Sponsorship & Marketing

Japanese car brand Lexus has continued its tennis sponsorship drive after announcing a new agreement with the Rolex Paris Masters tournament

The Sportfive agency has landed two more sponsors for the International Handball Federation (IHF) World Women's Handball Championship, which takes place across the Nordics later this year

Japanese car company Toyota and the National Football League (NFL) have announced a multi-year sponsorship agreement that ends the league's search for an official automotive partner.

The presence of cryptocurrency-based fan tokens in UK football could be under threat after a new report from the cross-party Culture, Media and Sport (CMS) Committee called on clubs to be stopped from…

The British & Irish Lions have appointed IMG as their worldwide licensing agency in a multi-year deal running through 2027.  

Sportfive has begun the search for a director of global partnerships based in the United States to lead commercial sales on behalf of European football clubs, principally Borussia Dortmund

The Aston Martin Formula 1 team will race under a new name from 2024 after its renewal with IT multinational Cognizant saw the brand relinquish its title sponsorship rights

PepsiCo’s crisp sub-brand Lay’s has agreed a deal with the Saudi Arabian Football Federation (SAFF) to become the title sponsor of the Saudi Women Premier League.

The National Basketball Association and cognac brand Hennessy have announced a multi-year extension of their global marketing partnership

Japanese electronics and electrical equipment manufacturing company, Mitsubishi Electric, has become the latest sponsor with existing ties to World Rugby opting to expand its association through wide-ranging backing of the women’s game.

Sporting goods company Puma has continued its aggressive ball supplier acquisition strategy by signing as the official technical partner of the Confederation of African Football (CAF)

UK energy firm Centrica's busy 2023 in sponsorship continues apace with the announcement of its subsidiary British Gas agreeing a five-year deal with Team GB and ParalympicsGB

Real Sociedad has ended its search for a main shirt sponsor, agreeing a multi-faceted deal with Japaese conglomerate Yasuda Group.

Guinness is close to a surprise renewal of its title sponsorship agreement with rugby’s Six Nations Championship, despite the increasingly prohibitive alcohol marketing laws in two of the countries where t…

The America's Cup has added Coca-Cola to its central sponsorship roster as the organisers continue to push into the non-luxury sector for partners of sailing’s premier event to be held in Barcelona in 2…

The International Basketball Federation's (Fiba) 3x3 division is looking to bolster its Global Partner portfolio, with brands in the airline, beverage and consumer electronics categories all being sought