Ben Cronin

Fulham FC has become the latest Premier League club to replace a betting sponsor with an AI-adjacent technology brand, announcing a deal with data analytics company Clickhouse.

Payment services brand Stripe has agreed a deal to become a Worldwide Partner of the next two editions of the Ryder Cup after German automotive giant BMW opted not to extend its agreement.

Subway is to extend its title sponsorship agreement with the Women’s League Cup as England’s secondary women’s domestic cup competition undergoes a radical revamp and a likely name change.

Penny Peng, European head of marketing and PR for BYD, explains why the UK is one of the Chinese car brand’s strongest markets and why it is unlikely to ever sponsor the front of a Premier League…

Aston Villa has overlooked recent criticisms surrounding sponsorship deals with virtual private network providers to strike a new agreement with NordVPN.

Burnley FC has announced the termination of its shirt sponsorship agreement with Cyprus-based trading platform Finotive Funding and a new replacement sponsorship deal with automotive retailer Vertu…

Brian Beierwaltes, head of marketing for Continental’s US passenger and light-truck arm, explains why the firm opted not to develop a bespoke Fifa World Cup campaign and devoted more energy to the MLS…

Liverpool is free to talk to other brands about its main shirt sponsor rights from the 2027-28 season onwards after Standard Chartered’s exclusive negotiation window lapsed without the company making…

Chelsea FC is looking for its sixth different sleeve sponsor in five seasons after FPT, the brand that held the role for the 2025-26 campaign, transitioned into a lower-tier deal with the club.

Family history and genealogy site Ancestry has announced a sponsorship deal with classic motor-racing festival Goodwood Revival. The three-year deal sees Ancestry designated an ‘Official Partner’ of…