Sponsorship & Marketing

Ice Hockey
Sponsorship & Marketing

Canadian sports drink BioSteel, a sponsor of the National Hockey League (NHL), has announced that it has sought and obtained "an initial order for creditor protection from the Ontario Superior Court of…
Ice Hockey
Technology

The National Hockey League is considering making changes to its digitally enhanced dasherboards (DED) after complaints from fans during the technology's debut season in 2022-23
Football
Licensing & Merchandising

Can the Skechers-Harry Kane partnership take a slice of the football boot market dominated by Nike and Adidas?
Basketball
Sponsorship & Marketing

Following the recent strengthening of its ties with Infront, Germany’s Basketball Bundesliga (BBL) has extended its title sponsorship agreement with financial services company TeamBank.
Football
Sponsorship & Marketing

Manchester City has today (Thursday) announced that UK baby products brand Joie will become the naming-rights sponsor of the club's Academy Stadium
Football
Sponsorship & Marketing

Volkswagen will not sponsor next year’s Euro 2024, hosted in its home market of Germany, after deciding not to extend a deal covering Uefa’s men’s national team football competitions for ‘cost discipline’ reasons, SportBusiness can exclusively reveal.
Multiple Sports
Sponsorship & Marketing

Sports and entertainment company Legends Hospitality is ‘in talks’ to finance the potential acquisition of US venue and events management company ASM Global in a deal that could create a massive global pla…
Multiple Sports
Media

IMG has this morning unveiled sweeping changes to its branding at its inaugural IMG Summit event in Oxfordshire, UK, modernising its logo and retiring the Seven League brand entirely in an attempt to offer…
Ice Hockey
Sponsorship & Marketing

North America’s new Professional Women’s Hockey League (PWHL) has signed up its first founder partner, a multi-year deal with Canadian Tire.
Rugby Union
Sponsorship & Marketing

Saracens Rugby Club has appointed Pitch International as its exclusive sponsorship sales agency
Cycling
Media

Infront has struck an extensive five-year deal to commercialise the Tour of the Alps, the elite men's road cycling event on the second-tier UCI ProSeries
Cycling
Sponsorship & Marketing

SweetSpot, which organises and promotes cycling’s Tour of Britain, has turned to Orsen, the Switzerland-based sports marketing agency, to commercialise its events after failing to land a title sponsor.
Football
Sponsorship & Marketing

Premier League club Manchester United is in talks to expand its association with technology company Qualcomm to include front-of-shirt sponsorship rights
Tennis
Sponsorship & Marketing

Switzerland-based UniqFEED has been selected to deliver its virtual advertising solution for this weekend’s Davis Cup tennis tie between Greece and Slovakia at the Panathenaic Stadium in Athens.
Football
Sponsorship & Marketing

German beer company Bitburger has signed as an ‘Official National Partner’ of Euro 2024 – making the Bitburg-based brand the exclusive beer in all stadiums at the tournament. T
Motorsport
Sponsorship & Marketing

Fashion brand Hugo Boss has revealed it is to focus solely on Formula 1, ending its long-term association with the Formula E electric racing car series
Football
Sponsorship & Marketing

Inter Milan is poised to agree a back-of-shirt sponsorship deal with safety shoe and workwear company U-Power, filling the last piece of available inventory on its shirt
Football
Industry Moves

Luis Rodriguez, the former IMG football executive in the Americas, has left his role as head of global partnership sales at Fifa to return home to Mexico