United Kingdom
M&S Food launches home FAs sponsorship, Nationwide signs Channel 4 deal
M&S Food, the food division of the M&S retail chain, has signed multi-year sponsorships with the Football Associations of England, Scotland, Wales and Northern Ireland
Manchester United Q3 revenues up 29.2 per cent but wage increases lead to £27.7m loss
Manchester United has increased its third quarter revenues by 29.2 per cent to £152.8m ($192.
Cinch signs first Premier League shirt deal with Crystal Palace
English Premier League football club Crystal Palace has signed up online automotive retailer Cinch as its new front-of-shirt sponsor
Boodles extends backing of Cheltenham Gold Cup
UK-based jeweller Boodles has renewed its sponsorship of the Cheltenham Gold Cup horse-racing event for a further two years
Tottenham Hotspur to play Sevilla in South Korea
Premier League club Tottenham Hotspur will face Spanish LaLiga outfit Sevilla in the second of two friendly matches as part of the North London-based team’s pre-season tour of South Korea later this y…
BBC extends RideLondon deal, Ford signs on as sponsor
UK public-service broadcaster the BBC has agreed a five-year extension to its rights deal for RideLondon, while US automotive manufacturer Ford has signed on as presenting partner of the event touted as…
Lancashire renews with Emirates, Root signs with Global Sports Media
English county cricket club Lancashire has signed a renewal to its long-term headline sponsorship contract with global airline Emirates
BBL and WBBL renew with Kappa, Cazoo makes first basketball move
The British Basketball League (BBL) and Women’s British Basketball League (WBBL) have renewed an exclusive kit supply agreement with Kappa.
Irwin Mitchell adds UK Athletics to portfolio in Rocket Sports-brokered deal
UK legal firm Irwin Mitchell has signed as the ‘Official Legal Partner’ to UK Athletics in a three-year agreement.
Westwood dropped by UPS over LIV Golf association
English golfer Lee Westwood has been dropped by long-time sponsor American multinational courier and logistics company UPS amid his request for a waiver to compete in the Saudi Arabia-backed LIV Golf Invitational…
Extreme Networks signs with Liverpool in latest UK market move
English Premier League club Liverpool has become the latest sports organisation to sign an agreement with Extreme Networks
Kuehne+Nagel adds Tour of Britain, Women’s Tour to sponsorship portfolio
Logistics company Kuehne+Nagel has agreed a deal to sponsor the Tour of Britain and Women’s Tour cycling events.
Birmingham 2022 adds Reckitt as fifth top-tier sponsor
Health and hygiene products manufacturer Reckitt has agreed a deal to sponsor this summer’s Commonwealth Games in the English city of Birmingham.
WhaleFin announced as Chelsea sleeve sponsor in club’s first step into crypto
English Premier League club Chelsea has signed up cryptocurrency group Amber Group in a deal, agreed in January, that makes the WhaleFin brand the club’s new sleeve sponsor.
Birmingham 2022 adds to top-tier sponsors with Chase
The organisers of the Birmingham 2022 Commonwealth Games have signed up digital bank Chase as a sponsor of the event
Sportfive renews Fnatic sales deal, teams up with Alfa Romeo on LVP sponsorship
The Sportfive agency has strengthened its relationship with Fnatic by becoming the official sales agency for the London-based esports organisation on future global partnerships
Arsenal strikes Unagi agreement for NFT-related Ultimate Champions game
Arsenal has become the first Premier League club to sign a sponsorship and licensing deal with Unagi, the makers of the NFT-driven fantasy football game, Ultimate Champions
Robinsons becomes latest brand to sign as sponsor of The Hundred
The England and Wales Cricket Board (ECB) has made squash brand Robinsons the latest sponsor of The Hundred