United Kingdom
Kore Software continues acquisition spree with Sports Alliance integration
US-based Kore Software has acquired the London-based fan data management and digital marketing solutions provider, Sports Alliance.
Premier League clubs aim to ringfence sleeve sponsorships from gambling regulation
English Premier League clubs are likely to make the retention of shirt sleeve sponsorships by gambling companies one of the conditions upon which they will vote for a voluntary ban on front-of-shirt deals…
Burnley signs Classic Football Shirts for Championship return
English Championship club Burnley FC has signed up retailer Classic Football Shirts as its new shirt sponsor
Coral replaces Unibet as Goodwood Festival betting partner
Goodwood Racecourse has signed up betting operator Coral as the ‘Official Fixed-Odds Betting Partner’ of the Goodwood Festival for the next three years.
Standard Chartered extends with Liverpool in £50m-per-season deal
Liverpool has extended its main shirt sponsorship with Standard Chartered Bank for another four years, starting in the 2023-24 season
Wish resumes association with Leeds United through sleeve sponsorship deal
US mobile e-commerce company Wish has rekindled its association with Leeds United by signing on as the English Premier League football club’s sleeve sponsor for the 2022-23 season.
Mercedes‑Benz extends as Open sponsor
Luxury carmaker Mercedes‑Benz has extended its sponsorship agreement with the R&A as ‘Official Patron’ and ‘Official Car’ at the Open Championship in a multi-year deal.
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K-Swiss enters F1 with McLaren deal, MindMaze backs Alfa Romeo
McLaren Racing has signed a multi-year deal with footwear brand K-Swiss, while fellow Formula 1 team Alfa Romeo has agreed a new partnership with neurotechnology platform MindMaze
ParalympicsGB adds Bupa to sponsorship portfolio
ParalympicsGB, the Great Britain and Northern Ireland Paralympic team, has signed up healthcare company Bupa as a sponsor in a three-year deal that makes the company the team’s ‘Official Healthcare Par…
Nikon extends Open sponsorship and tees off Women’s Open deal
Nikon Corporation has renewed its official patron sponsorship of the Open golf championship for the next five years and struck a new deal as patron of the Women's Open
OKX upgrades to City training kit partner in ‘$20m’ one-year deal
Cryptocurrency exchange OKX has extended its relationship with Premier League champions Manchester City to become sole official training kit partner for the 2022-23 season
Leeds United expands Astonish deal to include training kit rights
Leeds United has expanded its sponsorship agreement with luxury personal care and household cleaning brand Astonish
Lancashire Cricket and Heineken extend for five more years
Lancashire Cricket has signed a five-year extension with beer group Heineken as the ‘Official Beer and Cider Partner of Emirates Old Trafford’.
Premier League clubs consider gambling options, as French body seeks ‘clear rules’
The Premier League has called on its clubs to voluntarily phase out gambling company sponsorships on shirtfronts within three years to avert an enforced ban from the UK government
CSM moves to establish cricket presence with Phoenix acquisition
Global marketing agency CSM Sport & Entertainment has acquired Phoenix Management Group, a cricket talent management business based in England
Harlequins latest addition to Castore rugby portfolio
Harlequins has become the latest rugby union club to sign a kit supply agreement with Castore
NTT Data renews as top-tier Open Championship sponsor, backs Women’s Open
Japanese IT services provider NTT Data has agreed a multi-year extension to its sponsorship of golf major The Open, while also announcing a new partnership with the Women’s Open.
Virgin Bet extends Ayr Gold Cup naming deal
Mobile betting operator Virgin Bet will retain its naming sponsorship of Scotland's richest flat horserace meeting – the three-day Ayr Gold Cup Festival, this September,
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