United Kingdom

The English Premier League today announced it has acquired a stake in virtual reality software firm Rezzil and agreed a new four-year licensing agreement.

James Ralley, World Rugby’s director of partnerships and brand, has left the organisation to become the commercial director for the St Andrews Links Trust, the body that manages the seven links golf courses at St Andrews in Scotland.

Aston Villa is set to announce the biggest shirt sponsorship deal in its history, having agreed a two-year contract with Greek betting platform Betano.

The Dubai-based airline will begin its agreement with the All England Lawn Tennis & Croquet Club (AELTC) from this year’s tournament, which takes place entirely in July.

The England and Wales Cricket Board (ECB) today announced that health and life insurance brand Vitality has renewed its sponsorship agreement for three more years.

Metro Bank has chosen to champion women's and girls' cricket in its first ever foray into sports sponsorship.

Digital bank Chase UK is using sponsorship of the four football ‘home nations' to build on its successful entry into the UK market.

Paddy Power leveraged its World Darts Championship title sponsorship rights in support of the charitable organisation Prostate Cancer UK.

The Jockey Club is in the market for a title sponsor for next year’s Cheltenham Festival as it embarks on a strategy to combine its sponsorship assets into a more ‘holistic’ offering for brands.   

The Premier League has tightened its rules on its member clubs striking inflated sponsorship and transfer deals with companies and organisations connected to their owners

The WeAreFearless agency’s shirt sponsorship deal with Hackney Women’s FC highlighted its expertise in women’s sport and followed the launch of a dedicated women's sport division.

Castore, the UK sportswear brand, is continuing to broaden its sports portfolio, today (Friday) entering into a five-year deal with the World Snooker Tour (WST)

Castrol has served notice that it won’t extend its sponsorship of the Premier League when it expires at the end of the current season.

The All England Lawn Tennis & Croquet Club (AELTC) has today announced that airline Emirates has become an official sponsor of the Wimbledon championships in a multi-year deal.

Škoda is using its sponsorship deal with Women’s Super League (WSL) side Chelsea Women to develop brand awareness and consideration, as well as target female consumers and family audiences.

Kia is placing sustainability and its electric vehicle range at the centre of the recent renewal of its stadium naming rights agreement with Surrey County Cricket Club – the biggest sponsorship deal in the club’s history.