Sponsorship & Marketing
Pistons bring in United Wholesale Mortgage as jersey sponsor
The National Basketball Association's Detroit Pistons have signed a wide-ranging multiyear agreement with wholesale mortgage lender United Wholesale Mortgage, which has been designated the team's jersey…
Bitci.com builds on football portfolio with Wolves sleeve deal
Premier League football club Wolverhampton Wanderers has signed the cryptocurrency trading platform Bitci.com as its new sleeve sponsor for the 2021-22 season
Endeavor’s 160over90 invests in ‘multicultural marketing’ agency Obsidianworks
160over90, the marketing services arm of sports and entertainment group Endeavor, has announced a strategic investment and partnership with Obsidianworks, the marketing agency founded by actor and producer…
Puma named EFL match ball supplier as Mitre era over
Sportswear manufacturer Puma has become the new official match ball supplier of the English Football League, displacing Mitre, the UK-based sports equipment supplier, in the process
ESA study: Pandemic provoked drop in European sponsorship industry confidence
Overall confidence among European sponsorship professionals has dipped in the last month, reflecting “ongoing challenges in overcoming the Covid-19 pandemic”, according to the tenth edition of the Eur…
AFF considers centralised venue for Suzuki Cup
The Asean Football Federation is considering playing this year's Suzuki Cup at a centralised venue, instead of the usual series of home and away matches, due to the pandemic
Concacaf brings back Valvoline as 2021 Gold Cup, Nations League finals sponsor
Concacaf has struck a year-long partnership extension with premium automotive lubricant company Valvoline, which has been designated the official motor oil and lubricant of the 2021 Gold Cup, and a partner o…
Therabody adds Ronaldo to growing athlete roster
Juventus and Portugal football player Cristiano Ronaldo has become the latest athlete to link up with wellness brand Therabody
Betano takes on master sponsor role at Fluminense
European betting company Betano has become the new master sponsor of Brazilian football club Fluminense in a two-year deal
MTN extends headline sponsorship of SA Rugby
Telco MTN has renewed its headline sponsorship of South Africa’s men’s rugby union team and has also been confirmed as a principal partner of the British and Irish Lions’ upcoming tour of the country.
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BetMGM brings in NHL legend Gretzky as brand ambassador
Leading United States-based gaming operator BetMGM has brought in National Hockey League legend Wayne Gretzky as a brand ambassador to help the company grow domestically and potentially into Canada
Betsson signs on as regional sponsor of Copa América
Online gaming operator Betsson has been unveiled as a regional sponsor of the upcoming Copa América national team football tournament in Brazil.
Southampton expands association with Utilita to include junior front-of-shirt rights
Premier League football club Southampton has signed an extension to its sponsorship contract with energy company Utilita
Pega signs up as Ryder Cup worldwide supplier, BP also confirmed as sponsor
US-based software company Pegasystems (Pega) has signed as a worldwide supplier for the next two editions of the Ryder Cup
Neoenergia becomes first dedicated sponsor of Brazilian women’s football
The Brazilian Football Confederation (CBF) has agreed a deal for energy company Neoenergia to become the first exclusive sponsor its women’s national team.
Modelo named official import beer of Kraken, Climate Pledge Arena
National Hockey League expansion team Seattle Kraken has announced Modelo as the official import beer partner of the franchise and Climate Pledge Arena
Manchester United adds travel provider sportsbreaks.com to sponsorship portfolio
Premier League football club Manchester United has added Clarity Travel’s consumer travel provider Sportsbreaks.com to its sponsorship portfolio.
Norwich City to work with Eleven Sports Media on local sponsorship sales
Norwich City has become the latest Premier League club to work with Eleven Sports Media to drive local, community-driven sponsorship sales