United Kingdom
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.
National Badminton League secures first title sponsor
Badminton England, the sport’s organising body in the country, has secured investment platform AJ Bell as the first title sponsor of the National Badminton League (NBL) in the tournament’s second year.
Bentley restarts portfolio with The Jockey Club
Luxury carmaker Bentley has agreed its first sports sponsorship since 2011, signing a one-year deal with British racecourse operator The Jockey Club to serve as its Official Luxury Car Partner.
Boat Race Company picks up Adnams partnership
The Boat Race Company has sealed a new partnership with UK brewer Adnams Southwold.
McLaren-Honda extends Santander partnership
The McLaren-Honda Formula One world championship motor-racing team has extended a partnership with the UK division of international bank Santander UK.
Estate agent nets hat-trick of deals with Scottish clubs
Estate agent McEwan Fraser Legal has secured a trio of deals to serve as the shirt sponsor of three Scottish Premiership football clubs from next season.
Premier League nets extension to Nike partnership
The English Premier League has agreed a three-year extension to its partnership with Nike under which the US sports goods manufacturer will continue to supply the competition’s official football.
Arsenal takes to Australia with Destination NSW
English Premier League football club Arsenal has agreed a multi-year partnership with Destination NSW, the tourism and major events agency for the Australian state of New South Wales.
LTA toasts new wine partner
Global wine business Accolade Wines has entered into a partnership with the Lawn Tennis Association, the governing body for tennis in the UK.
PDC feasts on Peperami partnership
The Professional Darts Corporation has agreed a partnership with meat snacks producer Peperami.
Cheltenham Gold Cup confirms Timico as new title sponsor
Managed service provider Timico Technology Group has agreed a deal to become the new title sponsor of annual UK horse racing event the Cheltenham Gold Cup.
Kellogg’s backs Team GB on road to Rio 2016
Cereal foods manufacturer Kellogg’s has agreed a deal with the British Olympic Association to become an official partner of Team GB.
Tag Heuer lands engine branding rights as Red Bull deal confirmed
Formula One team Red Bull Racing has confirmed a deal with luxury watch brand Tag Heuer, with the Swiss company set to take on branding rights to the team’s power unit from the 2016 season of the motor racing championship.
Bookmakers sign up to authorised betting partner scheme in Britain
Betfair, 32Red and Bet365 have been unveiled as authorised betting partners of the British Horseracing Authority.
Old Mutual Wealth replaces QBE as RFU’s autumn internationals partner
The Rugby Football Union has agreed a four-year partnership with Old Mutual Wealth under which the UK wealth management business will become the new title sponsor of the England men’s and women’s autumn internationals.
Wigan Warriors welcome back 188Bet for 2016 season
English Super League rugby league club Wigan Warriors has signed bookmaker 188Bet as its new main sponsor.