Sponsorship & Marketing
TSC study: Sponsor brands want rights-holders to define their values
An international sponsorship industry survey has found that the vast majority of sponsors consider it important for sports properties to have clear values, but that rights-holders were less uniformly able…
DHL and Tudor become first sponsors of 2022 Rugby World Cup Sevens
Logistics company DHL and the Swiss watch manufacturer Tudor are the first to strike deals to sponsor the 2022 Rugby World Cup Sevens
Crypto.com Coppa Italia sponsorship provides “pilot project” for Lega Serie A’s NFT push
Lega Serie A has become the first major football league to take a step into the rapidly-growing NFT market. It hopes to utilise its deal with Crypto.com for the 2021 Coppa Italia final as a case study to convince its clubs to collectivise rights around NFTs, allowing for a longer term sponsorship agreement with the brand.
RFU secures long-term Guinness renewal
England’s Rugby Football Union has renewed its sponsorship with alcohol brand Guinness.
The association first began in 2013 and will now continue until August 2025 across a four-year extension.
Rugby Australia calls off sponsor search as Cadbury signs as principal partner
Rugby Australia has named Cadbury as the new principal partner of the Wallabies men’s national rugby union team, ending an intense search period for the main jersey sponsor after the exit of airline Q…
Broadcast plans outlined for DFB Pokal final, president Keller offers resignation
The German Football Federation (DFB) has unveiled the broadcast details for tomorrow’s (Thursday’s) DFB Pokal final, which will be streamed via the governing body’s official YouTube channel in countries witho…
UCI expands association with Santini to new Track Champions League
Cycling’s world governing body, the Union Cycliste Internationale, has added Italian sportswear company Santini as a sponsor of the newly-formed UCI Track Champions League.
Engelbert Strauss recruits Infront’s Dominguez to head up in-house sponsorship unit
Germany-based workwear supplier Engelbert Strauss has recruited Antonio Dominguez from the Infront agency to head up its new in-house sponsorship division
Business sustainability expert Stephane Bazire appointed by Silverstone
UK motorsports circuit Silverstone has appointed Stephane Bazire as its head of business sustainability
RFEF claims first with Bitci.com fan token deal
The Spanish Football Federation (RFEF) has claimed a first for a national football team by introducing fan tokens through an agreement with Turkish cryptocurrency exchange Bitci.com
TaylorMade acquired by Korean private equity group
Golf equipment brand TaylorMade has been acquired by Korea-based private equity firm, Centroid Investment Partners
Heineken brings in Miami Dolphins as its first NFL team partner
Heineken USA has secured its first sponsorship deal with a National Football League team as the official import beer and hard seltzer partner of the Miami Dolphins and Hard Rock Stadium.
Tour of Britain and other UK events link up with Pearl Izumi
Sweetspot Group, organisers of UK cycling events including the tour of Britain, has signed up cycling outfitters Pearl Izumi as a sponsor
Gazin Group follows Fluminense deal with São Paulo extension
The Gazin Group has extended its back-of-shirt sponsorship with Brazilian football club São Paulo for another year.
eToro identifies user “passion point” in rugby union to accelerate growth in Australia
eToro extended its home match naming rights deal with Rugby Australia having identified the sponsorship as the most efficient way to hit its target 20-to-45-year-old male demographic in a growth territory
Everton adds Sokin to portfolio in global sponsorship deal
Premier League side Everton has signed financial technology company Sokin as its Official Global Payments Partner
Football Australia extends deal with Compeat Nutrition
Football Australia is extending its deal with healthcare company Compeat Nutrition, offering nutritional support to its players, through to August 2022
Wynn Resorts becomes 12th founding partner of Allegiant Stadium
Wynn Resorts has become the official nightlife partner of the National Football League’s Las Vegas Raiders and Allegiant Stadium, the home of the team, as well as an official gaming partner of the Raiders.