Sponsorship & Marketing

Leading gaming operator MGM Resorts International has become a hospitality and strategic partner of the National Football League Players Association as part of a multiyear agreement, with the two sides…

The World Surf League has agreed sponsorship deals with Apple Watch and premium outdoor brand Yeti

Renewable energy company Greenko and lifestyle brand Core have agreed title sponsorship deals for Formula E events in India and Saudi Arabia, respectively

Dutch Eredivisie club Feyenoord Rotterdam has become the latest European football club to sign up performance sportswear brand Castore as its new kit supplier

The Alfa Romeo F1 Team has signed a ‘record-breaking’ new title partnership with Australia-based cryptocurrency casino and sports betting brand Stake, starting this season.

NASCAR has partnered with action-sports brand Hurley in a clothing collaboration for men's and women's beach and surf apparel

Sports retail, ecommerce, licensing and merchandise business Cube Partnership has agreed a deal for the licensed supply and production of official merchandise to motorcycling showpiece the Isle of Man…

Global payments company Mastercard has extended its sponsorship deal for the Copa Libertadores, while adding backing of the women’s edition of the South American club football tournament.

DAZN has withdrawn from its 10-year tripartite agreement with Infront and the European Handball Federation with the terms and inventory included in a new, restructured agreement with the sports marketing…

Kosmos Tennis, a subsidiary of the Kosmos investment group, claims to have taken its case to the Court of Arbitration for Sport in Lausanne following the termination of its 25-year agreement with the International…

Kelly Burgett and Alex Drymonakos, who previously worked in the analytics and marketing departments at energy drinks giant Red Bull, have announced the launch of Audience Labs, a new “insights-driven” spo…

Italian Serie A club Lazio has signed fire safety and suppression specialist AirFire as its sleeve sponsor for the remainder of the 2022-23 season

The Professional Fighters League (PFL) has secured a multiyear expanded partnership with independent premium liquor company Wolf Spirit in which Puncher's Chance Bourbon will continue as the official spirit…

The English Football Association has signed up beer brand Carling as a sponsor of its flagship men’s and women’s cup competitions.

AS Monaco has announced French headphones brand Viwone as a new sponsor until the end of the 2022-23 season

The University of Alabama's athletics department has extended its multimedia rights deal with Learfield in a 15-year agreement, marking one of the longest deals of its kind in American collegiate athletics

NASCAR has named Campari America-owned tequila brand Cabo Wabo as its inaugural tequila sponsor in a wide-ranging, multiyear agreement