United Kingdom

English Premier League football club West Bromwich Albion has agreed a new sponsorship deal with online gambling company 666Bet.

English Premier League football club Hull City has entered into the largest shirt sponsorship deal in its history after reaching an agreement with online betting company 12Bet.

Scandinavian online gaming website ComeOn! has struck a partnership with English Premier League football club Liverpool.

English Premier League football club Manchester United has announced a multi-season global partnership with Japanese food brand Nissin.

English Premier League football club West Bromwich Albion has extended sponsorship deals with outdoor clothing and equipment provider Jack Wolfskin and online gambling company Bet365.

UK insurance company Friends Life has struck a deal with the British Cycling organisation to become the first title sponsor of the Tour of Britain race.

German sportswear giant Adidas has confirmed speculation that it will become Manchester United’s new kit partner by announcing a record 10-year deal with the English Premier League football club.

South Korean automotive manufacturer Kia Motors has reached a two-year deal with the England and Wales Cricket Board (ECB) to become an official partner of England women’s cricket.

Irish beer brand Guinness has been unveiled as the new title sponsor of the Pro12 European club rugby union tournament.

English Premiership rugby union team Bath has signed a two year title sponsorship with locally based vacuum cleaner manufacturer Dyson.

Energy drinks brand POSI+IV has agreed a sponsorship deal with organisers of the Women’s British Open for the 2014 edition of the golf tournament, which commences today at Royal Birkdale in Southport, England.

Small business accounting software provider Intuit QuickBooks has agreed a one-year deal to become the new principal sponsor of English Premier League football club West Bromwich Albion for the 2014-15 season.

Nike has confirmed it will not extend its long-term partnership with Manchester United beyond the 2014-15 season, stating the terms being sought by the English Premier League football club do not represent good value for the US sportswear company’s shareholders.

US sportswear giant Nike has ended talks over extending its kit supplier agreement with English Premier League football team Manchester United, according to the Bloomberg and Reuters news agencies.

The British Swimming national governing body has entered into a partnership with the Royal Navy.

Global online payments provider Optimal Payments has agreed a two-year shirt sponsorship deal with English Premier League football team Crystal Palace.

Sportswear companies Adidas, Nike and Warrior remain in the running to become the next kit partner of English Premier League football club Manchester United, according to the BBC Sport website.

Swimwear manufacturer Speedo has been unveiled as the latest sponsor of the Glasgow 2014 Commonwealth Games.