United Kingdom
Kappa nets groundbreaking British basketball deal
Italian sportswear brand Kappa has agreed a deal to become the exclusive apparel sponsor of the British Basketball League, the Women’s Basketball League and Great Britain’s men’s, women’s and junior national teams.
Approved Garages to support Netball Superleague
UK garage network Approved Garages has become a sponsor of the Netball Superleague in England.
Liverpool connects with Skype
Online communications platform Skype has entered into a global partnership with English Premier League football club Liverpool.
Marriott upgrades NBA partnership
Hotel group Marriott International has expanded its partnership with North American basketball league the NBA by agreeing to sponsor its Global Games event in London, England later this week.
Ford replaces Jaguar as Team Sky partner
British UCI WorldTour cycling outfit Team Sky has entered into a partnership with automotive giant Ford.
Standard Life Investments scrums down with the Lions
The British & Irish Lions rugby union team has agreed a deal for global asset manager Standard Life Investments to become its new principal partner for the 2017 tour to New Zealand.
Tottenham becomes EZTrader’s latest Premier League partner
Binary options trading company EZTrader has entered into a partnership with English Premier League football club Tottenham Hotspur.
New Balance set to land England cricket kit deal – reports
US sportswear brand New Balance has reportedly agreed a deal with the England & Wales Cricket Board to become the new official kit supplier for the English national team.
Coral furthers snooker backing with Shoot-Out deal
Betting company Coral has been named title sponsor of the 2016 edition of snooker’s Shoot-Out competition.
Evans Cycles signs up to support RideLondon
UK specialist bike shop Evans Cycles has become an official partner of this year’s RideLondon mass-participation cycling event.
Wihuri extends Williams link
Formula One motor-racing world championship team Williams has renewed a partnership with Finnish conglomerate Wihuri.
BetVictor extends title sponsorship of snooker’s Welsh Open
Online casino and sportsbook operator BetVictor has signed a new one-year deal to remain the title sponsor of the Welsh Open snooker tournament.
SPFL opens up new kit sponsorship option
Scottish football clubs will from next season be permitted to use an additional area of their playing jerseys for sponsorship purposes, the Scottish Professional Football League has announced.
Football League renews Sky Bet title sponsorship
The English Football League has renewed a title sponsorship agreement with online bookmaker Sky Bet.
Jockey Club banks Close Brothers partnership
The Jockey Club, the group that oversees the running of 15 of the UK’s leading racecourses, has entered into a partnership with merchant banking group Close Brothers.
Rhino extends with Lions for 2017 tour
Rugby equipment manufacturer Rhino has opted to extend its partnership with the British and Irish Lions rugby union team.
BHA to open up racing sponsorship
The British Horseracing Authority (BHA) will open up racing sponsorship to bookmakers that do not feature in its Authorised Betting Partner initiative, according to the UK’s Guardian newspaper.
Old Mutual raises end-consumer awareness with RFU
Financial services brand Old Mutual Wealth has signed its first major sports sponsorship, to serve as a Principal Partner of the English Rugby Football Union from mid-2016 to mid-2020, in order to increase brand awareness and affinity among increasingly savvy end customers.