Cat Hawkins

The European sponsorship market grew to €34.45 billion in 2025, a 4.7% increase on 2024, with sports sponsorship accounting for 72% of that volume. insideworldfootball.com/2026/03/13/foo…

Horseracing looks set to enter a new era of sponsorship after bet365 announced it is ending several agreements. They will discontinue sponsorship of the Craven and July meetings at Newmarket, as well as the Old Newton Cup/Lancashire Oaks at Haydock. @bet365

Mercedes has signed a multi-year deal with technology conglomerate Microsoft, starting from the 2026 season. Microsoft was a long-time partner of the rival Alpine squad, which it first sponsored in 2012 when the outfit was named Lotus @MercedesAMGF1

As Pride sponsorship falls, how can brands show up for the LGBT+ community? thedrum.com/news/as-pride-…

ActionAid to rethink child sponsorship as part of plan to ‘dActionAid to rethink child sponsorship as part of plan to ‘decolonise’ its work | Global development | The Guardian

Gemini, Google’s AI assistant brand, has agreed a lucrative sponsorship deal with the Indian Premier League (IPL) ahead of the 2026 season, continuing a category theme in franchise cricket in the country @IPL

Sponsors add 40% to 2026 Winter Olympics’ carbon footprint carboncopy.info/polluting-spon…

London Spirit have added Barclays and Nike as major new partners, marking the most significant deals for a Hundred franchise since teams were given the all-clear to sign their own commercial agreements. @Barclays @Nike

PrettyGreen – the Global Fame Making agency,has acquired performance marketing business, PinPoint Media as part of the agency’s long-term growth strategy.

The Art of Sponsorship: Luxury Brand Partnerships in Arts and Culture inquisitiveminds.bristows.com/post/102m218/t…

Worthing Theatres and Museum (WTM) announced a year-long sponsorship with GWCA Solicitors to support the reopening of Worthing Museum in late March 2026 @WTheatresT

Nike strengthens rugby ties with British & Irish Lions women’s team kit deal. Sportswear giant joins Royal London and Howden as principal partner ahead of landmark series in 2027 @BritishLions @Nike

Samsung VP says Olympic sponsorship must reflect how fans follow athletes, not events insidersport.com/2026/01/15/sam…

Brills opp to join the fab development team @SomersetHouse careers.somersethouse.org.uk

Premium British lifestyle brand @LyleandScotty has been confirmed as the new sponsor of the Football Writers’ Association (FWA), taking over the partnership previously held by gambling giant William Hill.

Tommy Hilfiger signs sponsorship deal with @LFC for the next twenty years. The U.S. company will develop exclusive product lines with the players of Liverpool’s men’s and women’s team as part of its multi-year contract to dress both until 2046 @TommyHilfiger

Luke Littler nets record-breaking £20m payday with sponsorship deal - The 18-year-old’s ten-year agreement with his dart supplier Target Darts will be the most lucrative in the sport’s history @TargetDarts

IMG’s three sports sponsorship trends to watch in 2026 cityam.com/imgs-three-spo…

Emma Raducanu will mirror Roger Federer with a major sponsor change: report tennis365.com/tennis-news/em…

Arsenal had reached a major sponsorship agreement with American payroll and human resources company Deel, with the company also believed to be set to replace the Visit Rwanda sleeve patch on the team’s shirts from next season. @Arsenal