Sponsorship & Marketing
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.
Bank of America signs as Masters ‘Champion Partner’
The Bank of America has made golf’s Augusta Masters its second statement sponsorship of the year, following on from its global deal with Fifa for the 2026 World Cup last month.
Pluto TV eyes ‘significant brand boost’ in BVB deal
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.
EXCLUSIVE: Arsenal’s Mazzia takes top Chelsea Women role
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 to promote TV range in UK-facing NFL deal
Samsung Electronics is to become the official TV partner of the National Football League (NFL) in the UK and Ireland.
Galatasaray defends controversial shirt sponsorship
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.
ONE to create manga series in Sui blockchain deal
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 ‘studies’ US-style centralised kit model
Premiership Rugby is considering a centralised kit supplier deal in a move that would see it follow a model commonly employed in US sport