Matthew Williams

Ice hockey’s Champions Hockey League (CHL) has signed tire specialists GT Radial to its sponsorship portfolio in a contract brokered by the Infront agency.

The Rugby League World Cup 2021 (RLWC2021) has bolstered its sponsorship and licensing portfolio through deals with the National Lottery and golf ball brand Titleist

The organisers of the Birmingham 2022 Commonwealth Games have signed up PwC UK to the event's sponsorship portfolio. PwC becomes the Official Supplier of Professional Advisory Services to the Games

The International Ice Hockey Federation has become the latest sports property to sign Crypto.com as a sponsor

Lega Serie A has added the title rights to the 2021 Coppa Italia final to its long running association with telecoms operator Telecom Italia (TIM)

Argentina will become the first national football team to launch a fan token through the Argentine Football Association’s deal with blockchain provider Chiliz.

Lega Serie A has become the first major football league to take a step into the rapidly-growing NFT market. It hopes to utilise its deal with Crypto.com for the 2021 Coppa Italia final as a case study to convince its clubs to collectivise rights around NFTs, allowing for a longer term sponsorship agreement with the brand.

England’s Rugby Football Union has renewed its sponsorship with alcohol brand Guinness. The association first began in 2013 and will now continue until August 2025 across a four-year extension.

Cycling’s world governing body, the Union Cycliste Internationale, has added Italian sportswear company Santini as a sponsor of the newly-formed UCI Track Champions League.

Sweetspot Group, organisers of UK cycling events including the tour of Britain, has signed up cycling outfitters Pearl Izumi as a sponsor