Sponsorship & Marketing
Coles reunites with Discovery alumni Strømme, Skoland at NPG agency
Former BBC and Discovery executive Dominic Coles has entered into a partnership with NPG Sport & Communication, the Norwegian brand activation agency
ASM Global agrees naming rights sponsor for Sweden’s National Arena
Swedish hotel group Strawberry has agreed a new multi-year deal to become the naming rights sponsor of the country's National Arena in Stockholm.
Sportfive hires former NBA exec Russell to lead global basketball sales
Sportfive has appointed Chris Russell as director of global sales for its basketball division
IHG becomes first hotel partner of Six Nations
IHG Hotels & Resorts has strengthened its position in rugby union, becoming a sponsor of the men's and women's Six Nations
F1 promotes Vegas commercial chief Prazer to global CCO
Formula 1 has promoted Emily Prazer, the chief commercial officer for last year’s inaugural Las Vegas Grand Prix, to fulfil the same role for the global motor racing series.
Estrella Galicia 0.0 joins McLaren in latest F1 beer sponsorship move
Spanish beer brand Estrella Galicia has rejoined the McLaren Racing sponsorship portfolio after the expiry of its deal with Ferrari.
It will be the organisation's non-alcoholic Estrella Galicia 0
Vitality ends three-year England and GB Hockey deal
Vitality has opted not to renew its three-year sponsorship deal with England and Great Britain Hockey’s women’s teams, which includes the naming rights to the Women’s England Hockey League.
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Bayern signs Bitpanda as first crypto ‘Platinum Partner’
Bayern Munich has engaged the cryptocurrency market for a new sponsorship deal with trading platform Bitpanda
EXCLUSIVE: Oppo exits Wimbledon and LTA sponsorships
Oppo has chosen not to renew its global sponsorship deal with the All England Lawn Tennis & Croquet Club (AELTC) covering the Wimbledon tennis championships, SportBusiness can reveal.
Uefa turns to China’s BYD to fill Euro 2024 car sponsor void
China's BYD Partners, one of the world’s leading manufacturers of new energy vehicles (NEV), has been unveiled as a major sponsor of Euro 2024 taking place in Germany, the heart of the European automotive i…
IOC signs AB InBev to first TOP Partner deal with alcohol company
The International Olympic Committee has signed its first-ever Worldwide Olympic Partner (TOP) deal with an alcoholic drinks manufacturer in a ground-breaking agreement with brewing group AB InBev that…
IOC social media rules aim to balance athlete engagement with rights-holder exclusivity
The International Olympic Committee (IOC) has significantly loosened its restrictions around athletes' use of social media during the Olympic Games following discussions with media rights-holders, albeit…
Adidas agrees multi-year extension to long-running Ajax deal
Ajax has announced an eight-year extension of its kit supplier agreement with Ajax, making it the longest-running sponsorship deal in Dutch football to date.
Winners Alliance to manage cricketers’ collective commercial rights
Winners Alliance has announced a new agreement to manage select group commercial rights for the Federation of International Cricketers' Associations (FICA).
Team embarks upon new business era with BCL sponsorship sales
Team Marketing is to sell sponsorship rights and provide commercial advisory services to the Basketball Champions League (BCL) and Fiba Intercontinental Cup in the agency’s first piece of announced new b…
Kia extends naming-rights deal for The Oval
Automotive manufacturer Kia has extended its multi-million pound stadium naming-rights agreement with Surrey County Cricket Club
EXCLUSIVE: IOC recruits CAA Eleven’s Homaidan to lead sponsorship sales
CAA Eleven’s Emmanuel Homaidan is taking up a leading sponsorship sales role at the International Olympic Committee, SportBusiness understands.
Saudi Pro League switches ball supplier mid-season as Adidas replaces Nike
German sportswear and equipment provider Adidas has been unveiled as the new ball supplier of football’s Saudi Pro League in a deal that commences next month.