Sponsorship & Marketing

The Board of Control for Cricket in India (BCCI) has launched legal action against former top-tier sponsor Byju's over alleged non-payment of overdue sponsorship fees.

M&C Saatchi Sport and Entertainment (S&E) top executives Steve Martin and Jamie Wynne-Morgan have left the agency after nearly two decades following a major restructure of its UK operations.

Toronto-based pizza chain Pizza Pizza has taken over the home helmet sponsorship rights to the NHL’s Toronto Maple Leafs from social media platform TikTok.

Monster Energy has agreed a deal to become an Official Partner of the McLaren Formula 1 team, having decided not to renew its long-standing sponsorship agreement with the Mercedes Petronas outfit.

Investors in FTX have filed lawsuits against Major League Baseball and the Mercedes-AMG Petronas Formula 1 team for allegedly helping to push the sale of unregulated securities via the cryptocurrency exchange

New Balance has taken a major step in commercialising its relationship with Australian tennis by signing as the ‘Official Performance Apparel and Footwear’ provider of the Australian Open (AO) and United Cup.  

French sporting goods retailer Decathlon has been announced as the new co-title sponsor of UCI WorldTour team AG2R Citroën, with the French automotive manufacturer downgrading to a lower-tier partnership …

Boris van der Vorst, a prominent opponent of International Boxing Association (IBA) president Umar Kremlev, has been elected as the inaugural president of World Boxing, with the new organisation also detailing an events plan and signing its first sponsor.

Cricket West Indies (CWI) has announced a new multi-year sponsorship with kit manufacturer Macron, bringing an early end to the governing body's existing agreement with Castore

Rolex has secured the title sponsorship rights to next year’s Australian Grand Prix as part of its existing Global Partner deal with Formula 1.

Indian Premier League (IPL) team Rajasthan Royals has secured the long-term future of its front-of-shirt sponsorship position via an extension with energy solutions provider Luminous Power Technologies

EA Sports FC 24 will feature a Uefa Euro 2024 add-on next summer as part of a new deal between football’s European governing body and video game developer EA Sports that will also include the launch of an eEuro esports tournament.

The Danish Football Association (DBU) has agreed terms on an eight-year extension with its kit partner, Hummel, with the new deal set to have a focus on gender equality.

Spanish LaLiga club Atlético de Madrid is seeking €20m ($21.8m) in compensation from former shirt sponsor WhaleFin, the cryptocurrency investment platform that prematurely terminated its deal earlier this year.

Stalwart sponsor of Australian sport, the retail giant Harvey Norman, has opted not to extend its deal with Rugby Australia as the domestic market title sponsor of the Super Rugby Pacific competition

Adobe has added to its sponsorship portfolio in women’s football by agreeing a three-year deal to become the lead sponsors of the Women’s FA Cup.

Fifa has officially announced that Qatar Airways has renewed as a top-tier 'Fifa Partner' until 2030

Visa has expanded its presence in international football via a regional sponsorship agreement with the Asian Football Confederation (AFC)