United Kingdom

Football
Licensing & Merchandising

Blockchain-enabled digital sports fashion platform Fancurve has made further moves into the European football market by agreeing a deal with English Premier League club Everton
Cricket
Sponsorship & Marketing

The England and Wales Cricket Board (ECB) has upgraded its sponsorship deal with health and life insurance brand Vitality to include back-of-shirt and training kit sponsorship rights for The Hundred, the…
Football
Sponsorship & Marketing

English Premier League club Arsenal has announced a sponsorship agreement with drinks brand Prime
Football
Sponsorship & Marketing

Premier League club Brentford has signed a stadium naming rights agreement with home appliances manufacturer Grey Technologies, which sells its products under the brand name Gtech
Football
Sponsorship & Marketing

Newly promoted Premier League club AFC Bournemouth has signed up power tool manufacturer DeWalt as its new sleeve sponsor
Horse Racing
Sponsorship & Marketing

Betting operator William Hill has signed as the ‘Official Betting Partner’ for this year’s Racing League, the second season of the British and Irish horse racing competition. T
Horse Racing
Sponsorship & Marketing

The UK division of Dutch brewing group Heineken has agreed a multi-year sponsorship deal with Goodwood, the English estate which hosts horseracing showpiece the Goodwood Festival
Football
Sponsorship & Marketing

English Premier League club Nottingham Forest is holding out for a front-of-shirt sponsorship deal in the region of £10m ($12.1m/€11.8m
Football
Sponsorship & Marketing

Newly promoted Premier League club Fulham has signed global betting firm W88 as the club’s main shirt sponsor for the 2022-23 season.
Darts
Sponsorship & Marketing

Gambling firm Betfred has renewed its title sponsorship of the Professional Darts Corporation (PDC) World Matchplay darts tournament until 2025
Esports
Sponsorship & Marketing

Recovery technology company Hyperice has signed a one-year ‘Official Wellness Technology Partner’ deal with Guild Esports.
Soccer

In September 2021 EA Sports and Leeds United FC leveraged their gaming partnership through authentic and relevant content running across club and gaming company platforms. Focusing on FIFA 21’s ratings reveal through video and featuring a fictional ratings group of Leeds stars which championed the tie-up and provided a unique point of difference between Leeds and EA’s other partner clubs.
Cricket
Fan Engagement

Yorkshire County Cricket Club has entered into a partnership with metaverse platform and NFT marketplace Virtua
Athletics
Sponsorship & Marketing

Sports marketing and data technology company Two Circles has been appointed by UK Athletics to help develop and execute marketing strategies that drive commercial revenue growth for the governing body
Swimming
Sponsorship & Marketing

Speedo has signed an exclusive sponsorship with British Swimming to provide swimwear and specialist equipment to all aquatic disciplines across senior and junior squads.
Football
Sponsorship & Marketing

Premier League football club Southampton has renewed its sponsorship contract with KBE drinks
Esports
Sponsorship & Marketing

Guild Esports, the David Beckham-backed esports organisation, has become the first European esports team to sign a global sponsorship deal with The Coca-Cola Company

Manchester City FC official global handset partner Tecno Mobile raised awareness of its sponsorship and engaged its international target audience in the first quarter of 2022 through an integrated digital activation. ‘Announce Yourself’ gave fans around the world a chance to experience what it is like to sign for the first team, to score a winning penalty at the Etihad, to become a club legend and to ‘announce themselves to the world’.