Sponsorship & Marketing

Businessolver has been unveiled as the second founding partner of golf's TGL in the US-based HR technology firm's second sponsorship in elite sport.

Product placement for major Olympics sponsors is a "deliberate path" taken by the International Olympic Committee, and looks set to be ramped up for future editions of the Games.

Truist Financial Corporation has signed a seven-year agreement with the PGA Tour to become title sponsor of the tour’s ‘signature event’ in Charlotte, North Carolina.

Adidas is close to landing a deal with the Audi F1 team, which would mark its second agreement in the Formula 1 market with a major German manufacturer, SportBusiness can reveal.

The London Stadium’s long-running search for a naming sponsor goes on after Allianz, the leading candidate to acquire the rights, opted to enter into a controversial agreement to rename Twickenham Stadium, the home of English rugby, believing it to be a better brand fit.

Cryptocurrency exchange Zondacrypto has chosen Europa League winners Atalanta ahead of rival Serie A club Juventus to lead its sleeve branding efforts in Italian football

Brisbane 2032 has swooped for one of Paris 2024's top commercial executives as it embarks on its bid to hit a domestic sponsorship target of around A$2bn ($1.3bn/€1.2bn) for the Olympic Games in eight years' time.

Renewable energy suppler Acciona Energía has become the ‘Official Energy Partner’ of the 37th America’s Cup in what is likely to be the last sponsorship deal signed by the organisers before the action…

HeroMoto Corp has taken its association with the International Hockey Federation (FIH) to two decades after extending its sponsorship of the governing body for another five years.

Emirates has extended its long-running sponsorship of the Football Association's flagship FA Cup competition for another four years, an agreement that will take the airline's title sponsorship of the FA…

World Athletics' revenue dipped slightly in 2023, despite the hosting of the flagship World Athletics Championships in Budapest, Hungary during the 12-month period and the receipt of payments from the Russian Athletics Federation (RusAF) related to doping scandals.

The French football domestic rights saga is almost at an end, after the league's board of directors validated the €100m ($108m) per season media rights and sponsorship offer from pay-television's beIN S…

The healthcare sector has notched up another major sponsorship of a US sports team with hometown health insurer Independence Blue Cross (IBX) becoming the Official Jersey Patch Partner of MLB’s Philadelphia P…

The National Football League (NFL) has ended its search to fill one of its flagship sponsorship categories after signing Sony in a deal which includes the league’s official headphone rights.

M&C Saatchi Group has recruited Robin Clarke from the Endeavor-owned marketing agency 160over90 to head up its sport and entertainment businesses following the recent high-profile exit of senior executive…

Chicago-based agency Intersport has launched a football-focused sponsorship consulting practice through the acquisition of O Street Consulting.