Sponsorship & Marketing

Scottish Premiership club Celtic has entered into a sponsorship agreement with global video technology company Dahua Technology

The University of Birmingham has signed up as a sponsor of the 2022 Commonwealth Games

Australian telco Telstra has signed as the official naming rights partner of the National Rugby League Women’s Premiership (NRLW) for the next three years.

OneFootball, the German-based digital platform, has signed off on a sponsorship and content deal with VBET that will see the online betting company’s services integrated within its Brazilian platform.

English Premier League club Aston Villa has signed up foreign currency exchange company Skilling to its sponsorship portfolio

Australia’s national airline Qantas is terminating its 30-year backing of Rugby Australia as the company battles deteriorating market conditions in the aviation industry.

The Indian Premier League's opening match this year drew a viewership of 200m on television on digital platforms, a BCCI official has said, quoting figures from India's official audience research bureau…

The National Hot Rod Association is taking legal action against Coca-Cola after the global soft drinks brand allegedly called time early on its title sponsorship of the NHRA Mello Yello Drag Racing Series

EA Sports Madden NFL 21 Championship Series (MCS21) will have the most corporate partners in the esports competition's history, it has been announced.

Ben Kensell, chief operating officer at Norwich City, tells Adam Nelson about how the commercial structure he has put in place offers the club a platform to bounce straight back after its relegation from the Premier League.

An upstart daily fantasy company with an unusual name and unconventional approach has quickly risen to prominence by challenging established market leaders DraftKings and FanDuel and striking a large series of team sponsorships.

Onur Yegenoglu, head of sport at KIN Partners, says that while Covid-19 has had a hugely negative impact on the sports industry, there are numerous opportunities that have arisen out of the pandemic

Self-confessed 'Olympophile' Lee Gibbons, managing director of the Sport Unlimited agency, explains why the values and strategies attached to Olympic sponsorships translate so well to today's market in response to the Covid-19 pandemic.

EA Sports Madden NFL 21 Championship Series (MCS21) will have the most corporate partners in the esports competition's history, it has been announced.

Spanish telecoms operator Telefónica has renewed its exclusive domestic broadcast rights agreement with Liga ACB, the top tier of Spanish basketball, for another three seasons.

Spanish LaLiga club Real Sociedad has signed a multi-year main shirts sponsorship with the fan engagement platform Iqoniq

The Swiss Handball Federation (SHV) has reported revenues of CHF7.04m (€6.54m/$7.69m) for the 2019-20 period, including CHF930,001 generated from the sale of sponsorship rights.

Italian Serie A club AC Milan has signed a renewal to its sponsorship contract with pharmaceutical brand Bioscalin. The association began in 2018 and will now extend until the end of the 2020-21 season

Esports organisation Riot Games has signed up premium car brand Mercedes-Benz as the latest sponsor for its League of Legends series

Sports betting provider bet-at-home has agreed a four-year contract to become the new presenting sponsor of Vierschanzentournee, the ski jumping showpiece otherwise known as the Four Hills Tournament

French carmaker Renault has become a second-tier official partner of the French Rugby Federation (FFR) and its national rugby union teams

Belgian football’s Pro League has signed an agreement with artificial intelligence-based sponsorship analytics platform GumGum Sports.

Stella Artois will not return as the lead beer partner for the 2021 Australian Open because the brand is being offloaded by its owner, Japanese drinks group Asahi

A consulting company working for the committee bidding to secure the 2020 Olympics hosting rights for Tokyo transferred $370,000 (€314,000) to Papa Massata Diack, the son of jailed ex-IAAF president L…

The Ultimate Fighting Championship has announced a partnership with recovery and performance technology brand Hyperice, which has been designated the organization's official recovery technology partner

French football club Paris Saint-Germain has signed up gambling brand 22Bet as a regional sponsor in Africa. The two-year agreement was facilitated on behalf of 22Bet by sports marketing agency Sportradar

Qatar-based logistics company GWC has signed as the first regional supporter for the 2022 World Cup in Qatar

Serie A club Inter Milan has contracted digital advertising company Aim Sports to introduce digital overlay technology at its San Siro Stadium from this season

The International Cricket Council has begun the tender process to select a host country merchandise licensing partner and an online merchandise partner for the Men’s T20 World Cup next year, and the M…

English Premier League club Newcastle United has signed a new shirt sleeve sponsorship with global investment house ICM.com in a two-season deal, from 2020-21 to 2021-22

Italian Serie A club Bologna has signed up several new kit sponsors for the 2020-21 season

The 2020 Indian Premier League T20 cricket tournament got underway on Saturday in the United Arab Emirates, after a six-month delay due to the Covid-19 pandemic

English Premier League club Aston Villa has signed Asian betting operator LT as the club’s new shirt sleeve sponsor.

Mercedes-Benz dealer Trivellato Industriali has extended and expanded its relationship with Italian Serie A oufit Hellas Verona to become the club’s sleeve sponsor.

Spanish football's LaLiga has added pizza delivery brand Telepizza as an official sponsor

Australian Super Rugby club, the Plus500 Brumbies, has extended its naming deal with online trading platform Plus500 for the 2021 season

Indian Premier League champions the Mumbai Indians have announced several new sponsorship deals and said their sponsorship income this season will match 2019