Sponsorship & Marketing
CPL secures partnership with HelloFresh
The Canadian Premier League has announced a partnership with meal-kit provider HelloFresh, which has been designated the official meal kit delivery partner of the league.
NCAA women’s basketball tournament could be finally given ‘March Madness’ branding
The National Collegiate Athletic Association has announced that its Division I women's basketball tournament could be finally given "March Madness" branding as means to better promote the competition …
RLWC2021 adds Selco Builders Warehouse as latest sponsor
The organisers of the Rugby League World Cup 2021 have added Selco Builders Warehouse as a sponsor of the event
Koloa Rum strikes partnership with Raiders, Allegiant Stadium
The Koloa Rum Company has secured a partnership with the Las Vegas Raiders and Allegiant Stadium, securing the designation as the official ultra-premium rum of the National Football League team.
Sokin adds AS Monaco to football club portfolio
Fintech company Sokin has been named as the new 'Official Global Payments and FX Money Transfer Partner' of French Ligue 1 club AS Monaco
Cubs, Nike unveil latest uniform in MLB City Connect program
Alternate uniform effort seeks to tap into local culture and history
Lega Serie A renews TIM title sponsorship for next cycle
Lega Serie A has renewed its title sponsorship agreement with Italian telco TIM.
The three-year renewal builds on a long-term association between the two organisations, which dates back to 1998
Howden joins Ascot’s official partner roster
Ascot Racecourse has announced a five-year deal with Howden that will see the insurance broker become a top-tier official partner of the venue
Tata Consultancy Services to title sponsor London Marathon for six years from 2022
IT services and business solutions company Tata Consultancy Services has signed a major deal as title sponsor of the London Marathon for six years, from 2022 to 2027
Heineken seeks value from Euros in face of stadium and fan zone restrictions
Matthew Glendinning reports on Heineken’s Euro 2020 strategy for its full-strength and no-alcohol brands, Amstel’s penetration in South America and the beer group’s changing sponsorship portfolio.
RC Strasbourg continues long-running Adidas association
French Ligue 1 football club Racing Club de Strasbourg Alsace has signed an extension with its long-term kit supplier, global sportswear brand Adidas
Swisscom to end 20-year sponsorship of Swiss Ski
Swiss telco Swisscom will end its 20-year sponsorship of the Swiss Ski Federation after the 2021-22 season
BK8 replaces Dafabet as Norwich’s main sponsor
Norwich City has signed Asian online betting agency BK8 as its new principal sponsor ahead of its return to football’s English Premier League next season.
The Miami FC extends, expands jersey deal with Helbiz
Pandemic prompts significant reworking of original jersey pact
Herbalife becomes official supporter of 2020 AFF Suzuki Cup
Nutritional and wellness company Herbalife has been named an official supporter of the 2020 Asean Football Federation Suzuki Cup
West Ham and London Stadium sign extension with Heineken
Premier League football club West Ham United and the London Stadium, where it plays its home matches, have both signed an extension with Netherlands-based global beer company Heineken
TSM claims esports record with FTX naming rights deal
US esports organisation TSM has agreed a 10-year naming rights deal with cryptocurrency exchange FTX, adding that the $210m (€172.7m) valuation represents a record for the esports industry.
ICC announces strategic long-term agreement with BharatPe
The International Cricket Council has signed up Indian payments company BharatPe as a sponsor of all global ICC events until the end of 2023