis has entered into a partnership with English Premier League football club West Ham United.

Newly-promoted English Premier League football club Burnley has agreed a shirt sponsorship deal with online betting company Dafabet.

Welsh Pro12 rugby union club Ospreys has agreed a five-year extension to its kit deal with Australian sportswear company BLK and has signed a one-year extension to its sponsorship agreement with pensions and investment specialist, WPS Investment Group.

Italian telematics company Octo has agreed to extend its title sponsorship of the British Grand Prix, the 12th round on this season’s MotoGP motorcycling championship.

French multinational energy firm Total has entered into a one-year partnership with the World Rallycross Championship.

Scottish Premiership football club Aberdeen has extended its shirt sponsorship deal with drilling equipment supplier Saltire Energy.

English Premier League football club Sunderland has extended its partnership with UK leisure operator Everyone Active.

Sportswear manufacturer Kooga has entered into a partnership with rugby union invitational team the Barbarians.

Soft drinks brand Irn-Bru has agreed a deal with the Scottish Professional Football League to become the title sponsor of its Challenge Cup knockout competition.

English Premier League football club Arsenal has agreed a partnership with Chilean winery Santa Rita.

Australian airline Qantas has renewed its partnership with the British & Irish Lions ahead of the rugby union team’s tour of New Zealand in 2017.

Battery manufacturer Duracell is expanding its return to sports marketing with a three-year partnership with the Great Run Series which will build brand awareness for a mass audience, Alex Haslam, Duracell UK marketing manager, told Sports Sponsorship Insider.

Internet services provider and pay-television operator Virgin Media has secured a deal to become the new main sponsor of English Premier League football club Southampton.