Sponsorship & Marketing
Brazil ends long wait to regulate sports betting market
A federal sports betting marketplace will be launched in Brazil, after the country passed regulations to finally bring clarity to the activity.
São Paulo and Bahia strike new stadium naming deals
Brands from the confectionery and betting sectors have broadened the stadium naming rights market for top-tier football clubs in Brazil
PWHL secures Air Canada sponsorship ahead of inaugural season
The Professional Women’s Hockey League (PWHL) has signed up Air Canada to its sponsorship portfolio ahead of its inaugural season.
Year in Review: Serie A
It was another 'will they, won't they' year in Italian football as Lega Serie A continued with its threat to launch its own media channel, backed by private investors, if domestic media rights bids did…
Year in Review: NFL
The National Football League had a big 2023 with new commercial deals, extensions and major moves on the streaming front. In this year-end review, SportBusiness takes a look at 12 months of deals and developments covered by our team of reporters.
Year in Review: LaLiga
SportBusiness takes a look at 12 months of LaLiga deals and developments covered by our team of reporters.
Paarl Royals fills jersey sponsorship position with Six6s
South Africa T20 (SA20) team Paarl Royals has filled its headline sponsorship position for the 2024 season with the signing of online gambling platform Six6s
CAF extends with long-term sponsor Orange until 2025
The Confederation of African Football (CAF) has extended its longstanding sponsorship deal with telecommunications company Orange until at least 2025
Coca-Cola lands ICC global sponsorship rights to 2031
The International Cricket Council has retained Coca-Cola as a sponsor until 2031 under a global eight-year agreement encompassing ICC events across all three formats of the game
Year in Review: Premier League
England's Premier League finished 2023 by securing a small domestic media rights increase, capping an eventful year for the world's richest football league
Year in Review: Formula 1
SportBusiness takes a look at 12 months of Formula 1 deals and developments covered by our team of reporters.
AFA continues regional betting drive with VBet sponsorship
The Argentinian Football Association (AFA) has added another regional betting sponsor to its extensive portfolio in a new deal with VBet.
IBSA announced as first exclusive AS Roma Women’s shirt sponsor
Multinational pharmaceutical company IBSA has been announced as the first exclusive front-of-shirt sponsor for AS Roma’s women’s team.
Cricket Australia appoints Rise Worldwide to sell virtual inventory in India
Cricket Australia (CA) has selected Rise Worldwide as its exclusive virtual sponsorship sales agency in India on a four-year term.
Castore reshuffles cricket portfolio with New Zealand kit deal
UK sportswear brand Castore has announced a new sponsorship agreement with New Zealand Cricket (NZC), expanding its presence in the sport once more after exiting previous agreements.
Kia takes naming rights to Orlando Magic’s arena
Kia, the Korean car manufacturer, has further strengthened its presence in the National Basketball Association, stepping up its involvement with Orlando Magic to take over the naming rights to the franchise's home arena.
Milan-Cortina 2026 edges closer to revenue target with sponsor additions
The organisers of the Milan-Cortina Winter Olympics in 2026 have moved closer to hitting their sponsorship revenue targets with the signings of the national state-owned railway FS Italiane Group and the…
Continental back as Giro d’Italia top sponsor
Continental, the German tyre manufacturer, has returned as a sponsor of road cycling's Giro d'Italia after a four-year hiatus