United Kingdom

UK online bookmaker Sky Bet has agreed a five-year deal to become the new title sponsor of the English Football League.

UK-based boxing promotions company Frank Warren Promotions and its associated pay-television channel Box Nation has agreed a title sponsorship deal with bookmaker BetFred for its two major summer fight cards.

Chris Hornbuckle, Vauxhall’s head of sponsorship, discusses the business decisions behind the company’s sponsorship strategy.

GlaxoSmithKline is in talks with the International Olympic Committee about joining its TOP sponsor program, according to US news sources.

English Super League rugby league club St Helens has extended its shirt sponsorship deal with tea producer Typhoo for a further three seasons.

Online ticket marketplace StubHub has agreed a three-year deal with Northampton Saints to become an elite sponsor of the English Premiership rugby union club until at least 2016.

The Lawn Tennis Association, the governing body for tennis in the UK, is projecting commercial revenue will surpass £10m for the first time in 2014.

BP is to continue its support of British athletes until 2016 after agreeing to become a top-level partner of the British Olympic Association and the British Paralympic Association.

The Scottish Open has teamed up with Aberdeen Asset Management and the Scottish Government to extend the financial services company’s title sponsorship of the golf tournament through to 2017.

The English Football League has announced a new sponsorship deal with pizza chain Papa John’s.

Cardiff City has agreed a sponsorship package with the Welsh government worth in excess of £100,000 (€117,000/$152,000) to promote tourism in Wales during its debut season in football’s English Premier League.

The International Triathlon Union has announced a partnership with Opel and Vauxhall’s Ampera brand to make the electric car its official auto supplier for the 2013 World Triathlon Series races in Hamburg, Stockholm and London.

English Premier League football club Manchester City has continued its commercial expansion into the Asian market by agreeing a partnership with car battery brand GS Battery in Thailand.

British Cycling has signed a renewed agreement to retain cycling products manufacturer Madison as an official supplier.

English Premier League football club Tottenham Hotspur has announced that technology giant HP will be the club’s principal partner for the 2013-14 season.

The Scottish Open has unveiled Turkish Airlines as an official sponsor on the eve of the golf tournament’s 2013 edition.

English Premier League football team Manchester United has announced a five-year partnership with the Aeroflot airline – an agreement that marks the club’s first commercial deal with a Russian company.