United Kingdom

English Premier League football team Sunderland has continued a busy period commercially by sealing a two-year partnership with stadium and event lighting company Thorn Lighting.

Glasgow 2014 has announced cereal foods manufacturer Kellogg’s as the latest addition to the commercial roster for this summer’s Commonwealth Games.

GPS technology firm Garmin has agreed a deal to become an official supplier to British Triathlon.

English Premiership rugby union club Harlequins has agreed a three-year kit partnership, from 2014-15 to 2016-17, with German sportswear company Adidas.

Health club group Fitness First has struck a deal to become the first ever fitness partner of the British Olympic Association.

English Premiership rugby union club Harlequins has announced a five-year deal, from 2014-15 to 2018-19, under which logistics company DHL will become its new main sponsor.

English Premier League football club Manchester United has sealed a multi-year sponsorship deal with Korean pharmaceutical company Cho-A Pharm.

Buxton Water is using sponsorship to increase awareness around its brand repositioning as a high quality mineral water, Alberto Kechler, Senior brand manager at Buxton and Nestlé Pure Life told Sports Sponsorship Insider.

English Premier League football club Sunderland has signed an extension to its partnership with Asian online gaming operator TLC188.com.

German sportswear company Puma has entered into a partnership with mass participation event organiser Nova International to sponsor its UK long-distance running property the Great Run Series.

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.