Member News

Pringles - working with creative agency Ear to the Ground - has rolled out a campaign built around one of football culture's most enduring dynamics: the rivalry between England and Scotland. With both nations competing on football's biggest stage this summer, the campaign playfully explores a simple truth that fans already recognise: England and Scotland disagree on almost everything, apart from Pringles. By positioning itself as the one thing both sides are happy to share, Pringles ... read more

9.2 million streams on RTÉ Player between 11 and 28 June Reach of 2.9 million viewers during Group stages of FIFA World Cup on RTÉ2 23 million video views across RTÉ social platforms The FIFA World Cup games have proven hugely popular with football fans across Ireland, with RTÉ’s live coverage attracting strong audiences on RTÉ2, RTÉ Player and online. As official Irish broadcaster, RTÉ is one of only a small number of public service broadcasters providing free-to-air ... read more

The Consultancy Group, a boutique marketing and communications consultancy based in Geneva, celebrated its 10th anniversary at an exclusive evening in early June, the month the agency traditionally marks its annual milestones, bringing together around a hundred VIP clients, partners, public institutions and figures from the luxury, sport and entertainment sectors. True to its commitment to stepping outside conventional formats, the agency marked this anniversary with two panel discussions ... read more

The Formation, a new global community and events platform for women who love Formula 1, launches today ahead of the British Grand Prix with a mission to create the world's home for women who love the sport. The launch comes at a pivotal moment for Formula 1. Women now represent 42% of Formula 1’s global fanbase and account for three in four new fans entering the sport, yet there remains no dedicated community designed around their experiences as fans. Created to bring together women ... read more

RTÉ Commercial today announced OUTsurance as sponsor of the Oliver Callan show on RTÉ Radio 1 from Wednesday 1 July.   Oliver Callan doubles the fun, delivering two hours of entertainment, blending insightful commentary with Oliver’s unique humorous flair. Oliver Callan has 296,000* listeners each day in his new slot from 11am-1pm. Trending topics, the latest in sport, culture and music, regular features - are all on ... read more

As AEG announces a new partnership in Germany, the long-term partnership opportunity in China offers integrated brand exposure and consumer engagement platforms from mid-2027 at one of Asia’s leading live entertainment venues AEG Global Partnerships – the sponsorship division of AEG, the world leader in live entertainment and sport – has announced a new naming rights partnership in Germany, while simultaneously bringing one of Asia’s most significant venue naming rights opportunities to ... read more

Partnerships with the GAA/GPA and the Camogie Association also include the PwC GAA/GPA Player of the Month and PwC GPA Women’s Player of the Month awards. The extension will take PwC’s sponsorship of the GAA/GPA All-Stars past ten years. PwC Ireland has today announced at Croke Park the renewal of its partnership with the GAA/GPA and the Camogie Association for a further three years, continuing its sponsorship of the most prestigious individual awards in Gaelic Games. The renewed ... read more

MotoGP Group has appointed CAA Sports, a division of leading entertainment and sports agency Creative Artists Agency (CAA), as its exclusive global agency to accelerate the evolution of its commercial programme and unlock new partnership opportunities worldwide.  Building on a well-established and high-performing sponsorship ecosystem that already partners with leading brands, MotoGP continues to deliver strong global reach, a fanbase of more than 650 million, and a premium ... read more

The Collective, THE·TEAM’s industry-leading global advisory and advocacy business focused on accelerating investment in women across sports, music, and entertainment, today announced Her Frequency: How Women Amplify Value Across the Live Music Experience. The global study examines how women participate in the live music ecosystem and where the industry can deepen engagement, loyalty and growth by better supporting the full live music journey.  The study identifies a clear growth ... read more

CAA Sports, a division of leading entertainment and sports agency Creative Artists Agency (CAA), today announced an exclusive commercial agreement with two-time heavyweight world champion Anthony Joshua, in partnership with his 258 Group. As part of the agreement, Freddie Cunningham joins the CAA Sports Talent Group as Head of Client Strategy. In this role, he will oversee Joshua's commercial activities, spanning endorsements, speaking, publishing, and beyond, working in close collaboration ... read more

The FA has today announced a new two-year extension of their charity partnership with Alzheimer's Society, which will now run until the end of the 2027-28 season. This new extension will take The FA's collaboration with Alzheimer's Society into a seventh year, giving them further scope to build on the £1.6million that they have already raised for the charity since their partnership started in 2021. Those funds have supported Alzheimer’s Society to conduct groundbreaking research, and ... read more

New Recommendation Intelligence Platform helps Marketers understand whether AI is choosing their Brands (and what to do when they’re not) PrettyGreen, the Global Fame Making agency, today announces the launch of AI Fame Tracker™, a proprietary Recommendation Intelligence Platform designed to measure whether brands are being recalled, preferred, trusted and chosen across leading AI systems including ChatGPT, Claude, Gemini and Perplexity. As consumer behaviour rapidly evolves, brands face a ... read more

Branding, signage and live event experts LIVE·TEAM has acquired motorsports branding and signage business Sport Signage, as announced by Group Managing Director, Alastair Bewick. LIVE·TEAM is part of THE·TEAM, a global sport, entertainment and music company. With a background in logistics, Sport Signage has been deeply involved in motorsports, particularly Formula 1, for over three decades. The business has provided static and digital event signage, both on and off the track, at every F1 race ... read more

Collaboration will focus on unlocking new sponsorship opportunities for the globally renowned horse racing festival Leading global sports, music and entertainment company, THE·TEAM, has been appointed to collaborate on commercial strategy for Breeders’ Cup Limited. THE·TEAM’s specialist Rights Sales group will work closely with the Breeders’ Cup to identify category opportunities, develop integrated sponsorship programs and drive new partnership revenue. Breeders’ Cup Limited ... read more

Dublin GAA is pleased to announce today PTSB as the new sponsor of the PTSB Dublin Leagues and Championships in a three-year partnership from 2026 – 2028. The announcement is being made ahead of the draw for all four Senior Dublin Club Championships which will be broadcast live this evening on Dubs TV for the first time ever at the historical PTSB O’Connell Street branch.  The new partnership ... read more

The FIFA World Cup 2026 will be the biggest tournament in history. It will also be one of the most crowded marketing environments sport has ever seen. To understand what that means for brands, MKTG surveyed more than 3,000 football fans across the UK, US, Spain, France and Germany. What we found challenges some of the assumptions that still shape World Cup marketing today. Fans are consuming football differently. Creators are becoming more influential than traditional pundits. ... read more

Pepsi MAX® today announce a new five-year partnership with The Scottish FA, officially becoming the soft drinks partner of the Scotland men’s and women’s National teams through to 30 July 2030 - further strengthening Pepsi MAX’s international football platform.  The partnership represents a defining chapter in Pepsi Max’s ambition to be an unmissable part of Scottish football culture, providing meaningful support to the teams and ... read more

Specsavers has appointed Strive Sponsorship as its lead partnerships agency following a competitive pitch process. The appointment sees Strive become the central strategic partner for Specsavers’ sponsorship activity, helping the brand use partnerships effectively to deliver against specific marketing and business objectives across the organisation. Strive’s remit includes identifying where sponsorship can solve marketing challenges, advising on the right properties to reach target ... read more

RTÉ has today announced Heineken 0.0 as the broadcast sponsor of their FIFA World Cup 2026™ coverage. The sponsorship, brokered by Dentsu, will see Heineken 0.0 stings appear in the opening of all live broadcasts, both on RTÉ2 and RTÉ Player, as well as at the beginning and end of all ad breaks throughout the broadcast. In addition, the Heineken 0.0 logo will feature on all promotional material. This will be the 23rd edition of the FIFA World Cup™, and the largest tournament ever with ... read more

Long-term brand campaign will celebrate tradespeople across the continent with a range of activations, including the donation of perimeter advertising at partner clubs, and local pitch renovation projects. Ahead of a thrilling summer of football, STANLEY® has today unveiled a new pan-European marketing platform - Built to Support - unifying the global tool brand's partnerships with FC Barcelona, Tottenham Hotspur, Olympique Lyonnais (Lyon), and PSV Eindhoven. Built to Support is ... read more

Global sports, music, and entertainment company THE·TEAM partners with Italian football talent representation business, GG11, acquiring a significant ownership interest. The deal was announced today by Lee Charnley, Vice President, International Operations for THE·TEAM’s Global Football group. GG11 was founded in 2007 by Gabriele Giuffrida who now runs the business alongside his brother Valerio Giuffrida. Operating out of both Rome and Milan, GG11 has established ... read more

The increasingly important role that sponsorship is playing in the sports industry has been reinforced through a sponsorship intelligence platform (and long-time ESA member) being voted the Best Business Serving Football (under 100 employees) at the Football Business Awards. caytoo, who provide buying signal and deal intelligence data to help rights holders and agencies be more effective at generating sponsorship sales leads, beat companies from sectors including ticketing, legal, ... read more

McLaren Racing and Global, the Media & Entertainment group, today announced a new partnership that will see Global join the McLaren Mastercard Formula 1 Team and McLaren Hypercar Team as an Official Race Partner and Official Audio Race Partner from the 2026 season onwards. The news was revealed live on air as Heart Breakfast with Jamie Theakston and Amanda Holden, and Capital Breakfast with Jordan North, Chris Stark and Siân Welby, visited the McLaren Technology Centre. As ... read more

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

World Number One Scottie Scheffler has confirmed his return to the Genesis Scottish Open, with tickets for the Rolex Series event at the Renaissance Club from July 9–12, 2026 on sale now at etg.golf/GSO26Tickets. The four-time Major winner and reigning Open champion will once again bring star power to a world-class field in East Lothian, joining fellow double-Masters winner and World Number Two Rory McIlroy, leading Scot and 2024 winner Robert MacIntyre, and defending champion Chris ... 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