United Kingdom

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
Motorsport

The Mercedes Formula 1 team has signed multi-year sponsorship agreements with Qualcomm Technologies and G42, while Red Bull Racing has agreed a deal with fitness brand Built for Athletes
Football

The Premier League is reported to be closing in on a lucrative six-year extension to its sponsorship and licensing agreement with EA Sports that would be worth close to £488m ($587.6m).
Football

Premier League club Tottenham Hotspur has announced that its total revenues rose by 22 per cent in 2021-22, boosted by a number of new commercial deals and the post-Covid return of matchday spectators
Motorsport

Formula 1 motor-racing team Aston Martin Aramco Cognizant has added three new global partners to its sponsorship portfolio ahead of the 2023 season
Football

Coventry Building Society has agreed a deal to sponsor the Arnold Clark Cup, the annual women’s football tournament featuring England’s ‘Lionesses’. The
Cricket

Cricket-based Non-Fungible Token (NFT) platform FanCraze has made its first entry into the English and Welsh domestic game by signing with 12 of the 18 first-class counties
Football

In October 2021 Tencent Games' PUBG Mobile video game officially linked up with Liverpool Football Club (LFC) for an in-game collaboration built on shared teamwork and camaraderie which enhanced fan passion…
Football

In May 2022 AFC Ajax Amsterdam and Sandals Resorts International (SRI) teamed up to support the local community and inspire future generations on the Caribbean island of Curaçao through a school-based …
Football

English Premier League club Chelsea is preparing to find a new front-of-shirt sponsor once its deal with mobile phone network Three expires at the end of the season
Motorsport

Formula 1 team Williams Racing has signed a North American-focused sponsorship deal with Anheuser-Busch beer brand Michelob Ultra as the global motorsport series looks to further establish itself in the…
Football

In summer 2022, Arsenal and official kit supplier Adidas teamed up with agency Weirdo to launch the new 2022-23 away kit while the club was on a US Summer Tour through an integrated campaign called ‘Little I…
Football

During the 2021-22 Premier League season Southampton FC’s crypto-betting sponsor Sportsbet.i
Football

American Express marked the 10-year anniversary of its partnership with Brighton & Hove Albion FC at the end of the 2021-22 Premier League season with a fan shirt swap activation that invited 250 fans…
Football

Nivea Men leveraged its partnership with Liverpool FC (LFC) through the 2021-22 season via a three-pronged focus on health, wellness and community with a set of awareness, reward and content-led activations…
Football

For the 2022-23 season, Everton FC and technical partner Hummel expanded their existing ‘My Everton’ collaboration and turned it into a web-based, social media-amplified, weekly series of authentic fir…