Sponsorship & Marketing
England Athletics appoints SB Partnerships to find sustainability sponsor
National athletics governing body England Athletics has appointed the consultancy SB Partnerships to lead the search for its first ‘Official Sustainability Partner’.
Nottingham Forest strikes sponsorship deal with The Skinny Food Co
English Championship football club Nottingham Forest has agreed a sponsorship deal with local nutrition brand The Skinny Food Co
World Rugby’s latest deal with Mastercard focuses on developing women’s rugby
World Rugby has built on its association with global payments specialist Mastercard with a new sponsorship deal focused on women’s rugby.
Fiji Rugby hails ‘superior’ Nike kit deal
US sportswear manufacturer Nike has agreed a deal to become the official kit supplier of Fiji Rugby
Credit Karma to title-sponsor Nascar Xfinity Series race in Atlanta
Credit Karma Money has secured a wide-ranging partnership with Speedway Motorsports to become the title sponsor of the Nascar Xfinity Series race at Atlanta Motor Speedway on July 10.
UFC agrees betting sponsorship deal with Neds
Sports betting company Neds has agreed a deal with the Ultimate Fighting Championship to become the official wagering partner of the mixed martial arts promoter in Australia
Cazoo snaps up two title sponsorships on European Tour’s UK Swing
Online car retailer Cazoo will title sponsor two golf tournaments on the European Tour’s UK Swing – the multi-tournament UK segment on the 2021 Race to Dubai calendar.
Skyworth extends sponsorship activity with Juventus deal
Italian Serie A football club Juventus has agreed a sponsorship deal with Chinese television set manufacturer Skyworth
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.