Sponsorship & Marketing
DFL secures licensing revenue boost; announces new NFT deals with OneFootball, Sorare, Topps
The German Football League (DFL) has announced that its total income from the awarding of licensing rights for stickers, trading cards and non-fungible tokens for the Bundesliga will reach in excess of…
PSG reveals Messi-inspired 13 per cent hike in sponsorship revenue
French Ligue 1 club Paris Saint-Germain experienced a 13 per cent increase in sponsorship revenue in the 2021-22 season, thanks largely to the presence of Lionel Messi in the championship-winning team
Series of sports entities joins Hyperice mental health initiative
Large group of leagues, teams, brands align with workplace-focused effort
CAA Sports to represent T1 esports team
South Korea-based esports team T1 Entertainment & Sports has appointed CAA Sports, the Los Angeles-based international marketing agency, as its exclusive sponsorship and endorsement representative
Investec adds men’s SA Open title rights to investment in golf
Financial services company Investec has furthered its presence in golf with the title sponsorship of the men’s edition of the South African Open Championship.
Ben Slack leaves Tennis Australia for commercial role at World Rugby
Sports marketing executive Ben Slack has joined World Rugby as the general manager of commercial after almost 10 years with Tennis Australia
McLaren Racing diversifies with Formula E entry
McLaren Racing has continued to diversify its motorsports portfolio by agreeing to enter electric racing series Formula E for the first time
Birmingham 2022 adds Reckitt as fifth top-tier sponsor
Health and hygiene products manufacturer Reckitt has agreed a deal to sponsor this summer’s Commonwealth Games in the English city of Birmingham.
Singapore Airlines adds three more years to Singapore GP title sponsorship
Formula 1’s Singapore Grand Prix will continue to carry Singapore Airlines as a title sponsor after the company extended its long-running association with the event.
My11Circle acquires title rights to Women’s T20 Challenge
The Board of Control for Cricket in India (BCCI) has awarded the title sponsorship rights for this year's Women’s T20 Challenge to Indian fantasy sports platform My11Circle.
Diamondbacks strike Casino Arizona, Talking Stick Resort deal
Major League Baseball's Arizona Diamondbacks have named Talking Stick Resort and Casino Arizona as the team's official casino and resort partners following an agreement with the Salt River Pima-Maricopa…
Land Rover extends Rugby Australia deal through 2024
Luxury automaker Land Rover Australia has renewed its commercial partnership with Rugby Australia until the end of 2024.
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Infront secures Gedik Investment sponsorship for Turkish Volleyball Federation
The Turkish Volleyball Federation (TVF) has signed up Gedik Investment to its sponsorship portfolio
Deutsche Telekom hitches DFB sponsorship renewal to media deals
Deutsche Telekom has extended its sponsorship of the German Football Federation (DFB) until 2024, allowing it to leverage the IP rights with existing media rights deals for major international tournament…
Galera.bet and GiroAgro sponsor Campeonato Brasileiro
Brazilian betting operator Galera.bet has signed a three-year deal as a master sponsor of the Campeonato Brasileiro, Brazil’s top-tier football league.
DFL innovation chief Heyden: clubs should leverage own sponsorship deals to implement 5G
Speaking to SportBusiness at the SportsInnovation conference in Düsseldorf, Andreas Heyden, executive vice-president of innovation at the DFL, explains why Bundesliga clubs should deploy 5G technology at their stadiums.
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Judge reverses decision in CBF, Sport Promotion legal case
The Brazilian Football Confederation (CBF) has claimed a win in its legal battle with the Sport Promotion agency after a judge opted to reverse a decision from earlier this week which stated that the governing…