Sponsorship & Marketing

New multiyear deal with insurer calls for several new content, marketing programs

The British Olympic Association (BOA) has signed up healthy food brand Whole Earth as a Official Supplier of Team GB ahead of the 2020 Olympic Games

The organising committee of the 2020 winter Youth Olympic Games in Lausanne has signed up supermarket chain Coop Suisse Romande as an official partner of the event

The National Hockey League has announced a multiyear extension of its partnership in the United States with liquor brand Jägermeister, which will remain the "official shot of the NHL”. Te

Uefa has invited tenders in the sports category, including the official match ball, for its men’s club competitions for the 2021-24 commercial cycle.

The W Series has secured its first major partner with the announcement that the ROK Group has further enhanced its presence in motorsport with its telco brand ROKiT Phones backing the fledgling women’s s…

Pay-television broadcaster Sky New Zealand has furthered its strategy of investing in the sponsorship of domestic sport by agreeing a long-term deal with New Zealand Rugby League focusing on the women’s g…

Health insurance company Cigna has signed as the official wellness partner of the World Rugby Sevens Series

Abu Dhabi airline Etihad Airways has agreed a deal to sponsor Mumbai City FC, the Indian Super League club that last month became part of City Football Group

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.

Opticians brand Specsavers used its title sponsorship of this summer’s Ashes series to focus on the resonances between its products and Test cricket, while a quick response to a Ben Stokes tweet showed the value in reactive marketing. Adam Nelson reports.

China’s General Administration of Sport has announced a new collective brand for all national sport named Team China. Zhang Dan investigates the new marketing initiative.

The organisers of the Beijing 2022 Winter Olympics have adopted a less-is-more approach to their domestic sponsorship programme. Zhang Dan reports on their progress in becoming the first city to host both the summer and winter Games.

Cricket South Africa (CSA) suspended chief executive Thabang Moroe on allegations of misconduct today (December 6) just hours after sponsor Standard Bank cited governance concerns at CSA for its decision…

Premier League club Manchester City has signed a new training kit sponsor, agreeing a deal with online gambling platform Marathonbet.

Formula One motor-racing team McLaren has signed a multi-year sponsorship deal with audio products manufacturer Klipsch

The Football Association of Ireland faces doubts over its relationship with one of its major sponsors after energy brand SSE Airtricity voiced concerns over recent issues facing the organisation

International Olympic Committee (IOC) president Thomas Bach has agreed that 2024 host city Paris should have free rein to regulate TOP sponsor Airbnb in accordance with its own laws

Italian sportswear brand Lotto has agreed a deal to sponsor Spanish esports organisation Team Queso. From next year, players and staff at Team Queso will wear Lotto apparel

The 2022 Beijing Winter Olympics organising committee has signed the People's Insurance Company of China as the Games' tenth official partner

Rawlings to share official glove rights with Wilson next year, take status exclusively in 2021

German insurance firm Europa Versicherungen has agreed a deal to sponsor handball’s men’s EHF Euro 2020 event, which will take place in Sweden, Austria and Norway.

German 2. Bundesliga football club Hamburger SV has renewed its sleeve sponsorship deal with the Popp Feinkost delicatessen

Real Madrid is said to be close to signing a training kit sponsorship with Turkey Tourism worth around €12m ($13.3m) per year.

Brazilian football club Santos has extended its sleeve sponsorship contract with agribusiness company Kicaldo until the end of 2020

Australian Big Bash League Twenty20 cricket franchise Brisbane Heat has struck a kit sponsorship deal with outdoor products retailer BCF

US stock car racing series Nascar has ushered in its new tiered sponsorship model by announcing that Busch Beer, Coca-Cola, Geico, and Xfinity will be the premier partners of the renamed Nascar Cup Series.

The Professional Jockeys’ Association (PJA) is looking for a replacement for long-serving sponsor Stobart following the end of its relationship with the logistics firm.

The International Cricket Council (ICC) has renewed its global partnership with Chinese smartphone manufacturer Oppo

Tottenham Hotspur and England footballer Dele Alli has appointed Base Soccer Agency, a division of global sports agency CAA Sports, for on-pitch representation

The Football Association of Ireland (FAI) is searching for a new main sponsor after telecommunications company Three Mobile decided not to renew its current contract which expires in July 2020

The European Tour has announced the three finalists for a technology incubator project designed to identify ideas that can increase engagement in golf

The 2022 Beijing Winter Olympics organising committee announced yesterday (Wednesday) that Beijing shopping mall Grand Pacific Department Store had signed on as its first diamond partner

Premier League football club Tottenham Hotspur has extended its sponsorship contract with luxury fashion brand Hugo Boss

The Oakland Raiders have signed a sponsorship deal with healthcare provider Intermountain Healthcare, which will gain the naming rights to the National Football League team's new headquarters and practice…

The Rugby Football Union (RFU) has posted group revenues of £213.2m ($297.1m/€251.4m) for the 2018-19 season, up by £40.8m

Major League Soccer team Philadelphia Union has extended its jersey partnership with baking company Bimbo Bakeries USA in a four-year deal through 2023