Sponsorship & Marketing

The National Hockey League has ended its search for a new sports drink sponsor in the wake of BioSteel's bankruptcy by signing a long-term agreement with BodyArmor

Riot Games has promoted David Mulhall to a global role overseeing its entire esports sponsorship portfolio in recognition of his work building the commercial strategy for the Valorant Esports property.

Puma's longstanding relationship with the Jamaica Athletics Administrative Association (JAAA) could be tested amid reports of a new kit supplier deal tabled by rival Adidas.

Sports Direct, the retail chain controlled by former Newcastle United owner Mike Ashley, has failed in its attempt to convince a UK competition tribunal that the club should be obliged to distribute next…

Creative Artist Agency (CAA) has created elevated roles for many of its senior executives, including four major figures from its sports operation, as the agency continues to restructure under the ownership…

MotoGP will continue to be run as a separate business to Formula 1 and there is unlikely to be any bundling of the media or sponsorship rights to the two properties following Liberty Media’s acquisition of the motorcycling series.

The arrival of a third Japan-linked sponsor for the Los Angeles Dodgers since the signing of superstar Shohei Ohtani is adding new commercial impetus for the Major League Baseball side.

The Uruguayan Football Federation (AUF) is to launch a kit supply tender later this year after signing a short-term deal with Nike for the upcoming men's Copa America.

The Association of Tennis Professionals (ATP) has announced a new multi-year sponsorship agreement with Yokohama Tire.

Under Armour has shed the Auburn Tigers from its once bulging college sports portfolio just days after Kevin Plank – the architect of the brand’s original college sports team acquisition programme – returned to his seat as chief executive.

The Mexican Football Federation (FMF) has announced a sponsorship deal with Chilean wine Casillero del Diablo for Mexico's annual US 'MexTour' in a deal that encompasses the men's and women's national…

The Women’s National Basketball Association (WNBA) has signalled its continued support for women’s reproductive freedom by agreeing a sponsorship deal with over-the-counter birth control product Opill.

McLaren Racing has extended its sponsorship agreement with British American Tobacco (BAT) despite having previously faced criticisms for the association.

With restrictions on gambling in Brazil loosening, the Campeonato Brasileiro Série A has its first title sponsor from the betting category in the form of Greece-based Betano.

Progressive Insurance has reinforced its top-three position in the US car insurance sector by extending its stadium naming-rights deal with baseball’s Cleveland Guardians through the 2036 season. 

Anheuser-Busch InBev's strategy to position Michelob Ultra as the aspirational sports beer of choice has been further cemented through the company's renewal of its sponsorship deal with the PGA of America.

G2 Esports, one of the few profitable teams in the gaming industry, has appointed former Logitech G and Dreamhack executive Henning Christiansson to be its new commercial director as it looks to move on from a period of upheaval.

Global bank Barclays is believed to be close to finalising a title sponsorship renewal with the Women’s Super League (WSL). The Daily Telegraph has reported that the bank is set to pay £9m ($11.4m/€10.5m)