News

Today, adidas and Team GB have announced an extension which will see one of world sport’s longest partnerships continue until 2032. Having begun at the Los Angeles Olympic Games in 1984, the long-standing relationship enters its 40th year in 2024, remaining the British Olympic Association’s longest serving domestic partnership. This latest extension will see adidas equip Team GB athletes for both Los Angeles 2028 and Brisbane 2032, as well the two upcoming Olympic Winter Games in 2026 and ... read more

Two Circles also appointed as exclusive media sales agency for UEFA Women’s Champions League UEFA has appointed Two Circles as the exclusive sponsorship agency for UEFA Women’s Football and as the exclusive media sales agency for the UEFA Women’s Champions League for the 2025-2030 commercial cycle. The sponsorship programme includes marketing rights for UEFA Women’s EURO 2029, the UEFA Women’s Champions League, UEFA Women’s Futsal Championship, the UEFA Women’s Under-19 and Under-17 ... read more

London Sport and Nuffield Health have announced a 12-month partnership to deliver Move Together classes in London-based communities facing the greatest levels of inactivity. Fun, accessible activity classes will be held across eight London schools initially, with the aim of supporting an additional 3,000 girls to access the Move Together programme. More than half (55%) of young Londoners (approximately 620,000) are not achieving the recommended levels of physical activity for their health and ... read more

caytoo, a sponsorship intelligence business founded just six years ago, has been selected for The Culture 100 Award, which recognises and celebrates the 100 greatest companies to work for in the UK in terms of building a progressive, people-first workplace. Over 5,000 companies from small startups to global giants were assessed and over 20,000 employees interviewed to uncover those where employees can thrive and are backed by their companies. The Culture 100 companies chosen for 2024 ... read more

Vita Coco, the world’s leading coconut water brand, has signed as the official Hydration Partner for the London Athletics Meet, the annual edition of the Wanda Diamond League in the UK, taking place at the London Stadium on Saturday 20 July. The partnership with British Athletics will see Vita Coco provide coconutty refreshment for fans attending the London Stadium, with Vita Coco product also distributed to officials and volunteers at the meet, which is broadcast worldwide. Team GB ... read more

Global financial payments platform Airwallex has appointed global sports marketing agency Right Formula to amplify and support its Official Partnership with the McLaren Formula 1 Team. The partnership between Airwallex and McLaren Formula 1 Team was agreed in February this year with a focus on innovation and precision. As a leader in the payments sector, Airwallex technology is helping McLaren Racing to optimise its supply chain payments as well as unlock multi-currency payment options and ... read more

Global fashion and lifestyle brand expands its influence in the world of golf as the Official Clothing Supplier of the DP World Tour  rEvolution, the global leader in sports marketing, has been named the sports marketing agency of record (AOR) for the global fashion and lifestyle brand, J.Lindeberg. The appointment follows J.Lindeberg’s recent announcement (July 2), which sees it become the Official Clothing Supplier of the DP World Tour – golf's global Tour with 44 tournaments in 24 ... read more

INEOS Automotive has become an official partner of the Royal National Lifeboat Institution (RNLI), the charity that saves lives at sea. Over the next five years, the INEOS Grenadier will become the official vehicle of RNLI lifeboats and support the RNLI by helping their volunteer lifesavers to launch for those who are in difficulty in the water and in need of their help. Over the duration of the partnership, Grenadier Station Wagons will be deployed at locations around the UK and Ireland to ... read more

Manchester City has today announced a new multi-year partnership with Italian fashion brand, C.P. Company. The partnership will celebrate the shared relationship between the city of Manchester and the Italian brand, established in the 80s through authentic engagement with the football fandom. Despite the 1,750 kilometres separating Bologna and Manchester, both cities resonate with the same indomitable spirit. United by a rich industrial heritage and a deep connection to music, they ... read more

A new strategy which will support the future of Glasgow’s cultural sector has been unveiled. Glasgow’s Culture Strategy 2024-30, approved by Glasgow City Council’s City Administration Committee, is designed to enable culture to shape and build the future health, prosperity and sustainability of Glasgow and its people. The strategy was co-created by Glasgow Life in partnership with Glasgow’s Culture Forum through engagement and consultation with the city’s cultural sector. The strategy has ... read more

Leading online FX and CFD broker Axi has wrapped up the 2023/24 football season by launching their new campaign, The Mentality Edge, with a video featuring players of Manchester City Women. The Mentality Edge stars Man City Women players Kerstin Casparij, Jess Park, and Mary Fowler, as they detail how to master their competitive edge in the game. Hannah Hill, Head of Brand and Sponsorship at Axi, outlined the objective of the campaign: “As a responsible broker, the success of our ... read more

Montirex, the sportswear challenger brand, has appointed Havas Play UK to oversee and develop Montirex’s strategic creator and brand partnerships. Havas Play UK’s brief is to develop Montirex's talent partnership and communications into a cohesive, nationwide strategy as Montirex seeks to expand out of its North England roots.  Founded by two young sports fans, Daniel Yuen and Kieran Riddell-Austin, in Liverpool in 2018, Montirex has rapidly expanded across the North of England, ... read more

As the official IT provider for golf’s original Championship, NTT DATA will unveil its advanced Digital Twin technology, AI innovations, a Private 5G network and its ShotView activation, for a revolutionary golf experience NTT DATA, a global digital business and IT services leader, announced today it will be transforming the fan experience at The 152nd Open being played from 14-21 July at Royal Troon.  As the official IT provider for one of the most prestigious golf Championships, NTT DATA ... read more

British start-up Skarper has taken victory at the prestigious EUROBIKE 2024 Awards, picking up a prize in the competitive ‘Components’ category. Skarper seals the win with its innovative device that can turn a regular bike into an e-bike with a single click. The device is an ultralight and portable drive system that clicks seamlessly into a bikes existing rear brake mechanism, thanks to Skarper’s DiskDrive rotor (which replaces the rear disk on the bike), transforming it into a high ... read more

The final installment of the three-part ‘Building a Legacy’ series delves into the benefits of sponsorship for brand marketing. “Building a Legacy: Going for Gold” available here That’s What I Call Marketing and Legacy Communications are delighted to release the final installment of the Building a Legacy podcast series. For this episode, host Conor Byrne is joined by Mary McGuire, Head of Sponsorship at Legacy Communications, Phil Greene, Sponsorship Manager at PTSB, Amy O’Shaughnessy, ... read more

Coconut water brand, Vita Coco, are celebrating the British summer of sport with a large prize giveaway to entice any sporting fan. This July and August sports fans have a feast of entertainment to enjoy, and Vita Coco are celebrating with the fans by giving away a wide range of sport and fitness prizes, with the top prize being an all-expenses trip to Jamaica for two to train with Vita Coco ambassador and Team GB Sprinter Zharnel Hughes. In the free to enter competition ... read more

OPRO, the world’s most technically advanced mouthguard company, is proud to announce a new partnership with the Rugby Players Association (RPA), as an Official Supporter of the RPA. As part of the partnership, OPRO will provide comprehensive educational resources and support for the RPA’s members regarding the benefits and proper usage of OPRO mouthguards, including the Prevent Biometrics iMG (smart mouthguard), made by OPRO. This collaboration underscores OPRO's commitment to enhancing ... read more

Manchester City and WWE®, part of TKO Group Holdings (NYSE: TKO), have today announced details of an exclusive merchandise collaboration, that will see the two globally recognised brands featured together across a range of new products. The new collection will include six T-shirts featuring Manchester City and WWE detailing, such as a CM Punk best team in the land and all the world T-shirt and other tee’s featuring Becky Lynch, Roman Reigns and “Stone Cold” Steve Austin design inspiration. ... read more

The continued partnership will see Energia launch new initiatives aimed at growing club rugby nationally alongside their continued support for both the Men’s and Women’s Senior Teams.   Energia has announced it will renew its partnership with the IRFU for a further 5 years until 2029, reaffirming its commitment to powering Irish rugby at all levels and celebrating community heroes.  Energia has been an official partner of Irish Rugby since 2019, serving as a title sponsor of the Men’s ... read more

The international retail chain powers up its esports strategy with best-in-class data solutions. ALDI France is now embarking on a partnership with Shikenso Analytics to measure their sponsor exposure in esports.The ALDI Nord Group is one of the leading international retail enterprises. With a tradition stretching back over 110 years, the ALDI brand is synonymous with the invention of discount retail. Today, ALDI Nord employs over 91.000 people across eight European countries, including ... read more

Luxury jewellery brand Boodles has signed as the Official Headline Partner of Belgravia’s A Summer of Sport, with the iconic British brand activating onsite in Eccleston Yards this summer. Running from July to September “A Summer of Sport” will offer Londoners the opportunity to watch live screenings of this summer’s sporting activity within the intimate setting of Eccleston Yards, a short walk from Victoria Station. Created by Grosvenor, A Summer of Sport screenings will include the ... read more

Tyre technology brand Bridgestone has signed as an official partner to The Hot Wheels City Experience, Manchester, taking place at the BEC Arena, Trafford Park on August 13 – September 12, 2024.  The Hot Wheels™ City Experience will be opening at its first European venue, the B.E.C Arena, Manchester. Opening its doors from 13th August – 12th September 2024, the 6,000 square metre experience, will provide fans of all generations with the opportunity to step through a nostalgic and educational ... read more

The campaign, featuring Team Ireland athletes Sarah Lavin, Fintan McCarthy, Daniel Wiffen and Jordan Lee, portrays the human behind the athlete on their path to the Olympic Games and Paralympic Games Paris 2024 Following on from the launch of the Bank’s Team Ireland TV Ad Campaign in February, comes the latest campaign from PTSB, profiling the title sponsorship of both the Irish Olympic and Irish Paralympic teams and delving deeper into what it means to support the human behind the ... read more

The Edinburgh International Festival, in partnership with The Macallan, today announces full details of Opening Event: Where to Begin,a large-scale, visually spectacular outdoor event opening the 2024 International Festival. Responding to this year’s International Festival theme, ‘Rituals That Unite Us’, Opening Event: Where to Beginwelcomes visitors from near and far to discover and share in a new ritual together, for the International Festival and the city of ... read more

Wasserman’s industry-leading women’s impact and advisory business deepens its commitment to women’s sport in the UK The Collective®, Wasserman’s women-focused impact and advisory business, has partnered with the UK’s top level netball competition, the Netball Super League (NSL). The new partnership will see The Collective® instated as Brand Impact Partner to support the development of a new domestic proposition for the NSL as they move into an era of transformational change, which will also ... read more

London brand experience agency, Verve the Live Agency, has hired Sunny Patel as Creative Director GB to support the growing demand of new business into the company. Sunny brings with him over 17 years of industry experience across multiple disciplines having previously worked at Ignite and Wasserman working with BMW, NFL, Nike & Formula 1, to name a few. “We’re delighted to welcome Sunny into our highly multidisciplinary creative team” said John O’Shaughnessy, Verve’s Group ... read more

Manchester City has today announced a new global partnership with JinkoSolar, that will see the brand become the Club’s Official Solar Energy Partner. JinkoSolar is a globally renowned and highly innovative solar technology company. Embracing the mission of "changing the energy portfolio and taking responsibility for enabling a sustainable future", JinkoSolar has maintained its position as the global leader in module shipments for five years. As of the first quarter of 2024, Jinko Solar ... read more

Fulham Football Club (Fulham FC) is excited to launch its new partnership with the Mongolian Ministry of Culture and ‘Go Mongolia’ a brand focused on promoting the national spirit and culture of Mongolia to people of the world. Mongolia is a destination renowned for its rich culture and stunning landscapes, including vast mountains, expansive lakes, and grassland steppes. Its capital, Ulaanbaatar, combines the country’s nomadic history with modernity, allowing people to experience local ... read more

AEG Global Partnerships, the partnerships arm of the leading live entertainment company AEG Europe, is beginning its search for naming rights partners for its latest new state-of-the-art venue at Olympia London, creating a new opportunity for brands to reach the varied audiences that attend live events. A new 4,000 -capacity venue in West London, Olympia forms the centrepiece of the £1.3bn redevelopment of the 14-acre Olympia Estate. As part of a new international district for entertainment, ... read more

The Edinburgh Festival Fringe Society is delighted to announce a new partnership with Bloomberg Connects, who will become the official Storyteller of the Fringe through the creation of a new digital guide, sharing the history and stories of the festival.  Bloomberg Connects aims to connect audiences to arts and culture, anytime from anywhere, through their free app. With a vision closely aligned to our own of giving anyone a stage and everyone a seat, this new guide will tell the ... read more

Verve, the leading events and brand experience agency, has been certified B Corp. It is now counted among businesses leading a global movement for a more inclusive, equitable and sustainable economy. Verve, a trailblazing leader in the events and brand experience industry, is thrilled to announce its official certification as a B Corporation (B Corp). This certification underscores Verve’s commitment to meet the high standards of social and environmental performance, transparency, and ... read more

Wasserman’s industry-leading sports talent representation practice hires Dublin-based David McHugh Global sports, music and entertainment company Wasserman has further bolstered its capabilities in Europe with the addition of Line Up Sports, which will rebrand as Wasserman. Line Up Sports is led by David McHugh (below left), who will join Wasserman as Director, Talent Marketing and Representation, Ireland. Ryan Constable (above right), Wasserman’s Executive Vice President & ... read more

Wasserman will support cycling team Lotto Dstny in their ambitious commercial development under the leadership of brand new CCO Kenny Provyn. As part of this collaboration, Wasserman Benelux will help the team identify and develop new partnerships, which are critical to the team's growth and success, and the further marketing professionalization of Belgium's oldest cycling formation. Lotto Dstny, a well-known name in cycling who recently scored several national and international ... read more

A new sponsorship company called 1986 has been launched by Matt Stevenson and Tom Bazeley. 1986 will work with both brands and rights holders on the creation and activation of sponsorships inthe world of sport, music, gaming, film and television. Stevenson and Bazeley have decided to call the company 1986 because that’s when they first metat school, and have been best mates ever since. Stevenson (pictured left) has worked in marketing and sponsorship for the last 25 years at brands such ... read more

Agreement spans both Paris 2024 and L.A. 2028 Games The Olympic Federation of Ireland and Woodland Group Ireland Ltd have signed an agreement that will see Woodland Group deliver all storage, logistics and transport for Team Ireland. The agreement spans both the Paris 2024 and Los Angeles 2028 Olympic Games, with Woodland providing expert logistic services to Ireland’s Olympic team throughout the entire term. Woodland Group is Ireland's leading supply chain company and offers ... read more

The Edinburgh Festival Fringe Society is delighted to welcome Innis & Gunn on board as the Official Beer Partner for the Edinburgh Fringe 2024. This partnership will see Innis & Gunn bring a new Scottish food and drink offering to the Mound, a key location amid the vibrant atmosphere of the Fringe street events. Innis & Gunn on the Mound will offer visitors the chance to enjoy a selection of the brand’s premium Scottish beers, including the multi award-winning lager. In ... read more

French motocross star Tom Vialle has signed with Wasserman, where he will be represented by Senior Vice President, Action Sports & Olympics Lucas Mirtl. Vialle is a two-time MX2 Motocross World Champion, who won the 2023 Motocross des Nations as a member of Team France, and just clinched the 2024 AMA Supercross 250cc East Championship. Mirtl also represents a star-studded roster beyond Vialle, including multi Supercross and Motocross champion Jett Lawrence, Hunter Lawrence, Jo ... read more

dentsu Sports International HQ opens in Riyadh, Saudi Arabia dentsu, a global leader in marketing communications, is proud to announce the launch of dentsu Sports International (DSI) in the Middle East and North Africa (MENA) region. With a strategic focus on enhancing sports marketing and analytics services, the establishment of DSIin the MENA region marks a significant milestone in its commitment to servicing clients in this growing market. DSI MENA will be headquartered in ... read more

Live entertainment leader achieves 86% engagement score, surpassing industry standard by 14%; unveils employee video campaign celebrating award-winning culture. AEG Europe, the world’s leading sports and live entertainment company, has been recognised as one of the best places to work in the United Kingdom by The Sunday Times, solidifying its reputation as a best-in-class employer committed to fostering a culture of excellence and inclusivity. The prestigious accolade is awarded to ... read more

Irish patent licensing company to back Team Ireland at Paris 2024 and beyond The Olympic Federation of Ireland today announced that Key Patent Innovations will become official partner to Team Ireland, following an agreement which opens with the Paris 2024 Games. The homegrown Irish company is a global leader in patent licensing, with a field of experts that identify and invest in high value patent-based opportunities. With less than 100 days until the Paris Olympic Games, Key Patent ... read more

The Football Association [The FA] and Barclays have launched a new mentoring programme which aims to provide aspiring leaders from historically underrepresented groups within the football industry with the opportunity to gain valuable insight, guidance, and support from experienced professionals to become tomorrow’s leaders. The FA Kickstart: Leaders Mentor Programme supported by Barclays is open to anyone who is currently working in off-the-pitch roles at any level of English football, ... read more