News

Recognition includes prestigious “Agency of the Year” award Elevate, the full-service global sports and entertainment agency, has been awarded two wins and a highly commended accolade at the prestigious Sports Industry Awards (SPIA) 2026, reinforcing its position as the Middle East’s premier sports and entertainment consultancy. The SPIA 2026 winners were announced at the Awards Gala Dinner on Wednesday, 13th May at Space42 Arena inAbu Dhabi. These successes highlight Elevate’s ... read more

Havas Play UK has strengthened its leadership team with a combination of all-female promotions and new hires to lead its next phase of culture-first growth. Charlie Hugill is promoted to Chief Client Officer, Maria Panayi joins as Head of Culture, and Hannah Liu‑Sherman joins as Managing Partner. The new team has been assembled by CEO Nick Wright.  These appointments accelerate Havas Play’s mission to deliver integrated, culture-first work. As ... read more

New research from Cadbury reveals extent of the UK’s love of live music, as Cadbury launches ‘Gift a First Gig’ with Academy Music Group, Ticketmaster and Camp Bestival presented by Debenhams. Britain has a secret superpower. We are, by any measure, one of the world’s great gig-going nations. Independent research commissioned by Cadbury reveals that the average Brit has been to 12 live concerts in their lifetime. Almost half the population (42%) went to at least one show ... read more

XTRATUF is proud to continue its partnership with the Royal National Lifeboat Institution (RNLI) through a new two-year commitment, further supporting the charity’s vital lifesaving work across UK and Irish coastlines. As part of this extended partnership, XTRATUF will supply 500 pairs of bespoke sliders each season, as a gift for new RNLI lifeguards, recognising their dedication to keeping beach visitors safe throughout the summer months. In addition, 200 pairs of Ankle Deck Boots (ADB) will ... read more

New regional hub signals long-term investment in MENA as demand for sport, entertainment and cultural marketing accelerates   Fuse, the global sport and entertainment marketing agency, part of Omnicom Media, today announces the launch of its Dubai office, expanding its presence in the Gulf. The move reflects Fuse’s long-term commitment to the market, building on its presence in the Saudi Arabia, and responds to growing demand from brands seeking to connect with audiences through ... read more

The Manchester-based agency took home the award following previous victories in 2021 and 2024. Their latest success underlines a sustained period of performance and reflects a broader shift in how creative impact is being defined across sports, gaming and entertainment marketing. While much of the industry continues to prioritise visibility and cultural presence, Ear to the Ground focuses on translating fan relevance into measurable brand performance. Built on multi-year investment in ... read more

Think Beyond has launched a new Commercial & Sponsorship Advisory service, aimed at brands and rights holders seeking stronger commercial returns by truly embedding social and environmental impact in their sponsorship work. The new service will be anchored in the Purpose Performance Model, a methodology for identifying, building and measuring sponsorship strategies with purpose at the core. Using this model, Think Beyond will advise rights-holders on how to identify and develop new ... read more

Team Falcons, the Saudi esports powerhouse and back-to-back Esports World Cup Club Championship winners, today announced a new partnership with Shikenso®, the leading AI-powered sponsorship analytics provider. The agreement brings AI-powered sponsorship analytics to one of the most commercially active esports organisations in the world. Founded in 2017 by Musaad "Msdossary" Al Dossary, Team Falcons has grown into a globally recognised force across competitive gaming. The organisation competes ... read more

The Golf Foundation has been confirmed as the Official Charity of the BMW PGA Championship for 2026 and 2027. The long-standing relationship between the DP World Tour, BMW and the Golf Foundation further developed in 2025, with the organisation which delivers ground breaking mental wellbeing work in schools, golf clubs and communities, named the Official Charity of the BMW PGA Championship for the first time. That designation will now continue for the next two editions of the Rolex Series ... read more

Six fastest-growing sectors all primarily target people rather than businesses Five of top seven sectors now consumer-facing compared to last year when four of five top sectors were business-facing The last five years has seen a significant shift back to consumer-facing brands appearing on the front of shirts across professional football, cricket and rugby teams in England. The six fastest-growing sectors who feature as the main front of shirt sponsor all target people rather than ... read more

Partnership reignites following successful collaboration for the London 2022 edition Creative communications agency PrettyGreen and the Laver Cup reignite their partnership ahead of the ninth edition of the ATP sanctioned event in London later this year – the first time it has returned to a host city.  Having previously delivered PR and Influencer Marketing and Talent Management on the last London competition in 2022, PrettyGreen has won the contract again in 2026 to deliver PR, media ... read more

Team Liquid, one of the world’s most iconic esports organisations, and Shikenso, the leading AI-powered sponsorship analytics provider, today announced a five-year extension of their partnership, marking one of the longest and most significant data partnerships in the history of esports. The extended agreement reinforces Team Liquid’s long-term commitment to transparency, innovation, and data-driven commercial excellence. Through Shikenso’s AI-powered analytics platform, Team Liquid will ... read more

MATCHPLAN, an agency specializing in sports and sponsorship marketing, announces its affiliation with the European Sponsorship Association (ESA), becoming the first agency in Romania to join this leading European industry organization. This affiliation comes one year after the agency’s launch and represents a strategic step toward direct connection with the international ecosystem in this field, as well as the consolidation of the agency’s position in the local market. Access to ... read more

The DP World Tour and Amazon Leo have signed an agreement making Amazon’s low Earth orbit satellite network the Tour’s Official Satellite Connectivity Partner. With this collaboration, the DP World Tour will become the first live sports events organiser to utilise Amazon Leo.   Amazon Leo uses over 3,000 low Earth orbit satellites to deliver high-speed connectivity to areas beyond the reach of traditional networks. Starting in 2026, the DP World Tour will deploy Amazon Leo antennas — Leo ... read more

Lenovo, the global technology powerhouse, has expanded its partnership with Formula 1â to power the 2026 F1 Sim Racing World Championship, deploying its high-performance Lenovo Legion devices to equip the sim racing drivers with elite gaming hardware throughout the series. Lenovo will supply the championship with the Lenovo Legion Tower 5i (30L, 10) and Lenovo Legion Pro 32UD-10 gaming monitors. Built for performance, these devices are designed to deliver ultra-fast processing, high ... read more

Live Nation has appointed Chris Marking as Executive Vice President, International Venue Sponsorship, to lead the venue sponsorship program, including naming rights, founding partnerships, venue network deals and overall strategy across its international venue business outside of North America. As live music continues to grow globally, fans are traveling farther for shows and planning more of their lives around the experiences they want to be part of, turning venues into destinations they ... read more

Global sports and entertainment marketing agency Fuse has been appointed as UFC’s retained PR agency across the UK and Ireland.  The announcement comes as UFC, the world’s premier mixed martial arts organisation, continues to strengthen its presence in the region, recently returning to London for UFC FIGHT NIGHT: EVLOEV vs MURPHY at The O2 on Saturday 21st March. Fuse has been working with UFC over the past few months to help strengthen the cultural relevance of ... read more

Ronan Traynor, Founder of Verve, The Live Agency, has appointed Barry Muldowney to Group Managing Director, as Traynor moves into the role of Executive Chair. This marks a new chapter for the agency, as it accelerates its international growth.  Traynor remains closely involved as Executive Chair, supporting the leadership team, senior clients and the long-term vision of the agency, which he founded 35 years ago. After more than a decade with Verve, most recently as Chief Operating ... read more

A global collaboration bringing advanced performance science to one of the world’s most followed football clubs Paris Saint-Germain and WHOOP today announced a multi-year partnership running through 2029, naming WHOOP a Premium Partner of the Club’s men’s and women’s teams and its Official Health & Fitness Wearable. This partnership is built on a shared commitment to performance, innovation, and health. Paris Saint-Germain players and staff will have access to WHOOP advanced ... read more

Lenovo today announced a global partnership with David Beckham, bringing together one of the world’s most recognized cultural figures and one of the world’s leading technology companies.    The collaboration builds on Lenovo’s expanding role in global football, including its position as the Official Technology Partner of FIFA World Cup 2026™ and the FIFA Women’s World Cup 2027™.  This first of its kind Lenovo partnership will see David Beckham participating in Lenovo’s work ... read more

While the sponsorship market and its professionalization continue to grow in neighboring countries, much potential and great opportunities remain untapped in Belgium for now! Therefore, a group of leading sponsorship experts is announcing today the foundation of the “Belgian Sponsorship Association” (BSA). The BSA breaks away from traditional, heavy federation structures, opting instead for an agile community approach to professionalize the sector and reverse the downward trend in budgets. ... read more

Ryder Cup Europe and the PGA of America today announced that Smurfit Westrock, a global leader in sustainable packaging, has signed a new agreement to become a Worldwide Partner and the Official Packaging Innovation Partner, to the next three editions of 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 ... read more

RTÉ Commercial today announced Fiat as sponsor of The Louise Duffy Show on RTÉ Radio 1, Weekdays 3pm-4pm.  The Louise Duffy Show is the home of daytime music on RTÉ Radio 1. Now in her new show time of 3pm Louise continues to curate a one-hour bespoke playlist of the best in music, taking RTÉ Radio 1 listeners back through the years, and into the future to discover new favourites. Louise also supports both emerging and established Irish artists through interviews, studio ... read more

InPost, the UK’s leading out-of-home parcel locker provider, has partnered with The Football Association (The FA) to offer England Football Accredited grassroots clubs the opportunity to generate additional revenue while providing a convenient new service for the communities they serve by hosting InPost Lockers at their facilities. Through the partnership, grassroots clubs and County FAs across England will be invited to host a locker on-site at zero cost, enabling them to generate additional ... read more

British chart favourites Toploader will bring their melodic hits to the Genesis Scottish Open this summer, headlining the Fringe by the Tee stage in the heart of the tournament’s Fan Zone on Saturday 11th July. Taking the Saturday night headline slot, Toploader will deliver a high-energy performance including their global smash hit Dancing in the Moonlight - one of the most recognisable and enduring feel-good songs of the past two decades - at the Renaissance Club in East ... read more

Manchester City and Xylem are marking World Water Day with the launch of Rainmakers, a new YouTube series that highlights how the two organisations and Love.Fútbol worked together to deliver a rainwater‑capturing football pitch in Teotihuacan, a community with nearly 60,000 residents. Designed to capture, store and reuse rainwater in an underserved community, the pitch provides a vital new water resource for residents, while offering a safe and inclusive place to play. Central to the system ... read more

This summer M&S will take centre stage as it becomes Official Partner of Silverstone Circuit, positioning the brand at the heart of British motorsport and building a sustained presence across Silverstone’s annual programme of events. The partnership spans year-round activity at the circuit, such as track days, hospitality, fanzones, music, entertainment and more, including elevated presence at key motorsport events such as Formula 1, MotoGP, and CarFest. As a headline moment of the ... read more

Manchester City has today announced a new partnership with N-able, a global cybersecurity company delivering business resilience. The new agreement will see the brand become the Club’s Official Cybersecurity Partner across both men’s and women’s teams, protecting critical systems, data, and daily operations across the Club’s digital environment. N-able will work with the Club to integrate its technology, including the provision of AI-powered cybersecurity solutions, to further develop the ... read more

Eyeballr, a new AI‑driven audience intelligence platform for global sport, has launched to provide rights owners, broadcasters, sponsors, and agencies with a real‑time, piracy‑inclusive view of who is watching, and what their exposure is worth. Built for a fragmented media landscape, Eyeballr rebuilds scattered audiences across linear broadcast, OTT, streaming platforms and illegal streaming into a single, defensible picture of viewership and sponsorship exposure. The platform connects total ... read more

Specsavers has agreed a new multi-year partnership with parkrun aimed at expanding participation in the weekly 5km community events, with a focus on people currently under-represented in physical activity. The agreement will see Specsavers work with parkrun to identify and address barriers that prevent people from taking part, including those with visual impairments, hearing loss and individuals experiencing social isolation. The initiative will begin with a series of ‘listen and ... read more

Broadcaster secures first-ever UEFA Women’s Champions League rights alongside continued coverage of UEFA men’s club competitions UC3, the joint venture between UEFA and European Football Clubs (EFC) that controls and manages the strategic marketing, sales and delivery of commercial rights for UEFA club competitions, has reached an agreement with WOWOW to broadcast UEFA men’s club competitions (UMCCs) and the UEFA Women’s Champions League (UWCL) across Japan. WOWOW, which has aired UMCCs ... read more

Rory Natkiel, the former Sid Lee Sport Chief Strategy Officer who has spent two decades leading global strategy for the likes of adidas, UEFA, Tommy Hilfiger and Pizza Hut, has announced the launch of Box Count. The specialist consultancy is designed to bring marketing science and rigorous effectiveness to the sponsorship industry, tackling what Natkiel describes as a 'structural gap' in how partnerships are valued. Launched at a time when sponsorship is one of the fastest-growing areas of ... read more

Hark has today published The Fan Gap, a new UK-wide insight study revealing the key factors shaping girls’ sport fandom – and the experiences that cause many to lose connection during their teenage years. Drawing on the voices of 1,504 young people aged 11-17, as well as Hark’s national Teacher Panel, the research uncovers the pathways that draw girls into becoming sports fans - and the gaps that cause many to drift away during adolescence. Key findings from The Fan ... read more

AEG International’s Global Partnerships team, the sponsorship and premium seating division of AEG – the world leader in sport and live entertainment – has made nine senior promotions as part of a team restructure designed to strengthen partner experience and enhance global alignment as it expands its channel and market offerings.  In the face of an ever-growing demand for live entertainment experiences, AEG’s reenergised senior leadership team is perfectly positioned to connect brands with ... read more

Manchester City has today announced a new unique collaboration with PUMA KING Club, Charlotte Soccer Academy (CSA). The collaboration represents a significant milestone for Manchester City, PUMA and CSA, strengthening the pathway between grassroots soccer and world-class professional methodology and builds on Manchester City and PUMA’s long-term global partnership. As part of the agreement, Manchester City will embed its world-renowned coaching program within Charlotte Soccer Academy. A ... read more

We are pleased to announce RTÉ as Title Sponsor of our Effectiveness Year and Effie Awards Ireland programme under a new multi-year partnership agreement. This partnership supports a dedicated programme of thought leadership, research and capability-building designed to elevate marketing effectiveness across the Irish industry as we focus on strengthening how it is understood, measured and delivered. Our Effectiveness Year will culminate in our flagship Culture of Effectiveness ... read more

The new £300m entertainment destination opening in East Manchester later this year will be known as Medlock Square, it was confirmed today. Medlock Square marks a significant new chapter in the continued evolution of the Etihad Campus area, establishing a vibrant, year-round hub for culture, leisure and entertainment alongside the iconic Etihad Stadium, home of Manchester City Football Club, and the UK’s flagship live entertainment arena, Co-op Live. The name is derived from the River ... read more

RTÉ Media Sales has announced Spry Finance has renewed its sponsorship of Marty In The Morning, RTÉ lyric fm, Monday to Friday, from 7am to 10am.  Brokered by Javelin, the 12-month RTÉ lyric fm sponsorship includes 7 x 10-second sponsor-credited stings per show, cross station sponsor credited promos as well as podcast and homepage sponsorship. The sponsorship renewal coincides with a superb result in the latest JNLR for Marty in The Morning where the show reached its highest ... read more

The DP World Tour has agreed a new partnership with SBK, the sportsbook app developed by Smarkets, who have become the Tour’s Official Betting Operator in the UK and Ireland in a two-year agreement. SBK is a dedicated sports betting platform, with no casino, roulette or bingo. Customers can take advantage of some of the best prices on the market because SBK's odds are powered by Smarkets Prediction Markets. Their unique price comparison feature shows customers when they have the best odds ... read more

JD and Nike have unveiled a culturally disruptive campaign marking the return of the iconic Air Max 95 OG Neon. Launched as part of Air Max Month, the campaign brings the legendary silhouette home ahead of its drop on Thursday 5th March - with Louis Theroux leading a culturally fluent cast driving the release into mainstream conversation. Created by creative agency Ear to the Ground, the campaign repositions the 95 as a silhouette that sits above hype and fleeting trends - rooted in ... read more

One of Ireland's favourite lifestyle shows Home of the Year, returns for its 12th series and will be proudly sponsored by SIRO. The brand-new series will air on RTÉ One in an earlier slot of 7pm on Tuesday, 3 March. RTÉ Media Sales and SIRO wish to acknowledge the passing of Hugh Wallace. Hugh had been a cherished judge on the programme since its inception, and he will be fondly remembered for his warmth, ... read more

Katharine Wolinska appointed to lead Partnerships RTÉ Commercial has announced a significant expansion of its Partnerships Team as part of its ambition to deliver more innovative, cross‑platform opportunities for brands across TV, RTÉ Player, YouTube, Radio, Digital Audio and Online. The strengthened structure is designed to give clients easier access to RTÉ’s rich content ecosystem and to drive stronger returns on creative and strategic brand ... read more

M&S will dress Atlassian Williams F1 Team as it navigates 24 races in 21 countries on the 2026 Formula 1 calendar, becoming the team’s new Official Travel Kit Partner in a multi-year agreement. The partnership brings together two iconic British institutions united by a shared commitment to performance, precision engineering, and timeless design, and driven by an ambition to connect with audiences worldwide. Through the agreement, M&S will outfit the Williams team with a modern ... read more

Showcasing cutting-edge HD holographic and 5G+ technology, fans appeared as life-size projections at the heart of the BAFTA action, interacting with talent, capturing photos, and conducting virtual interviews with red carpet hosts Jamie Laing and Sophie Habboo. Despite being 116 miles away in Bath, fans were able to view themselves on screen alongside the stars, creating a moment of genuine red‑carpet immersion. Havas Play selected Bath for the activation following EE’s recent study, ... read more

Manchester City and Silentnight, a BCorp organisation and the UK’s most trusted sleep brand, have today announced a new partnership. The agreement will see Silentnight become the Club’s Official Sleep Partner. Experts in providing the nation with better sleep, Silentnight will supply The Medlock, a Radisson Blu Hotel - currently under development within the Club’s entertainment destination set to open later this year - with selected products including mattresses and toppers. Manchester ... read more

Factory International, the organisation behind Manchester International Festival and the city’s landmark cultural space Aviva Studios, has today announced a major new multi-year partnership with American Express. The partnership will see Amex become the Official Payments Partner of both Factory International and Aviva Studios. This new partnership, which will launch on 19 February 2026, will provide American Express® Cardmembers with elevated access to some of the most exciting live music and ... read more

YTL Live, the operating company for the new live entertainment complex in Bristol, has today announced Aviva, the UK’s leading diversified insurer, as the new partner of Bristol’s 20,000 capacity indoor arena, marking a major milestone in the delivery of one of Europe’s most ambitious live entertainment venues. The landmark and long-term multi-million-pound sponsorship agreement secures naming rights for the venue, which will be known as Aviva Arena when it opens in late 2028. It will be ... read more