Sponsorship & Marketing
NFL signs PointsBet as second-tier approved sportsbook operator
The National Football League has added gambling platform PointsBet as an approved sportsbook operator ahead of its 2021 season
Levante replaces Betway with Gedesco, but four LaLiga clubs still without shirt deals
Spanish fintech company Gedesco has become the main shirt sponsor of Spanish LaLiga club Levante UD for the 2021-22 season
Juventus adds Loro Piana as formal suit partner
Italian Serie A football club Juventus has agreed a deal for high-end fashion brand Loro Piana to become its official formal suit partner
Aston Villa latest Premier League move for Monster Energy
English Premier League club Aston Villa has signed up energy drink brand Monster Energy as a sponsor
Armani’s EA7 sportswear brand signs one-year kit deal with Napoli
Italian fashion house Giorgio Armani has agreed to become the kit supplier to Italian Serie A club Napoli using its EA7 sportswear brand
MLB, MLBPA shifting exclusive trading card rights to Fanatics
Creation of new joint venture to end long-running MLB tie with Topps
Florida Panthers seal five-year BMW partnership
The National Hockey League's Florida Panthers and BB&T Center have secured a wide-ranging five-year partnership with automotive manufacturer BMW
NHL to allow sports betting adverts on helmets, jerseys from 2022-23 season
The National Hockey League will allow teams to sell advertising space on both their helmets and jerseys to sports betting companies from the 2022-23 season, it has emerged.
Scottish Building Society signs as main sponsor of Edinburgh Rugby
Scottish Building Society has become the main sponsor of Scottish rugby club Edinburgh Rugby in a four-season deal, from 2021-22 to 2024-25
Fanatics, BSE Global secure multiyear retail partnership
Global sports merchandising company Fanatics has secured an exclusive, multiyear omnichannel retail partnership with BSE Global, becoming the official e-commerce and physical retail partner of both the …
Socios.com expands US presence with Bulls partnership
Fan engagement platform Socios.com has extended its aggressive global sports sponsorship activity by striking an agreement with the National Basketball Association’s Chicago Bulls.
RB Leipzig signs with eToro as platform builds Bundesliga presence
German Bundesliga football club RB Leipzig has become the latest sports organisation to sign up global investment platform eToro to its sponsorship portfolio
Lotto trademarks acquired by WHP Global
The global trademarks of Italian sportswear company Lotto have been acquired by New York-based consumer brand specialist WHP Global
Juventus lights up green energy credentials with Alperia sponsorship
Italian energy provider Alperia, has become the ‘Official Green Energy Partner’ of Italian Serie A club Juventus.
DraftKings bring in Ravens as latest NFL team partner
The National Football League's Baltimore Ravens have secured a partnership with DraftKings, which has been designated the official daily fantasy sports partner and an official sports betting and free-to-play…
Topps extends run of robust earnings reports
Trading card company raises full-year sales forecast for second time in 2021
Angel City FC brings in Cedars-Sinai as official health partner
National Women's Soccer League expansion team Angel City FC has brought in Los Angeles-based Cedars-Sinai Medical Center as its official health partner
West Ham expands Trustly deal to include women’s team sleeve rights
English football club West Ham United has expanded its association with global payments platform Trustly