Sponsorship News Articles

Volvic signs Tough Mudder sponsorship - 25 Apr 2014

Volvic has teamed up with Tough Mudder, the obstacle race promoted as ‘Probably the Toughest Event on the Planet’, as part of a three year deal brokered by MEC Access. read more

Škoda agrees Rapha Condor JLT partnership - 24 Apr 2014

Škoda UK will continue its association with British cycling after agreeing a deal to partner the Rapha Condor JLT professional team for the fifth consecutive year.  read more

Sportlobster to sponsor BT Sport Industry Awards - 23 Apr 2014

Sportlobster, the sports social network, will sponsor the BT Sport Industry Awards 2014, to be held in London on Thursday 8th May. read more

Umbro and Hull City agree partnership - 22 Apr 2014

Hull City have agreed a four-year partnership with Umbro which will see the Manchester-based sportswear brand supply kit for the Barclays Premier League team. read more

MasterCard completes Rugby World Cup portfolio - 17 Apr 2014

MasterCard has become the sixth and final worldwide partner of the 2015 Rugby World Cup, with All Blacks star Dan Carter signed as an ambassador of the brand, who also made an appearance by the River Thames to help launch the deal.  read more

Guinness extends Premiership Rugby deal - 17 Apr 2014

Guinness has agreed a one-year extension to its partnership with Premiership Rugby, England’s top-tier rugby union competition.  read more

Loughborough University partners with #BTSIA - 17 Apr 2014

Loughborough University in London will be the Official Education Partner of the BT Sport Industry Awards 2014. read more

Friends Life to sponsor Women’s Tour - 16 Apr 2014

Friends Life has been unveiled as the title sponsor of the inaugural Women's Tour cycle race, which runs from 7th to 11th May. read more

New partner set to Trek London Duathlon - 15 Apr 2014

Bicycle manufacturers, Trek, is to sponsor London Duathlon, the run-bike-run event taking place in Richmond Park this September. read more

Manchester United adds to regional portfolio - 14 Apr 2014

Manchester United have signed another regional sponsorship deal, this time with Eurobank in Serbia, following on from a number of recent regional partnerships around the world, including food producer Ottogi in South Korea and the European Food Public Company in Thailand.  read more

Sheffield United earns Wembley trip backing - 14 Apr 2014

Sheffield United’s trip to Wembley for its FA Cup semifinal against Hull City was supported by a one-off shirt sponsorship deal with Saudi brand Mbuzz. read more


The Sport Industry Group is delighted to announce that Paddy Power will be the Official Betting Partner of the BT Sport Industry Awards 2014. read more

William Hill backs PDC World Darts Champs - 09 Apr 2014

William Hill Online has announced it has signed an initial seven-figure, two-year deal to title sponsor the World Darts Championship at Alexandra Palace in London. read more

Fitness First joins Sure Run to the Beat - 08 Apr 2014

Fitness First has signed a sponsorship deal with Sure Run to the Beat to become the Official Fitness Partner of the London-based music running event. read more

Man Utd expands Asian partner portfolio - 07 Apr 2014

Manchester United has agreed a national sponsorship deal with food producer Ottogi, who will become an official partner of the Premier League champions in South Korea.  read more

Guinness announces Aintree partnership - 03 Apr 2014

Diageo has announced the Guinness brand is strengthening its association with British horse racing by becoming an Official Partner of Aintree for the 2014 Grand National. The new partnership is the latest addition to the brand’s stable of horse racing partnerships and also sees the brewer becoming an Official Responsible Drinking Partner of Aint… read more

Man Utd signs EuroFood sponsorship - 02 Apr 2014

Manchester United has announced a new sponsorship agreement with European Food Public Company Ltd, with the Thai company to become the club’s Official Confectionary Partner in Cambodia, Laos, Myanmar, Thailand and Vietnam. read more

Martini returns to powerboat racing - 02 Apr 2014

Vector, the British powerboat racing team, and Martini, who recently announced its return to Formula 1 as title sponsor of the Williams Martini Racing Formula 1 team, have unveiled the creation of the Official Vector Martini Racing team. read more

Watford agrees Human Performance Lab linkup - 01 Apr 2014

Watford FC has announced a new partnership with the GSK Human Performance Lab to support the club’s senior squad with extensive performance science and research. read more

Chester & Betfair deliver first wifi racing deal - 31 Mar 2014

Chester Race Company and Betfair have announced a new two-year partnership that will see the bookmaker become the Racecourse’s Official Wi-Fi and Digital Gaming Partner for the 2014 and 2015 seasons at both Chester and Bangor-on-Dee racecourses. read more

Black & Decker extends MotoGP support - 27 Mar 2014

Stanley Black & Decker has confirmed it will continue its sponsorship of MotoGP as ‘Official Power Tool Supplier’, ‘Official Hand Tool Supplier’ and ‘Official Tool Supplier’ to the motor racing sport, supplying Stanley, Dewalt and Facom tools for races around the world. read more

Lycamobile signs Test Match partnership - 25 Mar 2014

Lycamobile has signed new sponsorship deals to become the official mobile partner of England's Test match cricket grounds, as well as Surrey County Cricket Club. read more

viagogo extends tennis season finale deal - 24 Mar 2014

Online ticket marketplace, viagogo, has extended its partnership with the Barclays ATP World Tour Finals as the official premium ticketing partner and ticket marketplace partner of the tournament.  read more

Everton extend record deal with shirt sponsor - 21 Mar 2014

Everton FC has extended its 10-year front-of-shirt sponsorship with Chang for a further three years, extending its streak as the longest-running shirt deal in the Premier League. read more

Cavendish’s team connects with RadiumOne - 21 Mar 2014

Omega Pharma – Quick-Step has announced a global partnership with digital advertising company, RadiumOne, with the pro cycling team of Mark Cavendish to use the bespoke Po.st Platform to process & act on the data amassed from the team’s digital and social platforms.  read more

Moto GP star signs with Bridgestone UK - 21 Mar 2014

Bradley Smith has received a further boost following a promising start in the opening round of the MotoGP World Championship, after Bridgestone UK announced a sponsorship deal with the Monster Yamaha Tech 3 star. read more

JCB extends Cheltenham race sponsorship - 20 Mar 2014

JCB has announced that the company will continue its sponsorship of the Triumph Hurdle at Cheltenham Racecourse for a further six years. read more

QPR agrees five-year Nike supplier deal - 19 Mar 2014

Championship club Queens Park Rangers have confirmed a new kit supply deal with Nike, which will see the US sports brand replace Lotto Sport Italia from the start of next season. read more

Stoke City announces Warrior kit partnership - 19 Mar 2014

Just one day after revealing the club was ending its partnership with adidas, Stoke City has announced that Warrior will become the team’s new official kit supplier. read more

Stoke & adidas end kit partnership - 18 Mar 2014

Stoke City has announced that its association with current kit provider adidas will come to an end at the conclusion of the 2013/14 Barclays Premier League season. read more

Prudential Health teams up with Saracens - 12 Mar 2014

Prudential, the health and life insurance company, has announced it will become a match-day sponsor of Saracens F.C.’s upcoming match at Wembley against Harlequins as well as their fixture against Gloucester at the Honourable Artillery Company. read more

Carlsberg extends Stoke City sponsorship - 11 Mar 2014

Carlsberg UK and Stoke City FC have extended a deal which sees Carlsberg remain as the club’s Official Beer Partner until 2017. read more

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