Sponsorship & Marketing

A decline of matchday income brought on by the onset of the Covid-19 pandemic has led to a 65-per-cent decline in profits for clubs in Spain’s top-flight La Liga Santander and second-tier La Liga Smart B…

US-based internet hosting company GoDaddy is among the sponsors of the ongoing World Test Championship final after becoming the latest brand to have agreed a deal with the International Cricket Council

Betting operator Dafabet has become the first sports betting sector company to sponsor Brazilian Série A club and last season’s Copa Libertadores champions Palmeiras.

The National Hockey League has made helmet sponsorships a permanent commercial fixture after introducing the move as a trial during the 2020-21 season to help teams recoup lost revenues during the Covid-19…

Amaury Sport Organisation, the organiser of cycling's Tour de France, has signed up government-owned sports betting operator Française des Jeux as a sponsor of the forthcoming women’s tournament.

Guild Esports, the esports organisation that boasts David Beckham as an investor-influencer, has signed consumer technology brand Samsung as its official display partner in the UK and Ireland

Italian sportswear manufacturer Macron has agreed to become the new kit supplier to the British Basketball Federation

Online betting operator BK8 has said that it remains committed to establishing a presence in the football sponsorship sector despite the recent termination of its shirt sponsor deal with English Premier…

Formula 1 team Ferrari has signed Amazon Web Services as its official cloud provider

Italian banking group Intesa Sanpaolo has agreed a deal to become a sponsor of the National Basketball Association. Intesa Sanpaolo becomes the exclusive banking partner of the NBA in Italy

Wellness tech company Therabody signed two Australian sports league sponsorships this April, having entered the local market under its former Theragun corporate name in late 2019

Spanish LaLiga club Valencia CF will become the first sports team to promote Socios.com fan tokens on the front of their shirts from the start of next season

National Women's Soccer League expansion team Kansas City NWSL has struck a partnership with sports drink company BioSteel, which will become the team’s official hydration partner.

NBA players Young, Murray named Advisory Staff members to company

The International Cricket Council has signed up Jacob’s Creek as its latest sponsorship addition ahead of the World Test Championship (WTC) final.

Event promoter Amaury Sport Organisation has signed women’s Tour de France media rights deals with Eurovision Sport and French public-service broadcaster France Télévisions, with online mass participation tra…

Tennis Australia has appointed former Qantas and DHL executive Cedric Cornelis as its new chief commercial officer