United Kingdom

Football
Industry Moves

Omnicom Media Group-owned sponsorship agency Fuse has promoted Sarah Kendall to UK managing director following the move of the former MD, Stephen Hutchison, to a leading commercial role at the Football…
Football
Sponsorship & Marketing

Health and life insurance brand Vitality has suspended its sponsorship of English Premier League club West Ham United over its handling of the controversy surrounding first team player Kurt Zouma
Football
Sponsorship & Marketing

Two City Football Group-owned clubs, Manchester City Women and New York City FC, have announced sponsorship deals with American headphones brand JLab Audio.
Rowing
Sponsorship & Marketing

The Boat Race, the annual rowing competition between Cambridge and Oxford Universities, has renewed its sponsorship deal with wine producer Chapel Down
Football
Sponsorship & Marketing

English football club Liverpool has signed design and marketing specialist Vista as a sponsor
Mixed Martial Arts
Sponsorship & Marketing

The Ultimate Fighting Championship mixed martial arts organisation has extended its sponsorship agreement with online sports betting company bet365
Rugby League
Sponsorship & Marketing

Rugby league club Wigan Warriors has signed up corporate video solutions provider OpenExchange as its new Principal Partner
Football

Activating its Norwich City partnership in 2020-21, men’s makeup brand War Paint for Men worked with current and former Norwich players on a long-form video series that aimed to support positive conversations around men’s mental health on and off the pitch.
Motorsport
Sponsorship & Marketing

Hotel group Hilton has signed a multi-year extension to its long-standing sponsorship of the McLaren Racing Formula 1 team, an association which has been in place since 2005
Multi-sport
Sponsorship & Marketing

Team GB and ParalympicsGB have extended the sponsorship contract of mattress retailer Dreams ahead of the Beijing 2022 Winter Olympic and Paralympic Winter Games
Rugby Union
Sponsorship & Marketing

United Rugby Championship team Cardiff Rugby has announced broadband company Ogi as a new on-kit sponsor. The three-season deal will begin with the 2022-23 season
Football

Cadbury’s umbrella 2020-21 initiative leveraged its 20 individual UK football club partnerships through a programme of over 100 activations aimed at reinforcing its positioning as part of country’s cultural fabric.
Multiple Sports
Sponsorship & Marketing

Sport Collective and GV6, two marketing agencies that have been working in close collaboration for the past year, have joined forces to launch a new agency called Six Sport
Horse Racing
Sponsorship & Marketing

UK-based jeweller Boodles has expanded its relationship with jump racing’s Cheltenham Festival by taking on the naming rights to the prestigious Cheltenham Gold Cup this year.
Football
Sponsorship & Marketing

English Championship football club Blackburn Rovers has ended its agreement with Recoverite Compression, with e-cigarette manufacturer Totally Wicked stepping up to become the team’s new shirt sponsor.
Motorsport
Sponsorship & Marketing

Premium sportswear brand Castore has bolstered its motorsports presence by signing a deal with British motor racing circuit Silverstone
Tennis
Sponsorship & Marketing

Telecoms operator Vodafone has signed up as the ‘Official Connectivity Partner’ of the Wimbledon tennis championships in a five-year deal with the All England Lawn Tennis and Croquet Club (AELTC).
Football
Sponsorship & Marketing

Personal care brand Remington has extended its sponsorship of Premier League outfit Manchester United as the club’s ‘Official Electrical Styling Partner’. The ag