Sponsorship & Marketing
Rhinos extend with Leeds Building Society to set record Super League duration
English rugby league team Leeds Rhinos has extended its main club sponsorship deal with Leeds Building Society for another three years
Tiger Woods returning to video games with new 2K deal
Iconic golfer ends a nearly eight-year absence from the gaming industry
Sportfive retains German Football Federation hospitality sales contract
The Sportfive agency has extended its agreement to sell hospitality packages for the matches of Germany’s men’s, women’s and U21 national teams, as well as for the men’s and women’s DFB Pokal final.
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Magic name Violet Defense its official UV disinfection partner
Ongoing Covid-19 pandemic helps forge new areas of sports sponsorship
Yoplait Kids backs Team GB sponsorship with seven-figure ATL commitment
The General Mills-owned Yoplait Kids yoghurt brand will sponsor Team GB for the next three Olympic Games
Topps, Sports Illustrated collaborate on magazine-themed cards
Limited-edition card set recreates classic baseball covers from venerable magazine
Ciesla: Motorsport Network’s apparel move a ‘significant commercial add-on’
Automotive-focused media and technology company Motorsport Network’s step into the apparel market is a “significant add-on” to the organisation’s commercial operation, says chief operating officer Oliver …
Former Spotify, Minute Media and SRI executives launch specialist esports agency
Four former executives from Spotify, Minute Media and specialist esports executive search practice SRI have founded Reset, a new agency focused on the esports industry
Oxen replaces Hummel as RFL kit supplier
The Rugby Football League (RFL) has signed a new five-year kit supplier deal with UK-based sportswear company Oxen
Roma signs deals with REPX and LeoVegas.News
Italian Serie A football club AS Roma has added fintech company REPX and LeoVegas.News, a sports website operated by online casino LeoVegas, to its official partner roster
MLB signs partnership agreement with Citrix
Company gains sponsorship rights, will supply league with digital workspace solutions
Red Bull Racing bags Walmart deal
Formula 1 team Red Bull Racing has added to its sponsorship portfolio ahead of the 2021 season by agreeing a one-year deal with US retail corporation Walmart
UFC leans in to CBD sponsorship with Love Hemp
The Ultimate Fighting Championship (UFC) has signed up cannabidiol (CBD) and Hemp product specialists Love Hemp as a global sponsor.
The five-year, multi-million dollar deal will run from June 1 2021
Camelot to aid Team GB and ParalympicsGB’s Tokyo preparations
Camelot, the company which operates the UK’s National Lottery, has agreed sponsorship deals with the British Olympic Association and British Paralympic Association ahead of the rescheduled summer Olympic a…
Benfica engages WME Sports in stadium and academy naming rights search
Portuguese football club Benfica has contracted WME Sports, the sports representation arm of the Endeavor-owned WME agency, to secure naming rights partners for the club’s Benfica Stadium and Benfica Y…
Round-Up: China ‘asks Alibaba to divest media assets’, Tokyo torch relay to start without fans, and more
The Chinese government has asked internet giant Alibaba to divest its assets in the media sector due to concern about the company's public influence
British & Irish Lions add Fuller’s London Pride as latest sponsor
The British & Irish Lions have signed up English beer brand Fuller’s London Pride as a sponsor.
AFL signs up Continental and Virgin Australia ahead of new season
The AFL has signed up German tyre brand Continental as a new sponsor for the 2021 AFL Premiership season and extended its key airline carrier deal with Virgin Australia