News
Atalanta lands security of three-season shirt deal
Atalanta has profited from its rising commercial appeal on the back of winning the Uefa Europa League by landing a three-season shirt sponsorship with sparkling water brand Acqua Lete
Corinthians betting shirt sponsor secured after VaideBet exit
VaideBet terminating its record shirt sponsorship of Corinthians has not dissuaded the Brazilian club from doing business with betting operators, with rival Esportes da Sorte stepping into the breach.
MLB Network launched as D2C offering in structure switch-up
Major League Baseball is separating its streaming offerings as it launches its flagship MLB Network channel as a direct-to-consumer service, separate from MLB.TV
Qatar Airways ups rugby presence in Lions deal
Qatar Airways has expanded its presence in rugby union through a sponsorship - brokered by Pitch International - of the British & Irish Lions tour to Australia next summer.
BeIN’s Ligue 1 rights proposal includes sponsorship element
DAZN’s agreement for eight Ligue 1 fixtures per week has moved closer to completion but a sponsorship sales component of beIN Sports’ proposed deal for the remaining match continues to be worked through.
Yorkshire hires SGI for Headingley naming rights hunt
Yorkshire joins Warwickshire in entering the stadium naming rights marketplace, appointing Sporting Group International to seek out a new sponsor.
Winning trio detail global nature of bumper NBA deals
The huge $76bn (€70bn), 11-year contracts sealed by the NBA with Disney, Comcast and Amazon give the trio the right to air their inventory in international markets, it has emerged, meaning that Sky will hold rights in several European markets.
AFL, TGI Sport launch agency to manage LED signage
Nine months on from the Australian Football League (AFL) appointing TGI Sport to manage its in-stadia signage, both parties have established a new agency, Lumen8 Media, to take on the job.
Endeavor Streaming adds Newcastle United to client roster
Endeavor Streaming has added to its portfolio of football clients in a deal to deliver Newcastle United’s new OTT service.
McLaren wins out in F1 battle for Mastercard
Mastercard’s lengthy consideration of the F1 market has seen it enter into an agreement with McLaren Racing to become a ‘major sponsor’, following a process that saw several F1 teams jostle for Mastercard’s signatu…
IMG secures Saudi football production remit to 2029
IMG has widened its remit with the Saudi Pro League (SPL) in a five-season production agreement that adds to its existing role in selling the competition’s international broadcast rights.
AC Milan eyes US revenues gain in KAGR tie-up
Italian football giant AC Milan has struck a deal with US sports data and analytics firm Kraft Analytics Group (KAGR) as it bids to better understand consumer behaviour and grow its fan base, with a particular…
Package of 2. Basketball Bundesliga betting rights on the market
Germany’s 2. Basketball Bundesliga has amassed a betting rights package of at least 720 matches per season in a request for proposal (RFP) process that also includes the global broadcast rights, SportBusiness understands.
Betway replaces DStv as PSL title sponsor
Gambling firm Betway has today been announced as the new title sponsor of South Africa’s Premier Soccer League in a three-year deal worth around R900m (€45m/$49m).
Real Madrid in landmark football revenue first
LaLiga and Champions League winners Real Madrid has become the world’s first football club to break the €1bn ($1.08bn) barrier for annual turnover.
ARD-ZDF deal delivers exposure boost for women’s handball
Women’s handball has been delivered a major exposure boost in Germany after public broadcasters ARD and ZDF opted to buy the rights to the women’s Euros together with the men’s competition.
Question marks hang over 2030, 2034 Olympics hosts despite dual ‘award’
The 2030 and 2034 Winter Olympic Games were awarded to the French Alps and Salt Lake City, respectively, today (Wednesday) as expected, albeit with significant conditions imposed
EXCLUSIVE: FedEx extends as Champions League sponsor
FedEx has extended as a global sponsor of the Champions League for a further three years, taking its association with Uefa past a decade, SportBusiness can exclusively reveal.
Betting sponsors claim majority of EPL shirt fronts
Two seasons before the English Premier League bans betting firms from front-of-shirt sponsorships, more than half of teams have secured a betting shirt sponsor ahead of the 2024-25 campaign.
Infront lands first batch of Diamond League international deals
Almost five years on from being named as the future seller of Diamond League rights internationally, Infront has struck a mixture of free-to-air and pay-TV deals from 2025.