Sponsorship & Marketing
Longstanding F1 sponsor DHL signs another renewal
Formula 1’s longest-standing central sponsor, logistics company DHL, has renewed its contract with the series.
RB Leipzig cuts decade-long Nike ties with Puma deal
The Red Bull football group's long-running association with Nike will come to an end in June, after RB Leipzig, the senior club in the portfolio, signed a new kit supplier deal with Puma
Swissquote renews Europa League, Conference League sponsorship
Swissquote has become the second standalone sponsor of the Uefa Europa League and Uefa Conference League to renew for the next commercial cycle from 2024-25 to 2026-27
Lutz to leave Team Marketing for BJK Cup CEO role
Kerstin Lutz has called time on over 23 years at Team Marketing to become chief executive of the new entity set up to commercialise women’s tennis’ Billie Jean King Cup.
Ceat recommits to IPL with new central sponsorship deal
Indian tyre brand Ceat has extended its central sponsorship agreement with the Indian Premier League for another five years.
Premier Padel lands Red Bull in four-year broadcast, sponsorship tie-up
Premier Padel has announced a wide-ranging deal with Red Bull covering sponsorship, production and media services
Canada Soccer board members hit with $30m legal challenge to CSB rights award
Current and former members of the Canada Soccer board have been hit with a C$40m ($29.6m/€27.4m) lawsuit over approving the 2018 award of a long-term media and sponsorship rights contract to Canada Soccer Business.
Castore pockets first technical deal in snooker
Castore, the UK sportswear brand, is continuing to broaden its sports portfolio, today (Friday) entering into a five-year deal with the World Snooker Tour (WST)
EXCLUSIVE: Castrol won’t extend Premier League deal
Castrol has served notice that it won’t extend its sponsorship of the Premier League when it expires at the end of the current season.
Borussia Dortmund eyes US expansion with Prime sponsorship
Borussia Dortmund (BVB) has become the latest European football club to add sports energy drink Prime to its sponsorship portfolio.
Emirates completes Grand Slam set with Wimbledon sponsorship
The All England Lawn Tennis & Croquet Club (AELTC) has today announced that airline Emirates has become an official sponsor of the Wimbledon championships in a multi-year deal.
New York Life adds MLB, US Soccer to sponsor portfolio
Insurance company New York Life has bolstered its sports sponsorship portfolio through deals with Major League Baseball and US Soccer.
TGI Sport lands RFEF virtual advertising contract
TGI Sport, the virtual advertising technology, media and marketing company part owned by Bruin Capital, is to provide an ‘end-to-end’ virtual advertising solution for the Spanish Football Federation (RFEF).
Molten replaces Nike as Concacaf ball supplier in seven-year deal
Concacaf has agreed a seven-year confederation-wide ball supply sponsorship deal with Japan-based sports equipment brand Molten
Whoop adds title sponsorship of Mountain Bike World Series to UCI link-up
Wearable technology company Whoop has built on its existing links with the International Cycling Union (UCI) by becoming title sponsor of the organisation’s Mountain Bike World Series.
Inter Miami nets stadium sponsor Chase for temporary home
JPMorgan Chase, the US multinational investment bank and financial services company, has struck a short-term naming rights deal for the home stadium of Major League Soccer's Inter Miami CF.
Struggling Schalke taps Sportfive to build commercial portfolio
Sportfive has been handed a remit to help sell sponsorship and hospitality packages for FC Schalke 04, the cash-strapped 2. Bundesliga club
Flamengo pitchside advertising deal expands Brax’s footprint
Campeonato Brasileiro Série A club Flamengo is set to approve a R$66m (€12.3m/$13.3m)-per-year offer from the Brax Sports Asset marketing agency for the right to sell the club’s perimeter LED board and on-pitch advertising assets.