United Kingdom

The Ultimate Fighting Championship mixed martial arts series has announced a promotional partnership with the 2015 European Judo Championships.

Builders’ merchants Travis Perkins have extended their title sponsorship of European Senior Tour golf event the Travis Perkins Masters.

Health insurance provider Vitality has announced a partnership with the Rugby Football Union, governing body of the sport in England.

Drinks producer Diageo is one of a number of companies said to be interested in acquiring the title sponsorship rights to the English Premier League top-tier club football competition, according to UK broadcaster Sky News.

Premiership Rugby, which operates the top division of rugby union in England, has extended a partnership with wine brand Bodega Trivento.

English Premier League football club Chelsea has entered into a new partnership with Indian new generation bank IndusInd Bank.

English Super League rugby league club Leeds Rhinos has extended a partnership with the Leeds Building Society.

English county cricket club Leicestershire has reached an agreement to make higher education institution De Montfort University its main sponsor.

English Premier League football club Manchester United has signed a multi-year deal with Swissquote making the firm its first commercial partner in the foreign exchange sector.

The Rugby Football League, the governing body for the sport in England, has signed two sponsorship deals for its flagship properties.

Social media network Sportlobster signed up to be the presenting partner of the NBA Global Games in London between the Milwaukee Bucks and the New York Knicks this month.

In 2013, Papa John's agreed a one-season deal to become the Official Pizza Partner of The Football League, the world’s original league football competition. Thirty-seven clubs were selected to play a deeper, ‘opt-in’ role in the partnership. These teams were selected based on the size of their support, the strategic business importance of their local area, and the number of franchisees nearby.

Business insurance company QBE European Operations began its first major external brand building campaign in October 2009 through a sponsorship of Premiership Rugby, the top rugby union league in England, and a partnership with the Rugby Football Union (RFU), the country’s national governing body, in February 2010.

Prudential RideLondon was created as a legacy of the 2012 Olympic and Paralympic Games to inspire more people to take up cycling and to generate economic benefit by showcasing London and the nearby county of Surrey to national and international audiences.

Australian sportswear manufacturer BLK will provide kits to the English national rugby league team for the next four years under an agreement with the Rugby Football League.

News broadcaster CNN International has reached a multi-year agreement to partner the McLaren Formula One motor racing team from the 2015 season.