Sponsorship & Marketing

The Korean KBO basketball league yesterday increased the number of fans allowed into games from 10 per cent of stadium capacity to 25 per cent - Naver

Riot Games’ League of Legends Championship Series (LCS) has struck a multiyear partnership with restaurant chain Buffalo Wild Wings, which has been designated the esports competition's official sports b…

US stock car racing series Nascar has struck a multiyear sports betting partnership with online gaming company BetMGM, which has been designated an authorized gaming operator of the organization.

The four-year extension to the International Olympic Committee’s TOP sponsorship with technology partner Atos – starting after the Tokyo 2020 Summer Games – was contracted at an increase on the previous deal,…

AC Milan has signed up Italian bank Banco BPM as the front-of-shirt sponsor of its women's team

Premier League club West Ham United has signed up trading platform business trading platform Bartercard as a sponsor of its women's team

Castore, the UK-based sportswear brand that recently moved into the teams kit supply sector in football through a deal with Scottish Premiership side Rangers, has appointed Pascal Lafitte as head of team…

Nike underperformed Wall Street expectations by more than $900m ($762

Betting operator Betway has signed as the new main shirt sponsor of Spanish LaLiga club Real Betis, after the early exit of online broker EasyMarkets from the role

Craig Sloan, executive vice-president of Home Team Sports, the Fox Sports-owned sales unit serving dozens of regional sports networks, details historic changes coming to advertising on sports television.

The president of the Football Kenya Federation (FKF), Nick Mwendwa has suggested gambling firm BetKing’s new title sponsorship deal for the Kenyan Premier League (KPL) can help the competition move past p…

James Thompson, senior account manager at Cake, looks at creative ways rugby union's sponsors can activate and leverage their partnerships as the sport prepares to return behind closed doors.

Matthew Glendinning explores how NBA licensing revenues have fared during the Covid-19 pandemic, with the basketball league taking many positives from e-commerce and esports

Germany will not allow fans into football stadiums until at least the end of October - Reuters/CNA Portimao in Portugal will host the final race of the 2020 MotoGP season - Reuters/CNA

The Board of Control for Cricket in India has secured Indian government approval to run this year's Indian Premier League in the UAE, according to league chairman Brijesh Patel

Newly-promoted Premier League club Leeds United has entered into a principal sponsor agreement with the SBOTOP brand in the largest commercial deal in the club’s history.

The Royal and Ancient Golf Club of St

Soft drinks company Coca-Cola has signed official supplier deals with French Ligue 1 outfit Lille OSC and Dutch Eredivisie club PSV Eindhoven

French electrical goods wholesaler Sonepar has upgraded its association with German Bundesliga football club Borussia Mönchengladbach to take on sleeve sponsorship rights, with the H-Hotels group downgrading …

Electronics and home appliances company, Hisense, has signed as a global sponsor of French Ligue 1 football club Paris Saint-Germain in a multi-year deal

Global sportsbook operator PointsBet has signed a multiyear, multifaceted sports betting partnership with sports ownership group Kroenke Sports & Entertainment (KSE)

Sports brand Umbro UK has signed a long-term sponsorship with the Williams Racing Formula 1 team as the ‘Official Technical Kit Supplier’ from the 2021 season.

Brazilian cash and carry operator Assaí Atacadista has renewed its title sponsorship of Brazilian Série A for a further three years until 2022.

French betting operator Française des Jeux (FDJ) has extended its sponsorship of Ligue 1 club Olympique de Marseille until 2022 with its sports betting brand ParionsSport.

The Beijing 2022 Winter Olympics and Paralympics have signed Sankeshu Paint as official exclusive paint supplier for the Games

The Board of Control for Cricket in India (BCCI) has suspended its high-profile sponsorship deal with Chinese mobile phone brand for the 2020 season

Premiership Rugby club Saracens has signed a sponsorship deal with Rentokil Initial to manage the club’s Covid-19-related hygiene procedures ahead of the 2019-20 season restart.

Insurance provider NTI has signed on as the official naming rights partner of the annual Townsville Supercars event through to 2022

The mass participation element of the London Marathon has been cancelled due to Covid-19, but the elite race will take place - BBC

The National Football League's Las Vegas Raiders have missed out on a potential 10-year, $30m commercial partnership with the Southern Nevada Water Authority due to the financial impact of the global Covid-19…

Google Australia made its third deal with the Australian Football League (AFL) in three years when it signed as an Official Partner of the AFL, including new rights to the AFLW women’s league, last month.

Seattle, Washington-based financial data and software company PitchBook has partnered with National Hockey League expansion team Seattle Kraken to become a venue partner and suite-level sponsor of the Climate …

Italian Serie A club Sampdoria has signed a six-year kit supplier agreement with Italian sports brand  Macron until 2026.

Food group Mondelēz International has signed a global sponsorship deal with Premier League club Chelsea in support of the Cadbury chocolate brand.

Next year's Tokyo Olympics will take place even if the Covid-19 pandemic is still underway, said Toshiro Muto, chief executive of the Games' organising committee

The National Basketball Association's Indiana Pacers have agreed a multiyear partnership with global sportsbook operator PointsBet, which has been designated an official sports gaming partner of the team

Turkish Süper Lig club Galatasaray has agreed a deal with specialist sports investment firm Capital Sports Media to sell, manage and service its sponsorship rights.