United Kingdom

Rugby Union
Sponsorship & Marketing

Six Nations Rugby has announced a new sponsorship with payroll software company Sage
Football
Industry Moves

Newcastle United is to appoint OneFootball executive Peter Silverstone as chief commercial officer just five months after he arrived at the streaming and content platform
Football
Industry Moves

Chris Beadle has left the CSM Sport & Entertainment agency to join Premier League club Leeds United as director of partnership sales
Cycling
Sponsorship & Marketing

Shell UK has signed an eight-year deal to become an Official Partner of British Cycling in an agreement that starts this month and ends in 2030
Tennis
Industry Moves

The All England Lawn Tennis and Croquet Club (AELTC) has merged its commercial, communications and marketing functions into a single position to be held by Usama Al-Qassab, the former Walt Disney marketing…
Football
Sponsorship & Marketing

Lyn Garner, chief executive of the London Legacy Development Corporation (LLDC), which owns London Stadium, has said that the venue’s main tenant, West Ham United, would be able to pursue a naming-rights d…
Rugby League
Sponsorship & Marketing

England’s Rugby Football League has agreed sponsorship deals with Sportsbreaks.com and Selco Builders Warehouse ahead of the Rugby League World Cup, which begins next week. Sportsbreaks.c
Football
Sponsorship & Marketing

Barclays group head of sponsorship Tom Corbett has said he is delighted with the knock-on effects of the Lionesses’ Uefa Euro 2022 victory, and admits the brand had no idea of the explosion in women’s foo…
Motorsport
Sponsorship & Marketing

Red Bull has announced a new agreement with Honda that will see the Japanese automobile manufacturer continue to supply its Formula 1 teams with power units and receive more prominent branding on their…
Football
Sponsorship & Marketing

Premier League Everton has agreed a contract extension with Danish sports brand Hummel that will see the club continue its kit supplier relationship until the end of the 2023-24 season
Golf

The R&A aims to diversify its sponsorship revenue streams Six official patrons from The Open were integrated into its 2022 Women's Open portfolio
Football
Sponsorship & Marketing

German sportswear manufacturer Adidas has extended its kit supplier deal with English Premier League football club Arsenal
Football
Sponsorship & Marketing

Business accounting software platform Xero has signed a new sponsorship with the Football Association focused on women’s and grassroots football.
Football
Sponsorship & Marketing

Global drinks brand Coca-Cola has announced new long-term sponsorship deals with Premier League clubs Liverpool and Tottenham Hotspur
Rugby Union
Sponsorship & Marketing

England’s Rugby Football Union (RFU) has secured an agreement with B2B energy supplier Pozitive Energy. The long-term contract began at the start of September.
NFL
Events

Pact arrives in advance of first of three league games this season in London
Esports
Sponsorship & Marketing

UK-based esports organisation Guild Esports has signed a record sponsorship deal with Sky, marking the European media and entertainment group’s first such agreement.
Soccer

In September 2021 Premier League giant Arsenal FC teamed up with ecology restoration non-profit CarbonLink (and Bore Green Umbrella) for a philanthropic initiative in Africa called ‘The Arsenal Forest’: a sustainability initiative aimed at off-setting the carbon consumption of the club’s matchday programme whilst also supporting local communities and local football clubs.