United Kingdom
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
Mastercard partners with women’s teams at Arsenal, Olympique Lyonnais
US financial services firm Mastercard has strengthened its commitment to women’s football after signing new partnerships with Arsenal and Olympique Lyonnais.
Dacia extends backing of Super League’s Magic Weekend
The Dacia car brand of French automotive manufacturer Renault has extended its partnership with the Super League for title sponsorship of the rugby league competition’s Magic Weekend.
Uber continues ICC relationship with World Cup deal
Personal mobility company Uber has furthered its association with the International Cricket Council by signing up as an Official Sponsor of the 2019 World Cup
McLaren’s Petrobras deal comes under scrutiny
The future of Petrobras’ sponsorship deal with Formula One motor-racing team McLaren has come under further doubt after Brazil’s President, Jair Bolsonaro, claimed that he has directed that the oil com…
AXA upgrades to Liverpool training kit partner
The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.
FA of Wales seals MG Motor UK deal
The Football Association of Wales (FAW) has signed a three-year sponsorship deal with MG Motor UK
Liverpool, Spurs fans urge sponsors to forfeit Champions League final tickets
Supporters of Champion League finalists Liverpool and Tottenham Hotspur have urged sponsors of the competition to give up their tickets so that more fans can attend the final
Doubts raised over Southampton’s ‘record’ shirt deal with LD Sports
Industry experts have questioned Southamption's new “record” shirt deal with Chinese brand LD Sports, which was officially announced on Monday as the “biggest sponsorship deal in the club’s history”.
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Barclays pays up to seize Women’s Super League opportunity
The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.
McVitie’s signs with Team GB for Tokyo 2020
The McVitie’s biscuit brand has signed as an Official Partner of Team GB in the lead up to the Tokyo 2020 Olympic Games.
Saltire Energy extends backing of Aberdeen
Scottish Premiership football club Aberdeen has extended its shirt sponsorship deal with drilling equipment supplier Saltire Energy
ATP Finals to promote Canary Islands
Men’s tennis tour the ATP has agreed a two-year deal for its season-ending Finals with Canary Islands Tourism.
Wasps and Vodafone strike main club partner deal
UK telco brand Vodafone has signed as the main partner for English Premiership Rugby club Wasps Rugby, and Netball Superleague team Wasps Netball
Southampton signs new Chinese media entity as main sponsor
English Premier League football club Southampton has announced a record sponsorship deal which will make LD Sports, a new sports content, marketing and entertainment platform for the Chinese market, its…
Ascot names Betfred official bookmaker
Ascot Racecourse has agreed a three-year partnership with bookmaker Betfred
West Ham teams up with payments app MuchBetter
English Premier League football club West Ham United has entered into a partnership with payments app MuchBetter