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Online sports betting company Sky Bet is understood to have had a late change of heart about the value of its title sponsorship deal with the English Football League, clearing the way last month for a renewal of its deal.
For this year’s rugby union autumn internationals, Sports Sponsorship Insider surveyed the sponsorship portfolios of the leading nations: Argentina, Australia, England, France, Ireland, Italy, New Zealand, Scotland, South Africa and Wales.
The creation of a new European club rugby tournament and an increase in competition for qualification to the tournament from Pro12 clubs were driving factors behind an increase in the value of title sponsorship rights for rugby union’s Pro12 league.
Beer brand Budweiser’s decision not to renew its lead partner contract with English football’s FA Cup has highlighted some weaknesses in the competition’s value to sponsors, industry experts said this month.
The England and Wales Cricket Board signed a £2m ($3.1m/€2.4m)-per-year agreement in August with NatWest bank in the first deal under a new sponsorship structure.