Sponsorship & Marketing

US telecommunications giant Verizon has further deepened its commercial relationship with the National Football League, striking a new deal with the Detroit Lions to become the franchise's official 5G network.

Premier League club Manchester City has signed a multi-year ‘Official Partner’ agreement with Quidd, a subsidiary of Hong Kong software developer Animoca Brands.

Skyscanner, the online travel company, has selected women's team golf's Solheim Cup as the entry point for its first multi-year, global sponsorship deal in sport.

The Hungarian government has given its blessing to a controversial sponsorship deal between Russian energy firm Gazprom and the country’s leading football team Ferencváros, signalling its intention to continue relations with Russia despite its invasion of Ukraine.

Liverpool FC is poised to announce a new kit supplier deal with Adidas that will begin with the 2025-26 season, SportBusiness can exclusively reveal. 

Formula 1’s Scuderia Ferrari is set to announce Hewlett-Packard (HP) as its new title sponsor, securing a huge financial boost for the team ahead of an expensive 2025 season.

Blast, the international esports tournament organiser, has appointed former England & Wales Cricket Board (ECB) commercial executive James Brown as its new commercial director

Major League Baseball has continued to push its green credentials, announcing WM, a leading environmental services provider, as its first league-wide sustainability sponsor

Nascar has announced beverage company Liquid Death as an official partner of the motorsport series, making the drinks brand its first 'official iced tea sponsor'

The Brasileirão Série B 2024 kicked off with all matches shown live over the weekend, after a late completion of the broadcast picture in the country.

The dividends are starting to pay off for Rugby Australia's huge hosting programme as Cadbury has agreed a new six-year sponsorship to be the 'Principal Partner' of the women's national team, the Wallaroos.

French consumer credit company Cofidis will continue to sink more than €10m ($10.7m) per year into its men's, women's and paracycling teams through 2028, despite limited success on the road in recent years.

Chance, a subsidiary of Tipsport, has acquired title sponsorship rights to the top two divisions of Czech football, ending rival betting firm Fortuna’s backing of the leagues.

Portuguese Primeira Liga club FC Porto has agreed a 25-year deal with Spanish company Ithaka to sell 30 per cent of the economic rights to its Dragão stadium in return for a €65m ($69.2m) investment.

Endesa, the Spanish electrical utility company, has taken its financial commitment to basketball in the country beyond the €100m ($106.5m) mark, after today (Thursday) announcing new sponsorship deals with the sport's two biggest domestic institutions.

Global venture capital firm Cleveland Avenue has deepened its ties with WNBA side Phoenix Mercury by announcing an innovative revolving jersey patch sponsorship deal with the team.