Sponsorship & Marketing
Biles leaves Nike to partner with Gap’s Athleta brand
American superstar gymnast Simone Biles has ended her long-standing relationship with Nike to strike a new apparel partnership with Gap's Athleta brand
AELTC names former IMG and Universal executive Henderson as commercial director
The All England Lawn Tennis and Croquet Club (AELTC), organiser of the Wimbledon Championships tennis Grand Slam, has appointed former IMG and Universal Music Group executive Gus Henderson as its new commercial…
Formula E strengthens DHL ties with race title sponsorship
Formula E has built on its long-term association with logistics company DHL through a new race title sponsorship deal
Breeders’ Cup selects JMI Sports as exclusive sponsorship sales agency
US-based media rights and venue development company JMI Sports has been retained by the Breeders’ Cup as the exclusive sponsorship sales agency for the classic horseracing property.
Horizm converts Saracens as first rugby client
Saracens has become the first rugby union side to work with Horizm, the digital inventory management company, in a deal announced today (Friday)
Heineken USA strikes beer, hard seltzer partnership with UBS Arena
Heineken USA has become the exclusive beer and hard seltzer partner of UBS Arena, the new $1.1bn home of the National Hockey League's New York Islanders
NFL signs Valspar as UK sponsor in CSM-brokered deal
The National Football League has signed up paint brand Valspar as a regional sponsor in the UK, in a deal brokered by the CSM Sport & Entertainment agency
Hyperice names UFC champ Weili Zhang as global ambassador
Hyperice, the recovery and performance technology company, has appointed Ultimate Fighting Championship strawweight champion Weili Zhang a as a global ambassador
Energetics-Energy joins Leicestershire Cricket portfolio
Leicestershire County Cricket Club has signed up energy consultancy business Energetics-Energy as a new official partner for the 2021 season
Dentsu retains AFC commercial rights sales role in Japan
The Dentsu agency has extended its long-running commercial rights relationship in Japan with the Asian Football Confederation to cover the 2021-24 cycle
LFP fills ball supplier role with Kipsta
France’s Professional Football League (LFP) has secured Kipsta as its new ball supplier.
Infront brokers supplier deals with Victor and Yonex for BWF major events
Badminton equipment brands Victor and Yonex will supply the Badminton World Federation’s flagship events from 2022 to 2025.
AFC resets revenue expectations with FMA as sales drag on
The first events of the Asian Football Confederation’s 2021-24 commercial cycle began last week with media rights coverage gaps in Japan and most of the Middle East and North Africa, and only a couple o…
Toyota renews sponsorship of Giro d’Italia and other Italian cycling classics
Automotive manufacturer Toyota has renewed its agreement as the official car of the cycling classics organised by RCS Sport.
This includes the Giro d’Italia, which this year will begin on May 8.
Tribus maintains time is up on Liverpool sponsorship after ESL controversy
The fallout from the collapse of the European Super League concept continues with luxury watchmaker Tribus choosing to end its sponsorship of Premier League club Liverpool
World RX commercial entity established with Dirks named executive director
A new Munich-based commercial entity has been established to promote and manage the commercial aspects of the FIA World Rallycross Championship with Arne Dirks, previously managing director of German basketball’s B…
JM Finn names stand in new deal with Surrey Cricket
Surrey County Cricket Club has extended and expanded its sponsorship contract with wealth management firm JM Finn