News

Gulf and SuperFile Trackhouse MotoGP Team are proud to unveil their latest collaborative livery, which will be run at the Indonesian (9 – 11 October) and Malaysian (30 October – 1 November) Grands Prix. The new eye-catching design is a celebration of Gulf’s 125th anniversary, drawing on the iconic colours and racing heritage that have defined the global brand for generations. During its 125-year history, Gulf has become synonymous with motorsport, with the blue and orange livery defining some ... read more

Following a series of record-breaking years for The O2 and ahead of the venue's 20th anniversary in 2027, AEG and O2 today announced a major multi-million-pound extension of their long-standing naming rights partnership. Under the landmark agreement, O2 will retain naming rights to The O2 until 2038, marking the largest naming rights renewal of its kind in UK history. The agreement builds on one of the most successful venue naming rights partnerships in the world and reflects a shared commitment ... read more

Acquisition accelerates international growth of the company's creators representation business Global sports, music, and entertainment company THE·TEAM has acquired leading UK creators business, Outreach Talent Group (OTG), announced today by Michael Calvin Jones, Executive Vice President, Creators. As part of the acquisition, Outreach Talent Group’s CEO, Emilio Arciniega, will join THE·TEAM as Senior Vice President, Creators. Founded in 2021 by Emilio and Amy Arciniega, OTG ... read more

ATHX Games has appointed global creative communications agency PrettyGreen to support the next phase of its international growth, as the hybrid fitness competition takes its World Finals international for the first time. The appointment comes as ATHX prepares to host its 2026 World Finals in Portugal from 27–29 November. This year’s event marks a significant step in the evolution of the competition, bringing together athletes from across ATHX’s expanding global tour and reflecting ... read more

Hope&Glory has appointed Alex Royce as Head of Sport to lead and further grow the independent agency’s sports proposition. Royce joined Hope&Glory in 2015. Since then, he has worked across brands including adidas, Hotels.com’s Champions League campaigns and the GUINNESS Six Nations Rugby. He has also worked with Red Bull, Paris Saint Germain, Lavazza, DHL, The FA and on the amplification of American Express’ sponsorships of the Wimbledon Championships and Brighton & Hove ... read more

Launching on 1st October, the new Nike Air Max 95 celebrates the city that made the ‘110’ its own, with a campaign starring Dominik Szoboszlai, Duncan Ferguson and Kasst 8. JD Sports is launching Liverpool’s own version of the iconic Nike Air Max 95 on 1 October, celebrating the city that has made the silhouette its own. Known locally as the “110” - a name born from its original £110 price tag - the Air Max 95 has become part of Liverpool’s style, language and culture. To mark the launch, ... read more

Global sports, music and entertainment company THE·TEAM has been appointed by Honda Racing Corporation (HRC) to lead the search for new commercial partners for its MotoGP team, Honda HRC. The appointment will see THE·TEAM work alongside HRC’s commercial team to identify and secure major new brand partnerships, centring around Honda’s participation in the MotoGP World Championship. The mandate represents THE·TEAM’s first dedicated rights sales appointment in MotoGP and further reinforces ... read more

Adagio, the European leader in aparthotels, is renewing its partnership with London Stadium, strengthening its position as a preferred accommodation partner for major events in East London. The collaboration offers spectators, event professionals, teams and partners flexible stays close to the multi-purpose venue, helping extend the live event experience beyond the stadium itself. A strategic presence in a key European capital With four aparthotels across Greater London, Adagio continues ... read more

The DP World Tour has today announced that Aldar, the Abu Dhabi-based real estate development, investment and asset management company, will become the new Title Partner of the 2026 Abu Dhabi Championship, the first of two events in the season-ending DP World Tour Play-Offs. The announcement marks the next chapter in the existing relationship between the DP World Tour and Aldar, who became an Official Marketing Partner and Official Real Estate Partner of the DP World Tour in 2025. As the ... read more

Dublin Marathon Group and TG4 partnership will bring the Irish Life Dublin Marathon live and free-to-air to audiences across Ireland, with coverage also available worldwide via the TG4 Player The 2026 Irish Life Dublin Marathon will be broadcast live and free-to-air on TG4 this October, bringing the action, atmosphere and stories of one of Ireland’s biggest participation sporting events to audiences across the country with viewers worldwide also able to follow the event live via the TG4 ... read more

Issy Selby promoted to Director of Social and Influencer as Olly Reeves takes on an expanded Social Creative role Following the announcement of Managing Partner Steve Parker, PrettyGreen is strengthening its social and influencer business with two promotions as the agency continues to invest in its integrated ‘Fame That Performs’ proposition and it’s end-to-end social offering. Issy Selby has been promoted from Associate Director to Director of Social and Influencer, while Olly ... read more

RTÉ Commercial has today announced MG Motor Ireland as sponsor of the brand-new series of Donncha’s Away Games currently airing on RTÉ One and RTÉ Player.  The sponsorship deal with MG Motor Ireland includes 108 credited stings airing across all episodes on RTÉ One and RTÉ One +1.  The deal also covers live broadcasts on RTÉ Player, all available catch-up episodes, and sponsor logos on all dedicated promos across television, audio and social media channels.    The ... read more

Platformation, the sponsorship valuation agency, has published the fifth wave of its Sponsorship Decision Maker Survey (SDMS 2026, n=204), the only longitudinal brand-side study of its kind, run on a consistent methodology since 2018. The 2026 edition surveyed 204 senior sponsorship decision-makers across more than 23 countries in August 2026, ahead of the FIFA World Cup, and finds sponsorship budgets recovering after two years of tight marketing spend. 51.5% of buyers plan to increase their ... read more

The 2026/27 report introduces ‘Power Return’ - a new formula for how brands can connect with fans and drive commercial growth. Global creative agency Ear to the Ground has published the seventh edition of its Fan Intelligence® Index, its annual ranking of 100 of the world’s most influential brands through the eyes of fans. At the heart of the 2026/27 report is Power Return - a new formula for brands looking to connect with fans and drive commercial growth. The relationship between ... read more

The home interiors retailer signs up for third year as sponsor RTÉ Commercial today announced that Harry Corry has signed up to a third year as sponsor of Liveline on RTÉ Radio 1. Hosted by Kieran Cuddihy, Liveline and its 254,000* listeners continue to shape the news headlines by telling the nation's stories. Broadcasting on RTÉ Radio 1 every weekday from 1.45pm to 3.00 pm, Liveline remains one of the most listened to national radio shows.  Brokered by 7747 ... read more

Today, Factory International announces Common Frequency, a new exhibition on the transformative power of music, curated by the 2026 adidas Originals Creator Network North cohort. Taking place 3 – 6 October in the vast North Warehouse of Manchester’s Aviva Studios, home of Factory International, Common Frequency, is a free exhibition and event series created by the adidas Originals Creator Network North - a group of 20 young creatives from across the North West. The exhibition traces the ... read more

Today, Lebara Mobile is launching a major new brand platform, ‘It’s All Good’, marking the next stage in the mobile network’s growth and evolution in the UK. Launching this week across TV, OOH, social and audio, ‘It’s All Good’ brings together Lebara’s core customer promise of great network, great service and great price under one distinctive platform, designed to build greater awareness and consideration of Lebara beyond its traditional value credentials. The launch represents a step ... read more

The FedEx Open de France today announced the launch of the Birdies for Good initiative, continuing its collaboration with the Arbor Day Foundation through a community tree-planting program linked to this year’s championship. As part of the initiative, FedEx has committed funding for 500 trees to be planted this autumn on farmland Noisy-le-Roi, near Versailles, returning to the site of the tournament’s 2025 planting project. Ahead of the 108th edition of Continental Europe’s ... read more

Manchester City has today announced a new global partnership with SeatGeek, the technology platform boosting the live event experience for fans, teams and venues. Since 2018, the Club has utilised SeatGeek’s modern, mobile-first platform to power its ticketing operations for matchdays, hospitality and concerts at both the Etihad Stadium and Joie Stadium. The new agreement announced today will see the Club continue to use this technology in close collaboration with SeatGeek, helping to ... read more

The tournament returns to the DP World Tour schedule in 2027 and will be co-sanctioned with the Asian Tour The DP World Tour today announces that Deutsche Bank, Germany’s leading bank with a global network, will become the new Title Partner of the Singapore Open in a multi-year agreement that runs until 2029. The Deutsche Bank Singapore Open will be played on The Serapong at the Sentosa Golf Club from 15-18 April, 2027. It will be part of the DP World Tour’s Asian Swing, ... read more

New nationwide initiative aims to improve accessibility across parkrun events, with the rollout of 100 StartLine Packs planned for participating events across the UK For many people with accessibility needs, the hardest part of parkrun isn't the 5km, it's the confidence to show up. While over two thirds (67%) of people with accessibility needs are likely to want to be more physically active*, new research from Specsavers has ... read more

SPX Purpose League will bring sponsorship, finance and community leaders together at Brentford FC to apply commercial thinking to live partnership challenges Senior leaders from UEFA, Lidl, Deloitte and The FA will gather at Brentford FC this October to build the business case for purpose-led sponsorship that delivers commercial and societal returns. Guillaume Sabran and Filippo Veglio of UEFA, Thomas Bulitta of Lidl International, Dana O’Donovan of Deloitte and Richard Ames of ... read more

Millwall Football Club is pleased to announce that four long-standing agreements with travel partners Champions Travel, GO Sport Travel, Travel Connection and P1 Travel have been renewed, continuing partnerships that stretch back over a decade. As official Match Break Partners of the club, all four companies are each set to sell a limited number of official Match Break packages for all First-Team home fixtures at The Den, restricted to international fans based outside of the UK ... read more

New global report explores why real-world experiences are gaining value as more of life moves online. Live music is emerging as an increasingly important escape from everyday life, reflecting a much larger cultural shift playing out around the world. As more of life moves online, people are placing greater value on experiences that feel unmistakably real. The Return to Real, a new global report from Live Nation for Brands, explores this shift and what it means for brands. The ... read more

RTÉ has today announced Benetti Menswear as the sponsor of its 2026 Amgen Irish Open coverage for a sixth consecutive year, further strengthening the heritage clothing brand’s alignment with one of the biggest events on the Irish sporting calendar.  The sponsorship, brokered by The Engine Room, includes  sponsorship stings across coverage of the 2026 Amgen Irish Open on RTÉ2 and RTÉ Player, as well as digital takeovers on rte.ie.  Taking place at ... read more

The hire marks further expansion of the senior team led by CEO Andrew Billingham Aviva Arena, operated by YTL Live announced today that Martyn Jenkin will join as Head Of Partnerships for the venue. Martyn who will report to Sarah McBride, Partnerships Director Aviva Arena comes with an impressive track record across partnerships and brand deals. In his previous role at Momentum Worldwide, Martyn led American Express's ticketing partnerships with the likes of F1, the NFL, Wimbledon, BST ... read more

New Aviva Ireland (Aviva) research highlights the financial pressures facing families involved in grassroots sport  Broadcaster and mum of two Jennifer Zamparelli supports ReBoot with Aviva, in partnership with the FAI, helping families reduce costs and give outgrown football boots a second life  Key findings: More than half of parents in Ireland (51%) have decided not to enrol their child in a sport or activity because of the cost, according to new research by Aviva ... read more

Renewed partnership expands opportunities to advance engineering collaboration, develop future talent and share technical expertise across two world-class engineering organizations Komatsu and Atlassian Williams F1 Team have extended their award-winning, global partnership beyond 2026, continuing a collaboration between two organizations that thrive in some of the world's most challenging engineering environments. Building on a relationship that spans decades, the renewed agreement ... read more

Wilson joins Sid Lee Sport to lead strategic direction for clients and help shape the agency’s next phase of growth. Sid Lee Sport has appointed Peter Wilson as its new Head of Strategy, strengthening the agency’s senior leadership team and strategic capabilities as it continues to grow its global sports and sponsorship practice. Wilson will lead the strategic direction for Sid Lee Sport’s clients, helping brands and rights holders identify meaningful opportunities to connect with ... read more

New research from MG OMD and Global reveals sport has become Britain's strongest force for community, influence and belonging. New research from MG OMD and Global finds that sport has become Britain’s number one community, offering a growing, powerful sense of connection at a time when shared national moments are increasingly rare. The research surveyed 2,011 people aged 18+ in the UK to understand how aspects of identity and community shift depending on context, and to explore ... read more

Proprietary Sponsorship Performance and Impact model reveals how authenticity, audience fit, and sector context drive stronger sponsorship outcomes The Brand Fans today announced new sponsorship research and insights generated through SPi (Sponsorship Performance and Impact), the company's proprietary model designed to measure sponsorship effectiveness, impact and ROI for brands and rights holders. The new findings show that sports sponsorships continue to lead for visibility and ... read more

RTÉ has today announced a major media partnership with Lidl around Katie Taylor’s historic Croke Park clash with Flora Pili on Saturday, September 5th. The multi-platform partnership, brokered by EssenceMediacom, includes sponsorship of the fight broadcast on RTÉ2, RTÉ Player and RTÉ 2FM and build-up elements including the press conference and weigh in, outside broadcasts of Oliver Callan on RTÉ Radio 1, 2FM Drive with Laura & Katja, and Inside Sport on RTÉ ... read more

To mark the launch of the 2026/27 Barclays Women’s Super League (BWSL) and Barclays Women’s Super League 2 (BWSL2) season, WSL Football has launched a new social-first campaign designed to introduce the top two tiers of women’s professional football to new audiences and communities online.  Developed by WSL Football’s creative agency Anomaly, and produced by Sata Studios, the campaign sees players from both leagues’ ‘intercept’ creators belonging to social subcultures of every ... read more

Global sports brand PUMA and Manchester City have today revealed the Club's 26/27 Third Kit and – for the first time in professional football – fans were given the power to design a kit using AI, with the winning fan-created design now revealed as the official Third kit. The 26/27 Third Kit was created using PUMA AI Creator, a custom generative AI tool that turns written prompts into kit designs within seconds. Launched in December 2024, the AI Creator put tangible creative influence into the ... read more

Energia has partnered with Galway-based charity Ability West as part of their Rugby for All programme. The partnership kicked off earlier this summer through a series of summer camps, specially designed for children with autism and intellectual disabilities. Energia’s Rugby for All programme aims to grow participation in rugby among children with intellectual disabilities and autism, helping to make the game more inclusive and accessible across Ireland. The partnership was celebrated ... read more

Fashion, active participation in music culture and content creation lead this year’s activations AEG Global Partnerships, the sponsorship division of AEG – the world leader in live entertainment and sport – has announced that fifteen new partners, including Meller, Bumble, Flannels, Converse, K-Way and Diesel Fragrance, have joined the roster of partners at ‘tastemaker’ festival All Points East as brands exchange visibility for participation and cultural relevance. Taking place from ... read more

SumUp to be visible across all of the club’s training wear Football Club adds another global partner to growing commercial portfolio Newcastle United has welcomed leading fintech company SumUp as the club’s Official Training Kit Partner in a multi-year partnership. In a partnership that sees SumUp join the club’s group of Primary Partners, the global business will feature prominently across training wear for the men’s, women’s, and academy teams, providing an unparalleled ... read more

Millwall Football Club is delighted to announce a new partnership with MASCOT® WORKWEAR, who will become the Club's Official Workwear Partner from the 2026/27 season. The partnership will see MASCOT supply high-performance, durable workwear to the maintenance, stadium operations and facilities teams at The Den, reflecting MASCOT's reputation for quality and functionality in demanding, hands-on environments. MASCOT is recognised worldwide for manufacturing premium workwear and safety ... read more

• Manchester City has announced a new global partnership with AUX, that will see the brand become the Club’s Official Air Conditioner Partner • The partnership brings Manchester City and AUX together through a shared focus on innovation and delivering world-class experiences for customers and fans Manchester City has announced a new global partnership with AUX, that will see the brand become the Club’s Official Air Conditioner Partner. Recognised as one of the world’s leading ... read more

Parker joins PrettyGreen as part of continued Social & Influencer expansion PrettyGreen has appointed Steve Parker as Managing Partner, Social & Influencer.Parker joins PrettyGreen, the Global Fame Makers, on 7 September 2026, bringing extensive experience building and leading social and creator businesses. He joins from Stripe Communications, where he led the agency’s Social & Influencer business, bringing together social, creators, content and production and embedding ... read more

Cadbury is deepening its love of football. The iconic brand has confirmed fresh four-year extensions with three Premier League giants — Arsenal FC, Liverpool FC, and Tottenham Hotspur FC — covering both the men's and women's sides at all three clubs. It takes each partnership to a full decade, making this Cadbury's biggest and longest-running commitment to the game yet. The three renewals bring together a decade of shared history across some of English football's biggest clubs, connected by ... read more

The European Tour Group and Fanatics, a global digital sports platform and leader in licensed sports merchandise, today announced a comprehensive multi-year partnership spanning the DP World Tour and Ryder Cup Europe. Under the agreement, Fanatics becomes the exclusive operator of the Official DP World Tour Store and the European Ryder Cup Store and is named exclusive retail partner for the 2027 Ryder Cup at Adare Manor in Limerick, Ireland. The agreement also includes the right for Fanatics ... read more

Millwall Football Club is delighted to announce a new multi-year partnership with Gusbourne. Gusbourne, the Kent-based English sparkling wine producer, will become the club's Official Sparkling Wine Supplier. Founded in 2004 and still based on its original estate in Appledore, Kent, Gusbourne has grown from a young, ambitious producer into one of the most decorated names in English wine. The estate has been recognised extensively on the world stage, including becoming the first ... read more

Integrated creative agency Havas Play UK has partnered with Loughborough University London's Talent+ programme to help create more equitable pathways into sports marketing. By connecting students with industry experience, networks and real-world opportunities, the partnership will support the next generation of talent entering the industry to secure their first role.  The partnership falls at a time when more than one million 16 to 24-year-olds in the UK are not in education, ... read more

Manchester City has announced that Trendyol will become the Club’s Official Online Marketplace Partner. Trendyol, one of the world's leading e-commerce platforms, was founded in Istanbul in 2010 and now connects more than 40 million customers with over 250,000 sellers across a growing international footprint. A committed supporter of football in its home market of Türkiye, Trendyol is an official sponsor of the Turkish National Football Teams and the title sponsor of the Turkish Süper Lig ... read more

A major new poll of 35,000 people across 34 countries, commissioned to coincide with the inaugural Global Ideas Stage at the 2026 Edinburgh International Festival, has found that more than two-thirds of people worldwide have relied on the arts to keep them hopeful.  The poll, the largest of its kind ever undertaken on this subject, was revealed at the Global Ideas Stage, the International Festival's new flagship event held in collaboration with Panmure ... read more

From a single event window to always-on measurement across the entire esports competitive season. The Esports Foundation has appointed Shikenso as its Sponsorship Media Valuation Partner for the Esports World Cup (EWC) and the Esports Nations Cup (ENC). Shikenso will measure sponsorship value across the full competitive season, giving the Esports Foundation and its brand partners an independent, evidence-based view of what their activations deliver. This is the largest media ... read more

With leagues across Europe, Latin America, and MENA, Kings League turns to Shikenso to bring clarity to one of football's most complex sponsorship ecosystems. Kings League and Shikenso have entered a partnership to track and measure sponsorship value across Kings League's full global portfolio, covering Video Analysis and Social Media Analytics across nine leagues and two annual World Cups. Founded in 2022 by former FC Barcelona defender Gerard Piqué, Kings League is a seven-a-side ... read more