Sponsorship & Marketing
Silver Lake looks to take Endeavor private amid strategic review of assets
Endeavor, the company that owns the IMG agency, World Wrestling Entertainment and Ultimate Fighting Championship, has announced that it is exploring “strategic alternatives” for its publicly listed sto…
Puma ticks sustainability boxes for St. Pauli in new kit sponsor deal
German football club FC St. Pauli has announced a new sponsorship agreement with Puma, two years after taking production of the team's kit in-house for sustainability reasons
Coca-Cola sticking with Uefa for Euro 2024 global role
Coca-Cola, the US soft drinks corporation, has signed a new deal with its long-term commercial partner Uefa, becoming an official global sponsor of Euro 2024, the second tier of the federation’s national te…
LCL continues to ride in yellow with Tour de France
French financial services LCL has agreed a five-year extension to its historic connection with the emblem of the Tour de France, the cycling Grand Tour’s iconic yellow jersey.
Google Cloud to continue as sponsor of FA men’s and women’s teams
Google Cloud has renewed its sponsorship agreement with the English Football Association (FA), covering both the England men’s and women’s teams.
Bud Light returns to UFC in record sponsorship deal, AB InBev goes global
The Ultimate Fighting Championship (UFC) has announced that Bud Light will become its official beer in the United States in a multi-year deal that also extends its partnership with AB InBev on a global…
Nuggets signs Ibotta in three-year jersey patch deal
The defending National Basketball Association champion Denver Nuggets has announced a jersey patch sponsorship deal with performance marketing platform and cash-back rewards provider Ibotta
Sphere named jersey patch partner after 18-month search by New York Knicks
Futuristic Las Vegas entertainment venue Sphere has been named as the ‘Official Jersey Patch Partner’ of the New York Knicks – ending the NBA franchise’s 18-month search for a patch sponsor.
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H.I.G. Capital ready to cash in on Sportfive with sale explored
H.I.G. Capital, the international private equity and asset management firm, is looking to put the Sportfive agency up for sale, according to reports.
Miami-based H.I.G
AFA continues global expansion through first European sponsorship deal with Smartsoft
The Argentinian Football Association (AFA) has added a new region to its sponsorship portfolio after signing online game software developer Smartsoft as its first European sponsor
Louis Vuitton scoops America’s Cup title rights
Grant Dalton’s decision not to renew America’s Cup main sponsorship terms with luxury goods brand Prada has paid off with rival company Louis Vuitton returning as title sponsor for next year’s Challenger Serie…
Infront builds motorsport footprint with expanded ADAC deal
The Infront agency has signed an expanded agreement with ADAC Motorsport that sees it become the German motorsport event organiser’s Official Marketing Partner.
TGL signs Fanatics deal, names San Francisco as latest team location
TGL, the new tech-focused team golf league set to launch in the US next year, has entered into a multi-year partnership with global digital sports platform Fanatics, while San Francisco has been announced as the location for its latest franchise with NBA star Steph Curry among its investors.
Forest’s poor environmental record created ‘hassle’ for sponsor E.ON
The marketing chief for E.ON UK, Nottingham Forest’s Official Sustainability Partner, has described how the club’s poor performance in a table ranking the environmental efforts of Premier League teams created ‘a lot of hassle’ for the electric utility firm.
KC Current agrees naming-rights deal for ‘world-first’ women’s stadium
Kansas City Current of the National Women's Soccer League (NWSL) has announced railway network CPKC as the naming-rights partner for the club's new stadium, which it claims will be the first venue specifically…
Williams Racing signs THG to headline sponsor role
Formula 1’s Williams Racing has signed a deal with digital consumer brands group THG which will headline its sponsorship portfolio.
Newcastle United secures national airline as third Saudi sponsor
Newcastle United has built on its existing link to Saudia, the airline which is the national flag carrier for Saudi Arabia, with a new sponsorship agreement
NHL extends global deal with Fastenal
The National Hockey League (NHL) has extended its agreement with global supply chain solutions and industrial distribution company Fastenal in a multi-year deal