United Kingdom
Glasgow 2014 toasts Heineken partnership
Dutch brewing company Heineken has reached a deal with the Glasgow 2014 organising committee to become the official beer and cider of this year’s Commonwealth Games.
Bollé retains Ryder Cup vision
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.
Principality pitches in with Senior Open deal
Welsh financial services firm Principality Building Society has reached a sponsorship agreement for the European Tour’s 2014 Senior Open golf tournament.
Dubai Duty Free enhances backing of Ascot Racecourse
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.
Chatham steps into Cowes Week
British footwear brand Chatham has announced a two-year extension to its sponsorship deal with Isle of Wight sailing regatta Cowes Week.
Liverpool wraps up Subway deal
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.
HSBC banks on European Tour’s PGA Championship
International banking group HSBC has reached an agreement to become the official bank of the PGA Championship of golf’s European Tour.
Umbro boosts Premier League presence with Hull deal
Manchester-based sportswear brand Umbro has agreed a four-year partnership to supply kit for English Premier League football team Hull City.
MasterCard completes top-tier partner roster for Rugby World Cup
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.
Friends Life on board for cycling’s Women’s Tour
Pensions provider Friends Life has been unveiled as title sponsor for the inaugural edition of the UK’s Women’s Tour cycling series.
Guinness pours Premiership Rugby extension
Diageo-owned beer brand Guinness has signed a one-year extension to its commercial partnership with the English Premiership club rugby union competition.
Gillette in pole position with McLaren extension
Men’s shaving and toiletries brand Gillette has extended its official partnership with the McLaren Mercedes Formula One motor-racing team.
Moët & Chandon races ahead with Newmarket festival sponsorship
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.
Rangers recovery backed by 32Red
Online gaming company 32Red has agreed a three-year shirt sponsorship deal with Scottish football team Rangers, effective from the 2014-15 season.
Manchester United banks Serbian partner
English Premier League football club Manchester United has agreed a four-year sponsorship deal with Serbian bank Eurobank.
Tour of Britain covered by Velosure
Cycling insurance specialist Velosure has extended its partnership with SweetSpot, organiser of the Tour of Britain cycling event.
Brownlee brothers’ triathlon events secure Macmillan Cancer Support
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.
William Hill on target for World Darts Championship
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.