United Kingdom

West Ham United signed a two-year deal with Adidas to replace Macron as its kit partner from 2013-14 to 2014-15.

In a marketplace where aggregators are an ever-prevalent choice for finding a credit card and there’s an increasing number of products available, credit card organisations have to fight harder than ever to make themselves heard. Capital One sought a way to differentiate its brand to increase awareness of the company as a credit card provider.

British Athletics’ transition to a “family of sponsors” model has been justified by the signing of two new deals, albeit more than three months into the new rights cycle, the organisation’s chairman Ed Warn…

The England and Wales Cricket Board is finalising two major deals, for an England national team shirt sponsor and a title sponsor for the domestic Twenty20 club competition

English Premier League football club Manchester United announced insurance company Aon as the brand behind an eight-year training kit deal which also covers the naming rights to the team’s training ground.

French-owned EDF Energy renewed its sponsorship of the British Paralympic Association (BPA) for the next four-year Olympic cycle, 2013-2016

Sunderland and Paolo Di Canio appear to have temporarily smoothed the waters regarding claims that the English Premier League club’s new manager is a fascist, but what damage will the undercurrent of c…

Beer is big business in sponsorship, particularly in football

Sports Sponsorship Insider talks to the Sainsbury’s boss about the brand’s presence in school and Paralympic sport – and its title sponsorship of British Athletics’ Sainsbury’s Summer Series. Sports

Sports Sponsorship Insider asks Giles Morgan, group head of sponsorship, HSBC, about the tough marketing decisions ahead for the international banking group

THE MOST COMPETITIVE bidding process ever for the title sponsorship of rugby union’s Six Nations Championship drove the 70-per-cent sponsorship fee increase paid by UK bank RBS.

THE RUGBY FOOTBALL LEAGUE’S latest second-tier sponsorship deals are making up for a £1.2m (€1.38m/$1.82m)

THE ENGLISH PREMIER LEAGUE’S central sponsorship revenue is expected to increase by up to 50 per cent in the 2013-14 to 2015-16 rights cycle, compared to 2010-11 to 2012-13.

Sports Sponsorship Insider speaks with Tom Moradpour, vice president of global brand marketing for Carlsberg, on the rationale and objectives of the company’s three-year sponsorship deal to become the O…

Dubai-based airline Emirates and English Premier League club Arsenal FC have announced a five-year extension to their shirt partnership until the end of the 2018/2019 season and to the stadium naming rights…

Sports Sponsorship Insider talks to Sally Camm, director of brand communications at Capital One (Europe), as the company’s first season as title sponsor of the Football League’s League Cup reaches its…

CURRENT MANCHESTER UNITED shirt sponsor Aon signed up as an official partner of the National Football League (NFL) in the UK, October 23