News

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

Club Car, a global industry-leading manufacturer of small-wheel, zero emissions vehicles, has signed a new agreement to remain as an Official Supplier of the DP World Tour until the end of the 2027 season, and as a Worldwide Supplier of the Ryder Cup until 2027.   The longstanding partnership between the DP World Tour and Club Car began in 1999 and its vehicles are vital to the staging of DP World Tour tournaments around the globe, supporting numerous aspects of tournament operations ... read more

The Royal Edinburgh Military Tattoo has today announced Vodafone as its new Presenting Partner, marking the beginning of an exciting partnership that stems from shared values and a commitment to supporting military and local communities. Joining Glenfiddich, Innis & Gunn and Pentland Land Rover, this partnership marks a significant milestone for Vodafone as it continues to strengthen its presence in Scotland and deepen its relationships with the Ministry of Defence (MOD) and other key ... read more

Brentford Football Club has agreed a new partnership with Indeed, the world’s number one jobsite and a leading job matching and hiring platform, as the club’s new official training wear partner and official recruitment partner, beginning from the 2025/26 season.  Indeed will feature on all training kits worn by Brentford men’s first team and B team, women’s first team, academy teams and coaching staff. As official front of training wear partner, Brentford’s men’s first-team players ... read more

 Flogas, the experts in gas, electricity and renewable energy solutions has reaffirmed its commitment to Irish sport by renewing its partnership with the Olympic Federation of Ireland (OFI) through to the LA 2028 Olympic Games. As the Official Energy Partner of Team Ireland, Flogas will continue to energise Irish athletes at every stage of their journey to Olympic success. At the heart of this renewed partnership lies the Flogas Performance Programme, a new ... read more

The Collective® Economy: A Global Understanding of Women’s Buying Power offers insights from 8,700 women across 10 countries, unlocking a timely opportunity - and new ways - for brands to better connect with the world’s most influential consumer The Collective®, Wasserman’s women-focused global advocacy and advisory business, today released the first installment of The Collective® Economy: A Global Understanding of Women’s Buying Power, a major international study that explores how ... read more

Debenhams.com will be the first headline partner of Camp Bestival 2025 - 2026 kickstarting this summer. Debenhams, Britain’s online department store, is proud to unveil an exclusive two-year partnership as the first headline partner of Camp Bestival, the UK’s Leading Family Festival, held at Lulworth Castle on Dorset’s stunning Jurassic Coast. As a headline partner, Debenhams will deliver an immersive festival experience for the first time from 31st July - 3rd August 2025. A festival ... read more

Wasserman has promoted Shelley Pisarra to Chief Insights and Innovation Officer, where she will report to Wasserman Chief Operating Officer Darrell Coetzee. In her new role, Pisarra, who previously served as Executive Vice President, Global Insights, will develop strategies and platforms that will accelerate growth across the sports, music and entertainment landscape, using best practices and proven methodologies that have been a foundational part of the growth of Wasserman's ... read more

Shikenso Analytics, the AI-powered leader in sponsorship analytics for sports and entertainment, has joined forces with Baller League as its Official Sponsorship Analytics Partner. The partnership aims to redefine how brand visibility, commercial impact, and audience engagement are measured in today’s dynamic entertainment landscape.  The Baller League, a high-energy 6v6 indoor football format, combines elite competition with star power - including football legends like Gary Lineker, John ... read more

PUMA, KidSuper and Manchester City have launched a new collection, including a special edition kit for this summer’s football tournament in the United States. The iconic two-tone sash is reimagined with a watercolour palette, set against hand-painted graphics inspired by Manchester City’s beloved Poznań celebration. This jersey is a fresh spin on a fan favourite and, as always with Manchester City, packs a whole lot of character. The outfield kit integrates a unique all-over Poznań ... read more

Four Loko, the bold and unconventional premium vodka-based RTD brand, has announced an exciting new partnership with the Academy Music Group (AMG), to become its exclusive Ready To Drink partner across 20 O2 Academy venues. O2 Academy venues, including O2 Academy Brixton and O2 Shepherds Bush Empire, will now stock a range of four Four Loko flavours on their bars, which is a positive development in Four Loko’s expansion into the on-trade and further aligning the brand with live music ... read more

Partnership aims to unlock unprecedented investment and global sponsorship opportunities in the women’s game Mercury 13, the pioneering multi-club ownership group investing in the future of women’s football, has appointed Wasserman – the global sports, music and entertainment company – and its women’s focused advisory business,  The Collective, as its global rights sales team. This strategic partnership will see The Collective lead commercial efforts across Mercury 13’s growing ... read more

MotoGP™ has announced a multi-year strategic partnership with Two Circles, the leading sports marketing and fan growth agency, as part of a significant investment to grow its global fanbase, with a specific focus on the US and UK markets. The partnership represents the next stage in MotoGP’s fan growth strategy, underlining the sport’s commitment to building a broader and more engaged global following, and builds on bespoke market research from Two Circles, previously commissioned by ... read more

ONSIDE, Ireland’s leading sponsorship consultancy firm, today announced the top sports and non-sports sponsors emerging from its Q1 2025 Quarterly Sponsorship Review. ONSIDE’s Quarterly Sponsorship Review, a barometer of consumer interest in sport and non-sport sponsorship in Ireland since 2016, highlights the continued growth of sponsorship as a key element of the marketing mix. The start of 2025 was buoyant for sponsorship in Ireland, with the number of deals from January to March up ... read more

TicketManager, the world’s leading provider of corporate ticket and guest management software, today announced the acquisition of substantially all of the assets of Ovations, a corporate ticketing solutions and hospitality platform serving Fortune 500 companies across key industries. The acquisition adds top-tier enterprise customers to the growing TicketManager community and further strengthens the company’s position as the global leader in corporate ticketing and event management ... read more

Tommy Hilfiger, part of PVH Corp. [NYSE: PVH], has today launched a new global marketing campaign, created and produced by Sid Lee Sport, to celebrate the fashion retailer’s groundbreaking partnership with the F1® The Movie - the highly anticipated Apple Original Films production premiering later this month starring Damson Idris and Brad Pitt.   The campaign, fronted by F1® The Movie’s breakout star and TOMMY HILFIGER Brand Ambassador, Damson Idris, captures the fearless drive and ... read more

Klarna, the AI-powered payments and commerce network, has today been revealed as the headline sponsor of Latitude festival 2025, marking its first major UK festival sponsorship and the start of a multi-year collaboration. As headline sponsor, Klarna will have prominent branding throughout the festival site and deliver a major on-site activation, bringing its signature bold energy to life through immersive experiences, exclusive perks and giveaways for festival-goers. The sponsorship ... read more

Motorola Solutions has today been named the Official Safety Technology Supplier of the 2025 and 2027 Ryder Cup, professional golf’s renowned biennial team competition between the United States and Europe. The company’s critical communications and video security technology will be integrated at the 2025 Ryder Cup at Bethpage Black in Farmingdale, New York, and the 2027 Ryder Cup hosted at Adare Manor in Limerick, Ireland. Overall attendance throughout the event weeks is anticipated to exceed ... read more

Shakespeare North Playhouse - the award-winning theatre which opened in July 2022 in Prescot, Merseyside, is looking to secure a corporate naming rights partner to support the theatre’s ambitions over the next decade. When secured, it is thought that this will be the first deal of its kind for an established regional theatre in the UK. The partnership, which is likely to exceed £300,000 annually, will help to drive forward Shakespeare North and Knowsley Council’s vision for the ... read more

Sponsorship and brand partnership agency Reg&Partners have announced the recruitment of Khadeen O'Donnell. O'Donnell, a sponsorship and partnership expert within the arts and culture sectors, will join the Reg&Partners partnerships team focusing on the strategic development and management of their current client portfolio as well as bringing in new business. Karen Morris MD at Reg&Partners commented: "Khadeen has vast experience of working with complex corporate enterprises ... read more

The Kansas City Chiefs have brought a fresh design to one of London’s iconic black cabs, with the NFL franchise unveiling a one-off team-livery for the iconic vehicle at an event on The Queen’s Walk. It is the first-ever brand activation to be conducted by the four-time Super Bowl champions in the UK and comes after the Chiefs were awarded marketing rights in the country as part of the NFL’s Global Markets Program (GMP) in March 2025. Alongside the unveiling of the branded London black ... read more

Move brings Wasserman's Spanish business together under one roof Global sports, music, and entertainment company Wasserman has further strengthened its capabilities in Spain with the opening of a brand-new office in downtown Madrid, as the company reinforces its commitment to growth in Spain and Europe at large. The move brings the Wasserman Spain business – which currently operates across brand and property marketing, rights sales and talent representation – together in one central ... read more

Today, Elevate, a global, integrated agency network committed to helping properties, brands and universities forge deeper connections with their audiences to unlock growth, has announced the acquisition of RISE Group (RISE), a leading commercial services consultancy in the Middle East. This deal is subject to customary regulatory approval. Elevate expands its global network in partnership sales and brand representation by harnessing RISE's proven expertise. This move also extends Elevate’s ... read more

Dell, Metro Bank, BT, AXA, Love Finance, Intel, Sage and Sky AdSmart Join SME XPO to champion UK scale-ups SME XPO, the UK’s leading event dedicated to the scale-up business community, is proud to announce an expanded roster of headline sponsors and media partners for its 2025 show. Returning for the third consecutive year, Dell Technologies continues its commitment to innovation in the SME sector. Joining as new sponsors are Metro Bank, BT, AXA, Intel, Love Finance, and Sage, bringing ... read more

Barclays continues to expand its impressive sponsorship portfolio through multi-year venue partnerships, aligning with some of the UK’s biggest passions Ahead of a huge summer of events, Barclays today announces its brand-new partnerships with two of the most iconic live venues in the UK, becoming Founding Partner of Co-op Live and Principal Partner of The O2. For over 25 years, Barclays has provided unparalleled access to the biggest moments in music, sport and the arts through their ... read more

Global streetwear giant SNIPES and luxury fashion house MCM have launched a bold, cross-continental campaign to celebrate their new capsule collection “Make It Miami”— a fusion of premium fashion, unapologetic streetwear, and raw cultural energy. To bring the campaign to life, Ear to the Ground along with global music mogul and longtime SNIPES Chief Creative Officer DJ Khaled serves as the face of the collection, embodying the dynamic energy of Miami, a city he calls home. Set against ... read more

Volleyball World has agreed to a partnership with sponsorship valuation specialist Shikenso Analytics to take its sponsorship performance reporting to the next level. As volleyball continues to grow across global arenas and digital platforms, this partnership equips Volleyball World with cutting-edge AI tools to monitor brand exposure in real time, across both live and replay broadcasts of volleyball and beach volleyball events, as well as on VBTV and social media. From courtside sponsor ... read more