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Broadcast: Sleep tech brand Simba signs its biggest sponsorship deal yet, as it becomes the official sponsor of drama and more for Channel 5. HSBC UK extends sponsorship of The News Agents podcast for further 12 months. The Royal Air Force has become the first sole sponsor of Cineworld's 4DX technology in the UK in a six month deal. Tesco Whoosh to sponsor Channel 4 Comedy Strand.
Sport: BT has confirmed an extension of a sponsorship deal with the four Welsh rugby regions. TikTok and Six Nations Rugby agree new partnership with online safety focus. Chelsea Women FC have announced a new partnership with Skoda. The International Olympic Committee has signed Anheuser-Busch InBev as the first beer brand in the 40-year history of its sponsorship program. Vitality ends GB and England Hockey sponsorship deal and Oppo will not to renew its global sponsorship deal with the All England Lawn Tennis & Croquet Club (AELTC).
Culture & Entertainment: The Jigsaw Foundation is the Principal Sponsor for ‘Lubaina Himid: Lost Threads’ at the Holburne Museum. The British Film Institute (BFI) have announced a transformative £1 million partnership with The Uggla Family Foundation that will enable the evolution of the BFI’s video on demand platform, BFI Player, into a next generation streaming service, provisionally called BFI+. Edinburgh International Festival announces a new Principal Partner in single malt Scotch Whisky, The Macallan.
Charity & Community: BAE Systems has announced its sponsorship of the Royal British Legion Industries (RBLI) annual flagship fundraising campaign, ‘The Great Tommy Sleep Out’. Brighton & Hove’s Beryl BTN Bikes has agreed a one-year deal with coconut water company Vita Coco to be its lead partner.
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