Sponsorship & Marketing
Mobile developer Nifty Games raises $38m in funding
Company has secured licenses with several leading sports entities
ALE agrees one-year extension with Corinthians
Campeonato Brasileiro Série A football club Corinthians has agreed a one-year extension to its shirt sponsorship deal with fuel distribution company ALE.
Mallorca snags Japanese brand aGEL as main shirt sponsor
Japanese technology company Taica Corporation has been named as the new global main sponsor of Spanish LaLiga club RCD Mallorca through its silicone-based product brand αGEL (Alpha GEL).
Barranquilla lands 2027 Pan American Games, Mitsubishi to sponsor 2023 edition
Barranquilla has been appointed as the host city of the 2027 Pan American Games, marking the second time that Colombia will stage the multi-sport event
Bitci signs ‘game-changing’ Fiba fan token agreement
Fiba, the International Basketball Federation, has signed a three-year global sponsorship deal with blockchain network Bitci from 2021 to 2023
One Championship agrees sportswear deal with Li Ning
Mixed martial arts promotion One Championship has agreed a deal with Chinese sportswear firm Li Ning to produce martial arts gear for fans and athletes
NFL finalizes agreements with four approved US sportsbooks
Operators gain rights to purchase in-game commercial inventory
PGA Tour, Tito’s Handmade Vodka seal multiyear marketing deal
The PGA Tour has announced a five-year marketing partnership with Tito’s Handmade Vodka, which has been designated the official vodka of the PGA Tour and PGA Tour Champions.
Chinese National Games secures 107 sponsors
The 14th National Games of the People's Republic of China, which takes place in Shaanxi in September, has announced a sponsorship roster containing 107 partners
KRC Genk claims 5G first with stadium naming rights sponsor
IT solutions company Cegeka has acquired naming rights to the home ground of Belgian Pro League club KRC Genk in a wide-ranging deal that will see the venue become the first 5G-compatible stadium in the…
Betclic adds French Football Federation rights to Ligue 1 deal
Online sports betting operator Betclic has signed as an official partner of the French Football Federation (FFF) in a five-year deal until the 2026 World Cup
Hankook renews Europa League sponsorship, adds Conference League rights
Korean tyre maker Hankook has renewed its sponsorship commitment to Uefa club competitions for the 2021 to 2024 sponsorship cycle
Coutts: Title sponsorship, franchise model to navigate SailGP towards profitability
SailGP, the team sailing competition co-founded and financially backed by Oracle billionaire Larry Ellison, will be profitable once a title sponsorship agreement has been delivered, according to Sir Russell…
Judge rejects Under Armour’s bid to dismiss UCLA lawsuit
A Los Angeles judge has ruled that Under Armour does not have grounds to dismiss a lawsuit from the University of California, Los Angeles (UCLA) in relation to the US-based sportswear brand’s termination o…
Altrad converts six-year All Blacks shirt sponsorship deal
French construction services company Altrad will become the new main jersey sponsor of the All Blacks rugby union team after it finalised a six-year deal with New Zealand Rugby
AstroPay makes latest Premier League move with Wolves
Premier League club Wolverhampton Wanderers has signed up online payment platform AstroPay to its sponsorship portfolio
CSM appoints Beauchamp to head up expansion into Saudi Arabia
Sports marketing agency CSM Sport & Entertainment has appointed Charlie Beauchamp as its inaugural country manager for Saudi Arabia ahead of the opening of its first office in the Kingdom later this year
Anta Sports net profits double to $593m over first half of 2021
Chinese sportswear company Anta Sports Products saw its net profits double over the first half of 2021 to $592.5m (€503.9m) as the group rebounded from a Covid-19 slump.