Sponsorship & Marketing
MLB expands Spectrum Solutions tie to include MiLB testing
Saliva-based virus testing to be conducted across affiliated minors
LNR signs Betclic as Top 14 sponsor
France’s Ligue Nationale de Rugby has signed up gambling platform Betclic as a sponsor of its Top 14 competition.
PayPal seeks to showcase payment technology via Earthquakes naming rights deal
Silicon Valley-based global online payments company secures long-term partnership with MLS team San Jose Earthquakes to help "reimagine the future of live event experiences for sporting fans." Bob Williams reports.
Cinch appoints Pitch Marketing Group to activate sponsorships
Online used car retailer Cinch has appointed Pitch Marketing Group to activate its sponsorship deals in the sports market
Eintracht Frankfurt awards Sportfive virtual advertising and Asian commercial role
Bundesliga side Eintracht Frankfurt has turned to the Sportfive agency to sell its virtual perimeter advertising on a global and exclusive basis
Men’s Journal sponsors IMG’s Formula Drift and Escape from Alcatraz Triathlon
Men's lifestyle magazine Men’s Journal has become the official lifestyle media partner of motorsport series Formula Drift and the Escape from Alcatraz Triathlon in deals brokered by the IMG Agency.
Angel City FC appoints Women’s Sports Group to build global brand
NWSL expansion club continues to expand ambitions
Therabody adds Mets to sponsorship portfolio
Tech wellness company Therabody has further integrated within Major League Baseball by striking a partnership with the New York Mets
WWE appoints long-serving Fox executive Lilien to SVP, sponsorship sales role
World Wrestling Entertainment has appointed Claudine Lilien, a long-time executive at media group Fox, as senior vice-president and head of global sales and partnerships
Premier Sports lands Scottish League Cup title sponsorship, extends broadcast rights
Subscription broadcaster Premier Sports is to assume the title sponsorship rights to the Scottish League Cup from next season onwards and has also extended its broadcast rights to the tournament
Hisense returns as World Cup sponsor for Qatar 2022
Chinese technology company Hisense has extended its association with the Fifa World Cup, signing on as an official sponsor of next year’s edition of the national team football tournament in Qatar.
Asahi Group becomes third global sponsor of 2023 Rugby World Cup
World Rugby has signed up Asahi Group, the Japanese alcoholic and soft drinks company, as a global sponsor for the next edition of the Rugby World Cup, which is being held in France in 2023
Eleven years after hosting the Fifa World Cup, African football is facing its deepest crisis
African football finds itself facing an existential crisis down in large measure to questionable decision-making by the Confederation of African Football and Fifa, football’s world governing body. Frank Dunne looks at where it all went wrong.
What the European Super League controversy will mean for sponsorship
The plot by 12 clubs to break away from the Champions League has undermined their claims to represent certain values and engagement with their fanbases. Ben Cronin, global head of Publicis Sport & Entertainment says sponsorship could suffer as a result
Sale of LeBron James card matches industry record
Highly rare card of NBA superstar rises in status as coveted collector item
Toyota, USA Ski & Snowboard reunite in multiyear partnership
US Ski & Snowboard has struck a multiyear partnership with car manufacturer Toyota through the 2026 Winter Olympics after a two-year hiatus between the two parties
Cazoo continues sponsorship drive with St Leger Festival naming rights
Horse racing’s Arena Racing Company has signed up online used car retailer Cazoo as headline sponsor of its St Leger Festival.
Borilli Racing extends as FIM EnduroGP World Championship title sponsor
The International Motorcycling Federation (FIM) has retained road tyre manufacturer Borilli Racing as title sponsor for the 2021 Borilli FIM EnduroGP World Championship