Member News

Team GB, ParalympicsGB and TikTok have today announced a new partnership that will see the entertainment platform become an Official Partner of both teams ahead of this summer's Olympic and Paralympic Games. The partnership aims to help Team GB and ParalympicsGB athletes share their unique journeys, connect with new audiences and grow their personal fanbase through TikTok, while encouraging support for the entire teams across the UK in the lead up to Paris 2024. As part of the partnership, ... read more

AEG Global Partnerships has secured new partnerships with IG Group, Bacardi and Volvo at its live events venues in Japan and Thailand, providing a new way to engage with hard-to-reach audience groups in the Asia Pacific region. IG Group has taken the naming rights for the new 17,000 seat arena that is currently under construction in Nagoya Japan, which will now be known as the IG Arena. As one of AEG’s state-of-the-art new venues in the region, the partnership aligns with IG Group’s focus ... read more

rEvolution, the global leader in sports marketing, has helped to reignite a historic partnership in Formula 1 between heavy equipment manufacturer Komatsu and Willams Racing that sees Komatsu become Principal Partner of the British team. Announced at the team’s launch in New York City on Monday (February 5), the partnership reunites two innovation leaders, who shared a successful partnership in the 1980s and 1990s, for a brand-new multi-year deal at the pinnacle of technology and ... read more

Sponsorship and brand partnership agency Reg&Co has announced its appointment to secure new partners in 2024 for two headline event activations across Grosvenor’s London portfolio , ‘Belgravia in Bloom’ and ‘A Summer of Sport.’ ‘Belgravia in Bloom’ is a free-to-attend spring flower festival offering visitors the chance to explore and discover a world of beautifully designed floral installations across this distinguished London neighbourhood in May. ‘A Summer of Sport’ is a ... read more

The NFL has announced ETM Group, ARC Inspirations and Regional Taverns as official UK sports bar partners for the 2024 season. The venture sees three premium sports-led hospitality operators placed across the UK joining forces to provide NFL fans across the country with unparalleled experiences and the best of American football entertainment. ETM Sports Pubs & Kitchens will serve as the home of NFL hospitality in London, ARC Inspirations and its BOX venues as flagships in the ... read more

Dentsu Sports Analytics (DSA) today announced the appointment of Alex Gummer as Senior Vice President to lead their division in EMEA. Gummer is a commercially focused sports marketing professional with over 15 years’ experience, delivering projects using the latest data-driven digital marketing techniques for leading brands and rights holders. As Director of Platforms, Data & Insight at Saracens Rugby Club, Gummer led the marketing function across the Saracens group. Prior to ... read more

Ultra-premium vodka brand, NEFT, has chosen global sports marketing agency Right Formula to activate its Official Partnership with newly rebranded Formula 1 team, Visa Cash App RB, as the Austrian-sourced Vodka brand enters the sport for the first time.  NEFT is made from mineral-rich mountain spring water filtered from the Austrian Alps and grains of non-GMO rye. Beyond taste, NEFT is a sustainability beacon, showcased in an eco-friendly, unbreakable, easily recyclable, lightweight metal ... read more

Investment in Reading expands the global sports marketing agency’s UK-based brand representation capacity alongside London  rEvolution, the global leader in sports marketing, has opened a new office in Reading, United Kingdom. The investment in Reading delivers the agency its second UK-based office alongside rEvolution’s international HQ in the heart of London. “With a global integrated sports marketing legacy anchored in North America, Europe and Asia, we’re excited to bolster ... read more

Olympic Champion inspires club’s next generation of boxers as part of the Dare to Believe Programme supported by PTSB Team Ireland Olympic Champion Kellie Harrington visited her old primary school and her boxing club to inspire the next generation of kids to reach for their dreams.   The Toyko 2020 Olympic Games gold medal winner took a break from her intense training schedule for this summer’s Paris 2024 Olympic Games to tell the kids that “anything is possible if they back ... read more

Sage, Official Insights Partner of Six Nations Rugby, has today unveiled the first combined men’s and women’s Guinness Six Nations dream team selected using statistical/historic playing data and artificial intelligence (AI).  Announced ahead of the 2024 Guinness Men’s and Women’s Six Nations Championships, the all-star team features 11 Grand Slam winners, 6 Test captains, 4 players from the Championship winners, with a combined total of 955 Test caps.  As experts in data driven ... read more

Qatar Airways has taken on the naming rights for the hotly anticipated new premium members club at The O2, which launches today, in a multi-year deal brokered by AEG Global Partnerships. The new VIP members club, which elevates the premium hospitality experience at the world’s most popular live entertainment, leisure, and retail destination, will now be known as The NinetyThird by Qatar Airways.  Qatar Airways will have unique branding opportunities within the space and across the ... read more

Team GB sprinter and British 100m and 200m record holder Zharnel Hughes has signed a partnership deal with Vita Coco, the UK’s leading coconut water brand, on his journey to the 2024 Olympics in Paris this summer. Hughes, 28, is based and currently training at the Usain Bolt Track at the University of the West Indies in Jamaica. To launch the partnership Hughes has developed a smoothie containing coconut water with the award-winning nutritionist Rob Hobson. Zharnel Hughes commented: ... read more

The Irish sponsorship industry grew by 8% to reach €212m in 2023 and the 18th annual ONSIDE Irish Sponsorship Industry Survey estimates there will be further growth of 7% in 2024 to €227m, surpassing the previous pre-pandemic peak of €224m in 2019. 2023 was the third consecutive year of market growth and 46% of sponsors intend to increase their sponsorship investment levels further in 2024, compared to 18% who expect their spending to decrease. When it comes to the wider market, 6 in 10 ... read more

From 22 March 2024, the iconic Berlin venues will be renamed the Uber Arena and Uber Eats Music Hall, alongside the surrounding entertainment district, attracting eight million guests annually, which assumes the name Uber Platz Uber, one of the world's leading mobility and food delivery platforms, and AEG Europe, a global leader in live music and entertainment, have today announced an exciting new long-term partnership that sees the global brand take the naming rights for AEG Europe's iconic ... read more

Record number of nominations recognising inspiring stories to get Londoners active  The shortlist for the London Sport Awards 2024, supported by the City of London Corporation, have been announced today celebrating the unsung heroes who are improving the lives of Londoners through sport and physical activity.   The shortlist for the eighth edition of the Awards sees 28 nominees announced across ten categories including an array of community volunteers, grassroots teams, ... read more

Edinburgh International Festival today announces a new Principal Partner, single malt Scotch Whisky, The Macallan. Together, they will create a large-scale opening event to mark the start of August in Edinburgh, the world’s Festival City. Responding to this year’s International Festival theme, ‘Rituals That Unite Us’, the 2024 opening event is an outdoor event welcoming 10,000+ people to create a new ritual together for the International Festival and the city of Edinburgh. The ... read more

The National Football League today announced the designated teams set to play in London and Munich as part of the 2024 International Games. The Chicago Bears, Minnesota Vikings and Jacksonville Jaguars will each play international games in London during the 2024 regular season, while the Carolina Panthers will head to Munich, Germany. Each team’s opponent, along with the dates and kickoff times will be announced when the 2024 schedule is revealed this spring. Tottenham Hotspur Stadium – ... read more

Charterhouse Capital Partners (CCP) has agreed to take a majority stake in Two Circles, with the deal expected to be completed in the first quarter of 2024. The business will continue to be led by CEO and co-founder, Gareth Balch, alongside the current management team, and the Two Circles team have reinvested in the company and increased their shareholding. Bruin Capital exits having helped to grow the revenues of Two Circles by 450% during its time as majority investor. Two ... read more

British esports organisation EXCEL ESPORTS and Spanish esports institution Giants Gaming are pleased to announce the merger of both companies to form GIANTX. The new venture will unify each organisation's renowned competitive esports rosters, management and resources to accelerate the organisation's growth in an effort to expand its geographical and competitive presence.  This merger underpins a core strategy to develop GIANTX’s heritage markets in the UK and Spain, whilst also supporting ... read more

SweetSpot founder Hugh Roberts, and Race Director Mick Bennett, will retire at the end of 2023, marking the end of 20 years at the helm of the company behind The Tour of Britain and Women’s Tour cycle races. Having founded SweetSpot in 2003 the pair were behind the creation of the modern Tour of Britain cycle race in 2004, which under their stewardship has grown from a five-day event to its present eight-day length on the UCI ProSeries calendar, and is one of the world’s highest regarded ... read more

It’s time to celebrate London’s business heroes who have made significant and invaluable contributions to the grassroots sport physical activity sector as the London Sport Awards – the biggest celebration of grassroots sport and physical activity in the capital – returns on 21 March 2024!   The Awards are run by London Sport, a charity which helps Londoners lead longer, happier and healthier lives through being active. London Sport focuses effort on supporting children and adults in the ... read more

Sponsorship and partnership agency Reg&Co has signed Intrepid Travel as a partner to FoodFM Radio. The agreement will see Intrepid Travel sponsor a new series of FoodFM’s A Bit of a Mouthful podcast in 2024, featuring eight episodes including a food trip to Morocco with Intrepid Travel. FoodFM Radio is a podcast and radio platform telling powerful, personal, political and uplifting stories about food and drink from around the globe. The A Bit of a Mouthful Podcast features ... read more

Sponsorship and partnership agency Reg&Co has signed Hotel Chocolat as an official partner to Kingdom of Winter ahead of the inaugural event in ExCel London which opens on December 8. Hotel Chocolat, the top-quality chocolate brand will be serving its renowned hot chocolate from their Chocmobile at the UK’s largest indoor winter event this Christmas. The partnership also sees Hotel Chocolat having a presence with a pop-up chalet store where they will be selling carefully curated festive ... read more

Bright Partnerships, the pioneering sport and entertainment agency, has expanded its operations into North America, with the launch of an office in New York City to support global sponsorship clients looking for a greater presence in the region. The agency has been delivering sponsorship activations in the Americas since 2015, and aligns with the increased popularity of the United States amongst rightsholders – including Formula 1© and The Premier League – who are targeting the country for ... read more

London Sport has confirmed that the prestigious London Sport Awards will be returning in March 2024 and that nominations are now open until 31 December 2023 to individuals and organisations across the sports and physical activity sector. The newly established Environmental Impact and Sustainability in Sport Award recognises activities that raise awareness of global warming and sustainability and have a positive impact on the planet. The Award celebrates groups and/or ... read more

Wasserman Benelux, the fast-growing agency specialising in sports and entertainment, strengthens its team with the arrival of Gaëtan De Meulenaere as Account Manager and Business Development Manager. Within the Wass team, Gaëtan will take on the responsibility, with other colleagues, for business development in collaboration at the agency that connects supporters with brands and properties. He will also bring his strategic and digital expertise to 360° campaigns, covering sports, ... read more

Award-winning developer Parabola has agreed to sell the site, located in Edinburgh Park, to AEG.  The new 8,500-capacity arena will bring world-class live music and entertainment to Edinburgh.  AEG Europe, owners of iconic venue The O2, has today announced plans for a major new investment in Edinburgh. The industry-leading promoter and venue operator is seeking planning approval for an 8,500-capacity arena in ... read more

Marriott Bonvoy has signed as the official hotel partner to Kingdom of Winter ahead of the inaugural event in ExCel London which opens on 8 December. Within the partnership agreement, the Kingdom of Winter is offering free entrance to Marriott Bonvoy members.  The deal was brokered by sponsorship and partnership agency Reg&Co. Marriott Bonvoy has an extensive selection of hotels across London and the UK; the most conveniently located for the Kingdom of Winter is the Aloft London ... read more

The Football Association (The FA) today announces Adobe, the world’s most recognised brand for creativity, as the lead sponsor of the Women’s FA Cup. The partnership deal will run for at least three years, through to July 2026. The Adobe Women’s FA Cup will be focused on increasing fan engagement and raising the profile of the competition from the qualifying rounds in September, through to the final in May held at Wembley Stadium connected by ... read more

National Parks Partnerships (NPP) has joined the European Sponsorship Association (ESA) as it steps up its efforts to secure a pipeline of new partnerships, projects and opportunities which could transform the nation’s most treasured landscapes.  NPP works on behalf of the UK’s 15 National Parks to create partnerships with the private and public sector to benefit the Parks. It has several years' experience of building successful partnerships with funders including multi-year ... read more

Creating life-changing opportunities through football Surrey Football Association’s Unite Through Football: Refugees project was re-launched for a second successive season on Monday 20th November. The UK houses thousands of refugees and asylum seekers in temporary accommodation across the country, with many located in the South East of England. In September 2022, Surrey FA launched Unite Through Football: Refugees, in collaboration with leading accommodation provider SBHL and Surrey ... read more

Sponsorship and brand partnership agency Reg&Co have announced their appointment to secure new sponsors for the Climate Creatives Challenge. The Climate Creatives Challenge includes a biannual international design competition, supporting new and novel approaches for communicating the impacts of climate change and the benefits of mitigation, adaptation and resilience.  To encourage different types of creative communication to the Climate Creatives Challenge, a broad range of ... read more

THG has selected global sports marketing agency Right Formula to activate the brand’s first-ever multi-faceted sports sponsorship, with Williams Racing in Formula 1. THG is a vertically integrated, digital-first consumer brands group, retailing its own brands in beauty and nutrition, plus third-party brands, via its complete commerce solution, Ingenuity, to an online and global customer base. THG has partnered with Williams Racing to embody the shared DNA of two dynamic British ... read more

SAP SE (NYSE: SAP) today announced a multiyear partnership with the Mercedes-AMG PETRONAS F1 Team starting in 2024. As an Official Team Partner, SAP is teaming up with the Mercedes-AMG PETRONAS F1 Team to accelerate operational efficiency and unlock new data insights to deliver performance gains. SAP S/4HANA Cloud, private edition serves as the technology foundation for the team, enabling them to explore how artificial intelligence (AI) and cloud solutions from SAP can help inform and ... read more

Most British sports fans become fans by the age of 14, with those that do much more likely to exercise every week, engage in social groups, and spend money on sport – a landmark new analysis from Two Circles has found. Sport has always had the capacity to drive passion and compulsive behaviour through extreme fanbase loyalty. However, for the first time this research has uncovered a specific age when the impact of sport becomes must significant and leads to lifestyle and behavioural changes ... read more

The London Sport Awards are returning in 2024 to celebrate the inspiring stories of those improving the lives of Londoners through sport and physical activity London Sport has confirmed that the prestigious London Sport Awards will be returning in March 2024 and that nominations are now open until 31 December 2023 to individuals and organisations across the sports and physical activity sector.  In partnership with the City of London Corporation, the 2024 London Sport Awards will ... read more

2-25 AUGUST 2024  eif.co.uk / @edintfest Edinburgh International Festival today unveils the first details of the 2024 Festival, and the second from Festival Director Nicola Benedetti, taking place 2-25 August 2024. After a resoundingly successful 2023 Festival, which posed the question: ‘Where Do We Go From Here?’ the 2024 Edinburgh International Festival explores ‘Rituals That Unite Us’. Reasserting the need for reconciliation and the value of shared experiences in today’s ... read more

Scuderia AlphaTauri is pleased to announce a new Official Team Partner, NEFT Vodka. This long-term deal will break cover at the next round of the Formula 1 World Championship in Las Vegas from 16 to 18 November, when the NEFT logo will appear on the halo, wheel spray deflectors, top headrest of our AT04 cars driven by Daniel Ricciardo and Yuki Tsunoda. These are exciting transformational times for Scuderia AlphaTauri and NEFT, two companies who share Austrian roots, with the rapidly ... read more

The Olympic Federation of Ireland (OFI) today announced Tipperary as its official gifting supplier for Paris 2024. Formerly known as Tipperary Crystal, this agreement will see Team Ireland celebrate moments with Tipperary in the lead-up to next year’s Paris Olympic Games. Tipperary is rooted in Irish design, creating innovative and authentic gift solutions to the highest standards, and prides itself in continuously exceeding customer expectations with a focus on products that are created to ... read more

James Elms joins as Head of Corporate & Business and Mary McGuire announced as Head of Sponsorship  Legacy Communications, the creative communications agency, continues to expand its offering with the creation of a new Corporate & Business Communications division, headed up by James Elms, while Mary McGuire has been announced as the new Head of Sponsorship. The independent agency, founded by Bernard and James Brogan, has grown by an average of 35% year-on-year and has increased ... read more

The Minister of State for Sport and Physical Education, Minister Thomas Byrne TD, today launched the Olympic Movement Breaks with the Olympic Federation of Ireland. The initiative will see the Olympic Federation of Ireland’s Dare to Believe programme working alongside the Active School Flag Programme in creating exciting opportunities for primary school pupils to be more physically active. The Olympic Movement Breaks is an easy-to-use format, with a series of short videos led by Olympians ... read more

OVO Hydro naming rights extended until 2030 The Scottish Event Campus (SEC), has today announced the extension of its relationship with OVO for a further seven years. The Campus’ flagship live entertainment venue, the OVO Hydro, which celebrated its 10th anniversary in September 2023, will carry the name of the energy supplier until at least 2030. The partnership renewal, brokered by AEG Global Partnerships, further solidifies what has been a long standing relationship between the two ... read more

Don’t be scared. It’s just a new headline partner for the UK’s mammoth rock festival Download.  Liquid Death, the beverage company making health and sustainability 50x more fun, is the first headline partner in Download’s twenty-one year history.         Liquid Death and Download first partnered in 2023, with Liquid Death joining the festival as a still and sparkling water partner, and festivalgoers drank more than double the amount of water than 2022. After reducing plastic by ... read more

The year-long partnership will see Danone’s protein brand become the Official Yoghurt Partner of Team GB Team GB has named GetPRO, Danone UK & Ireland’s newest addition to its family of brands, as its Official Yoghurt Partner for the Paris 2024 Olympic Games. The partnership will see the two organisations work together to champion a healthy lifestyle* and raise awareness of the importance of a nutritious and protein-rich diet in maintaining and growing muscle mass. Over the course of ... read more

Sponsorship and brand partnership agency Reg&Co have announced their appointment to secure new sponsors for Clutch Pro Tour – the leading European development golf tour. Clutch Pro Tour helps young professional golfers elevate their game to the next level, nurturing careers through the leading developmental golf tour in Europe, offering comprehensive support, vital experience, and big prize earnings. Clutch Pro Tour enables the next generation of golf professionals to start in the ... read more

Global sport and entertainment agency CSM has been appointed by The Jockey Club as its principal sales agency for commercial rights, as part of a new opportunity for brands to partner some of Britain’s most iconic sporting events.  The move forms part of a new approach to partnerships for Britain's largest horseracing operator whose three feature assets – The Cheltenham Festival, The Randox Grand National and The Derby Festival – all sit in the top ten most attended sporting events in the ... read more

The Collective® – the women-focused practice within Wasserman, a global leader in sports, music, entertainment and culture – released today a new study substantiating the growing media representation and cultural impact of women’s sports in the context of the larger sports media ecosystem. A key figure revealed that women’s sports comprise on average 15% of total sports media coverage, with increased content notably driven by the growth of streaming and social media. The study, conducted by ... read more

Global sport and entertainment agency, CSM, has today announced Vicky Stickland will join Lesley Murphy as joint Regional Director for Asia. The pair will lead the team in Asia and develop the growth strategy for this market. CSM Regional Directors for Asia Lesley Murphy (left) and Vicky Stickland Vicky previously ran a sports creative agency in the UK and later set up and led an agency out of Germany, in which she advised clients in the sports industry on brand and partnership strategy. ... read more