United Kingdom

English Premier League football club Swansea City has announced a record shirt sponsorship deal with online trading firm GWFX, one of the core brands of global financial services provider Goldenway.

News Corporation has handed Team Sky a boost ahead of the start of the Tour de France this weekend by confirming 21st Century Fox as a sponsor of the International Cycling Union (UCI) ProTour outfit.

The Rugby Football Union, governing body of English rugby, has announced that beer brand Greene King IPA will become the first title sponsor of the RFU Championship, the second tier of professional rugby in England.

Online gambling company 888casino has been unveiled as the title sponsor of the Champion of Champions, a new snooker event.

The English Football Association plans to increase its annual sponsorship revenue of around £35m (€41.6m/$55.5m) by selling newly-created global and territory-specific international sponsorship packages in its next four-year rights cycle.

BP has signed up as the fifth top-tier partner of the Glasgow 2014 Commonwealth Games.

Lanson Champagne has agreed a five-year extension to its partnership with the Wimbledon tennis championships.

Insurance company Aviva said this month that its title sponsorship of English rugby union’s Premiership was helping to drive its B2B and consumer businesses, among other benefits, as it paid a 20-per-cent f…

Sponsorship revenue for the 2014 Commonwealth Games in Glasgow will far exceed the £24m ($37.8m/€28.4m

Chelsea has signed a 10-year extension to its kit partnership with Adidas in a deal the English Premier League football club claims is the biggest it has signed with a partner.

Information technology company Cisco has been named as the ninth official supporter of the Glasgow 2014 Commonwealth Games.

The Rugby Football Union has announced a new three-year partnership with Unilever’s leading male skincare brand Dove Men+Care, which becomes England Rugby’s official male grooming supplier.

Car rental brand Hertz has renewed its title sponsorship of the MotoGP British grand prix motorcycling race at Silverstone.

The English Football Association has sealed a two-year extension to its partnership with Big Cola, the flagship brand of the multinational beverage company AJE.

The English Football League has terminated its sponsorship deal with betting service company Bet Butler half way through a two-year agreement worth about £2.6m (€3.1m/$4.1m) per season, according to the Daily Mail newspaper.

Welsh rugby union club Ospreys have agreed a three-year extension, from 2013-14 to 2015-16, to a sponsorship deal with the Worthington’s brewery.