Sponsorship & Marketing
Euroleague and IMG’s fruitful marriage might need counselling
Euroleague Basketball and IMG are entering a crucial period of discussions with just two seasons remaining in their 10-year contract, and as the rights-holder eyes greater control over its commercial returns.
Betway extends EPL sponsorship footprint
Betway has furthered its Premier League presence via a global betting partner deal with Manchester City to add to similar agreements with Arsenal and Brighton, plus its West Ham shirt sponsorship.
Atalanta lands security of three-season shirt deal
Atalanta has profited from its rising commercial appeal on the back of winning the Uefa Europa League by landing a three-season shirt sponsorship with sparkling water brand Acqua Lete
Corinthians betting shirt sponsor secured after VaideBet exit
VaideBet terminating its record shirt sponsorship of Corinthians has not dissuaded the Brazilian club from doing business with betting operators, with rival Esportes da Sorte stepping into the breach.
Qatar Airways ups rugby presence in Lions deal
Qatar Airways has expanded its presence in rugby union through a sponsorship - brokered by Pitch International - of the British & Irish Lions tour to Australia next summer.
Yorkshire hires SGI for Headingley naming rights hunt
Yorkshire joins Warwickshire in entering the stadium naming rights marketplace, appointing Sporting Group International to seek out a new sponsor.
AFL, TGI Sport launch agency to manage LED signage
Nine months on from the Australian Football League (AFL) appointing TGI Sport to manage its in-stadia signage, both parties have established a new agency, Lumen8 Media, to take on the job.
McLaren wins out in F1 battle for Mastercard
Mastercard’s lengthy consideration of the F1 market has seen it enter into an agreement with McLaren Racing to become a ‘major sponsor’, following a process that saw several F1 teams jostle for Mastercard’s signatu…
Betway replaces DStv as PSL title sponsor
Gambling firm Betway has today been announced as the new title sponsor of South Africa’s Premier Soccer League in a three-year deal worth around R900m (€45m/$49m).
EXCLUSIVE: FedEx extends as Champions League sponsor
FedEx has extended as a global sponsor of the Champions League for a further three years, taking its association with Uefa past a decade, SportBusiness can exclusively reveal.
Betting sponsors claim majority of EPL shirt fronts
Two seasons before the English Premier League bans betting firms from front-of-shirt sponsorships, more than half of teams have secured a betting shirt sponsor ahead of the 2024-25 campaign.
World Lacrosse nets Nike, launches OTT platform
World Lacrosse's long-term sponsorship with Nike continues a rush of commercial activity that has also included the launch of an OTT platform with Sportall.
Mitre in as Nike lets go of A-Leagues ball supplier rights
Sporting goods giant Nike has ceded its ball supplier role with Australia’s financially troubled professional men’s and women’s football leagues to the English sports brand Mitre.
T
Strauss hints at more deals after Premier League entry with Liverpool
Germany-based workwear brand Strauss could expand its sponsorship portfolio after entering the Premier League football market via a deal with Liverpool
Indian tyre brands signal global ambitions with Leverkusen, ECB deals
Indian tyre brands Ceat and BKT have served notice of their international ambitions, announcing sponsorship deals with German Bundesliga champion Bayer Leverkusen and The Hundred, the England and Wales…
EXCLUSIVE: LA28 to sell auto category after Toyota’s TOP exit
The International Olympic Committee (IOC) has invited the organisers of the 2028 Olympic Games in Los Angeles to sell the auto category rights within the domestic programme in the wake of Toyota’s exit a…
Unrivaled women’s 3×3 league secures founding sponsor Ally Financial
The new women's three-on-three (3x3) basketball league, Unrivaled, has announced its first founding partner in Ally Financial.
New UWCL era to kick off with Two Circles in commercial box seat
The Two Circles agency and Uefa have finalised contracts for the global broadcast and sponsorship rights to the Uefa Women’s Champions League.