United Kingdom

Darts

Paddy Power’s title sponsorship of the Professional Darts Corporation’s (PDC) World Darts Championship is the brand’s most significant sports sponsorship deal to date.
Football

The Football Association has appointed digital media executive James Gray as its new commercial director to replace Navin Singh who will soon take up a leading role with Six Nations Rugby
Football

The Premier League is in the market for a new beer sponsor after AB InBev gave notice that its Budweiser brand will not extend its Official-Partner-level deal when it expires at the end of the current season.
Football

Carlsberg has extended its sponsorship agreement with Liverpool FC for ten more years, taking the longest-running sponsorship agreement in the Premier League into a fourth decade.
Athletics

The continued absence of a title sponsor and long-term broadcast partner has thrown a spotlight on the financial plight of UK Athletics (UKA), which was spared from bankruptcy by Nike frontloading a significant…
Multiple Sports

The Orsen sports marketing agency has secured the contract to identify sports and entertainment sponsorship opportunities for Metavisionaries, the space research organisation staffed by former Nasa scientists.
Football

AXA acquired the naming rights to Liverpool Women’s new Melwood Training Centre to support a global campaign targeting female consumers, according to Virginie Berçot, global brand director for the French multinational insurance firm.
Football

Chinese tyre manufacturer ZC Rubber has signed with Arsenal as the club’s ‘Official Global Tyre Partner’ in a deal brokered by the EMW Global agency.
Multiple Sports

Joel Seymour-Hyde has left his role as managing director of Octagon UK after more than 16 years with the agency
Multiple Sports

Castore, the UK sportswear manufacturer, is closing in on a £1bn (€1.16bn/$1.26bn) valuation, after securing £150m in a round of investment led by US bank Raine Group.
Football

Andrea Morando, global head of partnerships at Socios, explains the company's latest partnership with Tottenham Hotspur and how it represents a new stage in the development of its fan engagement tools.
Multiple Sports

M&C Saatchi Sport and Entertainment (S&E) top executives Steve Martin and Jamie Wynne-Morgan have left the agency after nearly two decades following a major restructure of its UK operations.
Football

Chelsea Women's new commercial director Zarah Al-Kudcy describes the sponsorship proposition for the reigning WSL champions and the differences from her previous role as head of commercial partnerships at Formula 1.
Football

Adobe has added to its sponsorship portfolio in women’s football by agreeing a three-year deal to become the lead sponsors of the Women’s FA Cup.
Football

Allianz appears poised to take on the naming rights to the London Stadium, home ground of West Ham United and former main stadium of the London 2012 Olympics. SportBusiness Sponsorship asks four sponsorship professionals why the asset has taken so long to sell.
Football

UK-based sports and fitness drinks company Wow Hydrate has signed as a global sponsor of Premier League club Manchester United to build up its international profile
Multiple Sports

German insurance and financial services giant Allianz is in pole position to end the long-running search for a naming sponsor for the London Stadium, the main venue for the London 2012 Olympics and the current home of Premier League side West Ham United.
Football

Manchester City has announced record revenues of £712.7m (€817.8m/$888m) for the 2022-23 financial year covering its treble-winning season, setting a new high for a Premier League club.