United Kingdom

International investment holding company Bidvest and its UK food service subsidiary BFS Group have agreed a one-year extension to their principal partnership with English Premier League football team Sunderland.

Malaysian low-cost airline AirAsia has agreed a one-year extension to its shirt sponsorship deal with English football team Queens Park Rangers after the club gained promotion back to the English Premier League.

Scottish car dealership Arnold Clark has become an official sponsor of the Glasgow 2014 Commonwealth Games.

Drilling equipment supplier Saltire Energy has agreed a three-year partnership with Aberdeen that makes it the Scottish Premiership football team’s shirt sponsor.

English Premier League champion Manchester City has entered into a two-year marketing partnership to promote Thai seven-a-side youth football tournament Seven Shoot.

English Premier League football club Everton has agreed a one-year partnership with gaming technology provider Power8 for the 2014-15 season.

English rugby union’s governing body the Rugby Football Union has agreed a new strategic partnership with multinational professional services company EY.

Scottish communications firm the Leith Group has reached an agreement with Glasgow 2014 to serve as the official marketing and advertising services provider for this summer’s Commonwealth Games.

Supporting the brand outside of its headquarters in London is at the forefront of the telecommunications company BT’s sponsorship work, Richard Young, commercial director for BT, told Sports Sponsorship Insider.

The Welsh Rugby Union has announced banking group NatWest as sponsor for the return of the Wales Senior Trial match.

Welsh Pro 12 rugby union team the Scarlets has sealed a three-year kit manufacturing deal with Manchester-based rugby apparel company Kooga.

The Scottish Rugby Union has agreed a deal to sell the naming rights for Murrayfield, the sport’s national stadium in Edinburgh, to telecommunications company BT.

The All England Lawn Tennis Club (AELTC), the organising body for the Wimbledon tennis championships, did not approach the market before signing beer brand Stella Artois as a top-level sponsor in a deal signed this month.

Glasgow 2014 has confirmed the Famous Grouse as the official whisky of the forthcoming Commonwealth Games.

BT Sport, the pay-television service of UK telecommunications company BT, has agreed a three-year sponsorship deal with Regional Rugby Wales’ four Pro12 clubs - Scarlets, Ospreys, Cardiff Blues and Newport Gwent Dragons.

Gilbert has been unveiled as the new official kit partner of English Premiership rugby union club Newcastle Falcons.