United Kingdom
QPR signs Matrade stadium naming-rights deal amid financial challenges
English club Queens Park Rangers has signed a stadium naming-rights agreement as it bids to allay its financial difficulties
Defender extends Premiership Rugby deal after high-profile RWC campaign
Jaguar Land Rover (JLR) has extended its ’Official Vehicle Partner’ agreement with English club rugby’s Premiership Rugby in support of the Defender SUV brand.
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‘Coaches of Tomorrow’ | Starling Bank and Southampton FC Women
Starling Bank has grown affinity among fans of Southampton FC Women via its 'Coaches of Tomorrow' campaign.
‘Our target audience over-indexes in cricket’ | James Morrison, Laithwaites
James Morrison, head of brand and partnerships for Laithwaites Wine, explains why the wine delivery service returned as a sponsor of the England and Wales Cricket Board.
Forest’s poor environmental record created ‘hassle’ for sponsor E.ON
The marketing chief for E.ON UK, Nottingham Forest’s Official Sustainability Partner, has described how the club’s poor performance in a table ranking the environmental efforts of Premier League teams created ‘a lot of hassle’ for the electric utility firm.
Newcastle United secures national airline as third Saudi sponsor
Newcastle United has built on its existing link to Saudia, the airline which is the national flag carrier for Saudi Arabia, with a new sponsorship agreement
EFL continues commercial streak as Carabao extends EFL Cup title deal
The English Football League (EFL) has followed its recent trend of securing major commercial extensions by signing a renewal of its EFL Cup title sponsorship contract with energy drink Carabao
UK lawmakers call for regulation of football’s fan token deals
The presence of cryptocurrency-based fan tokens in UK football could be under threat after a new report from the cross-party Culture, Media and Sport (CMS) Committee called on clubs to be stopped from…
Lions bring in IMG as global licensing agency
The British & Irish Lions have appointed IMG as their worldwide licensing agency in a multi-year deal running through 2027.
Centrica sponsorship drive continues with British Gas Team GB deal
UK energy firm Centrica's busy 2023 in sponsorship continues apace with the announcement of its subsidiary British Gas agreeing a five-year deal with Team GB and ParalympicsGB
London’s Excel arena launches new sponsorship strategy
London’s Excel arena has announced a new long-term strategy to identify new sponsorship opportunities and unlock value beyond the venue’s core events business.
Cinch activates SPFL title sponsorship early release
Cinch has invoked a break clause in its title sponsorship agreement with the Scottish Professional Football League (SPFL) to allow the online car retailer to exit at the end of the current 2023-24 season
Lower-tier clubs expect increased sleeve revenue to partially offset Premier League betting ban
Mid-to-lower tier Premier League clubs expect the value of their main shirt partnerships to drop by between 33 and 50 per cent after the ban on front-of-shirt betting deals comes into play, but believe much of the lost revenue will be recouped by a more than doubling of shirt sleeve sponsorship revenue.
Brand USA deal marks another presenting sponsor switch for NFL’s London Games
The National Football League (NFL) London Games has its third presenting sponsor in as many years after the signing of Brand USA, the official ‘destination marketing’ organisation for the United States.
‘The Women’s Ashes has given us huge momentum’ | Danielle Lee, Metro Bank
Danielle Lee, director of brand and marketing for Metro Bank, explains why the company is making grassroots women's cricket the focus of its sponsorship deal with the ECB..
Infinite Athlete passes compliance test to seal Chelsea shirt deal
Technology company Infinite Athlete has been ratified by the Premier League as Chelsea’s new main shirt sponsor in a one-season deal, having satisfied the league’s compliance criteria.
BetMGM kicks off ‘stable’ of Premier League sponsorships with Newcastle deal
Premier League club Newcastle United has announced a multi-year deal with the newly launched UK arm of online gaming and sports betting brand BetMGM
CFI seeks global exposure through Sheffield United shirt deal
The Premier League’s huge worldwide appeal is a key aspect of both Dubai-based online trading provider CFI Financial Group’s front-of-shirt agreement with newly-promoted Sheffield United and the club’s sleeve deal with UK home appliances manufacturer Gtech.