Sponsorship & Marketing
Tissot extends commitment to Tour De France, La Vuelta and ASO cycling classics
Swiss watchmaker Tissot has renewed its sponsorship of the Tour de France, La Vuelta and cycling classics such as Paris-Roubaix, Liège-Bastogne-Liège and La Flèche Wallonne, all organised by the Amaury Sp…
TotalEnergies signs on for 2023 Rugby World Cup, Taisho returns to event
TotalEnergies has signed on as the seventh official sponsor of the 2023 Rugby World Cup in France, while Taisho Pharmaceutical has extended its backing of the tournament
Ryder Cup Europe drives on with Club Car
Golf’s Ryder Cup Europe has extended its long-running agreement with electric vehicle manufacturer Club Car.
Movistar Team, Team Qhubeka and Team BikeExchange secure sponsors
Spanish telco Telefónica has signed an extension to its title sponsorship agreement with the UCI WorldTour’s Movistar Team.
Elche retains support of long-standing shirt sponsor TM
Spanish LaLiga club Elche has renewed its long-running shirt sponsorship deal with TM Real Estate Group
Castore makes second move in cycling with Team Bahrain Victorious
UK-based sportswear brand Castore has made its second move into professional road cycling in a long-term agreement with Team Bahrain Victorious, the UCI WorldTeam that competes in the Tour de France
Callaway expands PGA Australia sponsorship in three-year deal
Golf equipment manufacturer Callaway has expanded its sponsorship of the PGA and PGA Tour of Australasia with a new three-year deal
Norwich City finalises Lotus Cars shirt sponsorship
English Premier League club Norwich City has named Lotus Cars as its new front-of-shirt sponsor for the 2021-22 season
Heineken bottles ‘won’t be placed’ in front of Muslim players at Euro 2020
Heineken bottles will not be placed in front of Muslim players during press conferences at the ongoing Uefa European Championship after Paul Pogba last week removed a drink from view following France’s m…
Spanish insurance firm added to 2023 Solheim Cup sponsors
Reale Seguros, the Spanish insurance firm, has become a sponsor of women’s golf’s 2023 Solheim Cup, following on from its recent sponsorship deal with Spanish football’s RCD Espanyol.
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MG Motor France acquires sleeve rights at Lyon in Sportfive-brokered deal
MG Motor France has signed a three-year shirt sleeve deal with French Ligue 1 club Olympique Lyonnais in a deal brokered by the Sportfive agency
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