Man City claim victory iagainst Premier League in Arbitral Tribunal ruling over sponsorship

Manchester City Football Club has claimed victory against the Premier League, following publication of the Rule X Arbitral Tribunal Award. The club says it has succeeded with its claim, referencing the following findings, amongst others: the Associated Party Transaction (APT) rules have been found to be unlawful; both the original APT rules and the current, (amended) APT Rules violate UK competition law and violate the requirements of procedural fairness; the Premier League was found to have abused its dominant position. Amongst other rulings, says the club, the Tribunal has determined both that the rules are structurally unfair and that the Premier League was specifically unfair in how it applied those rules to the club - and also that there was an unreasonable delay in the Premier League's fair market value assessment of two of the club's sponsorship transactions, and so the Premier League breached its own rules.

Lenovo becomes Global Partner in extension of sponsorship deal with Formula 1

Formula 1 and Lenovo have announced an extension of their partnership, with Lenovo becoming a Global Partner starting in 2025 under a multi-year agreement. Motorola, a Lenovo subsidiary, will also become F1's Global Smartphone Partner. Lenovo will continue providing advanced technology to support F1's operations both at the track and remotely. The agreement includes Lenovo's title sponsorship of two races per season and increased branding for Lenovo and Motorola at F1 events. Since 2022, Lenovo has supplied High-Performance Computing (HPC) solutions and other hardware to enhance F1's broadcast capabilities. Lenovo hardware - including laptops, workstations, desktop computers and monitors, as well as tablets and Motorola smartphones - provides F1 staff with high-quality equipment to create engaging, customised content. The partnership also supports F1's sustainability efforts, including recycling initiatives to align with its goal of Net Zero by 2030.

August 13th, 2024

PSA signs new multi-year partnership with leading squash court manufacturer ASB

The Professional Squash Association (PSA) has extended its multi-year partnership with ASB, a leading squash court manufacturer, continuing their collaboration as the PSA's Official Court Partner. ASB, known for its over 45 years of expertise in squash court design, has been working with the PSA since 2012 to enhance the presentation of professional squash. Notably, ASB introduced its GlassFloor technology at the CIB Egyptian Open last season, featuring LED-lit court markings and improved sweat absorption, reducing the need for play stoppages for court cleaning. The announcement comes after the first full season following a major investment in the sport by Squash SM&E Holdings - the Sports, Media and Entertainment Group led by businessman Mark Walter - who acquired a stake in Squash Media & Marketing (SMM), a commercial entity created and managed by the PSA, in May 2023.

August 7th, 2024

Allianz signs naming rights deal with RFU for Twickenham

Leading insurer Allianz and the Rugby Football Union (RFU) have announced that Twickenham Stadium will be renamed 'Allianz Stadium' starting in September. Twickenham, an 82,000-seater venue, hosts England international rugby matches, major domestic rugby events, community rugby activities and high-profile concerts. This sponsorship is Allianz's eighth stadium partnership, adding Twickenham to a prestigious list that includes Allianz Arena in Munich and Allianz Parque in São Paulo. Allianz, a long-time supporter of rugby, has been the Official Insurance, Investment, and Asset Management Partner of England Rugby for four years. The partnership will continue to support both the men's and women's national teams. Allianz has been instrumental in promoting women's rugby through its Premiership Women's Rugby title sponsorship and the 'Allianz Inner Warrior' grassroots programme. The company will also introduce the Allianz Future Fund to provide financial assistance to community rugby clubs.

Reg&Co appointed to attract support for children's charity Chance to Shine

Reg&Co, a company with a long standing history working with charities in the sports sector, has announced its appointment to secure new partners and sponsors for children's cricket charity, Chance to Shine, an independent charity that works to inspire young people through cricket in schools and communities across the country, with a focus on impact, social value and ensuring that the sport transcends social barriers. It claims to have reached over 7 million children around the UK since launching in 2005, and recently announced its aim of reaching a million children per year by 2028. Chance to Shine's programmes give children the chance to not only play cricket but grow a love for the sport, learn vital life skills, improve wider wellbeing and fulfil their potential, values, says the organization, which provide the perfect platform for brands to make a real difference and drive social impact.

August 2nd, 2024

Emirates extends global sponsorship agreement with FA for another four seasons

The Football Association has extended its global partnership with Emirates for the FA Cup for an additional four years, maintaining the competition's name as the Emirates FA Cup until 2028. This renewed partnership, starting from the 2024/25 season, reinforces Emirates' commitment to the FA's flagship competition, which began in 2015. The FA Cup involves over 700 clubs and 10,000 players across ten levels of English football, concluding with the Final at Wembley. In the 2023/24 season, the competition garnered over 96 million viewers, with more than eight million watching the Final, broadcast in over 200 countries. The new agreement includes plans to engage fans worldwide, such as an annual Emirates FA Cup Trophy Tour. Previous tours have brought the trophy to various countries, including Ghana, Kenya, Australia, Malaysia, Singapore, South Korea and the United States.

July 29th, 2024

Betway in major move as it becomes Official Betting Partner of Manchester City

Betway has become the Official Global Betting Partner of Manchester City, starting from the 2024/25 season. This partnership adds Manchester City to Betway's extensive sports sponsorship portfolio, which includes teams from the Premier League, La Liga, and the NBA. The collaboration will involve various activations, exclusive content opportunities, and Betway's presence across digital and in-stadia platforms. Additionally, both organisations will provide comprehensive training on betting integrity and responsible gambling to players, coaches, management, and staff, complementing Manchester City's existing support efforts in this area. As part of the club's pre-season tour of the United States, and to mark this significant deal, leading figures from Super Group and Manchester City were on-site to take part in the iconic NYSE bell-ringing ceremony recently.

Tote becomes Official Sponsor of Racing League 2024

Racing League has announced that the Tote will be its Official Sponsor for the 2024 season. The partnership marks a significant milestone for both organisations, as both work towards opening the sport to new audiences, shining a spotlight on the racing world and all of the equine and human talent within it. Racing League 2024 will feature six consecutive Thursday evening meetings across popular UK racecourses: Yarmouth, Wolverhampton, Chepstow, Windsor, Newcastle and Southwell. The competition will involve seven teams vying for the championship across 42 races, with total prize money exceeding £2 million. The Tote is offering guaranteed £50,000 Placepots at every Racing League meeting. Racing League boasts tremendous support from owners, trainers and jockeys, with a record number of stables registered for the 2024 competition.

July 25th, 2024

Garmin lands official weather sponsorship of Cowes Week

Cowes Week Ltd has announce that Garmin, a leading global provider of smartwatches and GPS-enabled devices across diverse markets, has joined the event as its Official Weather Sponsor. Garmin will be supporting the event's official meteorology service throughout the regatta and helping to provide competitors and visitors with regular updates on the current and expected conditions on the water. More detailed information will also be supplied in real time to the race management teams and course setters, helping them to plan the best possible racing for the conditions in different parts of the Solent. Summary and detailed forecasts, together with live wind data, will be available through the official Cowes Week App and on the official website. Cowes Week is the largest sailing regatta of its kind in the world.

July 23rd, 2024

Stadium sponsors STōK® Cold Brew unveil Wrexham-branded bottles, pre- US trip

STōK® Cold Brew Coffee, a leader in multi-serve Ready to Drink Coffee, is celebrating its continued sponsorship of Wrexham AFC by unveiling limited-edition Wrexham AFC-branded bottles of STōK® Cold Brew, just in time for the club's visit to the US and Canada for six pre-season matches. A brand known for making bold moves with its unapologetic support for Wrexham AFC, the product's co-branded packaging was unveiled at a recent LA kick-off party for the Wrex Coast Tour. The limited-edition bottles can be found on shelves in the US now across the two most popular STōK® flavors: Unsweet and Not Too Sweet. The only people more passionate than STōK® Cold Brew fans are football fans, says the company, who are giving cold brew and Wrexham AFC-obsessed fans in the U.S. a chance to win several over-the-top prizes.

Loganair signs as official airline partner for 2025 Island Games

Orkney is set to host the 20th International Island Games, welcoming over 2,000 competitors and officials. Loganair, the UK's largest regional airline, has been named the official airline partner of the Games. As part of its sponsorship, Loganair will provide complimentary travel for key officials. The Games, marking their 40th year, will occur from July 12 to 18, 2025. Athletes from 24 island groups will compete in 12 sports, including archery, athletics, badminton, cycling, football, golf, gymnastics, lawn bowls, sailing, squash, swimming, and triathlon. Participants are expected to land in the UK from across the globe, and Loganair has a wide range of options to facilitate onward connections to Orkney. The airline offers seven direct routes to Kirkwall Airport, including from Edinburgh, Glasgow, Aberdeen, Dundee, Inverness, Sumburgh, and London Heathrow.

Sweden

Betsson signs as new main partner of BNP Paribas Nordic Open

Betsson has become the new main partner of the largest tennis tournament in the Nordic region, which will take place berween October 12th and 20th at the Royal Tennis Hall in Stockholm. Betsson thus strengthens its commitment and scope in sports sponsorship. In tennis, Betsson has previously had former world star Jonas Björkman as an ambassador and also sponsored ATP tournaments in South America. The BNP Paribas Nordic Open is owned and organised by the sports associations Salk, Stockholm Tennis Association, and KLTK. This year's competition will be broadcast on SVT and is the fifty-fifth since its inception in 1969. As part of the sponsorship, Betsson will be visible during the matches, organise activities on site and of course offer odds on all matches..

June 25th, 2024

Liverpool FC and Japan Airlines announce major worldwide sponsorship agreement

Liverpool Football Club (Liverpool FC) and Japan Airlines (JAL) have announced a global, multi-year partnership, with JAL becoming official airline partner for Liverpool's men's and women's teams. The partnership combines the rich heritage and passionate fanbase of Liverpool FC with the prestigious branding of Japan's leading airline, reflecting the global aspirations of both entities. The collaboration aims to enhance the companies' global presence by leveraging their strengths and working together on various initiatives. A key focus will be community initiatives, with JAL working with the LFC Foundation to support projects worldwide. The first major initiative will be a youth football clinic in Philadelphia, timed to coincide with Liverpool FC's international pre-season match in July. Liverpool FC and Japan Airlines say their aim is to empower communities and create inspiring moments, marking the beginning of a journey towards mutual growth and global impact.

June 24th, 2024

Ulster Rugby Schools sign renewed sponsorship deal with Danske Bank

Danske Bank has announced the renewal of its Ulster Rugby Schools' sponsorship for another three years, reaffirming its stated commitment to helping young people thrive through sport. The new sponsorship deal will see the bank continue its partnership and investment in the Boys Schools' Cup, Girls Schools' Cup, High Schools' Cup, Medallion Shield and U16 Cup, alongside other competitions. The Danske Bank Schools' Cup is the world's second oldest rugby competition, after the Hospitals Cup, having been competed for every year since 1876. It is run by Ulster Rugby, and has been sponsored by Danske Bank since 2005. As well as the flagship Schools' Cup competitions, Danske Bank's support will also include continued sponsorship of the Schools' Subsidiary Shield, Bowl, Trophy, Medallion Plate, Medallion Bowl, Medallion Trophy - along with the 2nd XV Cup and 3rd XV Cup, and their respective subsidiary competitions.

Global announced as the official audio partner of Team GB at Paris Olympics

Global, the media and entertainment group, has been confirmed as official audio partner of Team GB for Paris 2024. Team GB House, traditionally a base for athletes, their families and Team GB guests during the Olympics, will be open to the general public for the first time. In collaboration with NatWest, Team GB's official banking partner, Heart, Capital and Classic FM will broadcast from Team GB House from July 26th to August 11th, covering the duration of the Games. Additionally, Global Original podcasts such as "The Sports Agents" with Gabby Logan and Mark Chapman, will release exclusive episodes from this location. In the build-up, NatWest and Global will work with Team GB to provide motivational team talks. Listeners can also win opportunities to experience Team GB House and the Olympic Games in Paris alongside Olympic legends.

June 21st, 2024

Dafabet agrees multi-year deal with Worcestershire County Cricket Club

Worcestershire County Cricket Club has signed a multi-year partnership with Dafabet, a major online betting platform. The deal extends Dafabet's sports sponsorship efforts, which include associations with English Premier League and Scottish Premiership clubs and elite cricket teams. As part of Worcestershire's digital expansion, Dafabet will become the headline sponsor of the club's live streaming service, which boasts nearly 14 million views globally over the past two years. In 2020, Dafabet sponsored Durham and Sussex county cricket teams and has also partnered numerous athletes and commentators, including Alan Shearer, snooker player Jimmy White and footballer Steve McManaman. In addition, Dafabet has also sponsored numerous British football teams and supported a number of snooker tournaments. In 2015, Dafabet became the lead sponsor of eSports team Fnatic.

June 13th, 2024

Lavazza signed as the official coffee partner of Belgravia's A Summer of Sport

Lavazza has been named the official coffee partner for Belgravia's A Summer of Sport. The event, taking place in Eccleston Yards from July to September, will offer live screenings of major sporting events for Londoners. Organised by Grosvenor, an international organisation whose activities span urban property, food and agtech, rural estate management and support for philanthropic initiative, the schedule includes the Wimbledon Tennis Championships (1st-14th July), the Tour De France (16th-17th July), England vs West Indies Test Match Cricket (18th-22nd July), the 2024 Olympic Games (26th July-11th August), England vs Sri Lanka Test Match Cricket (21st-25th August) and the 2024 Paralympic Games (28th August-8th September). Lavazza will run a coffee activation at Eccleston Yards throughout the event. The deal was brokered by Reg&Co.

Five-year extension agreed in partnership between AXA and Liverpool FC

AXA and Liverpool FC have agreed a five-year extension to their partnership, which has grown since the insurer became Official Insurance Partner in 2018. AXA has featured on all Liverpool FC training kits since 2019 when it became the club's Official Training Kit Partner. In 2020, AXA expanded its partnership to include the naming rights of a new state-of-the-art training facility - the AXA Training Centre - in Kirkby. The renewed agreement sees AXA expand its original training kit relationship to one focused more holistically on training. AXA and LFC further strengthened their partnership when the club welcomed Melwood back to the LFC family as the new home to LFC Women. The return to this location opens a new chapter for the women's team and girls' academy, enabling them to continue to compete at the highest level.

April 13th, 2024

Isle of Man TT Races signs tech-powered utilities provider PE as sponsor

The Isle of Man TT Races has signed a sponsorship agreement with tech-powered utilities provider PE, which is now the Official Utility and EV Energy Partner for the event. This partnership includes PE's becoming title sponsor for the Superstock TT Race 2, scheduled for June 7th. The collaboration aims to enhance the sustainability of the TT Races by conducting a comprehensive carbon footprint assessment. This evaluation will consider the emissions from various sources such as visitor travel from the UK and Ireland, local accommodations and transport and the racing activities themselves. Additionally, PE's sponsorship extends to significant promotional benefits, encompassing trackside branding and integration into the event's broadcast and digital platforms. This includes exclusive access to live and on-demand race coverage through the TT+ Live Pass, which has significantly changed fans' experience of the races since its launch in 2022.

April 11th, 2024

Investec supports rugby-themed educational charity School Of Hard Knocks, in three-year partnership

Investec, a leading financial services group and title sponsor of the Investec Champions Cup, has initiated a three-year partnership with School of Hard Knocks (SOHK), a charity focused on social inclusion through sport. This collaboration aims to offer underprivileged individuals, particularly children, opportunities for personal development and mentorship. Investec will contribute by providing career insights, development days and strategic business mentorship to assist in the charity's growth and expansion efforts. SOHK currently engages over 1,400 pupils across 30 schools throughout England, Scotland, and Wales. Their programs blend rugby training with specialised mentoring and group sessions addressing various topics, including emotional control, resilience and future planning, emphasising rugby's potential to facilitate positive social change. This announcement follows the successful Investec School of Hard Knocks Girls rugby tournament at Eton Manor RFC, showcasing over 100 girls demonstrating rugby's core values.

LTA signs deal with BRITA aimed at elimination of single-use plastic water bottles

The Lawn Tennis Association (LTA) has appointed BRITA as its official water partner, notable for BRITA becoming the first non-single-use water brand to sponsor British tennis. This collaboration focuses primarily on eliminating use of single-use plastic water bottles at LTA's major tennis events. BRITA will supply water through its dispensers and refillable bottles to players, officials and spectators at ATP and WTA events in Nottingham, Birmingham, Eastbourne and The Queen's Club in London, with refill stations placed courtside, in player lounges and in public access areas. The partnership aims to prevent the use of approximately 100,000 single-use bottles at this year's tournaments. Competitors will receive BRITA reusable bottles, which they can refill in player lounges or at courtside dispensers. Event attendees are encouraged to bring their own reusable bottles or purchase a BRITA filter bottle at a reduced price on-site.

April 8th, 2024

BAT in multi-year extension of partnership with McLaren Racing

McLaren Racing has today announced a multi-year partnership extension with British American Tobacco (BAT), who continue as Official Principal Partner of the McLaren Formula 1 Team from this season. BAT is a leading multi-national consumer goods business and has partnered with the McLaren F1 Team since 2019. McLaren and BAT's brand Vuse last week launched the latest edition of the 'Driven by Change' campaign, featuring a design by local artist MILTZ on the MCL38 cars in Suzuka. The campaign celebrates emerging creatives through the global motorsport platform, providing opportunities to showcase their innovative artwork to the world. BAT's brands will continue to be represented on McLaren's F1 race cars from the current season, and as part of the extension, will also see branding feature on NEOM McLaren Formula E Team race cars for the remainder of the season.

April 7th, 2024

PSA extends sponsorship deal with leading squash court company ASB

The Professional Squash Association (PSA) has extended its relationship with ASB, a leading squash court manufacturer, through a new multi-year agreement, continuing ASB's role as the PSA's Official Court Partner. With over 45 years of innovation in squash court design, ASB has significantly contributed to the evolution of professional squash in collaboration with the PSA, since 2012. Their partnership has been marked by the introduction of several pioneering initiatives aimed at enhancing the sport's presentation. Notably, ASB's latest innovation, the ASB GlassFloor technology, was showcased at the previous season's CIB Egyptian Open. This technology features LED lighting for court markings and a surface that absorbs sweat more effectively, leading to fewer interruptions for court cleaning and a smoother flow of play.

Aquatics GB signs Speedo as sponsors of high-profile GB Swimming Championships

Aquatics GB have confirmed an agreement with Speedo that has seen them become event name partners for the current Speedo Aquatics GB Swimming Championships and the upcoming Speedo Aquatics GB Diving Championships. Hundreds of swimmers are ready to dive into action at the London Aquatics Centre, with six action-packed days of competition underway at the inaugural Speedo Aquatics GB Swimming Championships, which are serving as the key selection meet for GB Olympic and Paralympic teams heading to Paris in the summer. With live broadcast coverage across both BBC Sport and Channel 4, and the stands nearly sold out across every single session, this event title agreement between Aquatics GB and Speedo is seen as taking the week's unique sporting spectacle to another level, as it will when GB divers look to make their mark later in the year.

March 28th, 2024

World Snooker Tour chalks up Laithwaites as new wine partner

The World Snooker Tour (WST) has announced Laithwaites Wine as its new wine partner. This partnership aims to bring new experiences to the sport's fans through various engagements. Laithwaites will interact with fans during significant events such as the Johnstone's Paint Tour Championship in Manchester and the Cazoo World Championship in Sheffield. They will also offer exclusive experiences, discounts, and prizes through digital channels. Additionally, Laithwaites will sponsor the WST's official podcast, Snooker Club, which is presented by Stephen Hendry and Mark Watson and features special guests in each episode. The podcast achieved notable success by entering the top 20 of the Apple Sports Podcast rankings shortly after its launch this season. World Snooker Limited is the commercial entity responsible for the commercial exploitation and promotion of professional snooker events as well as being the custodian of the sport's commercial rights.

March 25th, 2024

Tennent's Lager and Scottish Rugby extend long-standing partnership

Tennent's Lager and Scottish Rugby have announced the extension of their partnership until 2028, continuing a collaboration that began 12 years ago. This long-standing relationship has seen significant growth, with Tennent's becoming the official beer, lager and cider partner in 2018, fostering investment across all levels of the sport. Marking a notable advancement in their alliance, the renewed agreement will for the first time support the Men's and Women's national teams on an equal basis. The deal ensures Tennent's will enhance match-day experiences at Scottish Gas Murrayfield through the Tennent's Up & Under Bar and the "Best Seat in the House" competition, which offers pitch-side seats for all international games. Additionally, Tennent's will maintain its pourage rights for lager, cider, craft beer and non-alcoholic beverages at Scottish Gas Murrayfield, Hive Stadium and Scotstoun.

Smith+Nephew sew up deal with leading martial arts brand UFC

Smith+Nephew, a leading global medical technology company headquartered in London, has announced a significant partnership with UFC, the premier mixed martial arts organisation and a major global sports brand. As its Preferred Sports Medicine Technology Partner, Smith+Nephew aims to leverage UFC's extensive global reach to promote the advanced technologies it offers for the repair, regeneration and recovery of sports medicine injuries. This multi-year agreement will see Smith+Nephew showcasing its expertise in sports medicine solutions, which include state-of-the-art technologies, instruments and implants for minimally invasive surgeries. These surgeries are designed for the repair of soft tissue injuries and treatment of degenerative conditions affecting the shoulder, knee, hip and small joints. Additionally, UFC and Smith+Nephew will collaborate on creating original content, to be disseminated across UFC's widely followed digital and social media channels, reaching an audience of over 259 million users worldwide.

March 24th, 2024

Aston Villa seals record front-of-shirt sponsorship deal with Bettano

According to the Telegraph, Aston Villa has sealed a new front-of-shirt sponsorship agreement with Betano, an online sports betting operator based in Athens. This deal replaces the club's previous sponsorship with BK8, an online sportsbook and casino, which was initiated in June 2023 and intended to last until the end of the 2025/26 season. The Betano agreement, reportedly valued at £20 million per season, marks a significant increase over the club's prior arrangement with BK8, making it Aston Villa's largest front-of-shirt sponsorship to date. The partnership will span two years, ending before the Premier League's ban on front-of-shirt gambling sponsors takes effect after the 2025/26 season. Betano's sponsorship strategy includes high-profile partnerships, including Euro 2024, the 2022 FIFA World Cup and the Romanian Football Federation, as well as a sponsorship deal with FC Porto.

March 23rd, 2024

Sprague Gibbons to be headline sponsors of 2024's Break the Cycle charity event

Full-service creative agency Sprague Gibbons, in partnership with Alder King Property Consultants, will be headline sponsors for this year's Break the Cycle charity cycling event. Now in its 14th year, the event aims to gather significant funds for three foundations: Bristol Bears Community Foundation, Bristol City Robins Foundation and Bristol Sport Foundation. Sprague Gibbons has supported Break the Cycle since its beginnings in 2010, a testament to the firm's long-standing commitment, highlighted by the active involvement of their Managing Director, Peter Gibbons, who co-founded and continues to participate in the event. Scheduled for June 30th, the event will offer participants a choice of three routes - Gold (100 miles), Silver (66 miles) and Bronze (42 miles) - catering to various skill levels. Cyclists will start at Ashton Gate and explore the Mendips, following a route designed by three-time Olympic cyclist, Oli Beckingsale.

Man Utd sign multi-year strategic sponsorship deal with Malaysia Airlines

In a significant move to enhance its global reach, Malaysia Airlines has signed a strategic, multi-year partnership with Manchester United football club as its Official Commercial Airline. Through this partnership, Malaysia Airlines is poised to extend its Malaysian hospitality to Manchester United's vast community of fans and followers worldwide by leveraging co-branded marketing initiatives to boost brand recognition to a diverse global audience, while, it says, delivering quality service and immersive experiences associated with both brands. The partnership was announced at a major industry trade fair in Kuala Lumpur. At the same event the airline also announced the launch of flights to three new destinations. In its 146-year heritage, Man Utd has won 67 major trophies, enabling it to boast a position as the world's leading sports brand and a global community of 1.1 billion fans and followers.

March 21st, 2024

Health and life insurer Vitality renews and broadens partnership with the ECB

The England and Wales Cricket Board (ECB) and Vitality have renewed and broadened their partnership for an additional three years, enhancing Vitality's involvement in cricket across England and Wales. Vitality, a leading health and life insurer, will maintain its role as the title partner for Men's and Women's International T20s, the T20 Blast, and recreational T20 cricket. Furthermore, the company will continue as the Official Wellness Partner of The Hundred and Test cricket, featuring its branding on the back of all players' shirts and training wear for The Hundred. Notably, the expanded agreement includes Vitality's new title sponsorship of the Vitality County Championship starting in 2024. This extended partnership underscores Vitality's commitment to promoting health and active lifestyles through cricket, aiming to encourage wider participation in the sport among both men and women.

March 17th, 2024

Hearts signs record kit deal with Stellar Omada

Heart of Midlothian FC has announced a significant partnership with Stellar Omada, an Edinburgh-based technology solutions company, as its principal front of shirt sponsor for the next three seasons, starting from 2024/25. This collaboration marks the largest commercial kit deal in Hearts' history. Stellar Omada, known for its expertise in banking and financial services and recognised as Scotland's fastest-growing digital transformation and IT services company, will feature its branding on the home, away, and third jerseys of both the men's and women's teams. The partnership between Hearts and Stellar Omada began in 2021 with the sponsorship of the Heart of Midlothian Innovation Centre, evolving to include the front of shirt sponsorship for the 22/23 away kit, and extending into the current season with the company's branding on the club's pink away kit.

FISTF Subbuteo World Cup Final 2024 to be sponsored by Eland Cables

Eland Cables, a leading electrical cable supplier for critical infrastructure in Europe, has been announced as the sponsor for the 2024 FISTF Subbuteo World Cup, taking place from September 20th to 22nd in Royal Tunbridge Wells. This marks a significant return for the event to the UK, the first since 2012 when it was held in Manchester, and a homecoming to the global sport's origin place. The Federation of International Sports Table Football's Subbuteo World Cup competition will feature players from 32 countries across youth and senior categories, spanning both Individual and Team events. Notably, Eland Cables is not only the title sponsor but also anticipates having player representation, highlighting Darren Clark, their UK & Ireland Sales Director, who is among England's most distinguished players.

March 14th, 2024

Emirates confirmed as Official Airline Partner of The Championships, Wimbledon

Emirates has expanded its prestigious sports partnerships by becoming the Official Airline Partner of The Championships, Wimbledon, marking its fourth "Grand Slam" in terms of tennis event sponsorships. This multi-year agreement places Emirates alongside the elite of tennis, with the event scheduled from 1st to 14th July, 2024 at The All England Lawn Tennis Club. This partnership enables Emirates to boast associations with all four Grand Slam tournaments. Benefits of this partnership extend to on-court branding, fan engagement activities on-site, comprehensive marketing rights, hospitality privileges and a distinctive presence in 'Wimbleworld' within the Roblox metaverse, featuring Emirates-branded tennis courts and obstacle courses. Additionally, Emirates and Wimbledon will collaborate on social impact initiatives throughout the UK, establishing a multi-million-pound "Force for Good" fund aimed at benefiting society and supporting local communities.

March 13th, 2024

FT and Nikkei Inc. to sponsor first ekiden running relay in the UK

The UK is set to host its first-ever "ekiden" running relay on June 24th, sponsored by the Financial Times and Nikkei Inc. The event will feature a scenic route from Oxford to Windsor, tracing the Thames Path. This significant addition to the UK's running calendar coincides with the year the Hakone Ekiden, Japan's most prestigious ekiden event, marks its centenary. Ekiden, a relay race with deep historical roots in Japan, traditionally involved runners conveying messages and goods across stations along specific routes. The term "ekiden" derives from Japanese words for "station" and "convey or to tell." Today, it is celebrated as a popular sport that highlights teamwork, endurance and camaraderie. The announcement was made during the Japan Society annual lecture at Nomura International on March 11th, indicating a cultural bridge between the UK and Japan through the shared love of running.

Doubling of corporate sponsors and partners gives boost to Worcestershire CCC

As the 2024 cricket season approaches, Worcestershire County Cricket Club has achieved a significant milestone by doubling its number of corporate sponsors and partners. This accomplishment is attributed to the relentless dedication of the team, both on and off the field, and unwavering support from its supporters. The club emphasises that this achievement is not just a step forward in its growth, but also showcases the strength and unity within its community. It serves as evidence of the hard work behind the scenes and the trust that sponsors and partners have in the club. Worcestershire is committed to offering a broad range of sponsorship and partnership opportunities through both traditional and digital channels. The aim is to build meaningful relationships with partners, enhancing not only the club's prospects but also supporting the goals and visions of its partners.

March 9th, 2024

Boodles extends partnership with The Jockey Club and adds Gold Cup sponsorship

Boodles, a leading British fine jeweller since 1798, has expanded its involvement in horse racing by becoming an Official Partner of The Jockey Club. In addition, Boodles has extended its sponsorship of the prestigious Cheltenham Gold Cup for an additional three years, ensuring its support up to and including the 2027 renewal. This partnership is seen as underlining Boodles' decade-long association with the Cheltenham Festival, which saw a significant milestone in 2022 when Rachael Blackmore, riding A Plus Tard, became the first female jockey to win the race. The expanded partnership also includes the addition of sponsorship for two more races: The Boodles Anniversary 4-Y-O Juvenile Hurdle (Grade 1) at Aintree and The Boodles Rising Stars Novices' Chase (Grade 2) at Wincanton, alongside the continued sponsorship of the Boodles Cheltenham Gold Cup (Grade 1) at Cheltenham.

March 8th, 2024

Talbots Law renews Warwickshire CCC sponsorship

Talbots Law, a Midlands-based law firm with 11 offices, has renewed its commercial partnership with Warwickshire County Cricket Club by signing a new deal to continue as the front-of-shirt sponsor for the Bears. This agreement extends Talbots Law's role as the Official Legal Partner and Lead Partner of the club, a relationship that has been in place for the last two years. The renewed contract covers the 2024 and 2025 seasons of the Vitality Blast campaign. The partnership will be highlighted by the introduction of a new-look Bears T20 shirt, featuring Talbots Law's name prominently. This redesigned shirt is scheduled to go on sale at the end of the month. Warwickshire will debut the shirt at Edgbaston on June 1st, during the Blast Off curtain raiser against Notts Outlaws.

Aldi extends sponsorship of Team GB to 17 years

Aldi and Team GB have prolonged their partnership until 2032, continuing a collaboration that began in 2015. As Official Supermarket of Team GB, Aldi supports athletes preparing for upcoming Olympic Games, including Paris 2024, Milan-Cortina 2026, Los Angeles 2028, the 2030 Winter Games and Brisbane 2032. One of Team GB's longest-standing partnerships, this deal will stretch the relationship to 17 years. A key achievement is the 'Get Set to Eat Fresh' initiative, a free, school-based programme, endorsed by the athletes, focusing on teaching children aged 5-14 about healthy, affordable eating and cooking. The goal is to extend its impact to three million young people by end-2024. Additionally, the partnership includes providing monthly food shop vouchers to the athletes, benefiting over 1,000 individuals in the last four years, as part of Aldi's commitment to supporting Team GB athletes' nutritional needs.

March 1st, 2024

ATP and Saudi Arabia's PIF unveil new multi-year strategic partnership

The ATP (Association of Tennis Professionals) and Saudi Arabia's Public Investment Fund (PIF) have announced a substantial multi-year strategic partnership aimed at advancing global tennis. It involves PIF's becoming official naming partner of the ATP Rankings and sponsoring ATP Tour events in key locations, including Indian Wells, Miami, Madrid, Beijing, the Nitto ATP Finals and the Next Gen ATP Finals in Jeddah until 2027, culminating in the crowning of the year-end ATP World No. 1. PIF's involvement extends beyond event sponsorship, via a pledge to support ATP's Baseline program fostering young talent and enhance player development pathways. The initiative aligns with PIF's broader sponsorship strategy, focusing on inclusivity, sustainability, youth and technology, aiming to invest in impactful projects and partnerships. It also forms part of ATP's OneVision Strategic Plan around unity, improving fan experiences and identifying scalable growth opportunities in tennis.

February 27th, 2024

DHL extends its long-running partnership with Formula 1®

DHL and Formula 1® have announced a multi-year extension of their partnership, continuing the delivery of the FIA Formula One World Championship™ events worldwide. With more than 40 years of expertise in motorsports logistics, DHL celebrates its 20th anniversary as Formula 1's Official Logistics Partner, making it the sport's longest standing Global Partner. The partnership has seen a transition into a more sustainable era of transport and logistics, as Formula 1 looks to reach its Net Zero goal by 2030. Spanning 21 countries and five continents, this season includes three triple-headers and five double-headers - with Formula 1 returning to China for the first time since the coronavirus pandemic. DHL powers the enormous logistical effort of transporting up to 1,400 tons of high-value freight to each race. This includes race cars, tires, spare parts, fuel, broadcast equipment and marketing and hospitality equipment.

Online banking company Swissquote extends UEFA sponsorship into third season

Swissquote, the leading Swiss online banking company, has extended its collaboration with the UEFA Europa League and UEFA Europa Conference League for a further three seasons. The company's headquarters is in Switzerland but it has offices in London and eight other locations. The sponsorship agreement spans perimeter advertising and hospitality at all 342 games per season, along with close collaboration in social media and online marketing. Swissquote, its core competencies including global stock market trading, trading and custody of crypto assets, Forex and savings and investment, was the first online bank to enter an exclusive partnership with UEFA, in 2021, initially for three years. The massive media coverage of the two leagues supported Swissquote's international expansion, seeing growth both in Switzerland and across Europe.

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 21st, 2024

Leeds Rhinos partner with Nuffield Health for wellbeing drive

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.

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 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 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.

Lexus partners with new Sky Sports Tennis channel in extensive deal

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 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.

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

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.

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 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

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.

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

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

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.

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 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.

UK fashion brand Superdry partners with Formula E team Envision Racing

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 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

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.

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.

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 3rd, 2024

Cambridge United in new five-year stadium naming rights deal

, 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.

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 23rd, 2023

Barnsley FC announce Sure4pets partnership

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 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.

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 12th, 2023

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

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.

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

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.

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