United Kingdom
Expo 2020 Dubai builds on football presence with Arsenal deal
Arsenal has become the latest high-profile football club to sign a sponsorship agreement with Expo 2020 Dubai
Premier League clubs vote to prevent owner-funded sponsorships at Newcastle
English Premier League clubs have taken pre-emptive action against Newcastle United to stop the club from sourcing lucrative sponsorship deals linked to the new Saudi ownership
Birmingham 2022 selects Hewlett Packard Enterprise for network services
The organisers of the Birmingham 2022 Commonwealth Games have agreed a sponsorship deal with Hewlett Packard Enterprise (HPE)
The Numbers Game 2 – Santander & Uefa
Uefa Champions League partner Santander activated its rights in the UK through a virtual campaign from March through December 2020 aimed at helping teach children numeracy from home during Covid-19.
Manchester City signs up experience management software company Qualtrics
English Premier League club Manchester City has signed up Qualtrics as the club’s ‘Official Experience Management Software Partner’.
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Super League extends Betfred title deal ahead of 2021 Grand Final
Rugby's Super League has signed an extension with its title sponsor, gambling firm Betfred
Umbro consolidates position in rugby union with RFU extension to 2028
UK sports brand Umbro has extended its kit supplier deal with England Rugby for another four years, from 2024-25 to 2027-28
Clarity Sports signs with Ospreys in latest rugby union move
Welsh Rugby Union club Ospreys has become the latest sports team to sign a contract with sports travel specialists Clarity Sports
Where We Belong (Meet Len) – adidas & Arsenal
In August 2021, ahead of the start of the Premier League season, adidas and Arsenal FC launched the team’s third strip through a mockumentary featuring fictional Gunners super fan ‘Len’.
London, Boston, NY, Chicago Marathons sign up technology company iFit
Four events from the World Marathon Majors have signed agreements with fitness and well-being subscription technology company iFit
Make Your Home the Home End – Coca-Cola & the Premier League
In August 2020, with the pandemic forcing fans watching the new season from home, Premier League partner Coca-Cola launched a campaign aimed at making the soft drink part of the at-home matchday routine.
West Ham continues sponsorship growth with Yield App addition
English Premier League football club West Ham United has signed financial technology company Yield App as its latest sponsor
Sale Sharks add luxury brands DMR, Marc Darcy to changing portfolio
English Premiership Rugby club Sale Sharks has signed sponsorship agreements with two Manchester-based luxury goods brands
Spurs bolster commercial team with addition of F1’s Symon
English Premier League club Tottenham Hotspur has appointed Will Symon as its new head of partnership development
$EFC Fan Token Offering – Socios.com & Everton FC
At the start of the new 2021-22 Premier League season, Socios.com and Everton ran a campaign to promote the first $EFC Fan Token Offering, which led to all 500,000 digital tokens selling out in just four minutes.
Watford adds Alchemy Markets as latest sponsor
English Premier League club Watford has signed up online trading broker Alchemy Markets as a sponsor
Expo 2020 Dubai upgrades at Manchester City with training kit deal
Reigning English Premier League champions Manchester City have unveiled Expo 2020 Dubai as the club’s new training kit partner.
Exeter Chiefs reveal West Exe Business Park as new shirt sponsor
English Premiership Rugby club Exeter Chiefs has revealed its new front-of-shirt sponsor as a company owned by the club’s chief executive Tony Rowe.