Sponsorship & Marketing
How the Euro 2020 retail programme adapted to multi-host format and crowd restrictions
Adam Nelson speaks to Astrid Thams, director of retail, events and licensing at Fanatics, about the challenges of navigating a successful retail operation through the Covid-19-hit Euro 2020 tournament.
Acciona takes on Spanish Open title role to promote sustainable events
Sustainable business consultancy Acciona has been named as the title sponsor of the European Tour’s Spanish Open golf tournament.
H.I.G. Capital acquires Lagardère’s minority stake in Sportfive
H.I.G. Capital, the international private equity and asset management firm, has become the sole owner of the Sportfive agency, acquiring the 24.9-per-cent stake it did not already own
Premier Bet makes Africa-only deal with AC Milan
Italian Serie A football club AC Milan has named betting operator Premier Bet as its ‘Official Betting Partner in Africa’ for the 2021-22 season.
Kumho Tyre extends with Spurs in long-term sponsorship
Korean tyre company Kumho Tyre has extended its sponsorship of English Premier League club Tottenham Hotspur in a long-term deal
Utilita Energy extends at Brentford as Hollywoodbets takes over main shirt deal
Newly-promoted English Premier League club Brentford has extended its association with Utilita Energy, the club’s former main shirt sponsor, for two more seasons.
Cagliari secures Unipol as sponsor for current, future home
Insurance group Unipol has acquired naming rights to Cagliari’s proposed new stadium, along with the Italian Serie A football club’s current temporary home.
Coca-Cola agrees multi-brand sponsorship with Ajax
Coca-Cola European Partners has signed an ‘Official Partner’ deal with Dutch Eredivisie champions AFC Ajax for the next three seasons.
Correos signs as La Vuelta logistics operator for second year
Spanish logistics company Correos has renewed it official logistics operator sponsorship of Spain’s preeminent cycling race La Vuelta a España for 2021.
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…