Leicester City secures FBS as front-of-shirt sponsor in record deal
English Premier League club Leicester City has signed online trading company FBS as its new principal sponsor
Trek retains Segafredo as co-title sponsor of UCI WorldTour team
Italian coffee brand Segafredo has extended its title sponsorship presence in UCI WorldTour cycling
ESL adds Shopify to sponsorship portfolio
Esports company ESL Gaming has signed global e-commerce company Shopify as a new sponsor
Castore finalises Premier League entry with Wolves deal
Wolverhampton Wanderers has become the first Premier League club to announce a kit supply deal with UK-based sportswear manufacturer Castore
Infront secures Wolt as sponsor for 2021 IIHF World Championship
The International Ice Hockey Federation has added Finnish tech company Wolt as a sponsor in a contract brokered by the Infront agency, the exclusive media and marketing agency of the IIHF
Formula 1 signs fan pack agreement with Rocket League developers Psyonix
Formula 1 has signed a licensing based deal with video game developer Psyonix, creator of the popular Rocket League video game
Gazprom renews Champions League deal, expands into international competitions
Russian energy giant Gazprom has extended its sponsorship of the Uefa Champions League and expanded its association with European football’s governing body to include national team competition rights.
Liverpool adds fresh energy to sponsorship portfolio with Predator deal
English Premier League football club Liverpool has signed up energy drink brand Predator Energy to its sponsorship portfolio
Microsoft takes up Global Partner status at LaLiga in expanded technology-focused deal
Spanish football’s LaLiga has expanded its association with technology giant Microsoft in a deal that the two parties claim will “digitally transform football globally”.
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Borussia Mönchengladbach extends with sleeve sponsor Sonepar
German Bundesliga club Borussia Mönchengladbach has signed an extension with its sponsor, electronics wholesaler Sonepar.