Sponsorship & Marketing
Swimming Australia brings in Sportfive to help overhaul commercial programme
Swimming Australia has appointed the Sportfive agency to an exclusive, multi-year commercial rights representation deal in a bid to increase the sport’s profile in the long build-up to the Brisbane 2032 O…
Al-Kudcy leaving Chelsea Women to become WSL commercial chief
Zarah Al-Kudcy, the commercial director for reigning WSL champion Chelsea Women, is leaving the club to become the chief revenue officer for NewCo, the independent body set up to run the top-flight women’s league and the second-tier Women’s Championship.
Avis extends PGA Tour deal through 2028
Car rental company Avis has today (Monday) extended its sponsorship deal with the PGA Tour through 2028, and added reigning PGA Championship winner Xander Schauffele as a brand ambassador
WME Sports launches padel group, signs world No. 1 Coello
Endeavor-owned agency WME Sports has launched a padel talent representation group and signed the world's top-ranked player, Arturo Coello
Uefa finally unveils Qatar Airways renewal
Qatar's flag carrier maintains status as the official airline partner of Uefa's men's national team competitions.
Castore makes first move into Belgium with Club Brugge deal
Sportswear brand Castore has entered the Belgian football market for the first time via a kit supplier agreement with Club Brugge
College sports conferences ‘exploring’ naming-rights sponsorships
College sports conferences have begun exploring naming-rights sponsorships as they look for new ways to draw revenue amid a changing financial landscape
Silbö Telecom ends RFEF search for main sponsor
Spanish mobile virtual network operator Silbö Telecom has signed as the main sponsor of the Spanish men's and women's national football teams – ending a one-year search for a lead partner by the Royal Sp…
New women’s 3×3 league looking for fast commercial start on back of WNBA boom
Unrivaled, a 30-player 3x3 short-format basketball league for professional players, is looking to reshape the offseason for athletes, offering six-figure salaries to keep the stars of the WNBA at home.
EXCLUSIVE: Tottenham looking for new sleeve sponsor as another Cinch deal ends
Tottenham Hotspur is in the market for a new sleeve sponsor after online car retailer Cinch opted not to extend its deal with the club, continuing a retrenchment that has also seen the brand decide on an early exit from its five-year title deal with the Scottish Professional Football League (SPFL).
Ex-World Rugby CCO Hill named commercial director of Ineos cycling team
Tom Hill, a former commercial executive at World Rugby and Manchester United, has joined UCI WorldTour professional cycling team Ineos Grenadiers as its commercial director
EXCLUSIVE: IOC to test new VAR concept at Paris Olympics
The International Olympic Committee (IOC) is planning to deliver a new video assistant refereeing (VAR)-related technology concept in time for the 2028 Olympic Games in Los Angeles, SportBusiness has learned
Restriction lifted on figure skaters’ field-of-play sponsorship branding
Figure skaters will be able to generate sponsorship funds from field of play advertising for the first time after the International Skating Union passed a proposal to allow the branding of manufacturers’ logos.
Crystal Palace signs ‘record’ Net88 deal as Cinch retraction continues
Premier League side Crystal Palace has signed a ‘record’ two-year deal with Asian betting firm Net88, opting to continue to make hay from the sector before a league-wide ban on betting sponsorships comes into force at the end of the 2025-26 season.
ITF, ATP turn to financial services sector with UniCredit, OFX deals
After five years without a banking sponsor, the International Tennis Federation (ITF) has announced a new three-year agreement with UniCredit.
Premier League closes Guinness sponsorship, Barclays poised to extend
The Premier League is busy finalising its commercial programme ahead of next season, unveiling a new beer sponsorship with Guinness amid reports Barclays has renewed its deal and Oracle is to end its association.
Experience Kissimmee agrees first UK on-kit deal with Brighton sleeve rights
Florida tourism authority Experience Kissimmee has signed its biggest-ever deal in the UK football market by acquiring the sleeve sponsorship rights at Brighton & Hove Albion
NRL’s Sharks needs new stadium sponsor amid tougher Australian betting rules
The Cronulla Sharks of Australia's National Rugby League is on the hunt for a new stadium naming-rights partner to replace sports betting company PointsBet, amid a country-wide clampdown on gambling advertising