Sponsorship & Marketing
West Ham puts faith in Trustly as new sponsor
English Premier League club West Ham United has signed up payments platform Trustly to its sponsorship portfolio.
The multi-year deal sees Trustly named the club’s 'Official Open Banking Partner'.
DoorDash named Nascar’s official on-demand delivery platform
US stock car racing series Nascar has secured a multiyear partnership with online food delivery service DoorDash, which has been designated its official on-demand delivery platform
Saudi city of NEOM reboots its sponsorship strategy with Mercedes EQ team deal
This weekend's Diriyah E-Prix offers an opportunity for Saudi future-city project NEOM to reboot its sponsorship strategy after it lost two key deals in the esports sector. But will a partnership with the Mercedes EQ team succeed in repositioning the Kingdom? Ben Cronin talks to sports partnership director Neal Coupland.
Head serves up multi-year sponsorship of the Laver Cup
Tennis equipment maker Head has signed a multi-year deal to become a global sponsor of the Laver Cup.
The deal will start at this year’s edition to be held at the TD Garden in Boston in September.
O2, Allianz among the highlights as RFU maintains deal flow even as lockdowns bites
Rugby Football Union chief commercial and marketing officer Simon Massie-Taylor explains how the organisation has kept sponsorship deals flowing, even while fans have been locked out of England international games. Matthew Williams reports.
REPX showcases branded pre-paid card business in Parma sponsorship
Fintech brand REPX has agreed a branded pre-paid card sponsorship with Italian Serie A football club Parma, likely to be the first of many signed by the company with European football clubs
Hennessy becomes NBA’s first global spirits partner
Leading cognac brand Hennessy has announced a global expansion of its sponsorship with the National Basketball Association, making Hennessy the 'Official Spirit of the NBA' worldwide
Round-Up: US ‘not confirmed’ for Beijing 2022, questions over IPL in India, Singapore Open tickets sell out, and more
The US has not made a final decision on whether it will take part in the Beijing 2022 Winter Olympics, a spokesperson for President Joe Biden said on Thursday, amid calls by some American politicians to…
PWHPA secures Adidas, CBC Sports partnerships
The Professional Women’s Hockey Players Association has gained a further commercial boost by bringing in Adidas as a team jersey partner for the 2021 Secret Dream Gap Tour.
EchoPark becomes title partner of inaugural Nascar Cup Series Race at COTA
Pre-owned vehicle retailer EchoPark Automotive will become the title partner of the inaugural Nascar Cup Series race at Circuit of the Americas in Austin, Texas, which is taking place on May 23
Mastercard renews long-term ties with Rugby World Cup
Mastercard has extended its long-running association with the Rugby World Cup in a sponsorship renewal
Under Armour continues rapid scale-down in sponsorship spend
US sports brand Under Armour has massively cut its long-term sponsorship obligations and halved its obligations overall as the sport brand turns away from expensive kit supplier contracts
Priority sectors outlined for ‘purpose-led’ UCI Cycling World Championships sponsors
Organisers of the 2023 UCI Cycling World Championships and the recently-appointed Inside Edge agency have prioritised ‘purpose-led’ sponsorship deals as they start to go to market with the commercial off…
Fanatics expands into Chinese market via Hillhouse Capital partnership
Sports merchandising giant Fanatics is expanding its operations into China though a joint venture with leading Asia-focused private equity fund Hillhouse Capital
Arsenal joins Real Madrid on Therabody’s sponsorship roster
Technology-based wellness brand Therabody has become the ‘Official Tech Wellness and Recovery Partner’ of Premier League club Arsenal.
Aston Martin signs up Peroni Libera 0.0% in CSM-brokered deal
Formula 1 team Aston Martin has added alcohol-free beer brand Peroni Libera 0.0% as a sponsor ahead of its return to the sport
Best of 2021 | Inside CVC’s $100m volleyball deal
Matthew Glendinning looks at the ambitions the International Volleyball Federation (FIVB) has for the future of the sport, which recently benefited from a significant investment from venture capital firm CVC Capital Partners.
Supercars ramps up sponsorship deals ahead of new season
Australian motor racing series Supercars has agreed a number of sponsorship deals ahead of this weekend’s season-opener at Bathurst, the Repco Mt Panorama 500.