Sponsorship & Marketing

The National Football League (NFL) London Games has its third presenting sponsor in as many years after the signing of Brand USA, the official ‘destination marketing’ organisation for the United States.

Team Marketing and the France-based Agon agency have delivered a winning bid during the recent tender process for international media rights to top competitions run by the Confederation of African Football…

Italian gaming and betting company Snaitech has renewed its sponsorship agreement with AC Milan and will activate the deal through its Snaifun gaming app

Padel’s new Hexagon Cup event has recruited the Professional Triathletes Organisation’s chief marketing officer Tim Godfrey as strategic adviser.

Engelbert Strauss has become the first brand to be announced as a Uefa Europa League and Uefa Conference League sponsor in the next three-year cycle from 2024-25 to 2026-27, having renewed its association…

Regions Bank’s new jersey patch agreement with the Nashville Predators has taken the roster of National Hockey League (NHL) teams with jersey deals up to 17 with just two weeks to go before the start o…

Technology company Infinite Athlete has been ratified by the Premier League as Chelsea’s new main shirt sponsor in a one-season deal, having satisfied the league’s compliance criteria.

Premier League club Newcastle United has announced a multi-year deal with the newly launched UK arm of online gaming and sports betting brand BetMGM

The MSM agency has secured the global commercial rights to the RNF MotoGP Racing team, its first client in the motorcycling series

Indian financial services company IndusInd Bank has signed as the International Cricket Council’s seventh ‘Global Partner’ ahead of next month’s men’s Cricket World Cup in India. The M

Sports marketing agency Right Formula has strengthened its US offering by hiring Rick Cuellar as commercial vice-president

Women’s Sports Group (WSG) has been hired by SailGP to provide advisory services on commercial deals for the sailing league as it looks to develop its ‘Women’s Pathway’ project. Ann

The Chilean Football Federation (ANFP) has indicated that it will abide by a Supreme Court ruling that would enforce the termination of its multi-million dollar sponsorship deal with online betting firm…

The English Football League (EFL) has continued its strong recent commercial momentum with a five-year sponsorship deal with Kellogg’s.

Cricket South Africa (CSA) and Cricket Australia (CA) have both announced Indian brands as team sponsors for the men's Cricket World Cup, taking place in India next month

David Haggerty has been re-elected president of the International Tennis Federation for a third term, having comfortably seen off the challenge of Dietloff von Arnim

Tottenham Hotspur is “not as tied” to identifying a naming sponsor for its new £1bn ($1.2bn) stadium having derived a marketing benefit from keeping the arena brand clean, according to chairman Daniel Levy.

Chinese smartphone brand Tecno has become a sponsor of the Africa Cup of Nations after striking a deal with the Confederation of African Football (CAF)