United Kingdom
EFL launches TikTok channel
The English Football League has launched a channel on short-form video platform TikTok
Nissan sponsors London Marathon for second consecutive year
The organisers of the London Marathon have signed automotive manufacturer Nissan as official automotive supplier for the 2021 edition of the event
Manchester United registered £92.2m net loss in 2020-21
Manchester United registered a net loss of £92.2m ($126.1m/€107.7m) for the year ending June 30, 2021 as the impact of the Covid-19 pandemic continued to show in its financial results.
West Ham agrees extension with Soccer Supplement
English Premier League club West Ham United has signed an extension to its supplier deal with football nutrition brand Soccer Supplement
Joymo teams up with Sport:80 to drive live streaming for sports bodies
Oslo-based live sports streaming platform Joymo has signed a strategic alliance with sport management technology provider Sport:80
Optus lands rights to Uefa Women’s World Cup qualifiers
Telco Optus has acquired exclusive rights in Australia to select European qualification matches for the 2023 Fifa Women’s World Cup.
Cryptocurrency exchange backs Fnatic in ‘milestone’ $15m deal
Fnatic, the London-based esports organisation, has struck a five-year deal worth more than $15m (€12.8m) with cryptocurrency exchange Crypto.com.
The deal names Crypto.c
Cinch drives off with stadium naming rights, shirt sponsorship in six-year Saints deal
Cinch, the online car sales platform, has continued to build up its sports sponsorship inventory in a six-year deal with Premiership Rugby club Northampton Saints that includes stadium naming rights and…
FA engages Pitch in four-year deal for new women’s international tournament
The Football Association is launching a new annual international women’s football tournament next year, in collaboration with the Pitch International agency.
DAZN’s Mayer flags possible route to EPL rights through BT Sport takeover
Kevin Mayer, the chairman of DAZN, has underlined that the OTT subscription broadcaster is keen on domestic rights to the English Premier League, whether that be through a future rights auction or a possible…
RFU to ‘go it alone’ with 2031 Rugby World Cup bid
The English Rugby Football Union has confirmed its intention to bid for the 2031 World Cup and is now set to go it alone in an effort to land the tournament, according to The Guardian
Hal Robson-Kanu | Purpose-led sponsorship needed to rebuild trust with fanbases
Thomas 'Hal' Robson-Kanu, professional footballer and founder of UK-based vegan drinks company The Turmeric Co., appeals to governing bodies to rethink the sports sponsorship model by adopting healthier and more purposeful brand partnerships.
WeWork signs workplace sponsorships with Manchester City and NYCFC
Workspace providers WeWork has signed sponsorship deals with English Premier League champions Manchester City and sister club, New York City FC
NFT first for rugby league as RLWC2021 signs with NuArca
The organisers of the Rugby League World Cup 2021 will launch the first-ever official non-fungible token (NFT) marketplace in the history of the sport through a new agreement with NuArca
ECB signs Castore to replace New Balance as kit supplier in 10-year deal
The England and Wales Cricket Board (ECB) has signed lifestyle and sportswear brand Castore as the next official kit supplier to the England cricket team
Premier Sports nets EIHL broadcast, title sponsorship rights to 2024
UK pay-television broadcaster Premier Sports has secured exclusive media rights to broadcast the British Elite Ice Hockey League for the next three years, from 2021-22 to 2023-24
Ariel Investments ups stake in Manchester United with $100m shares purchase
US investment company Ariel Investments has increased its stake in English Premier League club Manchester United by completing a $100m (€84.8m) purchase of Class A shares.