Sponsorship & Marketing

Football
Media

DAZN has extended its contract with the Mediaset-owned Digitalia 08 for advertising sales around the subscription broadcaster’s live coverage of Italian football’s Serie A.
Football
Sponsorship & Marketing

The Saudi Super Cup is heading to the United Arab Emirates as part of a sponsorship deal between the Saudi Arabian Football Federation (SAFF) and the Department of Culture and Tourism (DCT) - Abu Dhabi.
Wrestling
Sponsorship & Marketing

Prime has announced a major new sponsorship with WWE that sees the hydration drink brand become the first ever to have its logo on the wrestling ring canvas.
Motorsport
Finance & Law

German car maker Audi has acquired 100-per-cent control of the Swiss Formula 1 team Sauber, ahead of its previously planned arrival in the sport in 2026
Rugby League
Sponsorship & Marketing

National Rugby League (NRL) team The Dolphins has become the first sports team in Australia to have a medicinal cannabis sponsor in Alternaleaf.
Cricket
Sponsorship & Marketing

Indian Premier League (IPL) franchise Gujarat Titans has completed its search for a new front-of-shirt sponsor after signing up fantasy gaming platform Dream11 to the role
US College Sport
Sponsorship & Marketing

Global experiences company Legends has announced a strategic partnership with name, image and likeness (NIL) collective-backer Blueprint Sports (BPSE) to provide Power Five schools with operational capacities,…
Mixed Martial Arts
Sponsorship & Marketing

The Ultimate Fighting Championship (UFC) has agreed to further extend its sponsorship deal with French sportswear brand Venum.
Cricket
Sponsorship & Marketing

India-based Advance Decorative Laminates has become the latest brand to employ a multi-team sponsorship strategy within cricket’s Indian Premier League (IPL) market.
Football
Sponsorship & Marketing

The Premier League has tightened its rules on its member clubs striking inflated sponsorship and transfer deals with companies and organisations connected to their owners
Football
Stadia

The Kansas City Current have unveiled features of its new home, CPKC Stadium, which the National Women's Soccer League side claims is the world's first purpose-built ground for women's professional sport
Football
Licensing & Merchandising

The German Football League (DFL) has announced an extension of its licensing deal with Mondelēz International as the confectionery company rolls out a different strategy to its approach in English football.
American Football
Sponsorship & Marketing

FanDuel has become an ‘Official Sports Betting Partner’ of the NFL’s Carolina Panthers as the state of North Carolina gears up for the launch of a sports betting market worth hundreds of millions of dollars per year.
Football
Sponsorship & Marketing

Fifa is locked in a dispute with Dalian Wanda, one of its highest-paying sponsors, and has ceased activating the company’s sponsorship rights after the company missed scheduled payments in its contract with the federation.
Motorsport
Sponsorship & Marketing

McDonald's, the US fast food giant, has become a sponsor of Formula 1 motor racing for the first time, signing a regional deal covering Latin America.
Athletics
Sponsorship & Marketing

World Athletics has named the nutritional supplements and snacks company Morinaga as the sixth Japanese sponsor of the World Athletics Championships to be held in Tokyo in 2025.
Football
Governance

Multi-club ownership (MCO) in women’s football is a necessity to growing the overall quality of the game and, eventually, commercial revenues, according to two leading protagonists.
Motorsport
Sponsorship & Marketing

The 2024 season of Formula 1 gets underway in Bahrain this weekend, marking the end of an off-season commercial frenzy that saw a total of 70 new and renewed deals completed by the sport's 10 teams during the offseason.