Sponsorship & Marketing
LaVita secured as IBU World Cup main sponsor, adds FIS rights
The International Biathlon Union (IBU) has announced German health food brand LaVita as a main sponsor on a three-year deal
NBA, WNBA and USA Basketball announce Skims as first underwear sponsor
The National Basketball Association and Skims have announced a multi-year sponsorship agreement that makes Skims, the shapewear brand, the official underwear partner of the NBA, Women’s National Basketball A…
FM Global selects LPGA event for first major sponsorship play
Commercial property insurer FM Global has made its first foray into major sports sponsorship as title sponsor of a new LPGA tournament to be hosted at the TPC Boston course
Lucy Basden-Smith | Women’s rugby needs a thriving club game – and brands to back it
Lucy Basden-Smith, managing partner at Havas Play UK, explores what women's rugby union needs to take a much-needed step forward.
QPR signs Matrade stadium naming-rights deal amid financial challenges
English club Queens Park Rangers has signed a stadium naming-rights agreement as it bids to allay its financial difficulties
Real Madrid signs Saudi bank as regional sponsor, Barça lands Rappi deal
Saudi Arabian brands are continuing their push into Spanish football, after the Kingdom’s Saudi Investment Bank (SAIB) agreed a regional sponsorship deal with Real Madrid.
Defender extends Premiership Rugby deal after high-profile RWC campaign
Jaguar Land Rover (JLR) has extended its ’Official Vehicle Partner’ agreement with English club rugby’s Premiership Rugby in support of the Defender SUV brand.
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Mission Foods becomes new title sponsor of NHRA
The National Hot Rod Association (NHRA) has a new title sponsor for its premier professional series, signing up Mission Foods in a multi-year deal
Silver Lake looks to take Endeavor private amid strategic review of assets
Endeavor, the company that owns the IMG agency, World Wrestling Entertainment and Ultimate Fighting Championship, has announced that it is exploring “strategic alternatives” for its publicly listed sto…
Puma ticks sustainability boxes for St. Pauli in new kit sponsor deal
German football club FC St. Pauli has announced a new sponsorship agreement with Puma, two years after taking production of the team's kit in-house for sustainability reasons
Coca-Cola sticking with Uefa for Euro 2024 global role
Coca-Cola, the US soft drinks corporation, has signed a new deal with its long-term commercial partner Uefa, becoming an official global sponsor of Euro 2024, the second tier of the federation’s national te…
LCL continues to ride in yellow with Tour de France
French financial services LCL has agreed a five-year extension to its historic connection with the emblem of the Tour de France, the cycling Grand Tour’s iconic yellow jersey.
Google Cloud to continue as sponsor of FA men’s and women’s teams
Google Cloud has renewed its sponsorship agreement with the English Football Association (FA), covering both the England men’s and women’s teams.
Bud Light returns to UFC in record sponsorship deal, AB InBev goes global
The Ultimate Fighting Championship (UFC) has announced that Bud Light will become its official beer in the United States in a multi-year deal that also extends its partnership with AB InBev on a global…
Nuggets signs Ibotta in three-year jersey patch deal
The defending National Basketball Association champion Denver Nuggets has announced a jersey patch sponsorship deal with performance marketing platform and cash-back rewards provider Ibotta
Sphere named jersey patch partner after 18-month search by New York Knicks
Futuristic Las Vegas entertainment venue Sphere has been named as the ‘Official Jersey Patch Partner’ of the New York Knicks – ending the NBA franchise’s 18-month search for a patch sponsor.
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H.I.G. Capital ready to cash in on Sportfive with sale explored
H.I.G. Capital, the international private equity and asset management firm, is looking to put the Sportfive agency up for sale, according to reports.
Miami-based H.I.G
AFA continues global expansion through first European sponsorship deal with Smartsoft
The Argentinian Football Association (AFA) has added a new region to its sponsorship portfolio after signing online game software developer Smartsoft as its first European sponsor