Sponsorship & Marketing
Castore finalises Newcastle United kit deal, leads changes in e-commerce and retail
UK sportswear group Castore has finalised a multi-year kit supplier deal with English Premier League football club Newcastle United
Hall: Covid-19 and declines in media rights fees have created appetite for virtual advertising
Roger Hall, the new chief executive of virtual advertising company uniqFEED and a veteran of the digital replacement technology and broadcast sectors, says the sports industry will have to develop new commercial models to fully exploit the potential of virtual advertising
Bath Rugby focuses on community with Avon Protection
Bath Rugby has expanded its relationship with respiratory and ballistic protection specialists Avon Protection through a new sponsorship deal
Udinese extends sleeve deal with Prosciutto di San Daniele
Italian Serie A club Udinese has extended the club’s shirt sleeve sponsorship with local food brand Prosciutto di San Daniele for the 2021-22 season.
AC Milan secures renewal with Snaipay
Italian football club AC Milan has signed a renewal to its sponsorship contract with top-up and payment services brand Snaipay
Bold new era begins for US college sports with NIL rule change
Student-athletes now able to commercialize their rights without forfeiting eligibility
Gambling sector club sponsorships almost halve across England’s top team sports
Gambling sector sponsorships are no longer the most prevalent across professional football, rugby union, rugby league and cricket teams in England, having almost halved in number over the last two years,…
TikTok signs Wrexham sponsorship, live streaming deal with Burnley Women
Video-sharing platform TikTok has announced two new partnerships within UK football, agreeing deals to become the title sponsor of Wrexham AFC and a live-streaming and content-creation partner of Burnley…
Angel City FC reveals colors, crest ahead of inaugural 2022 season
National Women's Soccer League expansion team Angel City FC has unveiled its colors and crest ahead of the club's inaugural 2022 season
Starbucks, Kraken secure wide-ranging agreement
Seattle, Washington-based global coffee chain Starbucks has secured a multiyear partnership with National Hockey League expansion team Seattle Kraken, which is focused on the franchise's Kraken Community…
Big3 names Taco Bell its official restaurant partner
Ice Cube's Big3 basketball league has brought in fast food chain Taco Bell as its official restaurant partner ahead of the 2021 season tip-off, scheduled for July 10 in Las Vegas, Nevada
Adidas strikes six-year extension with Benfica as club seeks shirt sleeve sponsor
Sporting goods brand Adidas has renewed its kit supplier contract with Portuguese football club Benfica for another six years, extending until 2027
Monaco shirt rights acquired by eToro, Fedcom switches to ‘Legacy Partner’ role
Multi-asset investment platform eToro has upgraded its relationship with French Ligue 1 outfit AS Monaco to become the club’s main shirt sponsor.
Getty Images to become official photographic agency of Wolves
English Premier League football team Wolverhampton Wanderers have agreed a deal for photographic agency Getty Images to become its exclusive photographic provider
Sportfive’s APAC head Staiti stepping down
The Sportfive agency's head of Asia-Pacific and president of global sales, Adrian Staiti, is stepping down from the company in the coming months, SportBusiness understands
New rules allow clubs to wear sleeve sponsors in Uefa club competitions
European football clubs playing in the first qualifying round of the 2021-22 Uefa Champions League next week will be the first to display shirt sleeve sponsors thanks to new rules drawn up by European…
Nascar, iRacing expand partnership
Nascar has expanded its long-standing relationship with esports partner iRacing, which has now been designated the US stock car racing series' official simulation partner.
AT&T 5G unveiled as presenting sponsor of 2021 MLS All-Star Skills Challenge
The 2021 MLS All-Star Skills Challenge, a key event of the Major League Soccer All-Star Game festivities, has secured AT&T 5G as its presenting sponsor, as well as three other commercial partners.