Key Story

Golf
Sponsorship & Marketing

The European Tour group took advantage of its new Associate Partner level sponsorship offering to secure Cignpost Diagnostics in July as the tour’s ‘Official Health Diagnostics and Screening Partner’. C
Golf
Sponsorship & Marketing

ProMedica’s 10-year sponsorship of the United States Golf Association (USGA), from 2022 to 2031, signed in January, has underscored the growing value of the women’s golf majors.
Football
Sponsorship & Marketing

EA Sports FC will be the title sponsor of LaLiga competitions from the start of the 2023-24 season in a lucrative agreement unveiled today (Tuesday)
Football
Sponsorship & Marketing

Initial idea behind deal would have seen Puma combine Serie A ball supply rights with FIGC kit deal Puma keen to make strides in football segment of sports equipment market in Italy
Football
Sponsorship & Marketing

Liverpool has extended its main shirt sponsorship with Standard Chartered Bank for another four years, starting in the 2023-24 season
Rugby Union
Sponsorship & Marketing

Land Rover is thought to have doubled its investment in Rugby Australia when it signed as a major partner and ‘Official Vehicle of the Wallabies’, from 2022 to 2024, in May.
Football
Sponsorship & Marketing

State-owned carrier Qatar Airways has become the new official shirt sponsor of Paris Saint-Germain in what is believed to be a three-year deal from 2022-23 to 2024-25
Basketball
Sponsorship & Marketing

Technology company Rakuten recorded the biggest NBA jersey patch deal in the property’s short history when it extended its agreement with the Golden State Warriors in May, SportBusiness Sponsorship has l…
Football
Sponsorship & Marketing

Deutsche Telekom’s recent sponsorship renewal with the German Football Federation (DFB) held its value, despite difficult on-pitch and off-pitch conditions for the rights-holder.
Football
Sponsorship & Marketing

Atlético Madrid’s club record main shirt sponsorship agreement with the cryptocurrency investment app WhaleFin was signed more than two months ago after progressing rapidly from first talks.
Ice Hockey
Sponsorship & Marketing

TikTok’s February deal with the NHL revealed the platform’s willingness to invest more than the norm to increase its audience and drive engagement through sport.
Tennis
Sponsorship & Marketing

Deal with AELTC primarily cash-based with limited value in kind Fuse agency provided advice on strategy and sponsorship valuations IMG agency also involved in discussions
Esports
Sponsorship & Marketing

Monster Energy’s deal with esports events organiser ESL Gaming last month immediately becomes one of the biggest in the energy drink brand’s sponsorship portfolio.
Tennis
Sponsorship & Marketing

Infosys extended its French Open sponsorship for five more years – at a nearly 15 per cent fee increase – based on the success of its initial three-year contract. Matthew Glendinning reports.
Baseball
Sponsorship & Marketing

League refills its banking category with Virginia-based holding company
Golf
Sponsorship & Marketing

Outsourcing firm Velocity Global’s official partner deal, announced earlier this month, suggests last year’s changes to the European Tour partnership programme are bearing fruit.
Rugby League
Sponsorship & Marketing

Australia’s National Rugby League has signed cryptocurrency exchange Swyftx as its exclusive cryptocurrency exchange sponsor in a three-year deal, from 2022 to 2024, with a further two-year option until t…
Australian Rules Football
Sponsorship & Marketing

Crypto