Member News

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

Carlsberg and UEFA have today announced a long-term partnership deal making Carlsberg the Official Beer of UEFA National Team Football. This includes UEFA EURO 2028™ and UEFA Women’s EURO 2029, UEFA Nations League Finals™ and UEFA Women’s Nations League, Men’s & Women’s European Qualifiers and UEFA Futsal EURO™. Kicking off with the return of the European Qualifiers, the first competition of the sponsorship in March 2025, the deal marks the return of Carlsberg to the ... read more

Fnatic, the London-based global esports performance brand, is proud to announce its selection for the 2025 Esports World Cup Foundation (EWCF) Club Partner Program. This initiative, now entering its second year, brings together 40 of the world’s top esports teams, providing mutual support and investment to help elevate the competitive scene and deepen fan engagement leading into the 2025 Esports World Cup. Fnatic's selection for this program reflects its more than 20-year track record ... read more

London Sport – a charity aimed at helping Londoners lead longer, healthier and happier lives through sport and physical activity – announces an exciting new partnership with advertising agency Saatchi & Saatchi. The collaboration sees the launch of a compelling new campaign, More Ball Games, to unlock sport, play and physical activity for all. With an estimated 7,000 signs across London alone, a new Banksy-styled campaign has been rolled out in Lambeth to shine a spotlight on ... read more

Shikenso Analytics, a leader in sponsorship analytics, is proud to announce that it has been honored with the prestigious ESA Award in the Best Use of Measurement & Insight category. Among seven noteworthy finalists, Shikenso Analytics emerged as the winner, marking a significant achievement in an intensely competitive field. The awards ceremony took place on 13 March at The Brewery in London, bringing together some of the most influential players in the European sponsorship sector. ... read more

Fadi Zouein will represent the organisation to develop strategic partnerships with brands from the region AEG Global Partnerships, a division of AEG, the world’s leading sports and live entertainment company, has appointed Fadi Zouein to the role of Vice President, Global Partnerships, Middle East. In the newly created role, Zouein will focus on developing strategic partnerships with Middle Eastern brands for the company’s portfolio of global assets. He will be responsible for ... read more

The partnership has been recognised for delivering world-class experiences to customers of both brands Cathay and LW Theatres are thrilled to announce that they have won the coveted Arts & Culture Sponsorship – Medium to Large Scale award at the 2025 ESA Awards, held in London on 13 March. This recognition highlights the groundbreaking partnership between the two companies, setting a new benchmark in commercial theatre sponsorship. Launched in June 2024, the collaboration between LW ... read more

West Ham United have been making their presence felt Stateside ahead of this summer’s Premier League Summer Series tour across the Atlantic. The Hammers will be heading to the United States in late July and early August to take on Manchester United, Everton and AFC Bournemouth for a four-team pre-season tournament with double-header fixtures to be played in New Jersey, Chicago and Atlanta. Graham Potter’s men will face Everton in Chicago on 30 July, and in the run-up to Saturday’s ... read more

Ryder Cup Europe has won the Rights Holder of the Year Award, sponsored by caytoo, at the prestigious 2025 ESA Awards, which took place in London on 13 March 2025. Ryder Cup Europe won the Award for its record-breaking sponsorship activation programme at the 2023 match in Rome. It was the biggest commercial programme in Ryder Cup history, with 37 partners in total and seven Worldwide Partners, with a record 153% increase in sponsorship revenue compared to the previous cycle.  The ... read more

Trautwein named Head of Experiences, Octagon Europe Butters appointed Head of Strategy, Octagon Europe Octagon today announced the elevations of two senior executives across the agency’s European marketing division. Dennis Trautwein has been promoted to Head of Experiences, and Adam Butters has been named Head of Strategy. Trautwein, based in Octagon’s Frankfurt office, and Butters, based in Octagon’s London office, will continue to report directly into Jeff Meeson, Managing Director, ... read more

ExxonMobil has announced a new partnership with Visa Cash App Racing Bulls Formula 1 Team (VCARB), deepening the corporation’s long-term alliance to the Red Bull family and the pinnacle of single-seater racing. The arrangement begins with the upcoming 2025 Formula 1 season. Having been present in the sport of Formula 1 since the very first race at Silverstone in 1950, 75 years on, ExxonMobil is increasing its involvement in the sport with a brand-new sponsorship. Since 2017, the Mobil, ... read more

ETTG Power a Year-Long Partnership Between Pringles & Cole Palmer Pringles has officially announced an exciting new partnership with Chelsea star Cole Palmer, launching the “Hot vs Cole” campaign. This collaboration, developed by Pringles, in partnership with Ear to the Ground (ETTG) and Chelsea FC, is designed to integrate Pringles into football culture with a fun, meme-worthy content strategy that puts Palmer’s personality at the forefront. The campaign celebrates the launch of ... read more

Stunning new Coors Lounge premium experience to launch in April As London's most iconic live entertainment venue celebrates 90 years, OVO Arena Wembley unveils vision for the future OVO Arena Wembley, one of the world’s most iconic and longest standing arenas is proud to announce a new partnership with Molson Coors, unveiling the new Coors Lounge. An extraordinary new premium space to recharge pre and post-show that promises to elevate the guest experience like never ... read more

one.com, part of group.one and a leading Danish company specializing in website creation, web hosting and digital solutions, is strengthening its partnership with the football club Oud-Heverlee Leuven (OHL) by collaborating with the agency Wasserman. This strategic partnership is part of a shared goal to increase the visibility of the one.com brand through activations and engaging initiatives throughout the current season. A few months ago, one.com signed a sponsorship contract with OHL, ... read more

Company formally brings together creative suite of services, built over two decades to serve clients through sports, music and entertainment Global sports, music and entertainment company Wasserman has united its best-in-class creative teams into a singular worldwide group under the Wasserman name, announced today by Global President of Brands and Properties Elizabeth Lindsey. The vertical, which fuses Wasserman’s unmatched creative depth and breadth across multiple integrated ... read more

Manchester City has today announced its collaboration with globally renowned hotelier, Radisson Hotel Group, for the Club’s 401-room hotel which is set to open in late 2026. Known as The Medlock, the brand-new four-star hotel will be connected to the Etihad Stadium and located within the Club’s wider development at the Etihad Campus. Operating all year round, the hotel will provide convenient and comfortable accommodation for music and sport fans who are attending events at the Etihad ... read more

Wasserman’s industry-leading branding and signage offering continues global growth with further expansion in the U.S. market Global sports, music, and entertainment company Wasserman has acquired branding and signage company bluemedia. The deal was announced today by Alastair Bewick, Group Managing Director of Wasserman Live, the branding and signage, custom fabrication, live event production and experiential operations division at Wasserman. As part of the acquisition, ... read more

New research from Gemba, a leading independent advisory firm to brands and rights holders in sport and entertainment, reveals that employees of major sports sponsors* believe conflicts of interest are damaging the credibility of the marketing channel. The survey found that 42% of respondents believe conflicts of interest, stemming from agencies both selling rights and advising potential buyers, are a ‘significant problem’ for the sponsorship industry. This figure rises to more than half ... read more

West Ham fans joined together this weekend at the Club’s first ever fan event in Utah, which culminated in a spectacular watch party for the Premier League London derby victory over Arsenal on Saturday.  The fun-filled West Ham Weekender took place in the breathtaking surroundingsof Canyons Village in the Park City Mountains, Utah. Fans enjoyed skiing on a dedicated and appropriately named ‘Claret and Blue run’, with iconic club mascot Hammerhead and Club legend Marlon Harewood who was on ... read more

RTR Sports Marketing is thrilled to announce the newly signed partnership between Pragmatic Play, a leading content provider to the iGaming industry, and the Aprilia Racing MotoGP Team for the 2025 season. This landmark collaboration brings together two industry leaders, creating an exciting synergy between world-class motorsport and cutting-edge entertainment. A perfect match of innovation and excellence Pragmatic Play, renowned for its immersive gaming experiences and innovative ... read more

In 2025, social media isn’t just about cat memes and selfies, it’s an algorithm-driven battleground where user-generated content and authentic voices shape cultural trends. Platforms like Instagram and X have evolved into passive media hubs, fuelling an "addiction economy" that raises mental health concerns and increases the demand for genuine, unfiltered experiences. Meanwhile, the rise of AI-generated content is igniting a creative renaissance, pushing brands to emphasise originality and ... read more

Ear to the Ground, the global sports, gaming, and entertainment agency renowned for its Fan Intelligence® approach, is proud to announce a strategic partnership with the University of Salford to enhance its Fan_Intelligence®_AI platform. This collaboration, led by Professor Mo Saraee, will bring together cutting-edge AI research and real-world fan insights to create an industry-leading tool that transforms how brands engage with fans. For over a decade, Ear to the Ground has invested in ... read more

Shikenso Analytics, a leading provider of AI-driven sponsorship valuation in the sports and entertainment industry, is announcing its partnership with Slovakian professional football league Niké Liga. This marks an important milestone for the league as they now incorporate an advanced analytics platform as part of their long-term strategy for the first time. Through this partnership, Niké Liga will gain access to Shikenso's state-of-the-art analytics tools. These tools will provide ... read more

Wasserman appointed to help unlock full commercial potential of iconic Dutch football club Global sports, music, and entertainment company, Wasserman, has entered a strategic partnership with Dutch football giants, PSV Eindhoven (PSV), to help supercharge the club’s commercial strategy. The collaborative effort aims to maximize PSV’s commercial success through a comprehensive process of commercial auditing, partnership strategy development, and market planning. Wasserman’s remit ... read more

Manchester City has today announced a multi-year global partnership with Publicis Sapient, naming the company as its Official Digital Business Transformation Partner. Through this partnership, Publicis Sapient will support Manchester City’s ongoing digital transformation strategy, helping the Club enhance its digital ecosystem. Leveraging its fully integrated SPEED – Strategy, Product, Experience, Engineering and Data & AI – capabilities, Publicis Sapient will work closely with the ... read more

This week will see Utah host a unique and exciting West Ham United watch-party as fans join together to cheer on the Hammers in their London derby against Arsenal on Saturday.  The West Ham Winter Weekender Presented by Essex Mortgage will see up to 250 fans head to the picturesque Weedon Family Ranch at the base of Canyons Village in the Park City Mountains.  Ahead of uniting together for Saturday’s Premier League fixture with Arsenal, fans will enjoy a whole host of thrilling ... read more

The industry leading immersive Elvis show, produced and developed by Layered Reality™ and debuting in London this Spring, has today announced a promotional partnership with U.S. based destination marketing organization, Memphis Tourism. The partnership was brokered by leading brand partnerships and sponsorship agency Reg&Partners. Elvis Evolution is a first of its kind experience that celebrates the legacy of Elvis Presley. Combining cutting-edge digital technology, live actors and ... read more

The Department of Business and Trade (DBT) is delighted to partner with SportsPro, the leading media and events company for the business world of sport. The partnership underscores both SportsPro’s and the DBT’s commitment to fostering international business growth, supporting innovation, and strengthening commercial ties between the UK and US sports industries. As part of this collaboration, DBT will join SportsPro at two of its flagship events — SportsPro New York and ... read more

SPAR, Ireland’s leading convenience retailer, has partnered with Irish Olympian, European Athletics Championship gold medallist and 400m star Sharlene Mawdsley to promote their ongoing commitment to Irish athletics ahead of the 2025 European Athletics Indoor Championships in Apeldoorn. SPAR has sponsored the European Athletics Championships since 1996, supported over 80 competitions over those 29 years and demonstrated our major commitment to facilitating healthy lifestyles ... read more

SumUp now an Official Partner of The O2 in London Global fintech SumUp has been appointed the official payment processor for the world’s most popular live entertainment, leisure, and retail destination, The O2. The multi-year deal, brokered by AEG Global Partnerships, covers supply of payment processing on-site (including SumUp’s point of sale solutions as well as self-service Kiosk) and sponsorship of payment processing across the arena. SumUp will dovetail with American Express, the ... read more

The Iconic Breezer is Back! At the Horeca Expo in Ghent and Horecava in Amsterdam, thousands of visitors flocked to our spectacular activation for an ice-cold Breezer! In a vibrant retro atmosphere, we reintroduced the Breezer brand, with Wasserman executing the briefing flawlessly. Bacardi challenged us to ensure that visitors from all over the expo were drawn to the stand – and we delivered! With the Breezer Disco Bingo concept, the excitement kicked off every hour. Our animation ... read more

Athletes to benefit from €75k donation to the Make a Difference Fund The Olympic Federation of Ireland (OFI), in partnership with Flogas, is proud to announce the launch of the Flogas Performance Programme. Thanks to the generous donation of €75,000 in funding from the successful Flogas Dual Fuel tariff to the Make a Difference Fund, athletes and coaches can now apply for this additional financial support as they prepare for competition at the highest levels in 2025. The programme marks ... read more

Manchester City has launched an International Women’s Day collaboration with Buy Women Built to inspire the next generation of founders and football. The campaign, which launches across both social channels from today, features content designed to champion female founded businesses and demonstrate that everyone has the potential to achieve great things on or off the pitch. The collaboration will culminate in a unique event in Manchester, which will give young people the opportunity to ... read more

21 new athletes added to the ambassador line-up The Olympic Federation of Ireland is delighted to announce the addition of twenty-one new Olympic and Paralympic athletes to the Dare to Believe Olympic Schools Programme, bringing the total number of athlete ambassadors to forty-four across fifteen sports, including Olympic Champions and medallists. This milestone coincides with Allianz Ireland becoming the official sponsor of the programme, reinforcing its commitment to inspiring the next ... read more

Allianz will support Team Ireland up to and through LA 2028 Allianz, one of the long-standing supporters of sport in Ireland, has been announced today as the new top sponsor and partner of the Olympic Federation of Ireland (OFI) and Paralympics Ireland, marking another milestone in Allianz’s commitment to fostering sporting excellence and inspiring the next generation of Irish athletes. Having been a partner to Paralympics Ireland since 2006 and the Olympic Federation of Ireland since ... read more

NatWest has joined ParalympicsGB as their official banking partner, and with an extension to their existing partnership with Team GB, will support both teams through the Milano-Cortina 2026 and Los Angeles 2028 Olympic and Paralympic Games. NatWest’s partnership with Team GB, which also encompasses support for the Youth Olympic Games in 2026 and Youth Olympic Festivals, began in 2023 to help inspire the nation to take action towards their goals. With the addition of ParalympicsGB, NatWest ... read more

Leading English fine wine producer, Gusbourne, has signed a three-year partnership deal to become the Official Sparkling Wine Partner of Somerset House. As part of the sponsorship, Gusbourne will have exclusive pouring rights across many of the dynamic, cultural events that take place at Somerset House throughout the year. Gusbourne, renowned for its award-winning portfolio of still and sparkling English wines, and Somerset House, a cultural landmark in the heart of London, have come ... read more

Factory International, the team behind Manchester’s Aviva Studios and the Manchester International Festival, has named Scott McVittie as its new Executive Commercial Director to drive its commercial strategy and cement Aviva Studios as a global cultural powerhouse. Named one of TIME magazine’s 100 best places to visit, Aviva Studios has fast become a cornerstone of Manchester’s cultural scene, welcoming 700,000 visitors since its opening last October. With 81% travelling ... read more

Suntory Spirits Ltd., one of Japan’s leading companies in the global beverage industry, and Aichi International Arena Co., Ltd., the venue operator of IG Arena, announced today that Suntory will become a “Founding Partner” of IG Arena, a new 17,000-seat multi-purpose arena for sports and entertainment in Aichi, Japan that is set to open later this summer.  The multiyear agreement, brokered by AEG Global Partnerships, will make Suntory an official and exclusive partner/provider in ... read more