Rexona first to sponsor Saudi women’s national team
The Saudi Arabian Football Federation (SAFF) has announced a three-year sponsorship deal with global consumer goods company Unilever's Rexona brand to become the first official sponsor to align with the…
AT&T adds on-car branding to Red Bull Racing deal
AT&T has announced an expansion to its sponsorship deal with Red Bull Racing that for the first time includes branding on the team car.
Juve lands Azimut sleeve deal, TikTok for women
Juventus has filled one of the vacant positions on its men's team shirt, announcing global asset management firm Azimut as the new sleeve sponsor while TikTok has upgraded to shirt sponsor of the club's women's team.
Fiorentina lands Betway Scores as sleeve sponsor
Betway Scores has become the sleeve sponsor of Fiorentina in a deal with the Serie A side that took effect earlier this month
F1, Fifa voted ‘hottest’ sponsorship properties
Formula 1 and the Fifa men’s World Cup are the ‘hottest’ sponsorship properties in sport according to a global survey of industry subscribers conducted by SportBusiness Sponsorship.
Sales underway for Uefa men’s national team events
Uefa has opened the sales process for the sponsorship and licensing rights to its men’s national team football events, including the flagship Euro 2028 tournament, for the next cycle from 2025 to 2028.
Riyadh Air puts name to Atlético Madrid stadium
Riyadh Air has expanded its sponsorship agreement with Atlético Madrid to include the naming rights to the team’s 70,000-capacity Metropolitano Stadium.
EXCLUSIVE: SailGP nets Emirates, DP World as global sponsors
SailGP has significantly strengthened its sponsorship portfolio, bringing Emirates and DP World on board as Global Series Partners ahead of the new season, SportBusiness can reveal.
MaxBet extends regional EuroLeague deal
MaxBet has announced a two-year extension to its regional sponsorship deal covering the EuroLeague and EuroCup in Serbia and Montenegro
Bridgestone exits IOC deal to focus on motorsports
Bridgestone has become the latest Japanese brand to exit the IOC's Olympic Partner (TOP) programme, announcing in a statement that it is shifting its focus to ‘endemic motorsports platforms’ and ‘sustainable mobility’.