Sponsorship & Marketing

Around 9,000 runners took part in the Shanghai International Marathon on Sunday - RTHK

The German Bundesliga’s newest sponsorship deal, with multinational confectioner Mondelēz International, will help “promote the league to a broader audience” and the activation plans are significant, accord…

Australian National Rugby League (NRL) club Melbourne Storm has extended its long-standing association with Japanese automotive brand Suzuki for another two years

International sports broadcaster Eurosport has teamed up with Ford to launch ‘Bring on Tomorrow’, a new digital content series that will investigate future innovations in motorsport as part of a wider mar…

Spanish LaLiga's Valencia CF has signed up pizza chain Papa John's as a sponsor. The deal will begin immediately and run until the end of the 2020-21 season

English Premier League club Leeds United has signed up electronics retailer Hisense as a sponsor

Sports brand Nike has upgraded its association with the Australian Football League’s Sydney Swans to become the team’s kit and footwear sponsor.

Chinese streaming platform Migu announced a three-year partnership with digital sports platform China Sports Zhibo.tv to produce content around domestic and international sports events - SportsMoney

LaLiga outfit Valencia is “very advanced” in the process of finding a new shirt sponsor for the 2021-22 season.

The R&A’s maintenance of event cancellation insurance “slightly eased” the burden of lost income from the cancellation of this year’s Open and Senior Open Asset

Jason Howarth, Panini America's vice-president of marketing, tells SportBusiness how the industry has looked to capitalize on the rising popularity and value of trading cards

Murray Barnett, former chief commercial officer for World Rugby and head of partnerships for Formula 1, explains why women’s football is sure to recover the commercial momentum lost as a result of the Covid-19 pandemic.

Stevenage FC were pleasantly surprised when news arrived of Burger King's interest in becoming its main sponsor. SportBusiness speaks to Stevenage chief executive officer Alex Tunbridge to hear about the journey the club has been on since the association with Burger King began in July 2019.

An invitation to tender has been issued for official ball suppliers to the final stages of French rugby union’s Top 14 and Pro D2.

The new Valorant Champions Tour esports series from games publisher Riot Games has named energy drink Red Bull and gaming chairs brand SecretLab as founding partners

Mobile telco China Mobile Migu has agreed a landmark sponsorship and media-rights deal for Asian Football Confederation competitions spanning the 2021-24 period

The Lawn Tennis Association (LTA) has signed up tennis equipment specialist Dunlop to its sponsorship portfolio

The Sportfive agency has extended its commercial agreement with 1. FC Heidenheim 1846 of German football’s second-tier 2. Bundesliga until the end of the 2027-28 season.

The NBA’s New Orleans Pelicans has named cashback rewards platform Ibotta as the team’s official jersey patch sponsor for the 2020-21 season.

The Sports Consultancy, the London-based sports events and rights consultancy, has been appointed by Liverpool City Council to develop the commercial strategy for the 2022 World Artistic Gymnastic Championships

Uefa and its Team Marketing agency have issued an extension to the deadline for companies to express interest in sponsorship packages for the Uefa Europa League and new Europa Conference League tournaments…

Wolverhampton Wanderers has become the latest English Premier League club to sign a sponsorship contract with Mondelēz International-owned confectionery brand Cadbury.

Euroleague Basketball and Turkish nut and dried fruit brand Tadim have extended their association until the end of the 2022-23 season

Global trading broker Capex.com has signed a multi-season deal as the 'Official Online Trading Partner' of Italian Serie A club Juventus

Mike Tyson's upcoming exhibition fight against Roy Jones Jr. at Staples Center in Los Angeles, California, has secured a sponsorship agreement with legal cannabis technology company Weedmaps.

France's National Rugby League (LNR) is the latest French sports rights-holder to sign up supermarket chain Intermarché to a sponsorship deal.

Jonathan Rigby, the former commercial director at British Cycling, has been chosen as the director of commercial, marketing and communications at the inaugural UCI Cycling World Championships to be held…

English Premier League club Wolverhampton Wanderers has expanded its association with utilities company Energy Angels

Chinese company DAS Security has become the 10th prestige partner of the 2022 Asian Games in Hangzhou, China, taking up rights in the official cybersecurity category

Hyperice, the leading recovery and performance technology company, has taken another significant step to expand its brand presence by signing a multiyear partnership with the National Football League

Spanish football club RCD Espanyol, which plays in the second tier, has signed up Asian gambling operator KTO as a regional sponsor

The International Equestrian Federation (FEI) has budgeted for a total of CHF26.4m (€24.3m/$28.9m) in commercial revenues in 2021, a 13.6-per-cent drop on the figure generated in 2019.

Indian broadcaster Sony Pictures Sports Network has signed 15 sponsors for India’s cricket tour of Australia.

Japanese sportswear company Asics has announced a new agreement with National Rugby League team Brisbane Broncos as the club’s official apparel partner for 2021 and beyond.

Sports marketing agencies Pitch Marketing Group and SDIsports have launched a joint venture to focus on the Fifa World Cups in 2022 and 2026

The three-round qualification tournament before the first round of the Australian Open could be axed to guarantee the grand slam will only be delayed one week – The Age S

Major League Soccer expansion team Austin FC has signed a wide-ranging, multiyear partnership with Texas-based supermarket chain H-E-B