Sponsorship & Marketing
Secondary UCL sponsor sales enter last stretch
Team Marketing is looking to sell its final piece of Uefa Champions League sponsorship inventory for the 2024-27 cycle after inviting brands to bid for the last slot in the new second-tier category
LPGA ties down lucrative CME deal until 2027
Derivatives marketplace CME Group has renewed its title sponsorship of the LPGA Tour Championship and the season-long Race to CME Globe points competition until 2027.
FIS lands Visa as latest central sponsor
The International Ski and Snowboard Federation (FIS) continues to build out its central sponsorship portfolio after bringing in Visa as title sponsor of the Snowboard Alpine World Cup.
Red Bull’s portfolio looking tidy after Neat signing
Red Bull Racing continues to build its portfolio for the 2025 Formula 1 season with Norwegian video technology company Neat becoming its latest signing.
SailGP eyes broadcast growth with raft of deals
SailGP has announced new, or extended, broadcast rights deals across Australia, Brazil, Germany and New Zealand ahead of a 2025 season which it expects to provide “significant further growth” in terms of its audience reach.
Rolex strikes WTA Global Partner deal
Rolex has expanded its relationship with the Women's Tennis Association by joining its roster of Global Partners in a major new sponsorship unveiled today.
McCann follows Harold as LET commercial director
The Ladies European Tour (LET) has a new commercial director after former NBC Sports executive Theresa McCann was hired to replace Fiona Harold, who has joined World Netball.
Daikin puts name on Houston Astros stadium
The Houston Astros Major League Baseball club has reached a 15-year stadium naming-rights deal with Daikin Comfort Technologies North America to rename the home of the Astros as Daikin Park.
Visa targets Mediterranean region with EuroLeague deal
Visa will use a new sponsorship agreement covering basketball’s EuroLeague and EuropCup to target consumers in Southern Europe and the Mediterranean region.
Chery signs as EPCR’s first-ever car sponsor
Chinese firm Chery Automobile has become the first ever car brand to sponsor European Professional Rugby (EPCR’s) Champions Cup and second-tier Challenge Cup.
Pepperstone opts for Asia-focused UFC sponsorship
Australian online trading platform Pepperstone has pivoted its sponsorship strategy to mixed martial arts (MMA) after signing a regional deal with Ultimate Fighting Championship (UFC).
EXCLUSIVE: AvaTrade to switch F1 focus to Red Bull Racing
Aston Martin sponsor AvaTrade will make the switch to Red Bull Racing for the 2025 F1 season, SportBusiness can reveal.
Tennium tasks Sportfive with Hamburg Open sales
Tennium, the organiser of the ATP Tour’s Hamburg Open, has turned to Sportfive to help sell sponsorship and hospitality packages from 2025 to 2028.
Midea deal ends Sevilla’s shirt sponsor search
Sevilla FC has ended its nearly 18-month search for a front-of-shirt sponsor having agreed a deal to promote the Midea air-conditioning and household appliances brand.
FEI broadcast revenue down in time-buy shift
Broadcast revenues at the International Equestrian Federation (FEI) are budgeted to drop by 8 per cent in 2025 in a continued shift to digital content and time-buys to maximise sponsorship income.
UFC takes AI plunge with global IBM deal
The Ultimate Fighting Championship has sold its first sponsorship package in the artificial intelligence category, a multi-year deal with technology and IT consulting firm IBM
Pernod Ricard’s Ferrari talks result in Chivas Regal deal
After investing in future Ferrari driver Lewis Hamilton's drinks brand, Pernod Ricard has secured a deal that makes its Chivas Regal brand a sponsor of the F1 team.
ACC extends TCM sponsorship sales remit
The Asian Cricket Council (ACC) has retained TCM Sports Management once more as its exclusive sponsorship sales agency for the Asia Cup.