United Kingdom
Sheffield United returns to Premier League with record USG deal
Newly-promoted Premier League club Sheffield United has secured a record, three-season shirt sponsorship deal with Australian multi-asset broker USG
Millwall signs record shirt sponsor deal with Huski Chocolate
English Championship football club Millwall has agreed a deal for Swedish chocolate company Huski Chocolate to become its new principal partner
Dignitas claims landmark deal with Esports Entertainment Group
UK-based esports organisation Dignitas has agreed a three-year partnership with Esports Entertainment Group, a licensed online gambling company focused on esports wagering and gaming
Purplebricks joins Team GB as Official Partner
UK estate agent Purplebricks has signed with the British Olympic Association (BOA) as a supporter of Team GB through 2020
Allianz signs title deal with World Para Swimming Championships
Insurance group Allianz has raised its profile in Paralympic sport by signing as title sponsor of the London 2019 World Para Swimming Championships
Samsung launches digital display partnership with Lancashire Cricket Club
South Korean electronics giant Samsung has signed a new partnership with Lancashire Cricket Club
Watford unveils ‘record’ front-of-shirt deal with Sportsbet.io
Premier League football club Watford has signed a new front-of-shirt partnership with Sportsbet.io.
In an official statement, Watford said the deal is the largest sponsorship in the club’s history.
Aston Villa signs BR88 as first sleeve sponsor
Newly-promoted Premier League club Aston Villa has signed its first ever shirt sleeve deal with Asian betting and gaming brand BR88
Arsenal signs Official Betting Partner deal with VBET
Premier League football club Arsenal has signed a new partnership with online sportsbook and casino platform VBET
Lions suit up with Hackett London
British menswear retailer Hackett London has agreed a three-year partnership with the British & Irish Lions rugby union team
Betfair to title sponsor Northumberland Plate Festival, Fighting Fifth Hurdle
UK betting exchange platform Betfair has signed as the new title sponsor of the Northumberland Plate Festival and Fighting Fifth Hurdle race.
Betfred partners up with Netball World Cup
UK bookmaker Betfred has agreed a sponsorship deal with the 2019 Netball World Cup
Nottingham Forest inks record front-of-shirt deal with Football Index
English Championship club Nottingham Forest has signed a record-breaking front-of-shirt deal with the Football Index stock market platform
VAR sponsorship not on the agenda for Premier League
SportBusiness Sponsorship understands that the English Premier League currently has no plans to commercialise its use of Video Assistant Referee (VAR) technology when it is introduced next season
Aston Villa snaps up W88 as shirt sponsor
Newly-promoted English Premier League football club Aston Villa has named Asian betting and gaming company W88 as its new principal partner
Mars Wrigley extends partnership with Scottish FA
UK confectionary group Mars Wrigley has extended its partnership with the Scottish FA.
Under the new deal, the partnership will run until 2022, covering the next men’s World Cup in Qatar.
Mercedes teams up with lifestyle brand Police
Formula One motor-racing team Mercedes has entered into a partnership with Police, the lifestyle brand of eyewear manufacturer Group De Rigo
EcoWorld adds shirt sponsorship to Brentford partnership
English Championship football club Brentford has named real estate developer EcoWorld London as its new main shirt sponsor