Sponsorship & Marketing
Red Bull extends MotoGP involvement with Australian GP title sponsorship
Dorna Sports, series rights-holder and promoter of MotoGP, has signed up Red Bull as title sponsor of its Australian Grand Prix
Beko extends Barcelona training partner deal by one year, opts out of sleeve renewal
Spanish LaLiga club Barcelona has extended its training partner deal with Turkish white goods brand Beko for the 2021-22 season
NBL’s on-court sponsor decals become sticking point with players
The National Basketball League (NBL) is at loggerheads with the Australian Basketball Players’ Association (ABPA) over game safety, with the latter claiming sponsor decals on courts are presenting an i…
Roma finalises New Balance as Nike replacement
Italian football club AS Roma has finalised an agreement with New Balance as its new kit supplier.
The deal, which will begin at the start of the 2021-22 season, was first reported in October last year
Portuguese FA creates new official Amazon e-commerce store
The Portuguese Football Federation (FPF) has teamed up with e-commerce giant Amazon to launch a new official online store
Svenska Spel seals €2.5m-per-year sponsorship of Swedish Ski Association
Swedish state-owned gambling company Svenska Spel has signed as the new ‘principal partner’ of the Swedish Ski Association, starting this July.
Yamaha extends MotoGP commitment to 2026
Japanese motorbike manufacturer Yamaha has extended its participation in the MotoGP World Championship until the end of 2026, under a new five-year deal with the series' commercial rights-holder Dorna…
Round-Up: Questions over trans-Tasman Super Rugby, Sri Lankan cricketers call for governance change, CSA warns on Tests future, and more
There are still question marks over whether this year's planned trans-Tasman Super Rugby competition can go ahead. The tournament is scheduled to start in May
NRL adds EISS Super as match ball and regional series sponsor
Australia’s National Rugby League (NRL) has signed up industry super fund EISS Super as its match ball sponsor.
Fort consultancy to advise prospective US investors in European football
Ricardo Fort, the outgoing head of global sponsorship at Coca-Cola, believes the growth of American venture capital in sport will be a key area of interest for the new consultancy business he announced…
Müller upgrades European Indoors backing in deal brokered by Rocket Sports
Dairy products brand Müller has upgraded its sponsorship of the European Athletics Indoor Championships by becoming an Official Partner of the 2021 edition in Torun, Poland.
Werder Bremen adds 188Bet and renews with AB InBev
German Bundesliga club Werder Bremen has signed Asian online gambling brand 188Bet to its sponsorship portfolio
Michelob Ultra signs naming rights agreement with Las Vegas-based arena
Las Vegas-based sports and entertainment venue Mandalay Bay Resort and Casino has signed a multi-year naming rights agreement with beverage group Anheuser-Busch
McLaren signs up Cisco Webex ahead of season start
Formula 1 team McLaren Racing has signed up American video conferencing company Cisco Webex as its latest sponsor
Endeavor’s Kline to join Tottenham Hotspur as chief commercial officer
English Premier League club Tottenham Hotspur has turned to Todd Kline, the former chief commercial officer of the Miami Dolphins, to heat up its search for a stadium naming rights sponsor.
Cheltenham-based charity WellChild takes on Gold Cup naming rights
WellChild, a UK-based charity for seriously ill children, has reached an agreement with The Jockey Club to take on naming rights to this year’s edition of the Cheltenham Gold Cup horse racing event.
ECB signs Cinch as Natwest replacement
The England and Wales Cricket Board (ECB) has signed up online used car retailer Cinch as its new Principal Partner
Ricardo Fort leaves Coca-Cola to launch own consultancy
Brazilian sports marketer Ricardo Fort has quit his role as the head of global sponsorship at The Coca-Cola Company to set up his own consultancy, Sport by Fort