Sponsorship & Marketing

NBA team aligns with Massachusetts-based digital security company

NFL team demonstrates its forward-thinking, internationally-minded outlook with the introduction of the its Member Inclusive Menu and establishment of a global supporters club. Bob Williams reports.

English Premier League football club Southampton has signed up cryptocurrency education platform learncrypto.com as its new training kit sponsor

Lululemon, the Canadian multinational athletic apparel brand, has been named as the new ‘Official Outfitter’ of the Canadian Olympic and Paralympic teams in a deal running from 2022 to 2028.

The UK government's review of its gambling law is likely to result in an outright ban on sponsorships by so-called ‘white label’ betting brands from overseas markets, particularly in Asia.

French oil and gas company TotalEnergies will continue to serve as the title sponsor of major events organised by the Badminton World Federation as part of an extended deal brokered by the Infront agency

The National Hockey League's Chicago Blackhawks have brought in Detroit, Michigan-based tire and vehicle service retailer Belle Tire as the team's new helmet partner

English Premier League club West Ham United has signed flash reflex training company BlazePod as a supplier.  The brand takes the designation of 'Official Visual Reaction Training Supplier'.

The Sportfive agency has teamed up with video game developer Ubisoft to develop an in-game integration of a Hamilton watch as part of the soon-to-be-released Far Cry 6 title

Supermarket chain Lidl has become a main sponsor of the Swedish Ice Hockey Association (SIF) in a five-year agreement

Global technology consulting firm Capgemini has become a major Ryder Cup sponsor in a six-year deal, starting this year as a worldwide supplier, and upgrading to a worldwide partner from the 2023 event…

Global cryptocurrency exchange FTX has strengthened its expansive sports sponsorship portfolio by striking a multiyear deal with the Mercedes-AMG Petronas Formula 1 team

The National Hockey League and leading global sports retailer Fanatics have opened a new 9,000-square-foot NHL Shop flagship store in New York City.

Organisers of the Badminton Horse Trials have signed up confectionery company Mars Incorporated and its equestrian sponsorship brand, Mars Equestrian, as its new presenting sponsor

A potential gambling sector ban on front-of-shirt sponsorships in UK sport is unlikely to come into effect until 2023 at the earliest, according to a national press report

British tennis star Emma Raducanu has been named a brand ambassador of US jewellery manufacturer Tiffany & Co

English Premier League club Arsenal has added multi-asset investment platform eToro to its sponsorship portfolio, furthering its presence in the football market through a multi-year deal with the North…