News

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

RTÉ Commercial has today announced Mercedes-Benz Ireland will return as the official car partner of The Traitors Ireland, coming to RTÉ One and RTÉ Player later this year. Mercedes-Benz Ireland once again partnered with The Traitors Ireland production to position six graphite grey Mercedes-Benz GLC SUVs for the duration of filming, delivering a luxurious travel experience for the players to and from missions at the show’s iconic setting of Slane Castle, Co. Meath. The sponsorship agreement, ... read more

Shikenso’s independent Social Intelligence Report tracked 37,519 posts across all 48 national teams — and found that online attention never followed the trophy. Spain lifted the 2026 World Cup. By follower growth, they finished 17th of 48. That single line is the clearest summary of what Shikenso, the sponsorship and social-intelligence company, found after tracking every national team through the tournament: at a modern World Cup, the scoreline and the audience are two different ... read more

The Esports Foundation (EF) and Lenovo today announced an expanded partnership, with Lenovo becoming a Global Partner of the Esports World Cup 2026 (EWC) and powering the world’s largest esports event with its high-performance Legion gaming devices. The EWC 2026 will be bringing the world’s largest esports event to Paris for the first time, welcoming more than 2,000 players, 200 esports teams and fans from over 100 countries between July 6 and August 23. As EWC expands into the international ... read more

Three Ireland has officially launched City Stages 2026 on TikTok, its flagship initiative dedicated to discovering and championing Ireland's next generation of musical talent. Returning for its fifth year, the programme will see three emerging artists earn the opportunity to perform alongside Tinie Tempah on the Electric Picnic Main Stage, one of the biggest career opportunities available to emerging Irish artists.   This year's competition is once again open to artists from ... read more

The countdown is officially on as Breast Cancer Ireland launches the 2026 Very Pink Run, proudly supported once again by Very, Ireland’s leading online retailer. Back for another year of pink-powered fundraising, this unique and family focussed feelgood event, will see three large scale live events take place across Dublin, Kilkenny and Cork between 29 August and 6 September – all in support of ground breaking breast cancer research and nationwide awareness and education ... read more

This summer, SailGP appointed sports sponsorship and communications agency Fuse to lead PR and communications activity ahead of the Emirates Great Britain Sail Grand Prix taking place in Portsmouth, 25th and 26th July. Working together in partnership Fuse has delivered a fully integrated communications strategy to drive national and regional coverage of the event, working to raise awareness of both the race and the SailGP brand among sports, lifestyle and entertainment audiences. As part ... read more

Sporting Group International (SGI) has secured a valuable eSIM partner for the World Players Super League (WPSL), the largest golf tour in the world. The WPSL’s two-year deal with Yesim, a Swiss-based provider of eSIM mobile data services for international travellers, is a global first that is said to be worth a substantial six-figure sum. Yesim is the first eSIM company to sponsor a global golf organisation, with exclusive eSIM rights for all of WPSL’s tournaments, estimated to ... read more

RTÉ Commercial today announced Honda as sponsor of Today with David McCullagh RTÉ Radio 1, weekdays 9am - 11am. Broadcasting directly after Morning Ireland in the time slot of 9am to 11am, Today with David McCullagh is one of Ireland’s biggest radio shows. The programme features analysis and debate around the top national and international stories of the day, spanning news, politics, sport and entertainment. It also features regular advice segments on money, travel, ... read more

EXCLUSIVE THREE+ PRESALE ACCESS AVAILABLE NOW Missed out on Electric Picnic 2026 tickets? Don't panic, with the return to Electric Picnic 2026 as the festival's first-ever Main Stage sponsor, Three Ireland is giving its customers one final chance to secure coveted tickets to the sold-out festival. As the festival's first official Main Stage sponsor, Three is bringing customers closer to the action than ever before, with Three+ customers enjoying a range of exclusive experiences, ... read more

RTÉ Commercial has today announced Centra as the official food partner once again of The Traitors Ireland, coming to RTÉ One and RTÉ Player later this year. Centra will leverage the partnership through a dynamic in-store activation programme, complemented by a multi-platform media campaign across radio, digital and social. As part of the collaboration, Centra supplied a selection of fresh fruit, pastries, snacks and juices for the contestants' daily breakfast buffet, as well as a range of ... read more

Ryder Cup Europe and the PGA of America today announced that Stripe has signed a new agreement to become a Worldwide Partner and the Official Payment Solutions Partner to golf’s greatest team contest—the Ryder Cup. Established in 1927, the biennial competition pits 12 of the top professional golfers from the U.S. and Europe against each other in a head-to-head match play competition that has become one of the world’s greatest sporting events, captivating an audience of millions around the ... read more

British Cycling, in partnership with Lloyds, has launched Sofa to Saddle, a brand new, free to use app to help inspire and enable the nation to get on their bikes.  New YouGov research has found that the average Briton now clocks up over 18 hours of sofa time per week. Yet, the research reveals a massive desire for change: 70% of the public openly admit they think they should exercise more, but are held back by practical hurdles, with over a third (34%) explicitly stating they ... read more

RTÉ Commercial has today announced DiscoverIreland.ie, as sponsor of The Traitors Ireland, returning to RTÉ One and RTÉ Player later in the year.   The sponsorship deal with DiscoverIreland.ie includes 240 DiscoverIreland.ie credited stings airing across The Traitors Ireland episodes on RTÉ One and RTÉ One +1 and including The Traitors Ireland Uncloaked.   The deal also covers live broadcasts on RTÉ Player, all available catch-up episodes, and sponsor logos on all ... read more

SOUNDS OF SUCCESS AS CO-OP EXTENDS PARTNERSHIP WITH FIVE LIVE NATION UK FESTIVALS Co-op has today announced that it is to renew its music festival sponsorship across several Live Nation UK festivals for a further five years, following eight successful years attending the UK’s most iconic live music events with its pop-up convenience stores. Originally signed in 2018, this five-year extension will see the UK’s leading convenience retailer remain as the official supermarket sponsor of ... read more

Dreams will sponsor premium programme titles on Channel 4 streaming, with mascot Beddie appearing alongside hit shows including Frasier, Everybody Loves Raymond and Dexter plus daily content on eight other TV channels  Dreams, the UK's most loved1 bed retailer, has partnered with Channel 4 in a 12-month sponsorship deal brokered by Havas Media UK. The bespoke ‘Entertainment You Love’ package includes linear activity across Narrative Entertainment and a breadth of UKTV channels supported ... read more

Leading global sports, music and entertainment company, THE·TEAM, has been appointed the exclusive global sales agency of record for the World Surf League (WSL). THE·TEAM’s specialist Rights Sales group will work closely with the WSL to identify and secure a global entitlement partner for the League, creating new opportunities for brands to align with one of the world’s most culturally relevant and lifestyle-driven sports properties. As the global home of professional surfing, the WSL ... read more

Phoebe Barter, Aviva's Group Brand Director, said: “Aviva Arena will become a landmark destination for the South West of England, transforming Bristol’s iconic Brabazon Hangars – birthplace of all the UK’s Concorde supersonic jets – into a state-of-the-art live entertainment destination, together with the Aviva Stadium in Dublin and Aviva Studios in Manchester. “It’s about bringing Aviva Arena to life now, well ahead of opening. Through the magic of stop-motion film and a beautiful model ... read more