United Kingdom

French eyewear company Bollé has agreed a partnership with this year’s Ryder Cup golf tournament, which takes place at the Gleneagles Hotel in Perthshire, Scotland from September 26-28.

Welsh financial services firm Principality Building Society has reached a sponsorship agreement for the European Tour’s 2014 Senior Open golf tournament.

Airport retailer Dubai Duty Free has become an official sponsor of the UK’s Ascot Racecourse for the first time with annual benefits headlined by continued title sponsorship of the Shergar Cup for a further three years until at least 2016.

British footwear brand Chatham has announced a two-year extension to its sponsorship deal with Isle of Wight sailing regatta Cowes Week.

US-headquartered multinational sandwich chain Subway has secured its first move into football’s English Premier League through a multi-year partnership with title-challenger Liverpool.

International banking group HSBC has reached an agreement to become the official bank of the PGA Championship of golf’s European Tour.

Manchester-based sportswear brand Umbro has agreed a four-year partnership to supply kit for English Premier League football team Hull City.

Global payment company MasterCard has signed on as the sixth and final worldwide partner of the 2015 Rugby World Cup, which takes place in England next year.

Pensions provider Friends Life has been unveiled as title sponsor for the inaugural edition of the UK’s Women’s Tour cycling series.

Diageo-owned beer brand Guinness has signed a one-year extension to its commercial partnership with the English Premiership club rugby union competition.

Men’s shaving and toiletries brand Gillette has extended its official partnership with the McLaren Mercedes Formula One motor-racing team.

Champagne brand Moët & Chandon has expanded its international sports portfolio by agreeing to become the title sponsor of the July Festival UK horseracing event at Newmarket Racecourse.

Online gaming company 32Red has agreed a three-year shirt sponsorship deal with Scottish football team Rangers, effective from the 2014-15 season.

English Premier League football club Manchester United has agreed a four-year sponsorship deal with Serbian bank Eurobank.

Cycling insurance specialist Velosure has extended its partnership with SweetSpot, organiser of the Tour of Britain cycling event.

UK charity Macmillan Cancer Support has agreed to become the title sponsor of the 2014 Brownlee Tri, a triathlon series launched in partnership with Olympic medallists Alistair and Jonny Brownlee.

British bookmaker William Hill has signed an initial two-year deal with the Professional Darts Corporation to become the new naming partner of its World Darts Championship.

Specsavers has become the official optometry and hearing partner of the England and Wales Cricket Board and the principal partner of the Association of Cricket Officials under a three-year deal.