United Kingdom
Glasgow 2014 shops for John Lewis partnership
UK department store chain John Lewis has been named as the official department store provider of the Glasgow 2014 Commonwealth Games.
Open Championship drinks to Stella Artois deal
Belgian beer brand Stella Artois has agreed a deal to become the official beer of the UK’s Open Championship when the second of golf’s four annual majors arrives at Royal Liverpool in 2014.
Super League connects with Alcatel OneTouch
Mobile phone manufacturer Alcatel OneTouch has agreed a one-year deal to sponsor the Super League, the top division of UK rugby league.
Arsenal enhances commercial portfolio with Jean Richard
Swiss watchmaker Jean Richard has agreed a long-term partnership with English Premier League top-tier football club Arsenal.
Macron seals Palace agreement
English Premier League top-tier football club Crystal Palace has agreed a deal with Italian sportswear company Macron.
New deal secures British Biathlon’s future
The British Biathlon Union has announced a four-year sponsorship agreement with Birmingham-based outsourced medical support supplier Aspen Healthcare Solutions – a deal the organisation said will secure its survival.
Beazley: British Fencing delivers on objectives
Beazley is a specialist insurance company that relies heavily on strong relationships with insurance brokers. Its five-year commitment to sponsor British Fencing, from 2011 to the end of 2015, provides the business with different ways of engaging with brokers - including through PR in target media and client entertaining opportunities.
Delancey backs British Ski and Snowboard ahead of Sochi Olympics
Specialist real estate investment advisory business Delancey has reached a commercial agreement with the British Ski and Snowboard governing body ahead of the winter Olympic Games in Sochi.
KC connects with Super League’s Hull KR for stadium deal
English Super League rugby league team Hull Kingston Rovers has announced a five-year stadium naming rights agreement with locally based company Kingston Communications (KC).
Garuda takes off as Liverpool’s first training kit partner
Liverpool has unveiled the Garuda Indonesia airline as the first ever official training kit partner of the English Premier League football club.
RaboDirect: PRO12 exit not the end of sponsorship activity
RaboDirect, the savings bank based in Dublin, Ireland, which is part of the Dutch co-operative, Rabobank, is looking for more locally-driven sponsorships in Ireland to replace its title sponsorship of the RaboDirect PRO12, the major rugby union club competition for top teams from Ireland, Wales, Scotland and Italy.
Arsenal switches from Nike to Puma in record deal
English Premier League football club Arsenal has announced a new long-term partnership with German sportswear company Puma, bringing an end to a 20-year relationship with Nike.
British and German athletics federations diverge on sponsorship impact of hosting major events
British Athletics, the UK governing body for athletics, and its German counterpart, the Deutscher Leichtathletik-Verband (DLV), have given mixed responses to the question of whether hosting upcoming World and European Championships have helped generate increased sponsorship revenue.
Emirates extends association with Rugby World Cup
Rugby World Cup Limited has appointed the Emirates airline as a worldwide partner of Rugby World Cup 2015 in England and the 2019 tournament in Japan.
Coral backs darts’ UK Open
The Professional Darts Corporation has reached a deal to make bookmaker Coral the title sponsor of its 2014 UK Open tournament.
Vauxhall strengthens UK football presence with Liverpool partnership
Vauxhall Motors has added to its UK football sponsorship portfolio with a deal to become the official automotive partner of English Premier League club Liverpool.
McLaren extends with Santander, brings legal firm on board
The McLaren Mercedes Formula One motor-racing team has extended its long-term sponsorship deal with Spanish banking group Santander and entered into a new corporate partnership with legal practice Norton Rose Fulbright.