Sponsorship & Marketing

The new World Athletics Ultimate Championship, a biennial event that currently sits outside the federation’s existing rights agreements, will give organisers “more skin in the game” in terms of inventory, according to the body’s president Sebastian Coe.

Hyrox, the world series of fitness racing majority-owned by Infront, has secured its first sponsorship deal with a major brand, with Puma coming on board as a global partner.

OneTeam Partners, the company working with US player unions to derive value from group licensing rights, has created an international venture with the Major League Baseball Players Association (MLBPA).

Wolverhampton Wanderers have chosen not to renew their deal with Castore and are expected to embark on a kit supply relationship with a new UK-based brand trademarked by the club’s Chinese owners, Fosun Sports Group.

The Dubai-based airline's eight-year 'Premier Partner' extension makes it the first top-tier sponsor to agree a deal for the full duration of the ICC's new commercial cycle.

Red Bull has extended its multi-club ownership portfolio into English football by acquiring a minority stake in Leeds United.

Consumer electronics brand TCL has extended its sponsorship agreement with Conmebol and will once again be a sponsor of this year’s Copa América tournament, becoming the latest Chinese brand to announce a deal with the South American football confederation.

Jaguar Land Rover (JLR), the UK car manufacturer, has tweaked its major sponsorship deal with the Wimbledon Championships to make its Range Rover brand the face of the partnership

DP World has upgraded its ICC sponsorship to top-tier status as it prepares to play a major role in the logistics requirements for the upcoming T20 World Cup and extends a deal it describes as much more than a “badging exercise“.

Uefa has named Hisense as the official screen sponsor for video-assisted referees (VAR) at this summer’s European Championship, marking the first time it has commercialised this inventory.

Following entry into the Australian marketplace with AFL, Fanatics will operate the official Rugby Australia online store.

Explora Journeys, the new luxury ocean travel brand of the MSC Group, has signed its first major sports sponsorship deal, becoming the seventh Global Partner of the 37th America’s Cup.

Oppo's global sponsorship deal with the Uefa Champions League may be under threat as European football's governing body has invited bids from mobile handset makers for its next club competition commercial cycle.

Toyota is said to be planning to terminate its global sponsorship deal with the IOC after Paris 2024, demonstrating continuing difficulties rights-holders have identifying and retaining sponsors from the sector.

A three-season deal between FC Barcelona and US company Fortinet is the latest technology-led cybersecurity agreement with a Spanish football club in a sector also particularly active in golf

Axa, the insurance company, is broadening its commitment to women's football, becoming an official partner of the Uefa Women’s Euro 2025 in Switzerland.