Sponsorship & Marketing

Blast, the international esports tournament organiser, has appointed former England & Wales Cricket Board (ECB) commercial executive James Brown as its new commercial director

Major League Baseball has continued to push its green credentials, announcing WM, a leading environmental services provider, as its first league-wide sustainability sponsor

Nascar has announced beverage company Liquid Death as an official partner of the motorsport series, making the drinks brand its first 'official iced tea sponsor'

The Brasileirão Série B 2024 kicked off with all matches shown live over the weekend, after a late completion of the broadcast picture in the country.

The dividends are starting to pay off for Rugby Australia's huge hosting programme as Cadbury has agreed a new six-year sponsorship to be the 'Principal Partner' of the women's national team, the Wallaroos.

French consumer credit company Cofidis will continue to sink more than €10m ($10.7m) per year into its men's, women's and paracycling teams through 2028, despite limited success on the road in recent years.

Chance, a subsidiary of Tipsport, has acquired title sponsorship rights to the top two divisions of Czech football, ending rival betting firm Fortuna’s backing of the leagues.

Portuguese Primeira Liga club FC Porto has agreed a 25-year deal with Spanish company Ithaka to sell 30 per cent of the economic rights to its Dragão stadium in return for a €65m ($69.2m) investment.

Endesa, the Spanish electrical utility company, has taken its financial commitment to basketball in the country beyond the €100m ($106.5m) mark, after today (Thursday) announcing new sponsorship deals with the sport's two biggest domestic institutions.

Global venture capital firm Cleveland Avenue has deepened its ties with WNBA side Phoenix Mercury by announcing an innovative revolving jersey patch sponsorship deal with the team.  

The organisers of the 2028 Los Angeles Olympic Games have lost one major sponsor but gained another as the domestic sponsorship programme charts an unpredictable course to its revenue target of $2.5bn (€2.35bn).

New sponsorship deals have been the main driver of revenue growth for the Mercedes Formula 1 team after it announced record turnover of £546.5m (€640m/$681m) for 2023.

The National Hockey League has ended its search for a new sports drink sponsor in the wake of BioSteel's bankruptcy by signing a long-term agreement with BodyArmor

Riot Games has promoted David Mulhall to a global role overseeing its entire esports sponsorship portfolio in recognition of his work building the commercial strategy for the Valorant Esports property.

Puma's longstanding relationship with the Jamaica Athletics Administrative Association (JAAA) could be tested amid reports of a new kit supplier deal tabled by rival Adidas.

Sports Direct, the retail chain controlled by former Newcastle United owner Mike Ashley, has failed in its attempt to convince a UK competition tribunal that the club should be obliged to distribute next…