Sponsorship & Marketing

Football
Industry Moves

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.
Golf
Sponsorship & Marketing

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
Padel
Sponsorship & Marketing

Endeavor-owned agency WME Sports has launched a padel talent representation group and signed the world's top-ranked player, Arturo Coello
Football
Sponsorship & Marketing

Qatar's flag carrier maintains status as the official airline partner of Uefa's men's national team competitions.
Football
Sponsorship & Marketing

Sportswear brand Castore has entered the Belgian football market for the first time via a kit supplier agreement with Club Brugge
US College Sport
Sponsorship & Marketing

College sports conferences have begun exploring naming-rights sponsorships as they look for new ways to draw revenue amid a changing financial landscape
Football
Sponsorship & Marketing

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…
Basketball
Events

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.
Football
Sponsorship & Marketing

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).
Cycling
Industry Moves

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
Multi-sport
Sponsorship & Marketing

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
Ice Skating
Sponsorship & Marketing

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.
Football
Sponsorship & Marketing

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.
Tennis
Sponsorship & Marketing

After five years without a banking sponsor, the International Tennis Federation (ITF) has announced a new three-year agreement with UniCredit.
Football
Sponsorship & Marketing

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.
Football
Sponsorship & Marketing

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
Rugby League
Sports Betting

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
Football
Media

The Two Circles agency has been identified as the winning bidder for global broadcast and sponsorship rights to the Uefa Women’s Champions League, SportBusiness understands.