Sponsorship & Marketing

Renault-owned Alpine Motorsports has signed up watchmaker H. Moser & Cie. in its first all-encompassing global sponsorship agreement

Logistics company FedEx has expanded its footprint in professional golf to become title sponsor of the Open de France tournament in a deal facilitated by the DP World Tour’s strategic alliance with the P…

Todd Kline has resigned as chief commercial officer of Tottenham Hotspur after less than three years in the role, and is expected to join Premier League rivals Chelsea FC

The International Tennis Federation (ITF) has announced its first betting sponsor in seven years through a new agreement with Stake.

Serie A club Juventus has agreed a deal with cryptocurrency exchange zondacrypto to be the new shirt sleeve sponsor for its men's team

Ally Financial has announced a new sponsorship of the United States Golf Association in a multi-year deal that will increase prize money at the US Women's Open to a new record

British Cycling has indicated it will be willing to engage the support of sports marketing agencies after taking on the responsibility for delivering this year’s Tour of Britain men’s and women’s road races.

Real Madrid has announced California-based information technology company HP as the club’s first-ever shirt sleeve sponsor.

Arsenal has today announced that Sobha Realty has increased its sponsorship commitment to the Premier League club by taking on a suite of new assets.

Adidas has entered into a global partnership with Saudi-owned event, retail and rights company Sela focusing on “strategic collaborations and joint developments”.

Andretti Cadillac's application to join Formula 1 in 2025 or 2026 was rejected by the organisation's management following concerns from the 10 existing F1 teams over the dilution of commercial revenues

E-commerce platform Mercado Livre has acquired the naming rights to the Pacaembu Stadium in São Paulo in a deal stretching over 30 years.

The Ultimate Fighting Championship (UFC) has announced a multi-year deal with Topps for its trading-card licence, with the Fanatics-owned brand reacquiring the licence from Panini in the latest development…

Wanda Sports Group has renewed an exclusive commercial agreement with the Argentinian Football Association (AFA) to broker sponsorship agreements in China until the end of 2024

The French Rugby Federation (FFR) has signed a two-and-a-half-year extension to its shirt sponsorship deal with the Altrad Group, although the agreement includes a reciprocal ethics clause amid the ongoing probe into the company’s chairman, Mohed Altrad.

Sportfive will soon be under new leadership in France with managing director Laurent Moretti to leave his role in the coming weeks