Sponsorship & Marketing

Equestrian
Licensing & Merchandising

The International Equestrian Federation (FEI) has signed a five-year licensing agreement with interactive entertainment company GoGallop to collaborate on a series of egames
Motorsport
Sponsorship & Marketing

Luxury watch brand TAG Heuer has extended its sponsorship of the Red Bull Racing Honda Formula 1 team until 2024
Esports
Sponsorship & Marketing

Skincare brand Nivea has signed a naming rights deal with the EA Sports FIFA 21 E-League set to take place next weekend (April 23-24)
Triathlon
Fan Engagement

The Professional Triathletes Organisation has appointed the Engage Digital Partners agency as its strategic digital advisor and services partner
Motorsport
Sponsorship & Marketing

Peroni 0.0%’s entry into the Formula One market with Aston Martin will support parent company Asahi Group’s vision of increasing the prominence of non-alcoholic brands in its portfolio.
Motorsport
Sponsorship & Marketing

Infront Moto Racing, the company that manages the exclusive television, marketing, and promotional worldwide rights of the FIM Motocross World Championship, has signed up MYLAPS Sports Timing as a technical…
Football
Sponsorship & Marketing

English Premier League football club West Ham United has selected the US-based Kore Software to help manage its sponsorship programme
Football
Education

Major League Soccer has announced a multiyear partnership with the University of South Carolina, which has been designated an official education partner of MLS
Golf
Sports Betting

The PGA Tour and leading US gaming operator DraftKings have announced plans to open and operate a premium retail sportsbook at TPC Scottsdale as part of an expanded partnership.
Football
Sponsorship & Marketing

IMG Academy, the IMG agency’s sports and educational performance unit, has signed a sponsorship contract with football equipment manufacturer Select.
Football
Fan Engagement

Specialist sports investment firm Capital Sports Media has signed deals with Turkish Süper Lig clubs Göztepe and Sivasspor to help develop new social media strategies as well as explore ways to monetise t…
College Sports
Licensing & Merchandising

Boston College has struck a 10-year footwear and apparel partnership with New Balance worth a reported $45m
Football
Sponsorship & Marketing

Major League Soccer has announced a multiyear, multifaceted partnership with American multinational consumer goods corporation Procter & Gamble ahead of its 26th season
Football
Sponsorship & Marketing

Betting operator Betano has written to Portugal’s top-flight football clubs and threatened legal action against the Portuguese Professional Football League (LPFP), after it was beaten by rival company B…
Motorsport
Sponsorship & Marketing

Extreme E, the electric off-road series, has chosen recently-launched consulting agency Vmatch to design its marketing approach with global brands
American Football
Sponsorship & Marketing

The National Football League has announced a multiyear partnership with US global technology company Cisco, which has been designated an official technology partner of the NFL.
Football
Sponsorship & Marketing

European football governing body Uefa is launching regional sponsorship packages in China and the US market for its flagship Uefa Champions League tournament
Football
Sponsorship & Marketing

Major League Soccer's Columbus Crew SC has announced a multiyear partnership with electric energy company American Electric Power, which has been designated as a founding partner of the club and New Crew …