Sponsorship & Marketing
GDM picks up LaLiga IP rights in China in exclusive five-year deal
Chinese sports company Global Dynamic Media (GDM) has secured the intellectual property rights for LaLiga in China for the next five years
Pursuit of early mover Autohero pays off for PSG
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 expands BWT association in latest sponsorship boost
Formula 1 has expanded its association with water treatment company Best Water Technology (BWT) to make the company its 'Official Water Technology Partner'
PlayStation’s Champions League association continues for 2021-24 cycle
European football governing body Uefa has renewed its sponsorship deal with electronics giant Sony’s PlayStation brand.
Allianz widens Barcelona sponsorship from regional to global deal
Insurance group Allianz has upgraded its sponsorship of Spanish LaLiga club Barcelona from a regional deal to a global agreement
TaylorMade strikes three-year sponsorship deal with PGA of Australia
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 reaping benefits of Barber’s community focus
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.
Borussia Dortmund renews China regional beer sponsorship with Würenbacher
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 signs Berlin ePrix title sponsorship
BMW i, the sustainability focused sub brand of automotive manufacturer BMW, will be the title sponsor of the 2021 Berlin ePrix
Racing League looks to engage new audiences and reduce dependence on betting levy
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.
Celly joins growing AC Milan portfolio
Italian Serie A club AC Milan has signed the Italian smartphone accessories brand Celly as a new sponsor
PFL partners with HotelPlanner
The Professional Fighters League has partnered with travel technology company HotelPlanner to become the organization's official hotel booking partner.
Johor Darul Ta’zim agrees deal with Aston Martin Racing Asia
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.
Rangers make Vitality latest sponsorship addition
Scottish Professional Football League club Rangers has signed up insurance company Vitality as a sponsor
Wolves unite with Evil Geniuses as owner Fosun takes minority stake
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…
Therabody makes esports play with NRG in Excel-brokered deal
Technology wellness company Therabody has signed as the ‘Official Recovery Partner’ of competitive esports team NRG and its Overwatch team the San Francisco Shock.
Deloitte European football study: Covid sparked 13-per-cent market contraction
The Covid-19 pandemic resulted in the European football market contracting 13 per cent to overall revenues of €25.2bn ($29.9