Sponsorship & Marketing
News
REPX showcases branded pre-paid card business in Parma sponsorship
Fintech brand REPX has agreed a branded pre-paid card sponsorship with Italian Serie A football club Parma, likely to be the first of many signed by the company with European football clubs
Hennessy becomes NBA’s first global spirits partner
Leading cognac brand Hennessy has announced a global expansion of its sponsorship with the National Basketball Association, making Hennessy the 'Official Spirit of the NBA' worldwide
Round-Up: US ‘not confirmed’ for Beijing 2022, questions over IPL in India, Singapore Open tickets sell out, and more
The US has not made a final decision on whether it will take part in the Beijing 2022 Winter Olympics, a spokesperson for President Joe Biden said on Thursday, amid calls by some American politicians to…
PWHPA secures Adidas, CBC Sports partnerships
The Professional Women’s Hockey Players Association has gained a further commercial boost by bringing in Adidas as a team jersey partner for the 2021 Secret Dream Gap Tour.
EchoPark becomes title partner of inaugural Nascar Cup Series Race at COTA
Pre-owned vehicle retailer EchoPark Automotive will become the title partner of the inaugural Nascar Cup Series race at Circuit of the Americas in Austin, Texas, which is taking place on May 23
Mastercard renews long-term ties with Rugby World Cup
Mastercard has extended its long-running association with the Rugby World Cup in a sponsorship renewal
Under Armour continues rapid scale-down in sponsorship spend
US sports brand Under Armour has massively cut its long-term sponsorship obligations and halved its obligations overall as the sport brand turns away from expensive kit supplier contracts
Priority sectors outlined for ‘purpose-led’ UCI Cycling World Championships sponsors
Organisers of the 2023 UCI Cycling World Championships and the recently-appointed Inside Edge agency have prioritised ‘purpose-led’ sponsorship deals as they start to go to market with the commercial off…
Fanatics expands into Chinese market via Hillhouse Capital partnership
Sports merchandising giant Fanatics is expanding its operations into China though a joint venture with leading Asia-focused private equity fund Hillhouse Capital
Arsenal joins Real Madrid on Therabody’s sponsorship roster
Technology-based wellness brand Therabody has become the ‘Official Tech Wellness and Recovery Partner’ of Premier League club Arsenal.
Aston Martin signs up Peroni Libera 0.0% in CSM-brokered deal
Formula 1 team Aston Martin has added alcohol-free beer brand Peroni Libera 0.0% as a sponsor ahead of its return to the sport
Supercars ramps up sponsorship deals ahead of new season
Australian motor racing series Supercars has agreed a number of sponsorship deals ahead of this weekend’s season-opener at Bathurst, the Repco Mt Panorama 500.
F1 teams build sponsorship portfolios ahead of new season
Formula One teams Ferrari, Red Bull Racing and Alfa Romeo Racing have added new sponsors to their portfolios ahead of the 2021 season
VivoPower teams up with Spurs in sustainable energy sponsorship
Sustainable energy solutions brand VivoPower International has become the ‘Official Battery Technology Partner’ of Premier League club Tottenham Hotspur until the end of the 2021-22 season.
Bitci.com signs three-year back-of-shirt deal with Real Betis
Spanish LaLiga club Real Betis and the Turkish blockchain technology company Bitci.com have signed a new sponsorship agreement for the next three years.
Under the deal, Bitci
Ready expands sports drink reach into collegiate athletics
Sports nutrition company Ready Nutrition is expanding its reach by being named the official sports drink of eight NCAA Division I conferences, encompassing 90 universities
Formula E renews with Tag Heuer, commercial head Brémont outlines priorities
Formula E has renewed and realigned its long-term association with watchmaker Tag Heuer
FA cleans up with Dettol across elite and grassroots properties
Disinfectant brand Dettol has become the English Football Association’s ‘Official Hygiene Partner’ in a wide-ranging deal across various FA properties.
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Round-Up: Blow for Seven in cricket rights battle, IPL close to major sponsorship deal, Indian tech firm plans chess league, and more
An independent arbitrator has reportedly found that Australian broadcaster Seven is entitled to only a A$5m reduction in its rights fee for Cricket Australia content this season, a drastic difference with…
Timbers, Thorns secure TikTok as sleeve sponsors in multiyear partnership
TikTok, the popular short-form video social media platform, has announced a wide-ranging partnership with Major League Soccer's Portland Timbers and the National Women's Soccer League's Portland Thorns
WFT to unveil new team identity next year
NFL franchise solidifies intended timetable for rebranding process
Schalke’s Umbro deal to end early after ‘expectations not met’
Bundesliga club FC Schalke 04’s kit supply contract with UK-based sportswear firm Umbro is set to be curtailed at the end of the 2021-22 season.
Sportfive eyes up European tournaments as part of ‘global golf strategy’
The Sportfive agency is looking to add golf events in Europe to its portfolio amid the relaunch of its international golf interests with a view to expanding its business in the sport outside of the US…
LPGA strikes marketing partnership with Zinus
The Ladies Professional Golf Association has announced that global e-commerce mattress and furniture company Zinus has been named an official marketing partner of the organization, as well as its official…