News

The DP World Tour today announced a multi-year partnership extension with Fortinet, a global cybersecurity leader driving the convergence of networking and security. As Official Cybersecurity Partner, Fortinet will continue to provide its innovative security solutions to golf’s global Tour until 2028. Since joining as Official Cybersecurity Partner for the 2022 season, Fortinet has supported the DP World Tour’s digital transformation agenda. The Tour hosts one of the largest and most complex ... read more

Wasserman continues global expansion and commitment to representation of women with the acquisition of one of Europe's top women's football agencies Leading global sports, music, and entertainment company Wasserman has acquired football talent representation business, Unik Sports Management, announced today by Executive Vice President & Managing Executive, Global Soccer, Richard Motzkin. As part of the acquisition, Unik Sports Management Founder and CEO Carlota ... read more

Right Formula has announced that James Allen is to join the agency in the newly created role of President, Formula 1. James is a prominent figure in the F1 industry with a career spanning three decades as a broadcaster, journalist, commercial content expert and business leader. He has a unique experience profile across multiple aspects of Formula 1 as well as deep-rooted relationships with sponsors, rights holders, teams, promoters and the FIA, though his work with ITV Sport, BBC, ... read more

After an extraordinary year for England women’s football, EE, the UK’s best network, celebrated the unsung heroes of the women’s game by hosting a Christmas party at the home of England Football, Wembley Stadium, connected by EE.  The event, which saw people from grassroots clubs across the UK in attendance, as well as special guests, England Women’s Manager, Sarina Wiegman, England Legend Rachel Brown-Finnis, and Lionesses Alex Greenwood, Lauren Hemp and Khiara Keating, ... read more

Special mural unveiled at a celebration event ahead of the Formula 1 Abu Dhabi Grand Prix curated by British Artist, David Doran, as a gift from Mobil 1 to Honda. ExxonMobil’s global leading synthetic motor oil brand Mobil 1, has unveiled a specially commissioned, bespoke artwork highlighting its past six seasons with Honda in Formula 1. Over the past few years, the Mobil 1 brand and Honda have supported Oracle Red Bull Racing in achieving four Drivers’ and two Constructors’ World ... read more

ExxonMobil, through its leading global lubricants brand Mobil™, has announced an extended multi-year partnership with the all-female race team. The announcement was made during the 5th annual ‘Women with Drive – Driven by Mobil 1’ summit in Indianapolis, underscoring the event’s mission to advance, connect, and empower women throughout the motorsports industry. Mobil lubricants is proud to announce the continuation of its support for F1 Academy as an Official Partner of Red Bull Racing’s ... read more

Aston Villa and Xapo Bank, in partnership with Ear to the Ground, have launched a new campaign celebrating belief, resilience and the rewards of thinking long term. For the first time in the club’s history, supporters’ messages will sit physically behind the players all season long – literally getting fans behind the team. Built on shared values of resilience, ambition and conviction, the partnership between Xapo Bank and Aston Villa celebrates a mutual commitment to building for the future ... read more

The National Football League and Fear of God announced today a multi-year licensing collaboration to create team and NFL shield apparel. The relationship marks another defining moment for the league and fashion house as both brands work to bridge the worlds of sport and fashion through an American luxury lens. “As the NFL seeks to build relationships with leading names in fashion, Fear of God was a natural choice,” said Casey Collins, senior vice president of consumer products and licensing ... read more

Havas Media Network UK returns as headline partner  The Back2Business Career Accelerator Programme has opened for its thirteenth year. The programme’s mission is to open doors for experienced professionals ready to re-enter the industry after a caring career break, through a free six-day reorientation bootcamp. Following a successful collaboration in 2025, Havas Media Network UK returns as headline partner.  Back2Business remains the UK’s only initiative dedicated ... read more

Right Formula and Crunch announce a strategic integration that strengthens their collective position within the F1 ecosystem.  The addition of Crunch Communications marks an important step in Right Formula’s continued expansion as a leading independent consultancy group in the sport. Right Formula has agreed to acquire the entire issued share capital of Crunch. Both organisations will continue to operate independently while progressively integrating expertise, capabilities and systems to ... read more

The ninth series of Dancing with the Stars returns to screens in early 2026 and will be proudly sponsored by Hyundai Filling our Sunday evenings with glitz and glamour from Sunday January 4 on RTÉ One and RTÉ Player, the brand-new series will see 12 well-known figures team up with a professional dancer to perform a live routine every week. Each pairing will have a different dancing genre to master every week, from the Charleston to Salsa, and they’ll have ... read more

Sporting Giants is proud to announce the launch of Sports Carbon Literacy Training 2026; a comprehensive, evidence-based and highly interactive learning programme designed specifically for the sports industry.   Certified and accredited by the Carbon Literacy Project, the launch reflects Sporting Giants’ long-standing commitment to carbon reduction. The organisation has trained stakeholders at every level globally, helping sporting bodies embed purposeful and practical sustainability ... read more

Reg&Partners are working to find sponsorship partners of the NEC Group, the UK’s leading destination for world-class live events. The NEC Group is home to some of the most iconic and well-attended events in the country, hosted across its five live event and award-winning venues in the heart of the UK. The NEC Group venues welcomes over 7 million visitors each year and offers exceptional connectivity, a vibrant atmosphere, and a standout experience for audiences and partners ... read more

Available on all major platforms as part of the Olympic Movement Breaks The Olympic Federation of Ireland (OFI) is delighted to announce the official release of the brand-new Dare to Believe song, created in collaboration with the hugely popular Kabin Crew rappers from Cork. The upbeat track, produced by Garry McCarthy (GMCBeats), is now available to listen to on Spotify HERE. This original song was developed as part of the Dare to Believe schools programme, launched alongside a ... read more

AEG Global Partnerships, the sponsorship division of AEG – the world leader in live entertainment and sport – today announces British Airways as the naming rights partner for its new 3,800-capacity venue at the transformed Olympia destination in London. The venue will be called British Airways ARC. Honouring Olympia’s rich music heritage by bringing incredible live music and events back to West London, British Airways ARC will be a state-of-the-art, purpose-built live music and ... read more

Significant benefits for the Greek economy and local communities With five Sports Marketing Agency of the Year titles in the past six years, ActiveMedia Group continues to set the benchmark for excellence in Greece – delivering world-class events and forging strategic partnerships. The year 2025 marks a new chapter of growth, as the company – already a leader in Sports Marketing, Sports Tourism, and Sports Production – builds on its hundreds of distinctions both in Greece and ... read more

Orchard are continuing their partnership with Alcohol Change UK, extending beyond the central Dry January® campaign into its flagship event, The Dry January® 10k. Acting as an extension of Alcohol Change UK’s team, Orchard are working closely with Danielle Houliston, Executive Director of Income and Engagement, to deliver commercial growth and brand alignment opportunities.  This event is a key moment in the Dry January® challenge calendar, celebrating the achievements of participants who ... read more

SponsorshipX (SPX) and 17 Sport today announced the launch of the SPX Purpose League powered by 17 Sport, a new global community redefining how sponsorship delivers impact and long-term value. Unveiled at the opening of the SponsorshipX Changemaker Summit in Toronto, the SPX Purpose League will bring together brands, agencies, and rights holders committed to redefining how sponsorship creates engagement, value and impact. At its core, it’s built on the idea that ... read more

Orchard is proud to be working with ten national sports organisations from across Wales, alongside Sport Wales, on an exclusive opportunity to help shape the future of Welsh sport.  This first-of-its-kind collaboration includes Badminton Wales, Welsh Boxing, Disability Sport Wales, Welsh Gymnastics, Hockey Wales, Welsh Judo Association, Snowsport Cymru Wales, Welsh Triathlon, Tennis Wales and Weightlifting Wales.  Together, these organisations have united to launch a new, ... read more

CAA Brand Consulting, a division of leading entertainment and sports agency Creative Artists Agency (CAA), today announced that veteran brand advisor Dominic Curran has been appointed Head of International Growth. In this newly created position, Curran will work collaboratively with CAA Brand Consulting Global Co-Heads Aubree Curtis, Jeff Eccleston, and Liz Gray to drive new business and organic growth, with a specific focus on new markets and territories. Curran is currently operating from ... read more

DP World and the DP World Tour today extended their long-term partnership, reaffirming a shared commitment to growing the game of golf. Under the new partnership agreement, the largest in the Tour’s history, DP World will continue as Title Partner and Official Logistics Partner until 2035. The original agreement, which started in 2022 and saw the European Tour renamed the DP World Tour, supported the continued expansion of golf’s global Tour – playing 42 tournaments in 26 different countries ... read more

The new agreement highlights Aviva’s ongoing commitment to Irish sport and communities through its renewed football and rugby partnerships  Aviva Ireland today announced a five-year extension of its naming rights agreement for Aviva Stadium. As part of this renewal, Aviva will also continue its long-standing partnerships with the IRFU and FAI, remaining an Official Sponsor of the Irish Men’s National Rugby Team and the Men’s and Women’s National Football Teams, for a further five ... read more

 Live Nation’s “Living for Live” report reveals why live music now outranks sports, film and streaming in the UK — and how fandom is reshaping culture, connection, and commerce in the country and beyond. Live Nation, the global leader in live entertainment, today released Living for Live - its largest global report to date - revealing that live music has overtaken sports, film and streaming as the world’s top form of entertainment.  Based on a survey of 40,000 people across 15 ... read more

The DP World Tour today announced a new partnership with Emirates NBD, a leading banking group in the Middle East, North Africa and Türkiye (MENAT) region, who have become an Official Partner, and the Official Banking Partner, to two more flagship tournaments in the United Arab Emirates (UAE) - the 2025 DP World Tour Championship, and the 2026 Abu Dhabi Championship. Both tournaments are premium Rolex Series events that sit within the DP World Tour Play-offs - the climax of the season-long ... read more

Fuse, the global sport and entertainment marketing agency, today announced the appointment of Matt Bailey as Managing Partner within its Rights Consultancy division. Bailey joins the agency on 10th November 2025 and will report into Lucy Basden-Smith, becoming part of the Fuse Executive Leadership Team. A seasoned sports marketing professional with over 20 years’ experience, Bailey joins Fuse from Octagon, where he most recently served as Head of Brand Partnerships. During his 14 years with ... read more

LE BOOK is a curated creative-industry platform of over 100,000 professionals. Founded in 1982, the platform serves as an inspiration source, network and event organiser for the worlds of fashion, advertising, photography, production, visual culture and beyond.   LE BOOK runs a suite of industry-focused events, including CONNECTIONS, which serve to unite agencies, brands and creators in major cities all around the world, including Paris, London, NYC, LA, Dubai, Mexico City and ... read more

Verve The Live Agency, the award-winning experiential marketing agency and certified B Corp, has announced the opening of its new office in Singapore, marking a significant milestone in the agency’s global expansion. The Singapore opening extends Verve’s presence into Asia, joining its existing network of thriving offices in Dublin, London, and Amsterdam. It will be led by Michael Pring, Country Head, Singapore and Global Client & Development Director, with support from Verve’s global ... read more

Think Beyond - the leading global consultancy empowering sport entertainment and brands to be more sustainable, impactful, and valuable - today announced the appointment of Oliver Meade as its Senior Director, Commercial Partnerships. Meade joins to spearhead Think Beyond’s mission to evolve the sponsorship landscape by delivering a new proposition to the market focused on creating partnerships that achieve greater commercial returns by embedding meaningful social change at their ... read more

Award-winning partnership enters its seventh year as new coaches join the line-up for 2025 Ireland’s Fittest Family returns to RTÉ One on Sunday 2 November 2025, proudly sponsored once again by leading community retailer Londis. Now in its 13th season, one of the nation’s most loved family shows returns with an exciting new coaching line-up featuring Paralympic gold medalist Ellen Keane, former Dublin footballer and Player of the Year Michael Darragh MacAuley, and former Ireland rugby ... read more

Reg&Partners are excited to share that Surfing England is a new client of theirs! They are working with Roger Sheridan, Governance and Compliance Lead, and Ben Powis, CEO to source a headline sponsorship and event sponsors for key events leading up to the Olympics in 2028. Surfing England is a non-for-profit organisation and is the National Governing Body for surfing and other disciplines of wave-riding in England, including body boarding, stand up paddle boarding and adaptive/para ... read more

Frankfurt-based AI sponsorship analytics platform shortlisted for 'Esports Supporting Platform of the Year' at Esports Awards 2025 Shikenso has been nominated for Esports Supporting Platform of the Year at the 2025 Esports Awards - the highest recognition in the global esports industry. The nomination places Shikenso alongside Discord, FACEIT, and Esports Charts in recognising platforms that empower the esports ecosystem through cutting-edge technology. Shikenso Partners ... read more

Olympic Sport Awards set to celebrate Irish athlete achievements The Olympic Federation of Ireland (OFI) is proud to announce Off the Ball and Newstalk as the official partner of the Team Ireland Olympic Sport Awards 2025, a landmark celebration recognising the standout performances, moments, and achievements across the Irish Olympic community this year. Off The Ball, Ireland’s leading multi-platform sports media brand in Ireland, will play a central role in ... read more

JTA, the world’s leading independent communications and international relations consultancy in sport, today announced the launch of neo, a pioneering digital transformation offer in sport and entertainment, which has already delivered a pilot global campaign that successfully reached over 250 million unique users. neo combines expertise from across the world’s best digital agencies to form the neo collective. The neo collective comprises specialists with a client portfolio that includes ... read more

“Braiding our way through women’s rugby, one conversation at a time” Following a momentous summer as the host broadcaster of Women’s Rugby World Cup 2025, HBS continues its leading role in promoting women’s sports in a new partnership with Virgin. Ahead of the kick-off of the domestic season, the two companies are launching digital content series The Plait Room on YouTube, TikTok and Instagram. Developed from an initial concept during HBS’ partnership with Loughborough Lightning of ... read more

Optimum Nutrition, the world's #1 sports nutrition brand, today unveiled a new partnership with the Irish Rugby Football Union (IRFU), becoming the Official Performance Nutrition Partner of Irish Rugby. This landmark collaboration powerfully underscores Optimum Nutrition's dedication to fuelling elite athletic performance and its strong roots within Irish rugby. Through this strategic alliance, Optimum Nutrition will deliver nutritional support to all IRFU teams, including the national ... read more

Katie Taylor has retained her title as Ireland’s most admired sporting star according to research by ONSIDE, the country’s leading sponsorship consultancy firm. The Bray boxer’s record-breaking bout in July of this year completed a historic trilogy against Amanda Serrano, with Taylor having now held the position since 2017, excluding 2023 where Irish rugby legend Johnny Sexton claimed top spot. Sexton still features prominently in 4th position ahead of fellow retired internationals ... read more

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

Millwall Football Club is proud to announce that it will provide free access to the award-winning Shoorah mental health and wellbeing app for all club members – a significant step in supporting the wellbeing of its community. With one in four people in the UK experiencing a mental health problem each year, this marks the beginning of a new partnership between Millwall Football Club and Shoorah, a collaboration that represents a major commitment to promoting mental health support within the ... 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

Manchester City has today announced a US media collaboration with streaming service, Paramount+. The agreement will see Paramount+ branding and content visible across the Club’s official digital and social media channels in the US throughout the 2025/26 UEFA Champions League campaign. Paramount+ is the premier destination for US football fans as the home of every UEFA Champions League match in the US, in addition to CBS Sports’ popular UEFA Champions League Today studio show. Paramount+ ... 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