United Kingdom

Football
Sponsorship & Marketing

English Premier League football club Manchester City has joined top of the table rival Chelsea in signing an agreement with Indian sports travel company DreamSetGo
Football
Governance

English Premier League clubs may decide to scrutinise every club sponsorship for owner-related influence in response to the takeover of Newcastle United by the Saudi Public Investment Fund (PIF)
Football
Sponsorship & Marketing

State airline Emirates has extended its long-standing title sponsorship of the English Football Association’s flagship competition the FA Cup until 2024.
Multi-sport
Sponsorship & Marketing

The organising committee for the 2022 Commonwealth Games in Birmingham has agreed sponsorship deals with facilities management company OCS Group UK, software and solutions provider Wiz-Team, event management…
Cricket
Events

Sports brand Nike has become the latest sponsor to end its association with Yorkshire County Cricket Club, as the club faces additional sanctions in the wake of its mishandling of racism allegations by…
Cricket
Sponsorship & Marketing

Professional services company Emerald Group has ended its sponsorship of Yorkshire County Cricket Club due to the team’s handling of a racism case with former player Azeem Rafiq, with other sponsors f…
Rugby Union
Sponsorship & Marketing

Nutrition and wellness brand Fourfive has been named the 'Wellness Nutrition Supplier' of Premiership rugby club Leicester Tigers for the 2021-22 season
Netball
Sponsorship & Marketing

England Netball has signed a three-year extension to its agreement with sportswear company Nike
Football
Licensing & Merchandising

English Premier League club Liverpool has stuck a licensing deal with mobile game PlayerUnknown's Battlegrounds Mobile, allowing club-branded outfits to feature in-game.
Football
Sponsorship & Marketing

English Premier League club Chelsea has made India-based sports travel and experience company DreamSetGo its first-ever ‘Official Indian Fan Experience Partner’.
Netball
Sponsorship & Marketing

England Netball has extended its title sponsorship contract with insurance and investments company Vitality
Football
Sponsorship & Marketing

Lego Group, Pandora and Starling Bank have signed up as the first national partners of the Uefa Women’s Euro 2022, which will be hosted in England.
Rugby Union
Sponsorship & Marketing

The Welsh Rugby Union has signed a renewal to its sponsorship contract with Admiral which expands the association to include title sponsorship of Wales’ national rugby union leagues.
Football
Licensing & Merchandising

Scottish Premiership side Rangers has signed up a new lower back-of-shirt sponsor in a two-year agreement with Sportemon Go (SGO), the non-fungible token (NFT) augmented reality sports trading platform
Rugby Union

Honda fought off strong competition in the tender to find a new England Rugby automotive sponsor, SportBusiness understands
Football
Sponsorship & Marketing

Manchester City has extended its global sponsorship agreement with Chinese consumer appliances producer Midea
Multiple Sports
Industry Moves

Raffaella Valentino, the former head of sponsorship sales at the Team Marketing agency, and Marcel Wiegmann, former senior partnership development manager at Liverpool FC, have teamed up to co-found BallGame…
Motorsport
Sponsorship & Marketing

Technology company Dell Technologies has signed a multi-year extension to its sponsorship deal with McLaren Racing, an association which began in 2018