Sponsorship & Marketing
TikTok unveils British & Irish Lions content creation tie-up
Social media platform TikTok has been named the ‘Official Creator Platform’ of the ongoing British & Irish Lions’ tour of South Africa.
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Roma unveils €36m kit deal with DigitalBits
Italian football club AS Roma has confirmed a deal with Zytara Labs, which will make its blockchain brand DigitalBits its new 'Main Global Partner'
Let’s get digital: Transforming equestrian’s commercial landscape
Vanessa Martin Randin, senior manager, media relations and communications at the FEI, explains how innovative digital campaigns are at the heart of evolving commercial opportunities for the International Federation.
US politicians attack Beijing 2022 sponsors
American politicians opposed to the Beijing 2022 Winter Olympics have criticised the event's US corporate sponsors during a congressional hearing
New Zealand Rugby finalises sponsorship deal with Ineos
New Zealand Rugby has agreed a six-year sponsorship deal with Ineos, which will see the chemicals company becoming the union's Official Performance Partner from 2022
Barstool Sports secures naming, media rights to Arizona Bowl
Sports and culture media company Barstool Sports is significantly expanding its presence in the North American sports industry by securing both the naming rights and exclusive media rights to the Arizona…
CAA Sports to continue as Red Bull Racing sponsorship agency
Formula 1 team Red Bull Racing Honda has renewed its sponsorship rights sales agreement with sports and entertainment agency Creative Artists Agency (CAA)
Banca Ifis upgrades to main sponsor at Sampdoria, ROInvesting renews at AC Milan
Genoese bank Banca Ifis has been named as the main sponsor of Italian Serie A club Sampdoria, upgrading from the secondary shirt sponsorship position it took in the last days of the 2020-21 championship
Cavaliers become the latest to align with Socios.com
Fan engagement platform extends furious run of sports dealmaking
OKC Thunder secures 15-year Paycom naming rights deal
The Oklahoma City Thunder will now play at Paycom Center after the National Basketball Association team secured a 15-year naming rights deal with Oklahoma City-based software company Paycom
Borussia Dortmund sweetens portfolio in Sportfive-brokered regional Riesen deal
German Bundesliga football club Borussia Dortmund has signed up confectionery brand Riesen as a regional sponsor in North America.
The two-year deal was brokered by the Sportfive agency
PSG drives away with Autohero, claims first with Geekvape deal
French Ligue 1 football club Paris Saint-Germain has agreed new sponsorship deals with online used cars platform Autohero and vaping brand Geekvape
Engelbert Strauss added to Europa League, Europa Conference League sponsors
Workwear and safety products company Engelbert Strauss has agreed a three-year deal to sponsor the Uefa Europa League and newly-launched third-tier Europa Conference League until 2024
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