Key Story
Atos pays more to deliver ‘most complex IT contract in sports’ through Paris 2024
The four-year extension to the International Olympic Committee’s TOP sponsorship with technology partner Atos – starting after the Tokyo 2020 Summer Games – was contracted at an increase on the previous deal,…
Combined AFL and AFLW rights key driver of Google Australia sponsorship
Google Australia made its third deal with the Australian Football League (AFL) in three years when it signed as an Official Partner of the AFL, including new rights to the AFLW women’s league, last month.
Petrobras exit makes room for return of Gulf at McLaren Racing
Gulf Oil International has signed a multi-year sponsorship with the McLaren Racing Formula One team and luxury supercar company McLaren Automotive
Betclic acquires Ligue 1 bookmaker rights as LFP targets pool of sponsors
France’s Ligue de Football Professionnel (LFP) this month struck only the second betting deal in its history, a three-year agreement with Betclic that will run from 2020-21 to 2022-23.
The Ocean Race adds Helly Hansen for 2022-23 race cycle
Global multi-stage sailing event The Ocean Race has signed up Norwegian sportswear brand Helly Hansen as its Official Clothing supplier
Formula E sponsor Hugo Boss calls for discount as Covid-19 hits hospitality asset
Fashion brand Hugo Boss has held talks to reduce its Formula E rights fee by 50 per cent this season, primarily because of the effects of the Covid-19 pandemic on its key corporate hospitality inventory,…
Canterbury remains IRFU kit supplier after directly-negotiated renewal
The Irish Rugby Football Union has extended its contract with kit supplier Canterbury as the brand looks to retain its presence across major rugby events
New extension of long relationship puts IBM at heart of Wimbledon’s expansion
The 30-year relationship between Wimbledon and tech company IBM will become even closer under a new deal announced this month
LaLiga signs lucrative ten-year extension with global partner EA Sports
Spanish football league LaLiga has signed a long-term extension to its sponsorship agreement with video game developer EA Sports
Branding still key to Veolia in Lyon’s green revolution
Branding will continue to play a major role in French utility company Veolia’s sponsorship of Ligue 1 club Olympique de Lyonnais, despite its new designation as ‘Environmental Partner’ from 2020-21 to 20…
Microsoft’s NBA deal puts tech giant among the league’s highest-paying sponsors
The NBA’s multi-year sponsorship deal with Microsoft, signed in April, places the technology giant among the highest-spending brands on the NBA’s roster.
Wilson’s NBA comeback marks Spalding’s step away from licensing
Sporting goods brand Wilson met a list of requirements that went “beyond the transactional” in its bid to replace rival brand Spalding as the NBA ‘s ball supplier from July 2021, SportBusiness understands.
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Greek Super League agrees package and terms of Interwetten title deal
The Greek Super League board has signed off on a title sponsorship deal with online gambling operator Interwetten.
The deal is worth about €6m ($6.6
Sevilla fills sleeve position with major Valvoline deal
Spanish football club Sevilla has filled its empty shirt sleeve position, striking a significant deal with US motor oil company Valvoline
Everton nets lucrative Cazoo shirt sponsorship with women’s and youth rights still to sell
English Premier League club Everton has struck a three-season deal to make online car retailer Cazoo its new shirt sponsor
Interwetten maintains portfolio with Hoffenheim, Wolfsburg renewals
Online bookmaker Interwetten has renewed its deals with two German Bundesliga clubs – TSG Hoffenheim and VfL Wolfsburg – until 2022-23.
Everton doubles yearly fee in Hummel kit supply agreement
Everton’s new kit supply deal, with Danish brand Hummel, will net the club almost double the income of its existing deal with Umbro.
SportBusiness understands the agreement is worth about £9.5m (€10.6m/$11.6m)
Watford net sizeable uplift from Kelme in deal ‘signalling global ambitions’
Watford’s new kit deal with Kelme – a first for the sportswear company in the Premier League – will land the club a larger fee, more freedom over design and a greater presence in China.
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