Sponsorship & Marketing

The Asian Football Confederation, through its appointed agency Football Marketing Asia, has issued an invitation to tender for sponsorship rights in the electronics category to its flagship national team…

Formula 1 has signed up water treatment supplier BWT as title sponsor of its two upcoming grand prix events in Austria

Sports sponsorship industry consultant Giles Morgan has been appointed head of sponsorship and partnerships at investment and asset management company Standard Life Aberdeen

Salesforce, the American cloud-based software company, has secured a multiyear partnership with Team USA and the Los Angeles Olympic and Paralympic Games in 2028, as well as an agreement with NBCUniversal …

The National Football League has signed Diageo, the world's largest distiller, as an official spirits sponsor, a move arriving four years after lifting a ban on liquor advertising within the league

English Premier League football club Leeds United has signed a sponsorship deal with vehicle solutions company AMT

Interregional Sports Group has strengthened its position in the European football rights market by agreeing a deal to acquire sports sponsorship agency Samson Sport Consultancy

Tennis e-learning brand TopCourt has signed as a sponsor of the ATP and WTA Tours

Chinese dairy products company Yili Group has agreed a sponsorship deal covering Asian Football Confederation national team competitions in the 2021-24 cycle

American telecommunications giant Verizon has secured a multiyear partnership with Indianapolis Motor Speedway to become the title sponsor of the Nascar Cup Series race on the IMS road course, starting …

The National Hockey League's Winnipeg Jets will now play at Canada Life Centre following a naming-rights deal between parent company True North Sports & Entertainment and Winnipeg-based life insurance…

Major League Soccer's Columbus Crew has unveiled a long-term naming rights deal with New Albany, Ohio-based online mortgage lender Lower.com. The Crew's new $313.

Global multi-stage sailing event The Ocean Race has secured an agreement with Swiss watch manufacturer Ulysse Nardin. The company joins the Official Partner tier of The Ocean Race’s sponsorship portfolio.

Luxury car brand Jaguar has renewed its sponsorship of the All England Lawn Tennis and Croquet Club (AELTC) as the official car of tennis' Wimbledon Championships

Indian steel products manufacturer Shyam Steel has agreed a deal to become an official partner of cricket’s forthcoming inaugural World Test Championship final.

The British & Irish Lions and South Africa Rugby have announced British Airways as the latest sponsor for the 2021 Lions tour under their joint commercial offering

Brazilian football club São Paulo has agreed a two-and-a-half-year sponsorship deal with building materials retailer ABC Construction.