Sponsorship & Marketing

Telco brands under the 3 Group umbrella will sponsor the MotoGP eSport Championship in a three-year deal, from 2020 to 2022

The Rugby League World Cup 2021 has signed up sportswear brand Kappa as its Official Apparel Sponsor

The Lagardère Sports and Entertainment agency has brought back the Sportfive name in a rebranding exercise following its takeover by H.I.G.

Japanese technology firm Yamaha has developed a smartphone application that lets fans cheer remotely from home for their teams playing in empty arenas

Japanese marketing giant Dentsu Group has withdrawn its earnings guidance for 2020 and is looking to make a 7-per-cent cut in global costs this year, as Covid-19 starts to affect its financial results

Snack brand Cheez-It has become the new title sponsor for one of the two college football bowl games held annually at Camping World Stadium in Orlando, Florida.

Esports publisher Riot Games will offer arena banners as an asset for sponsors of its League of Legends series for the first time

Barilla Group biscuit brand Ringo has signed as a sponsor of Italy’s national football teams for two years until the end of 2021.

World Athletics has signed a four-year agreement with Pinsent Masons that affords the London-based international law firm the role of athletics’ first official supplier of legal services.

Since LaLiga put internationalisation at the heart of its commercial growth plans in 2016, the Spanish league operator has increased its international presence to 84 countries and grown its sponsor portfolio five-fold.

Tom King talks to Razlan Razali, team principal of Petronas Yamaha SRT MotoGP team, about the growth potential for motorcycle racing in Southeast Asia.

The National Football League's Los Angeles Chargers, by offering a free team sponsorship through a new sweepstakes, are looking to reach out in a very different way to a local business community battered by the Covid-19 pandemic

The English Rugby Football Union (RFU) is searching for a new title sponsor for its Premier 15s women's league after crisp brand Tyrell's said it would not continue in the role

German sportswear company Puma has ousted Italian rival Errea from its long-term position as kit supplier to the Iceland national football team

New Zealand's National Basketball League has launched a direct-to-consumer global streaming service that will allow viewers outside of the country to pay to watch coverage of the competition

Major League Soccer's LAFC has been forced to seek a new naming-rights partner after restructuring its 15-year, $100.5m (€91.1m) deal with Banc of California.

The Portuguese Primeira Liga, the country's top-flight football league, will lose telecoms and pay-television broadcaster NOS as its title sponsor at the end of its contract

Swiss-Ski, the sport’s national governing body in Switzerland, has withdrawn its request to remove the iconic race in Wengen from the provisional 2021-22 FIS World Cup calendar as it seeks a resolution t…

French Ligue 1 side Metz has signed a three-year kit supply deal with Italian sportswear brand Kappa. The new agreement will run from 2020-21 to 2022-23

German Bundesliga football club FC Köln has extended the contract of its main sponsor REWE Group, the German supermarket chain.

The Lagardère Sports and Entertainment agency has released details of its new organisational structure following its takeover by H.I.G.

Irish horse racing’s biggest sponsor, the Irish European Breeders’ Fund (EBF), will increase its race prize-money contribution to €2.5m ($2.7m) f

Mexican football club Tigres UANL has signed up with football sponsorship platform Sponsor.Online. The club aims to expand its global presence via Sponsor

Australian Rugby League side South Sydney Rabbitohs has signed up food delivery service Menulog to its sponsorship portfolio

A leading agency marketer expects National Basketball Association sponsors to get behind innovative plans to resume the season at one or more central venues later this year

The future of the flagship FIS Ski World Cup race in Wengen is under threat because of a long-running row between organisers and Swiss-Ski, the national governing body, over the distribution of media and…

Sri Lanka's government has scrapped its plans for a new $40m cricket stadium after warnings from former national team cricketers that it would end up a 'white elephant' - Channel News Asia/AFP

Spanish football club Atlético Madrid has renewed its sponsorship agreement with health brand Herbalife Nutrition, the main sponsor of its women's team.

Esports organisation Astralis Group has signed up Danish sportswear company Hummel as its new kit and apparel supplier

Swiss watchmaker Omega has signed as the Official Timekeeper of the 36th edition of the America’s Cup in 2021.

There have been six positive Covid-19 tests from English Premier League players or club staff after the league's first phase of testing - Sky Sports

Everton’s new kit supply deal, with Danish brand Hummel, will net the club almost double the income of its existing deal with Umbro. SportBusiness understands the agreement is worth about £9.5m (€10.6m/$11.6m)

German carmaker Mercedes-Benz will not extend its naming rights deal with the New Orleans Superdome after July 2021

The president of the German football federation and the chairman of Bayern Munich are proposing a salary cap for professional football in Europe

The National Women's Hockey League expansion team in Toronto has been officially branded the Toronto Six

Leading disposable consumer products company Bic has become the official razor of USA Swimming and has signed individual partnerships with two United States Olympic gold medalists Katie Ledecky and Simone M…