Sponsorship & Marketing

Brazilian media group Globo has reclaimed rights to the Copa América after securing exclusivity in the country to next year’s tournament, while brewing giant AB InBev will sponsor the event through its Michelob Ultra brand.

The Football Association has appointed digital media executive James Gray as its new commercial director to replace Navin Singh who will soon take up a leading role with Six Nations Rugby

The German Football League (DFL) has been given the green light to re-enter talks with potential investors, after the smallest possible majority of Bundesliga and 2

The PGA Tour has entered into advanced talks with Strategic Sports Group (SSG), a consortium of US-based sports team investors that includes Fenway Sports Group (FSG), as an agreement with Saudi Arabia's…

The Premier League is in the market for a new beer sponsor after AB InBev gave notice that its Budweiser brand will not extend its Official-Partner-level deal when it expires at the end of the current season.

Carlsberg has extended its sponsorship agreement with Liverpool FC for ten more years, taking the longest-running sponsorship agreement in the Premier League into a fourth decade.

Swiss virtual advertising technology and service provider uniqFEED and United Arab Emirates-based sports marketing agency Esporsa have struck a partnership deal to provide virtual advertising technology…

Global tyre company Hankook Tire has been selected as the new tyre sponsor of the World Rally Championship (WRC) from 2025, the International Automobile Federation (FIA) has announced.

Genius Sports, the sports data and betting services company, today (Wednesday) launched what it describes as an industry first, a product that can identify solutions for fan advertising across multiple…

The continued absence of a title sponsor and long-term broadcast partner has thrown a spotlight on the financial plight of UK Athletics (UKA), which was spared from bankruptcy by Nike frontloading a significant…

Global consumer goods giant Unilever has added to its national team football sponsorship portfolio, agreeing a deal to sponsor Uefa Euro 2024

Confederation of North, Central America and Caribbean Association Football (Concacaf) sponsors Modelo, Qatar Airways, Toyota and Valvoline have stepped up their backing of the governing body by becoming the founding partners of its new W Gold Cup competition.

New Balance will take over from Adidas as the kit supplier to Brazilian club São Paulo from January 2024 in a deal that makes the sports brand exclusive to the club in Brazil.

Cupra, the Spanish car brand, has made its first move into the sport of sailing, signing up as a Global Partner of the America's Cup for the 37th edition of the blue riband race in Barcelona

French premium sportwear brand Lacoste has extended its long-standing sponsorship agreement with the ATP Tour as the men’s tennis competition’s ‘Official Outfitter’. The

The Orsen sports marketing agency has secured the contract to identify sports and entertainment sponsorship opportunities for Metavisionaries, the space research organisation staffed by former Nasa scientists.

Cricket Australia (CA) has upgraded deals with two existing sponsors – Toyota and HCLTech – on one-year contracts to fill the top two kit branding positions for the recently crowned men’s Cricket World…

The Australian Professional Leagues (APL) has announced a two-year extension of its sponsorship agreement with utility vehicle brand Isuzu UTE