Sponsorship & Marketing

Orienteering
Events

The Sprint World Orienteering Championships probably doesn't feature on your sporting calendar this weekend. But if it wasn't for last-minute deals for 3,000 free sausage rolls and a supply of kilts to help balance the budget, it might not have appeared on anyone else's.
Multiple Sports
Sponsorship & Marketing

TGI Sport, the tech-led sports media and marketing agency part owned by Bruin-Capital, has tightened its grip on the virtual advertising sector in a deal to acquire leading technology provider Supponor.
Football
Sponsorship & Marketing

Qatar Airways has expanded its relationship with Inter Milan by becoming the Serie A club’s new training kit sponsor, replacing online gaming operator LeoVegas in the role.
Cricket
Sponsorship & Marketing

Pensions insurance specialist Rothesay will take over cricket’s County Championship title sponsorship rights from 2025, SportBusiness can reveal.
US College Sport
Media

Legends, the global experiences firm, has expanded its role in the US college sports scene, signing a 10-year multi-media rights partnership with Florida State University (FSU)
Golf
Sponsorship & Marketing

Ahead of the next Presidents Cup in Canada, the PGA Tour has announced domestic cybersecurity brand 1Password as a new global sponsor.
Basketball
Sponsorship & Marketing

NBA Champion Boston Celtics has a new jersey patch partner in New England-headquartered Amica Mutual Insurance, the longest-standing mutual car insurer in the US
Football
Sponsorship & Marketing

Neom, the new region being built by the Saudi Arabian government in the country’s north west, is to continue as a leading sponsor of the Asian Football Confederation throughout the decade.
Ice Hockey
Licensing & Merchandising

New Era has struck its first central licensing agreement with the National Hockey League, meaning it now has similar deals in place with all five of North America's major sports leagues
Motorsport
Media

Extreme E’s transformation into Extreme H will turn Alejandro’s Agag’s sustainable off-road odyssey into a far more commercially-focused property, centring the interests of its Saudi backers and attracting new partners such as Red Bull to the sport.
Motorsport
Sponsorship & Marketing

SportBusiness understands Red Bull will adorn the livery of a yet-to-be decided team next year in addition to an already-announced partnership with Extreme H as its official energy drinks partner.
Horse Racing
Sponsorship & Marketing

The New York Racing Association has strengthened its association with Playfly Sports, which will aid a $455m transformation project aiming to “set the global standard” for horse racing venues.
Football
Sponsorship & Marketing

Soft drinks group Coca-Cola appears to have stepped back in time by attaching its masterbrand logo to the training kit and warm-up kit at Italian Serie A club SSC Napoli
Football
Sponsorship & Marketing

Turkish football clubs Galatasaray and Fenerbahçe have tapped very different industries to secure new sleeve sponsors.
Football
Sponsorship & Marketing

 Como 1907 FC, which is returning to Serie A for the first time in more than two decades, has signed a multi-year kit supply deal with Adidas.
Football
Sponsorship & Marketing

Inter Milan continues to stand out among its Serie A by leveraging training ground naming rights as a sponsorship asset via an expanded deal with Italian banking group BPER
Football
Sponsorship & Marketing

Leicester City has announced BC.Game as its new main shirt sponsor, becoming the latest Premier League club to partner with a company from the gambling sector before a league-wide ban on such deals comes into force.
Rugby Union
Sponsorship & Marketing

Rugby Australia is beginning to reap the benefits of the attractive schedule of rugby events passing through the country, securing a four-year extension to its Principal Partner sponsorship deal with Cadbury covering its men’s test team.