United Kingdom

SweetSpot Group, which organises cycling’s Tour of Britain, is seeking a title sponsor for this year’s event after talks with a prospective backer broke down.

Banking group HSBC has signed a five-year sponsorship extension with the R&A, adding Women’s Open rights to its existing status as an official patron of The Open.

English Premier League club Everton has signed up boiler manufacturer Boxt as its new sleeve sponsor

Japan’s number one beer brand Asahi Super Dry has signed as a new global sponsor of City Football Group (CFG), including Premier League champions Manchester City.

English Premier League club West Ham United has signed a sponsorship agreement with Elmo Webexpenses

Manchester United has announced a multi-year, global sponsorship deal with 5G technology provider Qualcomm Technologies that will see the company advise the club on ways to improve the connectivity at…

Paris Saint-Germain has signed up online betting platform 1xBet as a regional sponsor in Africa and Asia for the next three seasons

Sports retailer JD Sports has announced deals with two English Premier League clubs ahead of the 2022-23 season, renewing a long-standing relationship with Crystal Palace and agreeing a one-year shirt…

Premier League club Everton has announced a renewal to its global sponsorship agreement with Davanti Tyres

English Premier League football club Wolverhampton Wanderers has signed a sponsorship deal with online trading platform Trade Nation

Rupert Pratt, co-founder and former managing partner of the UK-based Generate Sponsorship agency, has been named as sales and marketing director at EngageCraft, a provider of digital fan engagement products…

Sports marketing specialist Jamie Corr has been appointed to head up the EMEA sponsorship and consultancy arm of the Dentsu-owned agency MKTG Sports+Entertainment

In March 2022 AFC Bournemouth teamed up with principal partner and front of shirt sponsor MSP Capital and sponsor Vitality to launch a new ‘Bring Your Boots’ football boot and trainer recycling scheme. It encouraged fans to donate their sports shoes to be given to local families financially impacted by the pandemic and unable to afford the equipment needed to keep their kids involved in grassroots football and keep them physically active.

On 28th July 2021, Fulham FC and official shirt supplier Adidas rolled out a launch campaign for its 2021/22 home and away kits through an integrated campaign called ‘Worn With Pride’ with creative fronted by and featuring club staff to reward their commitment through the pandemic and to emphasise the club’s family positioning.

In March 2022 Leicester City FC sponsor FBS, an international Forex broker, investor and trader, launched a brand campaign called ‘Always By Your Side’ which was led by a player-fronted hero spot and aimed to inspire people all over the world to reach new heights.

Manchester City has renewed its sponsorship agreement with sports drink and nutrition brand Gatorade for three more years from 2022-23 to 2024-25