News

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

Signed at the Esports World Cup in Riyadh, this is a world-first collaboration between a luxury tourism developer and a leading esports organization Red Sea Global (RSG), the developer behind regenerative tourism destinations The Red Sea and AMAALA, today announced a landmark three-year sponsorship of T1 Entertainment & Sports (T1), a leading global esports organization. Signed at the Esports World Cup in Riyadh, the sponsorship deal represents the first time a tourism developer has ... read more

Olympic gold medallist rower Fintan McCarthy, Olympic 100m hurdler Sarah Lavin, world silver medallist boxer Aoife O’Rourke, Double Paralympic medallist swimmer Róisín Ní Ríain, World Champion para-rower Katie O’Brien and table tennis Paralympian Colin Judge help launch major partnership Leading retail group SPAR and EUROSPAR have been confirmed as Official Retail Partners to The Olympic Federation of Ireland and Paralympics Ireland. The partnership will see SPAR and EUROSPAR support Team ... read more

A new survey undertaken by sponsorship consultancy ONSIDE in collaboration with Sport for Business members highlights opportunities in Artificial Intelligence, an appetite for emerging sports, and new sporting infrastructure as opportunities in sponsorship in Ireland. While 7 in 10 industry experts see a lot of opportunities in the use of AI in their organisation, 56% are concerned about AI and data privacy. This voiced concern, in light of recent high-profile data breaches, reflects the ... read more

Manchester City and global sports company PUMA have today announced an extension to their long-term strategic partnership, which since the 2019/20 season has exceeded all expectations on and off the pitch. The contract extension will allow Manchester City and PUMA to continue to innovate and create products that appeal to the club’s ever-growing global community of fans over the coming seasons. PUMA has celebrated many successes with the club during the partnership - most notably the ... read more

The AIPH International Horticultural Expo Conference returns this year as a key part of the 77th AIPH Annual Congress, taking place in the vibrant city of Ghent. Organised by AIPH with strong support from our Belgian Host Partner AVBS and Congress Sponsor Biblo, the Expo Conference opens the week’s programme with a focused half-day session on Monday, 15 September, 2025. This cornerstone session brings together Expo organisers, city representatives, and planning teams to share updates, ... read more

Two Circles has launched its first project that combines the newly acquired KORE Intelligence platform and Staylive streaming platform to deliver an enhanced RedTV product for 2025 Scottish Cup Winners Aberdeen FC. The new streaming platform, which launched on June 16, offers a comprehensive, elevated live and on-demand viewing experience for fans across the men's, women's, and other club formats. This exciting new chapter comes with a vast array of upgrades designed to strengthen fan ... read more

Guide Dogs will again be the Official Charity Partner of the Betfred British Masters hosted by Sir Nick Faldo after the tournament raised £60,000 through activations at The Belfry in 2024. One of the UK’s leading sight loss charities, Guide Dogs will be the Official Charity Partner of the Betfred British Masters for the second time, as the popular tournament marks the beginning of the DP World Tour’s Back 9 on the Race to Dubai and the end of the European Ryder Cup Qualification ... read more

The Scottish Event Campus (SEC) is pleased to announce the appointment of Debbie McWilliams as Chief Commercial Officer (CCO) and her formal appointment to the SEC Board. Debbie steps into the newly expanded role, within new Chief Executive’s Dominic McKay’s Executive Team at the SEC. This following a successful tenure as Interim Managing Director of Strategy and People. In her new capacity, she will continue to lead Live Entertainment, Commercial, Hospitality, Ticketing, with her remit now ... read more

Factory International has unveiled its roster of partners confirmed for Manchester International Festival 2025 (MIF25), including Molson Coors and Tinder, as it prepares to bring another summer of world-class culture to the city this year. Anchored at Aviva Studios – the landmark home for Factory International – and spanning locations across Greater Manchester, MIF25 will once again be powered by a diverse mix of global brands, regional champions, and creative collaborators. More than ... read more

In a media-first move, global publishing powerhouse Penguin Random House partners with Sky to bring bestselling author James Patterson's non-fiction to screens as the exclusive channel sponsor of Sky Crime & Investigation.  Brought to life by Havas Play as part of a wider campaign by Arena Media, with creative by Gunpowder House, the first-of-its-kind sponsorship marks a bold new chapter for both Penguin Random House and the Patterson brand. The campaign aims to boost ... read more

Unilever-owned Hellmann’s has unveiled its latest integrated campaign, “Be A BBQ Gamechanger,” created by Wasserman, as part of its global UEFA Women’s EURO 2025™ platform “Be a Gamechanger.” The campaign aims to rally fans to step up and make a difference – both on and off the pitch – by turning everyday BBQs into mouthwatering matchday moments. Crafted by Wasserman’s creative team, led by Executive Creative Director Alex Kemp, the campaign draws on a powerful cultural insight: the growing ... read more

Sid Lee Sport today announced the appointment of Tom Ramsden as its U.S. Managing Director, a newly created role underpinning the agency’s strategic growth objectives in the region. Ramsden has over 20 years of experience in driving growth and transforming businesses from the ground up. He moves from his position as President of Sid Lee North America — which he has held for the past two-and-a-half years — to lead and expand the group’s global sport practice in the U.S., working closely ... read more

By Chloe Ng Triquet Research from Ampere Analysis estimates that the 2025 UEFA European Women's Championship will generate at least €32.5million in sponsorship revenue, a 112% increase on the previous event in 2022.  Expansion in the fanbase for the Women's EURO has been a key driver of this growth. Ampere’s Sports Consumer data indicates that 76% of European sports fans now enjoy watching the Women's EURO live on TV, up from 53% just two years ago. Crucially the women’s fanbase has ... read more

Millwall Football Club is delighted to welcome FXD Capital on board as The Lions’ Official Sleeve and Banking & Deposit Partner for the 2025/26 season. FXD Capital is a London-based brokerage firm, whose leadership have decades of experience in cash management. Working with corporates, charities, and non-bank institutions that are safeguarding client money, helping these depositors achieve the best from their cash holdings. FXD achieve this by helping their treasury and finance teams ... read more