Sponsorship & Marketing

French Ligue 1 club Girondins de Bordeaux has named betting operator Winamax as the club’s new main shirt sponsor for the next three seasons, from 2021-22 to 2023-24.

New Zealand Rugby has signed cyber security solutions company Fortinet as the naming rights sponsor of this year’s Rugby Championship as plans were confirmed to reshuffle the Bledisloe Cup series between t…

German club VfB Stuttgart has extended and expanded its association with gambling firm Betway

Christian Voigt, vice-president of marketing development within IOC Television and Marketing Services (TMS), is to move from the role after Tokyo 2020 to join the wearable fitness brand Whoop

The Big3 basketball league has secured a wide-ranging partnership with American telecommunications giant Verizon, which has been designated the presenting partner of the league's playoff and championship …

Italian sportswear manufacturer Macron has further increased its presence in Australian football by agreeing a new deal with A-League club Melbourne Victory

Spanish top flight football club RCD Espanyol has signed up telecoms operator Digi as a sponsor

Defending Scottish Professional Football League champions Rangers refused to sport the logo of online used car retailer Cinch, the league's recently-announced title sponsor, on their shirt sleeves as the…

The Italian Football Federation (FIGC) has called for the government ban on domestic betting sponsorships to be suspended as part of a raft of measures to lighten the financial burden on football clubs…

Chinese company Global Dynamic Media (GDM) has secured a five-year deal for licensing rights to produce LaLiga-themed products

Paris Saint-Germain’s recent sponsorship deal with German online car retailer Autohero has highlighted the importance of approaching emerging sector brands early in their growth cycle, according to Marc A…

Formula 1 has expanded its association with water treatment company Best Water Technology (BWT) to make the company its 'Official Water Technology Partner'

European football governing body Uefa has renewed its sponsorship deal with electronics giant Sony’s PlayStation brand.

Insurance group Allianz has upgraded its sponsorship of Spanish LaLiga club Barcelona from a regional deal to a global agreement

Golf manufacturer TaylorMade has agreed a three-year sponsorship deal with the PGA of Australia as it seeks to build on the pandemic-inspired participation boom for the sport

Brighton & Hove Albion chief executive Paul Barber talks about the commercial philosophy that links his time working for the Football Association, the Vancouver Whitecaps in Major League Soccer and now the Premier League club. Ben Cronin reports.

German Bundesliga club Borussia Dortmund (BVB) has renewed its regional sponsorship deal for China with beer brand Würenbacher. The new deal covers two seasons, 2021-22 and 2022-23.