Sponsorship & Marketing

American superstar gymnast Simone Biles has ended her long-standing relationship with Nike to strike a new apparel partnership with Gap's Athleta brand

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 has built on its long-term association with logistics company DHL through a new race title sponsorship deal

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.

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 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

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, the recovery and performance technology company, has appointed Ultimate Fighting Championship strawweight champion Weili Zhang a as a global ambassador

Leicestershire County Cricket Club has signed up energy consultancy business Energetics-Energy as a new official partner for the 2021 season

The Dentsu agency has extended its long-running commercial rights relationship in Japan with the Asian Football Confederation to cover the 2021-24 cycle

France’s Professional Football League (LFP) has secured Kipsta as its new ball supplier.

Badminton equipment brands Victor and Yonex will supply the Badminton World Federation’s flagship events from 2022 to 2025.

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…

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.

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

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…

Surrey County Cricket Club has extended and expanded its sponsorship contract with wealth management firm JM Finn