United Kingdom
Scottish Rugby drinks to A.G. Barr extension
Scottish Rugby, the governing body of rugby union in the country, has extended its partnership with soft drinks manufacturer A.G. Barr.
Betway pots UK Championship extension
Betting and gaming company Betway has retained its title sponsorship rights to snooker’s UK Championship for a further two years.
Qatari money adds to UK horseracing’s sponsorship mix
Super League dishes out Batchelors Peas partnership
The English Super League rugby league competition has entered into a partnership with canned peas brand Batchelors Peas.
Under Armour wraps up Wales rugby until 2024
An enhanced nine-year deal with US-based sporting goods brand Under Armour has tied up the Welsh Rugby Union’s (WRU) kit supply and autumn internationals properties until 2024 in light of increased commercial income by at least 15 per cent.
ECB gulps down Greene King partnership
The England and Wales Cricket Board has unveiled Greene King IPA as the official beer of England cricket.
Dacia gears up English rugby league partnership
Car brand Dacia has secured a partnership with the Rugby Football League, the governing body of rugby league in England.
Snooker’s World Seniors Championship signs new title sponsor
Online gambling operator 888sport has struck a deal to become the title sponsor of this weekend’s World Seniors Championship snooker tournament.
Manchester United partners with Indonesian drinks brand
English Premier League football club Manchester United has entered into a regional partnership with Indonesian isotonic drinks brand You.C1000.
Land Rover steps up Extreme Sailing Series backing
British multi-purpose vehicle manufacturer Land Rover has signed a two-year extension to its partnership with the Extreme Sailing Series.
Somerset adopts naming rights partner for historic County Ground
English county cricket club Somerset has agreed a five-year naming rights deal with financial advisory firm Cooper Associates for its County Ground home in Taunton.
Under Armour drives Welsh rugby forward with enhanced WRU extension
The Welsh Rugby Union has agreed a nine-year extension to its partnership with US sportswear manufacturer Under Armour.
Manchester United opens new category with Columbia deal
English Premier League football club Manchester United has entered into a global partnership with outdoor clothing manufacturer Columbia Sportswear.
UK Sport checks in with IHG
National high performance sports agency UK Sport has entered into a multi-year partnership with the InterContinental Hotels Group.
Boat Race title sponsors donate rights to Cancer Research UK
Title sponsorship of the 2016 Boat Race has been donated to the Cancer Research UK (CRUK) charity after an agreement between two of the event’s commercial partners was reached.
Sky Bet ups stake in Football League title sponsorship
Online sports betting company Sky Bet is understood to have had a late change of heart about the value of its title sponsorship deal with the English Football League, clearing the way last month for a renewal of its deal.
Indonesian bank invests in Arsenal partnership
English Premier League football club Arsenal has sealed a partnership with PT Bank Muamalat Indonesia TBK.
Dickies equips British Superbikes through enhanced partnership
The British Superbike Championship motorcycling series has enhanced its partnership with workwear manufacturer Dickies.