Member News

AEG Global Partnerships, the sponsorship division of AEG – the world leader in live entertainment and sport – today announces British Airways as the naming rights partner for its new 3,800-capacity venue at the transformed Olympia destination in London. The venue will be called British Airways ARC. Honouring Olympia’s rich music heritage by bringing incredible live music and events back to West London, British Airways ARC will be a state-of-the-art, purpose-built live music and ... read more

Significant benefits for the Greek economy and local communities With five Sports Marketing Agency of the Year titles in the past six years, ActiveMedia Group continues to set the benchmark for excellence in Greece – delivering world-class events and forging strategic partnerships. The year 2025 marks a new chapter of growth, as the company – already a leader in Sports Marketing, Sports Tourism, and Sports Production – builds on its hundreds of distinctions both in Greece and ... read more

Orchard are continuing their partnership with Alcohol Change UK, extending beyond the central Dry January® campaign into its flagship event, The Dry January® 10k. Acting as an extension of Alcohol Change UK’s team, Orchard are working closely with Danielle Houliston, Executive Director of Income and Engagement, to deliver commercial growth and brand alignment opportunities.  This event is a key moment in the Dry January® challenge calendar, celebrating the achievements of participants who ... read more

SponsorshipX (SPX) and 17 Sport today announced the launch of the SPX Purpose League powered by 17 Sport, a new global community redefining how sponsorship delivers impact and long-term value. Unveiled at the opening of the SponsorshipX Changemaker Summit in Toronto, the SPX Purpose League will bring together brands, agencies, and rights holders committed to redefining how sponsorship creates engagement, value and impact. At its core, it’s built on the idea that ... read more

Orchard is proud to be working with ten national sports organisations from across Wales, alongside Sport Wales, on an exclusive opportunity to help shape the future of Welsh sport.  This first-of-its-kind collaboration includes Badminton Wales, Welsh Boxing, Disability Sport Wales, Welsh Gymnastics, Hockey Wales, Welsh Judo Association, Snowsport Cymru Wales, Welsh Triathlon, Tennis Wales and Weightlifting Wales.  Together, these organisations have united to launch a new, ... read more

CAA Brand Consulting, a division of leading entertainment and sports agency Creative Artists Agency (CAA), today announced that veteran brand advisor Dominic Curran has been appointed Head of International Growth. In this newly created position, Curran will work collaboratively with CAA Brand Consulting Global Co-Heads Aubree Curtis, Jeff Eccleston, and Liz Gray to drive new business and organic growth, with a specific focus on new markets and territories. Curran is currently operating from ... read more

DP World and the DP World Tour today extended their long-term partnership, reaffirming a shared commitment to growing the game of golf. Under the new partnership agreement, the largest in the Tour’s history, DP World will continue as Title Partner and Official Logistics Partner until 2035. The original agreement, which started in 2022 and saw the European Tour renamed the DP World Tour, supported the continued expansion of golf’s global Tour – playing 42 tournaments in 26 different countries ... read more

The new agreement highlights Aviva’s ongoing commitment to Irish sport and communities through its renewed football and rugby partnerships  Aviva Ireland today announced a five-year extension of its naming rights agreement for Aviva Stadium. As part of this renewal, Aviva will also continue its long-standing partnerships with the IRFU and FAI, remaining an Official Sponsor of the Irish Men’s National Rugby Team and the Men’s and Women’s National Football Teams, for a further five ... read more

 Live Nation’s “Living for Live” report reveals why live music now outranks sports, film and streaming in the UK — and how fandom is reshaping culture, connection, and commerce in the country and beyond. Live Nation, the global leader in live entertainment, today released Living for Live - its largest global report to date - revealing that live music has overtaken sports, film and streaming as the world’s top form of entertainment.  Based on a survey of 40,000 people across 15 ... read more

The DP World Tour today announced a new partnership with Emirates NBD, a leading banking group in the Middle East, North Africa and Türkiye (MENAT) region, who have become an Official Partner, and the Official Banking Partner, to two more flagship tournaments in the United Arab Emirates (UAE) - the 2025 DP World Tour Championship, and the 2026 Abu Dhabi Championship. Both tournaments are premium Rolex Series events that sit within the DP World Tour Play-offs - the climax of the season-long ... read more

Fuse, the global sport and entertainment marketing agency, today announced the appointment of Matt Bailey as Managing Partner within its Rights Consultancy division. Bailey joins the agency on 10th November 2025 and will report into Lucy Basden-Smith, becoming part of the Fuse Executive Leadership Team. A seasoned sports marketing professional with over 20 years’ experience, Bailey joins Fuse from Octagon, where he most recently served as Head of Brand Partnerships. During his 14 years with ... read more

LE BOOK is a curated creative-industry platform of over 100,000 professionals. Founded in 1982, the platform serves as an inspiration source, network and event organiser for the worlds of fashion, advertising, photography, production, visual culture and beyond.   LE BOOK runs a suite of industry-focused events, including CONNECTIONS, which serve to unite agencies, brands and creators in major cities all around the world, including Paris, London, NYC, LA, Dubai, Mexico City and ... read more

Verve The Live Agency, the award-winning experiential marketing agency and certified B Corp, has announced the opening of its new office in Singapore, marking a significant milestone in the agency’s global expansion. The Singapore opening extends Verve’s presence into Asia, joining its existing network of thriving offices in Dublin, London, and Amsterdam. It will be led by Michael Pring, Country Head, Singapore and Global Client & Development Director, with support from Verve’s global ... read more

Think Beyond - the leading global consultancy empowering sport entertainment and brands to be more sustainable, impactful, and valuable - today announced the appointment of Oliver Meade as its Senior Director, Commercial Partnerships. Meade joins to spearhead Think Beyond’s mission to evolve the sponsorship landscape by delivering a new proposition to the market focused on creating partnerships that achieve greater commercial returns by embedding meaningful social change at their ... read more

Award-winning partnership enters its seventh year as new coaches join the line-up for 2025 Ireland’s Fittest Family returns to RTÉ One on Sunday 2 November 2025, proudly sponsored once again by leading community retailer Londis. Now in its 13th season, one of the nation’s most loved family shows returns with an exciting new coaching line-up featuring Paralympic gold medalist Ellen Keane, former Dublin footballer and Player of the Year Michael Darragh MacAuley, and former Ireland rugby ... read more

Reg&Partners are excited to share that Surfing England is a new client of theirs! They are working with Roger Sheridan, Governance and Compliance Lead, and Ben Powis, CEO to source a headline sponsorship and event sponsors for key events leading up to the Olympics in 2028. Surfing England is a non-for-profit organisation and is the National Governing Body for surfing and other disciplines of wave-riding in England, including body boarding, stand up paddle boarding and adaptive/para ... read more

Frankfurt-based AI sponsorship analytics platform shortlisted for 'Esports Supporting Platform of the Year' at Esports Awards 2025 Shikenso has been nominated for Esports Supporting Platform of the Year at the 2025 Esports Awards - the highest recognition in the global esports industry. The nomination places Shikenso alongside Discord, FACEIT, and Esports Charts in recognising platforms that empower the esports ecosystem through cutting-edge technology. Shikenso Partners ... read more

Olympic Sport Awards set to celebrate Irish athlete achievements The Olympic Federation of Ireland (OFI) is proud to announce Off the Ball and Newstalk as the official partner of the Team Ireland Olympic Sport Awards 2025, a landmark celebration recognising the standout performances, moments, and achievements across the Irish Olympic community this year. Off The Ball, Ireland’s leading multi-platform sports media brand in Ireland, will play a central role in ... read more

JTA, the world’s leading independent communications and international relations consultancy in sport, today announced the launch of neo, a pioneering digital transformation offer in sport and entertainment, which has already delivered a pilot global campaign that successfully reached over 250 million unique users. neo combines expertise from across the world’s best digital agencies to form the neo collective. The neo collective comprises specialists with a client portfolio that includes ... read more

“Braiding our way through women’s rugby, one conversation at a time” Following a momentous summer as the host broadcaster of Women’s Rugby World Cup 2025, HBS continues its leading role in promoting women’s sports in a new partnership with Virgin. Ahead of the kick-off of the domestic season, the two companies are launching digital content series The Plait Room on YouTube, TikTok and Instagram. Developed from an initial concept during HBS’ partnership with Loughborough Lightning of ... read more

Optimum Nutrition, the world's #1 sports nutrition brand, today unveiled a new partnership with the Irish Rugby Football Union (IRFU), becoming the Official Performance Nutrition Partner of Irish Rugby. This landmark collaboration powerfully underscores Optimum Nutrition's dedication to fuelling elite athletic performance and its strong roots within Irish rugby. Through this strategic alliance, Optimum Nutrition will deliver nutritional support to all IRFU teams, including the national ... read more

Katie Taylor has retained her title as Ireland’s most admired sporting star according to research by ONSIDE, the country’s leading sponsorship consultancy firm. The Bray boxer’s record-breaking bout in July of this year completed a historic trilogy against Amanda Serrano, with Taylor having now held the position since 2017, excluding 2023 where Irish rugby legend Johnny Sexton claimed top spot. Sexton still features prominently in 4th position ahead of fellow retired internationals ... read more

Manchester City has today announced an extension of its long-term global partnership with Unilever brand, Rexona. The extension will see Rexona, also known as Sure, Degree, Shield and Rexena across the world, continue as a partner of both the men’s and women’s teams, and will mark almost a decade of partnership. Since joining as a partner of the men’s team in 2018 and renewing in 2020 to include the women’s team, the latest agreement signifies the ongoing commitment of Rexona as a global ... read more

Current CLO Mike Pickles will assist with transition of duties through end of year Global sports, music and entertainment company Wasserman has appointed Christa D’Alimonte as Chief Legal Officer. Mike Pickles, Wasserman’s current Chief Legal Officer will be retiring from the company and will assist with D’Alimonte’s transition into the role through the end of the year.  Based in Wasserman’s New York office, D’Alimonte’s first day at the company will be October 14. In ... read more

Millwall Football Club is proud to announce that it will provide free access to the award-winning Shoorah mental health and wellbeing app for all club members – a significant step in supporting the wellbeing of its community. With one in four people in the UK experiencing a mental health problem each year, this marks the beginning of a new partnership between Millwall Football Club and Shoorah, a collaboration that represents a major commitment to promoting mental health support within the ... read more

Škoda UK’s latest campaign, “Complete the Streets”, is a new initiative designed to help reconnect women with the joy of cycling. Their research found that 8 million women in the UK own bikes but only 4 million are using them. In partnership with Strava, “Complete the Streets” invited female cyclists, both seasoned and new, to join a nationwide cycle challenge, by going on a ride and contributing to a collective map of the UK, reclaiming the roads by putting their name on every street in the ... read more

Manchester City has today announced a US media collaboration with streaming service, Paramount+. The agreement will see Paramount+ branding and content visible across the Club’s official digital and social media channels in the US throughout the 2025/26 UEFA Champions League campaign. Paramount+ is the premier destination for US football fans as the home of every UEFA Champions League match in the US, in addition to CBS Sports’ popular UEFA Champions League Today studio show. Paramount+ ... read more

Algorithms now shape the way we live, influencing what we watch, buy and support. Sport and entertainment sit at the centre of this shift, as AI fuels meme culture, synthetic influencers, and personalised fan experiences. Yet audiences also seek balance, craving authentic, human-centred moments that technology can’t replicate. MKTG's AI Trends Report, based on dentsu Sports Analytics research, explores four areas of AI-driven change: content, influencers, fan engagement and analogue ... read more

The Olympic Federation of Ireland (OFI) has today announced the extension of its partnership with McKeever Sports (McKVR), which will see the Northern Irish brand continue to dress Team Ireland across youth and senior Olympic events until the Brisbane 2032 Olympic Games. The partnership, first established in 2019, has been defined by an athlete-centred approach, with Irish athletes actively involved at every stage of the design process. McKVR’s Craigavon-based factory provides bespoke ... read more

Jolie Sharpe has signed with CAA Sports for representation in all areas. -ENDS- ... read more

RTÉ's Build Your Own Home is back for a second series and will be proudly sponsored by Bord Gáis Energy.  The brand-new six-part series follows the trials and tribulations of homeowners from across Ireland and continues on RTÉ One and RTÉ Player at 9:35 pm on Wednesday 8th October. The new series charts the mammoth challenges faced by the participants as they set out to build and renovate their own dilapidated homes under the watchful eye of master builder and building teacher, Harrison ... read more

As Official Health and Fitness Wearable of the Ryder Cup, WHOOP delivered real-time insights into the physical and mental demands of golf’s greatest stage WHOOP, the human performance company, redefined how fans experienced one of the most celebrated events in sports when the 2025 Ryder Cup took place at the iconic Bethpage Black in Farmingdale, New York, from September 26–28. As the Official Health and Fitness Wearable of the Ryder Cup, WHOOP brought the science of elite ... read more

New report from AEG unveils the unparalleled power of live music and events in the UK According to The Live Effect – a new report from AEG Global Partnerships, the sponsorship arm of the world leader in live sport and entertainment, which investigates the power of live music for consumers and brands in the UK – only one in five (22%) would cut live entertainment if they needed to reduce their spending due to financial pressures. Consumers are more likely to cut spending on ... read more

Music stars Aitch and Gunna named captains, leading NFL legends, global artists and top YouTube creators in first UK creator flag football game Fans can tune in on October 11 on the NFL’s YouTube Channel and buy tickets on Ticketmaster UK The NFL and YouTube announced a star-studded roster for “NFL’s Flag Football Game on YouTube: London Edition,” marking the debut of the Creator Flag Football series in the UK as part of the NFL International Games. Building on the success of the ... read more

New Study Reveals How Women Fans Are Shaping Sports Fandom Women are driving the global economy and are massive sports fans, yet feel unseen by teams, leagues and sponsors. The Collective® Economy Part II uncovers how sports organisations can work together to better serve her The Collective®, Wasserman’s global advocacy and advisory business dedicated to driving investment in women across sports, music, and entertainment, today released The Collective Economy Part II: Her Fandom, Her ... read more

Bates to lead Sid Lee Sport’s hospitality, ticketing, and events operation for blue-chip clients at the biggest events in sport. Sid Lee Sport has named Matthew Bates as the company’s new Operations Director.  Bates will lead Sid Lee Sport’s specialist hospitality and events division that has been delivering seamless ticketing and world-class hospitality experiences for sponsors at the biggest events in sport for over 30 years. From building bespoke guest management platforms to ... read more

Manchester City has today announced an official local partnership with leading sports travel specialists, Destination Sport Group. For a number of years, Destination Sport Group has provided the Club with expert team travel support, youth development tours, fan travel packages and curated travel experiences through its subsidiary brands – Destination Sport Travel, Inspiresport, SportsBreaks and Sportsworld. The new local partnership agreement will see Destination Sport Group continue ... read more

Global creative agency Ear to the Ground (ETTG) has today published the 6th edition of its Fan Intelligence® Index, the definitive annual ranking of 100 of the world’s most influential brands through the eyes of fans. At the heart of the 2025/26 report is the rise of the Third Space, the fan-led environments outside traditional media and sponsorships where culture now happens. From TikTok edits and Discord servers to watch parties and podcasts, these are the messy, vibrant spaces where fans ... read more

Following a great year of partnerships with HelloFresh UK, Reg&Partners are expanding their relationship across two new territories! They will be sourcing sampling partnerships and recipe integration for HelloFresh Australia and New Zealand. This is a really exciting time for the team as they expand their communications overseas, and they look forward to developing new connections with some fantastic brands for HelloFresh in these countries as well as in the UK. Get in ... read more

As part of their ongoing work for their client Samsung Domestic Appliances, Reg&Partners are excited to announce that they have secured a 3-tiered partnership deal with Trip.com! Trip.com are one of the world's leading online travel agencies, whose mobile app or website can be used to book flights, hotels, rental cars, attractions and more. With over 400,000,000 global users, Reg&Partners are confident that the Trip.com platform will help elevate Samsung's reach to consumers across ... read more

Manchester City and global home appliances brand Midea have today announced the launch of five new community football projects across Africa. Building on a shared commitment to community development and youth empowerment, the new projects in Nigeria, Angola, South Africa, Kenya, and Morocco aim to foster healthier, happier, and more connected communities. As part of the initiative, Midea’s donation of resources and home appliances will transform community centres and football hubs into ... read more

Rebrand brings the full power of Wasserman’s global sports, music & entertainment business to the region Global sports, music and entertainment company Wasserman has rebranded the Middle East business units of CSM Sport & Entertainment (CSM), announced today by Matt Vandrau, President – EMEA & APAC at Wasserman. The verticals are overseen by the regional leadership team of Ben Faber, David Sanderson and Mike Davis, Regional Managing Directors, together with Jayne ... read more

Sponsorship performance framework provider SponsorLab Ltd today announces the launch of its new ‘StrategyLab’ insight and performance platform.  Built on the same principles as SponsorLab, StrategyLab now makes the simplicity and power of its proven sponsorship performance framework available for use with projects and business strategies of any size or type. The new tool not only brings expanded application and performance monitoring to the wider sports industry, but also to other ... read more

Global sports, music and entertainment business Wasserman has partnered with Decathlon’s performance cycling brand, VAN RYSEL to deliver an immersive brand experience for the world’s most prestigious cycling race. From 30 June to 9 July 2025, VAN RYSEL welcomed visitors to a traditional Flemish estaminet (a small café), reimagined and transformed into the ‘House of Cycling Dreams’, a multi-experience hub. As part of this activation, the cycling brand built a ‘Dream Jersey Workshop’, ... read more

Artist Pixie Lott to Perform the English National Anthem Ahead of the London Game Presented by NetApp The National Football League has announced that three-time GRAMMY®-nominated, record-breaking BRIT Award winner RAYE will headline the halftime show during the first 2025 NFL London games matchup presented by NetApp between the Minnesota Vikings and the Cleveland Browns on Oct. 5 at Tottenham Hotspur Stadium. RAYE has become a force in modern British music, with her debut album My 21st ... read more

Reg&Partners are pleased to announce a recent collaboration between HelloFresh and Rowse Honey, brokered by their team. This exciting brand partnership introduced 40,000 HelloFresh customers across the UK to a sample of Rowse Honey with their food delivery. Reg & Partners are proud to bring together like-minded brands that complement each other in this way. Get in touch with their experienced team if you’d like to discuss brand partnership and sponsorship ... read more

Ear to the Ground has been awarded the prestigious IPA Effectiveness Accreditation for 2025–2027, making it the only sports or entertainment specialist agency to achieve this status. Forty-four agencies have earned the accreditation this year – including adam&eveDDB, AMV BBDO, BBH, Grey London, Leo Burnett, Ogilvy, Publicis London, VML and Wavemaker UK – setting the industry benchmark for embedding effectiveness at the heart of agency culture. Ear to the Ground is proud to be recognised ... read more

Vodafone has agreed a major multi-year partnership with UEFA and UC3 to support the development of women’s and men’s European football.   This is an exciting time for Vodafone to engage with women’s football. As an official partner of UEFA Women’s Football, Vodafone will sponsor through to 2030: UEFA Women’s Champions League; UEFA Women’s EURO 2029; UEFA Women's Futsal EURO 2027; UEFA Women’s Nations League; Women’s European Qualifiers; UEFA Women’s Under-19 Championship; and UEFA ... read more

Fuse, the global sports and entertainment marketing agency part of Omnicom Media Group, has announced that Lucy Basden-Smith will be joining as Managing Director, further strengthening its world-class leadership team. Lucy brings more than 18 years of experience in sport, culture and entertainment. She has led major national and global partnerships and sponsorships, including EE x The Home Nations, BAFTA, Wembley Stadium, Defender x Rugby World Cup 2022 and 2023, Barclays ATP Tennis Finals ... read more

Legends and ASM Global have officially united as Legends Global, creating the premier partner to the world's greatest live events, venues, and brands. Building on Legends’ acquisition of ASM Global in August 2024, the company delivers an unrivaled, fully integrated solution of premium services with a white-label approach. The comprehensive services of Legends Global cover the entire lifecycle of venues and events: feasibility and consulting, owner’s representation, sales, partnerships, ... read more