Sponsorship & Marketing
Cincinnati creates in-house unit for sponsorship sales
The University of Cincinnati (UC) has become the latest top college in the United States to bring its sponsorship sales in-house.
Visit Nayarit furthers US sport push with Lakers
Mexican tourism board Visit Nayarit has continued its push into US sport by striking a sponsorship deal with the Los Angeles Lakers
BeIN’s LFP sponsorship investment under threat
The sponsorship element of beIN Sports' rights deal with France's Professional Football League (LFP) is under serious threat as Ligue 1's new domestic media rights contracts could be further devalued.
LA28 brings in Nike’s Slusher to drive revenues
The commercial programme for the Los Angeles 2028 Olympic Games is to be spearheaded by former Nike executive John Slusher.
Premiership Rugby hires Cooke as commercial lead
Ex-URC sponsorship chief Cooke brings significant commercial experience at a time of strong financial headwinds for Premiership Rugby.
Hisense kickstarts Fifa Club World Cup sponsorship sales
Hisense has become the first brand to sponsor the 2025 Fifa Club World Cup, kickstarting the commercial programme for the competition that has so far failed to catch fire.
PWHL engages Deep Blue for commercial development
Ahead of the start of its second season, the PWHL is looking for commercial development with the help of Deep Blue Sports + Entertainment.
Mapfre names Copa del Rey as title model prevails
Insurance company Mapfre has signed as the first-ever title sponsor of Spanish football’s Copa del Rey as well as the women’s equivalent knock-out competition, the Copa de la Reina.
Islanders signs AI-focused helmet deal with Viam
The New York Islanders of the NHL has agreed a helmet sponsorship deal with engineering platform Viam that will look to use artificial intelligence, data and automation to unlock efficiencies in the team’s UBS Arena.
UFC lands multi-faceted, global Kick deal
Kick, which holds an existing relationship with American fighter Max Holloway, has signed a wide-ranging media and sponsorship deal with the UFC
Mavs, Kings patch deals leave three still to go
The Dallas Mavericks and Sacramento Kings are the latest NBA franchises to secure jersey patch sponsors for the 2024-25 season – leaving three teams without a main jersey sponsor.
Ferrari, Williams extend and expand with oil duo
Scuderia Ferrari has renewed its agreement with Shell, extending one of its most prominent technical and commercial relationships, while Formula 1 rival Williams Racing has signed an expanded deal with Gulf Oil.
Flix takes final Europa League sponsorship slot
Bus and train travel company becomes third German brand to sponsor the second and third-tier men's club competitions, filling the final sponsorship position.
Coinbase builds on central NBA deal with Warriors sponsorship
Cryptocurrency platform Coinbase has furthered its presence in the National Basketball Association (NBA) via a deal with the Golden State Warriors despite the franchise's previous agreement with now-bankrupt …
PTO selects Two Circles for ‘non-endemic’ sales
Sports marketing agency Two Circles has been selected to manage sponsorship sales for the new T100 Triathlon World Tour in an extension of its relationship with the Professional Triathletes Organisation…
Amex finalises F1 sponsorship upgrade
American Express has added a host of experiential rights to its Formula 1 sponsorship after finalising its upgrade from a regional deal to a multi-year global agreement.
Made in Germany: Klopp stays local with Trivago
Sportfive brokers deal with hotel search platform Trivago, adding yet another German brand to former Liverpool manager's sponsorship portfolio.
Nike deal takes NBA income to new heights
Nike has renewed its comprehensive marketing partnership with the National Basketball Association in a deal reportedly worth significantly more than the previous sponsorship and licensing deal with the…