Sponsorship & Marketing

Germany-based sportswear manufacturer Adidas has agreed a three-year extension to its sponsorship deal with ParalympicsGB in a contract that covers both the Beijing 2022 winter Paralympic Games and the…

Global nutrition company, Herbalife Nutrition has signed its first major sports sponsorship in Africa with South African Premier Soccer League (PSL) football club, Mamelodi Sundowns

The Mercedes Formula 1 team has signed up building materials company Kingspan to its sponsorship portfolio. As part of the deal, the Kingspan logo will feature on the nose of the team’s car.

English Premier League club Everton has added to its regional betting sponsorship profile by signing betting operator i8.Bet as its exclusive betting partner in Asia

The Premier League has confirmed it is considering entering the non-fungible token (NFT) space by signing a licensing deal covering digital collectibles

The National Hockey League's New York Rangers have secured a marketing partnership with wellness technology company Therabody

The 160over90 agency has been appointed the global sports marketing agency of record for logistics company DP World, the recently-announced title sponsor of the European Tour from next year onwards

Financial services company Liberty has agreed a multi-year deal to become the first naming rights sponsor of A-League Women, the top tier of women’s club football in Australia.

Italian football club Udinese has extended its kit supply contract with sportswear brand Macron

The European Handball Federation (EHF) has announced energy company Mol Group as a sponsor of its European Championship events in 2022 and 2024

Toyota-owned luxury car brand Lexus has renewed as the official automotive sponsor of the HSBC Women’s World Championship golf tournament in Singapore.

English Premier League club Manchester City has added to its sponsorship portfolio by signing up multinational technology company Sony

The state-owned QatarEnergy has signed with football’s world governing body Fifa as an official partner for the 2021 Fifa Arab Cup, which kicks off today (Tuesday) in Qatar.

New and used car retailer Vertu Motors has furthered its presence in football by signing sponsorship deals with English Football League (EFL) Championship club Middlesbrough and League 1 side Sunderland

Fan token creator Socios.com has signed with Amaury Media, the Amaury group's advertising agency, to become official partners of the 2021 Ballon d'Or Awards

Online car retailer Cazoo appears set to expand the scope of its sponsorship activity as it looks to recruit a new head of sponsorship for Europe

Braazilian football club Santos has signed a sponsorship and licensing agreement with digital asset broker Binance. The contract is worth a total of R$10m (€1.6m/$1.8