Sponsorship & Marketing

Cycling
Sponsorship & Marketing

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
Golf
Sponsorship & Marketing

Golf equipment manufacturer Callaway has expanded its sponsorship of the PGA and PGA Tour of Australasia with a new three-year deal
Football
Sponsorship & Marketing

English Premier League club Norwich City has named Lotus Cars as its new front-of-shirt sponsor for the 2021-22 season
Football
Sponsorship & Marketing

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…
Golf
Sponsorship & Marketing

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. I
Football
Sponsorship & Marketing

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
Motorsport
Media

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…
Football
Sponsorship & Marketing

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…
Sponsorship & Marketing

Media group Discovery has signed a sponsorship contract with investment platform eToro ahead of the Tokyo Olympics
Football
Sponsorship & Marketing

Thai energy drink Carabao has extended its title sponsorship agreement for the EFL Cup, English football’s league cup, for another two seasons.
Tennis
Sponsorship & Marketing

Electronics specialist Panasonic has signed up tennis player Naomi Osaka as a brand ambassador in a two-year agreement
Tennis
Licensing & Merchandising

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…
Football
Sponsorship & Marketing

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
Football
Sponsorship & Marketing

Campeonato Brasileiro Série A clubs Grêmio and Internacional have continued a policy of sharing shirt sponsors by agreeing deals with retail store chain Americanas.
Motorsport
Sponsorship & Marketing

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…
Motorsport
Sponsorship & Marketing

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.
Cricket
Sponsorship & Marketing

Nike has agreed a kit deal with the Big Bash League to supply all eight teams with playing and training wear for next season
Multi-sport
Media

Large collection of new sponsors help fuel robust network totals