United Kingdom

Football
Sponsorship & Marketing

English Premier League football club Arsenal has expanded its sponsorship deal with Italian coffee brand Lavazza
Motorsport
Sponsorship & Marketing

The Mercedes Formula 1 team is under pressure to reverse its sponsorship agreement with building materials company Kingspan, following protests over the sponsor’s connection to the Grenfell Tower disaster.
Rugby Union
Sponsorship & Marketing

US-based insurance firm Gallagher has extended its title sponsorship agreement with Premiership Rugby in a ‘multi-year’ renewal announced this morning.
Football

Europe’s four biggest football leagues – plus Uefa’s club competitions – hold central sponsorship contracts worth between €794.4m and €883.3m in 2021-22.
Para Sport
Sponsorship & Marketing

Germany-based sportswear manufacturer Adidas has agreed a three-year extension to its sponsorship deal with ParalympicsGB in a contract that covers both the Beijing 2022 winter Paralympic Games and the…
Rugby Union

The Welsh Rugby Union’s renewal with long-term insurance partner Admiral came to fruition after a long negotiation amid the height of the Covid-19 pandemic in the UK.
Football
Sponsorship & Marketing

English Premier League club Everton has added to its regional betting sponsorship profile by signing betting operator i8.Bet as its exclusive betting partner in Asia
Football
Licensing & Merchandising

The Premier League has confirmed it is considering entering the non-fungible token (NFT) space by signing a licensing deal covering digital collectibles
Football
Sponsorship & Marketing

New and used car retailer Vertu Motors has furthered its presence in football by signing sponsorship deals with English Football League (EFL) Championship club Middlesbrough and League 1 side Sunderland
Football
Sponsorship & Marketing

The Saudi owners of Premier league club Newcastle United will have to wait until at least the middle of next month before they are cleared to make new sponsorship deals by the Premier League clubs
Football
Sponsorship & Marketing

English Premier League club Brentford will extend the life of this season’s Umbro-made home kit into next season, thereby saving its fans the expense of buying a new replica shirt.
Football
Licensing & Merchandising

The English Football Association has appointed former US Golf Association executive Navin Singh as its new commercial director
Rugby League
Sponsorship & Marketing

English rugby league national governing body, the Rugby Football League, has signed an extension to its sponsorship contract with British woodcare brand Ronseal
Football
Licensing & Merchandising

Premier League side Manchester City FC has suspended its regional sponsorship deal with mysterious cryptocurrency start-up 3Key while it tries to establish more information about the company
Football
Sponsorship & Marketing

Park’s Motor Group, the Scottish automotive dealership owned by Rangers chairman Douglas Park, has been unveiled as the title sponsor of the Scottish Women’s Premier League.
Football
Sponsorship & Marketing

English Premier League club Tottenham Hotspur has signed an extension to its regional sponsorship with gambling platform Fun88
Football

In October 2021, Chelsea official tyre partner Yokohama teamed up with 90min to showcase the brand’s fun side with a prank-style viral featuring Timo Werner, Mason Mount and Jorginho.
Rugby Union
Sponsorship & Marketing

France’s National Rugby League (LNR) has signed an extension to its sponsorship contract with battery manufacturer Duracell.