Sponsorship & Marketing

Football
Sponsorship & Marketing

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.
Rugby Union
Governance

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.
Baseball
Sponsorship & Marketing

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.
Ice Hockey
Sponsorship & Marketing

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.
Motorsport
Sponsorship & Marketing

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