Sponsorship & Marketing
Intersport launches consultancy with O Street acquisition
Chicago-based agency Intersport has launched a football-focused sponsorship consulting practice through the acquisition of O Street Consulting.
Olympic sponsors jostle for visibility in Paris
Worldwide Partners of the Olympics have been given visibility rights to sponsor backdrops at certain Paris 2024 venues in an extension of the International Olympic Committee’s sponsorship recognition strategy.
Arnold Clark usurps rival as Scotland shirt sponsor
In becoming the shirt sponsor of Scotland’s men’s national rugby union team, Arnold Clark has made its biggest move to-date in establishing its brand outside of Scotland as it replaces rival car dealership Peter Vardy in the role.
Orange makes connection with Real Madrid
Orange replaces rival Telefónica as the Spanish club's official telecommunications partner under a three-season deal
Euro 2024 sponsorship pays dividends for Lidl
Lidl’s activation around its sponsorship of Euro 2024 has been vindicated after the German supermarket chain derived the most consumer recognition of all sponsors, according to a recent YouGov study.
Euroleague and IMG’s fruitful marriage might need counselling
Euroleague Basketball and IMG are entering a crucial period of discussions with just two seasons remaining in their 10-year contract, and as the rights-holder eyes greater control over its commercial returns.
Betway extends EPL sponsorship footprint
Betway has furthered its Premier League presence via a global betting partner deal with Manchester City to add to similar agreements with Arsenal and Brighton, plus its West Ham shirt sponsorship.
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.
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.
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.
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.
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…
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).
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.
World Lacrosse nets Nike, launches OTT platform
World Lacrosse's long-term sponsorship with Nike continues a rush of commercial activity that has also included the launch of an OTT platform with Sportall.
Mitre in as Nike lets go of A-Leagues ball supplier rights
Sporting goods giant Nike has ceded its ball supplier role with Australia’s financially troubled professional men’s and women’s football leagues to the English sports brand Mitre.
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