Sponsorship & Marketing
Fanatics signs up CLC for global college merchandise deal
Sports merchandise company Fanatics has announced a long-term agreement with the Collegiate Licensing Co. (CLC) to sell licensed fan merchandise from US colleges to an international fanbase
Brand USA deal marks another presenting sponsor switch for NFL’s London Games
The National Football League (NFL) London Games has its third presenting sponsor in as many years after the signing of Brand USA, the official ‘destination marketing’ organisation for the United States.
EXCLUSIVE: Team aligns with Agon to move for CAF international rights
Team Marketing and the France-based Agon agency have delivered a winning bid during the recent tender process for international media rights to top competitions run by the Confederation of African Football…
AC Milan renews sponsorship with gaming and betting firm Snaitech
Italian gaming and betting company Snaitech has renewed its sponsorship agreement with AC Milan and will activate the deal through its Snaifun gaming app
Godfrey swaps PTO for Hexagon Cup commercial role
Padel’s new Hexagon Cup event has recruited the Professional Triathletes Organisation’s chief marketing officer Tim Godfrey as strategic adviser.
Strauss is first brand to sign up for next Europa and Conference League cycle
Engelbert Strauss has become the first brand to be announced as a Uefa Europa League and Uefa Conference League sponsor in the next three-year cycle from 2024-25 to 2026-27, having renewed its association…
Regions Bank signs Predators jersey deal despite ‘patchy’ NHL market
Regions Bank’s new jersey patch agreement with the Nashville Predators has taken the roster of National Hockey League (NHL) teams with jersey deals up to 17 with just two weeks to go before the start o…
Infinite Athlete passes compliance test to seal Chelsea shirt deal
Technology company Infinite Athlete has been ratified by the Premier League as Chelsea’s new main shirt sponsor in a one-season deal, having satisfied the league’s compliance criteria.
BetMGM kicks off ‘stable’ of Premier League sponsorships with Newcastle deal
Premier League club Newcastle United has announced a multi-year deal with the newly launched UK arm of online gaming and sports betting brand BetMGM
MSM secures global commercial rights to RNF MotoGP team
The MSM agency has secured the global commercial rights to the RNF MotoGP Racing team, its first client in the motorcycling series
IndusInd Bank becomes ICC’s seventh top-tier ‘Global Partner’
Indian financial services company IndusInd Bank has signed as the International Cricket Council’s seventh ‘Global Partner’ ahead of next month’s men’s Cricket World Cup in India.
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Right Formula expands US operations as Cuellar joins from CSM
Sports marketing agency Right Formula has strengthened its US offering by hiring Rick Cuellar as commercial vice-president
SailGP brings WSG on board to develop Women’s Pathway commercial programme
Women’s Sports Group (WSG) has been hired by SailGP to provide advisory services on commercial deals for the sailing league as it looks to develop its ‘Women’s Pathway’ project.
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Chile FA set to drop title sponsor, clubs react to online betting clampdown
The Chilean Football Federation (ANFP) has indicated that it will abide by a Supreme Court ruling that would enforce the termination of its multi-million dollar sponsorship deal with online betting firm…
EFL continues strong commercial momentum with 5-year Kellogg’s deal
The English Football League (EFL) has continued its strong recent commercial momentum with a five-year sponsorship deal with Kellogg’s.
South Africa and Australia unveil sleeve sponsors for Cricket World Cup
Cricket South Africa (CSA) and Cricket Australia (CA) have both announced Indian brands as team sponsors for the men's Cricket World Cup, taking place in India next month
Haggerty comfortably defeats von Arnim challenge in ITF presidential election
David Haggerty has been re-elected president of the International Tennis Federation for a third term, having comfortably seen off the challenge of Dietloff von Arnim
Levy: Tottenham ‘not as tied’ to finding stadium sponsor as before
Tottenham Hotspur is “not as tied” to identifying a naming sponsor for its new £1bn ($1.2bn) stadium having derived a marketing benefit from keeping the arena brand clean, according to chairman Daniel Levy.