United Kingdom

Online betting company Betway has been announced as the title sponsor of World Snooker’s Shoot-Out and World Seniors Championship.

Telecommunications brand O2 is pursuing a three-pronged sponsorship strategy led this year by the activation of its England national rugby team rights in advance of the 2015 Rugby World Cup.

English Premier League football club Southampton has entered into a partnership with vitamins and supplements company Healthspan Elite.

To mark the start of the Cricket World Cup in Australia and New Zealand this month, Sports Sponsorship Insider has completed a survey of the sponsorship portfolios for the boards of Australia, England, India, New Zealand, Pakistan, South Africa, Sri Lanka and the West Indies.

English county cricket club Hampshire has renewed its sponsorship deal with brewery Marston’s Beer Company.

Gaming company Betway's Principal Partner deal with English Premier League club West Ham United, struck last month, is likely to see the club’s two existing gaming partners move on at the earliest opportunity.

The European arm of Japanese tyre manufacturer Falken Tyre has become an official partner of the English Super League rugby league competition.

Global payment provider Afex has signed up as a partner of the rugby league’s 2015 World Club Series.

Harrogate Spring Water has signed a three-year sponsorship deal with Ascot Racecourse in the UK.

English Premier League football club Southampton has signed a kit supplier deal with Adidas less than a year after terminating its previous agreement with the German sportswear giant.

Liverpool has signed up skincare brand Nivea Men as the English Premier League club’s official men’s grooming partner.

Oil and lubricants manufacturer Rock Oil has signed a two-year associate-level partnership with the British Superbike Championship.

Ascot Racecourse has agreed a sponsorship deal with soft drinks manufacturer Appletiser.

English county cricket team Warwickshire has agreed a shirt sponsorship deal with tool and plant hire company Selco Builders Warehouse.

The British Open Squash Championships will return to Hull for the next three years after Dr Assem Allam, the owner of English football Premier League club Hull City, signed a deal to continue as the title sponsor of the event.

Japanese electronics company Toshiba has reached a deal to become an official tournament sponsor of the 2015 Rugby World Cup.