United Kingdom

English Premier League football clubs Southampton and Leicester City have secured betting partners ahead of the 2014-15 season.

English Premier League football club Tottenham Hotspur has agreed a two-year deal to make online gaming company Marathonbet its official betting partner.

UK recycling company Powerday has agreed a two-year sponsorship deal with London Irish to continue as the English Premiership rugby union team’s principal sponsor until the end of the 2015-16 season.

South African beer brand Hansa Pilsener has sealed sponsorship deals with English Premier League football teams Manchester City and Arsenal.

The English Premier League, the top division of football in the country, has extended an existing agreement with video game developer EA Sports through to the end of the 2018-19 season.

English Premier League football team Liverpool has signed a two-year extension to its regional partnership with IT, electronics and furniture retailer Courts Asia.

The Women’s British Basketball League has agreed a deal with sports equipment manufacturer Molten for its inaugural 2014-15 season.

English Premier League football team Liverpool has announced a two year partnership with online Forex trading company InstaForex.

English Premier League football club Arsenal has agreed a two-year extension to its partnership with UK pay-television channel BT Sport.

Argentinian wine brand Trivento, part of the Concha y Toro stable, has become an official supporter of rugby union’s English Premiership top division.

Bristol Flyers have signed up recruitment company RSG as its headline sponsor ahead of its debut season in the British Basketball League.

Industry experts have labelled sponsorship sales for the 2014 Commonwealth Games in Glasgow a success after the event closed on a number of supplier deals this month to complete its programme and reach record Commonwealth revenues.

The creation of a new European club rugby tournament and an increase in competition for qualification to the tournament from Pro12 clubs were driving factors behind an increase in the value of title sponsorship rights for rugby union’s Pro12 league.

Shirt sponsorship deals by English Premier League clubs Hull City and Burnley with gaming sector brands 32Red and Fun88, respectively, appear to have dampened concerns that the sector would stay clear of football shirt sponsorships this summer because of UK gaming legislation coming into effect later this year.

Carmaker Mercedes-Benz, watchmaker Rolex and IT company IBM are the most prolific sponsors among the brands that sponsor golf’s four major tournaments. Each has a deal with more than one Major. The 21 main sponsorship positions across the four tournaments are taken up by 16 different brands.

Glasgow 2014 has signed up beverage brand Gatorade as a sponsor of the Commonwealth Games ahead of the start of the multi-sport event in the Scottish city this week.