United Kingdom

Wolverhampton Wanderers have chosen not to renew their deal with Castore and are expected to embark on a kit supply relationship with a new UK-based brand trademarked by the club’s Chinese owners, Fosun Sports Group.

Red Bull has extended its multi-club ownership portfolio into English football by acquiring a minority stake in Leeds United.

Jaguar Land Rover (JLR), the UK car manufacturer, has tweaked its major sponsorship deal with the Wimbledon Championships to make its Range Rover brand the face of the partnership

A deal unveiled between British Cycling and Lloyds Bank represents the largest new sponsorship brought on board by any UK sports governing body in the last 18 months, the cycling body claims.

Aston Villa will play top-flight European football for the first time in 41 years with a new kit supplier, as well as record shirt sponsor, after a multi-year agreement with Adidas was signed off.

Commercial rights executive Russell James has set up a new consultancy after recently vacating the sales and marketing director position at the England and Wales Cricket Board (ECB)

The SPFL is poised to return to the gambling sector for its main source of central sponsorship income amid tough market conditions as it prepares to announce a long-term title sponsorship agreement with William Hill.

BetMGM is set to take over the ‘Official Training Wear Partner’ rights at Premier League club Tottenham Hotspur from next season, SportBusiness can exclusively reveal.

AXA has secured pitch-side access to club training sessions as part of a four-year sponsorship renewal with Liverpool FC’s men’s and women’s teams.

Melissa Noakes, head of sponsorship and events for Santander UK, explains how the banking brand leverages global sponsorship assets at a national level and why the brand ceased its sponsorship activities in football.

Diageo-owned beer brand Guinness is set to take over the Premier League’s beer category rights from the departing incumbent - AB InBev’s Budweiser – after this season.

Premier League club Manchester City has signed a multi-year ‘Official Partner’ agreement with Quidd, a subsidiary of Hong Kong software developer Animoca Brands.

Liverpool FC is poised to announce a new kit supplier deal with Adidas that will begin with the 2025-26 season, SportBusiness can exclusively reveal. 

The head of UK Athletics believes a new joint venture with London Marathon Events and the Great Run Company will allow it to create compelling new cross-property sponsorship opportunities and introduce a new spirit of ‘entrepreneurialism’ to the national governing body.

Sponsorship rights fees in women's football are rising on a growing set of commercial objectives from brands.