United Kingdom
BetVictor signs up with BHA
Online casino and sportsbook operator BetVictor has agreed a three-year deal to become an ‘authorised betting partner’ of the British Horseracing Authority (BHA).
Peugeot expands presence in tennis
French automotive manufacturer Peugeot has expanded its commitment to tennis by striking an agreement with the Lawn Tennis Association (LTA) in Britain.
Liverpool taps into Thai market with new partnership
English Premier League football club Liverpool has entered into a partnership with Thai coconut water brand Chaokoh.
City Football Group builds global partnership with Wix
Web development platform Wix has entered into a global partnership with City Football Group, the entity that controls English Premier League football club Manchester City, Major League Soccer franchise New York City FC and Australian A-League team Melbourne City.
DraftKings takes EPL route into UK market
DraftKings’ deals with three English Premier League clubs are a precursor to a major UK marketing push set to start from the 2016-17 season.
Waitrose to end role as main sponsor of English cricket
The England and Wales Cricket Board is searching for a new main partner after supermarket chain Waitrose opted not to renew its sponsorship deal.
BetVictor hits the bullseye with World Matchplay extension
Online casino and sportsbook operator BetVictor has reached an agreement with the Professional Darts Corporation to remain title sponsor of its World Matchplay tournament for a further three years.
Local company upgrades Somerset partnership
English county cricket club Somerset has signed a two-year shirt sponsorship deal with local hydraulic hoses and couplings supplier Rotec.
Newcastle Falcons toast new shirt sponsor
UK brewer Greene King has agreed shirt sponsorship deals with English Premiership rugby union team Newcastle Falcons and Newcastle Thunder, which competes in the third tier of English rugby league.
Scottish Rugby prints News UK partnership
Scottish Rugby, the governing body of rugby union in the country, has entered into a three-year partnership with media company News UK.
Bridgestone seals UK golf tournament partnerships
Bridgestone UK’s tyre division has expanded its presence in golf by sealing partnerships with three UK-based tournaments in 2016.
Arsenal to aid Kenyan football development through SportPesa partnership
English Premier League football club Arsenal has entered into a partnership with online sports betting firm SportPesa.
United heads to the movies with 20th Century Fox
English Premier League football club Manchester United has sealed a global partnership with film producer and distributor 20th Century Fox.
Beats follows Bayern deal with Chelsea partnership
Audio products manufacturer Beats Electronics has entered into a partnership with English Premier League football club Chelsea.
Scottish Rugby stays fresh with Dove extension
Scottish Rugby, the governing body of rugby union in the country, has renewed its partnership with male skincare brand Dove Men+Care.
Commonwealth Games England seeks first-ever presenting partner, appoints agency
Commonwealth Games England is seeking a presenting partner for the first time in its 85-year history, while the body has also teamed up with consultancy firm Female Sports Group to support its commercial operations.
ECB brews Yorkshire Tea extension
The England and Wales Cricket Board has extended its partnership with tea producer Yorkshire Tea.
DraftKings prepares for UK launch with Premier League club deals
US daily fantasy sports operator DraftKings has entered into partnerships with English Premier League football clubs Arsenal, Liverpool and Watford ahead of its impending launch in the UK.