Sponsorship & Marketing

Pluto TV, the free, ad-supported streaming service owned by Paramount Global, has struck a multi-faceted global commercial agreement with Borussia Dortmund, which includes shirt branding and a dedicated TV channel.

Giulia Mazzia, the head of commercial ventures at Arsenal FC, is leaving the North London club to become the new commercial director for reigning Women’s Super League champions Chelsea Women, SportBusiness can reveal.

Samsung Electronics is to become the official TV partner of the National Football League (NFL) in the UK and Ireland.

Galatasaray has refuted criticism of the club's new sponsorship deal with MeritKing.news following claims of the website's ties to an illegal betting site.

Asian mixed martial arts promotion One Championship has agreed a sponsorship and technology partnership with Sui, a Layer 1 blockchain, that will see the company’s technology integrated into the ONE Fight Arena, the official mobile game of the championship.

Premiership Rugby is considering a centralised kit supplier deal in a move that would see it follow a model commonly employed in US sport

Qatar Airways will be the new global airline sponsor of the Uefa Champions League until at least 2030 having agreed an unprecedented two-cycle deal, SportBusiness can reveal.

Greater media rights revenue is likely to be the key factor determining whether a merger between Premiership Rugby and the United Rugby Championship (URC) would be a viable option for both properties.

German workwear brand Strauss has struck a wide-ranging sponsorship deal with Major League Baseball, with its logo to feature on batting helmets during postseason games and international series in Europe.

Technology company Lenovo has continued its recent sponsorship drive by taking on the naming rights to the home venue of the NHL’s Carolina Hurricanes.

Formula 1 is understood to be on the verge of a major new multi-brand sponsorship agreement with French luxury goods giant LVMH.

PepsiCo-owned snack brand Frito-Lay has become the latest US-based company to extend its relationship with Fifa in a deal to become an Official Sponsor of the 2026 Fifa Men’s World Cup and the 2027 Women’s World Cup.

The newly branded Ninja A-League will benefit from at least 10 free-to-air matches in 2024-25 as part of its naming rights deal.

USC Athletics’ multi-year partnership with CBD [cannabidiol] wellness and lifestyle brand Cookies is unlikely to cause a rush of copycat deals in collegiate sport, industry experts have predicted.

Digital technology firm Cisco is expanding its agreement with the National Football League (NFL) to include international rights, SportBusiness understands

At least five top-tier sports marketing agencies are vying for the chance to sell Uefa Champions League commercial rights from 2027-28 onward, after the deadline for bids passed this morning.