Sponsorship & Marketing

Sponsorship & Marketing

The Haas Formula 1 team has strengthened its commercial portfolio with the double addition of homeowner insurance firm Orion180 and automotive manufacturer Toyota
American Football
Fan Engagement

The Los Angeles Rams has become the first NFL team to provide fans with data-driven in-game highlights through an agreement with Genius Sports that will provide additional ad inventory for Verizon.
Football
Sponsorship & Marketing

Betis' global sponsorship deal with Meritking comes just days after Galatasaray was forced to terminate an agreement with the sports and entertainment news platform.
Football
Media

Relevent Sports has begun the build-out of its dedicated Bundesliga Americas team, which is being established in the wake of the agency's 17-year commercial partnership with the German league.
Basketball
Sponsorship & Marketing

The NBA’s Houston Rockets has struck the league’s first jersey patch deal with a hospital provider – a health sub-sector that has become a major sponsorship player among major US sports leagues. T
Football
Media

Ligue 1 clubs are losing patience with France's Professional Football League (LFP) over the handling of its relationship with domestic rights partner beIN Sports, which continues to withhold its first…
Rugby Union
Sponsorship & Marketing

Macron’s aggressive portfolio expansion has secured another victory after the Italian brand signed on as technical supplier to European Professional Club Rugby (EPCR).
Ice Hockey
Sponsorship & Marketing

The National Hockey League's New York Islanders today (Thursday) unveiled its inaugural jersey patch sponsor in the shape of outdoor lifestyle brand Solo Stove
Esports
Licensing & Merchandising

Fifa has further signalled its intent to move on from its long-standing relationship with EA Sports by agreeing a partnership with the US video game developer’s Japanese rival.
Cycling
Events

IMG and British Cycling today (Thursday) announced a comprehensive commercial tie-up as the journey continues to revitalise the sport in the country after a period of upheaval
Football
Sponsorship & Marketing

Uefa has opened the sales process for the sponsorship and licensing rights to its men’s national team football events, including the flagship Euro 2028 tournament, for the next cycle from 2025 to 2028.
Mass Participation
Events

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
Football
Sponsorship & Marketing

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…
Rugby Union
Sponsorship & Marketing

Japanese beer giant Asahi Super Dry has bolstered its commitment to World Rugby by signing a five-year sponsorship extension.
Football
Sponsorship & Marketing

Riyadh Air has expanded its sponsorship agreement with Atlético Madrid to include the naming rights to the team’s 70,000-capacity Metropolitano Stadium.
Ice Hockey
Sponsorship & Marketing

The National Hockey League (NHL) has opened up a new sponsorship category via the signing of Norwegian Cruise Line to its central portfolio
Cricket
Events

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
Sailing
Sponsorship & Marketing

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.