United Kingdom
Somerset extends with shirt sponsor
English County Championship cricket club Somerset has extended a sponsorship deal with UK-based independent food production company MJ Baker Foodservice.
LTA snacks on General Mills partnership
The Lawn Tennis Association, the sport’s governing body in the UK, has sealed a partnership with consumer foods producer General Mills.
Hero furthers hockey backing with Champions Trophy deals
Indian motorcycle manufacturer Hero MotoCorp has stepped up its backing of hockey by agreeing a deal with the International Hockey Federation (FIH) to sponsor the body’s 2016 Champions Trophy national team events.
FA bets on Ladbrokes partnership
British bookmaker Ladbrokes has agreed a multi-year deal to become the new official betting partner of the English Football Association.
BetEast seeks to aid global expansion with record Swansea shirt deal
Premier League football team Swansea City has signed Asian online betting brand BetEast as its new shirt sponsor in a club record deal.
Land Rover drives on with British & Irish Lions
British multi-purpose vehicle manufacturer Land Rover has renewed its partnership with the British & Irish Lions rugby union team.
Kilmarnock extends with shirt sponsor, signs Nike deal
Kilmarnock has extended its shirt sponsorship deal with transport, utilities and private construction business QTS Group, while the Scottish Premiership football club has also announced sportswear company Nike as its new kit supplier.
Arsenal wagers on Betfair renewal
Online betting company Betfair has extended and expanded its partnership with English Premier League football club Arsenal.
Manchester City pours Wolf Blass partnership
Australian winery Wolf Blass has entered into a partnership with English Premier League football club Manchester City.
Acerbis, Geico partner with WorldSBK rounds
Title sponsorship rights to the UK and US legs of the Superbike World Championship (WorldSBK) motorcycling series have been awarded to motorcycling apparel company Acerbis and insurance firm Geico, respectively.
Arsenal brokers extension with forex partner
Foreign exchange and online trading company Markets.com has signed a three-season extension to its partnership with English Premier League football club Arsenal.
Sheffield Sharks haul in title sponsorship deal
Haulage and logistics company DBL Logistics has agreed a title sponsorship deal with British Basketball League team the Sheffield Sharks.
Duracell to power Great Run Series
Global battery brand Duracell has agreed a partnership with UK long-distance running property the Great Run Series.
Nottinghamshire extends deal with shirt sponsor
Auction house John Pye Auctions has signed a two-year extension to its sponsorship deal with English county cricket club Nottinghamshire.
Chelsea to double kit partnership revenue with Nike deal
Chelsea has agreed a lucrative new partnership with sportswear supplier Nike that is worth £60m (€77m/$86m) per year, according to various reports.
Middlesbrough extends with Adidas ahead of Premier League return
Newly-promoted English Premier League football club Middlesbrough has extended its kit partnership with German sportswear giant Adidas.
Global Finanz invests in Williams partnership
Financial services company Global Finanz has entered into a partnership with Formula One motor racing team Williams.
Warwickshire builds on Selco partnership
Tool and plant hire company Selco Builders Warehouse has extended its partnership with English county cricket team Warwickshire.