United Kingdom

Football

In October 2021 Tencent Games' PUBG Mobile video game officially linked up with Liverpool Football Club (LFC) for an in-game collaboration built on shared teamwork and camaraderie which enhanced fan passion…
Football

In May 2022 AFC Ajax Amsterdam and Sandals Resorts International (SRI) teamed up to support the local community and inspire future generations on the Caribbean island of Curaçao through a school-based …
Football
Sponsorship & Marketing

English Premier League club Chelsea is preparing to find a new front-of-shirt sponsor once its deal with mobile phone network Three expires at the end of the season
Motorsport
Sponsorship & Marketing

Formula 1 team Williams Racing has signed a North American-focused sponsorship deal with Anheuser-Busch beer brand Michelob Ultra as the global motorsport series looks to further establish itself in the…
Football

In summer 2022, Arsenal and official kit supplier Adidas teamed up with agency Weirdo to launch the new 2022-23 away kit while the club was on a US Summer Tour through an integrated campaign called ‘Little I…
Football

During the 2021-22 Premier League season Southampton FC’s crypto-betting sponsor Sportsbet.i
Football

American Express marked the 10-year anniversary of its partnership with Brighton & Hove Albion FC at the end of the 2021-22 Premier League season with a fan shirt swap activation that invited 250 fans…
Football

Nivea Men leveraged its partnership with Liverpool FC (LFC) through the 2021-22 season via a three-pronged focus on health, wellness and community with a set of awareness, reward and content-led activations…
Football

For the 2022-23 season, Everton FC and technical partner Hummel expanded their existing ‘My Everton’ collaboration and turned it into a web-based, social media-amplified, weekly series of authentic fir…
Football
Sponsorship & Marketing

The South African government is exploring a ‘non-binding’ proposal from its tourism board to sponsor Premier League club Tottenham Hotspur.
Football
Fan Engagement

Cryptocurrency exchange OKX has signed up four Manchester City players to endorse a new fan offering based on exclusive ‘immersive metaverse experiences’.
Rugby Union
Industry Moves

Sports marketing company Global Sports Media has added former Scottish Rugby Union (SRU) sponsorship manager David Whiteford as its head of business development and strategy
Esports
Finance & Law

London Stock Exchange-listed Guild Esports has reported record revenues of £4.5m ($5.5m/€5.1m) in its 2022 annual results, an increase of 137 per cent from 2021.
Football

The longer a new stadium goes without a naming sponsor, the harder it is to find one prepared to pay a high fee. Frank Dunne asks why teams from the most watched football league in the world so often struggle to land venue sponsors.
Football
Finance & Law

Digital collectibles and fantasy game company Sorare has signed a four-year licensing deal with the Premier League, adding to its licensee agreements with major sports organisations, including the NBA…
Football
Sponsorship & Marketing

The English Football Association has signed up beer brand Carling as a sponsor of its flagship men’s and women’s cup competitions.
Rugby Union
Governance

Welsh Rugby Union (WRU) top-tier sponsors Principality, Admiral and Vodafone have publicly called out allegations of bullying and discrimination within the governing body and demanded that immediate action…
Multi-sport
Industry Moves

Commonwealth Games England has announced that Mark Osikoya, who currently works for North American basketball league the NBA, will become its new chief executive