Sponsorship & Marketing

Long-standing Olympic sponsor Samsung has become a commercial backer of breaking, skateboarding and surfing properties ahead of Paris 2024 but sponsorship support for the sports’ governing bodies remains m…

The English Premier League today announced it has acquired a stake in virtual reality software firm Rezzil and agreed a new four-year licensing agreement.

James Ralley, World Rugby’s director of partnerships and brand, has left the organisation to become the commercial director for the St Andrews Links Trust, the body that manages the seven links golf courses at St Andrews in Scotland.

FC Barcelona’s president Joan Laporta has ramped up the pressure on kit supplier Nike to either quit or pay more to the debt-laden LaLiga club.

The National Football League has once again expanded its Global Markets Program, taking the initiative to five new countries in South America, Asia and Africa and opening up commercial opportunities for four more franchises.

Two Australian National Rugby League teams, the Canterbury-Bankstown Bulldogs and the South Sydney Rabbitohs, have agreed to extend a block on betting sponsorship for a further three years.

Topps, the physical and digital trading card brand owned by global merchandising company Fanatics, has retained its contract with Formula 1 motor racing in a multi-year renewal.

The French Football Federation (FFF) has officially launched a new kit and apparel supplier tender process, with competition expected on incumbent Nike from major rivals Adidas and Puma.

Aston Villa is set to announce the biggest shirt sponsorship deal in its history, having agreed a two-year contract with Greek betting platform Betano.

The 2024 Indian Premier League (IPL) season kicks off with all teams having bolstered their sponsorship portfolios in the run-up to cricket's biggest and most lucrative tournament.

Stefan Krauss, the long-standing managing director of Infront Austria and the agency’s vice-president of winter sports, is to leave the company by the end of next month.

South Korean car maker Hyundai Motor has signed as a new top-tier sponsor of South America’s main club competition, the Copa Libertadores, for three years until 2026. 

One of the most iconic partnerships in world sport, the German national football team and Adidas, is to come to an end after the Fifa World Cup in 2026, with Nike to take on kit supplier rights to the…

Ligue de Football Professionnel (LFP), organising body of the top two divisions of the French game, has agreed a three-season deal making McDonald’s the new title sponsor of Ligue 1, with the contract reportedly nearly doubling in value.

The IPL's Delhi Capitals has filled its front-of-shirt position with financial services provider Hero FinCorp, while fantasy sports operator Dream11 has continued its multi-team shirt sponsor strategy with Sunrisers Hyderabad.

The Football Association of Ireland (FAI) has ended a four-year search for a main national team sponsor by announcing Sky Ireland as the primary partner of the men's senior side until 2028.