United Kingdom

American Football
Sponsorship & Marketing

Digital technology firm Cisco is expanding its agreement with the National Football League (NFL) to include international rights, SportBusiness understands. 
Motorsport

Formula 1 is understood to have held talks with brands including UBS and HSBC before landing on a deal with Spanish bank Santander.
Paralympics

Bupa delivered an immersive campaign to highlight its sponsorship of ParalympicsGB during the Paris 2024 Paralympic Games.
Football

In recognition of Skin Cancer Awareness Month in May, ZO Skin Health leveraged its partnership with West Ham United Women to launch the ‘In Plain Sight’ campaign.  
Football
Sponsorship & Marketing

Chelsea FC has avoided going into the new season without a single sponsor on its men’s first team shirt, having announced a late deal with entertainment discovery platform Fever which encompasses the sleeve sponsorship rights for both its men’s and women’s teams.
Football
Sponsorship & Marketing

Qualcomm Technologies has registered a vote of confidence in Manchester United’s future by triggering an option to extend its Snapdragon brand’s main shirt sponsorship one year ahead of schedule.
Football
Sponsorship & Marketing

SportBusiness understands the UK-based telco will agree a multi-season extension to its previous five-season deal, which ran from 2019-20 to 2023-24. 
Motorsport
Sponsorship & Marketing

Peroni Nastro Azzurro and Scuderia Ferrari Formula 1 created an immersive event in London ahead of the British Grand Prix at Silverstone.
Rugby Union

Scottish Rugby’s UK-wide exposure through the Six Nations was a strong factor in Arnold Clark’s decision to become one of the union’s principal sponsors. 
Football
Licensing & Merchandising

Digital sports platform Fanatics has consolidated its position in the international football merchandise market after renewing and extending its deal with England's Football Association (FA)
Football
Sponsorship & Marketing

Manchester United's decision to have a back-of-shirt sponsor for the first time through its deal with Qualcomm could pave the way for other Premier League clubs to do the same in domestic cup competitions.
Multiple Sports
Sponsorship & Marketing

The London Stadium’s long-running search for a naming sponsor goes on after Allianz, the leading candidate to acquire the rights, opted to enter into a controversial agreement to rename Twickenham Stadium, the home of English rugby, believing it to be a better brand fit.
Football
Sponsorship & Marketing

Emirates has extended its long-running sponsorship of the Football Association's flagship FA Cup competition for another four years, an agreement that will take the airline's title sponsorship of the FA…
Football

Sela used its sponsorship of Newcastle United to launch a world-first haptic team shirt to support the UK's deaf community.
Rugby Union
Sponsorship & Marketing

In becoming the shirt sponsor of Scotland’s men’s national rugby union team, Arnold Clark has made its biggest move to-date in establishing its brand outside of Scotland as it replaces rival car dealership Peter Vardy in the role.
Cricket
Sponsorship & Marketing

Yorkshire joins Warwickshire in entering the stadium naming rights marketplace, appointing Sporting Group International to seek out a new sponsor.
Football
Sponsorship & Marketing

Two seasons before the English Premier League bans betting firms from front-of-shirt sponsorships, more than half of teams have secured a betting shirt sponsor ahead of the 2024-25 campaign.
Football
Sponsorship & Marketing

Germany-based workwear brand Strauss could expand its sponsorship portfolio after entering the Premier League football market via a deal with Liverpool