Sponsorship & Marketing
Bids invited for video game licensing rights to Euro 2024, Euro 2028
Uefa, football’s European governing body, is inviting bids from video games developers for a range of licensing rights to Uefa men’s national team competitions during the 2022 to 2028 period.
Lotus ‘in talks’ with Norwich City over front-of-shirt rights vacated by BK8
English Premier League club Norwich City is understood to be working towards a quick resolution of its front-of-shirt sponsorship position, with luxury car brand Lotus potentially one of the front runners…
F1 extends Fanatics merchandising deal following strong 2020 sales
Formula 1 has announced a multi-year extension to its e-commerce and manufacturing deal with licensed sports merchandise operator Fanatics
SNTV aims to harness reach as it moves into brand space with Story10 launch
SNTV will look to leverage its media reach after launching a new arm of the business that identifies and distributes purpose-led and social activation content for brands and stakeholders, according to…
Castore lands five-year Saracens deal in move into English rugby union
English rugby union club Saracens has finalised its kit supply deal with UK-based sportswear brand Castore
Stone and Wood replaces Yenda as Rugby Australia beer sponsor
Australian brewery Stone and Wood Brewing Co. has become a sponsor of Rugby Australia and the Wallabies men’s national team ahead of the international season.
Manscaped teams up with PDC’s World Matchplay
Men’s grooming and hygiene brand Manscaped has agreed a deal with the Professional Darts Corporation to sponsor the 2021 World Matchplay championship.
LaLiga clubs report €77m net profit in 2019-20, hefty loss predicted in 2020-21
A decline of matchday income brought on by the onset of the Covid-19 pandemic has led to a 65-per-cent decline in profits for clubs in Spain’s top-flight La Liga Santander and second-tier La Liga Smart B…
GoDaddy strengthens ICC ties with WTC final sponsorship
US-based internet hosting company GoDaddy is among the sponsors of the ongoing World Test Championship final after becoming the latest brand to have agreed a deal with the International Cricket Council
Dafabet adds Palmeiras to portfolio, Betsul signs Internacional deal
Betting operator Dafabet has become the first sports betting sector company to sponsor Brazilian Série A club and last season’s Copa Libertadores champions Palmeiras.
NHL helmet sponsorships now permanent after one-year trial
The National Hockey League has made helmet sponsorships a permanent commercial fixture after introducing the move as a trial during the 2020-21 season to help teams recoup lost revenues during the Covid-19…
FDJ expands cycling commitment to women’s Tour de France
Amaury Sport Organisation, the organiser of cycling's Tour de France, has signed up government-owned sports betting operator Française des Jeux as a sponsor of the forthcoming women’s tournament.
Samsung sponsors Beckham-fronted Guild Esports, Ralph Lauren backs G2
Guild Esports, the esports organisation that boasts David Beckham as an investor-influencer, has signed consumer technology brand Samsung as its official display partner in the UK and Ireland
Macron to kit out EuroBasket-bound Great Britain, Kia ends ACB sponsorship
Italian sportswear manufacturer Macron has agreed to become the new kit supplier to the British Basketball Federation
BK8 still committed to breaking into football sector after Norwich controversy
Online betting operator BK8 has said that it remains committed to establishing a presence in the football sponsorship sector despite the recent termination of its shirt sponsor deal with English Premier…
AWS furthers F1 presence with Ferrari deal
Formula 1 team Ferrari has signed Amazon Web Services as its official cloud provider
Intesa Sanpaolo takes over from UBI Banca as NBA sponsor in Italy
Italian banking group Intesa Sanpaolo has agreed a deal to become a sponsor of the National Basketball Association.
Intesa Sanpaolo becomes the exclusive banking partner of the NBA in Italy
AFL and NRL deals highlight Therabody’s ‘significant investment’ in Australia
Wellness tech company Therabody signed two Australian sports league sponsorships this April, having entered the local market under its former Theragun corporate name in late 2019