How do brands pick the right sport sponsorships? September 9, 2025 Partnerships and deals are core elements to the sports sector, so how do brands pick the right sponsorships? It is easy to get lost in the seemingly endless numbers of sponsors littering sport. From the tiniest piece of Formula 1 carbon crowded with brand names to the vast displays plastered across some of the country’s [...]
Chloe Kelly and the Lionesses are marketing gold. Brands take note July 31, 2025 In a world gripped by political instability and economic uncertainty, the Lionesses offer something powerful: focus, momentum, and cultural relevance. Sunday’s nail-biting Euro 2025 win wasn’t just a sporting triumph. It was a commercial line in the sand. The Lionesses aren’t a moment – they’re a movement. And for brands, the message is clear: the [...]
Revolut enters F1 with title sponsorship of new Audi team July 30, 2025 Revolut has announced its entry into Formula 1 as title partner of the new Audi F1 team, which will compete from next year. The partnership has been described as long-term and will see the fintech giant – currently the subject of a clash between Chancellor Rachel Reeves and Bank of England boss Andrew Bailey – [...]
Brentford FC sponsor rapped by watchdog for pushing gambling to kids July 23, 2025 Premier League club Brentford FC’s main sponsor, Hollywoodbets, has been rapped by the advertising watchdog for targeting children. The Advertising Standards Authority today upheld a complaint from a minor prompted by an ad for the bookmaker on the esports website Virtual Football League. The complainant was presented with the ad, which urged users to sign [...]
Red Roses sign up Clinique as sponsor ahead of Women’s Rugby World Cup July 23, 2025 The Rugby Football Union has added Clinique to its roster of Red Roses partners ahead of the Women’s Rugby World Cup in England. The global skincare giant has become the official beauty partner of the team, who begin their World Cup campaign next month. It expands Clinique’s presence in the women’s game, having partnered with [...]
Crypto deals in sport up 20 per cent to over £400m May 28, 2025 Sponsorship of sports organisations by crypto brands has increased by 20 per cent to over £400m with football driving new business, new research shows. The $565m spent by the blockchain-anchored organisations in the past season is closing in on the 2022-23 peak, when $685m was spent (£508m), according to SportQuake data. Nearly two thirds – [...]
British Cycling rides sponsor high with addition of Nyetimber May 20, 2025 British Cycling is riding a wave of sponsorship deals, most recently adding Nyetimber as its sparkling wine partner ahead of this year’s Tour of Britain events. The English sparkling wine stalwart joins the roster of sponsors under the British Cycling banner with the body having agreed a deal with Lloyds last year and various partnerships [...]
How ‘unsexy’ B2B firms are pushing out consumer brands in sport May 9, 2025 “Unsexy” B2B firms are increasingly replacing consumer-facing brands in some of the country’s most prized sport sponsorship deals, new research has found. Manufacturing/engineering, specialist professional services, construction and software are four of the five fastest-growing industries appearing as front-of-shirt sponsors of England’s top football, rugby and cricket teams. The study by sponsorship intelligence firm Caytoo [...]
21.3bn reasons why TCS partners with the London Marathon April 24, 2025 Partnering with the London Marathon has helped b2b-focused TCS grow its brand value tenfold, says the company’s chief marketing officer Abhinav Kumar. TCS can point to plenty of reasons for partnering with the London Marathon and other endurance races – 21.3 billion of them, in fact. That figure represents the global IT services and consulting [...]