United Kingdom

SportBusiness Sponsorship has canvassed the opinion of experts from sports legal and sports marketing backgrounds to ask what the UK government's gambling white paper will mean for the industry. Matthew Glendinning reports.
Motorsport
Sponsorship & Marketing

The Goodwood Festival of Speed has agreed a multi-year sponsorship with Pirelli to become the Exclusive Tyre Partner for the annual motorsport festival
Football

Southampton FC’s director of marketing and partnerships said the club took a deliberate decision to sign a standalone shirt sponsor for its women’s team, believing that the brand would be more likely to put its full weight into activating the rights.
Darts
Events

Law firm Pogust Goodhead has agreed a deal with the Professional Darts Corporation (PDC) to promote its My Diesel Claim service through title sponsorship of the 2023 World Cup of Darts
Multiple Sports
Finance & Law

The UK’s Pitch Marketing Group has claimed it will become the first sports marketing agency to be employee owned.
Multiple Sports
Sponsorship & Marketing

The UK government’s long-awaited white paper to ensure ‘gambling laws are fit for the digital age’ has imposed no definitive new limits on gambling company sponsorships in UK sport. T
Cricket
Sponsorship & Marketing

The England and Wales Cricket Board (ECB) has signed luxury watchmaker Rado as its first-ever Official Timing Partner
Football
Sponsorship & Marketing

A change in strategy at AB InBev has let in Carling to exploit FA Cup rights, while Budweiser supports the England national teams and holds Wembley Stadium pouring rights. Matthew Glendinning reports.
Football
Industry Moves

James Bisgrove, commercial and marketing director at Glasgow Rangers, has been promoted to the role of chief executive at the Scottish Premiership club
Esports
Sponsorship & Marketing

London Stock Market-listed esports organisation Guild Esports has signed a three-year sponsorship and merchandising deal with Danish sports brand Hummel
Rugby Union
Sponsorship & Marketing

The British and Irish Lions and Rugby Australia have announced that CSM Sport & Entertainment has been selected as the 2025 Tour's exclusive sponsorship agency
Netball
Industry Moves

The UK’s Netball Super League (NSL) has recruited Netball Scotland chief executive Claire Nelson as its first-ever managing director with the Rugby Football League’s Mark Foster named as chief commercial off…
Wheelchair Rugby
Sponsorship & Marketing

Fan engagement and rewards platform Socios has entered into an agreement with Great Britain Wheelchair Rugby (GBWR)
Cycling
Sponsorship & Marketing

British Cycling has announced two new long-term commercial partnerships with travel specialists Destination Sport Travel and Sportive Breaks.
Cycling

British Cycling's addition of Shell to its sponsorship portfolio is part of a stagey to broaden the range of its commercial partners, reports Matthew Glendinning
Rugby Union
Licensing & Merchandising

The British & Irish Lions have opted to extend their approach to commercialising the team’s overseas tours by entering into a joint venture with Rugby Australia.
Football
Sponsorship & Marketing

The Scottish Professional Football League (SPFL) has said that there are currently no plans for it to follow the lead of the English Premier League by introducing a ban on clubs signing gambling companies…
Football
Sponsorship & Marketing

Premier League clubs have ‘bowed to the inevitable’ by collectively agreeing to withdraw gambling sponsorship from the front of clubs’ matchday shirts, starting after the end of the 2025-26 season.