News

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

Manchester City has today announced a renewal of its global partnership with Unilever brand, Rexona. An Official Partner of the men’s team since 2018, Rexona, also known as Sure, Degree, Shield and Rexena in markets around the world, expanded their initial agreement in 2020 to also sponsor Manchester City Women. The new multi-year agreement will see the brand continue as a partner of both men’s and women’s teams. Throughout the partnership to date, Manchester City and Unilever have ... read more

Ahead of the 2023 United States Grand Prix in Austin, Williams Racing is proud to announce a ground-breaking multi-year partnership with THG, the global proprietary technology platform specialising in taking brands direct to consumers.  The multi-dimensional agreement sees THG come onboard with Williams Racing as an Official Partner across Nutrition, Technology & Ecommerce and Sustainability.  The partnership embodies the shared DNA of two dynamic British organisations, ... read more

The Royal Institution (Ri) has today announced a significant three-year partnership with CGI as the title partner to the CHRISTMAS LECTURES. The partnership combines the pioneering spirit of science with cutting-edge technology and innovation, and provides valuable support for the Ri in delivering the CHRISTMAS LECTURES and its wider charitable activities. The partnership was secured by sponsorship agency Reg&Co. The Ri is an independent charity dedicated to bringing the public and ... read more

Johnny Sexton has overtaken Katie Taylor to top Ireland’s most admired Irish sports stars list, a position the Bray boxer has held since 2016, while Ryan Tubridy retains his number 1 standing as Ireland’s most admired TV / Radio personality, according to sponsorship advisors ONSIDE. Sexton’s newly crowned status as Ireland’s Most Admired Sports Personality sees the Ireland and Leinster rugby superstar selected by 22% of Irish adults as their favourite, a level of prominence last achieved by ... read more

London’s Original Football Club has extended its partnership with Fitzdares, giving the premium bookmaker a new home in South West London through to 2024. Following a highly successful partnership in 2022/23 which was marked by memorable matchday activations, the Club and its Official UK Betting Partner maintain a shared focus on sporting values, unforgettable moments, and traditions. On Matchdays, Fitzdares have brought the elegance, design and service-ethos from their Mayfair venue to ... read more

Origins: An NFL Collection highlights design talent in NFL event host cities and celebrates local stories and communities The collection will be exclusively available at London’s Dukes Cupboard in Soho, from Friday, 13 October to Saturday, 14 October The National Football League (NFL) today revealed the latest instalment of Origins: An NFL Collection, celebrating the 2023 NFL London Games. This Origins programme highlights London designers and the communities they support, with the latest ... read more

Launched in 2022 with support from the EU’s Erasmus+ Sport programme, the GAMES project has introduced a comprehensive report titled ‘Guidelines on Decarbonisation Practices for Athletics, Biathlon, and Floorball.’ Led by the Institute of Management at Sant’Anna School of Advanced Studies in collaboration with World Athletics, the International Biathlon Union (IBU), the International Floorball Federation (IFF), the Swedish Floorball ... read more

Watch Crouch educating members of Burton Albion’s men’s first team squad here (contentalso available for download here). Iconic Unilever brand Bovril, a hot beefy drink or spread, have partnered with legendary Englandfootballer Peter Crouch to launch a new sponsorship between the brand and Sky Bet League Oneside Burton Albion. The collaboration sees Bovril become Official Hydration Partner to ‘TheBrewers’, the team local to Unilever’s Burton-upon-Trent factory where Bovril is ... read more

Wasserman, a leading talent representation and marketing company, is pleased to announce the completion of its acquisition of CSM Sport & Entertainment. The deal will expand Wasserman’s service capabilities and geographic footprint in the sports, music, entertainment and culture industries. As integrations are ongoing, CSM will continue to operate as currently constituted and will formally become Wasserman in 2024. The deal gives Wasserman the geographic reach to provide tailored ... read more

Pop superstar, Kylie Minogue, performed to an intimate crowd at O2 Shepherd’s Bush Empire on Wednesday night (27 September), with fans treated to tracks from her new album and some of her most iconic songs. The global icon performed to a crowd of 2,000 fans made up exclusively of O2 and Virgin Media broadband customers after more than 100,000 people applied for tickets via a ballot courtesy of Priority from O2. Kylie delighted the crowd with fan-favourites including Spinning Around, ... read more

Multiyear agreement will drive targeted visibility for Los Angeles, showcasing the City of Angels as the ultimate travel destination for leisure travel and professional meetings & events  AEG, the world's leading sports and live entertainment company, and Los Angeles Tourism & Convention Board (LA Tourism), the official, non-profit tourism promotion organization for the City of Los Angeles, have launched a strategic global partnership. As part of the multiyear deal, facilitated by ... read more