United Kingdom

Rugby Union

Continental Tyres believes it can gain a more significant share of voice in the uncluttered rugby market than it would from a sponsorship deal in football. Faaez Samadi reports the tyre brand's new sponsorship agreement with the English Rugby Football Union.
Cycling
Sponsorship & Marketing

Sports clothing manufacturer Kukri Sports has been appointed as the official provider of workforce and volunteer clothing at the 2023 UCI Cycling World Championships taking place in Glasgow and across…
Football
Sponsorship & Marketing

Chelsea is the latest Premier League club to unveil a sponsorship extension with Cadbury, just three days after the chocolate brand announced its renewal with Manchester United
Esports
Sponsorship & Marketing

UK-based esports brand Excel Esports has named banking group HSBC UK as the organisation's ‘Official Financial Services Partner and Financial Health Provider’.
Swimming
Industry Moves

British Swimming has appointed Drew Barrand as its new chief executive ahead of next year’s Olympic and Paralympic Games in Paris.
Football
Sponsorship & Marketing

Premier League club Manchester United has announced that chocolate brand Cadbury has agreed a multi-year extension to its global sponsorship deal
Football
Governance

The Scottish Football Association (SFA), Scottish Professional Football League (SPFL) and Scottish Women’s Premier League (SWPL) have announced the creation of a centralised commercial operation that t…
Rugby Union
Sponsorship & Marketing

The English Rugby Football Union (RFU) has unveiled Continental Tyres as a new sponsor in a multi-year deal
Cycling
Sponsorship & Marketing

European retail store group Lidl has agreed a sponsorship deal with the inaugural Cycling World Championships, which will be staged at venues in Glasgow and across Scotland from August 3-13
Esports
Host Broadcast & Production

David Beckham co-owned esports organisation Guild Esports has launched a new in-house production and creative studio to provide bespoke campaigns for its sponsors, as well as independent brands and media…
Multiple Sports
Finance & Law

Swiss virtual advertising firm Aim Sport has had to publish a press release correcting a number of ‘inaccurate statements’ it made after rival company Supponor was found to have infringed its patent by …
Sailing
Sponsorship & Marketing

The Great Britain SailGP Team has secured its first title sponsor through a three-year deal with Dubai-based airline Emirates
Motorsport
Sponsorship & Marketing

The Mercedes Formula 1 team has signed multi-year sponsorship agreements with Qualcomm Technologies and G42, while Red Bull Racing has agreed a deal with fitness brand Built for Athletes
Football
Licensing & Merchandising

The Premier League is reported to be closing in on a lucrative six-year extension to its sponsorship and licensing agreement with EA Sports that would be worth close to £488m ($587.6m).
Football
Finance & Law

Premier League club Tottenham Hotspur has announced that its total revenues rose by 22 per cent in 2021-22, boosted by a number of new commercial deals and the post-Covid return of matchday spectators
Motorsport
Sponsorship & Marketing

Formula 1 motor-racing team Aston Martin Aramco Cognizant has added three new global partners to its sponsorship portfolio ahead of the 2023 season
Football
Sponsorship & Marketing

Coventry Building Society has agreed a deal to sponsor the Arnold Clark Cup, the annual women’s football tournament featuring England’s ‘Lionesses’. The
Cricket
Licensing & Merchandising

Cricket-based Non-Fungible Token (NFT) platform FanCraze has made its first entry into the English and Welsh domestic game by signing with 12 of the 18 first-class counties