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Sponsorship in the News
WTA and Mercedes-Benz agree long-term partnership
The WTA and Mercedes-Benz have entered into a new, long-term partnership. The “WTA Tour Driven by Mercedes-Benz” partnership will begin from January 1, 2026.
The common goal of both the WTA and Mercedes-Benz is to give...
UKSA Intelligence 2025: What we’ve been exploring this year
As part of the UK Sponsorship Awards’ commitment to industry insight, we’ve published a wide range of thought-pieces throughout the year, tracking the trends shaping sponsorship across sport, arts, media and culture. Here’s a...
Trunk signs as Official Partner of Stockport County
Manchester-based marketing agency Trunk has signed as an official sponsor of Stockport County for the 2025/26 season. This marks a role reversal for the agency, best known for helping other brands activate sponsorships.
This new agreement...
British Cycling creates British Cycling Ventures to supercharge commercial growth
British Cycling has launched British Cycling Ventures (BCV) - a new commercial entity established to drive sustained revenue growth, unlock external investment, and realise the commercial potential of cycling in Britain and internationally.
...Fast Tracks and Dark Deals - the art of deal making in sport
Almost 50 years ago, Michael Payne—author of the newly published Fast Tracks and Dark Deals—and I both began our careers at the organisation that many of us later came to call “The University of Sport Marketing....
