Sponsorship & Marketing

National Women’s Soccer League expansion team Kansas City NWSL has announced a partnership with health insurance provider Blue Cross and Blue Shield of Kansas City, which has become the official sleeve p…

Media group Discovery has signed a sponsorship contract with investment platform eToro ahead of the Tokyo Olympics

Thai energy drink Carabao has extended its title sponsorship agreement for the EFL Cup, English football’s league cup, for another two seasons.

Electronics specialist Panasonic has signed up tennis player Naomi Osaka as a brand ambassador in a two-year agreement

The All England Lawn Tennis & Croquet Club (AELTC), organiser of the Wimbledon Championships, has entered the non-fungible token market in a collaboration with 2013 and 2016 men’s champion Andy Murray a…

Japanese sports equipment manufacturer Molten has renewed its agreement with the Asian Football Confederation to become its official match ball supplier for the 2021 season

Campeonato Brasileiro Série A clubs Grêmio and Internacional have continued a policy of sharing shirt sponsors by agreeing deals with retail store chain Americanas.

W Series, the all-female motorsport competition, has introduced a team system for its second season with new car liveries introduced and team sponsors signed up in what has been described as an “innovative s…

When Formula 1 looked to restart its 2020 calendar following a Covid-enforced hiatus it wanted to provide more predictability to the exposure it could guarantee for sponsors. SportBusiness examines how the motorsport developed a machine learning tool for the task.

Nike has agreed a kit deal with the Big Bash League to supply all eight teams with playing and training wear for next season

Large collection of new sponsors help fuel robust network totals

The European Challenge Tour has named luxury watch band Rolex as title sponsor of the Challenge Tour Grand Final, the finale of the player development tour’s ‘Road to Mallorca’ season. I

Automotive retailer Peter Vardy Group arrived late at the discussion table late before outbidding rival offers to take up the Scottish Rugby Union’s front-of-shirt sponsorship rights in deal announced i…

Fan engagement platform Socios.com has continued its sports partnership drive after agreeing a deal with Campeonato Brasileiro Série A football club Corinthians.

Unibet, the Kindred Group’s online gaming brand, has unveiled a partnership with Nascar team Stewart-Haas Racing and driver Kevin Harvick to further grow its presence in the United States, specifically in…

Cryptocurrency exchange FTX has taken another significant step to enhance its presence within the global sports industry by striking a five-year international partnership with Major League Baseball

English Premier League football club Liverpool has signed up Japanese publishing company Kodansha as a new sponsor