Sponsorship & Marketing

Four of France’s flagship national sport federations have opted to utilise their own kit suppliers at the Paris 2024 Olympics rather than Le Coq Sportif, the central kit supplier signed up by the Paris 2…

Swiss e-commerce company Brack.ch has decided not to extend its long-running title sponsorship of the Challenge League, the second-highest division in Swiss club football

Cricket's Indian Premier League franchise Delhi Capitals has signed a deal to make its co-owners JSW Group the team's principal sponsor

Japanese bicycle component manufacturer Shimano has renewed its support of the Giro d’Italia cycling event after extending an agreement with race organiser RCS Sport.

Performance clothing brand Musto has signed a five-year sponsorship deal with World Sailing

Cleaning products brand Clorox has been named the official cleaning partner of the National Basketball Association and Women’s National Basketball Association in a multiyear agreement.

Insurer expands its tie to NFL team in decade-long venue pact

Market Sport Latam, the marketer of the TV advertising rights to South American qualifiers for the 2022 Fifa Men’s World Cup in Qatar, has agreed a deal with Israeli online sponsorship company Stads t…

Sportswear brand Puma will kit out both Australian rugby league’s State of Origin representative sides in 2021, adding the NSW Blues to its recently-signed agreement with the Queensland Maroons.

Sebastian Page, account director at CSM Hong Kong, says Tottenham Hotspur's Son Heung Min's on-and-off-pitch success underlines the special value of Asian stars in European football

The NBA signed up more sponsors than it lost after the shutdown in March 2020 Innovation and safety around the ‘NBA Bubble’ enhanced the league’s reputation Chi

This weekend's Diriyah E-Prix offers an opportunity for Saudi future-city project NEOM to reboot its sponsorship strategy after it lost two key deals in the esports sector. But will a partnership with the Mercedes EQ team succeed in repositioning the Kingdom? Ben Cronin talks to sports partnership director Neal Coupland.

Rugby Football Union chief commercial and marketing officer Simon Massie-Taylor explains how the organisation has kept sponsorship deals flowing, even while fans have been locked out of England international games. Matthew Williams reports.

Online grocery platform Instacart has been announced as the title sponsor for Phoenix Raceway's Nascar Cup Series race on March 14. The race will be officially called the Instacart 500.

The impact of the pandemic on football club finances was underlined again as Manchester United reported its second quarter results. United's matchday revenue was down 96 per cent year-on-year

Parties sign new 10-year contract extension for much-beloved facility

League's official mortgage provider gains LCS presenting rights

Weetabix has built upon its deal with the English Football Association by signing a deal which covers the rest of the home nations in the UK as well as the Republic of Ireland

DAZN has signed up Japanese Formula 1 driver Yuki Tsunoda as a brand ambassador to promote the OTT subscription platform in Japan

The Haas F1 racing team has unveiled Russian potash fertiliser producer and exporter Uralkali as its new title sponsor

South Korean streaming platform Afreeca TV has extended its rights to show live coverage of K League football, to cover the 2021 season

CrossFit has signed up sportswear specialists Nobull as its new title sponsor of the CrossFit Games

Uefa is searching for an external media agency to carry out a range of marketing promotions and services around its competitions and competition-related activities during the 2021-22 to 2023-24 cycle

The PGA Tour has announced a multiyear partnership with Maestro Dobel Tequila, which has been named the inaugural official tequila of the PGA Tour and PGA Tour Champions

Australian rugby league team the Newcastle Knights has agreed a back-of-jersey sponsorship with US health products company Isagenix International

Basketball Hall of Famer to help guide global merchandising giant

Brazilian football club Santos has signed up real estate development company STX as a sponsor

Business insurance brand Sentry have signed a five-year global sponsorship agreement with the United States Golf Association, the US golf governing body

Golf’s PGA Tour has become the latest sports property to team up with Amazon Web Services (AWS) in a deal that names the company as the official cloud provider of the organisation.

The Women's National Basketball Association's Seattle Storm has unveiled a new brand identity and redesigned logo.

Insurance company AIA Singapore has extended its title sponsorship of the Singapore Premier League until the end of the 2022 season, with an option to extend for a further three years

Lifestyle clothing brand Canada Goose has secured a multiyear partnership with the National Basketball Association, in which the company has been designated an official outerwear partner of NBA All-Star…

Major League Rugby has secured a multiyear agreement with American Airlines, which has been designated the official airline and travel partner of the league

French Ligue 1 club LOSC Lille has extended with its kit supplier, New Balance. The multi-year renewal builds on an association which first began at the start of the 2016-17 season

Motor racing's Formula One has signed up sparkling wine brand Ferrari Trento to its sponsorship portfolio

The Peruvian Football Federation (FPF) has agreed a deal with the Latin American arm of Swedish online gaming company Betsson for title sponsorship of the top tier of the domestic club game, Liga 1

Aston Martin has continued its sponsorship drive ahead of its return to the Formula 1 grid, claiming a first through a deal with cryptocurrency platform, Crypto