Member News

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 ... read more

Move brings Wasserman's Spanish business together under one roof Global 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 ... 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 ... read more

Barclays continues to expand its impressive sponsorship portfolio through multi-year venue partnerships, aligning with some of the UK’s biggest passions Ahead 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 ... 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 ... 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 ... 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 ... 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 ... 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 ... read more

Wasserman’s industry-leading football talent representation business enhances its presence in Belgium Global 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, ... 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

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 ... 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