Sponsorship & Marketing
Omega extends long-term backing of golf’s European Masters
Swiss watchmaker Omega has renewed its long-running title sponsorship of the European Masters golf event until 2027.
Omega has lent its name to the European Tour event since 2001
INF rebrands as World Netball, CSM to support commercial strategy
The International Netball Federation has rebranded as World Netball and appointed the CSM Sport & Entertainment agency to develop a new global commercial strategy for the body
Coates sponsors State of Origin series as LED inventory sells out
Australia’s National Rugby League has signed up equipment hire provider Coates to a four-year sponsorship of the State of Origin Series.
Twitter, Opendorse partner to enable student-athletes to monetize video content
Twitter has secured a partnership with athlete marketing platform Opendorse, which will provide student-athletes in the United States with a pathway to monetize video content on the social media platform
Cazoo takes WRU front-of-shirt rights in latest sponsorship move
The Welsh Rugby Union has signed up online automotive retailer Cazoo as its new front-of-shirt sponsor
Dignitas secures unique LCS naming rights partnership with QNTMPAY
Esports organization Dignitas has secured a wide-ranging partnership with Canada-based digital bank QNTMPAY, which will include its League of Legends Championship Series (LCS) team being rebranded as "D…
Beer brand Jubel signs with Tour of Britain as search continues for title sponsor
Craft beer brand Jubel has signed as the ‘Official Après Beer’ of the UK’s pro-cycling events, the Tour of Britain, Women’s Tour and Tour Series.
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Pepsi Max, Gatorade sign on as drinks sponsors of RLWC2021
Soft drinks producer Britvic has signed a major deal with the organising committee for this year’s Rugby League World Cup, through which its brands Pepsi Max and Gatorade will become official sponsors o…
NHL expands presence in Baltics with OlyBet sports betting partnership
The National Hockey League has announced a partnership with Olympic Entertainment Group, which has named the Estonia-based gaming operator's flagship betting brand OlyBet the league's official sports betting…
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