United Kingdom
Kia backs launch of Women’s Cricket Super League
Korean automotive company Kia has been named the title sponsor of the Women’s Cricket Super League, a new six-team competition formed by the England and Wales Cricket Board.
Carlsberg renews long-running Liverpool relationship
English Premier League football club Liverpool has extended a sponsorship deal with the Carlsberg brewery.
ECB drinks to Foster’s partnership
Australian lager brand Foster’s has agreed a two-year sponsorship deal with the England and Wales Cricket Board.
UK rugby league deals cover the six-figure field
Although the two biggest rugby league sponsorship properties in England – title sponsor of the English Super League, the top-tier club league, and title sponsor of the Challenge Cup, the leading club cup competition – have ambitions towards £1m (€1.3m/$1.4m) annual valuations, all central English Super League sponsorship deals are worth six-figures in pounds sterling per year.
Lions dress for success with Thomas Pink
UK-based formalwear company Thomas Pink has renewed its partnership with the British and Irish Lions rugby union team.
Manchester City agrees Chinese-focused partnership with SoccerWorld
The Chinese division of sports activity centre SoccerWorld has entered into a regional partnership with English Premier League football club Manchester City.
Sailing’s Transat race secures title sponsor
French bakery goods brand Bakerly has been named the new title sponsor of the Transat sailing event.
Durham drinks to new beer partnership
Australian lager brand Foster’s has secured a partnership with English county cricket club Durham.
TCS adds London Marathon to distance running portfolio
IT services, consulting and business solutions organisation Tata Consultancy Services has agreed a three-year partnership with the London Marathon in a deal that will seek to enhance the digital experience delivered to participants.
Barclays maintains Premier League association with new deal
British banking group Barclays will maintain its association with the Premier League after its title sponsorship agreement with the top tier of English football expires at the end of the current season.
Manchester City extends Hays contract
Global recruitment specialist Hays has signed a three-year extension to its global partnership with English Premier League football club Manchester City.
Kent enters County Championship campaign with new shirt sponsor
Nursing agency Go Tec has agreed a shirt sponsorship deal with English county cricket club Kent.
Sussex secures new naming rights partner for home ground
English county cricket team Sussex has entered into a partnership with 1st Central, under which the car insurance provider will take on naming rights to the club’s home ground.
Gulf Oil motors into football market with Manchester United
Fuel company Gulf Oil International has entered into a global partnership with English Premier League football club Manchester United.
Sky Bet signs on to British Horseracing Authority’s ABP scheme
Online bookmaker Sky Bet has signed a three-year deal to become the latest authorised betting partner of the British Horseracing Authority.
McLaren walks on with major sponsor
Diageo-owned whisky brand Johnnie Walker has signed a multi-year extension to its partnership with Formula One motor racing team McLaren-Honda.
Scottish Rugby refreshes sponsor roster with Crabbie’s deal
UK alcoholic ginger beer brand Crabbie’s has entered into a partnership with Scottish Rugby, the governing body of rugby union in the country.
Lions toast new wine partnership
New Zealand wine brand Mud House Wines has entered into a partnership with the British and Irish Lions rugby union team.