Sponsorship & Marketing
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Four French federations pay compensation after snubbing Le Coq Sportif for Paris 2024
Four of France’s flagship national sport federations have opted to utilise their own kit suppliers at the Paris 2024 Olympics rather than Le Coq Sportif, the central kit supplier signed up by the Paris 2…
Ringier seeks new Challenge League title sponsor as Brack.ch signals exit
Swiss e-commerce company Brack.ch has decided not to extend its long-running title sponsorship of the Challenge League, the second-highest division in Swiss club football
Delhi Capitals extend with co-owner JSW Group as title sponsor
Cricket's Indian Premier League franchise Delhi Capitals has signed a deal to make its co-owners JSW Group the team's principal sponsor
Shimano extends Giro backing, Banca Ifis sponsors Italian classics
Japanese bicycle component manufacturer Shimano has renewed its support of the Giro d’Italia cycling event after extending an agreement with race organiser RCS Sport.
World Sailing adds Musto as official clothing partner
Performance clothing brand Musto has signed a five-year sponsorship deal with World Sailing
NBA secures Clorox, Bally’s partnerships
Cleaning products brand Clorox has been named the official cleaning partner of the National Basketball Association and Women’s National Basketball Association in a multiyear agreement.
Chiefs strike field naming rights deal with GEHA
Insurer expands its tie to NFL team in decade-long venue pact
European brands targeted for Conmebol qualifiers virtual advertising
Market Sport Latam, the marketer of the TV advertising rights to South American qualifiers for the 2022 Fifa Men’s World Cup in Qatar, has agreed a deal with Israeli online sponsorship company Stads t…
Puma doubles up State of Origin presence with NSW Blues deal
Sportswear brand Puma will kit out both Australian rugby league’s State of Origin representative sides in 2021, adding the NSW Blues to its recently-signed agreement with the Queensland Maroons.
Sebastian Page | Son’s success underlines enduring value of Asian players for European football
Sebastian Page, account director at CSM Hong Kong, says Tottenham Hotspur's Son Heung Min's on-and-off-pitch success underlines the special value of Asian stars in European football
NBA gains more sponsors than it loses in year after the shutdown
The NBA signed up more sponsors than it lost after the shutdown in March 2020
Innovation and safety around the ‘NBA Bubble’ enhanced the league’s reputation
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Saudi city of NEOM reboots its sponsorship strategy with Mercedes EQ team deal
This weekend's Diriyah E-Prix offers an opportunity for Saudi future-city project NEOM to reboot its sponsorship strategy after it lost two key deals in the esports sector. But will a partnership with the Mercedes EQ team succeed in repositioning the Kingdom? Ben Cronin talks to sports partnership director Neal Coupland.
O2, Allianz among the highlights as RFU maintains deal flow even as lockdowns bites
Rugby Football Union chief commercial and marketing officer Simon Massie-Taylor explains how the organisation has kept sponsorship deals flowing, even while fans have been locked out of England international games. Matthew Williams reports.
Instacart to sponsor Nascar Cup Series race at Phoenix Raceway
Online grocery platform Instacart has been announced as the title sponsor for Phoenix Raceway's Nascar Cup Series race on March 14.
The race will be officially called the Instacart 500.
Round-Up: Man Utd financials show Covid hit, KBO salaries drop, HK presses ahead with cycling Nations’ Cup, and more
The impact of the pandemic on football club finances was underlined again as Manchester United reported its second quarter results. United's matchday revenue was down 96 per cent year-on-year
Pirates, PNC extend naming rights for Pittsburgh ballpark
Parties sign new 10-year contract extension for much-beloved facility
LoanDepot begins to activate MLB sponsorship
League's official mortgage provider gains LCS presenting rights
Weetabix extends national team football presence across UK and Ireland
Weetabix has built upon its deal with the English Football Association by signing a deal which covers the rest of the home nations in the UK as well as the Republic of Ireland
DAZN signs up Tsunoda and Scuderia AlphaTauri in Japanese F1 push
DAZN has signed up Japanese Formula 1 driver Yuki Tsunoda as a brand ambassador to promote the OTT subscription platform in Japan
Haas F1 secures Uralkali as new title sponsor
The Haas F1 racing team has unveiled Russian potash fertiliser producer and exporter Uralkali as its new title sponsor
Round-Up: Afreeca renews K League streaming, Beijing 2022 boycott calls “doomed to failure”, burst of Korean sponsorship deals, and more
South Korean streaming platform Afreeca TV has extended its rights to show live coverage of K League football, to cover the 2021 season
CrossFit signs Nobull as Reebok title sponsor replacement
CrossFit has signed up sportswear specialists Nobull as its new title sponsor of the CrossFit Games
Uefa searching for external media agency for promotional activities
Uefa is searching for an external media agency to carry out a range of marketing promotions and services around its competitions and competition-related activities during the 2021-22 to 2023-24 cycle
PGA Tour names Maestro Dobel Tequila its first official tequila partner
The PGA Tour has announced a multiyear partnership with Maestro Dobel Tequila, which has been named the inaugural official tequila of the PGA Tour and PGA Tour Champions
Isagenix promotes fitness with Newcastle Knights sponsorship
Australian rugby league team the Newcastle Knights has agreed a back-of-jersey sponsorship with US health products company Isagenix International
Fanatics adds Magic Johnson to board
Basketball Hall of Famer to help guide global merchandising giant
Brazil’s Santos, Ceará add new shorts sponsors
Brazilian football club Santos has signed up real estate development company STX as a sponsor
Sentry signs as USGA’s sixth global partner
Business insurance brand Sentry have signed a five-year global sponsorship agreement with the United States Golf Association, the US golf governing body
AWS signs up with PGA Tour in latest cloud computing deal
Golf’s PGA Tour has become the latest sports property to team up with Amazon Web Services (AWS) in a deal that names the company as the official cloud provider of the organisation.
Seattle Storm unveils new logo, brand refresh
The Women's National Basketball Association's Seattle Storm has unveiled a new brand identity and redesigned logo.
Singapore Premier League renews AIA deal, explores Spurs links
Insurance company AIA Singapore has extended its title sponsorship of the Singapore Premier League until the end of the 2022 season, with an option to extend for a further three years
Canada Goose, NBA secure multiyear partnership for All-Star Weekends
Lifestyle clothing brand Canada Goose has secured a multiyear partnership with the National Basketball Association, in which the company has been designated an official outerwear partner of NBA All-Star…
MLR secures multiyear partnership with American Airlines
Major League Rugby has secured a multiyear agreement with American Airlines, which has been designated the official airline and travel partner of the league
Lille agrees renewal with New Balance
French Ligue 1 club LOSC Lille has extended with its kit supplier, New Balance.
The multi-year renewal builds on an association which first began at the start of the 2016-17 season
F1 swaps champagne for sparkling wine with Ferrari Trento deal
Motor racing's Formula One has signed up sparkling wine brand Ferrari Trento to its sponsorship portfolio
Betting operator signs up as Peruvian league title sponsor
The Peruvian Football Federation (FPF) has agreed a deal with the Latin American arm of Swedish online gaming company Betsson for title sponsorship of the top tier of the domestic club game, Liga 1
Sponsorship hat-trick for Aston Martin, including cryptocurrency first
Aston Martin has continued its sponsorship drive ahead of its return to the Formula 1 grid, claiming a first through a deal with cryptocurrency platform, Crypto