Sponsorship & Marketing
Strauss hints at more deals after Premier League entry with Liverpool
Germany-based workwear brand Strauss could expand its sponsorship portfolio after entering the Premier League football market via a deal with Liverpool
Indian tyre brands signal global ambitions with Leverkusen, ECB deals
Indian tyre brands Ceat and BKT have served notice of their international ambitions, announcing sponsorship deals with German Bundesliga champion Bayer Leverkusen and The Hundred, the England and Wales…
EXCLUSIVE: LA28 to sell auto category after Toyota’s TOP exit
The International Olympic Committee (IOC) has invited the organisers of the 2028 Olympic Games in Los Angeles to sell the auto category rights within the domestic programme in the wake of Toyota’s exit a…
Unrivaled women’s 3×3 league secures founding sponsor Ally Financial
The new women's three-on-three (3x3) basketball league, Unrivaled, has announced its first founding partner in Ally Financial.
New UWCL era to kick off with Two Circles in commercial box seat
The Two Circles agency and Uefa have finalised contracts for the global broadcast and sponsorship rights to the Uefa Women’s Champions League.
WNBA doubles down on betting partners with DraftKings
Fantasy gaming and sportsbook operator DraftKings has signed up as the second official betting partner of the Women’s National Basketball Association (WNBA), joining its rival FanDuel.
Panini to launch sticker, card collections for Olympic Games
Panini has struck a licensing deal with the International Olympic Committee to create collectible stickers and cards for the next two editions of the Olympic Games.
LA Lakers swaps Sportfive for Wasserman as sponsorship agency
The Los Angeles Lakers has announced the hiring of Wasserman as its exclusive commercial agency and tasked it with securing international sponsorships to grow the Lakers' reach and visibility worldwide
EXCLUSIVE: EA Sports poised to add Napoli, AS Roma to Serie A roster
EA Sports needs to agree deals with just four further teams to control the video game licensing rights to all 20 clubs in the Italian top flight.
Ultimate Table Tennis renews IndianOil title sponsorship
IndianOil has renewed its title sponsorship of the India-based Ultimate Table Tennis (UTT) for the upcoming 2024 season, in a deal first reported by SportBusiness.
Brink to be focal point of New Balance’s WNBA foray
US sportswear brand New Balance has signed a non-exclusive sponsorship agreement with the WNBA that will enable it to amplify its existing endorsement deal with Los Angeles Sparks forward Cameron Brink.
Puma extends sole Brazil kit supplier deal with Palmeiras
Amid interest from several rivals, Puma has extended its kit supplier agreement with Campeonato Brasileiro Série A club Palmeiras.
Saints, Spurs to market crypto sector on jerseys
Premier League pair Southampton FC and Tottenham Hotspur have turned to the cryptocurrency sector to fill key shirt sponsorship voids for the new season
China moves into UCI WorldTour with XDS-Astana Qazaqstan deal
Astana Qazaqstan states the draft agreement provides for long-term investment for a period of at least five years and financing at the level of leading WorldTour teams.
IMG to identify AFA sponsors in APAC, supplants Wanda in China
The Argentinian Football Association has appointed IMG as its exclusive sponsorship agency in the Asia Pacific region (APAC), as part of a two-year deal that will run from 2025 to 2026.
Court rules FC Barcelona must abide by Nike contract
Nike is one of the club’s three top-tier sponsors, but president Joan Laporta in March ramped up the pressure on its kit supplier to either quit or pay more.
Uber splits strategy in new deals with LaLiga, Como
Uber has split its approach to its latest European football sponsorship deals, turning to its Uber Eats food delivery brand to sponsor Spain’s LaLiga but marketing its main ride-hailing app business in a shirt deal with Serie A side Como 1907.
MGM Resorts-Yankees deal to support full casino licence bid
MGM Resorts International has chosen its MGM Resorts brand to become a 'Proud Partner’ of the New York Yankees in a move linked to the awarding of up to three full commercial casino licences in the New Y…