Sponsorship & Marketing

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

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.

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 replaces rival Telefónica as the Spanish club's official telecommunications partner under a three-season deal

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 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 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 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

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 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 joins Warwickshire in entering the stadium naming rights marketplace, appointing Sporting Group International to seek out a new sponsor.

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.

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…

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).

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.

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.