Sponsorship & Marketing

Chinese sports company Global Dynamic Media (GDM) has secured the intellectual property rights for LaLiga in China for the next five years

Paris Saint-Germain’s recent sponsorship deal with German online car retailer Autohero has highlighted the importance of approaching emerging sector brands early in their growth cycle, according to Marc A…

Formula 1 has expanded its association with water treatment company Best Water Technology (BWT) to make the company its 'Official Water Technology Partner'

European football governing body Uefa has renewed its sponsorship deal with electronics giant Sony’s PlayStation brand.

Insurance group Allianz has upgraded its sponsorship of Spanish LaLiga club Barcelona from a regional deal to a global agreement

Golf manufacturer TaylorMade has agreed a three-year sponsorship deal with the PGA of Australia as it seeks to build on the pandemic-inspired participation boom for the sport

Brighton & Hove Albion chief executive Paul Barber talks about the commercial philosophy that links his time working for the Football Association, the Vancouver Whitecaps in Major League Soccer and now the Premier League club. Ben Cronin reports.

German Bundesliga club Borussia Dortmund (BVB) has renewed its regional sponsorship deal for China with beer brand Würenbacher. The new deal covers two seasons, 2021-22 and 2022-23.

BMW i, the sustainability focused sub brand of automotive manufacturer BMW, will be the title sponsor of the 2021 Berlin ePrix

Ahead of the start of the inaugural season of the Racing League, SportBusiness looks at how the new competition is looking to achieve "positive disruption" in the UK horse racing market, as well as reduce the sport's dependency on the Horse Racing Betting Levy. Matthew Williams reports.

Italian Serie A club AC Milan has signed the Italian smartphone accessories brand Celly as a new sponsor

 The Professional Fighters League has partnered with travel technology company HotelPlanner to become the organization's official hotel booking partner.

Malaysian Super League football team Johor Darul Ta’zim FC (JDT) has struck a deal with Aston Martin Racing Asia that will see British car manufacturer release JDT-themed cars.

Scottish Professional Football League club Rangers has signed up insurance company Vitality as a sponsor

Wolverhampton Wanderers has agreed a wide-ranging tie-up with Evil Geniuses through which the English Premier League football club’s owner, Chinese conglomerate Fosun, has acquired a minority stake in t…

Technology wellness company Therabody has signed as the ‘Official Recovery Partner’ of competitive esports team NRG and its Overwatch team the San Francisco Shock.

The Covid-19 pandemic resulted in the European football market contracting 13 per cent to overall revenues of €25.2bn ($29.9