United Kingdom

Medical electronics group Toshiba Medical Systems has agreed a deal to become a sponsor of the Glasgow 2014 Commonwealth Games.

Nestlé Waters’ Buxton brand has reached an agreement to sponsor the first three stages of this year’s Tour de France.

English Premier League football team West Ham United has agreed a deal with Marathonbet to make the online bookmaker its global betting partner.

English Premier League football club Swansea City has struck the largest sponsorship deal in its history by extending an agreement with its main sponsor, global financial services provider Goldenway.

Arsenal and Liverpool have joined English Premier League counterpart Manchester City in entering into three-year partnerships with PruHealth, PruProtect and their parent company Discovery.

English Premier League champion Manchester City and its affiliated FA Women’s Super League team have announced a three-year joint club partnership with PruHealth, PruProtect and their parent company Discovery.

Hong Kong-based air freight solution provider ASR Holdings has agreed a one-year extension to its partnership with English football team Queens Park Rangers after the club gained promotion back to the top-tier Premier League.

English Premier League football team Sunderland has continued a busy period commercially by sealing a two-year partnership with stadium and event lighting company Thorn Lighting.

Glasgow 2014 has announced cereal foods manufacturer Kellogg’s as the latest addition to the commercial roster for this summer’s Commonwealth Games.

GPS technology firm Garmin has agreed a deal to become an official supplier to British Triathlon.

English Premiership rugby union club Harlequins has agreed a three-year kit partnership, from 2014-15 to 2016-17, with German sportswear company Adidas.

Health club group Fitness First has struck a deal to become the first ever fitness partner of the British Olympic Association.

English Premiership rugby union club Harlequins has announced a five-year deal, from 2014-15 to 2018-19, under which logistics company DHL will become its new main sponsor.

English Premier League football club Manchester United has sealed a multi-year sponsorship deal with Korean pharmaceutical company Cho-A Pharm.

Buxton Water is using sponsorship to increase awareness around its brand repositioning as a high quality mineral water, Alberto Kechler, Senior brand manager at Buxton and Nestlé Pure Life told Sports Sponsorship Insider.

English Premier League football club Sunderland has signed an extension to its partnership with Asian online gaming operator TLC188.com.