Sponsorship & Marketing

Insurance company SBI Life has become the latest addition to the sponsorship portfolio of the Board of Control for Cricket in India (BCCI)

Puma has consolidated its presence in Formula 1 via the renewal and upgrade of its long-term deal with Scuderia Ferrari

Heineken’s non-alcoholic beer brand Heineken 0.0 will not extend its sponsorship of the Uefa Europa League and Conference League after its current deal expires at the end of the 2023-24 season.

The Chicago Bulls, one of the most recognisable brands in world sport, is recruiting for a director of international sales to drive a new revenue stream for the National Basketball Association franchise

Vodafone Ireland has extended its principal sponsorship of the Ireland men’s rugby team in a four-year deal with the Irish Rugby Football Union (IRFU).

Ron Erskine, the experienced commercial executive who counts the Octagon and CSM Sport & Entertainment agencies as former employers, has joined Aston Villa as chief commercial officer (CCO)

Premier League side Liverpool has added its third new sponsor in recent months with the signing of global delivery service UPS

The Florida Panthers of the National Hockey League has turned to one of its strongest commercial partners, Amerant Bank, to become the new naming-rights partner of its arena

The absence of blue-chip brands at last weekend’s Davis Cup matches across Europe is the surest sign yet that the format is dead and a leadership change is required at the International Tennis Federation (…

Pay-TV broadcaster beIN Sports has once again been forced to curtail some of its live football output in France because of legislation pertaining to online financial trading firm Plus500.

Italian banking firm UniCredit has been announced as a Global Partner of sailing’s 37th America’s Cup, marking its first major deal since it decided not to renew as an official Uefa Champions League spo…

The All England Lawn Tennis and Croquet Club (AELTC) has appointed Sara Hunter, formerly of the English Football Association, as its head of brand partnerships and hospitality for the Wimbledon Championships

The Australian Football League (AFL) has today (Monday) announced a four-year extension of its title sponsorship deal with Toyota

Media and sponsorship rights to the Asian Football Confederation’s flagship competitions will be sold by Asia Football Group (AFG), a new single-client entity set up following the termination of the A…

Uefa has completed its national sponsor tier for the men’s Euro 2024 tournament with the announcement of a deal with German poultry producer Wiesenhof.

The Asian Football Confederation (AFC) has terminated its exclusive eight-year commercial rights contract with Football Marketing Asia and is poised to appoint a new special purpose vehicle likely to comprise…

Canadian sports drink BioSteel, a sponsor of the National Hockey League (NHL), has announced that it has sought and obtained "an initial order for creditor protection from the Ontario Superior Court of…

The National Hockey League is considering making changes to its digitally enhanced dasherboards (DED) after complaints from fans during the technology's debut season in 2022-23