United Kingdom

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.

The European Sponsorship Association launched a new policy document on ambush marketing at its annual Sponsorship Summit held in London on April 3.

Golf equipment manufacturer Lynx has signed a deal to sponsor the Women's British Open for the next three years.

Alcoholic drinks company Diageo has reached a deal for its Guinness brand to become an official partner of Aintree Racecourse for the 2014 Grand National horse racing showpiece.

Online motorcycling store Bike Nation has agreed to become the new title sponsor of the 2014 Lightweight TT Race, a road race that is part of the annual Isle of Man TT Races festival.

This Thursday’s ESA Sponsorship Summit in London will see 150 professionals gathering to discuss and debate the critical issues affecting the industry.

English Premier League football club Manchester United has announced a three-and-a-half year agreement to make Thai company EuroFood its official confectionary partner in Cambodia, Laos, Myanmar, Thailand and Vietnam.

English county cricket team Sussex has announced a kit sponsorship deal with UK food wholesaler Palmer and Harvey ahead of the 2014 domestic season.

Mitsubishi Electric, the home electronics arm of Japan’s Mitsubishi Group, has become an official partner of the European Tour’s PGA Championship golf tournament at Wentworth.

Online gambling company Betfair has agreed a two-year deal with the Chester Race Company to become the official Wi-Fi and digital gaming partner of Chester Racecourse.

Outdoor clothing brand Dare 2b has reached a three-year deal to become the official clothing partner and jersey supplier to the Tour of Britain cycling race.

Pre-paid mobile SIM card provider Lycamobile has agreed a partnership with Powerboat P1 for the marine motorsport series’ 2014 season.

The UK Sponsorship Awards, of which Sports Sponsorship Insider is a partner, announced the winners in more than 20 award categories at the London Marriot Hotel last night.

British multi-purpose vehicle manufacturer Land Rover has announced an extension to its title sponsorship of the Burghley Horse Trials, with the partnership now set to run until the end of 2017.

Manchester-based sportswear firm Umbro is in talks to return as the kit provider of reigning English Premier League champion Manchester United, according to the Independent newspaper.