Sponsorship & Marketing
AFC invites sponsorship bids in electronics category for national team competitions
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…
BWT expands F1 presence with title sponsorship of upcoming Austrian GPs
Formula 1 has signed up water treatment supplier BWT as title sponsor of its two upcoming grand prix events in Austria
Industry veteran Morgan to spearhead Standard Life Aberdeen sponsorship strategy
Sports sponsorship industry consultant Giles Morgan has been appointed head of sponsorship and partnerships at investment and asset management company Standard Life Aberdeen
Salesforce aligns with Team USA, LA28, and NBCUniversal in seven-year deal
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 …
NFL unveils Diageo as first sponsor in spirits category
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
Leeds add AMT as official vehicle partner, focus on Elland Road expansion
English Premier League football club Leeds United has signed a sponsorship deal with vehicle solutions company AMT
ISG strengthens position in European football with Samson acquisition
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
TopCourt becomes tennis e-learning platform for ATP and WTA Tours
Tennis e-learning brand TopCourt has signed as a sponsor of the ATP and WTA Tours
Yili becomes sponsor of AFC national team competitions
Chinese dairy products company Yili Group has agreed a sponsorship deal covering Asian Football Confederation national team competitions in the 2021-24 cycle
Verizon named title sponsor of Nascar Cup Series race on IMS road course
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 …
Winnipeg Jets’ arena to be renamed Canada Life Centre
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…
Columbus Crew unveils naming rights deal with Lower.com
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.
The Ocean Race makes ‘decade-long commitment’ with Ulysse Nardin
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.
Five more years for Jaguar at the Wimbledon Championships
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
ICC forges Shyam Steel deal for WTC final, streaming on ICC.tv in selected markets
Indian steel products manufacturer Shyam Steel has agreed a deal to become an official partner of cricket’s forthcoming inaugural World Test Championship final.
Lions fly into South Africa tour with British Airways deal
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
São Paulo inks ABC Construction deal, Athletico Paranaense signs with Betmotion
Brazilian football club São Paulo has agreed a two-and-a-half-year sponsorship deal with building materials retailer ABC Construction.