Sponsorship & Marketing
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
Louis Vuitton scoops America’s Cup title rights
Grant Dalton’s decision not to renew America’s Cup main sponsorship terms with luxury goods brand Prada has paid off with rival company Louis Vuitton returning as title sponsor for next year’s Challenger Serie…
Infront builds motorsport footprint with expanded ADAC deal
The Infront agency has signed an expanded agreement with ADAC Motorsport that sees it become the German motorsport event organiser’s Official Marketing Partner.
TGL signs Fanatics deal, names San Francisco as latest team location
TGL, the new tech-focused team golf league set to launch in the US next year, has entered into a multi-year partnership with global digital sports platform Fanatics, while San Francisco has been announced as the location for its latest franchise with NBA star Steph Curry among its investors.
Forest’s poor environmental record created ‘hassle’ for sponsor E.ON
The marketing chief for E.ON UK, Nottingham Forest’s Official Sustainability Partner, has described how the club’s poor performance in a table ranking the environmental efforts of Premier League teams created ‘a lot of hassle’ for the electric utility firm.
KC Current agrees naming-rights deal for ‘world-first’ women’s stadium
Kansas City Current of the National Women's Soccer League (NWSL) has announced railway network CPKC as the naming-rights partner for the club's new stadium, which it claims will be the first venue specifically…
Williams Racing signs THG to headline sponsor role
Formula 1’s Williams Racing has signed a deal with digital consumer brands group THG which will headline its sponsorship portfolio.
Newcastle United secures national airline as third Saudi sponsor
Newcastle United has built on its existing link to Saudia, the airline which is the national flag carrier for Saudi Arabia, with a new sponsorship agreement
NHL extends global deal with Fastenal
The National Hockey League (NHL) has extended its agreement with global supply chain solutions and industrial distribution company Fastenal in a multi-year deal
Peloton’s NBA-WNBA agreement includes new ways to watch games
The National Basketball Association and Women's National Basketball Association have announced a multi-year sponsorship agreement with fitness brand Peloton
Salomon ups sponsorship profile as Milan-Cortina 2026 ‘Premium Partner’
French outdoor sports brand Salomon has made its biggest sponsorship deal to date by signing as a top-tier ‘Premium Partner’ of the Milan-Cortina Winter Olympics in 2026.
EFL continues commercial streak as Carabao extends EFL Cup title deal
The English Football League (EFL) has followed its recent trend of securing major commercial extensions by signing a renewal of its EFL Cup title sponsorship contract with energy drink Carabao
Dutch conglomerate Pon set to succeed Jumbo as top cycling team sponsor
The future of Team Jumbo-Visma, the top professional cycling team from the Netherlands, looks to have been secured with Pon Holdings, a Dutch conglomerate in the transportation sector, stepping into replace…
Sportfive turns to former WSG stalwart Nair to lead cricket push
Sportfive’s appointment of former World Sport Group executive Venu Nair has signalled the ambition of the agency to win new business in cricket as it builds up its operations in Asia.
American Express enters F1 with regional deal, backs Vegas GP
Financial services company American Express has made its first move into Formula 1 sponsorship by agreeing a multi-year regional deal with the organisation and its new US race, the Las Vegas Grand Prix.
Lazio targets Rome’s ‘Expo 2030’ candidate bid for front-of-shirt slot
Italian Serie A club SS Lazio is set to take sides in the host city contest for ‘Expo 2030’ by accepting the Rome bid as its main shirt sponsor.
IC Markets builds on recent table tennis presence with WTT deal
World Table Tennis (WTT), the commercial and events arm of the International Table Tennis Federation (ITTF), has received a boost to its sponsorship revenues with a deal with financial services provider…
IOC steps up centralisation play as Olympic Qualifier Series hosts named
Moves to centralise the Olympics qualification process have been advanced with the dual hosting appointment of Budapest and Shanghai, as the International Olympic Committee continues its push to better…