Sponsorship & Marketing
Pittsburgh Penguins add Bold Penguin as helmet sponsor
The National Hockey League's Pittsburgh Penguins have brought in Ohio-based insurance technology provider Bold Penguin as one of the team's helmet partners
West Ham agrees extension with Soccer Supplement
English Premier League club West Ham United has signed an extension to its supplier deal with football nutrition brand Soccer Supplement
Ariston expands China-facing Juventus deal to include Indonesia
Italian Serie A side Juventus has expanded its regional sponsorship deal with Italian heating systems brand Ariston to include Indonesia
LA Clippers secure 23-year Intuit naming rights deal for new facility
The National Basketball Association's Los Angeles Clippers have secured a 23-year naming rights deal with California-based financial software company Intuit for the team's new facility, which is scheduled …
Valencia adds Samtrade FX as back-of-shirt sponsor
Spanish LaLiga club Valencia has unveiled online trading brokerage Samtrade FX as its new back-of-shirt sponsor
AFL signs new long-term deal with McDonald’s
The Australian Football League has signed a 10-year extension to its sponsorship agreement with fast-food chain McDonald’s.
Inter signs up Pop Caffè as Bologna inks deals with EA Sports
Italian coffee brand Pop Caffè has become the official coffee partner of reigning Italian Serie A champions Inter Milan for the next two seasons.
Liverpool focuses on sustainability and hygiene with SC Johnson deal
English Premier League club Liverpool has signed multinational household cleaning products manufacturer SC Johnson as a sponsor
Cryptocurrency exchange backs Fnatic in ‘milestone’ $15m deal
Fnatic, the London-based esports organisation, has struck a five-year deal worth more than $15m (€12.8m) with cryptocurrency exchange Crypto.com.
The deal names Crypto.c
Sportfive brokers Lyon-OOGarden and McDonald’s deals, PSG signs supplier agreement
Online garden products company OOGarden has acquired back-of-shirt sponsorship rights at French Ligue 1 club Olympic Lyonnais
Cinch drives off with stadium naming rights, shirt sponsorship in six-year Saints deal
Cinch, the online car sales platform, has continued to build up its sports sponsorship inventory in a six-year deal with Premiership Rugby club Northampton Saints that includes stadium naming rights and…
Bitci-Cádiz deal keeps pressure on Socios in Spanish market
Spanish LaLiga club Cádiz CF has named Turkish blockchain company Bitci as its new front-of-shirt sponsor, replacing betting operator Dafabet from last season.
Flamengo becomes latest Brazilian club to launch Socios fan token
Blockchain provider Socios.com has continued its football drive through a new deal with Campeonato Brasileiro Série A club Flamengo.
Chiliz, which owns Socios.
Hyperice adds Virat Kohli as latest investor
India cricket captain Virat Kohli has agreed a deal to become an investor and brand ambassador for athlete recovery technology brand Hyperice
Uefa announces Enterprise Rent-A-Car as seventh Europa League sponsor
European football’s governing body’s Uefa has officially announced the three-year extension of Enterprise Rent-A-Car’s sponsorship of the Europa League in a contract that also includes the Europa Confe…
Uniqlo adds Laver Cup to tennis-related sponsorship assets
Apparel retailer Uniqlo has been named 'Official LifeWear' sponsor for the 2021 Laver Cup, which will be held at TD Garden, Boston
Red Wings bring in Meijer as new helmet sponsor
The National Hockey League's Detroit Red Wings have extended and expanded their partnership with Michigan-based grocery store chain Meijer to become the team's new helmet sponsor