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UK Sponsorship News

February 24th, 2024

Castore signs as Official Technical Partner of WST in 5-year sponsorship deal


WST has announced a pioneering five-year partnership with global sports giant Castore. The relationship will see Castore become the Official Technical Partner of the World Snooker Tour until 2029. Castore, whose current partners include McLaren F1, Oracle Red Bull Racing, Athletic Bilbao and Rangers FC were placed second on the Sunday Times list of the UK's fastest-growing companies in 2023. As official technical partner, Castore will work with WST and in consultation with the players to develop performance garments to be worn at selected events over the five-year period. The two events to feature Castore technical wear this season will be the Riyadh Season World Masters of Snooker (4th-6th March) and the World Mixed Doubles taking place at Manchester Central (30th-31st March). The partnership will also see the launch of a brand-new online store, with a range of exclusive products.

February 23rd, 2024

Eastleigh residents sponsor major local tree-planting initiative

planting a tree

In Eastleigh, residents and local people have sponsored and planted trees at Itchen Valley Country Park to help expand new woodland, providing habitats for local wildlife. 268 residents and local people took the opportunity to sponsor and plant a tree at Itchen Valley Country Park over three planting days in January and February, which, with a further 31 sponsored trees that were planted by the Country Parks team, brought the total to 151 new trees for the woodland. It all forms part of the council's Plant Eastleigh campaign to help improve biodiversity and tackle climate change in a drive for residents, businesses and community organisations to plant 160,000 more trees in Eastleigh Borough by 2030. It's part of a project contributing to the England Trees Action Plan, which the government has launched to tackle biodiversity loss and climate change.

February 22nd, 2024

Pride of Tameside Business Awards inks impressive early sponsorship deals

awards ceremony

The Pride of Tameside Business Awards are returning this coming May, with an impressive list of sponsors already lined up, say the organisers, Tameside Council. Tameside Council's Economy, Employment and Skills team aims to showcase "the amazing people and businesses helping to drive the local economy and support the community". This year, Greater Manchester Business Growth Hub and local creative business, Visual Architects, have already signed on the dotted line to support the annual event. Local businesses will be able to nominate themselves under a range of categories, including Large Business (51+ Employees), Entrepreneur of the Year, Creative Business, Manufacturing/Engineering, Construction/Property, Childcare/Social Care, Tech/Digital Business, Social Enterprise/CIC/Charity and Green Impact Business.

February 21st, 2024

Leeds Rhinos partner with Nuffield Health for wellbeing drive

rugby women

Leeds Rhinos have announced Nuffield Health as their official health and wellbeing partner. The new partnership aims to motivate people of all ages to prioritise health and wellbeing through the power of sport and positive role models. The healthcare charity's Healthier Nation Index revealed that 64% of people in Yorkshire quote a lack of motivation as the key barrier to exercise; 48% say it is the cost. A key focus will be working through community-based projects to reach those with unmet health needs. The partnership will build on the Rhinos' work through the Women's Rugby League and netball teams and the Leeds Rhinos Foundation's initiatives, which currently engage over 100,000 people, following existing work, including the launch of Nuffield Health's Move Together initiative in August 2023. The free programme aims to get 11-16-year-old girls moving and more physically active.

February 20th, 2024

NatWest reveals ad. campaign supporting its partnership with Team GB


NatWest launched its inaugural Team GB advertising campaign titled "Whatever your goals, let's get going" on February 19th, ahead of the Paris 2024 Olympics. The initiative is the first among a series designed to support NatWest's partnership with Team GB. It extends the bank's "Tomorrow Begins Today" platform, aiming to motivate the nation to act today for a better future and to support Team GB in the lead-up to the 2024 Paris Olympics. The campaign highlights the importance of motivation and progress towards achieving goals, featuring Olympic medallists Asha Philip, Max Whitlock, Emily Campbell, Duncan Scott, Helen Glover and Beth Shriever, as well as NatWest staff. It will be prominently featured across both internal and external media channels from its launch until the Olympics in July.

February 19th, 2024

GoCardless renews sponsorship of the annual JustGiving Awards

bank card

GoCardless, the bank payment company, has renewed its commitment to be the official headline sponsorship for the annual JustGiving Awards this September. This follows a similar partnership for the 2023 GoCardless JustGiving Awards which brought in nearly 20,000 votes for twelve finalists. The sponsorship builds on a two-year relationship which started when JustGiving selected GoCardless to collect recurring donations via Direct Debit. Earlier this year, GoCardless was also named the open banking payments provider for the fundraising platform, enabling the public to make instant, one-off donations through its Instant Bank Pay feature. This year's GoCardless JustGiving Awards ceremony will take place at London's iconic Roundhouse on Wednesday 18th September, 2024, bringing together some of the biggest fundraisers and celebrities in the country under one roof.

February 18th, 2024

PDC announces Ladbrokes as title sponsor of UK Open and Players Championship Finals


The Professional Darts Corporation has announced Ladbrokes as the title sponsor of the UK Open and Players Championship Finals. The Ladbrokes UK Open will be held from March 1st-3rd, as 160 players compete in the annual festival of darts, while the Ladbrokes Players Championship features 64 of the world's top stars. Each event will see players battle it out for TV silverware and £600,000 in prize money at Butlin's Minehead Resort. The leading bookmaker will turn Butlin's Minehead Resort red for the 2024 Ladbrokes UK Open in March and November's Ladbrokes Players Championship Finals. Ladbrokes has a long-held association with the PDC, having sponsored the World Darts Championship from 2002/03-2013/24, the Players Championship Finals from 2018-21 and the UK Open from 2019-21.

February 17th, 2024

Hansgrohe becomes latest corporate sponsor of BiKBBI

kitchens and bathrooms

The British Institute of Kitchen, Bedroom and Bathroom Installation (BiKBBI) has announced Hansgrohe as the latest brand to become a corporate sponsor of the institute, with the global premium bathroom and kitchen company pledging its support to the government-sanctioned organisation and its work in building a sustainable workforce and improving education, standards and compliance in the KBB installation sector. With its brands AXOR and hansgrohe, the Hansgrohe Group, founded in 1901 in the Black Forest, Germany, is an internationally recognised company in the bathroom and kitchen industry, known for innovations such as the first hand-held shower with multiple spray types, the first pull-out kitchen mixer tap and the first wall bar to hold a hand-held shower. In 1990 the Hansgrohe Group founded its UK subsidiary which currently employs around 90 staff, and recently invested more than £5m into its UK business.

February 17th, 2024

Microsoft announced as first sponsor of the 2024 Digital Revolution Awards

digital revolution

The Digital Revolution Awards has announced Microsoft as the first of its sponsors for its 2024 edition. Now into its fourth year, the event spotlights brilliance in the cloud technology community, celebrating individuals and organisations that are helping lift up the industry. This time, Microsoft will be supporting the Outstanding Contribution to the Microsoft Community category, which recognises individuals who've gone above and beyond to inspire and empower users and businesses of all kinds to accomplish more by using Microsoft Cloud products. Winners of last year's Outstanding Contribution to the Microsoft Community awards included Gregor Suttie (UK and Global). From hosting podcasts or tutorial videos and writing courses, to speaking at or arranging events that help benefit others, the category offers the opportunity to celebrate the unsung heroes who make the cloud a better place to live and work through their passion and advocacy.

February 16th, 2024

Hull Trains extends sponsorship of the city's two Rugby League clubs into third year


Hull Trains recently announced that it has extended its partnership with the city's two Rugby League clubs for a third consecutive year, ahead of the 2024 season which kicked off on February 15th, when Hull KR and Hull FC met in the opening fixture. Sponsorship of two major Hull teams is a key part of the rail operator's local investment plan and is seen as an excellent opportunity to help drive further interest in the city and its major sports teams. The Super League season started on February 15th with the Hull derby, which saw the two Hull Trains sponsored sides face off in a much-anticipated league opener. The result of the match was Hull FC 0 Hull KR 22. The season will conclude on Saturday, 12th October, with the Super League Grand Final.

February 15th, 2024

Lexus partners with new Sky Sports Tennis channel in extensive deal

tennis ball

Lexus has struck a new year-long partnership with Sky Sports as "Presenting Partner" of its brand-new channel Sky Sports Tennis, to include exclusive sponsorship of the ATP Tour and the Women's Tennis Association (WTA) Tour throughout 2024. The seven-figure deal includes broadcast sponsorship of over 4,000 matches from more than 80 tournaments across the ATP Tour and WTA Tour and non-live tennis programming on the new dedicated channel. Lexus will also align with tennis content on Sky Sports' digital and social platforms. Across broadcast, the sponsorship will comprise 15-second accreditation to open and close each programme, while additional 5-second accreditations will top and tail each centre break. The sponsorship will utilise Sky AdVance to retarget tennis viewers across the web. To amplify the partnership, Lexus will use the Sky Sports Tennis logo and "Presenting Partner" designation across its owned and bought media.

February 14th, 2024

SPAR Scotland delivers significant support to World Athletics Indoor Championships in Glasgow


The 19th edition of the World Athletics Indoor Championships is set to be hosted in Glasgow, marking its debut in the city. SPAR Scotland is contributing significant support to this event, not only by introducing a unique livery design on delivery vehicles for enhanced promotion across Scotland but also by supplying essential products such as sandwiches, yoghurts, fruit, and nutrition bars for the volunteers and staff during the event's three-day span. Additionally, VIP areas will receive complimentary drinks and products. SPAR Scotland's promotional efforts extend to social media campaigns, advertising via SPAR instore radio, digital screens, and point of sale, alongside consumer competitions and public relations activities. An exciting instore event is scheduled at SPAR Garthamlock on 20th February, initiating the countdown to the championships, illustrating SPAR Scotland's substantial investment in the promotion of the event.

February 13th, 2024

Great UK Challenge Fund sponsors mural in US symbolising support for equality and inclusion

UK symbols

A new mural titled "GREAT Love is for Everyone" was unveiled in Washington, D.C., symbolising the UK's commitment to equality and inclusion. Located above the Little Gay Pub in central Washington, it is a collaborative effort between local muralist Lisa Marie Thalhammer, the British Embassy Washington and the pub itself, aligning with the UK's "GREAT Love" international campaign, celebrating the LGBTQIA+ community and principles of equality and inclusion that the UK upholds and incorporating symbols representing the four nations of the UK: the Rose of England, the Thistle of Scotland, the Daffodil of Wales and the Shamrock of Northern Ireland. The project is supported by the Great UK Challenge Fund, a part of the GREAT Campaign that aims to highlight the best of what the UK has to offer.

February 12th, 2024

TikTok unveiled as Official Partner of Team GB and ParalympicsGB for Paris 2024


Team GB, ParalympicsGB and TikTok have established a partnership making TikTok an Official Partner for the upcoming Olympic and Paralympic Games. This collaboration is designed to enable athletes from both teams to share their experiences, reach new audiences and expand their personal following on the platform, fostering support throughout the UK as the Paris 2024 Games approach. TikTok plans to conduct tailored content workshops for numerous athletes from Team GB and ParalympicsGB, providing them with training and advice on content creation from its experts. These workshops aim to assist athletes in engaging with new fans, growing their personal fanbases and, for ParalympicsGB, promoting positive change for disabled individuals. This partnership leverages the significant popularity of Olympic and Paralympic sports on TikTok, highlighted by over 300,000 video creations related to the Tokyo 2020 Games, including popular behind-the-scenes content from athletes.

February 11th, 2024

Portsmouth City Council announces supporters of D-Day Story museum - and seeks more


Portsmouth City Council's D-Day Story museum will offer free access to at least 800 schoolchildren, supported by sponsorships from BAE Systems, Portsmouth Grammar School, Lockheed Martin and Wightlink Isle of Wight Ferries. BAE Systems has contributed £17,500, enabling 500 children to visit at no cost. This initiative coincides with the 80th anniversary of the D-Day and Normandy landings in 2024, aiming to educate thousands of Portsmouth's children about the city's significant involvement in the Second World War. The museum's educational programme includes hands-on object handling, interactive displays and the chance to explore the last remaining landing craft tank from D-Day. With a goal to fund 10,000 visits, Portsmouth City Council is seeking additional business sponsors to expand this educational opportunity.

February 10th, 2024

Sheffield Wednesday teams up with Cirata in new front of shirt sponsorship deal


Sheffield Wednesday FC, a team in the EFL Championship, has formed a new front of shirt sponsorship deal with Cirata for the rest of the season, making Cirata the club's Official Sponsor and replacing the previous sponsor, Ey Up. Cirata, previously known as WANdisco, is entering a new stage focusing on growth and digital innovation. The company specialises in integrating valuable datasets into leading cloud platforms for advanced AI and analytics. This agreement means Cirata's logo will immediately take over from the former sponsor on the club's shirts. Supporters are invited to add the Cirata logo to their replica shirts at no cost at the Owls Megastore, although they are cautioned that the imprint of the previous sponsor might still be discernible.

February 9th, 2024

HUGO partners with F1™'s VCARB as Official Apparel Partner

motor racing

HUGO, the luxury fashion brand, has entered into a partnership with the Visa Cash App RB (VCARB) Formula One™ team, becoming its Official Apparel Partner starting with the 2024 F1™ season. This collaboration will see the HUGO logo featured on the VCARB team's race suits, teamwear and cars. The partnership extends to the creation of limited-edition fashion lines that include bold, fashion-forward performance wear and fanwear, embodying HUGO's sophisticated tailoring. Additionally, HUGO will design formal apparel for the team's drivers, Daniel Ricciardo and Yuki Tsunoda, as well as high-performance race and travel wear for the entire team. The race wear, which includes water-repellent jackets, vibrant T-shirts and stretch trousers, is made from technical materials suitable for the track and features graphic branding with bold colours and a metallic bull logo.

February 8th, 2024

Leading sportswear firm Castore in new multi-year partnership with Middlesex Cricket


British manufacturer of sportswear and athletic clothing, Castore, has announced a multi-year partnership with Middlesex Cricket which will see the company becoming Middlesex's official kit supplier and technical partner for the 2024 season. Middlesex has worked closely with the Castore team to develop the bespoke new playing kit and training wear, to be worn from 2024 onwards by the club's Men's, Women's, EPG squads and the Sunrisers. The partnership also sees Castore producing a comprehensive range of high-quality leisurewear for supporters, which will, along with replica playing kit and training wear, be available for members and supporters to purchase online ahead of the start of the 2024 season. Castore's products are sold in more than 50 countries worldwide and they have sponsorship deals with association football teams, cricket teams, rugby union teams, Formula One teams and tennis players.

February 7th, 2024

Cobham-Ultra supports British Youth America's Cup squad


Hannah Mills OBE and Sir Ben Ainslie have announced the Athena Pathway squad of sailors that, entered through Challenging Club the Royal Yacht Squadron, will seek to make history by winning the inaugural Puig Women's America's Cup and thereby retain the Youth America's Cup for Britain. The team will be supported by leading global aerospace and maritime technology innovator Cobham-Ultra, in a continuation of the firm's extensive investment in UK engineering skills and Cobham's provision of ground-breaking satellite apparatus in the 2017/18 Volvo Ocean Race. Cobham-Ultra brings together Cobham and Ultra Electronics, UK-headquartered global engineering specialists in aerospace, maritime and communication technologies. Building on the firm's 5 million pledge to support academically talented students from under-represented groups in accessing top-tier engineering educations, the collaboration will see the launch of a nationwide schools' programme in conjunction with Athena Pathway's charity partner, the 1851 Trust.

February 6th, 2024

Harland & Wolff sponsors Maritime UK roundtable as part of NAW


Harland & Wolff has marked the start of National Apprenticeship Week (NAW) by sponsoring a Maritime UK roundtable at its head office in London. NAW takes place between 5th and 11th February, 2024, an opportunity for the education and skills sector to celebrate the achievements of apprentices around the country and the positive impact they make to communities, businesses and the wider economy. The roundtable brings together apprentices from across the sector to share their experiences and includes a session with employers, who share best practice and identified areas for collaboration. The apprenticeship programme was launched in 2021, designed to equip young people leaving school and college with skills required to forge a rewarding, long-term career in shipbuilding and marine fabrication. Over 150 apprentices have so far taken part in the scheme, with 2024 set to boost those numbers significantly.

February 4th, 2024

Sandvik Coromant renews sponsorship of E&D Zone at MACH 2024


The Education and Development (E&D) Zone at MACH 2024 is again being sponsored by global metalcutting specialist, Sandvik Coromant, which has sponsored the Zone since its introduction at MACH 2012, inspiring the next generation of engineers to join the manufacturing technologies sector. The E&D Zone is the educational hub at MACH 2024, designed for students keen to explore what engineering-based manufacturing can offer them as a future career. Via guided tours of the exhibition students learn more about the latest manufacturing technologies being developed and deployed in UK industry and about potential career paths and opportunities - with guidance on the manufacturing and engineering companies that are recruiting UK apprentices. Over 3,000 students aged 11-18 are expected to attend this year, with interactive activities organised by contributors including F1 in Schools, University of Wolverhampton Racing, Vex Robotics and the National Physical Laboratory.

February 3rd, 2024

Arsenal and Dubai property developer Sobha Realty sign long-term partnership


Arsenal and Sobha Realty, a luxury real estate developer based in Dubai, have entered into a long-term partnership. This collaboration marks Sobha Realty as Arsenal's first-ever training ground naming rights partner, with the training facility now named the Sobha Realty Training Centre. Additionally, Sobha Realty ascends to a Principal Partner of Arsenal and will also serve as the official training kit sleeve partner for both the men's and women's teams. The partnership is designed to leverage Sobha Realty's property and real estate expertise to explore development opportunities at Arsenal's training ground. The initiative aims to foster excellence and enhance the environment for players, coaches and staff across both teams.

February 1st, 2024

GillenMarkets takes title sponsorship of inaugural London Squash Classic

squash racket and ball

GillenMarkets, a Dublin-based wealth management firm, has been announced as the title sponsor for the inaugural London Squash Classic, set to take place at Alexandra Palace from March 27th to April 1st. This new tournament on the PSA World Tour calendar replaces the Canary Wharf Classic, which GillenMarkets also sponsored in 2022 and 2023. As a PSA World Tour Gold tournament, the GillenMarkets London Squash Classic will feature 48 of the world's top male and female squash players. The competition will begin at the Coolhurst Lawn Tennis & Squash Club for the first round, with subsequent rounds, including the semi-finals and finals, taking place at Alexandra Palace. The tournament will be available for viewing live on SQUASHTV, and the semi-finals and finals will also be broadcast by PSA's broadcast partners.

January 31st, 2024

Aldi becomes new long-term sponsor of Channel Four's food-related programming


Channel 4 Sales has secured Aldi, the retailer, as the long-term sponsor for its array of food-related programming across multiple channels, including Channel 4, More 4, E4, and Channel 4 Streaming. This agreement also encompasses the 'Cooking Inspiration' segment on UKTV and W. Starting from January 29th, this sponsorship arrangement covers shows like 'Come Dine with Me' and 'Jamie Cooks the Seasons' on Channel 4, as well as programmes such as 'My Kitchen Rules Australia,' 'Masterchef New Zealand,' and 'Dessert Masters' on UKTV and W. Channel 4 Sales acts as the exclusive advertising representative for the UKTV portfolio. The sponsorship deal was facilitated with the assistance of Starcom, a media agency and McCann, a creative agency.

January 28th, 2024

Aston Martin installed as High-Performance Partner of The Jockey Club


Aston Martin has been named official High-Performance Partner of The Jockey Club in the UK. This partnership extends the marque's involvement in major horse racing events like The Cheltenham Festival, the Randox Grand National Festival at Aintree and Newmarket's QIPCO Guineas Festival, in addition to the Betfred Derby Festival. Aston Martin made its initial debut as a partner at The Derby Festival at Epsom Downs in 2023. It will continue sponsoring the Aston Martin Dash at Epsom Down. Additionally, the brand will showcase its prestigious models, including the DBX707 SUV and the DB12 Super Tourer, at The Orchard during The Cheltenham Festival in March. The DBX707 will also be used to transport racegoers, owners, and VIP guests at these events. This collaboration reflects Aston Martin's growing involvement in elite equestrian events globally, including showjumping competitions in Europe and the USA.

January 25th, 2024

Kingfisher Insurance to sponsor 2024 Generations Rally for classic cars

classic car

Kingfisher Insurance, through its private client insurance brand Classic Insurance Services, has announced its sponsorship of the 2024 Generations Rally organised by Rally the Globe (RTG). This event, tailored for crews of different generations, promotes the appreciation of historic motorsport and classic vehicles. Scheduled to take place from March 22nd to 24th, the rally will commence in Cheshire, traverse the scenic Clywdian and Cambrian mountains in Wales and conclude back in Cheshire. Kingfisher's sponsorship aligns with its commitment to preserving automotive history for future generations. As a leading UK broker in specialist automotive insurance, Kingfisher, via its motorsport brand Reis Motorsport Insurance, offers services catering to clients who own and actively use their historic or GT racing vehicles.

January 23rd, 2024

Persimmon agree deal to sponsor rugby's Scarlets Women's U18s team

female rugby

Persimmon, founded in 1972 and now one of the UK's leading housebuilders, is providing sponsorship support to rugby's Scarlets Women's U18s team.The Persimmon logo will be emblazoned across the front of the Scarlets' jerseys for all the matches in the Regional Age-Grade Championship over the coming weeks. Persimmon is the largest housebuilder in South Wales and has a number of developments across the Scarlets-West Wales region. Scarlets Women's U18s captain Rhiannon Griffin and Scarlets women's programme lead Rhodri Jones visited Persimmon's West Wales regional headquarters in Penllergaer this week to meet Managing Director, Stuart Phillips, and the team to thank them for their support. A number of players from Scarlets U18s have gone on to represent the Wales senior rugby team.

January 22nd, 2024

New CAF report highlights significant increased strain on UK charities

food bank queue

New research from The Charities Aid Foundation reveals significant increased strain on UK charities. The study of 650 organisations found 50% were operating at full capacity. Fifteen percent have to turn away those in need, due to overload. Only 31%, including food banks, community groups and support services, are able to take on additional people. In response, 51% are prioritising aid for those in most critical need. 28% have implemented waitlists, 9% ceasing acceptance of new referrals. A quarter (25%) of struggling charities are reducing scope to concentrate on core services. 16% are contemplating introducing fees. 41% are directing individuals to other organisations. 47% are encountering more people in extreme need compared to the previous year. 40% report an increase in the number of people seeking assistance with navigating public services.

January 22nd, 2024

Brighton's Beryl BTN Bikes scheme in one year sponsorship deal with Vita Coco water


Brighton & Hove's Beryl BTN Bikes, a city cycle hire scheme, has finalised a one-year sponsorship agreement with Vita Coco, a leading coconut water company. The partnership will result in Vita Coco's branding being prominently displayed on the rear wheels of both Beryl BTN bikes and e-bikes. Additionally, the collaboration includes a series of events and giveaways planned throughout the city. The sponsor's presence will extend to the organisation's website, app and social media channels. The council plans to reinvest 100% of its sponsorship earnings back into the bike scheme. Vita Coco, established in the UK since 2010, is renowned for its coconut water products, popular among health-conscious consumers, wellness experts, athletes and celebrities. The brand's range has expanded to include various coconut waters and coconut oils.

January 21st, 2024

Hamilton Park signs Cube Glass as multi-year sponsor for its Ladies' Night event


Cube Glass, a Lanarkshire-based company specialising in aluminium and glass products, has secured a multi-year sponsorship deal for The Cube Glass Ladies' Night at Hamilton Park racecourse. The event, set for Saturday, 3rd August, is a significant fixture in the Scottish racing calendar, drawing thousands of attendees. Hamilton Park Racecourse, located near Glasgow, Scotland, is a flat racing venue with a racing season extending from May to September. Cube Glass focuses on the design, supply and installation of various products including windows, bi-folding doors, sliding doors, standard doors, curtain walling, balconies, glazed roofs and internal glazed partitions. Additionally, the Ladies' Night at Hamilton Park features the Best Dressed Lady competition, sponsored by Cosmedicare.

January 20th, 2024

Škoda UK teams up with WSL's Chelsea Women


Škoda UK has formed a partnership with Chelsea Women, the most successful team in the FA Women's Super League (WSL). This collaboration marks the first time the two brands have joined forces, aiming to enhance Škoda's engagement with female audiences and promote its award-winning car range. The partnership includes Škoda branding at Chelsea's Stamford Bridge and Kingsmeadow grounds, as well as a series of digital activities featuring exclusive content on Chelsea Women's and Škoda UK's social media channels. Chelsea team players and staff, including those from the Academy, will have access to Škoda's all-electric Enyaq SUV and Coupé models. This is Škoda's inaugural venture into women's football, a sport that has seen significant growth recently, highlighted by the England national team's performance in the 2023 FIFA Women's World Cup final.

January 18th, 2024

RAF signs 6-month sponsorship deal with Cineworld for its 4DX format


The Royal Air Force (RAF) has initiated a six-month exclusive partnership with Cineworld as sole sponsor of its 4DX cinema format. The collaboration, facilitated by Omnigov and Digital Cinema Media (DCM), features the RAF's "Hero 60" recruitment advertisement titled 'The Force Protecting Space'. Currently active and set to continue until June, the ad. aims to showcase diverse career opportunities within the RAF. The 4DX ad. depicts a high-tech control room monitoring space activities and dynamic scenes involving fighter aircraft. It's being shown exclusively at 34 Cineworld locations equipped with the technology. 4DX enhances the cinematic experience by integrating motion seats and environmental effects like water, wind, fog, scent and more, along with surround sound audio. A standard version of the ad is being simultaneously broadcast across DCM's other cinema sites.

January 17th, 2024

BT extends sponsorship of four Welsh professional rugby union teams


BT has announced the continuation of its sponsorship of the four professional rugby union teams in Wales until the end of the 2023-24 season. This extension signifies a decade-long relationship with the teams, including Ospreys, Cardiff Rugby, Scarlets, and Dragons, which started in 2014. The sponsorship has been dedicated to supporting grassroots, youth, and community rugby initiatives. A key aspect has been the continuous visibility of the BT Sport brand, prominently displayed on player kits, at grounds and in various community activities. The 'Mini Judgement Day' rugby festival, sponsored by BT, gathers over 1,000 young rugby players, aged 7 and 8, from community clubs across the regions in a mini 'tag' tournament at Cardiff Arms Park, promoting community engagement and encouraging youth participation in the sport.

January 17th, 2024

NEIDA renews sponsorship of the Young Engineer of the Year competition

car engineer

NEIDA, a precision turned parts company, is renewing its sponsorship of St Joseph's College in Trent Vale, Stoke-on-Trent for the Young Engineer of the Year competition. This competition, organized by KMF Group, a leading UK sheet metal engineering and metal fabrication company, has impacted over 25,000 students and involved more than 60 sponsoring organizations. It has also invested over £1 million to promote STEM education and inspire future scientists and engineers. NEIDA's support will enable students at St Joseph's College to design and construct a Greenpower Electric Car. The students will participate in races, first at Mallory Park in 2024, followed by a race in August 2025 on the streets of Stoke on Trent. This initiative is part of a broader effort to encourage young talent in engineering and technology fields.

January 16th, 2024

UK fashion brand Superdry partners with Formula E team Envision Racing

Formula E

Envision Racing has formed a multi-year partnership with the British fashion brand Superdry, starting from the 10th season of the FIA Formula E World Championship. This collaboration will see Superdry providing the World Champions team with a 10-piece exclusive capsule range of high-performance gear, including Organic Cotton shirts. The initiative emphasises sustainability, focusing on materials that conserve soil and reduce water usage. The team will wear this sustainable kit as they aim to retain their Formula E World Championship title. Additionally, both Envision Racing and Superdry are committed to promoting the Race Against Climate Change™ initiative. This partnership extends beyond apparel, as they plan to launch joint marketing campaigns to inspire sustainable fashion choices among their audience.

January 15th, 2024

Costa Coffee announced as brand-new sponsor of KISS Breakfast with Jordan and Perri


Costa Coffee has become the new sponsor of KISS Breakfast, hosted by Jordan and Perri, running from January 15th to the end of 2024. This sponsorship, involving the entire KISS Network including KISSTORY and KISS Fresh, is a first of its kind for the network. The collaboration starts with a live broadcast from a Costa Coffee store by Jordan and Perri. The partnership aims to integrate Costa Coffee into the daily experience of KISS' predominantly 15-34-year-old audience, labeled 'Gen K'. The plan includes frequent messaging and engaging activities such as national competitions and giveaways. Additionally, Costa Coffee will feature on KISS's social media and at their live events. EssenceMediacom facilitated this partnership as part of Costa Coffee's strategy to promote its breakfast offerings and connect with a younger demographic.

January 13th, 2024

IOC appoints AB InBev as a Worldwide Olympic Partner


The International Olympic Committee (IOC) has declared that AB InBev, the foremost global brewer, has been appointed a Worldwide Olympic Partner (TOP Partner), in an agreement extending to 2028. The deal positions Corona Cero, a non-alcoholic beer, as the worldwide beer sponsor of the Olympic Games. The partnership, say the organisations, underscores the IOC's and AB InBev's dedication to promoting responsible consumption and their shared vision of creating a better world. The collaboration aims to disseminate messages emphasising connection, moderation and celebration to billions of Olympic enthusiasts globally. The next Olympic Games, officially known as the 2024 Summer Olympics or Paris 2024, are scheduled to take place from July 26th to August 11th, 2024.

January 13th, 2024

McLaren Racing reunites with Spanish Beer brand Estrella Garcia 0,0 in new sponsorship deal

motor racing

McLaren Racing has confirmed Estrella Galicia 0,0, a non-alcoholic Spanish beer brand, as its Official Beer Partner for the 2024 Formula 1 season and subsequent years. This partnership marks a reunion, as Estrella Galicia 0,0 previously collaborated with McLaren in 2019, achieving their first F1 podium together at the 2019 Brazilian Grand Prix. The alliance, say the companies, highlights the mutual dedication of both brands to precision and innovation. The agreement includes the Estrella Galicia branding on McLaren's 2024 Formula 1 car, as well as on the team's race suits and the team apparel of drivers Lando Norris and Oscar Piastri.

January 12th, 2024

Microplus signs as title sponsor for UK Athletics Indoor Championships


UK Athletics has confirmed Microplus as the title sponsor for the UK Athletics Indoor Championships scheduled for February 17th-18th, 2024, at the Utilita Arena in Birmingham. Microplus, with over 20 years of experience in high-profile sports events, has been collaborating with UK Athletics since 2022. The company has a history of involvement in various athletic and multisport events globally, including the Commonwealth Games and Universiade Games. Their expertise lies in providing sysyems such as the Central Results System (CRS), Timing and Scoring On Venue Results System (OVR) and Commentator Information System (CIS). In the 2024 UK Athletics Indoor Championships, Microplus will not only offer their services but also act as the title sponsor.

January 11th, 2024

Kia UK continues record-breaking partnership with Surrey CCC


Kia UK Limited has extended its partnership with Surrey County Cricket Club for another five years, until the end of 2029. The extension continues Kia's headline sponsorship of Surrey CCC and the Kia Oval, which began in 2010, marking it as one of the longest brand associations in English sports and the largest partnership in Surrey CCC's 179-year history. Kia's branding will be prominently displayed at the Kia Oval, on both the men's and women's Surrey team shirts and on the club's digital platforms. The partnership includes sponsoring the club's four 150-foot floodlights, with a commitment to replace halogen bulbs with more efficient LED lights, aiming to cut energy usage by about 40% and reduce carbon emissions by approximately 168 tons.

January 11th, 2024

PwC extends Irish Rugby support into nineteenth year


PricewaterhouseCoopers (PwC) and the Irish Rugby Football Union (IRFU) have extended their partnership for an additional four years, lasting until December 2027. The agreement marks the continuation of PwC's role as the Main Sponsor for various Irish rugby youth teams and programmes, including the Ireland Men's and Women's U20s, U19, U18 National programmes, U18 Men's and Women's Interprovincial Championships, as well as the National Talent Squad (NTS). PwC's sponsorship, entering its nineteenth season, is seen as having been pivotal in the development of Irish Rugby's youth programmes, contributing to notable achievements like consecutive U20 Six Nations Grand Slam titles in 2022 and 2023 and a second-place finish in the 2023 World Rugby U20 Championship in Cape Town.

January 11th, 2024

Updated Register of Student Sponsors published on UK government website


The government has updated its Register of Student Sponsors. The document, available on the government's website, lists institutions licensed to sponsor migrant students under the Student and Child Student routes. It includes information about the category of students the listed institutions are licensed to sponsor and their sponsorship rating. The system is primarily managed by the UK Home Office and is designed to ensure that only genuine students with the necessary financial means and intent to study can enter the country. Please note that immigration rules and policies may change over time, so it's essential to check the latest updates on the official UK government website or consult with an immigration expert for the most up-to-date information.

January 10th, 2024

Renamed Rathbones Folio Prize seeks new sponsors


The Rathbones Folio Prize is being renamed as The Writers' Prize. After concluding a seven-year collaboration with Rathbones Investment Management, the prize maintains its funding level at £36,000, via contributions from private individuals, the book industry's businesses and trusts and members of the Folio Academy - but seeks new sponsors. For 2024, the Folio Academy will take on the role of determining shortlists and winners, administered through a partnership with NetGalley. Open to all UK-published 2023 literary works in English, the Prize is the primary initiative of the Literature Prize Foundation (also responsible for the Folio Academy Mentorships that support budding young writers). Notably, the charity is the only international, English-language literary award nominated by an academy of writers.

January 9th, 2024

Royal Caribbean and Eurovision Song Contest agree new parnership


Royal Caribbean International has announced a partnership with the Eurovision Song Contest, becoming an Official Partner for the 2024 and 2025 events. The collaboration aims to enhance brand visibility and promote host cities during these globally renowned music events. The partnership will be initiated during the 68th Eurovision Song Contest in Malmo, Sweden, in May 2024. The contest, which will be broadcast in 37 countries, attracts millions of viewers both on television and online. This event coincides with the launch of Royal Caribbean's European season, featuring six award-winning ships sailing from eight different cities across Europe and visiting various iconic destinations.

January 8th, 2024

Nescafé signs new sponsorship deal with ITV's "Lorraine" morning show

television viewing

Nescafé has initiated a new advertising partnership with ITV's morning show "Lorraine," hosted by Lorraine Kelly. The program, which has a daily viewership of 1.2 million, will feature 80 seconds of Nescafé advertisements in each episode from Monday to Friday. This campaign, starting in early January, will showcase a range of Nescafé products, including Nescafé Original, Nescafé Cappuccino, and Nescafé Dolce Gusto pods. This agreement comes after Nestlé Cereals' five-year sponsorship of the show. "Lorraine" is a morning lifestyle and entertainment program broadcast on ITV1 and ITVX from 9:00 am to 10:00 am.

January 8th, 2024

Workington Comets speedway team gain two-year extension to GT Tyres deal


The Workington speedway team has secured a significant two-year extension of their main team sponsorship with GT Tyres, a local family business with branches in Maryport and Carlisle, currently expanding to the Rosehill Industrial Estate. GT Tyres supported the Comets during their return to the sport last year at Northside. This sponsorship will continue as the team progresses to the Cab Direct Championship in 2024. In the 2023 Championship, nine teams competed, including Edinburgh Monarchs, who faced venue challenges. The Leicester Lions moved to the SGB Premiership, the only change from the previous season. The league's format remained unchanged from 2022, with each team playing 16 fixtures, home and away, against every other team.

January 6th, 2024

Betfred to sponsor inaugural Derby festival until at least 2026


In 2024, Betfred will sponsor the inaugural Betfred Derby Festival, a two-day event at Epsom Downs, enhancing their involvement with the world's most prestigious Flat race. This partnership with The Jockey Club is set to continue at least until 2026. Betfred's agreement includes supporting six races over the festival duration, an increase from their initial three-year deal. Betfred, founded by Fred Done in 1967 with a single betting shop in Salford, UK, has become the UK's largest independent high-street bookmaker with 1,400 shops. Still family-owned with Fred Done as the chairman, Betfred has expanded globally, including online and mobile platforms, operations in South Africa and in ten U.S. states.

January 5th, 2024

Serco supports National Museum of the Royal Navy's STEM programme


Serco, a company experienced in public service delivery, has announced its partnership with the National Museum of the Royal Navy (NMRN) through a co-sponsorship of NMRN's STEM programme. This includes a £10,000 donation, facilitating the museum's engagement with over 25,000 children annually in Science, Technology, Engineering and Maths activities. The NMRN, with over 1.3 million annual visitors, plays a vital role in showcasing the Royal Navy's historical impact on Britain. Serco's relationship with the Royal Navy extends over 25 years, offering engineering and asset management services at various naval bases. These bases include museums like the Fleet Air Arm museum and Portsmouth Historic Dockyard, integral to the NMRN. Serco's sponsorship underlines its ongoing support for the Royal Navy and its dedication to advancing STEM education.

January 4th, 2024

Simba Hybrid in biggest-ever deal to continue sponsorship of C5 programming

watching TV

Sky Media and Paramount UK have confirmed that Simba Hybrid will continue as the official sponsor for Channel 5's drama programming, evening shows and the My5 on-demand platform in 2024. This partnership, marked by a seven-figure deal for one year, is the largest sponsorship in Channel 5's history and follows Simba's successful sponsorship in 2023. It includes various duration idents from Simba, promoting their Hybrid Mattress alongside new and established drama series. Simba's association with Channel 5 began in July 2022, with a doubled investment in 2023. Additionally, Simba expanded its audience by co-sponsoring the ICC Men's Cricket World Cup on Channel 5. The renewal for 2024 may underscore Channel 5's increasing audience share during prime time .

January 3rd, 2024

Cambridge United in new five-year stadium naming rights deal


Cambridge United Football Club has entered into a five-year sponsorship agreement with Cledara, a London-based Software as a Service (SaaS) Subscription Management Platform, for the Abbey Stadium. This partnership, effective until January 2029, will see the stadium renamed as The Cledara Abbey Stadium and is expected to contribute to the venue's upcoming redevelopment phase. Cledara, with additional offices in Barcelona and New York, provides services that help companies manage their SaaS applications efficiently. Their platform focuses on streamlining the control of software subscriptions, tracking usage, and reducing costs associated with managing numerous SaaS applications, such as negotiating user privileges, accessing or cancelling subscriptions, and handling invoices.

December 29th, 2023

Culture committee wants new shirt code for Premier League gambling sponsors


The Culture, Media and Sport Committee has called for stricter gambling advertising regulation than the Government's White Paper suggests, highlighting the inadequacy of removing gambling sponsors from Premier League shirts alone. The report proposes a new code to curb in-stadium adverts and boost safer gambling communications, with a tailored approach for horseracing and greyhound racing. The Committee supports the White Paper's recommendation for financial risk assessments on significant gambling losses, with an emphasis on privacy and minimal intrusion. Furthermore, it backs enhanced online safeguards for young adults, including lower betting limits and risk check thresholds, and recommends a compulsory levy on gambling firms to finance problem gambling research and treatments.

December 27th, 2023

TutorABC partners with British Office Taipei to sponsor Chevening Scholarship Program


TutorABC, an online platform for English and Chinese learning, has partnered with the British Office Taipei to sponsor the Chevening Scholarship Program, aimed at developing Taiwanese global leaders. Funded by the UK Government, the Chevening Scholarship has, since 1983, awarded over 1,500 annual scholarships for master's degrees in the UK to international students. In Taiwan, over 240 scholarships have been granted since 1990, with support from Delta Electronics Foundation and Dr. Winston Wong OBE. TutorABC's CEO, Samuel Yang, and British Office Taipei's John Dennis both emphasised the sponsorship's role in strengthening UK-Taiwan educational and cultural ties. This partnership complements TutorABC's existing collaborations with over 400 universities worldwide, its provision of Barron's exam preparation courses, and comprehensive study abroad services for Taiwanese students.

December 23rd, 2023

Barnsley FC announce Sure4pets partnership

football logo

Barnsley FC, a football club in EFL League One, has entered into a sponsorship partnership with Sure4pets, a company specialising in raw dog food. Sure4pets promotes the Species Appropriate Raw Food (SARF) diet, which aims to enhance food assimilation at a cellular level, thereby reducing inflammation and disease risk in dogs. This diet is also believed to benefit dog owners' health: the partnership includes the Alpha Canine Health (ACH) initiative, focusing on educating owners about SARF diet benefits and canine health. As part of this collaboration, Barnsley FC will host a workshop at their Oakwell ground to educate on natural methods for preventing and treating health conditions in dogs. Further details about the workshop participation will be released later in the year.

December 22nd, 2023

Worcestershire CC seal a raft of sponsorship deals during December

Worcestershire CC

Worcestershire County Cricket Club has secured several sponsorship deals. Langley Compass Group will remain the Main T20 Vitality Blast Shirt Partner until 2024, enhancing their customers' experience with their technology. They've also partnered with Pluxee UK to offer exclusive benefits and cashback to members, reinvesting in grassroots cricket. The club has extended its collaboration with Langley Compass Group and Universal Display, with the latter providing signage solutions for New Road. All of this is seen as underscoring the club's commitment to improving fan experience and bolstering their partnerships.

December 19th, 2023

British Museum's £50m deal with BP sparks fury from campaigners

oil well

BP's £50m sponsorship of the British Museum was announced as a significant contribution to the institution's "masterplan", which will include a new Energy Centre, funded by the government and the redevelopment of around a third of its galleries. The new deal, to cover a ten-year period, sparked outrage from environmental campaigners such as Greenpeace, Culture Unstained and BP or Not BP?, with accusations of "greenwashing" and questions around the compatibility of the institution's phasing out of the use of fossil fuels via its new energy centre with its acceptance of such a large sponsorship deal with a giant energy and oil company. In its masterplan document the Museum insisted, "The BM is committed to pursuing every reasonable means to ensure its financial robustness".

December 17th, 2023

Sky Business donates shirt sponsorship at PDC championship to PubAid


Sky Business has contributed to the PDC World Darts Championship by donating shirt sponsorship for four players to PubAid The gesture highlights Sky Business's support for the hospitality sector, especially pubs, during a crucial business period. The PDC World Darts Championship, starting on December 15th, 2023, at Alexandra Palace, is a major event in the darts world. Fallon Sherrock, notable for her historic wins in the 2019/20 World Championship, is one of the sponsored players. Joining her are Steve Beaton, Ryan Joyce, and Luke Woodhouse, who will each wear shirts featuring the names of the three winners of the 2022 PubAid Community Pub Hero Awards, acknowledging the contributions of individual pubs and publicans, as well as PubAid's role in supporting them.

December 15th, 2023

Bookspace joins Great School Libraries campaign as headline sponsor


BookSpace, the library furniture and design company, have joined Great School Libraries as their headline sponsor. BookSpace aims to ensure that every child has access to a well-resourced school library. According to BookSpace. research has proven that school libraries have a positive impact on pupil attainment, wellbeing and attitudes towards reading. Yet despite this, two thirds of primary schools don't have an allocated library budget - and the number of secondary school libraries seems to be reducing. BookSpace is supporting the Great School Libraries campaign so they can continue their work to improve school library provision and ensure school libraries receive adequate funding, resources and recognition and thus promote and encourage a lifelong love of reading.

December 12th, 2023

Six Nations Rugby and Guinness agree groundbreaking partnership spanning women's and men's championships

rugby game

Six Nations Rugby and Guinness have expanded their partnership, leading to the re-naming of the women's championship as the Guinness Women's Six Nations from 2024. This aligns with their ongoing sponsorship of the Guinness Men's Six Nations. The partnership aims to elevate the global status and appeal of both tournaments. Guinness's involvement with the Women's Six Nations since 2019 reflects their commitment to women's rugby and supports their broader agenda with Diageo to promote diversity and inclusion under the Society 2030: Spirit of Progress initiative. Concurrently, the Guinness Men's Six Nations maintains its reputation as the leading annual international rugby competition, celebrated for its high-quality matches and widespread fan and player anticipation.

December 7th, 2023

Carlsberg and Liverpool FC agree historic 10-year deal


Carlsberg and Liverpool FC have extended their partnership for ten more years, totalling an impressive 42-year collaboration, the longest in Premier League and club history. The association began in 1992 when Carlsberg became a principal partner, featuring prominently on the team's shirt. Over the years, they witnessed historic moments like the 2001 cup treble, the 2005 miracle of Istanbul, a UEFA Super Cup and The Gerrard Final. Carlsberg became the official beer in 2010, and this renewal ensures their partnership continues until at least 2034. Throughout, they've collaborated on campaigns and products celebrating the club's rich history and devoted fanbase.

December 6th, 2023

Unilever kicks off multi-brand partnership with UEFA EURO 2024


UEFA has announced a new partnership with Unilever for UEFA EURO 2024. This marks Unilever's debut as an official sponsor of the tournament. The collaboration will feature Unilever's Nutrition and Personal Care brands during the event. Additionally, Unilever plans to engage with football fans across Europe through retail partnerships, offering ticket giveaways and unique experiences in official fan zones and retail promotions. Prominent Unilever brands such as Hellmann's, Knorr, and Dove Men+Care, among others, will be showcased throughout the tournament and in various sponsorship activities. This partnership represents a significant integration of Unilever's diverse product range with a major international football event.

December 4th, 2023

Gulf x Williams Racing crowned winners of inaugural Brand Partnership of the Year Award

Gulf x Williams Racing

At the 36th Autosport Awards in London, Gulf x Williams Racing received the inaugural Brand Partnership of the Year Award. This award was in recognition of their fan-voted livery competition, allowing supporters worldwide to choose their preferred livery design for Williams Racing's FW45 cars, driven by Alex Albon and Logan Sargeant. The competition, which started in May, involved 180,000 votes over three rounds, with the 'Bolder than Bold' design eventually winning. The criteria for the award focused on creativity, effective brand message communication, and value addition to the motorsport team or series. This partnership was celebrated at the Singapore, Japan and Qatar Grands Prix, highlighting the collaboration between Gulf and Williams Racing.

December 3rd, 2023

Paddy Power pledges £1,000 to Prostate Cancer UK for every 180 at world championship


Paddy Power, the Professional Darts Corporation (PDC), and Prostate Cancer UK have collaborated for THE BIG 180 initiative, coinciding with this year's Paddy Power World Darts Championship at London,s Alexandra Palace from December 15th, 2023 to January 3rd, 2024. Paddy Power will donate £1,000 for every 180 score (the maximum score in darts) achieved during the tournament, aiming to support Prostate Cancer UK's research and assistance for those affected by prostate cancer. In the previous year, players hit 901 scores of 180, suggesting a potential for nearly £1 million in donations. The initiative also focuses on early diagnosis and accurate treatment, alongside a campaign to encourage 180,000 darts fans to use Prostate Cancer UK's 30-second risk checker to assess their prostate cancer risk.

November 30th, 2023

Tesco launches Nature Programme with increased support for water commitment

Tesco Nature Programme

Tesco is intensifying its commitment to addressing water pollution and environmental risks in the food industry by launching the Tesco Nature Programme. This initiative centres on five key areas: protecting nature in sourcing regions, scaling innovations for biodiversity, implementing a nature plan across Tesco's operations, leading research on food system challenges, and fostering cross-sector engagement. While continuing to collaborate with WWF and other retailers, Tesco will support water stewardship efforts in key sourcing areas. It's backing WRAP's Courtauld 2030 Water Roadmap, with a focus on collective action projects to tackle water risk. Tesco is also encouraging suppliers in the River Wye catchment to align with these goals. The Nature Programme also seeks to advance sustainability in supply chains, promoting biodiversity monitoring tech and low-carbon fertilisers. LEAF Marque certification will be expanded to enhance biodiversity in Tesco's produce supply chains.


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