Sponsorship & Marketing
Fanatics ousts Legends with World Rugby deal
World Rugby has announced a multi-year global merchandise and licensing deal with Fanatics, bringing an end to its previous association with retail and experience rival Legends.
Sydney joins WMM ‘Champions League’ elite
The upgrade of the TCS Sydney Marathon to World Marathon Major (WMM) status is akin to “joining the Champions League” or becoming a Grand Slam tennis tournament, according to the Infront agency.
World Rowing sharpens indoor focus
World Rowing has stepped up its association with rowing equipment manufacturer Concept2, with the extension of a longstanding partnership set to focus on developing indoor, ‘connected’ rowing globally.
Theobald named Liverpool commercial director
Liverpool has appointed Kate Theobald as the club's new commercial director, following Ben Latty's elevation to chief commercial officer.
Castore blames exceptional costs for £29m loss
Castore has blamed extraordinary expenses and challenging economic conditions after registering a £28.9m loss for the year ending February 2024.
Energizer boosts St. Louis City with stadium deal
Two years after its previous deal fell through, St. Louis City SC has announced battery giant Energizer as its new stadium naming sponsor.
Cincinnati creates in-house unit for sponsorship sales
The University of Cincinnati (UC) has become the latest top college in the United States to bring its sponsorship sales in-house.
Visit Nayarit furthers US sport push with Lakers
Mexican tourism board Visit Nayarit has continued its push into US sport by striking a sponsorship deal with the Los Angeles Lakers
BeIN’s LFP sponsorship investment under threat
The sponsorship element of beIN Sports' rights deal with France's Professional Football League (LFP) is under serious threat as Ligue 1's new domestic media rights contracts could be further devalued.
LA28 brings in Nike’s Slusher to drive revenues
The commercial programme for the Los Angeles 2028 Olympic Games is to be spearheaded by former Nike executive John Slusher.
Premiership Rugby hires Cooke as commercial lead
Ex-URC sponsorship chief Cooke brings significant commercial experience at a time of strong financial headwinds for Premiership Rugby.
Hisense kickstarts Fifa Club World Cup sponsorship sales
Hisense has become the first brand to sponsor the 2025 Fifa Club World Cup, kickstarting the commercial programme for the competition that has so far failed to catch fire.
PWHL engages Deep Blue for commercial development
Ahead of the start of its second season, the PWHL is looking for commercial development with the help of Deep Blue Sports + Entertainment.
Mapfre names Copa del Rey as title model prevails
Insurance company Mapfre has signed as the first-ever title sponsor of Spanish football’s Copa del Rey as well as the women’s equivalent knock-out competition, the Copa de la Reina.
Islanders signs AI-focused helmet deal with Viam
The New York Islanders of the NHL has agreed a helmet sponsorship deal with engineering platform Viam that will look to use artificial intelligence, data and automation to unlock efficiencies in the team’s UBS Arena.
UFC lands multi-faceted, global Kick deal
Kick, which holds an existing relationship with American fighter Max Holloway, has signed a wide-ranging media and sponsorship deal with the UFC
Mavs, Kings patch deals leave three still to go
The Dallas Mavericks and Sacramento Kings are the latest NBA franchises to secure jersey patch sponsors for the 2024-25 season – leaving three teams without a main jersey sponsor.
Ferrari, Williams extend and expand with oil duo
Scuderia Ferrari has renewed its agreement with Shell, extending one of its most prominent technical and commercial relationships, while Formula 1 rival Williams Racing has signed an expanded deal with Gulf Oil.