News

The Winter Team Talk uses the words, mindset and resilience elite athletes rely on to help people across the UK take action on their goals As anticipation builds ahead of the ahead of the Milano Cortina 2026 Olympic and Paralympic Winter Games, NatWest has unveiled ‘The Winter Team Talk’, a new motivational film created in partnership with Team GB and ParalympicsGB, designed to empower people across the UK to turn intention into action at the start of the year. Timed to coincide with ... read more

The DP World Tour and Rolex have today announced a long-term extension of their long-standing partnership. The Swiss watchmaker has been the Official Timekeeper of the Tour since 1997. During this time, Rolex has supported the Tour’s expansion from its initial European roots into its position as golf’s global Tour, staging tournaments in 25 different countries each season. The partnership will see Rolex continue as the DP World Tour’s Official Timekeeper and Title Partner of the Rolex ... read more

Jon Dutton OBE has been appointed as the new Chief Executive of the British Olympic Association (BOA). Dutton will join the BOA from British Cycling, where he has been the CEO since April 2023. His career in the sports industry to date spans three decades: prior to joining British Cycling, Dutton led the Rugby League World Cup 2021 as Chief Executive, having held previous roles with the PGA European Tour, UEFA and the Tour de France Grand Depart. Dutton will bring a wealth of experience ... read more

MATTA has partnered with AB InBev India to help launch Budweiser’s first-ever association with cricket, marking the brand’s new global partnership with the International Cricket Council (ICC) ahead of the Men’s T20 World Cup in India and Sri Lanka. The campaign, ‘In the Hands of Fans’, brings together Budweiser’s long-standing heritage in global sport and placing cricket fans at the heart of the brand’s debut moment in the game. Delivered in collaboration with Budweiser India and DDB ... read more

Manchester City and Unilumin, a world-leading provider of LED display, lighting products and integrated Metasight solutions, have today announced a new partnership. The new multi-year agreement will also see Unilumin integrated within the Club’s new entertainment destination. Unilumin will provide large-scale LED screens that will sit on the ends of the new development, in addition to a large screen in the fanzone area that will be utilised for matchdays and beyond. In September 2022, ... read more

From 2026, Michelin will become an official technical partner of Team Picnic PostNL. The partnership marks Michelin’s return to top‑level road racing and reflects a shared ambition: to push the boundaries of performance through innovation. More than a simple tyre supply agreement, the collaboration is built around a close technical partnership between Michelin’s specialists and the performance experts at Team Picnic PostNL. The goal is clear: to prove Michelin’s capabilities in the most ... read more

A First in Formula 1: WHOOP to Deliver Health Insights Across the Scuderia Ferrari HP Team WHOOP, the human performance company, today announced a new, global partnership with Scuderia Ferrari HP as the Official Health and Fitness Wearable Partner and Team Partner. Starting in the 2026 season, Scuderia Ferrari HP cars and drivers will host the WHOOP logo, while WHOOP will be provided to members of the team to unlock insights on their health, recovery and fitness.  This partnership ... read more

Coca-Cola in partnership with the Premier League, has launched Guess The Goals - a national promotion built around one of football fandom’s most instinctive matchday rituals: predicting goals before the weekend matches kick off. The campaign, from creative agency Ear to the Ground, invites fans across Great Britain and Ireland to scan custom-designed Coca-Cola cans each match week and guess the total number of goals scored across the fixtures. By turning pre-match speculation into a ... read more

RTÉ Media Sales today announced Toyota as sponsor of Brendan O' Connor on RTÉ Radio 1 which airs every Saturday and Sunday from 11am-1pm. Brokered by Javelin, the 12-month radio sponsorship consists of 4 x 10-second sponsor-credited stings every Saturday and Sunday morning, sponsor-credited promos in Morning Ireland, Liveline, Playback and Sunday with Miriam, as well as listenback and homepage sponsorship. Zoe Bradley, Toyota, Head of Marketing Communications and Corporate Affairs ... read more

Expanding PrettyGreen's integrated communications service offering with AI-enabled Paid Social, Search and Content Marketing   PrettyGreen – the Global Fame Making agency, has acquired performance marketing business, PinPoint Media as part of the agency’s long-term growth strategy.   PrettyGreen now holds the majority stake in PinPoint Media while founder Oliver Bruce retains a meaningful shareholding and continues to lead the agency as CEO. ... read more

Coelho to lead Canadian expansion and drive growth for the Sid Lee Group’s dedicated sport sponsorship practice. Sid Lee Sport has named Rodrigo Coelho as its Managing Director for Canada, where he will lead the group’s sport sponsorship practice and strategic growth objectives in the market. Coelho, who will be based in Sid Lee’s Toronto office, is tasked with developing and leading the local strategy, building new partnerships to help brands and properties maximise their investment in ... read more

Husqvarna, a global leader in outdoor power products and cutting-edge robotic mowers, has signed a new multi-year agreement to become the new Title Partner of the British Masters hosted by Sir Nick Faldo – one of the DP World Tour’s most historic national Opens. The Husqvarna British Masters hosted by Sir Nick Faldo was first played in 1946 and boasts a roll call of legendary winners including Peter Thomson, Tony Jacklin, Bernhard Langer, Ian Woosnam, Seve Ballesteros, Sir Nick Faldo and ... read more

AB InBev is now the exclusive beer and cider provider for Live Nation UK AB InBev and Live Nation today announced AB InBev as the exclusive beer and cider partner for Live Nation in the United Kingdom, spanning festivals, venues, and outdoor shows. The unprecedented scale of the partnership connects brands, including Budweiser, Corona, San Miguel, Stella Artois and more, to millions of music fans of a legal drinking age. AB InBev brands will be centre stage at marquee moments like ... read more

Two iconic British names are joining forces as Vauxhall becomes the official automotive partner of Team GB. The partnership will see Britain's most loved sports team and one of Britain’s most recognisable automotive brands joining forces, with Vauxhall supporting Britain’s Olympic heroes as they prepare for the upcoming Milano Cortina 2026 Olympic Winter Games and the Los Angeles 2028 Olympic Games. Vauxhall produced its first car at its South London home in 1903 ... read more

Michelob ULTRA is now the Official Beer Partner of the DP World Tour, the main men’s professional golf Tour of the European Tour group, creating more moments of cheers for millions of golf fans globally. This is the first time the DP World Tour will have an Official Beer Partner. Michelob ULTRA will build on its deep heritage in golf to create innovative fan experiences, including custom pouring activations throughout the fan villages at the Genesis Scottish Open, the FedEx Open de France, ... read more

The DP World Tour today announced a multi-year partnership extension with Fortinet, a global cybersecurity leader driving the convergence of networking and security. As Official Cybersecurity Partner, Fortinet will continue to provide its innovative security solutions to golf’s global Tour until 2028. Since joining as Official Cybersecurity Partner for the 2022 season, Fortinet has supported the DP World Tour’s digital transformation agenda. The Tour hosts one of the largest and most complex ... read more

Wasserman continues global expansion and commitment to representation of women with the acquisition of one of Europe's top women's football agencies Leading global sports, music, and entertainment company Wasserman has acquired football talent representation business, Unik Sports Management, announced today by Executive Vice President & Managing Executive, Global Soccer, Richard Motzkin. As part of the acquisition, Unik Sports Management Founder and CEO Carlota ... read more

Right Formula has announced that James Allen is to join the agency in the newly created role of President, Formula 1. James is a prominent figure in the F1 industry with a career spanning three decades as a broadcaster, journalist, commercial content expert and business leader. He has a unique experience profile across multiple aspects of Formula 1 as well as deep-rooted relationships with sponsors, rights holders, teams, promoters and the FIA, though his work with ITV Sport, BBC, ... read more

After an extraordinary year for England women’s football, EE, the UK’s best network, celebrated the unsung heroes of the women’s game by hosting a Christmas party at the home of England Football, Wembley Stadium, connected by EE.  The event, which saw people from grassroots clubs across the UK in attendance, as well as special guests, England Women’s Manager, Sarina Wiegman, England Legend Rachel Brown-Finnis, and Lionesses Alex Greenwood, Lauren Hemp and Khiara Keating, ... read more

Special mural unveiled at a celebration event ahead of the Formula 1 Abu Dhabi Grand Prix curated by British Artist, David Doran, as a gift from Mobil 1 to Honda. ExxonMobil’s global leading synthetic motor oil brand Mobil 1, has unveiled a specially commissioned, bespoke artwork highlighting its past six seasons with Honda in Formula 1. Over the past few years, the Mobil 1 brand and Honda have supported Oracle Red Bull Racing in achieving four Drivers’ and two Constructors’ World ... read more

ExxonMobil, through its leading global lubricants brand Mobil™, has announced an extended multi-year partnership with the all-female race team. The announcement was made during the 5th annual ‘Women with Drive – Driven by Mobil 1’ summit in Indianapolis, underscoring the event’s mission to advance, connect, and empower women throughout the motorsports industry. Mobil lubricants is proud to announce the continuation of its support for F1 Academy as an Official Partner of Red Bull Racing’s ... read more

Aston Villa and Xapo Bank, in partnership with Ear to the Ground, have launched a new campaign celebrating belief, resilience and the rewards of thinking long term. For the first time in the club’s history, supporters’ messages will sit physically behind the players all season long – literally getting fans behind the team. Built on shared values of resilience, ambition and conviction, the partnership between Xapo Bank and Aston Villa celebrates a mutual commitment to building for the future ... read more

The National Football League and Fear of God announced today a multi-year licensing collaboration to create team and NFL shield apparel. The relationship marks another defining moment for the league and fashion house as both brands work to bridge the worlds of sport and fashion through an American luxury lens. “As the NFL seeks to build relationships with leading names in fashion, Fear of God was a natural choice,” said Casey Collins, senior vice president of consumer products and licensing ... read more

Havas Media Network UK returns as headline partner  The Back2Business Career Accelerator Programme has opened for its thirteenth year. The programme’s mission is to open doors for experienced professionals ready to re-enter the industry after a caring career break, through a free six-day reorientation bootcamp. Following a successful collaboration in 2025, Havas Media Network UK returns as headline partner.  Back2Business remains the UK’s only initiative dedicated ... read more

Right Formula and Crunch announce a strategic integration that strengthens their collective position within the F1 ecosystem.  The addition of Crunch Communications marks an important step in Right Formula’s continued expansion as a leading independent consultancy group in the sport. Right Formula has agreed to acquire the entire issued share capital of Crunch. Both organisations will continue to operate independently while progressively integrating expertise, capabilities and systems to ... read more

The ninth series of Dancing with the Stars returns to screens in early 2026 and will be proudly sponsored by Hyundai Filling our Sunday evenings with glitz and glamour from Sunday January 4 on RTÉ One and RTÉ Player, the brand-new series will see 12 well-known figures team up with a professional dancer to perform a live routine every week. Each pairing will have a different dancing genre to master every week, from the Charleston to Salsa, and they’ll have ... read more

Sporting Giants is proud to announce the launch of Sports Carbon Literacy Training 2026; a comprehensive, evidence-based and highly interactive learning programme designed specifically for the sports industry.   Certified and accredited by the Carbon Literacy Project, the launch reflects Sporting Giants’ long-standing commitment to carbon reduction. The organisation has trained stakeholders at every level globally, helping sporting bodies embed purposeful and practical sustainability ... read more

Reg&Partners are working to find sponsorship partners of the NEC Group, the UK’s leading destination for world-class live events. The NEC Group is home to some of the most iconic and well-attended events in the country, hosted across its five live event and award-winning venues in the heart of the UK. The NEC Group venues welcomes over 7 million visitors each year and offers exceptional connectivity, a vibrant atmosphere, and a standout experience for audiences and partners ... read more

Available on all major platforms as part of the Olympic Movement Breaks The Olympic Federation of Ireland (OFI) is delighted to announce the official release of the brand-new Dare to Believe song, created in collaboration with the hugely popular Kabin Crew rappers from Cork. The upbeat track, produced by Garry McCarthy (GMCBeats), is now available to listen to on Spotify HERE. This original song was developed as part of the Dare to Believe schools programme, launched alongside a ... read more

Los Angeles Chargers announced earlier this year that the NFL had granted the team international marketing rights to Greece, introducing Flag Football to the country for the first time in an organized and strategic way. This milestone was part of the NFL’s Global Markets Program, which aimed to expand the sport beyond the United States. Flag Football was set to make its debut as an Olympic sport at the Los Angeles 2028 Olympic Games, making its introduction to Greece even more ... read more

AEG Global Partnerships, the sponsorship division of AEG – the world leader in live entertainment and sport – today announces British Airways as the naming rights partner for its new 3,800-capacity venue at the transformed Olympia destination in London. The venue will be called British Airways ARC. Honouring Olympia’s rich music heritage by bringing incredible live music and events back to West London, British Airways ARC will be a state-of-the-art, purpose-built live music and ... read more

Significant benefits for the Greek economy and local communities With five Sports Marketing Agency of the Year titles in the past six years, ActiveMedia Group continues to set the benchmark for excellence in Greece – delivering world-class events and forging strategic partnerships. The year 2025 marks a new chapter of growth, as the company – already a leader in Sports Marketing, Sports Tourism, and Sports Production – builds on its hundreds of distinctions both in Greece and ... read more

Orchard are continuing their partnership with Alcohol Change UK, extending beyond the central Dry January® campaign into its flagship event, The Dry January® 10k. Acting as an extension of Alcohol Change UK’s team, Orchard are working closely with Danielle Houliston, Executive Director of Income and Engagement, to deliver commercial growth and brand alignment opportunities.  This event is a key moment in the Dry January® challenge calendar, celebrating the achievements of participants who ... read more

SponsorshipX (SPX) and 17 Sport today announced the launch of the SPX Purpose League powered by 17 Sport, a new global community redefining how sponsorship delivers impact and long-term value. Unveiled at the opening of the SponsorshipX Changemaker Summit in Toronto, the SPX Purpose League will bring together brands, agencies, and rights holders committed to redefining how sponsorship creates engagement, value and impact. At its core, it’s built on the idea that ... read more

Orchard is proud to be working with ten national sports organisations from across Wales, alongside Sport Wales, on an exclusive opportunity to help shape the future of Welsh sport.  This first-of-its-kind collaboration includes Badminton Wales, Welsh Boxing, Disability Sport Wales, Welsh Gymnastics, Hockey Wales, Welsh Judo Association, Snowsport Cymru Wales, Welsh Triathlon, Tennis Wales and Weightlifting Wales.  Together, these organisations have united to launch a new, ... read more

CAA Brand Consulting, a division of leading entertainment and sports agency Creative Artists Agency (CAA), today announced that veteran brand advisor Dominic Curran has been appointed Head of International Growth. In this newly created position, Curran will work collaboratively with CAA Brand Consulting Global Co-Heads Aubree Curtis, Jeff Eccleston, and Liz Gray to drive new business and organic growth, with a specific focus on new markets and territories. Curran is currently operating from ... read more

DP World and the DP World Tour today extended their long-term partnership, reaffirming a shared commitment to growing the game of golf. Under the new partnership agreement, the largest in the Tour’s history, DP World will continue as Title Partner and Official Logistics Partner until 2035. The original agreement, which started in 2022 and saw the European Tour renamed the DP World Tour, supported the continued expansion of golf’s global Tour – playing 42 tournaments in 26 different countries ... read more

The new agreement highlights Aviva’s ongoing commitment to Irish sport and communities through its renewed football and rugby partnerships  Aviva Ireland today announced a five-year extension of its naming rights agreement for Aviva Stadium. As part of this renewal, Aviva will also continue its long-standing partnerships with the IRFU and FAI, remaining an Official Sponsor of the Irish Men’s National Rugby Team and the Men’s and Women’s National Football Teams, for a further five ... read more

 Live Nation’s “Living for Live” report reveals why live music now outranks sports, film and streaming in the UK — and how fandom is reshaping culture, connection, and commerce in the country and beyond. Live Nation, the global leader in live entertainment, today released Living for Live - its largest global report to date - revealing that live music has overtaken sports, film and streaming as the world’s top form of entertainment.  Based on a survey of 40,000 people across 15 ... read more

The DP World Tour today announced a new partnership with Emirates NBD, a leading banking group in the Middle East, North Africa and Türkiye (MENAT) region, who have become an Official Partner, and the Official Banking Partner, to two more flagship tournaments in the United Arab Emirates (UAE) - the 2025 DP World Tour Championship, and the 2026 Abu Dhabi Championship. Both tournaments are premium Rolex Series events that sit within the DP World Tour Play-offs - the climax of the season-long ... read more

Fuse, the global sport and entertainment marketing agency, today announced the appointment of Matt Bailey as Managing Partner within its Rights Consultancy division. Bailey joins the agency on 10th November 2025 and will report into Lucy Basden-Smith, becoming part of the Fuse Executive Leadership Team. A seasoned sports marketing professional with over 20 years’ experience, Bailey joins Fuse from Octagon, where he most recently served as Head of Brand Partnerships. During his 14 years with ... read more

LE BOOK is a curated creative-industry platform of over 100,000 professionals. Founded in 1982, the platform serves as an inspiration source, network and event organiser for the worlds of fashion, advertising, photography, production, visual culture and beyond.   LE BOOK runs a suite of industry-focused events, including CONNECTIONS, which serve to unite agencies, brands and creators in major cities all around the world, including Paris, London, NYC, LA, Dubai, Mexico City and ... read more

Verve The Live Agency, the award-winning experiential marketing agency and certified B Corp, has announced the opening of its new office in Singapore, marking a significant milestone in the agency’s global expansion. The Singapore opening extends Verve’s presence into Asia, joining its existing network of thriving offices in Dublin, London, and Amsterdam. It will be led by Michael Pring, Country Head, Singapore and Global Client & Development Director, with support from Verve’s global ... read more

Think Beyond - the leading global consultancy empowering sport entertainment and brands to be more sustainable, impactful, and valuable - today announced the appointment of Oliver Meade as its Senior Director, Commercial Partnerships. Meade joins to spearhead Think Beyond’s mission to evolve the sponsorship landscape by delivering a new proposition to the market focused on creating partnerships that achieve greater commercial returns by embedding meaningful social change at their ... read more

Award-winning partnership enters its seventh year as new coaches join the line-up for 2025 Ireland’s Fittest Family returns to RTÉ One on Sunday 2 November 2025, proudly sponsored once again by leading community retailer Londis. Now in its 13th season, one of the nation’s most loved family shows returns with an exciting new coaching line-up featuring Paralympic gold medalist Ellen Keane, former Dublin footballer and Player of the Year Michael Darragh MacAuley, and former Ireland rugby ... read more