United Kingdom

Features

The English Premier League has completed its central portfolio of seven Official Partners with the signature of Coca-Cola as the Official Soft Drink Partner in a three-and-a-half-year partnership, starting…

Premium beer brand Budweiser has overcome fierce competition in the Football Association’s beer category to become the sole beer partner, taking all three key assets in the portfolio.

Major differences in the value of shirt sleeve rights among the English Premier League’s top six clubs have been driven, in part, by variations in the status accorded to Shirt Sleeve Partners in the s…

PROJECT DETAILS Sponsorship title: Jaguar XF Sportbrake Reveal: Official Car Partner of AELTC, The Championships, Wimbledon Duration of sponsorship: July 2015 – July 2017 E

PROJECT DETAILS Sponsorship Title: Holiday Inn – Official Hotel Partner of the Virgin Money London Marathon Duration of sponsorship: 2008 – 2018 (Campaign 2016 – 2018) Entered by: Prism & IHG Sponso

PROJECT DETAILS Sponsorship title: Stella Artois, Official Beer of The Championships, Wimbledon Duration of Sponsorship: 2014 to 2018 Entered by: Octagon Worldwide Limited

PROJECT DETAILS Sponsorship title: Dacia #FlairPlay Awards Duration of sponsorship: June-July 2017 Entered by: Dacia Sponsor’s industry sector: Automotive Rig

Blackwell Global and Everton Sponsorship title: Blackwell Global #BluesChallenge Duration of sponsorship: 2017-2022 Entered by: Blackwell Global Sponsor’s industry sector: Financial Services

Amazon Web Services, the cloud computing subsidiary of Amazon

Asia-facing banking group Standard Chartered has agreed to a 42.8-per-cent price increase in its renewed deal for the main shirt rights to English Premier League club Liverpool.

Chinese electric vehicle manufacturer BYD Auto has become English Premier League club Arsenal’s Official Car and Bus Partner in a multi-year, global deal thought to be worth about £2.5m ($3.4m/€2.8m)

The Vélo Series is a road cycling property that aims to deliver a premium quality event to a large numbers of riders.

Asian insurance brand AIA Group is paying English Premier League club Tottenham Hotspur a significant increase under the five-year extension of its main shirt deal from 2017-18 to 2021-22, Sports Sponsorship Insider has learned

UK insurance brand Aviva has shifted its strategy from brand awareness to fan engagement in its renewal as naming rights partner of the Aviva Stadium in Dublin.

Led by Manchester United and Manchester City, the Premier League’s big six are pulling away from their smaller competitors commercially even as they dominate them on the pitch.