Sponsorship & Marketing
TGL leans on PGA Tour sponsor Genesis as founding partner
TGL, the tech-driven team golf league backed by Tiger Woods and Rory McIlroy’s TMRW Sports, has brought in existing PGA Tour and DP World Tour tournament sponsor Genesis as its founding partner.
Industry return for Willoughby as PFL global partnerships head
The Professional Fighters League (PFL) has hired Damian Willoughby, the former City Football Group and EA Sports executive who briefly worked at Chelsea, as its head of global partnerships
Aon’s Weitz takes on ‘CMO-plus’ role at PGA Tour
Leading sports marketer Andy Weitz has been named chief marketing and communications officer and executive vice-president, investor relations, for the PGA Tour’s global operations.
Growth in France drives MG Motor’s Lyon renewal
After record growth in France over the term of its previous deal, MG Motor has extended its sponsorship of Olympique Lyonnais for another three years.
Fanatics becomes master licensee of Juventus merchandise to 2035
Global sports merchandising company Fanatics is to manage all merchandise for Juventus worldwide for the next decade as part of an extensive commercial deal with the Italian club
Haas F1, ex-sponsor Uralkali dispute arbitration ruling
Haas Formula 1 has disputed claims made by former title sponsor Uralkali regarding the arbitration ruling on the termination of its contract following the Russian invasion of Ukraine
Michelob Ultra adds MLS, Concacaf sponsorships
Michelob Ultra has signed multi-year international sponsorship agreements with Concacaf and Major League Soccer as AB InBev continues to push the beer brand in soccer
LA28 adds Cisco deal to sponsorship revenue pot
Cisco joins LA28's second tier of major sponsors as the organising committee continues to chip away at its $2.5bn sponsorship revenue goal.
Uralkali claims legal victory over Haas F1 title sponsorship termination
Former Haas Formula 1 title sponsor Uralkali, the Russian fertiliser producer, has been awarded compensation by a Swiss arbitration tribunal following the termination of its contract at the outbreak of…
Copa América announces eleventh-hour Coca-Cola deal
Coca-Cola has been announced as a late addition to the sponsorship portfolio for the 2024 Copa América, building on its existing association with competition organiser Conmebol’s club competitions.
Fanatics expands Ravens deal to include year-round stadium retail store
The Baltimore Ravens, of the National Football League, and global e-commerce company Fanatics have outlined plans to dramatically increase gameday revenues with a year-round retail store to open in 2025…
Adidas returns to Saudi esports scene with World Cup sponsorship
Adidas has taken a significant sponsorship position at the inaugural edition of the Esports World Cup, taking place in Saudi Arabia next month
BigMat ups cycling backing as first 2027 UCI Worlds sponsor
A four-year contract will see BigMat back seven UCI World Championships, including the 2027 Cycling World Championships in Haute-Savoie, France.
EXCLUSIVE: MLC seeking naming sponsor for Texas stadium after T20 World Cup role
The organisers of Major League Cricket (MLC) are in the market for a naming-rights sponsor for the Grand Prairie stadium in Texas, SportBusiness can reveal
World Snooker Tour extends Johnstone’s Paint deal to Masters title rights
World Snooker Tour (WST) has awarded title rights to The Masters to existing sponsor Johnstone's Paint rather than further expand its commercial portfolio through owner Matchroom's growing global ties.
VodafoneZiggo extends Ajax shirt deal amid growing club crisis
Dutch giants AFC Ajax and telco VodafoneZiggo have renewed their shirt sponsorship deal until at least the end of the 2026-27 season, providing the Eredivisie club with much-needed stability as it lurches…
Infront, DEB share sponsorship sales remit in long-term renewal
The German Ice Hockey Federation (DEB) will be able to source potential sponsors in-house as part of a revised and extended exclusive marketing agreement with the Infront agency
The Sports Consultancy hired to sell Clipper race partnerships
The Sports Consultancy (TSC), the London-based sports and entertainment specialist agency, will look to tap into its extensive experience in sailing, after being appointed to lead the search for host …