News

The Scottish Event Campus (SEC) is pleased to announce the appointment of Debbie McWilliams as Chief Commercial Officer (CCO) and her formal appointment to the SEC Board.Debbie steps into the newly expanded role, within new Chief Executive’s Dominic McKay’s Executive Team at the SEC. This following a successful tenure as Interim Managing Director of Strategy and People. In her new capacity, she will continue to lead Live Entertainment, Commercial, Hospitality, Ticketing, with her remit now ... read more

Factory International has unveiled its roster of partners confirmed for Manchester International Festival 2025 (MIF25), including Molson Coors and Tinder, as it prepares to bring another summer of world-class culture to the city this year.Anchored at Aviva Studios – the landmark home for Factory International – and spanning locations across Greater Manchester, MIF25 will once again be powered by a diverse mix of global brands, regional champions, and creative collaborators.More than 1,000 local ... read more

In a media-first move, global publishing powerhouse Penguin Random House partners with Sky to bring bestselling author James Patterson's non-fiction to screens as the exclusive channel sponsor of Sky Crime & Investigation. Brought to life by Havas Play as part of a wider campaign by Arena Media, with creative by Gunpowder House, the first-of-its-kind sponsorship marks a bold new chapter for both Penguin Random House and the Patterson brand. The campaign aims to boost the James Patterson ... read more

Unilever-owned Hellmann’s has unveiled its latest integrated campaign, “Be A BBQ Gamechanger,” created by Wasserman, as part of its global UEFA Women’s EURO 2025™ platform “Be a Gamechanger.” The campaign aims to rally fans to step up and make a difference – both on and off the pitch – by turning everyday BBQs into mouthwatering matchday moments.Crafted by Wasserman’s creative team, led by Executive Creative Director Alex Kemp, the campaign draws on a powerful cultural insight: the growing ... read more

Sid Lee Sport today announced the appointment of Tom Ramsden as its U.S. Managing Director, a newly created role underpinning the agency’s strategic growth objectives in the region. Ramsden has over 20 years of experience in driving growth and transforming businesses from the ground up. He moves from his position as President of Sid Lee North America — which he has held for the past two-and-a-half years — to lead and expand the group’s global sport practice in the U.S., working closely with Sid ... read more

By Chloe Ng TriquetResearch from Ampere Analysis estimates that the 2025 UEFA European Women's Championship will generate at least €32.5million in sponsorship revenue, a 112% increase on the previous event in 2022. Expansion in the fanbase for the Women's EURO has been a key driver of this growth. Ampere’s Sports Consumer data indicates that 76% of European sports fans now enjoy watching the Women's EURO live on TV, up from 53% just two years ago. Crucially the women’s fanbase has different ... read more

Millwall Football Club is delighted to welcome FXD Capital on board as The Lions’ Official Sleeve and Banking & Deposit Partner for the 2025/26 season.FXD Capital is a London-based brokerage firm, whose leadership have decades of experience in cash management. Working with corporates, charities, and non-bank institutions that are safeguarding client money, helping these depositors achieve the best from their cash holdings.FXD achieve this by helping their treasury and finance teams improve ... read more

Club Car, a global industry-leading manufacturer of small-wheel, zero emissions vehicles, has signed a new agreement to remain as an Official Supplier of the DP World Tour until the end of the 2027 season, and as a Worldwide Supplier of the Ryder Cup until 2027.  The longstanding partnership between the DP World Tour and Club Car began in 1999 and its vehicles are vital to the staging of DP World Tour tournaments around the globe, supporting numerous aspects of tournament operations and ... read more

The Royal Edinburgh Military Tattoo has today announced Vodafone as its new Presenting Partner, marking the beginning of an exciting partnership that stems from shared values and a commitment to supporting military and local communities.Joining Glenfiddich, Innis & Gunn and Pentland Land Rover, this partnership marks a significant milestone for Vodafone as it continues to strengthen its presence in Scotland and deepen its relationships with the Ministry of Defence (MOD) and other key ... read more

Brentford Football Club has agreed a new partnership with Indeed, the world’s number one jobsite and a leading job matching and hiring platform, as the club’s new official training wear partner and official recruitment partner, beginning from the 2025/26 season. Indeed will feature on all training kits worn by Brentford men’s first team and B team, women’s first team, academy teams and coaching staff.As official front of training wear partner, Brentford’s men’s first-team players will wear ... read more

 Flogas, the experts in gas, electricity and renewable energy solutions has reaffirmed its commitment to Irish sport by renewing its partnership with the Olympic Federation of Ireland (OFI) through to the LA 2028 Olympic Games. As the Official Energy Partner of Team Ireland, Flogas will continue to energise Irish athletes at every stage of their journey to Olympic success.At the heart of this renewed partnership lies the Flogas Performance Programme, a new initiative ... read more

The Collective® Economy: A Global Understanding of Women’s Buying Power offers insights from 8,700 women across 10 countries, unlocking a timely opportunity - and new ways - for brands to better connect with the world’s most influential consumerThe Collective®, Wasserman’s women-focused global advocacy and advisory business, today released the first installment of The Collective® Economy: A Global Understanding of Women’s Buying Power, a major international study that explores how ... read more

Debenhams.com will be the first headline partner of Camp Bestival 2025 - 2026 kickstarting this summer. Debenhams, Britain’s online department store, is proud to unveil an exclusive two-year partnership as the first headline partner of Camp Bestival, the UK’s Leading Family Festival, held at Lulworth Castle on Dorset’s stunning Jurassic Coast.As a headline partner, Debenhams will deliver an immersive festival experience for the first time from 31st July - 3rd August 2025. A festival created by ... read more

Wasserman has promoted Shelley Pisarra to Chief Insights and Innovation Officer, where she will report to Wasserman Chief Operating Officer Darrell Coetzee.In her new role, Pisarra, who previously served as Executive Vice President, Global Insights, will develop strategies and platforms that will accelerate growth across the sports, music and entertainment landscape, using best practices and proven methodologies that have been a foundational part of the growth of Wasserman's ... read more

Shikenso Analytics, the AI-powered sponsorship analytics specialist for sports and esports, is proud to announce the renewal and expansion of its partnership with German esports powerhouse Eintracht Spandau. The ongoing collaboration reflects a shared commitment to innovation, measurable media value, and enhanced partner visibility. Formed in 2021, Eintracht Spandau quickly rose the ranks to establish itself as a top German esports team under the leadership of Maximilian “HandOfBlood”: Knabe. ... read more

Shikenso Analytics, the AI-powered leader in sponsorship analytics for sports and entertainment, has joined forces with Baller League as its Official Sponsorship Analytics Partner. The partnership aims to redefine how brand visibility, commercial impact, and audience engagement are measured in today’s dynamic entertainment landscape. The Baller League, a high-energy 6v6 indoor football format, combines elite competition with star power - including football legends like Gary Lineker, John Terry, ... read more

PUMA, KidSuper and Manchester City have launched a new collection, including a special edition kit for this summer’s football tournament in the United States. The iconic two-tone sash is reimagined with a watercolour palette, set against hand-painted graphics inspired by Manchester City’s beloved Poznań celebration. This jersey is a fresh spin on a fan favourite and, as always with Manchester City, packs a whole lot of character.The outfield kit integrates a unique all-over Poznań repeated ... read more

Four Loko, the bold and unconventional premium vodka-based RTD brand, has announced an exciting new partnership with the Academy Music Group (AMG), to become its exclusive Ready To Drink partner across 20 O2 Academy venues.O2 Academy venues, including O2 Academy Brixton and O2 Shepherds Bush Empire, will now stock a range of four Four Loko flavours on their bars, which is a positive development in Four Loko’s expansion into the on-trade and further aligning the brand with live music ... read more

Partnership aims to unlock unprecedented investment and global sponsorship opportunities in the women’s gameMercury 13, the pioneering multi-club ownership group investing in the future of women’s football, has appointed Wasserman – the global sports, music and entertainment company – and its women’s focused advisory business,  The Collective, as its global rights sales team. This strategic partnership will see The Collective lead commercial efforts across Mercury 13’s growing portfolio of ... read more

MotoGP™ has announced a multi-year strategic partnership with Two Circles, the leading sports marketing and fan growth agency, as part of a significant investment to grow its global fanbase, with a specific focus on the US and UK markets.The partnership represents the next stage in MotoGP’s fan growth strategy, underlining the sport’s commitment to building a broader and more engaged global following, and builds on bespoke market research from Two Circles, previously commissioned by MotoGP.Two ... read more

ONSIDE, Ireland’s leading sponsorship consultancy firm, today announced the top sports and non-sports sponsors emerging from its Q1 2025 Quarterly Sponsorship Review.ONSIDE’s Quarterly Sponsorship Review, a barometer of consumer interest in sport and non-sport sponsorship in Ireland since 2016, highlights the continued growth of sponsorship as a key element of the marketing mix. The start of 2025 was buoyant for sponsorship in Ireland, with the number of deals from January to March up 29% on the ... read more

TicketManager, the world’s leading provider of corporate ticket and guest management software, today announced the acquisition of substantially all of the assets of Ovations, a corporate ticketing solutions and hospitality platform serving Fortune 500 companies across key industries.The acquisition adds top-tier enterprise customers to the growing TicketManager community and further strengthens the company’s position as the global leader in corporate ticketing and event management solutions. ... read more

Tommy Hilfiger, part of PVH Corp. [NYSE: PVH], has today launched a new global marketing campaign, created and produced by Sid Lee Sport, to celebrate the fashion retailer’s groundbreaking partnership with the F1® The Movie - the highly anticipated Apple Original Films production premiering later this month starring Damson Idris and Brad Pitt.  The campaign, fronted by F1® The Movie’s breakout star and TOMMY HILFIGER Brand Ambassador, Damson Idris, captures the fearless drive and ... read more

Klarna, the AI-powered payments and commerce network, has today been revealed as the headline sponsor of Latitude festival 2025, marking its first major UK festival sponsorship and the start of a multi-year collaboration.As headline sponsor, Klarna will have prominent branding throughout the festival site and deliver a major on-site activation, bringing its signature bold energy to life through immersive experiences, exclusive perks and giveaways for festival-goers.The sponsorship reflects ... read more

Motorola Solutions has today been named the Official Safety Technology Supplier of the 2025 and 2027 Ryder Cup, professional golf’s renowned biennial team competition between the United States and Europe.The company’s critical communications and video security technology will be integrated at the 2025 Ryder Cup at Bethpage Black in Farmingdale, New York, and the 2027 Ryder Cup hosted at Adare Manor in Limerick, Ireland. Overall attendance throughout the event weeks is anticipated to exceed ... read more

Shakespeare North Playhouse - the award-winning theatre which opened in July 2022 in Prescot, Merseyside, is looking to secure a corporate naming rights partner to support the theatre’s ambitions over the next decade. When secured, it is thought that this will be the first deal of its kind for an established regional theatre in the UK.The partnership, which is likely to exceed £300,000 annually, will help to drive forward Shakespeare North and Knowsley Council’s vision for the Playhouse, Prescot ... read more

Sponsorship and brand partnership agency Reg&Partners have announced the recruitment of Khadeen O'Donnell.O'Donnell, a sponsorship and partnership expert within the arts and culture sectors, will join the Reg&Partners partnerships team focusing on the strategic development and management of their current client portfolio as well as bringing in new business.Karen Morris MD at Reg&Partners commented: "Khadeen has vast experience of working with complex corporate enterprises together ... read more

The Kansas City Chiefs have brought a fresh design to one of London’s iconic black cabs, with the NFL franchise unveiling a one-off team-livery for the iconic vehicle at an event on The Queen’s Walk.It is the first-ever brand activation to be conducted by the four-time Super Bowl champions in the UK and comes after the Chiefs were awarded marketing rights in the country as part of the NFL’s Global Markets Program (GMP) in March 2025.Alongside the unveiling of the branded London black cab, the ... read more

Move brings Wasserman's Spanish business together under one roofGlobal sports, music, and entertainment company Wasserman has further strengthened its capabilities in Spain with the opening of a brand-new office in downtown Madrid, as the company reinforces its commitment to growth in Spain and Europe at large.The move brings the Wasserman Spain business – which currently operates across brand and property marketing, rights sales and talent representation – together in one central hub, fostering ... read more

Today, Elevate, a global, integrated agency network committed to helping properties, brands and universities forge deeper connections with their audiences to unlock growth, has announced the acquisition of RISE Group (RISE), a leading commercial services consultancy in the Middle East. This deal is subject to customary regulatory approval. Elevate expands its global network in partnership sales and brand representation by harnessing RISE's proven expertise. This move also extends Elevate’s ... read more

Dell, Metro Bank, BT, AXA, Love Finance, Intel, Sage and Sky AdSmart Join SME XPO to champion UK scale-ups SME XPO, the UK’s leading event dedicated to the scale-up business community, is proud to announce an expanded roster of headline sponsors and media partners for its 2025 show. Returning for the third consecutive year, Dell Technologies continues its commitment to innovation in the SME sector. Joining as new sponsors are Metro Bank, BT, AXA, Intel, Love Finance, and Sage, bringing broad ... read more

Barclays continues to expand its impressive sponsorship portfolio through multi-year venue partnerships, aligning with some of the UK’s biggest passionsAhead of a huge summer of events, Barclays today announces its brand-new partnerships with two of the most iconic live venues in the UK, becoming Founding Partner of Co-op Live and Principal Partner of The O2.For over 25 years, Barclays has provided unparalleled access to the biggest moments in music, sport and the arts through their committed ... read more

Global streetwear giant SNIPES and luxury fashion house MCM have launched a bold, cross-continental campaign to celebrate their new capsule collection “Make It Miami”— a fusion of premium fashion, unapologetic streetwear, and raw cultural energy. To bring the campaign to life, Ear to the Ground along with global music mogul and longtime SNIPES Chief Creative Officer DJ Khaled serves as the face of the collection, embodying the dynamic energy of Miami, a city he calls home. Set against the ... read more

Volleyball World has agreed to a partnership with sponsorship valuation specialist Shikenso Analytics to take its sponsorship performance reporting to the next level.As volleyball continues to grow across global arenas and digital platforms, this partnership equips Volleyball World with cutting-edge AI tools to monitor brand exposure in real time, across both live and replay broadcasts of volleyball and beach volleyball events, as well as on VBTV and social media.From courtside sponsor boards to ... read more

Pepsi® has brought together football legends from across generations, clubs and countries in a new star-studded, global campaign. Refresh the Game features today’s icons of football united with legends of the past, as they refresh Pepsi’s most memorable footballing moments over the past 50 years.  For half a century, Pepsi has been at the heart of football culture, delivering era-defining films that shine a light on the sport's most legendary figures. From Pelé’s debut ... read more

Leading esports entertainment company BLAST has renewed and expanded its partnership with Shikenso Analytics, reinforcing its commitment to providing brands with world-class sponsorship measurement solutions across its global tournament ecosystem.Having worked together since 2023, BLAST and Shikenso have built a strong foundation for data- driven brand evaluation and fan engagement insights. Through this new multi-year agreement, Shikenso Analytics will continue to track and analyze brand ... read more

Resmed, the leading health technology company focused on sleep, breathing and care delivered in the home has been named the Official Sleep Partner of the Qatar Airways British & Irish Lions Tour to Australia. The Tour brings rugby fans’ dreams to life over a six-week period.For the first time in 12 years, The Lions squad, alongside an estimated 40,000 fans, will battle it out with the Wallabies, Super Rugby Pacific teams, and exhibition sides in six cities across Australia.As the Official ... read more

Global interest in Paris Saint-Germain is trending towards an all-time high, after they qualified for the 2025 UEFA Champions League final.In the wake of this surge, PSG gained over 188,000 new Instagram followers in just 24 hours from May 7-8, following their second-leg victory over Arsenal, which saw the club advance to Munich.This marked the highest spike in follower growth the club has experienced this season.While many sports teams continue to centre their brands around superstars, PSG’s ... read more

Multiple Tour de France champion Tadej Pogačar (26) has entered into a long-term partnership with Continental, a global leader in tire technology. The relationship is rooted in shared values: performance, safety, and mutual respect on the road — for all road users.Continental has long been a trusted name in both automotive and cycling worlds, and this new partnership with one of cycling’s greatest modern talents marks a natural extension of that dual commitment.Safety and performance — ... read more

The Netball Super League (NSL) has announced a new partnership with wealth management group Evelyn Partners in a deal brokered by Reg&Partners.The partnership sees Evelyn Partners, a leading wealth management group, commit their support to the NSL in a multi-year deal for the League with immediate effect.Evelyn Partners will work closely with the NSL as they strive to grow awareness of their wealth management services for women, helping to level the playing field between male and female ... read more

Wasserman’s industry-leading football talent representation business enhances its presence in BelgiumGlobal sports, music, and entertainment company Wasserman has acquired football talent representation business SportPlus, in a deal announced today by Wasserman Vice President, International Operations, Global Football, Lee Charnley. As part of the acquisition, Co-founders of SportPlus, Nico Vaesen and Evert Maeschalck will both join Wasserman as Senior Vice President, International ... read more

Global sports company PUMA and Manchester City have today unveiled the 2025/26 Home kit. For the first time in the Club’s history, the Home kit features the famous ‘sash’ – the diagonal stripe design made iconic on previous City away days. The fresh new iteration of the Home jersey pairs the unmistakable sky-blue City base with a white sash, that has been reimagined for the next generation. First introduced on kits in the 70s and worn by club greats such as Mike Summerbee, Colin Bell, Francis ... read more

Rory Natkiel appointed Chief Strategy Officer, Mike Grumbridge named Managing Director, and Lynn Jung joins the strategy team at Sid Lee SportSid Lee Sport has today announced two major leadership promotions, and a new hire within its strategy team, signalling the company’s continued growth and strategic ambition. Mike Grumbridge, formerly the Group Account Director, steps into the role of Managing Director (MD), while Rory Natkiel, previously Head of Strategy, becomes the agency’s new Chief ... read more

Global esports powerhouse Fnatic has renewed its partnership with Shikenso Analytics, the German AI company renowned for delivering advanced sponsorship tracking and media valuation solutions. The continued collaboration reinforces Shikenso’s role as a leading analytics provider in the ever-evolving esports ecosystem.With rosters competing in top-tier titles like League of Legends, VALORANT, APEX and Counter-Strike, Fnatic commands millions of fans and a global following. Backed by leading ... read more

Today marks a new chapter for women’s football in England as the Women’s Professional Leagues Limited (WPLL) reveals new company and league names, new emblems and a new visual identity for the women’s professional game.From today, Women’s Super League Football (WSL Football) becomes the name of the independent company overseeing the top tiers of women’s professional football following a formal change from WPLL.In addition, the Barclays Women’s Championship will become the Barclays ... read more

Shikenso Analytics, a leading provider of AI-powered sponsorship intelligence, is proud to announce the renewal of its partnership with Triton Poker Series, home to the world’s most prestigious high-stakes poker tournaments. This continued collaboration highlights Shikenso’s role as a technology leader in sponsorship analytics, delivering advanced solutions across premium sports and entertainment properties. With its AI-powered tools, Shikenso will support Triton Poker Series in measuring brand ... read more

McDonald’s UK has officially teamed up with global esports powerhouse Fnatic in a brand-new partnership that brings together two icons of culture – food and gaming.The collaboration kicks off with the MAKE IT HOT launch event, celebrating the return of McSpicy® x Frank’s RedHot® and introducing the NEW Frank’s RedHot® Mayo dip-bringing bold flavour across the menu. At the heart of the partnership is a focus on authentic engagement -leveraging Fnatic’s influence, from pro players to millions ... read more