United Kingdom
Lavazza renews Wimbledon deal until 2025
Italian coffee company Lavazza has renewed its official supplier agreement for the Wimbledon tennis championships until 2025
Hugo Boss makes F1 return with Aston Martin partnership
Hugo Boss, the luxury clothing and apparel brand, has made a return to Formula 1 after a five-year absence by striking a partnership with the Aston Martin F1 team
Government to let Premier League clubs self-regulate on betting sponsorships
The UK government is set to ask Premier League clubs to voluntarily give up their main shirt sponsorship activities with gambling companies rather than impose an outright ban
World Mobile switches from main shirt sponsor to sleeve status at Fulham
English Premier League football club Fulham has amended its sponsorship deal with principal partner, mobile network World Mobile, for its return to the top tier of the domestic game
Babolat moves from licensee to official partner of Wimbledon
French sports equipment manufacturer Babolat has stepped up its association with the Wimbledon Championships by agreeing a deal to become an official partner of the grand slam tennis event
Newcastle United enters new era with PIF-linked shirt sleeve sponsor Noon.com
Saudi-owned Premier League club Newcastle United has secured a sleeve sponsorship deal with Noon.com, the Middle Eastern online shopping destination.
Noon
Bournemouth cashes in on Premier League spot with Dafabet deal
Newly-promoted Premier League club AFC Bournemouth has named betting operator Dafabet as its new principal partner and front-of-shirt sponsor
Fifty-Three Six agency recruits DAZN’s Glynn to media and strategy role
Fifty-Three Six, the Dublin and London-based sports marketing agency, has appointed Paul Glynn as head of media and strategy
MSP Capital downgrades Bournemouth deal, Everton signs timing sponsor
Newly-promoted Premier League club AFC Bournemouth has extended its association with last season’s main shirt sponsor MSP Capital in a lower-level training kit deal.
Robinsons and AELTC end 86-year Wimbledon association by mutual consent
Robinsons has ended its sponsorship deal with the Wimbledon Championships, one of the longest-running brand associations in sport
Birmingham 2022 makes various sponsorship additions
The organisers of the Birmingham 2022 Commonwealth Games have announced a number of additions to the event’s sponsorship portfolio.
Prezzo serves up LTA ‘Competition Restaurant Partner’ deal
UK-based Italian restaurant chain Prezzo has signed as the ‘Official Competition Restaurant Partner’ of the Lawn Tennis Association (LTA).
Rangers sell inventory vacated by SportemonGo in new back-of-shirt deal
Scottish Premiership club Rangers has signed up Socomec, the electrical equipment and engineering group, as its new lower back-of-shirt sponsor
Crystal Palace back with Macron as kit supplier as Puma departs
English Premier League club Crystal Palace has signed up sportswear brand Macron as its new kit supplier
IBM launches new digital fan engagement features for Wimbledon
Technology company IBM and the All England Lawn Tennis Club (AELTC) have launched two new digital features designed to enhance the fan experience at this year’s Wimbledon tennis grand slam.
Shirt sponsor Three resumes Chelsea marketing activities
Telecoms operator Three has resumed the activation of its main shirt sponsorship deal with Chelsea after a three-month hiatus
SPFL renegotiates Cinch title sponsorship to exclude Rangers
The Scottish Professional Football League (SPFL) has renegotiated its title sponsorship contract with online car retailer Cinch to exclude leading club Rangers from the agreement
Cazoo ‘committed’ to sports sponsorship despite marketing budget cuts
Online automotive retailer Cazoo insists that sport sponsorship remains an important part of its marketing strategy despite a cost-saving drive now being rolled out