Matthew Glendinning

The Sportfive agency has been named as the ‘Official Sales Partner’ for EA Sports FC, the first iteration of the newly branded football video game, formerly known as the Fifa series.

French optical lenses company Krys has renewed as a Major Partner of the Tour de France and the main sponsor of the white jersey, the classification for young riders, until 2026.

Chinese home appliance group Midea has extended its global sponsorship with the newly crowned Premier League champions Manchester City

Uefa is inviting sponsorship bids from companies in the branded watch category for Uefa men’s club competitions for the 2024-27 commercial cycle.

Chelsea has announced a sponsorship agreement with analytics software company Fico, which becomes the the 'Primary Official Partner' of the Premier League club’s 2023-24 pre-season tour.

Unilever has signed a multi-year deal with Fifa making personal care brands Rexona, Dove, Lifebuoy and Lux 'Official Sponsors' of this year's Women’s World Cup.

Information technology company CDW has signed as the ‘Official IT Services Supplier’ to the 2023 Ryder Cup.

Consumer credit and mobile banking group Cofidis has extended its sponsorship of Spain’s La Vuelta Grand Tour cycling event for two more years until 2024.

Mondelēz International-owned snack brand Fonzies has renewed its sponsorship agreement with the Italian Football Federation (FIGC) for the four-year cycle from 2023 to 2026.

Škoda has announced a five-year extension of its long-standing role as ‘Official Main Sponsor’ of the IIHF Ice Hockey World Championship for the next five years, from 2023 to 2027.

Premier League club Liverpool FC has announced a new official retail partnership with All Star Partners (ASP), a sports and e-commerce retail company in China

German Pharmaceutical manufacturer Ursapharm has extended its sponsorship of Bayern Munich for another three years, from 2023-24 to 2025-26