Sponsorship & Marketing
UniCredit makes sponsorship comeback with America’s Cup deal
Italian banking firm UniCredit has been announced as a Global Partner of sailing’s 37th America’s Cup, marking its first major deal since it decided not to renew as an official Uefa Champions League spo…
Former FA exec Hunter joins Wimbledon partnerships team
The All England Lawn Tennis and Croquet Club (AELTC) has appointed Sara Hunter, formerly of the English Football Association, as its head of brand partnerships and hospitality for the Wimbledon Championships
Toyota agrees Australia’s ‘largest sporting partnership’ with AFL renewal
The Australian Football League (AFL) has today (Monday) announced a four-year extension of its title sponsorship deal with Toyota
Asia Football Group named new AFC rights agency, FMA staff to transfer over
Media and sponsorship rights to the Asian Football Confederation’s flagship competitions will be sold by Asia Football Group (AFG), a new single-client entity set up following the termination of the A…
Wiesenhof named final Euro 2024 national sponsor
Uefa has completed its national sponsor tier for the men’s Euro 2024 tournament with the announcement of a deal with German poultry producer Wiesenhof.
EXCLUSIVE: AFC has deal in place with special purpose vehicle following FMA termination
The Asian Football Confederation (AFC) has terminated its exclusive eight-year commercial rights contract with Football Marketing Asia and is poised to appoint a new special purpose vehicle likely to comprise…
NHL sponsor BioSteel files for bankruptcy protection
Canadian sports drink BioSteel, a sponsor of the National Hockey League (NHL), has announced that it has sought and obtained "an initial order for creditor protection from the Ontario Superior Court of…
NHL considers digital ad board changes after fan complaints
The National Hockey League is considering making changes to its digitally enhanced dasherboards (DED) after complaints from fans during the technology's debut season in 2022-23
‘I’m Just Kane’: How Skechers became part of Harry’s game
Can the Skechers-Harry Kane partnership take a slice of the football boot market dominated by Nike and Adidas?
Basketball Bundesliga follows Infront deal with easyCredit title sponsor renewal
Following the recent strengthening of its ties with Infront, Germany’s Basketball Bundesliga (BBL) has extended its title sponsorship agreement with financial services company TeamBank.
Manchester City diversifies further with Joie academy stadium deal
Manchester City has today (Thursday) announced that UK baby products brand Joie will become the naming-rights sponsor of the club's Academy Stadium
EXCLUSIVE: Volkswagen will not sponsor Euro 2024 in Germany, citing need for ‘cost discipline’
Volkswagen will not sponsor next year’s Euro 2024, hosted in its home market of Germany, after deciding not to extend a deal covering Uefa’s men’s national team football competitions for ‘cost discipline’ reasons, SportBusiness can exclusively reveal.
Legends eyes finance package for potential ASM Global acquisition
Sports and entertainment company Legends Hospitality is ‘in talks’ to finance the potential acquisition of US venue and events management company ASM Global in a deal that could create a massive global pla…
IMG retires Seven League name as part of sweeping rebrand
IMG has this morning unveiled sweeping changes to its branding at its inaugural IMG Summit event in Oxfordshire, UK, modernising its logo and retiring the Seven League brand entirely in an attempt to offer…
PWHL announces first sponsor in founding partner deal with Canadian Tire
North America’s new Professional Women’s Hockey League (PWHL) has signed up its first founder partner, a multi-year deal with Canadian Tire.
Saracens appoints Pitch International as exclusive sponsorship sales agency
Saracens Rugby Club has appointed Pitch International as its exclusive sponsorship sales agency
Infront bolsters cycling portfolio with broad Tour of the Alps remit
Infront has struck an extensive five-year deal to commercialise the Tour of the Alps, the elite men's road cycling event on the second-tier UCI ProSeries
Sweetspot tasks Orsen with revitalising struggling Tour of Britain
SweetSpot, which organises and promotes cycling’s Tour of Britain, has turned to Orsen, the Switzerland-based sports marketing agency, to commercialise its events after failing to land a title sponsor.