Sponsorship & Marketing
Bridgestone exits IOC deal to focus on motorsports
Bridgestone has become the latest Japanese brand to exit the IOC's Olympic Partner (TOP) programme, announcing in a statement that it is shifting its focus to ‘endemic motorsports platforms’ and ‘sustainable mobility’.
Sportfive makes cricket move with masters league
Sportfive has unveiled its first foray into cricket since the arrival of Seamus O’Brien to head up its Asia-Pacific business with the establishment of a ‘Masters’ T20 league featuring Indian cricket legend Sachin Tendulkar.
Celtic’s Filby joins Aston Villa as CCO
Adrian Filby, the long-standing commercial director at Scottish Premiership club Celtic, has joined English Premier League outfit Aston Villa as chief commercial officer.
GetYourGuide secures first US deal with Nets patch
The Brooklyn Nets NBA franchise has signed a tourism-focused jersey patch sponsorship agreement with GetYourGuide, a first-ever deal with a US sports team for the Berlin-based online travel platform
EXCLUSIVE: Marriott poised to extend Mercedes F1 deal
Marriott International is poised to extend its long-standing sponsorship agreement with the Mercedes Formula 1 team, SportBusiness can exclusively reveal.
Otro Capital, Blitzer latest investors in Two Circles
Two Circles is targeting further US growth after taking on investment from Otro Capital, the New York-based sports private equity firm, and David Blitzer, the American billionaire and multiple sports team owner.
Uruguayan FA contracts Nike to 2028 after Copa tie-up
Nike has won the long-term contract to kit out the Uruguayan national football team, after a short-term deal covering this summer's men's Copa América.
Chiliz launches crypto sponsorship agency
Chiliz Group, the owners of the Socios fan token business, is launching Chiliz Sports, an independent agency to help cryptocurrency brands identify partnership opportunities with sports properties.
SEG launches ‘best of Utah’ DTC service for NHL debut
Smith Entertainment Group has unveiled a new direct-to-consumer streaming service that incorporates matches of its newest franchise, the NHL's Utah Hockey Club, with those of the NBA's Utah Jazz
Robinhood marks NBA first with Heat patch deal
Online brokerage firm Robinhood has become the first brand to hold three NBA jersey patch agreements simultaneously after agreeing a multi-year contract with Miami Heat.
Verizon connects with Fifa for 2026 World Cup
Verizon is the third US-based brand in a month to sign up as a 2026 Fifa World Cup sponsor, after Bank of America and Frito-Lay.
UBS sticks with Mercedes F1 after series bid fail
Swiss bank UBS has renewed its sponsorship of the Mercedes Formula 1 Team, despite missing out on a central deal with the motorsports series for next season
PCB ordered to ban betting sponsorships
The Pakistan Cricket Board (PCB) has been banned from agreeing sponsorship deals with betting companies after the Peshawar High Court considered a petition which challenged deals with so-called ‘proxy’ firms.
Barclays unveils WSL, Premier League extensions
Barclays has finally announced an extension to its title sponsorship agreement with the Women’s Super League and its long-running association with the Premier League.
Robinhood adds Grizzlies as second jersey patch deal
Online brokerage firm Robinhood Markets has secured its second jersey patch agreement in the National Basketball Association (NBA) market via a deal with the Memphis Grizzlies
FFR sues Le Coq Sportif over unpaid kit contract
The French Rugby Federation (FFR) is taking its former kit supplier Le Coq Sportif to court, claiming it is owed more than €5m ($5.6m) in unpaid fees.
LaLiga signs ‘multi-million’ crypto deal with Bitget
LaLiga has announced a new multi-year regional agreement with cryptocurrency exchange Bitget.
Caixa returns to big-time sport with COB
Brazilian state-owned bank Caixa has signed a four-year deal with the Brazilian Olympic Committee (COB) worth R$160m ($29.3m/€26.2m), making it the biggest deal in the federation's history.