United Kingdom

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…
Football

The South African government is exploring a ‘non-binding’ proposal from its tourism board to sponsor Premier League club Tottenham Hotspur.
Football

Cryptocurrency exchange OKX has signed up four Manchester City players to endorse a new fan offering based on exclusive ‘immersive metaverse experiences’.
Rugby Union

Sports marketing company Global Sports Media has added former Scottish Rugby Union (SRU) sponsorship manager David Whiteford as its head of business development and strategy
Esports

London Stock Exchange-listed Guild Esports has reported record revenues of £4.5m ($5.5m/€5.1m) in its 2022 annual results, an increase of 137 per cent from 2021.
Football

The longer a new stadium goes without a naming sponsor, the harder it is to find one prepared to pay a high fee. Frank Dunne asks why teams from the most watched football league in the world so often struggle to land venue sponsors.
Football

Digital collectibles and fantasy game company Sorare has signed a four-year licensing deal with the Premier League, adding to its licensee agreements with major sports organisations, including the NBA…
Football

The English Football Association has signed up beer brand Carling as a sponsor of its flagship men’s and women’s cup competitions.
Rugby Union

Welsh Rugby Union (WRU) top-tier sponsors Principality, Admiral and Vodafone have publicly called out allegations of bullying and discrimination within the governing body and demanded that immediate action…
Multi-sport

Commonwealth Games England has announced that Mark Osikoya, who currently works for North American basketball league the NBA, will become its new chief executive
Cricket

The England and Wales Cricket Board (ECB) is searching for a new Principal Partner for The Hundred after online automotive retailer Cazoo chose not to renew its contract amid ongoing financial problems…
Cricket

LV= Insurance has decided not to renew its sponsorship agreement with the England & Wales Cricket Board when the term expires at the end of 2023
Football

VistaPrint, a Dutch e-commerce company providing small businesses with design and print services for custom physical and digital marketing products, has a multi-year agreement with Liverpool Football Club (LFC) as the official small business design and marketing partner.
Golf

The IMG agency has struck a long-term renewal agreement with the R&A across various commercial rights and services, including a heightened focus on digital content through Seven League
Snooker

The World Snooker Tour (WST) has signed crypto casino and sportsbook Duelbits as the new title sponsor of three of its events – the World Grand Prix, Players Championship and Tour Championship.
Football

Online automotive retailer Cazoo has announced that it will not renew its shirt sponsorship agreement with Premier League club Aston Villa following its expiry at the end of the 2022-23 season and amid…
Multiple Sports

British sportswear brand Castore has taken up the option of increasing the size of its debt facility by £25m (€28.4m/$30.4m