Sponsorship & Marketing
Luzhou Laojiao extension marks latest Tennis Australia sponsorship business
Tennis Australia has continued its run of sponsorship deals for the Australian Open through the extension of its contract with Luzhou Laojiao
Cognizant replaces Honda as ‘Classic’ title sponsor
Professional services company Cognizant has become title sponsor of the PGA Tour golf tournament formerly known as the Honda Classic
Philadelphia to sponsor Serie A Manager of the Month Award
Lega Serie A has agreed a deal with Mondelez-owned cream cheese brand Philadelphia to sponsor its Manager of the Month Award.
Kellogg’s grows football presence with Manchester City sponsorship
Breakfast cereal brand Kellogg’s has added Premier League champion Manchester City to its growing sponsorship roster in football.
Qatar Airways comes on board as AFC global sponsor
The Asian Football Confederation (AFC) has announced a new six-year global sponsorship deal with Qatar Airways.
Vitória members approve controversial stadium naming rights deal, veto club naming
Members of newly promoted Brazilian Série A side Esporte Clube Vitória have voted to approve a new stadium naming rights deal with escort company Fatal Model while also rejecting a proposal to sell club naming rights to the same company.
Cádiz CF looking out west for next stage of commercial growth
Minority investor Ben Harburg outlines how Spanish LaLiga side Cádiz CF is looking to North America for its next phase of commercial growth.
Kick expands Sauber F1 deal, joins Stake.com in team name
The Sauber-owned Formula 1 team has expanded its association with streaming platform Kick to integrate the brand within its team name from the 2024 season
Saudi’s Aramco named sole title sponsor of Aston Martin F1
Saudi state-owned energy and chemicals company Aramco has taken on sole title sponsor status of Aston Martin, as part of an extended partnership with the Formula 1 motor racing team.
Endeavor invests in Chess.com, WME to handle representation and brand partnerships
Endeavor Group, the sports and entertainment conglomerate, has made a major move into chess, announcing a strategic investment into the leading gaming platform for the sport, today (Thursday).
St. Louis Cardinals extends Busch Stadium naming rights deal
The St. Louis Cardinals Major League Baseball franchise and hometown brewing giant Anheuser-Busch have agreed to a five-year extension of their long-term marketing agreement through 2030
Former Arsenal executives launch new agency, land Rangers contract
Sean Thornley, Arsenal’s former business development lead, and Menino Pereira, the club’s former head of partnerships, research and insights, have launched a new sports marketing agency targeting sports rights-holders and brands.
BMS replaces Westpac on Queensland Reds jersey
Australian Super Rugby Pacific team Queensland Reds has named global insurance broker BMS Group as its new front-of-jersey sponsor in a four-year agreement, from 2024 to 2027
Castore expands into Nascar with Hendrick Motorsports
Castore has made its first entry into Nascar via an agreement with the Hendrick Motorsports team.
BCCI invites IPL title sponsorship bids
The Board of Control for Cricket in India (BCCI) has invited bids in a new tender process for title sponsorship rights of the Indian Premier League (IPL) from 2024 to 2028.
Carvana makes MLS play with Chicago Fire shirt sponsorship
US-based online used car retailer Carvana has signed its biggest team sports sponsorship to date as the main shirt sponsor of Major League Soccer's (MLS) Chicago Fire
Guinness replaces TikTok as Women’s Six Nations title sponsor, men’s renewal inked
Guinness is to take on title sponsorship of the Women's Six Nations, as part of its renewal with Six Nations Rugby that was officially announced today (Tuesday)
Orion makes first foray into sponsorship with multi-year Liverpool deal
Global technology and digital transformation firm Orion Innovation has announced a new agreement with Liverpool, marking the company's first step into the sponsorship space.