United Kingdom

Premier League club Brighton & Hove Albion has extended its main shirt and stadium naming rights partnership with payment services brand American Express in a club-record deal

Norwich City has confirmed a new partnership with car brand Lotus ahead of the football club’s return to the English Premier League this weekend.

The inaugural Women’s Tour of Scotland cycling event has signed its final partnership with Scottish car retailer Arnold Clark.

England Rugby has signed a five-year sponsorship deal with healthcare company Simplyhealth

English Premier League club West Ham United has entered into a partnership with football nutrition specialist Soccer Supplement

Communications technology provider Motorola Solutions has signed up as a sponsor of the inaugural Women’s Tour of Scotland cycling event.

Online car marketplace Leasing.com has signed up as the new title sponsor of the EFL Trophy English football knockout competition

English Premier League football club Crystal Palace has agreed a multi-year partnership with culture analytics specialist MyPeople. The deal makes MyPeople Palace’s official culture analytics partner.

English Premier League football club Brighton & Hove Albion has agreed a one-season extension to its sleeve sponsorship deal with sports fashion retailer JD

English Premier League club Crystal Palace has renewed its partnership with investment platform eToro

English Championship club Fulham has signed a new back-of-shirt partnership with online foreign exchange and CFD trading platform Skilling

English Premier League football club Southampton has signed a sponsorship deal with sports hydration brand Wow Hydrate

British snack foods manufacturer KP Snacks has signed up as a sponsor of The Hundred, the new 100-ball format competition launched by the England and Wales Cricket Board (ECB)

J1 League club Yokohama F. Marinos has signed a new shirt deal with the Japanese arm of Hong Kong gaming and casino brand Melco Resorts & Entertainment

Gibraltar-based betting platform MansionBet has signed a new Official Partner deal with Premier League club Newcastle United

German sportswear brand Puma has signed a personal sponsorship deal with Manchester City manager Pep Guardiola

Premier League club Southampton has signed a multi-year global partnership with India’s most popular beer brand, Kingfisher. The agreement is Kingfisher’s first partnership in the Premier League.

Premier League club Newcastle United has signed a new sleeve partnership with cryptocurrency trading platform StormGain

English Premier League football club West Ham United has entered into a partnership with VPN service provider Ivacy VPN. The deal names Ivacy VPN as the official VPN partner of West Ham

Premier League club Tottenham Hotspur has extended its principal partner deal with pan-Asian life insurance brand AIA

Sports fashion retailer JD has expanded its partnership with the Football Association of Wales (FAW) by becoming the title sponsor of the governing body’s revamped league structure.

Premier League club Arsenal has extended its wine partnership with Chilean wine brand Santa Rita

Car manufacturer Dacia has been unveiled as the principal partner of the Great Britain Rugby League Lions team, which will return to action for the first time in 12 years in the autumn

Online trade vetting and monitoring platform Checkatrade has agreed a new partnership with the Rugby Football League to sponsor its Challenge Cup competition