Sponsorship & Marketing
Hal Robson-Kanu | Purpose-led sponsorship needed to rebuild trust with fanbases
Thomas 'Hal' Robson-Kanu, professional footballer and founder of UK-based vegan drinks company The Turmeric Co., appeals to governing bodies to rethink the sports sponsorship model by adopting healthier and more purposeful brand partnerships.
Discover named new NHL Winter Classic title sponsor
Financial services company Discover has replaced Bridgestone as the title sponsor of the National Hockey League's Winter Classic tentpole event
WeWork signs workplace sponsorships with Manchester City and NYCFC
Workspace providers WeWork has signed sponsorship deals with English Premier League champions Manchester City and sister club, New York City FC
IIHF presidential candidate Bach Nielsen proposes fewer World Championship events
Denmark’s Henrik Bach Nielsen has told SportBusiness that a reduction in the number of ice hockey World Championship events from the Division I, Group B level downwards forms part of his proposals in t…
NWSL bolsters sponsorship portfolio with Deloitte partnership
The National Women's Soccer League has unveiled a multiyear partnership with leading professional services company Deloitte, which has been designated the league's official professional services provider
Dolphins partner with Mexican fintech company Broxel
Deal to advance cashless efforts at Hard Rock Stadium
Tito’s Handmade Vodka extends golf presence with Ryder Cup partnership
The PGA of America has named Tito’s Handmade Vodka as the official vodka of the Ryder Cup, which will be held on September 21-26 at Whistling Straits in Kohler, Wisconsin.
NFT first for rugby league as RLWC2021 signs with NuArca
The organisers of the Rugby League World Cup 2021 will launch the first-ever official non-fungible token (NFT) marketplace in the history of the sport through a new agreement with NuArca
Barça commercial director ‘quits’ as pressure builds on main shirt deal
Jordi Camps, the commercial director and head of global partnerships for Spanish LaLiga club Barcelona, will resign at the end of this month, according to Spanish media sources
DRL signs $100m deal with blockchain firm Algorand
Five-year agreement is the largest partnership in league history
ECB signs Castore to replace New Balance as kit supplier in 10-year deal
The England and Wales Cricket Board (ECB) has signed lifestyle and sportswear brand Castore as the next official kit supplier to the England cricket team
Paris 2024 chief: Centralised On Location deal to create ‘more sales opportunities’
Paris 2024 chief executive Étienne Thobois has welcomed the appointment of Endeavor-owned On Location to run a centralised hospitality programme for the 2024, 2026 and 2028 Olympics, stating that the …
Premier Sports nets EIHL broadcast, title sponsorship rights to 2024
UK pay-television broadcaster Premier Sports has secured exclusive media rights to broadcast the British Elite Ice Hockey League for the next three years, from 2021-22 to 2023-24
Bernini and Marston join Antourage to develop UK market
Fan development platform Antourage has appointed two experienced sports marketers to its sports team in Giancarlo Bernini, partnership director, and Andy Marston, chief of staff
Royal Caribbean becomes Wolves’ training kit sponsor, Newcastle signs AstroPay
English Premier League football club Wolverhampton Wanderers has signed up global cruise line Royal Caribbean as a sponsor
Parimatch reveals three more Premier League clubs added to portfolio
Betting operator Parimatch has revealed that it signed three new sponsorship deals with English Premier League clubs before the start of the season
Messi inspires major uplift in PSG’s premium tier with Crypto.com deal
The ‘Messi effect’ has kicked in at Paris Saint-Germain with cryptocurrency exchange Crypto.com
Lega Serie A centralises video game rights of 14 clubs with EA Sports deal
Italian football’s Lega Serie A has signed a new, multi-year agreement with video game developer EA Sports including both sponsorship and licensing elements.