News

Manchester City and global home appliances brand Midea have today announced the launch of five new community football projects across Africa. Building on a shared commitment to community development and youth empowerment, the new projects in Nigeria, Angola, South Africa, Kenya, and Morocco aim to foster healthier, happier, and more connected communities. As part of the initiative, Midea’s donation of resources and home appliances will transform community centres and football hubs into ... read more

Rebrand brings the full power of Wasserman’s global sports, music & entertainment business to the region Global sports, music and entertainment company Wasserman has rebranded the Middle East business units of CSM Sport & Entertainment (CSM), announced today by Matt Vandrau, President – EMEA & APAC at Wasserman. The verticals are overseen by the regional leadership team of Ben Faber, David Sanderson and Mike Davis, Regional Managing Directors, together with Jayne ... read more

Sponsorship performance framework provider SponsorLab Ltd today announces the launch of its new ‘StrategyLab’ insight and performance platform.  Built on the same principles as SponsorLab, StrategyLab now makes the simplicity and power of its proven sponsorship performance framework available for use with projects and business strategies of any size or type. The new tool not only brings expanded application and performance monitoring to the wider sports industry, but also to other ... read more

Global sports, music and entertainment business Wasserman has partnered with Decathlon’s performance cycling brand, VAN RYSEL to deliver an immersive brand experience for the world’s most prestigious cycling race. From 30 June to 9 July 2025, VAN RYSEL welcomed visitors to a traditional Flemish estaminet (a small café), reimagined and transformed into the ‘House of Cycling Dreams’, a multi-experience hub. As part of this activation, the cycling brand built a ‘Dream Jersey Workshop’, ... read more

Artist Pixie Lott to Perform the English National Anthem Ahead of the London Game Presented by NetApp The National Football League has announced that three-time GRAMMY®-nominated, record-breaking BRIT Award winner RAYE will headline the halftime show during the first 2025 NFL London games matchup presented by NetApp between the Minnesota Vikings and the Cleveland Browns on Oct. 5 at Tottenham Hotspur Stadium. RAYE has become a force in modern British music, with her debut album My 21st ... read more

Reg&Partners are pleased to announce a recent collaboration between HelloFresh and Rowse Honey, brokered by their team. This exciting brand partnership introduced 40,000 HelloFresh customers across the UK to a sample of Rowse Honey with their food delivery. Reg & Partners are proud to bring together like-minded brands that complement each other in this way. Get in touch with their experienced team if you’d like to discuss brand partnership and sponsorship ... read more

Ear to the Ground has been awarded the prestigious IPA Effectiveness Accreditation for 2025–2027, making it the only sports or entertainment specialist agency to achieve this status. Forty-four agencies have earned the accreditation this year – including adam&eveDDB, AMV BBDO, BBH, Grey London, Leo Burnett, Ogilvy, Publicis London, VML and Wavemaker UK – setting the industry benchmark for embedding effectiveness at the heart of agency culture. Ear to the Ground is proud to be recognised ... read more

Vodafone has agreed a major multi-year partnership with UEFA and UC3 to support the development of women’s and men’s European football.   This is an exciting time for Vodafone to engage with women’s football. As an official partner of UEFA Women’s Football, Vodafone will sponsor through to 2030: UEFA Women’s Champions League; UEFA Women’s EURO 2029; UEFA Women's Futsal EURO 2027; UEFA Women’s Nations League; Women’s European Qualifiers; UEFA Women’s Under-19 Championship; and UEFA ... read more

Fuse, the global sports and entertainment marketing agency part of Omnicom Media Group, has announced that Lucy Basden-Smith will be joining as Managing Director, further strengthening its world-class leadership team. Lucy brings more than 18 years of experience in sport, culture and entertainment. She has led major national and global partnerships and sponsorships, including EE x The Home Nations, BAFTA, Wembley Stadium, Defender x Rugby World Cup 2022 and 2023, Barclays ATP Tennis Finals ... read more

Legends and ASM Global have officially united as Legends Global, creating the premier partner to the world's greatest live events, venues, and brands. Building on Legends’ acquisition of ASM Global in August 2024, the company delivers an unrivaled, fully integrated solution of premium services with a white-label approach. The comprehensive services of Legends Global cover the entire lifecycle of venues and events: feasibility and consulting, owner’s representation, sales, partnerships, ... read more

Verve The Live Agency has appointed Michael Pring as Global Client & Development Director, a newly created leadership role designed to accelerate the agency’s international growth and deepen client partnerships across its expanding footprint in Europe, the US, and APAC. Michael joins Verve’s senior leadership team on 8th September and will work across all markets, including Verve’s operations in London, Dublin, Amsterdam and Singapore. A seasoned agency leader, Michael brings over 25 ... read more

British Gas will become the official energy partner of Women’s Super League Football following the agreement of a new and transformational multi-year deal to support the Barclays Women’s Super League (BWSL) and Barclays Women’s Super League 2 (BWSL2). This partnership is aimed at growing women’s football and creating a better matchday experience. British Gas and WSL Football will deliver community events nationwide and in-stadia, designed to bring supporters together and build lasting fan ... read more

Reg&Partners are pleased to announce that Mind Candy have appointed them to sell licensing and promotional partnerships for their award-winning IPs Moshi Kids, Moshi Monsters and World of Warriors. Mind Candy’s flagship brand, Moshi Monsters was created in 2007, with the company launching its eponymous online virtual world for kids, Moshi Monsters in 2008. The brand quickly became a global phenomenon, with the game played by over 100 million users, including 1 in 2 Kids aged 6-12 in the ... read more

SAP SE (NYSE: SAP) today announced that the Mercedes-AMG PETRONAS F1Team is leveraging SAP’s intelligent enterprise solutions to drive operational excellence, innovation, and regulatory compliance as the sport prepares for the new 2026 FIA Financial Regulations. With the 2026 cost cap set to increase to $215 million to accommodate new technical regulations and previously exempted items, Formula One teams face growing complexity in managing performance within strict financial boundaries. ... read more

Thorben Jeß will join the Anschutz Entertainment Group (AEG) as Vice President of Global Partnerships for Germany on 1 September 2025. He will be responsible for managing the company's entire sponsorship, premium sales and activation business in Germany. This includes all commercial partnerships for the Barclays Arena in Hamburg, the Uber Arena, the Uber Platz, and the Uber Eats Music Hall in Berlin, as well as well as Eisbären, the 11-time DEL Championship team.  Mr. Jeß joins ... read more

Millwall Football Club is pleased to announce a partnership with Fabricks. In association with MatchWornShirt, The Lions will be the first club in the Sky Bet Championship to use Fabricks for shirt authentication, beginning with Saturday's visit of Wrexham. Fabricks is a groundbreaking innovation that 100% digitally guarantees and protects the identity and authenticity of a product. Powered by an NFC (near-field communication) chip, secured in the blockchain, this digital certificate of ... read more

The Royal National Lifeboat Institution (RNLI) and Map My Mole (Community Dermatology Ltd.) have announced a strategic partnership to improve skin health awareness among RNLI lifeguards and the coastal public. The new partnership brings faster access to expert skin checks for those who work on the front line of our coasts. This collaboration reflects a shared commitment to outdoor safety. Lifeguards’ active outdoor lifestyles - both on and off duty -make this service particularly ... read more

Brazilian Esports powerhouse continues data-driven sponsorship strategy FURIA, Brazilian esports and entertainment organisation, and Shikenso®, the leading AI-powered sponsorship analytics provider, today announced a two-year extension of their partnership through 2027. The renewed agreement enables FURIA to continue leveraging Shikenso's advanced AI technology to track, measure, and optimise sponsor visibility across all digital platforms, including Twitch and YouTube. The ... read more

Reg & Partners have brokered a brand partnership between Samsung Domestic Appliances and Ocean Saver. Eligible customers who purchase a Samsung dishwasher will receive 100 free dishwasher tablets from Ocean Saver. This partnership will connect two great brands with an aligned customer base in home and household goods and making the planet greener. The Ocean Saver brand aims to create sustainable, plant-based household cleaning solutions and champion eco-friendly cleaning by reducing ... read more

RTÉ Commercial has today announced Centra as proud food sponsor of The Traitors Ireland, coming to RTÉ One and RTÉ Player on August 31. The partnership will be prominently activated in Centra stores and amplified through media across radio, digital, and social platforms, providing Centra with an opportunity to reinforce its connection to modern Irish consumers. As part of the collaboration, Musgrave supplied a curated selection of fresh fruit, pastries, snacks and juices for the ... read more

Manchester City and Etihad Airways have launched a video series that for the first time brings together augmented highlights and match footage in a virtual world. As part of Etihad’s ‘Beyond Borders’ Campaign, the latest content series will offer fans a unique view of Manchester City highlights from last season. From Omar Marmoush’s Premier League Goal of the Season strike to İlkay Gündoğan’s overhead kick, the series brings together highlights whilst showcasing Etihad’s home, Abu ... read more

Intelligent Research in Sponsoring GmbH (IRIS Sport), a premier sports industry specialist in media and market research, digital services, market intelligence, and sponsorship evaluation, is excited to announce the launch of its revamped official website. This strategic digital relaunch represents IRIS Sport’s commitment to innovation, clarity, and accessibility, designed to enhance engagement and support its international clientele. Founded in 2014, IRIS Sport has cultivated a reputation ... read more

Legacy Communications has launched a new campaign for ALDI Ireland, revealing ALDI’s beloved Katie the Carrot as the Irish women’s rugby team’s Chief Luck Officer (C.L.O.). The digitally led, playful campaign is steered by a video content series and brings to life ALDI’s latest sponsorship marketing activity with the IRFU.  Developed in collaboration with Legacy Communications and with The Coop handling production, the campaign blends humour, heart and national pride to rally support ... read more

Fuse, the global sport and entertainment marketing agency, today announced the expansion of its strategy team, marking a pivotal moment in the agency’s continued growth. Strategy has always been a cornerstone of Fuse’s approach, and this team builds on that legacy to further elevate the agency’s strategic capabilities. Tasked with driving Fuse’s new guiding proposition, Culturally Connected, Seriously Effective, they will play a key role in deepening Fuse’s ability to help engage ... read more

RTÉ Commercial has today announced Vodafone Ireland as the official broadcast sponsor of the Women’s Rugby World Cup 2025 on RTÉ. The 10th Women’s Rugby World Cup takes place from August 22 to September 27 2025, hosted across multiple cities in England. With an expanded 16-team format, this will be the biggest Women’s Rugby World Cup to date. Brokered by dentsu Ireland, the sponsorship will align Vodafone Ireland with the tournament's key moments, from all the live action on RTÉ2 and RTÉ ... read more

Verve, the award-winning live agency and certified B Corp, has named Mike Kettles as its new Group Creative Director, as John O’Shaughnessy transitions into a Non-Executive Creative Director role after 18 years with the agency. Kettles will lead Verve’s creative studio across Dublin, London and Amsterdam, and will oversee the agency’s creative direction in Singapore, where Verve will open a new office later this year. His appointment comes at a pivotal moment for the agency as it continues ... read more

Millwall Football Club is pleased to announce it has extended its long-standing partnership with Sodexo Live! as part of a multi-million-pound transformation to its hospitality, conferencing and event services at The Den, elevating the fan experience in SE16. Sodexo Live! is a global leader in hospitality services in the sports and leisure industry and has provided matchday retail catering services to The Lions since 2012. Now, the partnership is expanding to deliver a comprehensive ... read more

Global sports company PUMA and Manchester City have today launched the Club’s Third kit for the 2025/26 season, inspired by, and as a tribute to, the famous Mancunian weather. This kit is for the City that plays in the rain. Manchester City is a symbol of the people, the culture, and the spirit of Manchester. The new Third kit is designed for those who carry City in their hearts, rain or shine. Grey skies may often be seen overhead in Manchester, but this City brings electrifying football ... read more

Shikenso®, a leading analytics provider in the sports, esports, and entertainment industries, has officially unveiled its new brand identity. This strategic rebrand marks a significant milestone in the company’s evolution, highlighting a sharpened focus, expanded vision, and a strengthened commitment to empowering organizations with actionable data intelligence. Since its inception, Shikenso has grown from a data analytics startup into a trusted intelligence partner for global teams and ... read more

ONSIDE, Ireland’s leading sponsorship consultancy firm, today announced the appointment of Martin Fallon as its new Head of Advisory. Fallon joins from Wera Tools UK, where he served as Head of Marketing, overseeing innovative product launches, omnichannel brand campaigns and multi-year partnerships in motorsport. Fallon brings extensive experience from rightsholder organisations such as Motorsport UK, the Tour of Britain, Wasps, Connacht Rugby, and Harlequins, demonstrating a proven track ... read more

Publicis Sport & Entertainment’s UK office has today announced the appointment of Joe Koprowski as its Creative Partner. In his new role, Koprowski will lead the creative department leveraging the agency’s rich data capabilities to engage audiences through culture-led storytelling and activations. Koprowski brings extensive experience from agencies including Wieden + Kennedy, BMB, Dentsu, and AKQA. He has led creative for brands including Nike, Coca-Cola, Xbox and DAZN as well as with ... read more

Manchester City has today announced the launch of ‘StickerBook Challenge’, a brand-new gaming experience on Roblox for fans to enjoy as they collect and connect with the Club on one of the world's most popular digital platforms. This first-of-its-kind experience will see fans challenged to find Man City men’s and women’s first team player stickers hidden in their favourite Roblox games including The Floor Is Lava, and Teamwork Puzzles. As players complete their collections, they will ... read more

Eredivisie CV and Two Circles announced today the extension of their successful partnership for a fifth consecutive season, to continue strengthening fan relationships and growing engagement across the league. Since the start of the partnership in 2021, Two Circles has built an insight-led ecosystem that enables Eredivisie CV to offer a more engaging and personalised experience of its competitions. The league now connects with hundreds of thousands of fans, both domestically and abroad, ... read more

Trackman, the world’s leading developer of radar tracking technology for use in golf performance analysis, has signed a new three-year agreement to become the Official Launch Monitor and Official Ball Tracing Technology of the DP World Tour. A key component of the partnership will be Trackman providing broadcast services to the DP World Tour, with its ball tracing technology giving fans rich data and insights. The Tour’s award-winning social media team will also be utilising Trackman’s ball ... read more

Digital advertising and education programmes offer new integrated and community engagement opportunities for partners and brands Today, AEG Global Partnerships announces the expansion of its service offering, with a new AdTech platform and education initiative to provide brands with more opportunities to connect with live entertainment fans and build future talent. The sponsorship arm of AEG Europe, the world’s leading sports and live entertainment company, has introduced AEG Digital ... read more

Vodafone Takes Top Spot for Most Appealing Sports Sponsor; Lidl Leads in Cause-Related Sponsorship ONSIDE, Ireland’s leading sponsorship consultancy firm, today announced the key findings from its Q2 2025 Quarterly Sponsorship Review, highlighting exceptional growth and evolving trends in the Irish sponsorship landscape. The review provides leading analysis into consumer interest across Irish sport and non-sport sponsorship. The latest insights have revealed a dynamic and significantly ... read more

Aviva Ireland and ClubberTV announce new partnership, showing Aviva’s commitment to investing in grassroots sport in Ireland Aviva Insurance Ireland, one of Ireland’s leading insurance providers, has today been announced as a major partner of ClubberTV, the fast-growing sports streaming platform transforming how grassroots GAA and community sport are brought to fans across Ireland and beyond. The new partnership marks a significant moment for both organisations, bringing together Aviva’s ... read more

Ryder Cup Europe and the PGA of America announced today a multiyear partnership designating Enterprise Mobility, a leading global provider of mobility solutions, as a Worldwide Supplier of the Ryder Cup. Enterprise Mobility will provide a range of transportation solutions — including car and truck rental services for organisers, staff and sponsors — for the 2025 Ryder Cup, scheduled for Sept. 23-28 at Bethpage Black in Farmingdale, New York, as well as the 2027 Ryder Cup, slated for ... read more

Worcestershire County Cricket Club have appointed Reg&Partners to source sponsors and partners for 2026 and beyond, whilst working with Commercial Director Joe Tromans & his team! The deal will include supporting the club across all teams and cricket formats, from T20, One Day Cricket and County Cricket. The original formation of Worcestershire CCC can be traced back to 1865, and has grown from strength to strength, seeing them being promoted back into the first division in ... read more

Manchester City’s charity has unveiled a newly regenerated community football pitch, located close to the Etihad Stadium, supported by C.P. Company. Bradford Park has been transformed through City in the Community’s ‘Healthy Goals’ initiative, which uplifts the physical and mental health of local young people by creating new community football pitches in Manchester, where the charity’s youth-led programmes are delivered. The regeneration, which marks the charity’s eighth pitch development ... read more

Throughout the summer, From 29 May through to 27 September, Canada Square Park in Canary Wharf transforms into an outdoor entertainment hotspot.  The Summer Screens series draws large crowds with its mix of entertainment. With something for everyone, you’ll find live sport, blockbuster films, gaming and more, creating an outstanding platform for brand visibility.  At Reg & Partners, we’re proud to announce the following brand ... read more

Football legend and entrepreneur Gary Neville joins Sage to champion the small businesses powering the English Football League community Sage, a global leader in accounting, financial, HR, and payroll software for small and mid-sized businesses (SMBs) has announced a new long-term partnership with the English Football League (EFL), becoming its Official Accounting Software Partner.  With this partnership, Sage strengthens its commitment to the 3.5 million small and medium-sized ... read more

Sales intelligence platform Pearlfinders will return as Headline Sponsor of the 2026 ESA Awards. After the success of the 2025 ESA Awards in partnership with Pearlfinders, the company will again support Europe's most prestigious sponsorship awards throughout the judging and entry process and culminating in the ceremony in London on 12 March 2026. Pearlfinders will also sponsor the ESA Sponsorship of the Year category, won in 2025 by Gjensidige's 'Breathing Space' campaign (pictured ... read more

WSL Football has confirmed fixtures for the 2025-26 Barclays Women’s Super League (BWSL) and Barclays Women’s Super League 2 (BWSL2) season.  Kicking off on the weekend of the 5, 6 and 7 September, a men’s international break, the BWSL and BWSL2 seasons begin on the same weekend with every game across both leagues available for fans to watch live on Sky Sports, the BBC or YouTube.  Current BWSL Champions Chelsea kick-off at home against Manchester City, UEFA Women’s Champions ... read more

Award-winning creative agency Ear to the Ground has announced a wave of new hires across its strategy, creative, fan intelligence, delivery, and operations teams, following a record-breaking first half of the year. The agency, known for helping global brands like Nike, PlayStation, SNIPES and Pringles turn fans into consumers, has brought in ten new team members across multiple departments, with five more live roles currently out to market. A major senior hire is also due to be announced in ... read more

WSL Football is expanding the trial to offer supporters the choice to drink alcohol in the stands to 14 clubs across the Barclays Women’s Super League and Barclays Women’s Super League 2 for the 2025/26 season.  Unlike men’s football in the UK, the women’s professional game is not covered by legislation in the Sporting Events (Control of Alcohol etc.) Act 1985 (SECAA 1985) which prohibits the consumption of alcohol in view of the pitch.  An initial version of the trial took ... read more

RTÉ Commercial has today announced Very, one of Ireland’s leading online retailers, as sponsor of The Traitors Ireland, coming to RTÉ One and RTÉ Player later in the year.   The sponsorship deal with Very includes 240 Very credited stings airing across The Traitors Ireland episodes on RTÉ One and RTÉ One +1 as well as other content yet to be announced.  The deal also covers live broadcasts on RTÉ Player, all available catch-up episodes, and sponsor logos on all dedicated ... read more

Edinburgh International Festival is the first charity, and the first arts organisation, in the UK to achieve the British Standards Institute’s (BSI) Net Zero Pathway verification, as part of its commitment to sustainable practice.  This achievement underpins the International Festival’s commitment to Net Zero by 2045, in all its activity, from delivering year-round work with workshops, community engagement projects, and support for emerging artists, to an August festival programme that ... read more