United Kingdom

Business and financial news channel CNBC, which is owned by US media company NBCUniversal, has agreed a deal to serve as the official business media partner to the Cowes Week sailing regatta in the UK.

Sports sponsorships by the UK betting operator Ladbrokes are currently used as part of an integrated marketing approach rather than a standalone tool to acquire betting customers, a key marketing executive at Ladbrokes has said.

English Premier League champion Manchester City has announced a two-year partnership with Saigon Hanoi Commercial Joint Stock Bank (SHB).

Organisers of the Masters Tennis tournament have extended a partnership with tennis equipment supplier Mantis for the 2014 edition of the annual event.

English Premier League football club Sunderland has signed a renewed six-year partnership with global sportswear brand Adidas.

Household goods company Procter & Gamble (P&G) has expanded its commercial portfolio in sport by signing up as a partner of the British Athletics governing body.

Glasgow 2014 has named children’s charity Unicef as the first global charity partner of the Commonwealth Games.

London-based tailor TM Lewin has reached a deal to become the official formalwear supplier to the Welsh Rugby Union through to March 2018.

The Ben Ainslie Racing (BAR) sailing team will look for a title sponsor for its inaugural 2017 America’s Cup campaign.

Asian online gaming brand Fun88 has renewed its ties with Burnley to become the English Premier League newcomer’s shirt sponsor for the 2014-15 football season.

Genius Gluten Free has been announced as the latest addition to the sponsorship family for Glasgow’s staging of the 2014 Commonwealth Games.

Medical electronics group Toshiba Medical Systems has agreed a deal to become a sponsor of the Glasgow 2014 Commonwealth Games.

Nestlé Waters’ Buxton brand has reached an agreement to sponsor the first three stages of this year’s Tour de France.

English Premier League football team West Ham United has agreed a deal with Marathonbet to make the online bookmaker its global betting partner.

English Premier League football club Swansea City has struck the largest sponsorship deal in its history by extending an agreement with its main sponsor, global financial services provider Goldenway.

Arsenal and Liverpool have joined English Premier League counterpart Manchester City in entering into three-year partnerships with PruHealth, PruProtect and their parent company Discovery.