News

Wasserman Benelux, a leading agency specializing in activation marketing, proudly announces the recruitment of their new account director, Vincent Bogaers, who will strengthen the team in the Netherlands. With over 10 years of experience in activation marketing, Vincent brings invaluable expertise that will be highly valued within Wasserman. His impressive portfolio includes collaborations with renowned brands such as Lipton Ice Tea, Heineken, Samsung, Renault, and Duracell. In his new role ... read more

Hilton and Lancashire Cricket are delighted to announce that the Official Hotel Partner has further increased its support for the Club. The long-term, award-winning, commercial partnership has been extended for a further year with Hilton also increasing their investment to support Thunder Cricket for the next three years. A major part of the agreement will see Hilton provide investment to increase Thunder’s squad of professional players to 16 – by funding four additional full-time contracts. ... read more

Rugby continues to dominate the sports sponsorship landscape in Ireland with new research from ONSIDE revealing seven out of the top 10 most admired sponsors have prominent partnerships in the sport. Following on from Ireland’s men successfully retaining their Guinness Six Nations title and ahead of potential record-breaking fixtures for Ireland’s women against Scotland and Leinster’s men in the Investec Champions Cup, ONSIDE’s latest Quarterly Sponsorship Review has highlighted the broad ... read more

Today, as official sportwear provider of Team GB and ParalympicsGB, adidas has unveiled the team kit that the athletes will wear at the upcoming Paris 2024 Olympic and Paralympic Games.  With one central design story, Team GB and ParalympicsGB’s athletes are united under a design DNA that celebrates the unique aspects of Great Britain, while encapsulating the fire of passion that burns within every athlete. Jacqueline King, Design Director, Specialist Sports, adidas, said: “Our belief is ... read more

Wasserman’s industry-leading sports talent representation practice continues global growth & commitment to representation of women Global sports, music, and entertainment company Wasserman has acquired the United Kingdom’s leading women’s football (soccer) agency, Volante Sports, announced today by Wasserman Executive Vice President & Managing Executive, Global Soccer, Richard Motzkin. As part of the acquisition, Volante Director Luca Russo will join Wasserman as Vice President, ... read more

Thousands of children will have the opportunity to immerse themselves in an Olympian environment at Sport Ireland Campus this summer, in the build up to Paris 2024 and during Team Ireland’s centenary celebration of participation at the Olympic Games.  The partnership of Allianz Insurance and Team Ireland with the Sport Ireland Campus Kids’ Camps continues for 2024, sparking inspiration in the hearts of future generations to get active and stay active for life. Allianz, the ... read more

Dame Jessica Ennis-Hill is the first to join the bill for Team GB House, Team GB’s home-from-home at the Paris 2024 Olympic Games, with sport and entertainment presenters Nick Bright, Nicole Holliday and Perri Shakes-Drayton to host the nightly live show. Tickets are on sale now to An Evening with… Dame Jessica Ennis-Hill on both 30 and 31 July. The Olympic Champion and star of London 2012’s Super Saturday will take to the stage at Team GB House for an in-depth Q&A with the hosts to ... read more

Rockstar Energy Drink and Live Nation UK unveil a ground-breaking, multi-year, partnership aimed at enhancing the UK music festival experience for Gen Z fans Rockstar Energy Drink® proudly announces a multi-year partnership across select Live Nation festivals in the UK. The long-standing collaboration will position the energy drink brand as the headline partner of six major festivals beloved by Gen Z in the UK, including Parklife, Wireless, TRNSMT, Reading and Leeds and ... read more

Partnership supports underprivileged communities through rugby and personal development to deliver positive social change Investec, the leading financial services group and title sponsor of the Investec Champions Cup, today announces a three year partnership with School of Hard Knocks (SOHK), a social inclusion charity that uses sport to teach valuable skills to underprivileged people; helping them to achieve out-of-the-ordinary results. Through the partnership, Investec will provide ... read more

As the anticipation builds for the Paris 2024 Olympics, Old El Paso has launched a brand-new multi-million pound campaign with Team GB. The campaign features the brand’s newly appointed Home Team Heroes: Double Olympic swimming champion Tom Dean MBE, Olympic silver medal winning weightlifter, Emily Campbell, Olympic diving champion and three-time medallist Jack Laugher MBE, and Olympic BMX racing champion, Bethany Shriever MBE. Team GB and Old El Paso have united over a shared goal of ... read more

Brentford FC partners with Genius Sports for data-driven highlights launching at this weekend’s Sheffield United fixture Brentford FC fans attending the fixture against Sheffield United this weekend and any games for the remainder of the season will have their matchday experience enhanced as the club have partnered up with Genius Sports to provide data-driven highlights for fans in venue and across social media. A first in the Premier League, the Gtech Community Stadium will see in-game ... read more

... read more

SheSportTech offers inspiration, training grants and access to unique experiences, all geared towards helping women explore the career possibilities afforded by this growing industry. Sports and entertainment marketing agency WeAreFearless announces the launch of SheSportTech, a TeamViewer-led initiative designed to inspire and support women[1] to pivot towards a career in sports technology. Faith Wheller, VP of Brand, Sports and Integrated Marketing Communications at TeamViewer, says: ... read more

West Ham United are proud to announce a partnership with Intuit QuickBooks, the industry leading global provider of financial accounting software for businesses and accounting professionals. Intuit QuickBooks will become the Official Accounting Software partner of West Ham United. Since their formation in 1992, Intuit QuickBooks has grown to be globally recognised as a leader in the provision of simple, smart accounting software, catering to over 6.5 million customers worldwide. At the ... read more

Wasserman’s Industry-Leading Sports Talent Representation Practice Continues Global Growth with ‘Wasserman Cricket’ Launch   Global sports, music, and entertainment company Wasserman will rebrand Phoenix Management Group as ‘Wasserman Cricket,’ announced today by Wasserman President, Talent Representation, Jason Ranne.  Phoenix joined Wasserman as part of the acquisition of CSM Sport & Entertainment, completed on October 3, 2023. As part of the rebrand, Phoenix Founder and Managing ... read more

World Table Tennis (WTT) is very pleased to announce that Floki will continue its journey in the WTT Series as Official Crypto Token Partner for WTT Champions Incheon Presented by Shinhan Bank which will take place 27-31 March at the newly opened Mohegan INSPIRE Entertainment Resort. After successful partnership delivery at WTT Champions Frankfurt, Floki will once again be the exclusive crypto token partner, activating through broadcast, digital and social media content. Jonny Cowan, ... read more

Today, EE launches its new campaign ‘Support. It’s In Your Hands’, enlisting a host of footballing stars from across the four Home Nations to upskill the nation in British Sign Language (BSL) and help everyone feel a part of the football conversation. While an estimated 1.2 million adults in the UK have hearing loss severe enough to impede most conversational speech, there are approximately only 150,000 BSL users (87,000 of whom are deaf). The integrated campaign endeavors to change this by ... read more

THG Ingenuity, THG’s complete commerce offering, is powering the launch of the Williams Racing 2024 merchandise collection through its global fulfilment solution. The multi-year fulfilment agreement is part of a wider partnership between THG and Williams Racing, which saw THG become an official partner across Nutrition, Technology & Ecommerce and Sustainability. THG Ingenuity offers fulfilment and courier management services to retailers and brand owners looking to accelerate their ... read more

Global sports, music, and entertainment company Wasserman announced today that CSM Sport & Entertainment, acquired in October 2023, has been rebranded as Wasserman. Integration of the two companies has been taking place since the acquisition, and will continue throughout 2024. The rebrand of CSM – paired with the 2023 acquisition of legendary entertainment management and production company Brillstein Entertainment Partners (which launched Wasserman’s entertainment division) and the 2021 ... read more

Underground Fan Club and MKTG Sports + Entertainment have launched a new programme called ‘Future FWD’, a free of charge initiative designed to help Gen-Z individuals break into the sports and entertainment industry. Starting on 24 April 2024, the programme will take place over a four-month period and will offer applicants the chance to learn from industry experts and gain hands-on experience across sports and entertainment marketing, sponsorship and production. Future FWD is open to 18-24 ... read more

Formerly The Halls, Wolverhampton, iconic Midlands’ venue renamed as University of Wolverhampton at The Halls through a five-year agreement with AEG Global Partnerships Today, the University of Wolverhampton has been announced as the new naming rights holder for The Halls, one of the most iconic live events venues in the Midlands, which has hosted world-class artists like Blur, McFly, Robert Plant and Leftfield since it re-opened in May last year. As part of the five-year deal developed ... read more

A global audience will witness Ireland’s celebration of 100 Years of Olympic participation next month when Team Ireland plays a central role in the National St Patrick’s Day Parade in Dublin on 17 March 2024. Ireland first competed as a nation in the Olympic Games in Paris 1924, and St. Patrick’s Day will serve as a nostalgic reminder of Ireland’s rich Olympic heritage. The annual parade on the streets of Dublin will be cheered on by more than half a million spectators in person and watched ... read more

Liverpool FC and its official sustainability partner, SC Johnson, have won the Environmentally Sustainable Sponsorship Award at the industry-leading 2024 ESA Awards. The ESA Awards showcases the best-in-class campaigns that cover the entire spectrum of sponsorship disciplines and recognise industry excellence right across Europe. This year’s 16th annual awards were revealed during an award ceremony in London with more than 500 professionals. Liverpool FC and SC Johnson’s ‘At work for ... read more

UK’s leading new business consultancy bolsters its brand partnerships division with latest acquisition  Leading new business consultancy, Ingenuity, today announces the acquisition of sponsorship specialist Reg&Co for an undisclosed sum. Reg&Co’s Founder Karen Morris and Director Stu Richmond (pictured), now reporting into Ingenuity founder and CEO Chris Kemp, will remain in their existing roles.  Ingenuity’s existing brand partnerships division is run by Managing Partners Chris ... read more

ONSIDE has been appointed by the International Federation of American Football (IFAF) to develop the bidding and commercial programmes for its 2026 Flag Football World Championship. The joint men’s and women’s event in 2026 will be the first Flag Football World Championship to feature qualifying slots for the Olympic Games following confirmation of the sport’s inclusion on the programme for Los Angeles 2028. IFAF President Pierre Trochet said: “Flag football is growing rapidly around the ... read more

NEOM, the sustainable development taking shape in the northwest of the Kingdom, has announced that it has been appointed as principal partner of Rajasthan Royals, one of India's premier T20 cricket league teams. Under the terms of the agreement, Rajasthan Royals will sport NEOM's corporate brand logo on the chest of all official team clothing during India's premier T20 cricket league in 2024 and 2025, thereby imprinting further awareness of NEOM on a wide global audience. The partnership ... read more

The partnership will also result in the extension of a STEM programme to support 1,200 school children in the North East of England, where Sage’s global headquarters is based Sage, the leader in accounting, financial, HR and payroll tech for small and mid-sized businesses, is partnering with Sportable, a global data collection and analytics platform, to bring deeper, AI led insights to the world’s biggest sports. The strategic marketing partnership follows Sage’s role as ... read more

Opportunity to buy tickets for the biggest party in Paris during the Olympic Games Tickets to the Team Ireland House at the Paris Olympic Games officially go on sale today. Irish fans travelling to the Olympic Games are invited to join what is guaranteed to be the biggest party in Paris next year, taking place in the iconic O’Sullivan’s By the Mill beside the famous Moulin Rouge in Paris. For 18 nights, from the 25 July to the 11 August, Irish and International entertainment acts ... read more

Manchester City has today announced an extension of its partnership with Qualtrics, the leader and creator of the Experience Management (XM) Category. An Official Club Partner since 2021, the new agreement announced today will see Qualtrics expand its role as Official Experience Management Software partner. With Qualtrics, the club continues to capture and analyse fan feedback at every point to deliver the best experiences, in and out of the Etihad stadium. Through the partnership, ... read more

The UK’s leading mural-painting company Global Street Art have announced the appointment of Reg&Co and Rosendale Partnerships as the two partnership agencies who will secure partners for the second edition of the London Mural Festival. The second London Mural Festival, taking place throughout September 2024, will showcase exceptional street art mural artists from around the world. The first edition of the festival, during 2020, saw 200 artists from 15 countries paint 75 sites across 13 ... read more

The campaign created by Publicis Dublin portrays the human behind the athlete on their path to the Olympic Games and Paralympic Games Paris 2024 Following the launch of their ‘Altogether More Human’ brand platform in October and their ‘Moving With You’ mortgage platform in December, comes the latest campaign from PTSB and Publicis Dublin, profiling the title sponsorship of both the Irish Olympic and Irish Paralympic teams, ‘The Human Behind the Athlete’. The campaign is based on the ... read more

Welcoming the first two partners of new Match Day Live Platform Global sport and entertainment agency, CSM, is pleased to announce that it has been appointed to lead on commercial partnerships for the Men In Blazers Media Network.  Over the last decade, Men In Blazers Media Network has become the authentic home for North America’s soccer fans. Delivering news, insights, content, and commentary for its community, the platform hosts with talent including former US Internationals Sam Mewis ... read more

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