United Kingdom
Betfred replaces Cazoo as main sponsor of Derby, Oaks
Betting operator Betfred has been named as the new main sponsor of two of the UK's leading flat racing classics, the Derby and the Oaks
Chelsea signs long-term deal with tech firm Tempus Ex Machina
English Premier League club Chelsea has signed a seven-year agreement with California-based technology company Tempus Ex Machina
Williams hires UFC’s Asencio as chief revenue officer
Formula 1 team Williams Racing has hired Ultimate Fighting Championship (UFC) executive Paul Asencio to lead its commercial and marketing operations as chief revenue officer
Crean joins Man United as partnerships director, Jefferson moves on from lead role
Former Real Madrid head of partnerships strategy Kendall Crean has been appointed as a new partnerships director at Manchester United, in a role previously known as a relationship director, reporting into…
ROKiT launches fresh legal claim in Williams sponsorship battle
The ROKiT conglomerate has launched a fresh legal claim against Williams Racing, claiming compensation in excess of $149.5m (€137.2
‘We live and breathe chocolate and football’ | Nicholas Rogers, Cadbury
What’s important: Building deep relationships with consumers through sport.
Newcastle United posts £70.7m loss in first accounts since Saudi takeover
Premier League club Newcastle United has announced a loss of £70.7m (€80.5m/$87.6m) in the first set of accounts published since its takeover by Saudi Arabia's Public Investment Fund (PIF) in October 2021.
Long-term title sponsor replacement sought for EFL Trophy
The English Football League is looking to tie down a new title sponsor for the EFL Trophy, its second-tier domestic club cup competition
TCL adds Arsenal to sponsorship portfolio
TCL Electronics has continued its March sponsorship spending spree by adding Arsenal to its portfolio
‘Our England Rugby deal comes out really strong for us’ Gareth Griffiths, O2 and Virgin Media
Gareth Griffiths, director, partnerships and sponsorship at Virgin Media O2, talks to SportBusiness Sponsorship about the refocusing of the telco’s sponsorship portfolio following O2’s merger with Virgin Media.
Axi renews Manchester City sponsorship, backs women’s team
Australian trading platform Axi has extended its sponsorship deal with Premier League club Manchester City
FAW signs Carling deal, AllBright backs Chelsea Women
Beer brand Carling has agreed a deal to sponsor the Football Association of Wales (FAW), while private members' club AllBright has signed a partnership with Women’s Super League club Chelsea.
‘People spend more time deciding what takeaway they want’ | Peter Robb, Continental Tyres
High exposure and brand visibility are critical to any sports sponsorship deal agreed by Continental Tyres. Faaez Samadi speaks to Peter Robb, the company's marketing director for the UK and Ireland, about the firm's sponsorship strategy.
Manchester City adds SportyBet to regional betting sponsors
English Premier League football club Manchester City has signed its latest regional betting sponsor through a deal with SportyBet
SA tourism minister calls for end to ‘unlawful and invalid’ Spurs deal
South Africa’s newly appointed minister of tourism, Patricia de Lille, has described the proposed sponsorship deal between SA Tourism and English Premier League club Tottenham Hotspur as “unlawful and…
Premier League Sorare NFT deal based on minimum guarantee and share of royalties
The Premier League's licensing deal with digital collectibles and fantasy game company Sorare is based on a minimum guarantee payment and a share of royalties. Matthew Glendinning takes a closer look at the mechanics of the deal.
EXCLUSIVE: RFU turned down ExxonMobil sponsorship over PR concerns
The English Rugby Football Union (RFU) turned down a lucrative sponsorship agreement with oil and gas firm ExxonMobil over fears of a backlash from the public, SportBusiness understands.
The Big Bitcoin Giveaway – Southampton FC and Sportsbet.io
To mark the extended relationship between Southampton FC and Sportsbet