News

Ryder Cup Europe has won the Rights Holder of the Year Award, sponsored by caytoo, at the prestigious 2025 ESA Awards, which took place in London on 13 March 2025. Ryder Cup Europe won the Award for its record-breaking sponsorship activation programme at the 2023 match in Rome. It was the biggest commercial programme in Ryder Cup history, with 37 partners in total and seven Worldwide Partners, with a record 153% increase in sponsorship revenue compared to the previous cycle.  The ... read more

Trautwein named Head of Experiences, Octagon Europe Butters appointed Head of Strategy, Octagon Europe Octagon today announced the elevations of two senior executives across the agency’s European marketing division. Dennis Trautwein has been promoted to Head of Experiences, and Adam Butters has been named Head of Strategy. Trautwein, based in Octagon’s Frankfurt office, and Butters, based in Octagon’s London office, will continue to report directly into Jeff Meeson, Managing Director, ... read more

ExxonMobil has announced a new partnership with Visa Cash App Racing Bulls Formula 1 Team (VCARB), deepening the corporation’s long-term alliance to the Red Bull family and the pinnacle of single-seater racing. The arrangement begins with the upcoming 2025 Formula 1 season. Having been present in the sport of Formula 1 since the very first race at Silverstone in 1950, 75 years on, ExxonMobil is increasing its involvement in the sport with a brand-new sponsorship. Since 2017, the Mobil, ... read more

ETTG Power a Year-Long Partnership Between Pringles & Cole Palmer Pringles has officially announced an exciting new partnership with Chelsea star Cole Palmer, launching the “Hot vs Cole” campaign. This collaboration, developed by Pringles, in partnership with Ear to the Ground (ETTG) and Chelsea FC, is designed to integrate Pringles into football culture with a fun, meme-worthy content strategy that puts Palmer’s personality at the forefront. The campaign celebrates the launch of ... read more

Stunning new Coors Lounge premium experience to launch in April As London's most iconic live entertainment venue celebrates 90 years, OVO Arena Wembley unveils vision for the future OVO Arena Wembley, one of the world’s most iconic and longest standing arenas is proud to announce a new partnership with Molson Coors, unveiling the new Coors Lounge. An extraordinary new premium space to recharge pre and post-show that promises to elevate the guest experience like never ... read more

one.com, part of group.one and a leading Danish company specializing in website creation, web hosting and digital solutions, is strengthening its partnership with the football club Oud-Heverlee Leuven (OHL) by collaborating with the agency Wasserman. This strategic partnership is part of a shared goal to increase the visibility of the one.com brand through activations and engaging initiatives throughout the current season. A few months ago, one.com signed a sponsorship contract with OHL, ... read more

Company formally brings together creative suite of services, built over two decades to serve clients through sports, music and entertainment Global sports, music and entertainment company Wasserman has united its best-in-class creative teams into a singular worldwide group under the Wasserman name, announced today by Global President of Brands and Properties Elizabeth Lindsey. The vertical, which fuses Wasserman’s unmatched creative depth and breadth across multiple integrated ... read more

Manchester City has today announced its collaboration with globally renowned hotelier, Radisson Hotel Group, for the Club’s 401-room hotel which is set to open in late 2026. Known as The Medlock, the brand-new four-star hotel will be connected to the Etihad Stadium and located within the Club’s wider development at the Etihad Campus. Operating all year round, the hotel will provide convenient and comfortable accommodation for music and sport fans who are attending events at the Etihad ... read more

Wasserman’s industry-leading branding and signage offering continues global growth with further expansion in the U.S. market Global sports, music, and entertainment company Wasserman has acquired branding and signage company bluemedia. The deal was announced today by Alastair Bewick, Group Managing Director of Wasserman Live, the branding and signage, custom fabrication, live event production and experiential operations division at Wasserman. As part of the acquisition, ... read more

New research from Gemba, a leading independent advisory firm to brands and rights holders in sport and entertainment, reveals that employees of major sports sponsors* believe conflicts of interest are damaging the credibility of the marketing channel. The survey found that 42% of respondents believe conflicts of interest, stemming from agencies both selling rights and advising potential buyers, are a ‘significant problem’ for the sponsorship industry. This figure rises to more than half ... read more

West Ham fans joined together this weekend at the Club’s first ever fan event in Utah, which culminated in a spectacular watch party for the Premier League London derby victory over Arsenal on Saturday.  The fun-filled West Ham Weekender took place in the breathtaking surroundingsof Canyons Village in the Park City Mountains, Utah. Fans enjoyed skiing on a dedicated and appropriately named ‘Claret and Blue run’, with iconic club mascot Hammerhead and Club legend Marlon Harewood who was on ... read more

RTR Sports Marketing is thrilled to announce the newly signed partnership between Pragmatic Play, a leading content provider to the iGaming industry, and the Aprilia Racing MotoGP Team for the 2025 season. This landmark collaboration brings together two industry leaders, creating an exciting synergy between world-class motorsport and cutting-edge entertainment. A perfect match of innovation and excellence Pragmatic Play, renowned for its immersive gaming experiences and innovative ... read more

In 2025, social media isn’t just about cat memes and selfies, it’s an algorithm-driven battleground where user-generated content and authentic voices shape cultural trends. Platforms like Instagram and X have evolved into passive media hubs, fuelling an "addiction economy" that raises mental health concerns and increases the demand for genuine, unfiltered experiences. Meanwhile, the rise of AI-generated content is igniting a creative renaissance, pushing brands to emphasise originality and ... read more

Ear to the Ground, the global sports, gaming, and entertainment agency renowned for its Fan Intelligence® approach, is proud to announce a strategic partnership with the University of Salford to enhance its Fan_Intelligence®_AI platform. This collaboration, led by Professor Mo Saraee, will bring together cutting-edge AI research and real-world fan insights to create an industry-leading tool that transforms how brands engage with fans. For over a decade, Ear to the Ground has invested in ... read more

Shikenso Analytics, a leading provider of AI-driven sponsorship valuation in the sports and entertainment industry, is announcing its partnership with Slovakian professional football league Niké Liga. This marks an important milestone for the league as they now incorporate an advanced analytics platform as part of their long-term strategy for the first time. Through this partnership, Niké Liga will gain access to Shikenso's state-of-the-art analytics tools. These tools will provide ... read more

Wasserman appointed to help unlock full commercial potential of iconic Dutch football club Global sports, music, and entertainment company, Wasserman, has entered a strategic partnership with Dutch football giants, PSV Eindhoven (PSV), to help supercharge the club’s commercial strategy. The collaborative effort aims to maximize PSV’s commercial success through a comprehensive process of commercial auditing, partnership strategy development, and market planning. Wasserman’s remit ... read more

Manchester City has today announced a multi-year global partnership with Publicis Sapient, naming the company as its Official Digital Business Transformation Partner. Through this partnership, Publicis Sapient will support Manchester City’s ongoing digital transformation strategy, helping the Club enhance its digital ecosystem. Leveraging its fully integrated SPEED – Strategy, Product, Experience, Engineering and Data & AI – capabilities, Publicis Sapient will work closely with the ... read more

This week will see Utah host a unique and exciting West Ham United watch-party as fans join together to cheer on the Hammers in their London derby against Arsenal on Saturday.  The West Ham Winter Weekender Presented by Essex Mortgage will see up to 250 fans head to the picturesque Weedon Family Ranch at the base of Canyons Village in the Park City Mountains.  Ahead of uniting together for Saturday’s Premier League fixture with Arsenal, fans will enjoy a whole host of thrilling ... read more

The industry leading immersive Elvis show, produced and developed by Layered Reality™ and debuting in London this Spring, has today announced a promotional partnership with U.S. based destination marketing organization, Memphis Tourism. The partnership was brokered by leading brand partnerships and sponsorship agency Reg&Partners. Elvis Evolution is a first of its kind experience that celebrates the legacy of Elvis Presley. Combining cutting-edge digital technology, live actors and ... read more

The Department of Business and Trade (DBT) is delighted to partner with SportsPro, the leading media and events company for the business world of sport. The partnership underscores both SportsPro’s and the DBT’s commitment to fostering international business growth, supporting innovation, and strengthening commercial ties between the UK and US sports industries. As part of this collaboration, DBT will join SportsPro at two of its flagship events — SportsPro New York and ... read more

SPAR, Ireland’s leading convenience retailer, has partnered with Irish Olympian, European Athletics Championship gold medallist and 400m star Sharlene Mawdsley to promote their ongoing commitment to Irish athletics ahead of the 2025 European Athletics Indoor Championships in Apeldoorn. SPAR has sponsored the European Athletics Championships since 1996, supported over 80 competitions over those 29 years and demonstrated our major commitment to facilitating healthy lifestyles ... read more

SumUp now an Official Partner of The O2 in London Global fintech SumUp has been appointed the official payment processor for the world’s most popular live entertainment, leisure, and retail destination, The O2. The multi-year deal, brokered by AEG Global Partnerships, covers supply of payment processing on-site (including SumUp’s point of sale solutions as well as self-service Kiosk) and sponsorship of payment processing across the arena. SumUp will dovetail with American Express, the ... read more

The Iconic Breezer is Back! At the Horeca Expo in Ghent and Horecava in Amsterdam, thousands of visitors flocked to our spectacular activation for an ice-cold Breezer! In a vibrant retro atmosphere, we reintroduced the Breezer brand, with Wasserman executing the briefing flawlessly. Bacardi challenged us to ensure that visitors from all over the expo were drawn to the stand – and we delivered! With the Breezer Disco Bingo concept, the excitement kicked off every hour. Our animation ... read more

Athletes to benefit from €75k donation to the Make a Difference Fund The Olympic Federation of Ireland (OFI), in partnership with Flogas, is proud to announce the launch of the Flogas Performance Programme. Thanks to the generous donation of €75,000 in funding from the successful Flogas Dual Fuel tariff to the Make a Difference Fund, athletes and coaches can now apply for this additional financial support as they prepare for competition at the highest levels in 2025. The programme marks ... read more

Manchester City has launched an International Women’s Day collaboration with Buy Women Built to inspire the next generation of founders and football. The campaign, which launches across both social channels from today, features content designed to champion female founded businesses and demonstrate that everyone has the potential to achieve great things on or off the pitch. The collaboration will culminate in a unique event in Manchester, which will give young people the opportunity to ... read more

21 new athletes added to the ambassador line-up The Olympic Federation of Ireland is delighted to announce the addition of twenty-one new Olympic and Paralympic athletes to the Dare to Believe Olympic Schools Programme, bringing the total number of athlete ambassadors to forty-four across fifteen sports, including Olympic Champions and medallists. This milestone coincides with Allianz Ireland becoming the official sponsor of the programme, reinforcing its commitment to inspiring the next ... read more

Allianz will support Team Ireland up to and through LA 2028 Allianz, one of the long-standing supporters of sport in Ireland, has been announced today as the new top sponsor and partner of the Olympic Federation of Ireland (OFI) and Paralympics Ireland, marking another milestone in Allianz’s commitment to fostering sporting excellence and inspiring the next generation of Irish athletes. Having been a partner to Paralympics Ireland since 2006 and the Olympic Federation of Ireland since ... read more

NatWest has joined ParalympicsGB as their official banking partner, and with an extension to their existing partnership with Team GB, will support both teams through the Milano-Cortina 2026 and Los Angeles 2028 Olympic and Paralympic Games. NatWest’s partnership with Team GB, which also encompasses support for the Youth Olympic Games in 2026 and Youth Olympic Festivals, began in 2023 to help inspire the nation to take action towards their goals. With the addition of ParalympicsGB, NatWest ... read more

Leading English fine wine producer, Gusbourne, has signed a three-year partnership deal to become the Official Sparkling Wine Partner of Somerset House. As part of the sponsorship, Gusbourne will have exclusive pouring rights across many of the dynamic, cultural events that take place at Somerset House throughout the year. Gusbourne, renowned for its award-winning portfolio of still and sparkling English wines, and Somerset House, a cultural landmark in the heart of London, have come ... read more

Factory International, the team behind Manchester’s Aviva Studios and the Manchester International Festival, has named Scott McVittie as its new Executive Commercial Director to drive its commercial strategy and cement Aviva Studios as a global cultural powerhouse. Named one of TIME magazine’s 100 best places to visit, Aviva Studios has fast become a cornerstone of Manchester’s cultural scene, welcoming 700,000 visitors since its opening last October. With 81% travelling ... read more

Suntory Spirits Ltd., one of Japan’s leading companies in the global beverage industry, and Aichi International Arena Co., Ltd., the venue operator of IG Arena, announced today that Suntory will become a “Founding Partner” of IG Arena, a new 17,000-seat multi-purpose arena for sports and entertainment in Aichi, Japan that is set to open later this summer.  The multiyear agreement, brokered by AEG Global Partnerships, will make Suntory an official and exclusive partner/provider in ... read more

The FA has extended its deal with EE as the lead partner of all England teams and Wembley Stadium. The four-year extension will see the EE logo continue to appear on all training kits worn by the England senior men’s and women’s squads and all development and para teams up until 2028. EE has also signed to continue as lead partner of the other Home Nations football teams in Northern Ireland, Scotland and Wales. Pete Jeavons, Marketing Communications Director at EE said: “At EE, we pride ... read more

Women’s Professional Leagues Limited (WPLL) can confirm that Will Garton has joined the WPLL Board as an Independent Non-Executive Director (INED), with Debra Nelson having been appointed as the Board’s Observer. Garton will join Maria Raga Frances, former CEO of Depop, and ex-professional footballer Malcolm Kpedekpo in the board’s non-executive positions, with the trio set to work alongside the league, offering guidance and sharing their experiences from within their various ... read more

Fulham FC is delighted to announce Dupliq as the Club’s Official Managed Print Supplier. The agreement with London’s Original Football Club includes integration within the new world-class destination, Fulham Pier. The Club’s global reach will support in driving awareness of Dupliq’s services, as well as supporting the brand in building B2B relationships across London and beyond. With Dupliq’s printing solutions having a hyper focus on sustainability and innovation, there was a strong ... read more

A new project that will restore and connect vital wildlife sites surrounding one of North Yorkshire’s most scenic roads is now underway along the southern edge of the North York Moors National Park. Linking Thirsk to Scarborough, the busy A170 winds its way through market towns and quaint villages and passes stunning woodland, pasture and farmland. Now, in a drive to connect these spaces, not just for people but for nature and wildlife too, new ‘insect super-highways’ will be created and ... read more

Cadbury has announced that two of the most high-profile names in women’s football, England legend Jill Scott and current Lioness Lauren James, are joining the Cadbury family as ambassadors. Both Scott and James bring exceptional passion, talent and dedication that align seamlessly with Cadbury’s values, and the brand is excited to work alongside them to drive generosity and create a positive and lasting impact in the community. In addition to welcoming Scott and James, Cadbury has confirmed ... read more

HBS and the Rugby Players Association (RPA) have joined forces to provide training courses in digital content production for their women’s members in this pivotal year for the game. Culminating in Rugby World Cup 2025 in England and building on the work HBS has already undertaken with the Loughborough Lightning squad, the programme aims to upskill players throughout Premiership Women’s Rugby (PWR) and give them the tools to be more effective communicators in the rapidly evolving creator ... read more

Manchester City has today announced a new multi-year partnership with Veritran, a leading global technology company dedicated to transforming the digital experiences of millions of people around the world. As the Club’s Official Fan Identity Partner, Veritran’s technology will integrate with the Club’s existing infrastructure, enhancing processes and transactions for fans across key areas such as registration, memberships, and ticketing, ensuring a smoother fan experience. Over 50 million ... read more

Understanding fandom the key to sponsorship success for rightsholders and brand The Irish sponsorship market, valued at €225 million in 2024, is projected to grow by 5% to €236 million in 2025, according to the 19th annual ONSIDE Irish Sponsorship Industry Survey. This growth, while positive, represents a slight cooling compared to previous years and is attributed to a levelling off of demand and reduced macroeconomic inflation. The report, titled "Fanflare," examines the evolving ... read more

Bright Partnerships, the pioneering sport and entertainment agency, has expanded its operations into Australia, with the launch of a third international office in Melbourne, following the successful launch of the agency’s first office outside of London in New York in 2023. Bright Partnerships has been delivering activations in Australia and the APAC region since 2014. The establishment of an office in Melbourne will further support the agency’s global sponsorship clients in the region and ... read more

Nyetimber, the leading English sparkling wine producer today announces its exclusive sparkling wine partnership with the Royal Thames Yacht Club. Coinciding with the Royal Thames Yacht Club’s 250th anniversary, Nyetimber will be the Official Celebration Partner for all 250th Anniversary events, including the Anniversary Regatta in Cowes, the Pageant along the Thames, and the Anniversary Ball in Battersea Park. The partnership between Nyetimber and the Royal Thames Yacht Club was brokered by ... read more

Manchester City Women has today announced a new global partnership with leading financial technology company, Revolut. It marks Revolut’s first investment in women’s football and adds to Manchester City Women’s growing network of commercial partners. Revolut’s global presence will provide new opportunities to elevate the visibility of Manchester City Women both in the UK and internationally. As part of the agreement, the Revolut brand will be visible on the training kit sleeve of ... read more

The free-to-download whitepaper presents exclusive insights into a nominated sponsorship case, GIANTX's top asset, key sponsorship metrics, real campaign data, and actionable advice for esports organizations, brands and agencies. GIANTX, a leading esports organization, and sponsorship analytics company Shikenso Analytics have teamed up to publish "Winning with Data: How GIANTX and Shikenso Built a Sponsor Value Engine". Introduction A common challenge for esports organizations is an ... read more

Global logistics brand expands partnerships with both AEG and War Child, supporting children affected by conflict Today, DHL has announced its sponsorship of BRITs Week 25 for War Child, as the iconic line-up for this year’s series of gigs is revealed. Last year DHL became an official partner to War Child UK and has also been a partner with AEG Europe for 7.5 years through its corporate programme. The sponsorship of BRITs Week 25 for War Child, delivered by DHL, is an expansion of both ... read more

Turnstile has launched its Munich office, marking a significant step in its global expansion strategy. This new location joins existing offices in the United Kingdom, Australia, and the United States, reflecting Turnstile's continued growth and the rising demand from European rights holders and brands for independent, data-driven sponsorship valuations. Rob Mills, CEO of Turnstile’s parent company, Tenka, commented: “Establishing an office in Germany represents a significant milestone in ... read more

The Ingenuity Group acquired Reg&Co in March 2024 to bolster its brand partnership offering, with the two agencies aligning themselves closely and working together successfully. Today it is revealed they are merging under one name – Reg&Partners - led by Managing Director and founder of Reg&Co Karen Morris. Chris Kemp, Founder and CEO of The Ingenuity Group, comments: “The Ingenuity Group acquired Reg&Co to supercharge our brand partnerships and sponsorships offering. ... read more

The Havas Media Network will integrate its existing entertainment publicity specialist agency Organic, social media agency Wilderness, brand-to-brand agency Simbiotik and Havas Play into the Havas Play Network UK to create an expanded offering. Patrick Affleck, CEO, Havas Media Network UK, said: “In integrating these capabilities and agencies under the Havas Play Network, we can create and deliver 360 ideas and experiences that help connect brands to fans through their ... read more

The Havas Media Network will integrate its existing entertainment publicity specialist agency Organic, social media agency Wilderness, brand-to-brand agency Simbiotik and Havas Play into the Havas Play Network UK to create an expanded offering. Patrick Affleck, CEO, Havas Media Network UK, said: “In integrating these capabilities and agencies under the Havas Play Network, we can create and deliver 360 ideas and experiences that help connect brands to fans through their ... read more