Wembley Stadium, home of England's national soccer team as well as other major matches and events, has contracted the US sports and entertainment facilities company Oak View Group (OVG) to increase and diversify its sponsorship portfolio and content output.

Through the partnership, OVG will work as an extension of Wembley’s existing sales and content teams to source and secure new sponsorship, commercial and content opportunities.

It has been agreed ahead of Wembley’s 100th birthday in 2023, with OVG tasked in part with delivering greater exposure for events staged at the iconic stadium.

Wembley joins a number of other leading UK sports venues as a partner to OVG, including the Silverstone motor racing circuit and Ascot Racecourse.

Last year, Oak View merged with the events and entertainment company Spectra to create a “full-service live events company” aimed at providing expertise in booking and content creation for the venues it manages.

At the same time as this new deal, OVG has also announced a partnership in the UK with the Jacksonville Jaguars, of American football’s NFL, through which it will work with the team to develop commercial opportunities in the country.

The Jaguars, who have played a ‘home’ game in the UK every year since 2013, have now also confirmed that they will return to Wembley later this year.

Mark Burrows, chief operating officer of the FA, which owns Wembley, said: “We're delighted to partner with Oak View Group, which will open up new and exciting sponsorship and content opportunities for Wembley Stadium. We're very proud to welcome millions of people to our stadium each year for iconic sporting and music events, and this partnership will help us to build on that.”

Tim Leiweke, chief executive of Oak View Group, added: “As venue owners and operators, OVG knows the importance of maximizing sponsorship opportunities and delivering a year-round calendar of brilliant events. We look forward to what we know will be an innovative and productive partnership working with the topflight team at Wembley Stadium and the FA.”