Sponsorship & Marketing
Nitro Circus Pit Bike Triple Crown secures Fox Sports distribution, Guaranteed Rate partnership
Sports entertainment property Nitro Circus is expanding on the success of last year’s Pit Bike Championships with the creation of the Nitro Circus Pit Bike Triple Crown, which has secured a linear broadcast d…
Kansas City NWSL brings in Blue KC as sleeve sponsor
National Women’s Soccer League expansion team Kansas City NWSL has announced a partnership with health insurance provider Blue Cross and Blue Shield of Kansas City, which has become the official sleeve p…
Discovery signs eToro advertising deal ahead of Tokyo Olympics
Media group Discovery has signed a sponsorship contract with investment platform eToro ahead of the Tokyo Olympics
Carabao renews EFL Cup title sponsorship to 2024
Thai energy drink Carabao has extended its title sponsorship agreement for the EFL Cup, English football’s league cup, for another two seasons.
Osaka becomes Panasonic ambassador as brand identifies with her ‘value system’
Electronics specialist Panasonic has signed up tennis player Naomi Osaka as a brand ambassador in a two-year agreement
Wimbledon and Murray partner with digital artist Beeple for NFT offering
The All England Lawn Tennis & Croquet Club (AELTC), organiser of the Wimbledon Championships, has entered the non-fungible token market in a collaboration with 2013 and 2016 men’s champion Andy Murray a…
AFC renews with Molten as official match ball supplier
Japanese sports equipment manufacturer Molten has renewed its agreement with the Asian Football Confederation to become its official match ball supplier for the 2021 season
Americanas signs shirt sponsorship deals with Grêmio, Internacional
Campeonato Brasileiro Série A clubs Grêmio and Internacional have continued a policy of sharing shirt sponsors by agreeing deals with retail store chain Americanas.
W Series introduces sponsor-backed teams, secures Ferrari Trento deal
W Series, the all-female motorsport competition, has introduced a team system for its second season with new car liveries introduced and team sponsors signed up in what has been described as an “innovative s…
How F1 is using AI to plan trackside sponsorship inventory
When Formula 1 looked to restart its 2020 calendar following a Covid-enforced hiatus it wanted to provide more predictability to the exposure it could guarantee for sponsors. SportBusiness examines how the motorsport developed a machine learning tool for the task.
Nike becomes official apparel partner of the Big Bash League
Nike has agreed a kit deal with the Big Bash League to supply all eight teams with playing and training wear for next season
NBCUniversal again pacing ahead of Rio for Tokyo 2020 ad sales
Large collection of new sponsors help fuel robust network totals
Rolex ups European Challenge Tour commitment as Grand Final title sponsor
The European Challenge Tour has named luxury watch band Rolex as title sponsor of the Challenge Tour Grand Final, the finale of the player development tour’s ‘Road to Mallorca’ season.
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Late Peter Vardy bid defeated rival offers for seven-figure Scotland shirt sponsorship
Automotive retailer Peter Vardy Group arrived late at the discussion table late before outbidding rival offers to take up the Scottish Rugby Union’s front-of-shirt sponsorship rights in deal announced i…
Socios.com adds Corinthians to football portfolio
Fan engagement platform Socios.com has continued its sports partnership drive after agreeing a deal with Campeonato Brasileiro Série A football club Corinthians.
Unibet enters Nascar landscape with Stewart-Haas Racing partnership
Unibet, the Kindred Group’s online gaming brand, has unveiled a partnership with Nascar team Stewart-Haas Racing and driver Kevin Harvick to further grow its presence in the United States, specifically in…
FTX expands sports presence with five-year MLB partnership
Cryptocurrency exchange FTX has taken another significant step to enhance its presence within the global sports industry by striking a five-year international partnership with Major League Baseball
Liverpool signs global deal with publishing company Kodansha
English Premier League football club Liverpool has signed up Japanese publishing company Kodansha as a new sponsor