Key Story
AC Milan’s Stylsvig sees positive signs in sponsorship market after BMW deal
Last month’s deal with BMW has grown AC Milan’s Premium Partner tier to four brands – a doubling since the end of last season, with EA Sports having signed in August ahead of the start of the 2020-21 seaso…
Peroni identifies Formula One as avenue to grow awareness of non-alcoholic brand
Peroni 0.0%’s entry into the Formula One market with Aston Martin will support parent company Asahi Group’s vision of increasing the prominence of non-alcoholic brands in its portfolio.
SkipTheDishes’ recent NHL sponsorship deal widens ice hockey presence in Canada
Canadian food delivery network SkipTheDishes became the first food delivery brand to sponsor the NHL earlier this year, in a Canada-only deal.
The Canadian subsidiary of the Just East Takeaway
PayRetailers is second standalone Copa Sudamericana sponsor in low seven-figure deal
Conmebol, South American football’s governing body, has announced its second standalone sponsor for the Copa Sudamericana, the second-tier clubs competition, in a deal with payment provider PayRetailers.
Opportunities of NBA bubble accelerated Hyperice deal, set platform for recovery product use in 2020-21
The wide-ranging global deal between recovery tech brand Hyperice and the NBA, contracted in July last year, was signed a season ahead of the brand’s original timeline because of the advantages afforded t…
StoneX fills lead sponsor role at Saracens in Pitch International-brokered deal
English rugby club Saracens has filled its headline sponsor designation with financial trading company StoneX in a deal brokered by sports marketing agency Pitch International
Lega Serie A achieves uplift in Sony Supercoppa deal
Lega Serie A has struck a deal giving technology giant Sony’s PS5 games console the title sponsorship rights around the 2020 Supercoppa Italiana.
Tipico’s four-year extension netted Bundesliga International fee uplift
The German Football League's recent renewal with betting operator Tipico is worth an increase on the value of its existing Bundesliga sponsorship, SportBusiness understands
Klein: Mondelēz International activation to be among largest in Bundesliga International era
The German Bundesliga’s newest sponsorship deal, with multinational confectioner Mondelēz International, will help “promote the league to a broader audience” and the activation plans are significant, accord…
Liverpool’s Expedia deal meets club’s key criteria and delivers fee uplift
After the Covid-19 pandemic scuppered a deal agreed in principle earlier this year, Liverpool entered the 2020-21 Premier League without a sleeve sponsor but interest from Expedia has helped deliver the…
Axi connects with City’s ‘growth and innovation’ agenda under global deal
Australian trading platform Axi ended a one-year search for a Premier League club to sponsor when it signed as the ‘Official Online Trading Partner’ of Manchester City in late September.
PepsiCo to ‘reach new, incremental audiences’ as value placed on Uefa women’s deal
The value of PepsiCo’s recently-announced sponsorship of Uefa women's football at all levels, from 2020-21 through to the summer of 2025, has been placed at around €2.5m
‘Parity and equality’ key to PGA Tour betting operator deals
The four betting operator sponsors of golf’s PGA Tour, all signed this summer, are each paying similar rights fees for non-exclusive rights with the same contract durations.
Sport
RFU looks to urban markets with Umbro after Canterbury departure
Umbro’s return to rugby – in the form of its four-year kit supply deal with the Rugby Football Union – came into effect earlier this month, but it very nearly didn't happen. Matthew Williams examines what the union and the sportwear manufacturer hope to get out of the agreement.
Asahi expected on centre stage at Australian Open after Stella Artois sell off
Stella Artois will not return as the lead beer partner for the 2021 Australian Open because the brand is being offloaded by its owner, Japanese drinks group Asahi
Watford expands Afex deal to include back-of-shirt sponsorship
English football club Watford has expanded its contract with global payment and foreign exchange brand Afex
Women’s team and Big Bash rights raise value of Vodafone’s CA deal
Cricket Australia signed telco Vodafone as its Test match series naming rights partner at a double-digit percentage uplift on the previous contract
No charge for Heineken’s Europa League switch from Amstel to Heineken 0.0%
Heineken’s decision to switch its Europa League rights from its Amstel brand to the non-alcohol brand Heineken 0.0% was done without a monetary change to the original contract, SportBusiness has learned.