Sponsorship & Marketing

Wanda Sports Group, the sports unit of Chinese conglomerate Dalian Wanda, has said that it will not entertain discussions with the Professional Triathletes Organisation over its takeover bid for the Ironman…

The rebooted XFL has named The Action Network as its latest sports betting partner

With ballpark naming rights ending, brewing giant to gain several other entitlements

Cricket's Pakistan Super League (PSL) has signed up Chinese telco Oppo as a sponsor ahead of its 2020 edition

Scottish Squash has named Marc Hope, the experienced sponsorship rights sales executive, as a non-executive director with responsibility for financial and commercial areas

Spanish LaLiga football club Barcelona has teamed up with blockchain-based fan engagement company Chiliz, through which fans can interact via the Socios.com voting and rewards platform

Daily fantasy sports operator and gaming company DraftKings has announced multi-year partnerships with the National Basketball Association's Boston Celtics, Philadelphia 76ers, and Indiana Pacers

The International Table Tennis Federation has decided against awarding its commercial rights wholesale to an agency in its next cycle, and will instead use a combination of in-house expertise and agency…

US stock car racing series Nascar has announced a multi-year partnership with telco Verizon, designed in large part to improve the fan experience at its racetracks

If we thought we were obsessed with engaging Millennials, Gen Z present a whole new set of challenges and opportunities.

Why Premier League side Wolves has engaged Ipsos Retail Performance's footfall-counting technology in its club megastore. 

With top sponsors jumping ship, Football Federation Australia’s new CEO James Johnson faces a tough start to his new role. But there is confidence he has the know-how to turn things around. John Duerden reports.

With golf participation rates falling, M. James Ward looks at how the merchandise and equipment business is working to attract new audiences.

The United States Olympic & Paralympic Committe (USOPC) has signed global pharmaceutical company Eli Lilly as a sponsor the US Olympic and Paralympic teams in a deal also involves its broadcast rights-holder…

Spanish airline Iberia has become a sponsor of the Spanish Olympic Committee (COE) after an agreement was announced in Madrid

The Vietnam Football Federation is partnering with state-owned broadcaster Voice of Vietnam and local bank HDBank to run national futsal tournaments. The partnerships cover three years, 2020 to 2022

Boels-Dolmans Team, the powerhouse outfit of women’s cycling, has secured its long-term future with Belgian HR services provider SD Worx signing on as its new main sponsor.

The new McLaren Racing car for the 2020 Formula 1 season has revealed the next iteration of “dynamic branding” associated with the team’s extended and expanded deal with new principal partner British Ameri…

Italian football giants Juventus have expanded and extended their naming rights and sponsorship contract with global financial services company Allianz. The new deal is worth €103.1

Korean mobile device manufacturer Samsung has announced a special edition of its latest smartphone, the Galaxy S20+5G, that will only be available for Tokyo 2020 Olympic athletes

Multiyear agreement includes renaming of team training facilities

Indian multinational automobile manufacturing corporation Mahindra has signed a deal with Monumental Sports and Entertainment to become an official partner of the National Basketball Association's Washington …

Tipico, the Malta-based betting operator, has renewed its title sponsorship rights agreement with the Austrian Bundesliga until the end of the 2020-21 season

Superliga Argentina football club Independiente has renewed its kit supply agreement with global sportswear company Puma

Insurance brand Allianz is poised to end its Principal Partner deal with English rugby club Saracens one year early because of the salary cap scandal engulfing the club

Hana Bank, a subsidiary of the Seoul-based Hana Financial Group, has been announced as the title sponsor of this year’s World Team Table Tennis Championships, which will take place from March 22-29 in B…

Motor racing series Formula E has extended with long-term sponsor, luxury clothing and apparel brand Hugo Boss

The Malaysia Super League football competition has signed up Malaysian bank CIMB as title sponsor of its Super League competition

The English Football League, the organising body of the three leagues below the Premier League, has agreed a one-year extension to its sponsorship deal with Thai Airways (THAI)

German Bundesliga club FC Bayern has signed an official partner deal with battery and energy storage systems company Varta

Italian Serie A football club Napoli has agreed a two-season extension to its kit deal with Kappa, as the Neopolitan team seeks to strike a longer contract with the Italian sportswear brand

Insurer Momentum has agreed a four-year deal to be the main sponsor of the South African women's national cricket team. The deal starts immediately and runs until the end of the 2023-24 season

The Mumbai Indians have become the first Indian Premier League team to reach Rs100 crore ($14m) in sponsorship revenue, according to local newspaper the Economic Times

Major League Soccer expansion team Austin FC has named premium outdoor brand Yeti as its inaugural jersey sponsor in a multi-year deal

The Women’s Tennis Association (WTA) has appointed global marketing agency CSM Sport & Entertainment (CSM) as its new sponsorship sales agency.

French Top 14 rugby union club Stade Toulousain has renewed a sponsorship agreement with Fiducial, the France-based company that provides professional services to small businesses

British petrochemicals company Ineos has built on existing ties with Formula 1 team Mercedes by signing on as a principal partner, with team principal and chief executive Toto Wolff using today’s (Monday’s) ann…