Sponsorship & Marketing
LPGA strikes marketing partnership with Zinus
The Ladies Professional Golf Association has announced that global e-commerce mattress and furniture company Zinus has been named an official marketing partner of the organization, as well as its official…
Dunlop and Highland Spring sign up as suppliers to UK Pro League
UK sports media company River Media Partners has signed Dunlop and Highland Spring Water to the sponsorship portfolio of its UK Pro League tennis competition
Pepsi Max campaign to run across men’s and women’s Champions League competitions
Global food and beverage company PepsiCo has launched a new Uefa Champions League football campaign around its Pepsi Max brand across both the men’s and women’s competitions.
Monster Energy named Big3 official energy drink
The Big3 basketball league has taken another major step towards a return to play this summer with the announcement that Monster Energy will become its official energy drink.
Notre Dame sitting out EA game revival until NIL rules clarified
Swarbrick, Kelly give strong support to greater player NIL rights
R&A, USGA seek to open up sponsorship for amateur golfers
The R&A and United States Golf Association (USGA) have drawn up a series of proposals for the amateur game that could allow golfers to agree sponsorship deals without restrictions
IMG brokers LK Bennett womenswear deal for Ascot Racecourse
IMG has brokered a deal to further expand Ascot Racecourse’s licensed product portfolio, agreeing a partnership with British luxury clothing brand LK Bennett to produce a range of ready-to-wear women’s fas…
Betway adds T20 Challenge title deal to Cricket South Africa portfolio
Online betting and gaming company Betway has become title sponsor of Cricket South Africa’s Twenty20 competition, the T20 Challenge.
Terrence Burns | Brands need to seize 2026 World Cup and 2028 Olympics opportunities now
Terrence Burns, Olympic and global sports marketing veteran, argues that the sooner US brands seize on the opportunities presented by two major events in their own backyard, the greater their chances for success
Cisco Webex sponsors new Australian PGA tournament series
US video conferencing company Cisco Webex has become the inaugural presenting partner of the PGA of Australia's The Players Series, a new mixed tournament series that involves men and women competing in…
FC Dallas brings in MTX as principal jersey partner
Major League Soccer's FC Dallas has announced that Frisco-based information technology company MTX Group has become its new principal jersey partner
Uefa invites offers for final women’s football package as five offers accepted
European football governing body Uefa and its appointed Two Circles agency have accepted five offers for 'Women’s Football Global Sponsorship Packages' for the 2021-25 cycle.
WTT hands Cowan European role, extends with commercial consultant Le Floc’h
Jonny Cowan, the European marketing manager at the International Table Tennis Federation, has been appointed to a role in Europe at World Table Tennis, the commercial arm of the international governing…
Addition of Qatar Airways makes dozen sponsors of Euro 2020
Qatar Airways has signed up as the ‘Official Airline’ for this summer’s Euro 2020 tournament.
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Hyperice brings in Lakers as first NBA team partner
Hyperice, the increasingly prominent recovery and performance technology company, has announced a multiyear partnership with the National Basketball Association's Los Angeles Lakers
British & Irish Lions add Chase Distillery to supplier tier
The British and Irish Lions have signed up Chase Distillery to their sponsorship portfolio
Real Madrid ‘lines up €150m deal’ with Saudi tourism project
Spanish LaLiga club Real Madrid is reportedly in advanced talks with Saudi Arabia’s Qiddiya sports and entertainment project concerning a €150m ($182m) partnership that would include main sponsorship rig…
Ex-Infront executive Holmgren joins Emotion Group
Sports marketing and events company Emotion Group has appointed Patrik Holmgren, the former senior director of summer sports at the Infront agency, as head of sales and marketing in Germany and the Iberian…