United Kingdom
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
Birmingham City signs up BoyleSports as shirt sponsor
English Championship football club Birmingham City has agreed a deal for bookmaker BoyleSports to become its new principal partner
FA strikes long-awaited Lead Partner deal with BT
The Football Association’s search for an exclusive Lead Partner has ended with the signing of British telco BT as the most-visible sponsor for all England national football teams.
Wolves end W88 deal, seal record shirt sponsorship with ManBetX
English Premier League football club Wolverhampton Wanderers has signed a record sponsorship deal with ManBetX
Osonyq continues Dutch influence at Rangers
Scottish Premiership football club Rangers has agreed a four-year partnership with Dutch sports drinks company Osonyq
LoveBet enters Premier League with Burnley shirt deal
English Premier League football club Burnley has signed Asian betting brand LoveBet as its new main sponsor.
The three-season deal will run from 2019-20 to 2021-22
Google Cloud teams up with FA
The English Football Association (FA) has entered into a partnership with the Google Cloud division of technology company Google
Premiership Rugby signs multi-year betting partnership with BetUK.com
Premiership Rugby, England’s top-flight rugby union league, has struck an Official Betting Partner deal with online casino and betting brand BetUK.com.
BetUK.c
Carabao extends EFL Cup naming deal until 2021-22
Energy drink Carabao has signed a two-year extension of its naming partnership with the EFL Cup, England’s football league cup, which will be named the Carabao Cup until 2021-22.
Man City connects with Chinese spirits brand JNC
Premier League club Manchester City has signed a new partnership with Chinese spirits brand JNC.
Under the multi-year global deal, JNC will become the club’s Official Baijiu Partner worldwide.
Umbro retains key partnerships with Everton, West Ham
British sportswear brand Umbro has renewed its kit-supply agreements with Premier League clubs Everton and West Ham.
Betway renews with West Ham, breaks its own record partnership fee
Global sportsbook and casino brand Betway has paid a new record fee to extend its partnership with Premier League club West Ham
Liverpool extends record-breaking, 27-year partnership with Carlsberg
Premier League club Liverpool has extended its record-breaking partnership with Danish beer brand Carlsberg
Manchester United still the leading sponsorship platform in English football, says new report
Manchester United is still the leading sponsorship platform in English football, according to a new report from sponsorship analytics firm DataPOWA
Super League hails record Betfred title sponsor deal
UK bookmaker Betfred has renewed its title sponsorship of the Super League rugby league competition.
The new deal will run until the end of the 2021 season
Premier League clubs failing to cash in on stadium naming rights – report
Premier League clubs are missing out on millions of pounds in untapped revenue from stadium naming rights, a new report has found
Kappa takes principal partner role at Aston Villa
English Championship football club Aston Villa has agreed a three-season deal that names Italian sportswear brand Kappa as its principal partner and kit supplier