Sponsorship & Marketing

Football
Sponsorship & Marketing

The Danish Football Association (DBU) has agreed terms on an eight-year extension with its kit partner, Hummel, with the new deal set to have a focus on gender equality.
Football
Sponsorship & Marketing

Spanish LaLiga club Atlético de Madrid is seeking €20m ($21.8m) in compensation from former shirt sponsor WhaleFin, the cryptocurrency investment platform that prematurely terminated its deal earlier this year.
Rugby Union
Sponsorship & Marketing

Stalwart sponsor of Australian sport, the retail giant Harvey Norman, has opted not to extend its deal with Rugby Australia as the domestic market title sponsor of the Super Rugby Pacific competition
Football
Sponsorship & Marketing

Adobe has added to its sponsorship portfolio in women’s football by agreeing a three-year deal to become the lead sponsors of the Women’s FA Cup.
Football
Sponsorship & Marketing

Fifa has officially announced that Qatar Airways has renewed as a top-tier 'Fifa Partner' until 2030
Football
Sponsorship & Marketing

Visa has expanded its presence in international football via a regional sponsorship agreement with the Asian Football Confederation (AFC)
Motorsport
Sponsorship & Marketing

German software company SAP has agreed a new partnership with Mercedes-AMG Petronas, which the two parties state has the potential to “create a new blueprint” for the automotive industry, while US communications platform WhatsApp has stepped up its association with the Formula 1 team.
Football
Licensing & Merchandising

Paris Saint-Germain (PSG) will open its 10th international official store next month in Toronto as it builds on a retail operation worth a record €85m ($93m) in 2022-23, the French Ligue 1 club’s chief rev…
Motorsport
Sponsorship & Marketing

Manchester-based e-commerce and consumer goods company THG has appointed the Right Formula agency to activate its new sponsorship agreement with the Williams Formula 1 team.
Cricket
Sponsorship & Marketing

The International Cricket Council has initiated plans for what it hopes will lead to an increase in the value of its commercial packages after 2027, by launching a Request for Proposals (RFP) for brand…
Basketball
Sponsorship & Marketing

The YMCA of Metro Atlanta has signed as the jersey patch partner to the NBA’s Atlanta Hawks in a purpose-led collaboration between the two entities.
Motorsport
Sponsorship & Marketing

Formula 1 team Red Bull Racing is in advanced negotiations with international financial services company JP Morgan Chase about a sponsorship agreement, SportBusiness can reveal
American Football
Sponsorship & Marketing

The North America arm of Japanese automotive manufacturer Nissan has reaffirmed its commitment to the Tennessee Titans by acquiring naming rights to the NFL franchise’s new stadium.
Motorsport
Sponsorship & Marketing

Formula 1 will generate $445m (€410.1m/£358.1m) in central sponsorship income this year, an increase of 18.9 per cent on the $374m it generated in 2022.
Football
Sponsorship & Marketing

Legends, the global premium experiences company, is to lead the search for a first-ever naming rights sponsor of the Estádio do Dragão, the home of Portuguese football giants FC Porto.
Motorsport
Finance & Law

US private equity firm Arctos Partners has invested in the Aston Martin F1 team with Canadian billionaire Lawrence Stroll selling a minority stake
Football
Sponsorship & Marketing

Football Australia and Nike are to take their commercial relationship into a third decade after the US sportswear giant today (Friday) signed a new 10-year kit supplier contract
Football
Sponsorship & Marketing

Uefa, European football's governing body, has announced that Booking.com has renewed its sponsorship of both men's and women's editions of the European Championship