Manchester City has today announced a new multi-year local partnership with Jacob & Co, a luxury watchmaking company known for their exceptional craftmanship, expertise and creativity. The local partnership will bring together two brands synonymous with fine precision, teamwork and ... read more
News
Red Bull gives West Ham United “wiiings”
West Ham United is proud to announce a partnership with internationally renowned energy drink brand Red Bull. The multi-year partnership will see the Austrian drinks company become the Official Energy Drink Partner of the Club, helping to fuel elite performance across our men's and women's ... read more
The R&A and Two Circles sign expanded, long-term partnership following record attendance growth at The Open
The R&A and global sports marketing agency Two Circles have agreed a new, expanded, long-term relationship, working together to drive growth across ticketing, premium experiences and fan experience propositions at The Open, with planning for The 154th Open at Royal Birkdale in 2026 already well ... read more
Reg&Co sign Tavo Pets as official partner to Crufts 2025
Sponsorship and brand partnership agency Reg&Co has announced the signing of Tavo Pets as an official partner to the Kennel Club’s flagship event – Crufts 2025. Tavo has created the first premium pet protection car seat system. Side impact and crash-test-certified to the highest child ... read more
London Sport extends collaboration with Sid Lee London to drive greater impact for Londoners
London Sport is thrilled to announce the extension of its successful partnership with Sid Lee London, a leading full service sports agency. This partnership, which initially aimed to invigorate the charity’s flagship events, Active LDN and the London Sport Awards, has helped London Sport spread ... read more
Wasserman Benelux pops the cork with Poll Fabaire
Les Domaines Vinsmoselle Luxembourg have chosen Wasserman Benelux as their new partner for the flagship brand Poll Fabaire! Renowned for its craftsmanship and the use of the finest local grape varieties, the brand Poll Fabaire from Les Domaines Vinsmoselle Luxembourg represents one of the most ... read more
Puma & Manchester City launch the 24/25 Definitely City kit in collaboration with Noel Gallagher
Global sports company PUMA and Manchester City are proud to unveil the Definitely City kit for the 24/25 season, co-designed by legendary musician and lifelong City fan, Noel Gallagher. Marking the 30th anniversary of Oasis' iconic album Definitely Maybe, the special-edition kit draws inspiration ... read more
ESA launches Introduction to Sponsorship course, offering flexible and foundational knowledge
The European Sponsorship Association (ESA) extends its professional development portfolio today with the launch of a new and highly inclusive course. The ESA Introduction to Sponsorship is designed to appeal to anyone who seeks a grounding in the basics of sponsorship – from interns, students and ... read more
Club Brugge leverages Shikenso’s AI insights for sponsorship valuation
Professional football team Club Brugge KV has entered a partnership with German analytics company Shikenso Analytics to measure sponsorship exposure on the club's UEFA Champions League (UCL) fixtures. Having already benefited from Shikenso’s AI-powered sponsorship insights through the company’s ... read more
Wasserman acquires International Football Management
Wasserman’s industry-leading sports talent representation practice continues European growth with first Switzerland venture Global sports, music, and entertainment company Wasserman has acquired football talent representation business International Football Management (IFM), in a deal announced ... read more
McCoy’s Announces Three-Year Partnership with the NFL
Deal Names McCoy’s as Savoury Snacks Partner for NFL U.K. & Ireland The National Football League today announced McCoy’s — part of KP Snacks, home to some of the most iconic British snack brands in the U.K — as Savoury Snacks Partner across the U.K. and Ireland in a three-year deal through ... read more
SUPER 8 Flandrien strengthens brand positioning in cycling with Philippe Gilbert as ambassador
Brouwerij Haacht enters a multi-year partnership with cycling icon for strategic campaign Brouwerij Haacht is proud to announce a multi-year collaboration with former professional cyclist and cycling icon Philippe Gilbert to further strengthen the positioning of the SUPER 8 Flandrien brand within ... read more
West Ham United & Tomket Tyres celebrate successful multi-year partnership renewal
West Ham United is pleased to announce the renewal of our partnership with international high-performance tyre brand Tomket Tyres, extending the partnership in a multi-year agreement. Tomket Tyres, the Czech Republic-based tyre manufacturer founded in 1997, has rapidly expanded from a bespoke ... read more
Unlocking sponsorship success: new study reveals new ways of transforming sports sponsorships for maximum impact
Latest Decoding 360 study from dentsu Sports Analytics and MKTG reveals significant differences between receptive and non-receptive fans Global sports marketing agency MKTG Sports and Entertainment, in partnership with dentsu Sports Analytics, today announces the 2024 update to its global fan ... read more
Two Circles expands into Germany, enhancing fan-centric proposition for brands & rights owners
Global sports marketing expert Two Circles has announced the next stage of its international expansion, with a new move into Germany. This latest development aims to revolutionize the landscape for rights owners and brands in the country, both for German-based organisations looking to grow globally ... read more
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