Sponsorship & Marketing
The Dallas Mavericks NBA basketball team has signed a jersey sponsorship deal with US-based financial services company Chime
Brazilian football club Flamengo has agreed an official sponsorship deal with multi-national oil and gas company Total
Italian sports brand Kappa has signed as the new kit supplier to German Bundesliga football club FSV Mainz 05 for five years from next season
Formula 1 team Haas F1 has signed up global brain technology MindMaze ahead of the 2020 season
Global licensed sports merchandise manufacturer and retailer Fanatics has signed a 10-year licensing deal with the University of Notre Dame to become the college's primary apparel, headwear, and hard …
League continues to strike ties with fashion and culture brands
Online trading platform FBS has signed a global sponsorship deal with LaLiga club Barcelona for four-and-a-half years, through 30 June 2024
Pay-television broadcaster Sky Sport New Zealand has signed a wide-ranging sponsorship and media-rights deal with the World Surf League
Spanish banking group Santander has agreed a deal with the International Motorcycling Federation (FIM) to support its Sidecar World Championship
Ajax’s Champions League run boosts visibility, but growth is underpinned by creative commercial team
Ajax's global popularity outstrips all of its domestic rivals, allowing the club to position itself as a brand platform for the Netherlands and beyond. Its chief commercial officer, Menno Geelen, tells Adam Nelson about the effects of Ajax's surprising run to the Champions League semi-finals, and how a creative commercial department has helped the club compete at the highest level.
Fifa's former director of marketing and current FIH chief executive Thierry Weil looks back on a year in which the hockey federation launched its own OTT platform and outlines his plans to monetise the new service. Ben Cronin reports.
Four Inside Track contributors from around the world reflect on what they saw as the key industry developments of 2019 .
In just a short amount of time, the Wizards have put themselves in prime position to become the NBA's most-popular team in Japan following the arrival of Rui Hachimura. Bob Williams discovers how they have done it.
Alaska Airlines has become the latest founding partner of NHL Seattle, the ice hockey league’s expansion franchise in the US city, with the deal including a significant naming rights component at its h…
The National Basketball Association is partnering with Apple Music and independent music label UnitedMasters to create the Base:Line playlist, which is designed to showcase up-and-coming hip hop artists
German Bundesliga football club Fortuna Düsseldorf has extended its main sponsor contract with German chemical and consumer goods company Henkel.
US sportswear company Nike has agreed a sponsorship deal with South Korean esports organisation T1 Entertainment & Sports
Major League Rugby has gained another commercial boost ahead of its third season by partnering with sports performance technology company Catapult Sports.
A lack of sponsorship revenue has been cited by the British Darts Organisation (BDO) as the reason for the prize money being significantly reduced at its 2020 World Darts Championship event
The US division of Japanese electronics company Mitsubishi Electric has agreed a five-year extension to its deal with the PGA Tour, an agreement that focuses on the golf organisation’s Champions tour f…
The English Rugby Football Union and Irish Rugby Football Union have extended partnerships with Champagne Bollinger and professional services group PwC, respectively
Sports drink brand BodyArmor has extended its multi-year league-wide partnership with Major League Soccer by aligning with 19 teams as well.
Canadian transatlantic rugby league team Toronto Wolfpack has extended partnerships with Air Transat and Metrolinx/GO Transit for the 2020 Super League season
German tennis venue the Gerry Weber Stadium will be renamed the OWL Arena in a contract involving up to 16 sponsors
Major League Soccer team DC United has extended its jersey sponsorship deal with government contractor Leidos through the 2021 season.
Madrid-based LaLiga club Getafe has extended its main shirt deal with real estate company the Tecnocasa Group
The National Lacrosse League has signed the first gaming partnership for lacrosse in the United States after announcing a deal with Roar Digital, the joint venture between MGM Resorts and GVC Holdings.
Coritiba has unveiled online betting and entertainment company MarjoSports as its main shirt sponsor for the 2020 season
A naming rights option to Everton’s proposed new stadium has been purchased by Russian billionaire Alisher Usmanov’s holding company USM.
Dutch Eredivisie football club PSV Eindhoven has confirmed German sportswear manufacturer Puma as its new kit supplier in a five-year deal
BKT, the Indian tyre manufacturer, is to give its name to French football’s Ligue 2 in a title sponsorship deal that will begin in 2020-21.
Indian Premier League T20 cricket team Sunrisers Hyderabad have agreed a title sponsorship deal with JK Lakshmi Cement for the forthcoming season
Ballpark rebranding follows SunTrust-BB&T merger creating new Truist moniker
The National Basketball Association's Atlanta Hawks have signed a multi-faceted, multi-year sponsorship agreement with leading US banking company Chase Bank
German car manufacturer Audi has signed off on a four-year sponsorship renewal with Bundesliga champion Bayern Munich in a deal thought to be worth between €50m ($54.8m) and €60m per year.
Italian football side Chievo Verona has added automotive brand Mitsubishi motors as its new main sponsor. The deal will run until the end of the 2019-20 season
UK government ministers have committed to reviewing the 2005 Gambling Act in a move which could have a significant impact on sponsorship revenues in British football