News

Manchester City has today announced an extension of its long-term global partnership with Unilever brand, Rexona. The extension will see Rexona, also known as Sure, Degree, Shield and Rexena across the world, continue as a partner of both the men’s and women’s teams, and will mark almost a decade of partnership. Since joining as a partner of the men’s team in 2018 and renewing in 2020 to include the women’s team, the latest agreement signifies the ongoing commitment of Rexona as a global ... read more

Current CLO Mike Pickles will assist with transition of duties through end of year Global sports, music and entertainment company Wasserman has appointed Christa D’Alimonte as Chief Legal Officer. Mike Pickles, Wasserman’s current Chief Legal Officer will be retiring from the company and will assist with D’Alimonte’s transition into the role through the end of the year.  Based in Wasserman’s New York office, D’Alimonte’s first day at the company will be October 14. In ... read more

Škoda UK’s latest campaign, “Complete the Streets”, is a new initiative designed to help reconnect women with the joy of cycling. Their research found that 8 million women in the UK own bikes but only 4 million are using them. In partnership with Strava, “Complete the Streets” invited female cyclists, both seasoned and new, to join a nationwide cycle challenge, by going on a ride and contributing to a collective map of the UK, reclaiming the roads by putting their name on every street in the ... read more

Algorithms now shape the way we live, influencing what we watch, buy and support. Sport and entertainment sit at the centre of this shift, as AI fuels meme culture, synthetic influencers, and personalised fan experiences. Yet audiences also seek balance, craving authentic, human-centred moments that technology can’t replicate. MKTG's AI Trends Report, based on dentsu Sports Analytics research, explores four areas of AI-driven change: content, influencers, fan engagement and analogue ... read more

The Olympic Federation of Ireland (OFI) has today announced the extension of its partnership with McKeever Sports (McKVR), which will see the Northern Irish brand continue to dress Team Ireland across youth and senior Olympic events until the Brisbane 2032 Olympic Games. The partnership, first established in 2019, has been defined by an athlete-centred approach, with Irish athletes actively involved at every stage of the design process. McKVR’s Craigavon-based factory provides bespoke ... read more

Jolie Sharpe has signed with CAA Sports for representation in all areas. -ENDS- ... read more

RTÉ's Build Your Own Home is back for a second series and will be proudly sponsored by Bord Gáis Energy.  The brand-new six-part series follows the trials and tribulations of homeowners from across Ireland and continues on RTÉ One and RTÉ Player at 9:35 pm on Wednesday 8th October. The new series charts the mammoth challenges faced by the participants as they set out to build and renovate their own dilapidated homes under the watchful eye of master builder and building teacher, Harrison ... read more

As Official Health and Fitness Wearable of the Ryder Cup, WHOOP delivered real-time insights into the physical and mental demands of golf’s greatest stage WHOOP, the human performance company, redefined how fans experienced one of the most celebrated events in sports when the 2025 Ryder Cup took place at the iconic Bethpage Black in Farmingdale, New York, from September 26–28. As the Official Health and Fitness Wearable of the Ryder Cup, WHOOP brought the science of elite ... read more

New report from AEG unveils the unparalleled power of live music and events in the UK According to The Live Effect – a new report from AEG Global Partnerships, the sponsorship arm of the world leader in live sport and entertainment, which investigates the power of live music for consumers and brands in the UK – only one in five (22%) would cut live entertainment if they needed to reduce their spending due to financial pressures. Consumers are more likely to cut spending on ... read more

Music stars Aitch and Gunna named captains, leading NFL legends, global artists and top YouTube creators in first UK creator flag football game Fans can tune in on October 11 on the NFL’s YouTube Channel and buy tickets on Ticketmaster UK The NFL and YouTube announced a star-studded roster for “NFL’s Flag Football Game on YouTube: London Edition,” marking the debut of the Creator Flag Football series in the UK as part of the NFL International Games. Building on the success of the ... read more

New Study Reveals How Women Fans Are Shaping Sports Fandom Women are driving the global economy and are massive sports fans, yet feel unseen by teams, leagues and sponsors. The Collective® Economy Part II uncovers how sports organisations can work together to better serve her The Collective®, Wasserman’s global advocacy and advisory business dedicated to driving investment in women across sports, music, and entertainment, today released The Collective Economy Part II: Her Fandom, Her ... read more

Bates to lead Sid Lee Sport’s hospitality, ticketing, and events operation for blue-chip clients at the biggest events in sport. Sid Lee Sport has named Matthew Bates as the company’s new Operations Director.  Bates will lead Sid Lee Sport’s specialist hospitality and events division that has been delivering seamless ticketing and world-class hospitality experiences for sponsors at the biggest events in sport for over 30 years. From building bespoke guest management platforms to ... read more

Manchester City has today announced an official local partnership with leading sports travel specialists, Destination Sport Group. For a number of years, Destination Sport Group has provided the Club with expert team travel support, youth development tours, fan travel packages and curated travel experiences through its subsidiary brands – Destination Sport Travel, Inspiresport, SportsBreaks and Sportsworld. The new local partnership agreement will see Destination Sport Group continue ... read more

Global creative agency Ear to the Ground (ETTG) has today published the 6th edition of its Fan Intelligence® Index, the definitive annual ranking of 100 of the world’s most influential brands through the eyes of fans. At the heart of the 2025/26 report is the rise of the Third Space, the fan-led environments outside traditional media and sponsorships where culture now happens. From TikTok edits and Discord servers to watch parties and podcasts, these are the messy, vibrant spaces where fans ... read more

Following a great year of partnerships with HelloFresh UK, Reg&Partners are expanding their relationship across two new territories! They will be sourcing sampling partnerships and recipe integration for HelloFresh Australia and New Zealand. This is a really exciting time for the team as they expand their communications overseas, and they look forward to developing new connections with some fantastic brands for HelloFresh in these countries as well as in the UK. Get in ... read more

As part of their ongoing work for their client Samsung Domestic Appliances, Reg&Partners are excited to announce that they have secured a 3-tiered partnership deal with Trip.com! Trip.com are one of the world's leading online travel agencies, whose mobile app or website can be used to book flights, hotels, rental cars, attractions and more. With over 400,000,000 global users, Reg&Partners are confident that the Trip.com platform will help elevate Samsung's reach to consumers across ... read more

Manchester City and global home appliances brand Midea have today announced the launch of five new community football projects across Africa. Building on a shared commitment to community development and youth empowerment, the new projects in Nigeria, Angola, South Africa, Kenya, and Morocco aim to foster healthier, happier, and more connected communities. As part of the initiative, Midea’s donation of resources and home appliances will transform community centres and football hubs into ... read more

Rebrand brings the full power of Wasserman’s global sports, music & entertainment business to the region Global sports, music and entertainment company Wasserman has rebranded the Middle East business units of CSM Sport & Entertainment (CSM), announced today by Matt Vandrau, President – EMEA & APAC at Wasserman. The verticals are overseen by the regional leadership team of Ben Faber, David Sanderson and Mike Davis, Regional Managing Directors, together with Jayne ... read more

Sponsorship performance framework provider SponsorLab Ltd today announces the launch of its new ‘StrategyLab’ insight and performance platform.  Built on the same principles as SponsorLab, StrategyLab now makes the simplicity and power of its proven sponsorship performance framework available for use with projects and business strategies of any size or type. The new tool not only brings expanded application and performance monitoring to the wider sports industry, but also to other ... read more

Global sports, music and entertainment business Wasserman has partnered with Decathlon’s performance cycling brand, VAN RYSEL to deliver an immersive brand experience for the world’s most prestigious cycling race. From 30 June to 9 July 2025, VAN RYSEL welcomed visitors to a traditional Flemish estaminet (a small café), reimagined and transformed into the ‘House of Cycling Dreams’, a multi-experience hub. As part of this activation, the cycling brand built a ‘Dream Jersey Workshop’, ... read more

Artist Pixie Lott to Perform the English National Anthem Ahead of the London Game Presented by NetApp The National Football League has announced that three-time GRAMMY®-nominated, record-breaking BRIT Award winner RAYE will headline the halftime show during the first 2025 NFL London games matchup presented by NetApp between the Minnesota Vikings and the Cleveland Browns on Oct. 5 at Tottenham Hotspur Stadium. RAYE has become a force in modern British music, with her debut album My 21st ... read more

Reg&Partners are pleased to announce a recent collaboration between HelloFresh and Rowse Honey, brokered by their team. This exciting brand partnership introduced 40,000 HelloFresh customers across the UK to a sample of Rowse Honey with their food delivery. Reg & Partners are proud to bring together like-minded brands that complement each other in this way. Get in touch with their experienced team if you’d like to discuss brand partnership and sponsorship ... read more

Ear to the Ground has been awarded the prestigious IPA Effectiveness Accreditation for 2025–2027, making it the only sports or entertainment specialist agency to achieve this status. Forty-four agencies have earned the accreditation this year – including adam&eveDDB, AMV BBDO, BBH, Grey London, Leo Burnett, Ogilvy, Publicis London, VML and Wavemaker UK – setting the industry benchmark for embedding effectiveness at the heart of agency culture. Ear to the Ground is proud to be recognised ... read more

Vodafone has agreed a major multi-year partnership with UEFA and UC3 to support the development of women’s and men’s European football.   This is an exciting time for Vodafone to engage with women’s football. As an official partner of UEFA Women’s Football, Vodafone will sponsor through to 2030: UEFA Women’s Champions League; UEFA Women’s EURO 2029; UEFA Women's Futsal EURO 2027; UEFA Women’s Nations League; Women’s European Qualifiers; UEFA Women’s Under-19 Championship; and UEFA ... read more

Fuse, the global sports and entertainment marketing agency part of Omnicom Media Group, has announced that Lucy Basden-Smith will be joining as Managing Director, further strengthening its world-class leadership team. Lucy brings more than 18 years of experience in sport, culture and entertainment. She has led major national and global partnerships and sponsorships, including EE x The Home Nations, BAFTA, Wembley Stadium, Defender x Rugby World Cup 2022 and 2023, Barclays ATP Tennis Finals ... read more

Legends and ASM Global have officially united as Legends Global, creating the premier partner to the world's greatest live events, venues, and brands. Building on Legends’ acquisition of ASM Global in August 2024, the company delivers an unrivaled, fully integrated solution of premium services with a white-label approach. The comprehensive services of Legends Global cover the entire lifecycle of venues and events: feasibility and consulting, owner’s representation, sales, partnerships, ... read more

Verve The Live Agency has appointed Michael Pring as Global Client & Development Director, a newly created leadership role designed to accelerate the agency’s international growth and deepen client partnerships across its expanding footprint in Europe, the US, and APAC. Michael joins Verve’s senior leadership team on 8th September and will work across all markets, including Verve’s operations in London, Dublin, Amsterdam and Singapore. A seasoned agency leader, Michael brings over 25 ... read more

British Gas will become the official energy partner of Women’s Super League Football following the agreement of a new and transformational multi-year deal to support the Barclays Women’s Super League (BWSL) and Barclays Women’s Super League 2 (BWSL2). This partnership is aimed at growing women’s football and creating a better matchday experience. British Gas and WSL Football will deliver community events nationwide and in-stadia, designed to bring supporters together and build lasting fan ... read more

Reg&Partners are pleased to announce that Mind Candy have appointed them to sell licensing and promotional partnerships for their award-winning IPs Moshi Kids, Moshi Monsters and World of Warriors. Mind Candy’s flagship brand, Moshi Monsters was created in 2007, with the company launching its eponymous online virtual world for kids, Moshi Monsters in 2008. The brand quickly became a global phenomenon, with the game played by over 100 million users, including 1 in 2 Kids aged 6-12 in the ... read more

SAP SE (NYSE: SAP) today announced that the Mercedes-AMG PETRONAS F1Team is leveraging SAP’s intelligent enterprise solutions to drive operational excellence, innovation, and regulatory compliance as the sport prepares for the new 2026 FIA Financial Regulations. With the 2026 cost cap set to increase to $215 million to accommodate new technical regulations and previously exempted items, Formula One teams face growing complexity in managing performance within strict financial boundaries. ... read more

Thorben Jeß will join the Anschutz Entertainment Group (AEG) as Vice President of Global Partnerships for Germany on 1 September 2025. He will be responsible for managing the company's entire sponsorship, premium sales and activation business in Germany. This includes all commercial partnerships for the Barclays Arena in Hamburg, the Uber Arena, the Uber Platz, and the Uber Eats Music Hall in Berlin, as well as well as Eisbären, the 11-time DEL Championship team.  Mr. Jeß joins ... read more

Millwall Football Club is pleased to announce a partnership with Fabricks. In association with MatchWornShirt, The Lions will be the first club in the Sky Bet Championship to use Fabricks for shirt authentication, beginning with Saturday's visit of Wrexham. Fabricks is a groundbreaking innovation that 100% digitally guarantees and protects the identity and authenticity of a product. Powered by an NFC (near-field communication) chip, secured in the blockchain, this digital certificate of ... read more

The Royal National Lifeboat Institution (RNLI) and Map My Mole (Community Dermatology Ltd.) have announced a strategic partnership to improve skin health awareness among RNLI lifeguards and the coastal public. The new partnership brings faster access to expert skin checks for those who work on the front line of our coasts. This collaboration reflects a shared commitment to outdoor safety. Lifeguards’ active outdoor lifestyles - both on and off duty -make this service particularly ... read more

Brazilian Esports powerhouse continues data-driven sponsorship strategy FURIA, Brazilian esports and entertainment organisation, and Shikenso®, the leading AI-powered sponsorship analytics provider, today announced a two-year extension of their partnership through 2027. The renewed agreement enables FURIA to continue leveraging Shikenso's advanced AI technology to track, measure, and optimise sponsor visibility across all digital platforms, including Twitch and YouTube. The ... read more

Reg & Partners have brokered a brand partnership between Samsung Domestic Appliances and Ocean Saver. Eligible customers who purchase a Samsung dishwasher will receive 100 free dishwasher tablets from Ocean Saver. This partnership will connect two great brands with an aligned customer base in home and household goods and making the planet greener. The Ocean Saver brand aims to create sustainable, plant-based household cleaning solutions and champion eco-friendly cleaning by reducing ... read more

RTÉ Commercial has today announced Centra as proud food sponsor of The Traitors Ireland, coming to RTÉ One and RTÉ Player on August 31. The partnership will be prominently activated in Centra stores and amplified through media across radio, digital, and social platforms, providing Centra with an opportunity to reinforce its connection to modern Irish consumers. As part of the collaboration, Musgrave supplied a curated selection of fresh fruit, pastries, snacks and juices for the ... read more

Manchester City and Etihad Airways have launched a video series that for the first time brings together augmented highlights and match footage in a virtual world. As part of Etihad’s ‘Beyond Borders’ Campaign, the latest content series will offer fans a unique view of Manchester City highlights from last season. From Omar Marmoush’s Premier League Goal of the Season strike to İlkay Gündoğan’s overhead kick, the series brings together highlights whilst showcasing Etihad’s home, Abu ... read more

Intelligent Research in Sponsoring GmbH (IRIS Sport), a premier sports industry specialist in media and market research, digital services, market intelligence, and sponsorship evaluation, is excited to announce the launch of its revamped official website. This strategic digital relaunch represents IRIS Sport’s commitment to innovation, clarity, and accessibility, designed to enhance engagement and support its international clientele. Founded in 2014, IRIS Sport has cultivated a reputation ... read more

Legacy Communications has launched a new campaign for ALDI Ireland, revealing ALDI’s beloved Katie the Carrot as the Irish women’s rugby team’s Chief Luck Officer (C.L.O.). The digitally led, playful campaign is steered by a video content series and brings to life ALDI’s latest sponsorship marketing activity with the IRFU.  Developed in collaboration with Legacy Communications and with The Coop handling production, the campaign blends humour, heart and national pride to rally support ... read more

Fuse, the global sport and entertainment marketing agency, today announced the expansion of its strategy team, marking a pivotal moment in the agency’s continued growth. Strategy has always been a cornerstone of Fuse’s approach, and this team builds on that legacy to further elevate the agency’s strategic capabilities. Tasked with driving Fuse’s new guiding proposition, Culturally Connected, Seriously Effective, they will play a key role in deepening Fuse’s ability to help engage ... read more

RTÉ Commercial has today announced Vodafone Ireland as the official broadcast sponsor of the Women’s Rugby World Cup 2025 on RTÉ. The 10th Women’s Rugby World Cup takes place from August 22 to September 27 2025, hosted across multiple cities in England. With an expanded 16-team format, this will be the biggest Women’s Rugby World Cup to date. Brokered by dentsu Ireland, the sponsorship will align Vodafone Ireland with the tournament's key moments, from all the live action on RTÉ2 and RTÉ ... read more

Verve, the award-winning live agency and certified B Corp, has named Mike Kettles as its new Group Creative Director, as John O’Shaughnessy transitions into a Non-Executive Creative Director role after 18 years with the agency. Kettles will lead Verve’s creative studio across Dublin, London and Amsterdam, and will oversee the agency’s creative direction in Singapore, where Verve will open a new office later this year. His appointment comes at a pivotal moment for the agency as it continues ... read more

Millwall Football Club is pleased to announce it has extended its long-standing partnership with Sodexo Live! as part of a multi-million-pound transformation to its hospitality, conferencing and event services at The Den, elevating the fan experience in SE16. Sodexo Live! is a global leader in hospitality services in the sports and leisure industry and has provided matchday retail catering services to The Lions since 2012. Now, the partnership is expanding to deliver a comprehensive ... read more

Global sports company PUMA and Manchester City have today launched the Club’s Third kit for the 2025/26 season, inspired by, and as a tribute to, the famous Mancunian weather. This kit is for the City that plays in the rain. Manchester City is a symbol of the people, the culture, and the spirit of Manchester. The new Third kit is designed for those who carry City in their hearts, rain or shine. Grey skies may often be seen overhead in Manchester, but this City brings electrifying football ... read more

Shikenso®, a leading analytics provider in the sports, esports, and entertainment industries, has officially unveiled its new brand identity. This strategic rebrand marks a significant milestone in the company’s evolution, highlighting a sharpened focus, expanded vision, and a strengthened commitment to empowering organizations with actionable data intelligence. Since its inception, Shikenso has grown from a data analytics startup into a trusted intelligence partner for global teams and ... read more

ONSIDE, Ireland’s leading sponsorship consultancy firm, today announced the appointment of Martin Fallon as its new Head of Advisory. Fallon joins from Wera Tools UK, where he served as Head of Marketing, overseeing innovative product launches, omnichannel brand campaigns and multi-year partnerships in motorsport. Fallon brings extensive experience from rightsholder organisations such as Motorsport UK, the Tour of Britain, Wasps, Connacht Rugby, and Harlequins, demonstrating a proven track ... read more