Sponsorship & Marketing

French Top 14 rugby champions Stade Toulousain has retained Infront as its exclusive sponsorship and hospitality sales agency until 2035

BeIN Sports has made its second payment to the French football league, but the dispute over the sponsorship element remains unresolved. The pay-television broadcaster has paid €15.7m ($16.7

Formula 1’s sponsorship portfolio continues to grow for next year with the signing of Nestlé-owned chocolate brand KitKat. 

Barcelona president Joan Laporta can claim financial vindication for a drawn out, attritional negotiation process with the club’s kit supplier Nike in an extension of the deal until 2038.

Formula 1's Scuderia Ferrari is seeking to better connect with younger fans after signing a multi-year sponsorship with IBM.

The Sportfive agency has renewed one of its longest-standing commercial deals, reupping its agreement with the German Handball Federation (DHB) until 2030

US-based Oak View Group (OVG) launched a full venue services division in the UK and Europe this week in move that could see the sports venue operator and owner claim a greater slice of the venue sponsorship…

AB InBev is in advanced discussions to become the second brand to sponsor next year’s Fifa Club World Cup in what would be a further commercial boost to the competition.

World Athletics has added a further Japanese brand to its sponsorship portfolio, agreeing a deal with Honda Motor Corp that will see the company supply electric vehicles at the 2025 World Athletics Championships in Tokyo.

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.

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 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.

Liverpool has appointed Kate Theobald as the club's new commercial director, following Ben Latty's elevation to chief commercial officer.

Castore has blamed extraordinary expenses and challenging economic conditions after registering a £28.9m loss for the year ending February 2024.

Two years after its previous deal fell through, St. Louis City SC has announced battery giant Energizer as its new stadium naming sponsor.

The University of Cincinnati (UC) has become the latest top college in the United States to bring its sponsorship sales in-house.