Sponsorship & Marketing

Global sports merchandising company Fanatics has broadened its work in Aussie Rules football's Australian Football League (AFL), signing a long-term agreement with Richmond, its second deal with a franchise

Telecom company One New Zealand has signed as the naming rights sponsor of a major NZ$683m ($418m/€387m) arena currently under construction in Christchurch, New Zealand.

Ellie Norman is to leave her executive role at Manchester United to join electric motor racing's Formula E as chief marketing officer, while the Premier League club's chief executive of alliances and partnerships,…

US-based sporting goods manufacturer Baden Sports has made a move into the European market in a four-year official ball supply deal with Germany’s Basketball Bundesliga (BBL).

Women’s Super League sides Chelsea Women and Crystal Palace Women have broken new ground, announcing their first-ever standalone training kit and front-of-shirt sponsorship deals, respectively.

The England and Wales Cricket Board continues to leverage the insurance sector for its Test match title sponsor position after a new deal with Rothesay.

LaLiga club FC Barcelona has renewed one of its most lucrative and controversial sponsorship deals by signing a five-year extension with betting operator 1XBet.

The Edgbaston Stadium commercial team is looking to sell naming rights to the home of Warwickshire County Cricket Club for the first time, SportBusiness can reveal

Just days after announcing an extensive new deal with Juventus, global sports merchandising firm Fanatics has sealed a similar long-term agreement with New Zealand Rugby.

RCD Espanyol has terminated its stadium sponsorship deal with Stage Front and is readying legal action, over allegations of non-payment and breach of contract against the US ticketing and hospitality company.

The Uefa Europa League and Uefa Conference League are likely to have a new betting sponsor next season after Bwin, Uefa's first-ever major betting sponsor, decided not to extend its global sponsorship covering the two competitions, SportBusiness can reveal.

Inter Milan has announced a four-deal agreement with online betting and casino company Betsson to be its main sponsor with a 'sport infotainment brand' to feature on the club's shirts in a bid to circumvent Italy's rules on betting advertising.

Le Coq Sportif has taken a €2.9m ($3.1m) loan from the Paris 2024 organising committee to help ensure provision of kit at the Games and as a result of what owner Airesis describes as “operational cash flow challenges” for the sportswear brand.

English Championship club Burnley has signed up betting operator 96.com as its front-of-shirt partner for both the men’s and women’s teams as part of a two-year deal, from 2024-25 to 2025-26.

Sportfive has appointed Jordan Iannuzzi as its new senior commercial partnerships manager in Australasia

Tyre manufacturer BKT continues to place its faith in sponsorship as a key part of its marketing mix after it signed an extension to its title sponsorship of Italy's second-tier Serie B