Sponsorship & Marketing
LaLiga clubs report €77m net profit in 2019-20, hefty loss predicted in 2020-21
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…
GoDaddy strengthens ICC ties with WTC final sponsorship
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
Dafabet adds Palmeiras to portfolio, Betsul signs Internacional deal
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.
NHL helmet sponsorships now permanent after one-year trial
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…
FDJ expands cycling commitment to women’s Tour de France
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.
Samsung sponsors Beckham-fronted Guild Esports, Ralph Lauren backs G2
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
Macron to kit out EuroBasket-bound Great Britain, Kia ends ACB sponsorship
Italian sportswear manufacturer Macron has agreed to become the new kit supplier to the British Basketball Federation
BK8 still committed to breaking into football sector after Norwich controversy
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…
AWS furthers F1 presence with Ferrari deal
Formula 1 team Ferrari has signed Amazon Web Services as its official cloud provider
Intesa Sanpaolo takes over from UBI Banca as NBA sponsor in Italy
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
AFL and NRL deals highlight Therabody’s ‘significant investment’ in Australia
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
Socios.com fan token replaces Bwin on Valencia shirtfront in visibility asset first
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
BioSteel expands into US soccer landscape with Kansas City NWSL deal
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.
Wilson introduces new official NBA game ball
NBA players Young, Murray named Advisory Staff members to company
ICC continues sponsorship drive with Jacob’s Creek
The International Cricket Council has signed up Jacob’s Creek as its latest sponsorship addition ahead of the World Test Championship (WTC) final.
EBU, France Télévisions land women’s Tour de France, Zwift to be presenting sponsor
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 appoints former Qantas executive Cornelis as new CCO
Tennis Australia has appointed former Qantas and DHL executive Cedric Cornelis as its new chief commercial officer