News

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 ... 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, ... read more

Rory Natkiel appointed Chief Strategy Officer, Mike Grumbridge named Managing Director, and Lynn Jung joins the strategy team at Sid Lee Sport Sid 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 ... 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 ... 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 ... 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 ... read more

Fleet of Fiat vehicles to be made available to athletes The 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. ... 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 ... 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 ... 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 ... 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 ... 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 ... 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 ... 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 ... 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 ... 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 ... 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 ... read more

ESL FACEIT Group (EFG), the leading esports and video game entertainment company, and Shikenso Analytics today announced their collaboration to evaluate brand partnership performances across the largest esports events worldwide. In its role as a new data partner, Shikenso will provide EFG with advanced media valuation services on a holistic level. As part of the multi-year agreement, Shikenso Analytics will deploy its brand partnership tracking solution at all major esports events organised ... read more

Olympic Champion Kellie Harrington and Paris 2024 Medallists Philip Doyle and Orla Comerford headline The Olympic Federation of Ireland’s Dare to Believe School Programme, supported by Allianz, for the second year running, has teamed up with the PEXpo for the 11th annual Dare to Believe PEXpo, which takes place at the National Indoor Arena on the Sport Ireland Campus in Dublin, on Thursday 10 April 2025. The keynote speaker will be two-time Olympic Champion and Dare to Believe ambassador, ... read more

Today, Sky has announced it will be the headline sponsor of the Isle of Wight Festival, in a multi-year deal. The exclusive partnership, that confirms the event as Sky’s first major festival partner, will see content from the festival broadcast across three Sky TV channels, as well as immersive and interactive on-site activations throughout the festival. The partnership sits naturally within Sky’s well-established music offering across programming, platform and customer experiences. Sky ... read more

Wasserman further strengthens brand and broadens global reach Global sports, music, and entertainment company Wasserman has announced today that bluemedia, acquired in March 2025, has rebranded as Wasserman. The bluemedia team will operate under the banner of Wasserman Live, Wasserman’s branding and signage, custom fabrication, live event production and experiential operations division. This acquisition and subsequent rebrand reaffirms Wasserman’s ambitious growth strategy ... read more

XTRATUF is proud to continue its partnership with the Royal National Lifeboat Institution (RNLI). It will give a pair of bespoke sliders to every lifeguard this summer, as a thank you for their ongoing dedication to keeping beach visitors safe during the summer months. This marks the second year that XTRATUF has partnered with the RNLI, further strengthening their commitment to supporting the charity's vital lifesaving work. The first year of the partnership saw XTRATUF donating £10,000 ... read more

Sponsorship and brand partnership agency Reg&Partners have announced their appointment by Thorough Events to secure sponsors for their 2025 events. Thorough Events is a leading global automotive concours and events company that organises four leading concours events and two tours for the world’s best owners of classic cars. The London Concours (3-5 June) is the capital’s leading automotive summer garden party. Held at the Honourable Artillery Company, this three-day celebration sits at ... read more

Sid Lee Sport will integrate world-class creativity, sponsorship expertise and flawless operational delivery to maximise effectiveness and challenge the sport industry’s status quo. Multi-disciplinary creative powerhouse, Sid Lee, has today announced the launch of a new global sport practice: Sid Lee Sport. The new vertical becomes the group’s global specialist agency for sport, providing a range of sponsorship, creative, and operational services for sponsors, rights holders and ... read more

Co-op Live, the UK’s largest indoor arena and one of the world’s most sustainable live entertainment venues, is proud to announce a new partnership with OVO, a leading energy provider. This collaboration strengthens Co-op Live’s commitment to sustainability while enhancing the experience for music fans and OVO customers alike. Through this partnership, Co-op Live and OVO will champion shared values of sustainability and decarbonisation. OVO’s mission to make energy better for people and the ... read more

Manchester City has today announced a new regional partnership with Wake-Up 247, that willsee the energy drink brand become the Club’s Official Energy Drinks Partner in Vietnam. Wake-Up 247 is a prominent Vietnamese energy drink brand that has successfully built and developed its presence in the local market for over 10 years. This coincides with Manchester City’s popularity in Vietnam with the Club having the largest follower growth of any Premier League Club in the last decade, and over ... read more

Manchester City Women has today announced a new global partnership with leading Blood Flow Restriction (BFR) wearables company Hytro. The performance partnership will see the team utilise Hytro wearables and technology as part of its world-leading approach to athletic performance and recovery. Hytro is the latest in a growing portfolio of brands to partner with Manchester City Women, whilst Hytro’s track record of working with the best teams across global sports will see them add City to ... read more

AEG Global Partnerships, and Aichi International Arena Co. Ltd have announced the names of five more partner brands for IG Arena, the new 17,000-seat multi-purpose arena for sports and entertainment in Aichi, Japan, set to open in May 2025. NTP car dealership, payments company, Docomo, MUFG Bank and Yamazaki Mazak, the machine tool manufacturer, are the Japanese-based businesses named as founding partners alongside Suntory Spirits, previously announced ... read more

A unique collaboration that combines the passion of Paris Saint-Germain with Novotel’s signature hospitality, offering football fans and travellers a journey into the lives of their favourite legends. Novotel Hotels and Paris Saint-Germain (PSG) have unveiled an exciting new initiative, the Novotel Legendary Rooms. This innovative project brings to life the legacies of iconic PSG players through immersive hotel rooms located in flagship Novotel hotels worldwide. Each ... read more

Carlsberg and UEFA have today announced a long-term partnership deal making Carlsberg the Official Beer of UEFA National Team Football. This includes UEFA EURO 2028™ and UEFA Women’s EURO 2029, UEFA Nations League Finals™ and UEFA Women’s Nations League, Men’s & Women’s European Qualifiers and UEFA Futsal EURO™. Kicking off with the return of the European Qualifiers, the first competition of the sponsorship in March 2025, the deal marks the return of Carlsberg to the ... read more

Fnatic, the London-based global esports performance brand, is proud to announce its selection for the 2025 Esports World Cup Foundation (EWCF) Club Partner Program. This initiative, now entering its second year, brings together 40 of the world’s top esports teams, providing mutual support and investment to help elevate the competitive scene and deepen fan engagement leading into the 2025 Esports World Cup. Fnatic's selection for this program reflects its more than 20-year track record ... read more

London Sport – a charity aimed at helping Londoners lead longer, healthier and happier lives through sport and physical activity – announces an exciting new partnership with advertising agency Saatchi & Saatchi. The collaboration sees the launch of a compelling new campaign, More Ball Games, to unlock sport, play and physical activity for all. With an estimated 7,000 signs across London alone, a new Banksy-styled campaign has been rolled out in Lambeth to shine a spotlight on ... read more

Shikenso Analytics, a leader in sponsorship analytics, is proud to announce that it has been honored with the prestigious ESA Award in the Best Use of Measurement & Insight category. Among seven noteworthy finalists, Shikenso Analytics emerged as the winner, marking a significant achievement in an intensely competitive field. The awards ceremony took place on 13 March at The Brewery in London, bringing together some of the most influential players in the European sponsorship sector. ... read more

Fadi Zouein will represent the organisation to develop strategic partnerships with brands from the region AEG Global Partnerships, a division of AEG, the world’s leading sports and live entertainment company, has appointed Fadi Zouein to the role of Vice President, Global Partnerships, Middle East. In the newly created role, Zouein will focus on developing strategic partnerships with Middle Eastern brands for the company’s portfolio of global assets. He will be responsible for ... read more

The partnership has been recognised for delivering world-class experiences to customers of both brands Cathay and LW Theatres are thrilled to announce that they have won the coveted Arts & Culture Sponsorship – Medium to Large Scale award at the 2025 ESA Awards, held in London on 13 March. This recognition highlights the groundbreaking partnership between the two companies, setting a new benchmark in commercial theatre sponsorship. Launched in June 2024, the collaboration between LW ... read more

West Ham United have been making their presence felt Stateside ahead of this summer’s Premier League Summer Series tour across the Atlantic. The Hammers will be heading to the United States in late July and early August to take on Manchester United, Everton and AFC Bournemouth for a four-team pre-season tournament with double-header fixtures to be played in New Jersey, Chicago and Atlanta. Graham Potter’s men will face Everton in Chicago on 30 July, and in the run-up to Saturday’s ... read more

Ryder Cup Europe has won the Rights Holder of the Year Award, sponsored by caytoo, at the prestigious 2025 ESA Awards, which took place in London on 13 March 2025. Ryder Cup Europe won the Award for its record-breaking sponsorship activation programme at the 2023 match in Rome. It was the biggest commercial programme in Ryder Cup history, with 37 partners in total and seven Worldwide Partners, with a record 153% increase in sponsorship revenue compared to the previous cycle.  The ... read more

Trautwein named Head of Experiences, Octagon Europe Butters appointed Head of Strategy, Octagon Europe Octagon today announced the elevations of two senior executives across the agency’s European marketing division. Dennis Trautwein has been promoted to Head of Experiences, and Adam Butters has been named Head of Strategy. Trautwein, based in Octagon’s Frankfurt office, and Butters, based in Octagon’s London office, will continue to report directly into Jeff Meeson, Managing Director, ... read more