Sponsorship & Marketing
Shanghai hires Infront to aid World Marathon Majors quest
Infront has struck a comprehensive commercial agreement with the Shanghai Marathon after it replaced Chengdu as China's representative in the race to join the World Marathon Majors series
LaLiga strengthens Saudi ties with Riyadh Season deal
Riyadh Season, Saudi Arabia’s entertainment and sports festival, has announced a three-year sponsorship deal with Spain’s LaLiga, further underlining the Kingdom’s growing influence in European and globa…
Asahi backs World Rugby through 2029 World Cup
Japanese beer giant Asahi Super Dry has bolstered its commitment to World Rugby by signing a five-year sponsorship extension.
Riyadh Air puts name to Atlético Madrid stadium
Riyadh Air has expanded its sponsorship agreement with Atlético Madrid to include the naming rights to the team’s 70,000-capacity Metropolitano Stadium.
Double first in NHL’s Norwegian Cruise Line tie-up
The National Hockey League (NHL) has opened up a new sponsorship category via the signing of Norwegian Cruise Line to its central portfolio
CPL to sell media, sponsorship rights for Guyana’s T20 event
The Caribbean Premier League is to take on full responsibility for the commercialisation of a new Twenty20 cricket tournament, planned for Guyana towards the end of this year
EXCLUSIVE: SailGP nets Emirates, DP World as global sponsors
SailGP has significantly strengthened its sponsorship portfolio, bringing Emirates and DP World on board as Global Series Partners ahead of the new season, SportBusiness can reveal.
Verizon deal to run across MSG ‘family’ properties
Telecoms giant Verizon has upped its presence in US sport by signing a wide-ranging sponsorship which includes rights to the New York Knicks, New York Rangers and Madison Square Garden (MSG).
Uefa seeks women’s football, Europa League sponsors
Uefa is to launch a tender for a sponsor in the payment services category for all its women's football competitions before the end of this month, as it looks to close its portfolio for the men's second- and third-tier events.
Red Bull signs wide-ranging NRL sponsorship
Having agreed a flurry of Premier League club sponsorships in the last month, Red Bull has turned its sights to Australia and signed an expansive new deal with National Rugby League
F1 subject of fake Asian betting sponsor claim
Formula One has been the subject of false claims by an Asian online casino over a regional sponsorship deal, SportBusiness understands.
Anaheim Ducks signs local tourism jersey sponsor
The Anaheim Ducks is the latest US sports team to take the domestic tourism sponsorship route after announcing an away jersey patch deal with Visit Anaheim.
F1 secures landmark 10-year LVMH sponsorship
Formula 1 has secured the longest central sponsorship agreement in its history after finalising a 10-year contract with French luxury goods giant LVMH.
Macron, Concacaf broaden sponsorship ties
Macron, the Italian sportswear brand, has doubled down on its commitment to Concacaf, becoming the official sports equipment and apparel partner of football's governing body for North America, Central…
Iris to drive Grand Slam of Curling globalisation
The Curling Group (TCG), the newly-formed venture which has bought the Grand Slam of Curling from Sportsnet, has hired Iris Sport Media to distribute the property’s global broadcast and betting rights.
More questions from beIN in LFP payment standoff
BeIN Sports continues to withhold its first instalment payment for Ligue 1 rights amid ongoing doubts over its allocated sponsorship inventory and questions raised over the broadcaster’s media rights package.
Rising Stars title rights form part of Castrol’s NBA deal
Castrol will have a prominent presence at the National Basketball Association (NBA) All-Star Weekend as part of its new sponsorship of the NBA and Women’s National Basketball Association (WNBA).
United Airlines lands multi-faceted deal with Monumental
Rights include first founding partner status for the $800m transformation of Capital One Arena.