Sponsorship & Marketing
Columbus Crew strikes Donatos Pizza partnership ahead of stadium opening
Major League Soccer's Columbus Crew SC has announced a multiyear partnership with Ohio-based pizza chain Donatos Pizza
Snickers becomes presenting partner of WrestleMania for sixth consecutive year
Mars Wrigley chocolate brand Snickers will become the presenting partner of WrestleMania for the sixth consecutive year.
Andretti United Extreme E signs Fluère as principal sponsor
Andretti United Extreme E has signed a contract with Next Frontier Brands to make zero-alcohol spirit brand Fluère its principal sponsor.
Satisfi Labs sponsors LA Galaxy and LA Kings, provides ‘conversational’ fan apps
Artificial intelligence company Satisfi Labs has signed as a sponsor of Major League Soccer club LA Galaxy and the National Hockey League’s LA Kings.
Castore eyes Italian market as talks continue with Serie A duo
UK-based sportswear brand Castore is in talks to take up the kit supply rights at two Serie A clubs, SportBusiness understands
Angel City FC brings in DoorDash as principal jersey sponsor
National Women's Soccer League expansion team Angel City FC has signed a multiyear agreement for online delivery service DoorDash to become its principal jersey sponsor
Shell extends major deal with Scuderia Ferrari as OMP Racing signs with Williams
Oil and lubricant brand Shell has extended its longstanding sponsorship of Scuderia Ferrari as the Formula 1 team’s ‘Innovation Partner’.
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Developer of mask accessory gains placement in NHL Lake Tahoe games
Newly developed Go-Clips to be used at league's outdoor event
Cycling World Championships organisers look to add to commercial team
Organisers of the inaugural UCI Cycling World Championships, which will be held in Glasgow and other Scottish venues in 2023, have started the recruitment process for a senior commercial manager
Infront: Record fan engagement for sponsors at Women’s EHF Euro 2020
Infront, the exclusive media and marketing partner of the European Handball Federation (EHF), has reported record levels of fan engagement for the Women’s EHF Euro 2020, hosted by Denmark in December.
BioSteel secures multiyear partnership with US Soccer
The United States Soccer Federation has announced a multiyear sponsorship deal with sports drink company BioSteel.
Lakers sign up Sportfive to secure jersey patch sponsor
The National Basketball Association's Los Angeles Lakers have appointed sports marketing agency Sportfive to secure the team’s next jersey patch sponsor.
Sportfive, Riot Games and Freaks 4U Gaming team up for new esports series
The Sportfive agency has teamed up with video game developer Riot Games and esports agency Freaks 4U Gaming on the commercialisation of the Valorant Champions Tour esports series
Goldin Auctions secures $40m in funding led by The Chernin Group
Investment round also involves series of industry luminaries
Ladies European Tour secures Titleist deal
Golf’s Ladies European Tour (LET) has signed up golf equipment brand Titleist to its sponsorship portfolio.
Icrypex pays Beşiktaş in Bitcoin for naming deal, as Bitci brands Rangers
Cryptocurrency market Icrypex has become the name and main jersey sponsor of Turkish basketball team Beşiktaş JK – and is paying for the rights in Bitcoin.
Adidas finalises plans to sell Reebok
German sportswear company Adidas has confirmed plans to divest its Reebok label in order to focus efforts on further strengthening its own brand
Round-Up: Women’s World Cup COOs named, criteria set for new Tokyo 2020 leader, AFL reports A$23m loss, and more
Fifa has appointed two chief operating officers for the Women’s World Cup 2023 in Australia and New Zealand.