Sponsorship & Marketing
News
Visa calls on brands to follow its lead and support Olympic athletes
Global payments specialist Visa has called on fellow sponsors to demonstrate support for Olympic athletes impacted by the postponement of the Tokyo Games
New England Patriots, Fanatics sign 10-year e-commerce deal
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…
Aramco pays upwards of $40m per year to join F1 top tier
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.
West Ham sleeve sponsor Basset & Gold suffers administration
English Premier League club West Ham United's sleeve sponsor, investment firm Basset & Gold, has entered administration
Highlight’s sports and event sales up after higher Team Marketing commission
Highlight Communications, the Switzerland-based media company, has reported a 1
Ironman signs two new sponsors ahead of virtual racing series
Global endurance series Ironman Group has signed up virtual cycling app Rouvy as it develops its presence in simulated racing
Right Formula’s Fenwick: Smart and paid digital campaigns offer cut through in Covid-19 crisis
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 seeks new headline sponsor as Standard Bank deal runs down
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
Eintracht swaps one bank for another in stadium naming rights deal
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.
Mixed fortunes for Australian rights-holders amid Covid-19 crisis
The Covid-19 pandemic has hit Australia’s major sports with varying degrees of severity.
Women’s golf embraces South Korean dominance as a positive force in Asia and worldwide
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.
Octagon’s John Shea: The pent-up demand from a consumer standpoint will be there
Global agency president looks to work through current public health crisis, plan ahead for return of sports industry to full activity
AC Milan signs up ROinvesting to bolster sponsorship portfolio
Italian Serie A club AC Milan has added Cyprus-based trading platform ROinvesting as a new sponsor
3. Liga’s Unterhaching lose shirt sponsor as Covid-19 impact bites
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.
Hong Kong NOC signs up Nissin Foods despite Tokyo 2020 postponement
The Sports Federation and Olympic Committee of Hong Kong, (SF&OC) has added Japanese instant noodle company Nissin Foods to its sponsorship portfolio
Visa commits to Olympic athletes for 2021 Games
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
Norwegian Ski Federation loses Veidekke deal as financial losses bite deep
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.
Major sponsor of NRL’s Cronulla Sharks halts payments
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 postpones Euro 2020 national team kit launches as contracts scrutinised
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.
European sponsorship market worth over €30bn, says ESA report
The overall value of the European sponsorship market by volume rose by 1
Porsche strengthens Tag Heuer link through esports championship
Global automotive manufacturer Porsche has added luxury watchmaker Tag Heuer as a sponsor of its virtual racing esports championship
Sponsors restate commitment to ‘safe’ Tokyo Olympic Games
Olympic sponsors are stressing the importance of continuity and a "safe" Tokyo Olympic Games following the IOC’s postponement of the Tokyo Games.
Topps expands trading card line with artist collaborations
"Project 2020" will see classic baseball cards reinterpreted by a broad mix of modern artists
County cricket deals continue as Middlesex signs up Knight Frank
Middlesex County Cricket Club has signed up independent real estate consultancy Knight Frank as a major sponsor
Infront continues to sign up MXGP sponsors amid Covid-19 crisis
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 …
Chinese Athletics Association agrees sponsorship with Huami
The Chinese Athletic Association and national track and field team have agreed a sponsorship deal with wearable technology brand Huami
Simplicty Esports signs Flamengo sponsorship with Redragon
Brazilian sports club Flamengo's esports team has been bolstered by the sponsorship of global computer and gaming equipment manufacturer, Redragon
MP calls for Scottish football clubs to ban betting sponsorships
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
KBO renews sponsorship with Pocari Sweat
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
Los Angeles Rams unveil new logo, color scheme ahead of SoFi Stadium move
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
Konami ‘blocks two LaLiga players’ from charity Fifa 20 tournament
Games developer and Barcelona sponsor Konami has blocked the club's Sergi Roberto from participating in an e-sports football tournament, it is claimed
Misfits Gaming Group lands SoFi sponsorship
Global esports company Misfits Gaming Group (MGG) has signed a sponsorship contract with digital personal finance brand SoFi
Non-exclusivity the key to shoe and betting category NBA deals
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.
IPL 2020 fate in balance, economic consequences begin to be felt
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…
Tampa Bay Buccaneers enjoy merchandise sales spike following Brady’s arrival
The National Football League's Tampa Bay Buccaneers have enjoyed an immediate merchandise sales spike following the arrival of legendary quarterback Tom Brady
Australian Hockey extends long-term association with Fortescue Metals Group
The Australian Hockey Federation has renewed its naming rights deal with long-term sponsor, Fortescue Metals Group