News

Sponsorship and brand partnership agency Reg&Co has announced the signing of Tavo Pets as an official partner to the Kennel Club’s flagship event – Crufts 2025.  Tavo has created the first premium pet protection car seat system. Side impact and crash-test-certified to the highest child restraint standard, the Tavo Maeve™ Pet Protection System includes a luxury carrier that is secured into the car by a simple five second True Lock™ isofix installation system. This not only reduces ... read more

London Sport is thrilled to announce the extension of its successful partnership with Sid Lee London, a leading full service sports agency. This partnership, which initially aimed to invigorate the charity’s flagship events, Active LDN and the London Sport Awards, has helped London Sport spread its reach to continue to deliver on our vision to help all Londoners live longer, healthier, happier lives through being active. Building on a shared commitment to helping inactive Londoners in ... read more

Les Domaines Vinsmoselle Luxembourg have chosen Wasserman Benelux as their new partner for the flagship brand Poll Fabaire! Renowned for its craftsmanship and the use of the finest local grape varieties, the brand Poll Fabaire from Les Domaines Vinsmoselle Luxembourg represents one of the most prestigious brands of sparkling wines. For this initial collaboration, Wasserman Benelux and Les Domaines Vinsmoselle Luxembourg worked together on increasing the visibility of Poll Fabaire ... read more

Global sports company PUMA and Manchester City are proud to unveil the Definitely City kit for the 24/25 season, co-designed by legendary musician and lifelong City fan, Noel Gallagher. Marking the 30th anniversary of Oasis' iconic album Definitely Maybe, the special-edition kit draws inspiration from the album cover that defined a generation. The Definitely City kit will be worn exclusively in select European fixtures, encapsulating the spirit of a Club ready to rock on the biggest stages ... read more

Professional football team Club Brugge KV has entered a partnership with German analytics company Shikenso Analytics to measure sponsorship exposure on the club's UEFA Champions League (UCL) fixtures. Having already benefited from Shikenso’s AI-powered sponsorship insights through the company’s engagement with the Belgian Pro League, Club Brugge has now chosen to further bank on their services. Club Brugge KV is one of Belgium's oldest and most storied professional football clubs, ... read more

Wasserman’s industry-leading sports talent representation practice continues European growth with first Switzerland venture Global sports, music, and entertainment company Wasserman has acquired football talent representation business International Football Management (IFM), in a deal announced today by Wasserman Vice President, International Operations, Global Football, Lee Charnley. As part of the acquisition, Wolfgang Vöge, Franco Moretti, Fabian von Matt and Jürg von Matt will all join ... read more

Deal Names McCoy’s as Savoury Snacks Partner for NFL U.K. & Ireland The National Football League today announced McCoy’s — part of KP Snacks, home to some of the most iconic British snack brands in the U.K — as Savoury Snacks Partner across the U.K. and Ireland in a three-year deal through March 2027. The U.K.’s no.1 ridged crisp brand will be an official partner of the 2024 NFL London Games, activating across both Tottenham Hotspur Stadium and Wembley Stadium where games ... read more

Brouwerij Haacht enters a multi-year partnership with cycling icon for strategic campaign Brouwerij Haacht is proud to announce a multi-year collaboration with former professional cyclist and cycling icon Philippe Gilbert to further strengthen the positioning of the SUPER 8 Flandrien brand within the cycling world. As part of this strategic partnership, designed to reinforce the brand identity of SUPER 8 Flandrien, Gilbert will serve as the brand's ambassador. The collaboration with ... read more

West Ham United is pleased to announce the renewal of our partnership with international high-performance tyre brand Tomket Tyres, extending the partnership in a multi-year agreement. Tomket Tyres, the Czech Republic-based tyre manufacturer founded in 1997, has rapidly expanded from a bespoke online retailer to a globally recognised brand, selling in over 60 countries. Renowned for their industry-leading high-performance tyres, Tomket's extensive range covers more than 450 tyre sizes, ... read more

Latest Decoding 360 study from dentsu Sports Analytics and MKTG reveals significant differences between receptive and non-receptive fans Global sports marketing agency MKTG Sports and Entertainment, in partnership with dentsu Sports Analytics, today announces the 2024 update to its global fan sponsorship receptivity and profiling data platform study, Decoding 360. The refreshed data set, encompassing feedback from more than 10,000 consumers in Great Britain, Germany, France, Italy, Saudi ... read more

Global sports marketing expert Two Circles has announced the next stage of its international expansion, with a new move into Germany. This latest development aims to revolutionize the landscape for rights owners and brands in the country, both for German-based organisations looking to grow globally and for international organisations looking to activate in the region. The new Cologne-based office will serve as a hub of fan-first innovation and excellence, assembling a team of dedicated ... read more

 As Formula 1® drives forward with its Net Zero by 2030 goal, it has today announced a multi-year partnership with Aggreko, a world-leading provider of temporary power solutions, to deliver innovative low-carbon energy generation systems at all European Grands Prix from the 2025 season. As part of the deal, Aggreko will become an Official Provider of F1®. Aggreko and Formula 1® have been working on this system together since 2023 when they first piloted a centralised power generation ... read more

Manchester City has today announced the renewal of its long-term partnership with leading gaming publisher, EA SPORTS, now entering its fifth term. Since the partnership began in 2011, Manchester City and EA SPORTS have worked closely together to create authentic digital experiences and engaging content for fans worldwide through the immersive world of EA SPORTS FC. The inclusion of players across both the Men’s and Women’s squads over the years in EA SPORTS FC content and special ... read more

Jan Baeskens will strengthen the Wasserman Benelux team as Account Director. With over 20 years of experience in brand activation, Jan has worked on dozens of leading brands for various marketing and communication agencies. He has managed a wide range of projects for different multinationals at festivals, trade shows, and events, delivering both live and digital experiences. In his new role as Account Director, Jan will be responsible for managing and expanding client relationships in ... read more

Grangers, a renowned British brand dedicated to protecting outdoor enthusiasts against the elements, has entered a three-year partnership with the Royal National Lifeboat Institution (RNLI), becoming the charity's 'Official Aftercare Partner.' The partnership will see Grangers supply the RNLI’s All-weather Lifeboat crews with Performance Wash (both spray-on and wash-in versions), Clothing Repel and Performance Repel Plus, helping to extend the life of volunteer crews' kits. Additionally, ... read more

Manchester City has today announced a new multi-year partnership with corporate payments company Corpay, Inc. that will see the brand’s Cross-Border business become the Club’s Official Foreign Exchange Partner. Corpay is a globally recognised market leader in corporate payments and connects organisations of varying sizes across diverse industries. Their award-winning Cross-Border solutions are trusted by organisations across the world to help mitigate foreign exchange exposure from their ... read more

World Rugby and Two Circles have agreed an expansion of their partnership, with the ambition of accelerating fan-centric global commercial revenue growth. The deal is central to World Rugby’s mission to drive the long-term sustainable growth of the sport by increasing fan accessibility and relevance. The new deal sees an expansion of Two Circles’ bespoke services, including active sales representation for World Rugby’s sponsorship and digital rights, as well as extending the service ... read more

Manchester City has today announced a multi-year regional partnership with Yili Group, that will see Asia’s largest dairy producer become the club’s Official Dairy Partner. The agreement will see Manchester City branding and player profiles visible across Yili Group products in territories including China and Southeast Asia. In addition to this, the Club and Yili Group will collaborate to create bespoke content and campaigns for fans in the region. David Tang, Chief Executive ... read more

Manchester City has today announced the launch of the ‘Man City Virtual Etihad Stadium’ - a new interactive fan experience delivered by Sony for fans to enjoy. The interactive experience sees City become the first sporting brand to utilise Sony’s new FavoriteSpace™ service. The two global brands have been working on the fan engagement PoC (proof of concept) experience since a partnership between the organisations was announced in November 2021. Available to fans for the first time, the ... read more

This summer as beachgoers flock to our shores to enjoy the warm weather, the RNLI and XTRATUF encourage people to attend a RNLI lifeguarded beach where possible (find your nearest at  https://rnli.org/find-my-nearest/lifeguarded-beaches). Across the UK are 240 beaches, overseen by 1,600 seasonal RNLI lifeguards. This year, as a thank you for their hard work and dedication, RNLI lifeguards have been gifted an exclusive pair of XTRATUF red and yellow sliders as part of XTRATUF’s collaboration ... read more

Fulham Football Club is delighted to announce a new partnership with All Elite Wrestling (AEW), professional wrestling’s first true mainstream competitor in more than two decades, responsible for revitalising the industry with a renewed emphasis on creative spirit and in-ring athleticism. This partnership will see the AEW logo adorn the front-of-shirt for the FFC Women’s team during the 2024/25 season and reflects AEW’s commitment to progressing women’s sport. This collaboration has ... read more

Off The Ball, Ireland’s leading sports media group, has signed a 12-month partnership with Bank of Ireland. The partnership which starts in August will see Bank of Ireland come on board as the principal partner for rugby on Off The Ball. The partnership is a multi-platform partnership across FM, social and podcast with Bank of Ireland messaging and branding incorporated in to Off The Balls rugby coverage, including the much loved and Monday and Wednesday Night Rugby and Brian O’Driscoll ... read more

The social-first campaign is fronted by professional cyclist and Olympic medallist Elinor Barker, who completed her hat-trick of medals during the Paris 2024 Olympic Games Leo Burnett UK and Škoda UK have launched a new social-first campaign, Ride With Me, to encourage women across the UK to jump into cycling this summer. Škoda Auto, proud sponsor of the Tour de France Femmes avec Zwift, is on a mission to double the number of female cyclists in the UK, as new research shows that while ... read more

Following a competitive tender process, the Belgian Pro League switches to Shikenso Analytics' after impressing with its innovative approach to sponsorship evaluation. This marks an important milestone for the league’s and its 29 clubs' strategic growth. Revolutionizing Football with AI Insights The Pro League is Belgium's top professional football division, known for its competitive teams and passionate fan base. The League's strategic pivot to AI-driven insights is a game-changer for ... read more

Global sports, music and entertainment company Wasserman has hired Chris Foy as Executive Vice President and Managing Director, Rights Sales, North America announced today by Matt Vandrau, Wasserman President EMEA & APAC who also oversees the Global Rights Sales Team. Foy will lead the Rights Sales team in North America to deliver significant partners and revenue to its rights holder clients. Following Wasserman’s acquisition of CSM Sport & Entertainment in 2023, Wasserman is ... read more

Fitzdares find line and length in brand partnership with Stuart Broad Fitzdares, the premium UK-based bookmaker, has broken new ground with the signing of England’s second highest all-time Test wicket taker, Stuart Broad, as their flagship brand ambassador. Fitzdares see Broad as the perfect embodiment of their values, with his charisma, legacy and consistent excellence allowing them to build on their personal approach to bookmaking. The two-year deal will offer Fitzdares members ... read more

Lewes FC is delighted to announce an exciting two-year partnership with Who Gives A Crap, the eco-friendly toilet paper company. As part of this pioneering move, brokered by The Missing Linke, Who Gives A Crap will be the club’s front of shirt sponsor.  Who Gives A Crap is a profit for purpose organisation, they commit 50 percent of their profits to help ensure everyone has access to clean water and toilets within our lifetime and have already raised over £7m. Lewes FC Commercial ... read more

Reg&Co have a long standing history working with charities in the sports sector and are delighted to announce their appointment to secure new partners and sponsors for children’s cricket charity, Chance to Shine.  Chance to Shine is an independent charity that works to inspire young people through cricket in schools and communities across the country with a real focus on impact, social value and ensuring that the sport transcends social barriers. Since its foundation in 2005, the ... read more

The Royal National Lifeboat Institution (RNLI) are proud to receive a birthday gift from XTRATUF®, who will give a pair of bespoke sliders to every lifeguard this summer, as part of the charity’s 200th anniversary celebrations and as a thank you for their ongoing dedication to keeping beach visitors safe during the summer months. The RNLI marks turning 200 this year with the charity’s lifeguards playing a vital role in its lifesaving history since patrols began back in 2001. XTRATUF® ... read more

A new survey undertaken by sponsorship consultancy ONSIDE and Sport for Business has identified rugby, athletics, and golf as the three Olympic sports most attractive to sponsors in Ireland. While the popularity of rugby and golf are driven by the year-round schedule of competition, a pre-Opening Ceremony kick off for Sevens and a high-profile Irish golf team will help both sports consolidate their position at the top. It is athletics, however, that has had a breakthrough 18 months ... read more

West Ham United is pleased to announce a tour partnership with Visit Jacksonville that will highlight the vibrant and authentic values of Jacksonville, affectionately known as “The Flip Side of Florida," during our 2024/25 Sunshine State tour. As part of the collaboration, Visit Jacksonville, which attracts over 22 million visitors per year will be integrated into various aspects of our tour, showcasing the city’s attractions and rich history. The team itself will be visiting Jacksonville ... read more

Vita Coco, the world’s leading coconut water brand, has partnered with Boost Juice Stores and their brand ambassador British sprint record holder Zharnel Hughes to launch a limited time only smoothie to celebrate the summer of sport – The Swift Smoothie. Hughes has developed the smoothie recipe, which contains Vita Coco’s coconut water, with the leading UK nutritionist Rob Hobson.  Zharnel Hughes explains: “I love blending up smoothies even on busy training days. I always use Vita Coco ... read more

Festivals and gigs may be the best way for brands to engage with Gen-Z audiences, as three quarters (74%) of Gen-Z festival attendees agree that they are more open to new ideas at live music events. New research, conducted amongst festivalgoers at American Express presents BST Hyde Park by AEG Global Partnerships, the sponsorships arm of AEG Europe, suggests hard-to-reach Gen-Z audiences are more receptive to new brands, products and experiences. Brands that enhance attendees’ experiences ... read more

Manchester City has today announced a new multi-year partnership with leading global online betting and gaming brand, Betway. As part of the club’s pre-season tour of the United States, and to mark this significant deal, leadingfigures from Manchester City and Super Group will be on-site for the iconic NYSE bell-ringing ceremony later today. Ferran Soriano, CEO of City Football Group, along with Neal Menashe, Super Group CEO, will ring The Opening Bell at 9:30am EDT. The agreement will ... read more

West Ham United is delighted to announce a regional partnership with Essex Mortgage, a privately-owned mortgage lender serving nearly all 50 states in the United States.  Since 1986 Essex Mortgage have been committed to supporting families realise their dreams of homeownership. This multi-season agreement will see the lender become the Club’s first Official Regional Partner in the U.S, with the partnership launching in-market during West Ham United’s Sunshine State ... read more

Allianz Ireland have today announced the renewal of its partnership with the Olympic Federation of Ireland, reaffirming its commitment to supporting Irish athletes on their journey to Paris 2024 and beyond. As an Official Partner of the Olympic Federation of Ireland, the renewed agreement will see Allianz continue its support through to the Los Angeles 2028 Olympic Games. Allianz Ireland originally partnered with the Olympic Federation of Ireland in 2021, marking the start of a successful ... read more

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