Sponsorship & Marketing

Mixed Martial Arts
Industry Moves

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
Golf
Industry Moves

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.
Football
Sponsorship & Marketing

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.
Football
Licensing & Merchandising

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
Motorsport
Sponsorship & Marketing

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
Football
Sponsorship & Marketing

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
Olympic Games
Sponsorship & Marketing

Cisco joins LA28's second tier of major sponsors as the organising committee continues to chip away at its $2.5bn sponsorship revenue goal.
Motorsport
Sponsorship & Marketing

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…
Football
Sponsorship & Marketing

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.
American Football
Licensing & Merchandising

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…
Esports
Sponsorship & Marketing

Adidas has taken a significant sponsorship position at the inaugural edition of the Esports World Cup, taking place in Saudi Arabia next month
Cycling
Sponsorship & Marketing

A four-year contract will see BigMat back seven UCI World Championships, including the 2027 Cycling World Championships in Haute-Savoie, France.
Cricket
Sponsorship & Marketing

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
Snooker
Sponsorship & Marketing

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.
Football
Sponsorship & Marketing

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…
Ice Hockey
Sponsorship & Marketing

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
Sailing
Sponsorship & Marketing

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 …
Aquatics
Sponsorship & Marketing

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…