Sponsorship & Marketing

Football
Sponsorship & Marketing

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.
Football
Sponsorship & Marketing

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.
US College Sport
Sponsorship & Marketing

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.
American Football
Sponsorship & Marketing

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

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.
Lacrosse
Sponsorship & Marketing

Castore has landed its first centralised deal with a professional sports league in North America, striking a long-term agreement with the National Lacrosse League
Multi-sport
Sponsorship & Marketing

Panasonic has put an end to its 37-year association with the International Olympic Committee, becoming the latest Japanese brand to exit the body’s Olympic Partner Programme.
Ice Hockey
Sponsorship & Marketing

Having moved away from sponsorships over the last 18 months, TikTok has signed a wide-ranging agreement with Monumental Sports & Entertainment (MSE) that includes sponsoring the Washington Capitals NHL team.
Motorsport
Sponsorship & Marketing

Honda Racing has identified a prospective lead sponsor for its factory Honda MotoGP team after the announced exit of long-term title sponsor Repsol, SportBusiness understands.
Motorsport
Sponsorship & Marketing

Technology company Lenovo has expanded its agreement with Formula 1 in the latest sports sponsorship move which includes promotion of its Motorola smartphone brand.
Football
Sponsorship & Marketing

Oppo has downgraded its sponsorship deal for the Uefa Champions League to become one of the competition’s new second-tier partners for the next three-year cycle.
Esports
Sponsorship & Marketing

US motor-racing series Nascar has signed a commercial deal with esports tournament organiser Blast, a rare example of a traditional sports property sponsoring a gaming one
American Football
Sponsorship & Marketing

More than two years after loosening its restrictions on blockchain sponsorships, the NFL has agreed its first central deal in the space with cryptocurrency trading firm Bitpanda.
Football
Sponsorship & Marketing

Pernod Ricard has pulled its sponsorship of Paris Saint-Germain after just three days following a fierce backlash from football fans in Marseille, from where the drinks company hails.
Basketball
Sponsorship & Marketing

WNBA expansion team Golden State Valkyries has named JP Morgan Chase as its first jersey patch sponsor, one of two on-kit branding assets ringfenced for sale by WNBA teams.
Football
Licensing & Merchandising

Video game publisher Konami has secured a significant victory in its battle with rival EA Sports by securing exclusive agreements with Serie A's two Milan clubs for the 2024-25 season, SportBusiness has learned.
Motorsport
Sponsorship & Marketing

Banco Santander has completed a pivot in its motorsport sponsorship strategy by securing a central sponsorship agreement with Formula 1 after opting against a renewal of its Ferrari team deal.
Cricket
Industry Moves

Cricket West Indies (CWI) has appointed experienced UK sports industry executive Rupert Hunter as its new chief commercial officer, SportBusiness can reveal.