United Kingdom

Football

High exposure and brand visibility are critical to any sports sponsorship deal agreed by Continental Tyres. Faaez Samadi speaks to Peter Robb, the company's marketing director for the UK and Ireland, about the firm's sponsorship strategy.
Football

English Premier League football club Manchester City has signed its latest regional betting sponsor through a deal with SportyBet
Football

South Africa’s newly appointed minister of tourism, Patricia de Lille, has described the proposed sponsorship deal between SA Tourism and English Premier League club Tottenham Hotspur as “unlawful and…
Football

The Premier League's licensing deal with digital collectibles and fantasy game company Sorare is based on a minimum guarantee payment and a share of royalties. Matthew Glendinning takes a closer look at the mechanics of the deal.
Rugby Union

The English Rugby Football Union (RFU) turned down a lucrative sponsorship agreement with oil and gas firm ExxonMobil over fears of a backlash from the public, SportBusiness understands.
Football

To mark the extended relationship between Southampton FC and Sportsbet
Rugby Union

Continental Tyres believes it can gain a more significant share of voice in the uncluttered rugby market than it would from a sponsorship deal in football. Faaez Samadi reports the tyre brand's new sponsorship agreement with the English Rugby Football Union.
Cycling

Sports clothing manufacturer Kukri Sports has been appointed as the official provider of workforce and volunteer clothing at the 2023 UCI Cycling World Championships taking place in Glasgow and across…
Football

Chelsea is the latest Premier League club to unveil a sponsorship extension with Cadbury, just three days after the chocolate brand announced its renewal with Manchester United
Esports

UK-based esports brand Excel Esports has named banking group HSBC UK as the organisation's ‘Official Financial Services Partner and Financial Health Provider’.
Swimming

British Swimming has appointed Drew Barrand as its new chief executive ahead of next year’s Olympic and Paralympic Games in Paris.
Football

Premier League club Manchester United has announced that chocolate brand Cadbury has agreed a multi-year extension to its global sponsorship deal
Football

The Scottish Football Association (SFA), Scottish Professional Football League (SPFL) and Scottish Women’s Premier League (SWPL) have announced the creation of a centralised commercial operation that t…
Rugby Union

The English Rugby Football Union (RFU) has unveiled Continental Tyres as a new sponsor in a multi-year deal
Cycling

European retail store group Lidl has agreed a sponsorship deal with the inaugural Cycling World Championships, which will be staged at venues in Glasgow and across Scotland from August 3-13
Esports

David Beckham co-owned esports organisation Guild Esports has launched a new in-house production and creative studio to provide bespoke campaigns for its sponsors, as well as independent brands and media…
Multiple Sports

Swiss virtual advertising firm Aim Sport has had to publish a press release correcting a number of ‘inaccurate statements’ it made after rival company Supponor was found to have infringed its patent by …
Sailing

The Great Britain SailGP Team has secured its first title sponsor through a three-year deal with Dubai-based airline Emirates