Household Products

English Premier League football club Manchester City has extended its partnership with PZ Cussons-owned soap brand Premier Cool

Japanese personal care company Shiseido has agreed a deal with the International Skating Union to become the title sponsor of the Cup of China ISU Grand Prix of figure skating, which will be held from…

Japanese personal care company Shiseido has agreed a deal with the Women’s Tennis Association to become the title sponsor of the season-ending WTA Finals in Shenzhen, China.

Belgium's national lottery, Nationale Loterij, and sealants and adhesives brand Soudal have extended their title sponsorship deals with the Belgian UCI WorldTour cycling team

Japanese men’s skincare brand Bulk Homme has signed up as a regional sponsor of French Ligue 1 football club Paris Saint-Germain in Asia.

The Boulanger retail group has upgraded its partnership with Ligue 1 club Lille OSC from shirt sleeve sponsor to Principal Partner

The International Gymnastics Federation (FIG) has agreed a one-year partnership with Japanese haircare brand Tokio Inkarami. The brand, which is owned by IFing Co

Bundesliga club Bayern Munich has extended its Gold Partner deal with US consumer goods giant Procter & Gamble

Hair salon franchise Great Clips has agreed a multi-year partnership with North American ice hockey league the NHL and Players’ Association the NHLPA following an initial deal that covered the 2018 Stanley C…

In 2017, NFL official beauty partner CoverGirl created first all-female pre-game show to tackle sports media stereotypes and speak directly to the 69 million female American Football fans.

In 2018, men’s grooming brand LEA leveraged its partnership with Deportivo Alavés through a national online and print advertising campaign.

P&G detergent brand Tide used the start of the 2019 NFL – and its NBC media partnership – to kickstart a national debate about the best night to do laundry.

After 170 years of trading, high street chemist Boots’ first sport sponsorship backed women’s football via partnerships with all five football associations in the British Isles.

Regional grocery chain Giant Food and consumer goods corporation Procter & Gamble have returned as sponsors of the Washington Wizards’ esports team in the NBA 2K League.

Men’s grooming brand Axe has agreed a deal to become the official personal care partner of ELeague, the esports organisation operated by US media company Turner and the IMG agency.

Turkish home appliance brand Beko has signed a new partnership with US video game publisher Riot Games, maker of the hugely successful League of Legends series

ZO Skin Health has been unveiled as a sponsor of West Ham United’s women’s football team. The three-and-a-half-year deal names ZO Skin Health as the team’s Official Skincare Partner. The

Shaving products brand Barbasol has announced a five-year extension to its sponsorship of the annual Barbasol Championship on the PGA Tour

The US Women's National Soccer Team has reached an agreement with Secret Deodorant, which will span 2019

English Premier League football club Tottenham Hotspur has entered into a supplier partnership with personal care brand Molton Brown

The NHL ice hockey league has signed a multi-year, Canada-focused sponsorship deal with tissue manufacturer Kruger Products

Team GB has launched its first ever 'Official Sleep Partner' deal with UK bed retailer Dreams

Premier League club Manchester United has signed a new multi-year global partnership with personal care brand Remington

English Premier League football club Fulham has entered into a three-season partnership with Teng Tools, a global provider of hand tools and smart storage solutions

The Women’s Tennis Association has signed a new global partnership with oil-infused beauty brand Moroccanoil.

French health insurance firm Mutest has signed a new naming rights partnership with Ligue 1 club RC Strasbourg

The Basketball Australia has struck sponsorship deals with vitamin tablets and drinks brand Berocca and the New Era Cap Company

The Australian Open grand slam tennis tournament has agreed a sponsorship deal with skincare products manufacturer La Roche-Posay

Cosmetics brand Garnier has rekindled its association with the Australian Open by agreeing to partner with the 2019 edition of the tennis grand slam

Cosmetics brand Pure Silk has furthered its backing of the Ladies Professional Golf Association by agreeing to become the new title sponsor of its annual tournament at Kingsmill Resort in Williamsburg,…

Shampoo brand Head & Shoulders has renewed its sponsorship agreement with the Turkish Basketball Federation (TBF)

The South American Football Confederation (Conmebol) has agreed a four-season deal with consumer goods company Unilever that will make its Rexona antiperspirant brand a new partner of the Copa Libertadores

The Chinese Basketball Association has partnered with Scisky, a non-toxic home décor materials company.

Persil, the laundry brand owned by consumer goods group Unilever, has agreed a three-year partnership with England Rugby

Home-building company Metricon has stepped up its involvement with Melbourne Victory by becoming the Australian A-League football club’s principal partner for the 2018-19 season.

Quick-Step Floors, one of the leading teams in cycling’s UCI WorldTour, has signed up Belgian window manufacturer Deceuninck as its new main sponsor.

Spain’s LaLiga has signed a new global deal with Unilever as an Official Personal Care Partner.