News

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

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

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

Fleet of Fiat vehicles to be made available to athletesThe Olympic Federation of Ireland and Fiat are announcing a new four-year partnership, which will see the iconic Italian car brand become the Official Car Partner of Team Ireland through the Milano Cortina 2026 Winter Olympic Games and the Los Angeles 2028 Summer Olympic Games.The partnership is focused on supporting athletes’ performance by providing transport solutions to aid training, competition, and day-to-day commitments. Under the ... read more

Shikenso Analytics, a trailblazer in AI-driven sponsorship valuation, is proud to announce its latest partnership with esports powerhouse, Alliance. This collaboration marks another exciting milestone in Shikenso’s mission to empower the world’s leading teams with data-driven insights, strengthening its momentum and growing presence at the forefront of the esports analytics landscape.Gothenburg-based Alliance, a major force in competitive gaming with successful rosters across multiple esports ... read more

Global tech company powers new digital fan experiences for America’s Formula 1 team Global cloud communications platform Infobip has signed a multi-year partnership with the MoneyGram Haas F1 Team, helping the Team to create deeper connections with fans worldwide. Infobip’s technology will power a new era of digital engagement, delivering real-time, personalized experiences that bring fans closer to the action.With a shared commitment to engineering excellence and innovation, the partnership ... read more

The Edinburgh Festival Fringe Society is delighted to announce the continuation of its partnership with the AI research and development company Anthropic, as the Official Education Partner of the Fringe for 2025. Anthropic is the team behind Claude.Anthropic previously partnered with the Fringe Society in 2024, where they delivered a series of workshops helping artists, media professionals and academics learn how Claude can aid the creative process; and heard feedback on AI from the Fringe ... read more

Pepsi® has today announced its new roster of unstoppable female global ambassadors who are redefining the game ahead of an unmissable summer of football. Existing global ambassador, Leah Williamson, will be joined by two-time Ballon D’Or Féminin winner and celebrated playmaker Alexia Putellas, England’s game-changing visionary, Lauren James, dynamic Norwegian winger and record-breaking performer, Caroline Graham Hansen and Farah Jefry, a leading ... read more

Vodafone and UK National Parks have today announced a new three-year partnership that will use the power of Vodafone’s network and cutting-edge technology to help protect ecosystems, engage local communities, and support the future of the National Parks.The partnership will initially focus on the rollout of AI-powered habitat mapping across all fifteen parks. This will help transform the approach to conservation, by securing detailed habitat and biodiversity data in just a fraction of the time ... read more

Millwall Football Club is delighted to announce a new partnership with Eleven Sports Media as the official front-of-shirt sponsor for the Millwall Lionesses First Team on a long-term deal from the 2025/26 season.Reinforcing their commitment to support the club’s deep community and ties and grow the women’s game, Eleven’s investment will directly support the Millwall Community Trust, who through the Millwall Lionesses First Team are helping provide a pathway for young female footballers to ... read more

Integrated brand engagement agency Havas Play UK expands its management team with the promotion of Charlie Hugill to group managing partner and the hiring of Tom D’Arcy and Karl Newman as managing partners. The additions of D’Arcy and Newman bolster Havas Play’s UK management team, readying the network for its next phase of growth and advancing its mission to help clients play meaningfully in culture and activate in the places that matter most to people. First having joined Havas in 2014, Hugill ... read more

Women's Professional Leagues Limited (WPLL) has appointed leading sports marketing business Two Circles as its exclusive sponsorship agency for the Barclays Women's Super League (WSL) and Barclays Women's Championship (WC). The partnership, running until the end of the 2028/29 season, marks a major step in WPLL’s mission to build the most distinctive, competitive and entertaining women’s football club competition in the world.WPLL, formed in 2024 and led by CEO Nikki Doucet, now oversees the ... read more

Today, Toyota announces a new, multi-year partnership with the England and Wales Cricket Board (ECB). The agreement sees Toyota become the new Principal Partner to England and Wales cricket from May 2025.In its new role, Toyota commits to supporting England’s men’s, women’s and disability cricket teams and fostering the growth of grassroots participation nationwide, encompassing all ages, abilities, and backgrounds.The ECB partnership spans a range of Toyota business operations in the UK, all ... read more

RTR Sports Marketing is proud to announce a thrilling new partnership between ION8, the innovative hydration brand, and the MotoGP World Championship, the pinnacle of two-wheeled motorsport. This licensing agreement designates ION8 as the Official Bottle of MotoGP for the upcoming seasons, blending cutting-edge hydration solutions with the world’s fastest motorcycles.A thrilling partnership with the top class of motorcycle racing ION8, known for its sleek, reusable ... read more

Sponsorship and brand partnership agency Reg&Partners announce Fujifilm as the official sponsor of the Photography category for the next 3 editions of the Signature Art Prize, celebrating emerging artistic talent from around the globe.Renowned for its commitment to innovation and excellence in imaging, Fujifilm's sponsorship marks an exciting partnership that places the power of visual storytelling at the heart of contemporary art.The Photography category, consistently one of the most ... read more

Sponsorship and brand partnership agency Reg&Partners have announced their appointment by the Design Council to secure sponsorship and commercial partnerships with organisations for the World Design Congress 2025.The prestigious World Design Congress is coming to London for the first time in over 50 years this September. Bringing together design innovators, business leaders and academic thinkers from around the globe to connect, share learning and inspire action around this year’s theme; ... read more

The EE Disability FA Cup will make its highly anticipated return for its ninth edition this summer, taking place at St. George’s Park across the weekend of 28-29 June 2025.This year, the tournament will feature a new name, as the EE Disability FA Cup. Following their continued support and partnership of the tournament since 2022, EE becomes the official title partner for the next four years, enhancing the competition’s alignment with its other prestigious counterparts – The Emirates FA Cup and ... read more