United Kingdom

The Sprint World Orienteering Championships probably doesn't feature on your sporting calendar this weekend. But if it wasn't for last-minute deals for 3,000 free sausage rolls and a supply of kilts to help balance the budget, it might not have appeared on anyone else's.

Pensions insurance specialist Rothesay will take over cricket’s County Championship title sponsorship rights from 2025, SportBusiness can reveal.

Leicester City has announced BC.Game as its new main shirt sponsor, becoming the latest Premier League club to partner with a company from the gambling sector before a league-wide ban on such deals comes into force.

Mobile network Three has refocused its relationship with Chelsea FC so that it now places even more of an emphasis on the club’s women’s team. The deal is the largest women-specific sponsorship agreement the club has agreed to date.

Women’s Super League sides Chelsea Women and Crystal Palace Women have broken new ground, announcing their first-ever standalone training kit and front-of-shirt sponsorship deals, respectively.

The England and Wales Cricket Board continues to leverage the insurance sector for its Test match title sponsor position after a new deal with Rothesay.

BetMGM has made its biggest sponsorship move in the UK market to date with the acquisition of training wear rights at Tottenham Hotspur, a deal that confers exclusivity in the betting category.

The Edgbaston Stadium commercial team is looking to sell naming rights to the home of Warwickshire County Cricket Club for the first time, SportBusiness can reveal

English Championship club Burnley has signed up betting operator 96.com as its front-of-shirt partner for both the men’s and women’s teams as part of a two-year deal, from 2024-25 to 2025-26.

The Professional Fighters League (PFL) has hired Damian Willoughby, the former City Football Group and EA Sports executive who briefly worked at Chelsea, as its head of global partnerships

Zarah Al-Kudcy, the commercial director for reigning WSL champion Chelsea Women, is leaving the club to become the chief revenue officer for NewCo, the independent body set up to run the top-flight women’s league and the second-tier Women’s Championship.

Tottenham Hotspur is in the market for a new sleeve sponsor after online car retailer Cinch opted not to extend its deal with the club, continuing a retrenchment that has also seen the brand decide on an early exit from its five-year title deal with the Scottish Professional Football League (SPFL).

Tom Hill, a former commercial executive at World Rugby and Manchester United, has joined UCI WorldTour professional cycling team Ineos Grenadiers as its commercial director

Premier League side Crystal Palace has signed a ‘record’ two-year deal with Asian betting firm Net88, opting to continue to make hay from the sector before a league-wide ban on betting sponsorships comes into force at the end of the 2025-26 season.

The Premier League is busy finalising its commercial programme ahead of next season, unveiling a new beer sponsorship with Guinness amid reports Barclays has renewed its deal and Oracle is to end its association.

Florida tourism authority Experience Kissimmee has signed its biggest-ever deal in the UK football market by acquiring the sleeve sponsorship rights at Brighton & Hove Albion