Sponsorship & Marketing
EXCLUSIVE: Heineken renews Champions League sponsorship
Heineken has agreed a three-year renewal of its global sponsorship deal with the Uefa Champions League, SportBusiness can exclusively reveal
IBM powers US Open AI commentary and analysis
The United States Tennis Association has announced digital fan features appearing on USOpen
Nascar extends college sports marketing presence through Learfield deals
Nascar has furthered its presence in college athletics with a new deal with Learfield for the University of South Carolina while extending last year's agreement with the University of Alabama
Tiffany & Co, Mount Sinai renew US Open sponsorships
US jewellery maker Tiffany & Co. and hospital and medical services provider Mount Sinai have both announced multi-year renewals of their sponsorships of the US Open tennis Grand Slam.
Tiffany & Co
Incoming Chelsea shirt sponsor agrees TGL analytics deal
Infinite Athlete has unveiled an agreement to provide its data technology to the new TGL team golf league
USA Gymnastics continues commercial recovery with Comcast deal
USA Gymnastics has announced media and technology company Comcast as a sponsor of the governing body, with the Xfinity brand becoming the US Gymnastics Championships title sponsor through 2024
LaLiga North America renews Verizon deal for three more seasons
LaLiga North America has signed a three-year extension with telco Verizon in a United States exclusive deal
Monaco agrees Royal Caribbean, Teddy Smith kit sponsorship deals
AS Monaco has agreed new sponsorship deals with global cruise line Royal Caribbean and fashion brand Teddy Smith
Top-tier additions drive Ryder Cup sponsorship revenue uplift
Sponsorship revenue for the Ryder Cup has risen by 153 per cent during the current cycle after the additions made to the premium Worldwide Partner tier, SportBusiness understands
JD Sports adds Sevilla to portfolio of club sleeve deals
JD Sports has continued its recent sponsorship drive by acquiring the sleeve sponsor rights at LaLiga club Sevilla
DeWalt continues in sponsorship with AFC Bournemouth sleeve renewal
Stanley Black & Decker-owned power tools brand DeWalt has renewed as official shirt sleeve sponsor of Premier League club AFC Bournemouth for the 2023-24 season
AS Monaco leverages virtual advertising to strike 6686 deal
AS Monaco will use virtual advertising to activate a three-year sponsorship deal with betting firm 6686 covering the Asia region
PSG strikes global sponsorship deal with Yassir
French Ligue 1 club Paris Saint-Germain has announced a new three-year global sponsorship deal with North African 'super app' Yassir
Konami retains LaLiga foothold via Barça renewal
Konami has extended its agreement with FC Barcelona as rival footbal game developer EA Sports begins its title sponsorship of LaLiga
Atlético Madrid replaces WhaleFin with PIF-owned Riyadh Air on shirtfront
Spanish LaLiga club Atlético Madrid has ended a six-month search for a new main shirt sponsor by announcing the fledgling Saudi Arabian airline brand Riyadh Air as its new 'Main' and 'Official Airline P…
Chelsea finally closes in on new shirt sponsor
Chelsea looks set to kick off the new Premier League season with a front-of-shirt sponsor after all, with a lucrative agreement with Infinite Athlete, a new US brand that already has links with the club…
Google Pixel continues football expansion with Arsenal and Liverpool sponsorships
Six weeks after announcing its English Football Association (FA) sponsorship, Google Pixel has unveiled new agreements with Arsenal and Liverpool as the brand continues to expand its football portfolio
Citi deal takes Ryder Cup Worldwide Partners to seven
US banking group Citi has been named as a Worldwide Partner of this year’s Ryder Cup to be held at the Marco Simone Golf & Country Club in Italy.