Sponsorship & Marketing
Caesars, Saints on brink of finalizing $138m Superdome naming rights deal
United States-based casino operator Caesars Entertainment is on the brink of securing a $138m (€117.2
Stevenage follows Burger King sponsorship with Amazon Prime Gaming shirt deal
English League Two football club Stevenage FC has agreed a deal for Amazon Prime Gaming to become its main shirt sponsor
Racing League adds William Hill as title sponsor ahead of inaugural season
The UK’s new horse racing competition, the Racing League, has signed up gambling firm William Hill as its title sponsor.
Renewable Energy Group added as Manchester United global sponsor
English Premier League club Manchester United has signed a global sponsorship deal with the US-based producer of renewable fuels Renewable Energy Group
Anson: New deals help BOA to negotiate Tokyo delay but one eye fixed on Paris 2024
British Olympic Association chief executive Andy Anson explains how the organisation has added six new sponsors since the postponement of the Tokyo 2020 Olympics and predicts there will be even greater commercial opportunities at Paris 2024 – 'the nearest thing to a home Games' for the NOC. Ben Cronin reports.
Angel City brings in Gatorade as founding partner
National Women's Soccer League expansion team Angel City FC has brought in sports drink brand Gatorade as a founding partner and the team’s exclusive sports drink partner.
OneTeam Partners, Panini sign exclusive college licensing deal
Deal to aid creation of physical, digital trading cards and NFTs of student-athletes
Watford secure performance incentivised Stake.com shirt sponsorship
Newly-promoted English Premier League side Watford has signed up cryptocurrency betting platform Stake.com as its new front-of-shirt sponsor
French regulator seeks to tighten sports betting rules after Euros study
France’s gambling regulator, L'Autorité Nationale des Jeux (ANJ), has called on sports betting operators to “rebalance their practices” after a study conducted during Uefa Euro 2020 revealed concerns over t…
Grubhub enters US sports landscape with Gold Cup partnership
US online food delivery service Grubhub has struck a deal with Concacaf to become the official food delivery partner of the 2021 Gold Cup, marking the company's first foray into a major sports partnership.
Champion Lubricants extends World RX backing
Champion Lubricants has opted to extend its sponsorship of the World Rallycross Championship (World RX) into a second season
Credit One Bank backs WTA Charleston tournament, revamped stadium
US financial services company Credit One Bank has become the title sponsor of the Women's Tennis Association tournament in Charleston, South Carolina, as well as the newly-renovated stadium at LTP Daniel …
LPGA expands EA association, female on-course commentator to feature in new game
The Ladies Professional Golf Association (LPGA) has extended its long-term association with video game developer Electronic Arts (EA)
T-Mobile strikes multiyear partnership with SEC, SEC Network
German global mobile communications company T-Mobile has secured a wide-ranging agreement with the Southeastern Conference and SEC Network.
IOC declares just $620.7m in revenues for 2017-20, media rights income deferred
The impact of the postponement of the Tokyo 2020 Olympics on the International Olympic Committee’s finances has been laid bare in its latest financial statements, with the organisation declaring revenues o…
Chiliz ‘$Inter Fan Token’ replaces longstanding Pirelli on Inter Milan shirtfront
Fan token platform Socios.com has been confirmed as the new ‘Global Main Jersey Partner’ of Italian Serie A club Inter Milan for the 2021-22 season.
Tata Consultancy Services extends NYC Marathon title sponsorship through 2029
India-based tech company Tata Consultancy Services has secured a deal with New York Road Runners to extended its title sponsorship of the New York City Marathon until 2029
Leeds United secures extension with JD Sports, adds Boxt as sleeve sponsor
Premier League side Leeds United has signed an extension to its sponsorship contract with sports retailer JD Sports