Sponsorship & Marketing
Rolex strikes WTA Global Partner deal
Rolex has expanded its relationship with the Women's Tennis Association by joining its roster of Global Partners in a major new sponsorship unveiled today.
McCann follows Harold as LET commercial director
The Ladies European Tour (LET) has a new commercial director after former NBC Sports executive Theresa McCann was hired to replace Fiona Harold, who has joined World Netball.
Daikin puts name on Houston Astros stadium
The Houston Astros Major League Baseball club has reached a 15-year stadium naming-rights deal with Daikin Comfort Technologies North America to rename the home of the Astros as Daikin Park.
Visa targets Mediterranean region with EuroLeague deal
Visa will use a new sponsorship agreement covering basketball’s EuroLeague and EuropCup to target consumers in Southern Europe and the Mediterranean region.
Chery signs as EPCR’s first-ever car sponsor
Chinese firm Chery Automobile has become the first ever car brand to sponsor European Professional Rugby (EPCR’s) Champions Cup and second-tier Challenge Cup.
Pepperstone opts for Asia-focused UFC sponsorship
Australian online trading platform Pepperstone has pivoted its sponsorship strategy to mixed martial arts (MMA) after signing a regional deal with Ultimate Fighting Championship (UFC).
EXCLUSIVE: AvaTrade to switch F1 focus to Red Bull Racing
Aston Martin sponsor AvaTrade will make the switch to Red Bull Racing for the 2025 F1 season, SportBusiness can reveal.
Tennium tasks Sportfive with Hamburg Open sales
Tennium, the organiser of the ATP Tour’s Hamburg Open, has turned to Sportfive to help sell sponsorship and hospitality packages from 2025 to 2028.
Midea deal ends Sevilla’s shirt sponsor search
Sevilla FC has ended its nearly 18-month search for a front-of-shirt sponsor having agreed a deal to promote the Midea air-conditioning and household appliances brand.
FEI broadcast revenue down in time-buy shift
Broadcast revenues at the International Equestrian Federation (FEI) are budgeted to drop by 8 per cent in 2025 in a continued shift to digital content and time-buys to maximise sponsorship income.
UFC takes AI plunge with global IBM deal
The Ultimate Fighting Championship has sold its first sponsorship package in the artificial intelligence category, a multi-year deal with technology and IT consulting firm IBM
Pernod Ricard’s Ferrari talks result in Chivas Regal deal
After investing in future Ferrari driver Lewis Hamilton's drinks brand, Pernod Ricard has secured a deal that makes its Chivas Regal brand a sponsor of the F1 team.
ACC extends TCM sponsorship sales remit
The Asian Cricket Council (ACC) has retained TCM Sports Management once more as its exclusive sponsorship sales agency for the Asia Cup.
Emirates pens five-year SailGP sponsorship
Emirates' Global Partner package to SailGP includes naming rights to two races and significant media exposure for the airline, the two parties announced today (Thursday)
Ex-FA sponsorship chief Daire joins PwC Dubai
Peter Daire, the former global head of sponsorship for the English Football Association, has taken up a new role as a senior executive advisor for PwC in the Middle East.
EXCLUSIVE: Team, Relevent in box seat for Uefa club rights
Incumbents Team Marketing and Relevent Sports Group are the two agencies still vying to sell Uefa club competition rights from 2027-28 following recent presentations, SportBusiness understands
Blueprint, rEvolution team up on NIL projects
US marketing agency rEvolution has entered into an agreement with name, image and likeness (NIL) collective-backer Blueprint Sports (BPSE), as the US college sports sponsorship market continues to skyrocket
FIA seeks new World RX promoter
The International Automobile Federation (FIA) has launched a tender process to replace Rallycross Promoter as the World Rallycross Championship (World RX) promoter.