Sponsorship & Marketing
Cognizant adds SailGP to developing sponsorship portfolio
Professional services company Cognizant has agreed its latest sports sponsorship deal by becoming the official digital transformation partner of sailing championship SailGP
Topps set to go public in SPAC deal
Merger values venerable trading card company at $1.3bn
Unilever’s Lifebuoy develops cricket presence with new ECB deal
The England and Wales Cricket Board has expanded its association with Unilever-owned hygiene brand Lifebuoy
Cazoo adds Epsom Festival and Derby title rights to growing portfolio
Online car retailer Cazoo has become the main sponsor of The Derby Festival, giving the brand naming sponsorship rights to the flat racing classics – the Epsom Derby and the Oaks.
Round-Up: Beijing 2022 test event, Football Australia to launch media rights tender, Sun Yang hearing date set, and more
A Beijing 2022 Winter Olympics test event trialled having media conduct interviews with athletes in a 'mixed zone' in which they were in separate rooms and connected via video link - China News
San Jose Earthquakes secure 10-year naming rights deal with PayPal
Major League Soccer's San Jose Earthquakes have struck a 10-year naming rights deal with Silicon Valley-based global online payments company PayPal
Legends to lead sponsorships for the University of Miami
Pact is among the first for Legends after Sixth Street takeover
Sony’s PlayStation5 named official console of NBA 2K League
The NBA 2K League has announced a multiyear partnership with Sony Interactive Entertainment that makes PlayStation5 the official console of the National Basketball Association's esports property
Fanatics, University of Minnesota sign omnichannel agreement
Global sports merchandising giant further expands its collegiate business
Vertu Motors seeks brand exposure in first sports sponsorship deals
New and used car retailer Vertu Motors has signed sponsorship contracts with Yorkshire and Durham County Cricket clubs and basketball team Newcastle Eagles
Bids invited for Uefa club competitions metal coins licensing contract
Uefa and its appointed Team Marketing agency have invited proposals for the creation of Uefa club competition branded licensed products in the category of ‘precious metal coins’.
Extreme E signs non-exclusive DAZN deal in 100+ countries, adds Allianz as sponsor
Over-the-top subscription streaming broadcaster DAZN has secured non-exclusive rights to Extreme E, the new electric off-road racing series, in over 100 countries
Dodgers dominate latest MLB jersey sales rankings
Team's first World Series title in 32 years drives fan spending
Expo 2020 becomes Rajasthan Royals’ main sponsor, MPL extends with KKR
The Rajasthan Royals has signed Expo 2020 Dubai as its principal sponsor, while gaming platform Mobile Premier League will continue in the same role for fellow Indian Premier League cricket franchise Kolkata…
ICC signs up Himalaya Men as brand extends cricket presence
The International Cricket Council (ICC) has added men’s personal care specialist Himalaya Men to its sponsorship portfolio.
Riot Games’ European sponsorship head Dechelotte on the move
Alban Dechelotte, Riot Games’ head of partnerships and business development in Europe, the Middle East and Africa, has left his role at the esports event organiser and video game developer.
Schalke secures Gazprom extension despite relegation fears
German football club Schalke 04 has secured a long-term extension with its main sponsor, Gazprom
Matthew Glendinning | Why sponsors would favour the Swiss-format Champions League
Ratification of the proposed Swiss format for the Champions League has been delayed by Europe's most powerful clubs, but there's another group with a keen interest in the outcome – the sponsors