Sponsorship & Marketing
Expedia Group signs one-season sponsorship extension to Uefa competitions
European football's governing body Uefa has renewed travel company Expedia Group’s sponsorship of the Champions League.
SPFL seeks SFA arbitration to resolve Rangers Cinch title sponsor dispute
The Scottish Professional Football League has called on the Scottish Football Association to arbitrate in its dispute with Premiership champions Rangers over the League’s title sponsorship deal with C…
Bwin renews with five German football clubs, Wolfsburg signs BAK Battery deal
Online sports betting operator Bwin has renewed sponsorship deals with five German football teams – the Bundesliga's Borussia Dortmund, Union Berlin and Cologne, and 2. Bundesliga's St.
Fanatics valuation hits $18bn after $325m funding round, Rubin announced as CEO
Global sports merchandising company Fanatics has closed its latest funding round having attracted $325m (€277m) in new investment, bringing the overall valuation of the retail operator to $18bn.
PFL brings in Columbia Care as official CBD partner
The Professional Fighters League has secured an agreement with medical and adult-use cannabis product company Columbia Care to become the mixed martial arts promotion's official cannabidiol (CBD) partner
AC Milan signs up BitMex as first-ever dedicated sleeve sponsor
Italian Serie A club AC Milan has signed up cryptocurrency brand BitMex as its new sleeve sponsor
Kathryn Rhodes | Tokyo 2020 fulfilled the new Olympic motto and united the world
Despite the challenges, Tokyo 2020 delivered on the Olympic promise of uniting people around the world through sport, says Kathryn Rhodes associate director, business development, at CSM Asia.
Swansea City opts for local approach in 10-year stadium naming rights deal
Liberty Stadium, the home of Championship football club Swansea City and United Rugby Championship team Ospreys, will change identity for the first time since opening in 2005 after Swansea
Tag Heuer extends London Marathon sponsorship for three more years
Swiss watchmaker Tag Heuer has extended its ‘Official Timekeeper’ sponsorship of the London Marathon through to 2023.
CBF faces wrath of Brazilian NOC as Nike kits worn at Tokyo medal ceremony
The Brazilian Football Confederation (CBF) is facing action from the Brazilian Olympic Committee (COB) in a dispute over kit suppliers
Comedy Central becomes Union Berlin’s sleeve sponsor in cup competitions
German Bundesliga club Union Berlin will start the new season with the Comedy Central logo on the left sleeve of its playing shirt in cup competitions
F1’s eight-figure BWT sponsorship deal centred on sustainability goals
Formula One’s recently-announced sponsorship deal with Best Water Technology (BWT), will form a key part of the motorsport series’ plan to make all of its events sustainable by 2025.
Parimatch adds Chelsea to Premier League club sponsorships
Online betting platform Parimatch Tech has signed a three-year sponsorship agreement with English Premier League club Chelsea
Premier Tech lines up next cycling move after UCI exit
Wastewater and treatment solutions company Premier Tech will depart as co-owner and co-title sponsor of UCI World Tour cycling team Astana-Premier Tech, with the Canadian firm set to take its financial…
Infront recruits Fifa sponsorship sales head Axer
The Infront agency has appointed Christopher Axer, Fifa’s head of sponsorship sales, to lead the central sales team at its ProSports division.
Singapore 2021 Global Esports Games joins with IMG for inaugural event
The Global Esports Federation and the Singapore Esports Association (SGEA) have established the Global Esports Games Organising Committee that will work closely with the IMG agency, as the city gears up…
Bayer Leverkusen extends with Kumho Tyre
German Bundesliga football club Bayer Leverkusen has signed an extension to its deal with tyre manufacturer Kumho Tyre
Fintech firm Naga replaces MarathonBet on Sevilla shirt front
Investment platform Naga as become the main sponsor of Spanish LaLiga club Sevilla in a multi-year deal