Matthew Glendinning

Technology company Dell Technologies has signed a multi-year extension to its sponsorship deal with McLaren Racing, an association which began in 2018

Korean car brand Kia has extended its exclusive marketing partnership with the NBA for another multi-year term

European football’s governing body Uefa has invited interested parties to bid for its national team and “Euro only” sponsorship packages across eight categories spanning the 2022 to 2028 cycle. U

English Premier League clubs have taken pre-emptive action against Newcastle United to stop the club from sourcing lucrative sponsorship deals linked to the new Saudi ownership

The Sportfive agency has signed a multi-year marketing agreement with the NBA to represent the basketball organisation’s sponsorship business in Germany, Switzerland and Austria.

The National Basketball Association’s Los Angeles Lakers have become the latest NBA franchise to sign blockchain provider Socios.com as a sponsor.

Spanish bank CaixaBank has renewed as an official sponsor of Spanish LaLiga club Atlético Osasuna for the next four seasons.

The NHL’s Minnesota Wild has named the regional car dealership Twin Cities Toyota as the team's new helmet entitlement partner.

English Premier League club Manchester City has signed up Qualtrics as the club’s ‘Official Experience Management Software Partner’. T

Spanish LaLiga club Real Sociedad has concluded its search for new main shirt sponsor, having reached an agreement with mobile operator Finetwork for the remainder of the 2021-22 season.

Cryptocurrency exchange Binance has signed a major new agreement with Italian Serie A club SS Lazio, which includes main shirt sponsorship rights and the launch of a club fan token

The National Basketball Association’s Los Angeles Lakers has named asset management company DWS as the team’s ‘Official Global Investment Sponsor’ and its second international partner. The