News
Djarum-owned Polytron takes Como sleeve rights
Newly promoted Como 1907 has allocated its sleeve sponsorship rights to an Indonesian consumer electronics brand owned by the Djarum Group that purchased the club in 2019.
EXCLUSIVE: Amex closing in on upgraded F1 deal
American Express is in advanced discussions to become a second-tier Official Partner of Formula 1 as it closes in on a deal that would upgrade its existing regional sponsorship, SportBusiness understands.
Red Bull Mobile grows in Saudi with Al Hilal deal
Red Bull Mobile, the Red Bull-branded network provider that partners with different telcos in different markets, has become an official sponsor of Saudi Pro League champions Al Hilal
BBC to show women’s RWC in expansive deal
Women’s rugby union is set to earn a viewership boost for the 2025 women’s Rugby World Cup, with all matches available exclusively on BBC platforms.
PSA recruits Soobratty to media and content role
Melissa Soobratty, senior media director of World Table Tennis, will serve as Professional Squash Association's head of media and marketing.
Ligue 1 Sunday highlights stay on TF1
TF1, the commercial broadcaster in France, has renewed its rights to a Ligue 1 magazine programme, to be aired on Sunday mornings throughout the season
LaLiga seeks five-season TV deal in Hungary
Broadcasters in Hungary have been invited to bid for LaLiga broadcast rights as the Spanish league looks to secure a new five-season agreement, SportBusiness understands.
Bundesliga extends multi-platform strategy in Brazil
The Bundesliga has opted for the status quo of exposure over exclusivity in Brazil with seven broadcasters in place for the 2024-25 season, which kicks off tomorrow.
Hospitality agency Zinc latest Elevate acquisition
US-based sports marketing agency Elevate has broadened out its premium event and experiential hospitality division with the purchase of Zinc Agency
TV4 to make Olympics bow in SVT rights sharing
Sweden's TV4 Media is to show the Olympics for the first time, beginning with the Winter Games in 2026, after striking a sublicensing deal with public-service broadcaster SVT
World Rugby hires Two Circles for sponsorship sales
World Rugby has expanded its relationship with Two Circles to make it the governing body's principal sponsorship and digital sales agency, almost two years since deciding to centralise the bulk of its commercial and media operations.
CSA signs Dafabet as national team shirt sponsor
Cricket South Africa has unveiled online gambling company Dafabet as a shirt sponsor of its international teams, adding to a separate agreement it has with rival firm Betway for its franchise league, SA20.
Bayer 04 eyes stadium upgrades to meet sponsor demand
MG Motor’s decision to upgrade its sponsorship of Bayer 04 Leverkusen after just eight months is illustrative of the club’s growing commercial clout after a stellar unbeaten domestic season.
Disney Star seeks to reduce ICC rights fee
Disney Star is attempting to reduce its $3bn (€2.7bn) rights fee obligations to the ICC, which itself is likely to see current BCCI secretary Jay Shah take over as chair, SportBusiness understands.
Sportfive strikes EBU-World Aquatics renewal
World Aquatics events will continue to receive free-to-air exposure via the European Broadcasting Union in a key agreement for a federation which derives the bulk of its commercial revenues from sponsors
BJK Cup signs Elf Beauty as cosmetics sponsor
The Billie King Cup (BJKC) women’s team tennis event has announced a three-year global deal with US cosmetics brand Elf Beauty, in a sign of the increasing appeal of women’s sport to the beauty sector.
Late twist in Paramount saga as FuboTV chair makes bid
The future of Paramount Global is not yet set in stone, after veteran US media executive Edgar Bronfman Jr submitted a late $4.3bn (€3.9bn) takeover bid.
America’s Cup TV puzzle complete with UK WBD deal
Warner Bros. Discovery has secured a UK broadcast deal for the 37th America's Cup ahead of this week's start, ensuring the event is broadcast in every competing market