United Kingdom

The English Football Association (FA) has signed a new partnership with Korean electronics manufacturer Samsung.

Belgian beer brand Stella Artois has agreed a five-year deal to become the official beer of the Wimbledon tennis championships through to 2018.

International sandwich chain Subway has agreed a one-year rolling contract to become the main shirt sponsor of Scottish Premier League top-flight football team Inverness Caledonian Thistle.

English Premier League football club Southampton has signed a two-year deal with Veho, making the consumer electronics firm its new main sponsor.

Business analytics software firm SAS’s sponsorship of British Rowing and the elite GB Rowing team could be the first of many tie-ups with sporting organisations, Mark Wilkinson, managing director of SAS UK and Ireland told Sports Sponsorship Insider.

English Premier League team Stoke City has entered into a three-year partnership with base layer garments manufacturer Skins - a deal the club believes to be the first of its kind in English football.

Formula One motor racing team Caterham has agreed a new sponsorship deal with Australian semiconductor manufacturer Silanna.

US-based automotive lifestyle company Cavallino Group has signed an agreement to become the official clothing supplier for Formula One motor racing team Williams.

Formula One motor racing team Red Bull has agreed a deal to make cycling, running, motorsport and winter sports products manufacturer Scott Sports an official supplier.

English Premiership rugby union team London Irish has agreed a five-year partnership with Irish sportswear manufacturer O’Neills.

British bottled water company Harrogate Spring has agreed a one-year deal with the England and Wales Cricket Board to become the official water partner of England Cricket.

Online gaming company 32Red will use its recently-signed shirt sponsorship with Scottish football club Rangers to drive brand awareness, as well as consideration of the brand when sports fans choose an online gaming provider.

English Lacrosse has extended its partnership with wealth management firm Rathbones to include title sponsorship of the International Lacrosse Federation (FIL) 2017 Women’s World Cup.

Mutual insurance provider Royal London is using its title sponsorship of one-day cricket in England to end its position as the “best kept secret in financial services”, Clare Salmon, group brand director and executive director at Royal London told Sports Sponsorship Insider.

The UK arm of Japanese electronics firm Brother has agreed a partnership with this year’s editions of the Tour of Britain and Women’s Tour 2014 cycling events.

Caledonian brewery Deuchars IPA has sealed a four-year sponsorship deal with the Scotland Rugby League governing body.