Sponsorship & Marketing

Chinese electric car brand Zeekr is looking to fill major marketing and brand positions in Europe as it backs an awareness drive that includes sponsorship of the Diamond League

Lega Serie A USA has hired American sports marketing firm Allied Sports as an official agency of record to support the league's North American office in New York in its efforts to expand commercially

The Indiana Fever player has agreed a multi-year sponsorship and her stardom can be measured by Clark being the first athlete to sign an endorsement deal with Wilson since NBA legend Michael Jordan.

News of the administration at Cazoo, the online car dealer which once listed on the New York Stock Exchange with an $8bn valuation, deals a final blow to the remnants of an already decimated sponsorship portfolio.

Fanatics has agreed a multi-year deal with the R&A to take over the golf organisation’s physical and online retail operations.

The Board of Control for Cricket in India (BCCI) has four central sponsorship positions left to sell for the Indian Premier League (IPL) after the signing of Wonder Cement

Broadcast rights revenue at the Asian Football Confederation totalled $206.1m (€190m) in 2023 but with 69 per cent of the figure stemming from deferred income related to the termination of an agency agreement with Football Marketing Asia (FMA).

Infront will continue to sell advertising rights for Serie A side US Lecce after extending its agreement to the end of the 2028-29 season

Chinese electric car leader BYD has signed as regional sponsor of the 2024 Copa América in a deal that could include digital overlay technology at the tournament for the first time.

Saudi Arabia’s Public Investment Fund (PIF) has struck a multi-year deal with the Women's Tennis Association that mirrors its agreement with the men's Tour: sponsorship but no equity investment.

MRF Tyres is expected to reduce its presence in cricket after deciding against renewing its global sponsorship of the ICC, according to reports.

Penske Entertainment has widened its already broad portfolio of IndyCar Official Partners in a sponsorship agreement with US-based digital technology group Cisco.

Winners Alliance has struck an exclusive agreement with basketball's Euroleague Players Association to manage the commercial rights of more than 300 players across the continent.

Aston Villa will play top-flight European football for the first time in 41 years with a new kit supplier, as well as record shirt sponsor, after a multi-year agreement with Adidas was signed off.

The Athletics Federation of India (AFI) has signed a new agreement with Puma in a boost to its track and field growth ambitions

Cricket Australia has filled a key void in its executive team, with the appointment of Ed Sanders as its chief commercial officer.