Sponsorship News Articles

Ford to end 20 year Champions League partnership - 10 Mar 2014

Ford has announced that it is set to end its sponsorship of the Champions League at the end of the current campaign, after backing the European competition for more than two decades. read more

Betfred signs Crabbie’s Grand National deal - 05 Mar 2014

Aintree Racecourse has signed a three-year sponsorship deal with bookmaker Betfred, who will become the official betting partner of the Crabbie’s Grand National Festival in April. read more

Team Sky signs new training supplier - 04 Mar 2014

Team Sky has agreed a new partnership with Wahoo Fitness, who becomes the Official Supplier of Turbo Trainers to the winners of the 2012 and 2013 Tour de France with immediate effect.  read more

Mitre signs Lucozade Powerleague deal - 03 Mar 2014

Mitre has announced a new three-year partnership with Lucozade Powerleague that will see all leagues play with a Mitre football designed specifically for the five-a-side format, with a range of joint initiatives including a national tournament culminating in a final held at the Wembley Lucozade Powerleague Centre.   read more

Henri Lloyd boosts sails with Ainslie extension - 03 Mar 2014

Henri Lloyd has extended its longstanding partnership with Olympic sailor Sir Ben Ainslie, who has been supported by the clothing brand since he was 19, and will become the face of the company's autumn-winter 2014 range.  read more

Premiership Rugby hoists Green Flag - 28 Feb 2014

Premiership Rugby has confirmed a new deal with Green Flag, who will become one of its official sponsors for the next two seasons, in a partnership that will see the national breakdown provider deliver local on-the-ground initiatives at all 12 Premiership Rugby clubs. read more

BT extends Great CityGames title sponsorship - 27 Feb 2014

BT has announced that it will continue its title sponsorship of the BT Great CityGames Manchester, with the aim of creating the opportunity for Paralympic champions to compete alongside Olympic heroes in the city centre - with this year’s event set to see an increased number of events for Paralympians to showcase their abilities. read more

EE becomes lead partner of Wembley Stadium - 26 Feb 2014

Wembley Stadium and EE have announced that the digital communications company has become the inaugural lead partner for Wembley Stadium. read more

Sondico Announces BCLFC Partnership - 25 Feb 2014

Birmingham City Ladies FC has announced Sondico as the club’s official technical partner and kit supplier for the 2014 and 2015 campaigns. read more

Aviva hands sponsorships to charity - 21 Feb 2014

UK insurer Aviva is handing over its sponsorships to charity for a 48 hour fundraising push. This weekend, Aviva is using its shirt sponsorship of Norwich City FC plus branding at all 12 Aviva Premiership Rugby clubs to allow its charity partner Railway Children to take centre stage for Aviva’s community weekend. read more

Neymar to drive Castrol’s World Cup deal - 17 Feb 2014

Castrol, Official Sponsor of the 2014 FIFA World Cup, has announced the signing of Brazil and FC Barcelona forward Neymar as a global brand ambassador, in a one-year deal that will see the international football star become the face of Castrol’s World Cup promotions, as well as a new Castrol activation to be launched in April.  read more

AIA to become principal partner of Spurs - 14 Feb 2014

AIA Group, the Asian life insurer brand, has extended and expanded its sponsorship deal with Tottenham Hotspur until the end of the 2018/19 season. read more

Lucozade Sport announces Nova tie-up - 12 Feb 2014

Lucozade Sport has unveiled details of a new partnership with Nova International to sponsor some of the UK’s biggest televised mass participation running events in the UK including the Bupa Great North Run. read more

Anthony Ogogo signs Nike partnership - 12 Feb 2014

Anthony Ogogo has become the first British boxer since Frank Bruno to sign with Nike. The Olympic medalist is currently undefeated as a professional boxer since he signed with Oscar De La Hoya’s Golden Boy Promotions last year.  read more

Atos extends IOC sponsorship until 2020 - 10 Feb 2014

The International Olympic Committee has confirmed that Atos, the French technology firm, has renewed its worldwide TOP partnership of the IOC until 2020. read more

Budweiser to end FA Cup sponsorship - 10 Feb 2014

Budweiser has confirmed that it will not be renewing its sponsorship of the FA Cup at the end of the season, ending its £9 million-a-year association with football's oldest competition, to reportedly focus on its deal with FIFA to sponsor the next three editions of the World Cup. read more

Magpies pen pizza partnership - 07 Feb 2014

Newcastle United has secured a new agreement with pizza delivery chain Papa John’s as its official pizza partner for the remainder of the 2013/14 Barclays Premier League season. read more

Betway agrees Premier League Darts deal - 06 Feb 2014

The Professional Darts Corporation has signed Betway as the title sponsor of Premier League Darts for 2014, with the online sports betting brand set to put its name to the series after completing its first sports sponsorship deal.  read more

Umbro returns to Everton with kit deal - 05 Feb 2014

Umbro has been announced as the new Official Technical Partner of Everton FC, in a five-year deal that sees the British sportswear brand return to Goodison Park for the fifth consecutive decade, having first worked with the Toffees in 1974. read more

Skrill & Football Conference terminate partnership - 04 Feb 2014

The Football Conference is looking for a new title sponsor after confirming its three-year partnership with online payment management company, Skrill, has been ended by ‘mutual agreement’ just seven months into the deal. read more

Kantar Media renews #BTSIA partnership - 31 Jan 2014

The Sport Industry Group is delighted to announce that Kantar Media has extended its partnership with the BT Sport Industry Awards, the flagship celebration of commercial achievement in British sport. read more

Stella Artois sinks Open Championship deal - 31 Jan 2014

Stella Artois has signed a new agreement to become the Official Beer and Cidre of The Open Championship, to be held at Royal Liverpool in July. read more

Delancey expands winter sport support - 31 Jan 2014

Delancey has extended its partnership with British Ski and Snowboard ahead of Sochi 2014, expanding its involvement to become headline sponsor for the national governing body. read more

Swiss brand kicks off Arsenal partnership - 30 Jan 2014

JeanRichard has signed a new global agreement with Arsenal FC, becoming the Official Watch Partner of the club in a long-term partnership that will see the Swiss watchmaker gain ‘significant presence’ within Emirates Stadium on matchdays and the right to create and distribute licensed product through both Arsenal and its own retail channels.  read more

Arsenal swaps Nike for Puma in biggest ever deal - 28 Jan 2014

Arsenal FC has announced Puma as the new official kit partner of the Barclays Premier League leaders, ending a 20 year association with Nike, in a five-year deal thought to be worth more than £30 million a year. read more

Emirates on board for RWC 2015 - 28 Jan 2014

Dubai-based airline Emirates has renewed its partnership with the Rugby World Cup, and will continue as a worldwide partner of the next two editions, in England next year and Japan in 2019. read more

Vauxhall replaces Chevrolet as Liverpool partner - 27 Jan 2014

Liverpool FC have announced British carmaker Vauxhall as its new official automotive partner, replacing the club’s existing four-year deal with Chevrolet, originally due to run until 2016. read more

Santander renews McLaren F1 partnership - 24 Jan 2014

McLaren Mercedes has announced that Santander has renewed its long term corporate partnership with the team, extending a deal that stretches back to 2007 with driver Jenson Button also playing a key ambassadorial role for the bank for the past four years. read more

English referees sign EA Sports partnership - 22 Jan 2014

EA Sports has agreed a new long-term sponsorship deal with Professional Game Match Officials Limited, the referees’ association for professional football in England. read more

Jaguar Energy Drink to fuel Man City - 20 Jan 2014

Jaguar Energy Drink UK has announced a new partnership agreement to become the first ‘Official UK and Ireland Energy Drink Partner’ of Manchester City Football Club. read more

Major Sponsor confirms Team Sky deal - 20 Jan 2014

Following victories with Sir Bradley Wiggins and Chris Froome in the 2012 and 2013 Tour de France, Jaguar has announced a new sponsorship agreement with the world’s leading cycling team.  read more

MG Motor to drive British Athletics - 17 Jan 2014

British Athletics has announced a new partnership with MG Motor, who becomes the Official Automotive Partner of the organisation, in a deal set to support the sport in the approach to the 2016 Rio Games and the 2017 London IAAF and IPC World Championships.  read more

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