United Kingdom

Football
Sponsorship & Marketing

Wolverhampton Wanderers have chosen not to renew their deal with Castore and are expected to embark on a kit supply relationship with a new UK-based brand trademarked by the club’s Chinese owners, Fosun Sports Group.
Football
Media

ITV will continue to show EFL highlights for the next three seasons, SportBusiness understands, as it prepares to add live Championship and Carabao Cup matches to its schedules.
Football
Finance & Law

Red Bull has extended its multi-club ownership portfolio into English football by acquiring a minority stake in Leeds United.
Tennis
Sponsorship & Marketing

Jaguar Land Rover (JLR), the UK car manufacturer, has extended and tweaked its major sponsorship deal with the Wimbledon Championships to make its Range Rover brand the face of the partnership
Football
Media

UK commercial broadcaster ITV is close to agreeing a sublicensing deal with Sky Sports for around 20 English Football League matches per season
Cycling
Sponsorship & Marketing

A deal unveiled between British Cycling and Lloyds Bank represents the largest new sponsorship brought on board by any UK sports governing body in the last 18 months, the cycling body claims.
Football
Sponsorship & Marketing

Aston Villa will play top-flight European football for the first time in 41 years with a new kit supplier, as well as record shirt sponsor, after a multi-year agreement with Adidas was signed off.
Football
Media

The finals of this season’s Uefa club competitions will be streamed for free on discovery+ as Warner Bros. Discovery seeks to generate more subscriptions for the platform, with the matches to no longer be shown on YouTube.
Cricket
Industry Moves

Commercial rights executive Russell James has set up a new consultancy after recently vacating the sales and marketing director position at the England and Wales Cricket Board (ECB)
Multiple Sports
Finance & Law

Matchroom Sport, the UK-based event promotions company and agency, has ended its search for investment by striking an equity agreement with Pitch International which includes "collaboration" with the agency on international media rights and sponsorship sales.
Football
Sponsorship & Marketing

The SPFL is poised to return to the gambling sector for its main source of central sponsorship income amid tough market conditions as it prepares to announce a long-term title sponsorship agreement with William Hill.
Football
Licensing & Merchandising

Fanatics has struck another blow to Panini by announcing a wide-ranging licensing agreement with the English Premier League.
Football
Sponsorship & Marketing

BetMGM is set to take over the ‘Official Training Wear Partner’ rights at Premier League club Tottenham Hotspur from next season, SportBusiness can exclusively reveal.
Football
Sponsorship & Marketing

AXA has secured pitch-side access to club training sessions as part of a four-year sponsorship renewal with Liverpool FC’s men’s and women’s teams.
Multiple Sports
Industry Moves

Sports media rights executive Stew Walker has been recruited by Commercial Sports Media (CSM) as a consultant to work in the UK market
Football
Sponsorship & Marketing

Diageo-owned beer brand Guinness is set to take over the Premier League’s beer category rights from the departing incumbent - AB InBev’s Budweiser – after this season.
Football
Sponsorship & Marketing

Premier League club Manchester City has signed a multi-year ‘Official Partner’ agreement with Quidd, a subsidiary of Hong Kong software developer Animoca Brands.
Football
Sponsorship & Marketing

Liverpool FC is poised to announce a new kit supplier deal with Adidas that will begin with the 2025-26 season, SportBusiness can exclusively reveal.