Sponsorship & Marketing

French Football club Toulouse has added French moving and storage service DMax to its sponsorship portfolio. The deal includes sleeve sponsorship of the Ligue 1 side’s kit.

Scottish kit brand Endura will pull out of its partnership with road cycling WorldTour team Movistar at the end of 2019 because world cycling’s governing body has constrained its technical innovation p…

Qatar-based bank Commercial Bank has extended its title sponsorship of the European Tour-sanctioned Qatar Masters golf tournament until 2022

The NBA’s Utah Jazz has extended its jersey patch deal with software brand Qualtrics in support of the ‘5 For The Fight’ cancer research campaign. T

The London Marathon will begin searching for a new title sponsor after financial services brand Virgin Money decided not to renew its contract with the event

Telco TIM has enhanced its association with the Italian Football Federation (FIGC) by agreeing a wide-ranging two-season deal encompassing media and sponsorship rights focusing on the women’s game.

Global track cycling series Six Day Series has signed Czech company Kalas Sportswear as its first Global Partner

Online gambling company BetVictor has renewed its sponsorship of The Gold Cup at Cheltenham Racecourse’s November meeting until 2021.

Brazilian football club Flamengo has extended its agreement with online gaming operator Sportsbet.io. The pair previously entered into a one-year digital sponsorship deal in July 2018

Parasport hasn’t always been able to garner the sponsorship it needs, despite the best efforts of its international and regional organisers. Total’s sponsorship of BWF’s Para-Badminton World Championships is a good case-study of how a win-win solution can be found.

Despite NBA commissioner Adam Silver’s best efforts, the wound from Daryl Morey’s pro-Hong Kong protest tweets will have lasting repercussions on the future of basketball in China, not least among fans and sponsors. Industry insiders in China tell SportBusiness about Chinese sentiment on the ground.

Health insurance provider Vitality has developed a reputation for promoting participation and inclusivity in sport through its extensive sports sponsorship portfolio. Chrissy Fice, brand director for Vitality UK, explains the company’s sponsorship strategy.

Three Burmese businessmen and a former One Championship employee are trying to bring MMA's best-kept secret to the world, with a modernised twist. SportBusiness' Callum McCarthy finds out more.

Australian gambling and entertainment group Tabcorp has signed a multi-year agreement with the National Basketball Association to show the NBA TV channel in more than 4,400 retail and entertainment venues…

Federal lawmakers in the United States are looking to introduce a bill that could make it possible for all US college athletes to earn endorsement deals as early as January 2021

USA Triathlon has become the first US Olympic or Paralympic national governing body to partner with a CBD (cannabidiol) manufacturer after signing a deal with Pure Spectrum CBD through 2023.

Major League Soccer team New York City FC has signed a multi-year partnership with Brooklyn-based removals company Dumbo Moving and Storage

Norwegian transport operator Vy has signed on as the main sponsor of Ski Tour 2020, a new venture for the International Ski Federation’s (FIS) Cross-Country World Cup that groups together events in Norway a…

Big Bash franchise Melbourne Stars has renewed its agreement with global smart phone manufacturer Oppo

Premium virtual advertising company Supponor has signed a long-term deal with LaLiga club FC Barcelona to provide digital overlay technology for the club’s perimeter advertising inventory.

NBA team Miami Heat has extended its association with American Airlines to a global level, with the brand now serving as the team’s official airline and international marketing partner.

Premier League club Liverpool FC has cited sportswear brand New Balance's inability to reach the distribution levels of rival Nike in a High Court battle which began on Friday October 18

Brazilian president Jair Bolsonaro has tweeted his determination to terminate the partnership between national oil company Petrobras and the McLaren F1 team

Global milk products conglomerate Ausnutria Dairy has announced a brand partnership with the China Tennis Association, as part of which it has committed to donate ¥100m ($14.1m/€12.6m

The Asian Football Confederation is looking to recruit a head of media rights and a head of sponsorship to support the recently-appointed commercial director Andrew Rogers

The Transat, the world’s oldest professional solo sailing race, has a new title sponsor in French banking brand CIC.

Global financial institution ING has signed up as the title sponsor of the Turkish Basketball Super League

The England and Wales Cricket Board (ECB) has added health and life insurance company Vitality to the sponsorship portfolio for its new short format competition, The Hundred

City Football Group (CFG), which owns English Premier League champion Manchester City, has signed up Cisco as the official technology partner of the group

Global partnership marketing agency Lagardère Plus has been appointed by vehicle manufacturer Volkswagen to manage its hospitality and ticketing across its sponsorship portfolio in German football.

Vietnam battery brand Pinaco has signed an agreement with the Philippine Southeast Asian Games Organising Commitee to take a platinum-level sponsorship for the upcoming SEA Games and Asean Para Games

The National Women’s Hockey League has signed the Montreal-based Rocket Sport as its latest commercial partner.

The National Lacrosse League has announced a new multi-year partnership with New Balance-owned premier equipment provider Warrior Lacrosse

Leading footwear and apparel manufacturer Nike has been named the presenting partner of the NBA Mexico City Games for the third consecutive season.

Indian Premier League cricket team Kings XI Punjab has signed financial exchange service EbixCash as its new Main Sponsor. The agreement comes ahead of the IPL 2020 season and will run for three years

National Women’s Soccer League team Portland Thorns have announced a partnership with Portland-based cannabidiol (CBD) company Social CBD. It is the first deal between a CBD brand and an NWSL club.

Bayern Munich has named Los Angeles-based personalized nutrition company Vejo as its official sports nutrition smart blending device in North America, Germany, Austria, and Switzerland.