Sponsorship & Marketing
Formula 1 adds Workday as regional sponsor in UK, Germany
Formula 1 has signed up finance and human resources company Workday as a regional sponsor
NHL, Clorox strike multiyear North American partnership
The National Hockey League has struck a multiyear North American partnership with cleaning products brand Clorox, which has been designated the official cleaning and disinfecting product partner of the…
Manchester United fans target sponsors in ramp-up of protest against club owners
A Manchester United supporters’ group has threated to “boycott products and tarnish brands” of the club’s sponsors in an online protest against the Glazer family, which owns the club.
In
Rugby Australia extends naming rights agreement with eToro
Rugby Australia has extended a naming rights deal with investment platform eToro until the end of 2023
Serie A excludes lower league teams in Coppa Italia revamp, signs Crypto.com deal
Lega Pro, organising body of Italian football's third-tier Serie C, has said it will take “every initiative to protect the rights of its teams” after plans were revealed to exclude third- and fourth-tier foo…
Giants, Grayscale secure first NFL team cryptocurrency partnership
Cryptocurrency asset manager Grayscale Investment has become the first bitcoin-focused company to officially partner with a National Football League team following an agreement with the New York Giants.
Sacramento Republic hopes to boost MLS bid with stadium naming rights deal
United Soccer League Championship team Sacramento Republic FC will now play in Heart Health Park after securing a multiyear naming rights deal with local health insurance provider Western Health Advantage.
Local firm lands naming rights to Coventry’s Ricoh Arena in 10-year deal
Coventry Building Society has acquired naming rights to the city’s Ricoh Arena, home of Premiership rugby union club Wasps and, from next season, Championship football club Coventry City.
England Football launched as FA’s visual identity
The English Football Association has launched a new brand, England Football, as its new visual identity for the grassroots game in the country
Young Boys retain Valiant as Premium Partner
Swiss Super League club BSC Young Boys has extended its sponsorship agreement with Valiant, the Swiss financial services provider
UFC joins Socios.com as fan token offering expands in the US
Blockchain provider Chiliz has signed up the Ultimate Fighting Championship mixed martial arts organisation to launch UFC fan tokens on the mobile app Socios.com
Mexican Football Federation unveils marketing campaign exclusively for US fans
The Mexican Football Federation, known domestically as Federaciòn Mexicana de Futbol (FMF), has unveiled its first marketing campaign developed exclusively for fans of the Mexico men's national team i…
FedEx delivers upgrade from Europa League to Champions League sponsor
Delivery services specialist FedEx will step up to become a sponsor of the Uefa Champions League across the 2021-24 cycle
KIN Partners lands Real Madrid commercial sales deal
London-based sports talent and commercial management agency KIN Partners has been appointed by Real Madrid to serve as a commercial sales partner for the Spanish LaLiga club
Under Armour posts sharply improved financial report
Both revenue and earnings for embattled company beat analyst expectations
Rangers renew 32Red shirt sponsorship with heightened exposure for Unibet
Newly-crowned Scottish Premiership champions Rangers have renewed a shirt sponsorship agreement with Kindred Group, the betting operator that houses the 32Red and Unibet brands
Lavazza renews with Ascot Racecourse for three more years
Coffee brand Lavazza has renewed its long-standing sponsorship relationship with the UK’s Ascot Racecourse.
Tokyo Time to produce exclusive headwear for One Championship
Singapore-based mixed martial arts promotion One Championship has agreed a licensing deal with headwear brand Tokyo Time, providing it with limited edition hats and beanies