Sponsorship & Marketing

Global payments specialist Visa has called on fellow sponsors to demonstrate support for Olympic athletes impacted by the postponement of the Tokyo Games

The National Football League’s New England Patriots have announced a 10-year e-commerce partnership with global licensed sports merchandise manufacturer and retailer Fanatics, which will lead all online a…

Saudi Aramco, one of the world’s biggest oil and gas companies, will pay between $40m (€36.6m) and $45m per year for global partner rights to Formula 1 over 10 years from 2020 to 2029.

English Premier League club West Ham United's sleeve sponsor, investment firm Basset & Gold, has entered administration

Highlight Communications, the Switzerland-based media company, has reported a 1

Global endurance series Ironman Group has signed up virtual cycling app Rouvy as it develops its presence in simulated racing

Brands must be “smarter than ever” in landing their messages on digital platforms during the global Covid-19 crisis, according to a sports consultancy head.

Cricket South Africa is in talks with a potential new headline sponsor for the national team following confirmation that Standard Bank will stand down from the position in April

German banking and financial services company Deutsche Bank has expanded its relationship with Eintracht Frankfurt by taking on the naming rights to the Bundesliga club’s stadium.

The Covid-19 pandemic has hit Australia’s major sports with varying degrees of severity.

The LPGA once worried about the dominance of South Korean players in the women’s game. Now it embraces them as a means of driving the sport’s regional and global popularity. John Duerden finds out more.

Global agency president looks to work through current public health crisis, plan ahead for return of sports industry to full activity

Italian Serie A club AC Milan has added Cyprus-based trading platform ROinvesting as a new sponsor

German third-tier football club SpVgg Unterhaching will lose their main sponsor in June after foods supplier Frostkrone Tiefkühlkost exercised its option to terminate its contract at the end of June 2020.

The Sports Federation and Olympic Committee of Hong Kong, (SF&OC) has added Japanese instant noodle company Nissin Foods to its sponsorship portfolio

Global payments specialists Visa has provided the Olympic athletes it sponsors with assurance that contracts can be extended in line with the delay of Tokyo 2020

The Norwegian Ski Federation (NSF), already suffering financial losses as a result of the Covid-19 pandemic, has lost one of its key sponsors – the country’s largest civil engineering company Veidekke.

Australian National Rugby League (NRL) club Cronulla Sharks has been dealt a financial blow after major sponsor, rainwater products manufacturer Ace Gutters indicated it will halt payments on its deal

Nike’s launch of Euro 2020 national team kits for England, France and three other European countries were postponed this week because of the Covid-19 pandemic.

The overall value of the European sponsorship market by volume rose by 1

Global automotive manufacturer Porsche has added luxury watchmaker Tag Heuer as a sponsor of its virtual racing esports championship

Olympic sponsors are stressing the importance of continuity and a "safe" Tokyo Olympic Games following the IOC’s postponement of the Tokyo Games.

"Project 2020" will see classic baseball cards reinterpreted by a broad mix of modern artists

Middlesex County Cricket Club has signed up independent real estate consultancy Knight Frank as a major sponsor

A number of sponsors have recently agreed to support the International Motorcycling Federation’s (FIM) Motocross World Championship (MXGP) and since the rebrand of the series’ promoter from Youthstream to …

The Chinese Athletic Association and national track and field team have agreed a sponsorship deal with wearable technology brand Huami

Brazilian sports club Flamengo's esports team has been bolstered by the sponsorship of global computer and gaming equipment manufacturer, Redragon

A UK Member of Parliament has proposed that the 42 Scottish professional football clubs sign a charter agreement to stop all gambling sponsorships between clubs and operators

Korea's professional baseball league, the KBO, has renewed its long-running sponsorship with sports drink brand Pocari Sweat. The deal has been renewed for four years, from 2020 to 2023

The National Football League's Los Angeles Rams have unveiled a new brand identity, which is timed to coincide with the team's scheduled move to the $5bn SoFi Stadium for the start of the 2020 season

Games developer and Barcelona sponsor Konami has blocked the club's Sergi Roberto from participating in an e-sports football tournament, it is claimed

Global esports company Misfits Gaming Group (MGG) has signed a sponsorship contract with digital personal finance brand SoFi

The NBA’s strategy of non-exclusivity in the footwear and betting partner categories yielded both revenue and marketing value for the league before the NBA shutdown this month.

The Board of Control for Cricket in India and franchises in the Indian Premier League are meeting on Tuesday to explore the possibilities for completing the 2020 season, which is currently suspended until…

The National Football League's Tampa Bay Buccaneers have enjoyed an immediate merchandise sales spike following the arrival of legendary quarterback Tom Brady

The Australian Hockey Federation has renewed its naming rights deal with long-term sponsor, Fortescue Metals Group