Sponsorship & Marketing

Just after Saudi Arabia's Public Investment Fund (PIF) announced a new partnership with Concacaf, Riyadh Air has unveiled a multi-year sponsorship with the football governing body.

Chelsea FC has avoided going into the new season without a single sponsor on its men’s first team shirt, having announced a late deal with entertainment discovery platform Fever which encompasses the sleeve sponsorship rights for both its men’s and women’s teams.

Emirates has reinforced its dominance of the airline sponsorship category in tennis with a renewal of its deal with the US Open

As the West Indies took to the field in Guyana today for the start of the second Test against South Africa, they did so with unbranded shirts: a microcosm of cricket’s challenges in the Caribbean.

Qualcomm Technologies has registered a vote of confidence in Manchester United’s future by triggering an option to extend its Snapdragon brand’s main shirt sponsorship one year ahead of schedule.

Saudi Arabia's Public Investment Fund (PIF) has made its first move into football in the Americas, striking a multi-year partnership with Concacaf, the continental governing body for North America, Central…

The Orsen agency is to commercialise standalone sponsorship packages for international beach volleyball under an agreement with Volleyball World unveiled today.

Bank of America was today (Thursday) unveiled as a major sponsor for the 2026 men's Fifa World Cup, in what represents the governing body’s first high-level deal in the banking category.

SportBusiness understands the UK-based telco will agree a multi-season extension to its previous five-season deal, which ran from 2019-20 to 2023-24. 

The Uefa Super Cup in Warsaw last night was the platform for Bet365 to finally unveil its global sponsorship of the Champions League, after more than a year-long negotiation process.

Uefa has unveiled cryptocurrency exchange Crypto.com as the latest global sponsor of the Champions League, more than two years after a deal for the premier clubs competition fell through.

Chinese smartphone brand Tecno has signed as an ‘Official Global Supporter’ of the Asian Football Confederation's (AFC) newly revamped club competitions.

Chris Foy to take up position as Wasserman's executive vice-president and managing director of rights sales for North America

Digital sports platform Fanatics has consolidated its position in the international football merchandise market after renewing and extending its deal with England's Football Association (FA)

Deloitte has deepened its Olympics association as it takes expanded ownership of the technology integration category, placing further doubt over the continuation of IT consultancy and services provider Atos as a Worldwide Olympic Partner.

Nocta, the luxury clothing brand created by sportswear giant Nike and Canadian rap artist Drake, has made its first move into football, becoming the kit supplier of Venezia FC.