Sponsorship & Marketing

Cricket
Sponsorship & Marketing

Mastercard has been announced as a sponsor of the upcoming ICC Cricket World Cup, which will be held in India between October 5 and November 19 this year
Tennis
Sponsorship & Marketing

American Express is returning as a US Open Tennis Championships sponsor in a multi-year renewal with the United States Tennis Association (USTA)
Golf
Sponsorship & Marketing

The Ladies Professional Golf Association (LPGA) has overhauled its sponsorship sales model by aligning with Fenway Sports Group (FSG) under a “commercial alliance” announced today (Tuesday).
Football
Sponsorship & Marketing

Premier League Newcastle United will see its retail operations – run by the incumbent kit supplier Castore since the 2021-22 season – revert back to the club when Adidas takes over the technical role nex…
Football
Sponsorship & Marketing

German telco Deutsche Telekom has furthered its association with Euro 2024 by becoming a national sponsor of the event
American Football
Licensing & Merchandising

The National Football League Players' Association (NFLPA) has terminated its trading card contract with Panini and brought forward its exclusive agreement with Fanatics, further straining the relationship…
Football
Sponsorship & Marketing

Visa and Qatar Airways have renewed their top-tier Fifa Partner deals, covering all of the global football federation's major men’s, women’s and youth events, SportBusiness can exclusively reveal.
Football
Finance & Law

Fifa president Gianni Infantino has claimed that the 2023 Women’s World Cup had generated more than $570m (€524.4m) in revenue, allowing the world governing body to break even on the month-long tournament in Australia and New Zealand.
Football
Sponsorship & Marketing

The Argentinian Football Association (AFA) is continuing to reap the commercial benefits of being men's World Champions, signing another regional sponsorship deal covering parts of Asia, this time with…
Multiple Sports
Finance & Law

Chinese conglomerate Wanda Group has appointed Deutsche Bank as advisers on a potential sale of the Infront sports marketing agency
Motorsport
Sponsorship & Marketing

McLaren Racing is resisting calls from Dutch health organisations to remove branding of tobacco-free nicotine specialist Velo from its car for the upcoming Dutch Grand Prix
Football
Sponsorship & Marketing

Asian-facing betting operator 6686 has added Bundesliga club VfL Wolfsburg to its bulging football sponsorship portfolio
Football
Sponsorship & Marketing

Saudi Arabia has extended its reach further into world football, with a major global sponsorship deal with Spain's LaLiga and a development partnership with the Oceania Football Confederation the latest projects announced today (Thursday).
Athletics
Sponsorship & Marketing

World Athletics has announced a new global sponsorship deal with UK management consulting firm Deloitte on the eve of the 2023 world championships in Budapest.
American Football
Sponsorship & Marketing

Verizon is the first major sponsor of the National Football League's Washington Commanders since the ownership takeover by Josh Harris was finalised last month
Motorsport
Sponsorship & Marketing

Qatar Airways has appointed global sports marketing agency Right Formula as its retained agency for the airline’s Formula 1 activation programme.
Basketball
Sponsorship & Marketing

The commercial success of the upcoming Fiba Basketball World Cup in south-east Asia will ensure the sport’s governing body breaks even for the four-year cycle despite the devastating impact of the global p…
Football
Sponsorship & Marketing

Major League Soccer and energy drink Celsius have signed a sponsorship deal through 2026, marking the first nationwide sports partnership for the brand