Sponsorship & Marketing

HyperX, the gaming division of Kingston Technology Company, has become a founding partner of Riot Games’ Valorant Champions Tour.

Formula 1 has signed up finance and human resources company Workday as a regional sponsor

The National Hockey League has struck a multiyear North American partnership with cleaning products brand Clorox, which has been designated the official cleaning and disinfecting product partner of the…

A Manchester United supporters’ group has threated to “boycott products and tarnish brands” of the club’s sponsors in an online protest against the Glazer family, which owns the club. In

Rugby Australia has extended a naming rights deal with investment platform eToro until the end of 2023

Lega Pro, organising body of Italian football's third-tier Serie C, has said it will take “every initiative to protect the rights of its teams” after plans were revealed to exclude third- and fourth-tier foo…

Cryptocurrency asset manager Grayscale Investment has become the first bitcoin-focused company to officially partner with a National Football League team following an agreement with the New York Giants.

United Soccer League Championship team Sacramento Republic FC will now play in Heart Health Park after securing a multiyear naming rights deal with local health insurance provider Western Health Advantage.

Coventry Building Society has acquired naming rights to the city’s Ricoh Arena, home of Premiership rugby union club Wasps and, from next season, Championship football club Coventry City.

The English Football Association has launched a new brand, England Football, as its new visual identity for the grassroots game in the country

Swiss Super League club BSC Young Boys has extended its sponsorship agreement with Valiant, the Swiss financial services provider

Blockchain provider Chiliz has signed up the Ultimate Fighting Championship mixed martial arts organisation to launch UFC fan tokens on the mobile app Socios.com

The Mexican Football Federation, known domestically as Federaciòn Mexicana de Futbol (FMF), has unveiled its first marketing campaign developed exclusively for fans of the Mexico men's national team i…

Delivery services specialist FedEx will step up to become a sponsor of the Uefa Champions League across the 2021-24 cycle

London-based sports talent and commercial management agency KIN Partners has been appointed by Real Madrid to serve as a commercial sales partner for the Spanish LaLiga club

Both revenue and earnings for embattled company beat analyst expectations

Newly-crowned Scottish Premiership champions Rangers have renewed a shirt sponsorship agreement with Kindred Group, the betting operator that houses the 32Red and Unibet brands