United Kingdom

Multiple Sports

UK-based private equity firm Charterhouse Capital Partners has finalised an agreement to acquire a majority stake in data-driven sports marketing and sponsorship sales agency Two Circles.
Football

Wow Hydrate aims to use its sponsorship agreement with Manchester United to ‘elevate recognition’ among consumers and distributors and support its push into Mena and Europe, says managing director Queenie Porter.
Multiple Sports

Kukri Sports, the UK-based sportswear manufacturer that counts Commonwealth Games England, Ulster Rugby and Yorkshire CCC among its clients, has undergone a management buyout
Football

Cryptocurrency exchange BingX has signed as Chelsea’s shirt sleeve sponsor for the rest of this season and as training kit sponsor next season.
Football

US-based car rental agency Enterprise Rent-A-Car launched a bespoke and informative football content series to activate its sponsorship deal with the Uefa Europa League.
Football

Breakfast cereal brand Kellogg’s has added Premier League champion Manchester City to its growing sponsorship roster in football.
Motorsport

Saudi state-owned energy and chemicals company Aramco has taken on sole title sponsor status of Aston Martin, as part of an extended partnership with the Formula 1 motor racing team.
Football

Sean Thornley, Arsenal’s former business development lead, and Menino Pereira, the club’s former head of partnerships, research and insights, have launched a new sports marketing agency targeting sports rights-holders and brands.  
Football

US-based online used car retailer Carvana has signed its biggest team sports sponsorship to date as the main shirt sponsor of Major League Soccer's (MLS) Chicago Fire
Rugby Union

Guinness is to take on title sponsorship of the Women's Six Nations, as part of its renewal with Six Nations Rugby that was officially announced today (Tuesday)
Football

Global technology and digital transformation firm Orion Innovation has announced a new agreement with Liverpool, marking the company's first step into the sponsorship space.
Darts

Paddy Power’s title sponsorship of the Professional Darts Corporation’s (PDC) World Darts Championship is the brand’s most significant sports sponsorship deal to date.
Football

The Football Association has appointed digital media executive James Gray as its new commercial director to replace Navin Singh who will soon take up a leading role with Six Nations Rugby
Football

The Premier League is in the market for a new beer sponsor after AB InBev gave notice that its Budweiser brand will not extend its Official-Partner-level deal when it expires at the end of the current season.
Football

Carlsberg has extended its sponsorship agreement with Liverpool FC for ten more years, taking the longest-running sponsorship agreement in the Premier League into a fourth decade.
Athletics

The continued absence of a title sponsor and long-term broadcast partner has thrown a spotlight on the financial plight of UK Athletics (UKA), which was spared from bankruptcy by Nike frontloading a significant…
Multiple Sports

The Orsen sports marketing agency has secured the contract to identify sports and entertainment sponsorship opportunities for Metavisionaries, the space research organisation staffed by former Nasa scientists.
Football

AXA acquired the naming rights to Liverpool Women’s new Melwood Training Centre to support a global campaign targeting female consumers, according to Virginie Berçot, global brand director for the French multinational insurance firm.