United Kingdom

Soccer

In August 2021 Danish sportswear brand Hummel leveraged a trio of its official football club supplier tie-ups – Everton FC, Southampton FC and Brondby IF – on a kit-based collaborative campaign called The Rainbow Jersey to support the LGBTQ+ community, fight against discrimination in football and raise funds for local inclusivity non-profits.
Athletics
Sponsorship & Marketing

German dairy products company Müller will end its long-running main sponsorship of UK Athletics at the end of this year.
Football
Sponsorship & Marketing

Premier League club Everton FC have appointed Elevate Sports Ventures, the prominent United States-based sports and entertainment consulting firm, to secure a naming rights sponsor for its new £500m (€573m, $5…
Football
Sponsorship & Marketing

Everton has become the latest Premier League club to strike a deal in the hair transplant category, agreeing a deal with Turkey-based aesthetics company Vera Clinic
Rugby Union
Sponsorship & Marketing

The Welsh Rugby Union has signed a sponsorship deal with UK telecoms company Vodafone, with the wide-ranging agreement to focus on growing the game for women and girls
NFL
Sponsorship & Marketing

The National Football League's New York Jets are looking to expand their reach in the United Kingdom by securing a multiyear partnership with London-based, transatlantic menswear brand Charles Tyrwhitt
Boxing
Sponsorship & Marketing

Sports hydration brand Wow Hydrate has renewed its sponsorship agreement with the UK-based Boxxer promotion, SportBusiness understands
Football
Sponsorship & Marketing

Manchester City has renewed its global agreement with Chinese LED display company Unilumin Sports
NFL
Sponsorship & Marketing

The National Football League (NFL) UK has announced a new sponsorship deal with a Florida-based tourism board ahead of the NFL London Games
Rugby Union
Finance & Law

International foreign exchange company OFX has launched a new sponsorship deal with the United Rugby Championship (URC)
Multiple Sports
Events

Premier League and English Football League (EFL) matches are among a series of sports events in the United Kingdom that have been postponed as the sports community pays tribute to Her Majesty The Queen
Multiple Sports
Sponsorship & Marketing

Online car retailer Cazoo has decided to shut down its European business to focus on the UK, raising serious questions about the brand’s sports sponsorship deals on the continent.
Tennis
Events

Team-based tennis tournament the Laver Cup has added to its sponsorship roster ahead of this year’s event through new deals with US healthcare provider Cleveland Clinic and Switzerland Tourism.
Football
Sponsorship & Marketing

Manchester City has agreed a one-year training kit sleeve sponsorship deal with betting and gaming brand LeoVegas to become the club’s ‘Official Betting Partner in Europe and Canada’. U
Cricket
Events

The Oval cricket ground is in the running to stage the World Test Championship final next year because the International Cricket Council’s favoured host for the event, Lord’s cricket ground, is reportedly hav…
Motorsport
Sponsorship & Marketing

X44, the Extreme E electric-racing team owned by seven-time Formula 1 champion Lewis Hamilton, has signed a title sponsorship deal with carbon credit investment firm Vida Carbon Corp
Football
Sponsorship & Marketing

Wellness technology company Therabody has deepened and extended its relationship with Manchester United by becoming a global partner in a multi-year agreement
Football
Industry Moves

Chelsea FC has appointed former City Football Group and EA Sports executive Damian Willoughby as its new commercial director, reuniting him with former CFG colleague Tom Glick who recently joined the London…