United Kingdom

US-based car rental agency Enterprise Rent-A-Car launched a bespoke and informative football content series to activate its sponsorship deal with the Uefa Europa League.

Breakfast cereal brand Kellogg’s has added Premier League champion Manchester City to its growing sponsorship roster in football.

Sean Thornley, Arsenal’s former business development lead, and Menino Pereira, the club’s former head of partnerships, research and insights, have launched a new sports marketing agency targeting sports rights-holders and brands.  

US-based online used car retailer Carvana has signed its biggest team sports sponsorship to date as the main shirt sponsor of Major League Soccer's (MLS) Chicago Fire

Guinness is to take on title sponsorship of the Women's Six Nations, as part of its renewal with Six Nations Rugby that was officially announced today (Tuesday)

Global technology and digital transformation firm Orion Innovation has announced a new agreement with Liverpool, marking the company's first step into the sponsorship space.

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.

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

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.

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.

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…

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.

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.

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.