Sponsorship & Marketing

A shift in the esports revenue distribution model away from prioritising sponsorship to focus more on in-game digital purchases is set to become the new norm, industry experts have predicted.

Two months after launching a general tender for sponsorship rights to its women's football properties, Uefa today announced a separate bidding process for prospective apparel and match ball suppliers.

Elevate has fully acquired Fenway Sports Management's Consulting Group, taking over the Boston-based company's client list and nine-person staff

World Series champion the Texas Rangers has signed a home-town jersey patch deal, in more ways than one, with Dallas-based Energy Transfer

Dorna Sports’ expected sale to Liberty Media for over €4bn ($4.3bn) offers the potential to generate a host of commercial efficiencies across both Formula 1 and MotoGP in a watershed moment for motorcycling.

Uefa has added another Chinese brand to its sponsorship portfolio after agreeing a deal for online retail marketplace AliExpress to become an official partner of Euro 2024.

Long-standing Olympic sponsor Samsung has become a commercial backer of breaking, skateboarding and surfing properties ahead of Paris 2024 but sponsorship support for the sports’ governing bodies remains m…

The English Premier League today announced it has acquired a stake in virtual reality software firm Rezzil and agreed a new four-year licensing agreement.

James Ralley, World Rugby’s director of partnerships and brand, has left the organisation to become the commercial director for the St Andrews Links Trust, the body that manages the seven links golf courses at St Andrews in Scotland.

FC Barcelona’s president Joan Laporta has ramped up the pressure on kit supplier Nike to either quit or pay more to the debt-laden LaLiga club.

The National Football League has once again expanded its Global Markets Program, taking the initiative to five new countries in South America, Asia and Africa and opening up commercial opportunities for four more franchises.

Two Australian National Rugby League teams, the Canterbury-Bankstown Bulldogs and the South Sydney Rabbitohs, have agreed to extend a block on betting sponsorship for a further three years.

Topps, the physical and digital trading card brand owned by global merchandising company Fanatics, has retained its contract with Formula 1 motor racing in a multi-year renewal.

The French Football Federation (FFF) has officially launched a new kit and apparel supplier tender process, with competition expected on incumbent Nike from major rivals Adidas and Puma.

Aston Villa is set to announce the biggest shirt sponsorship deal in its history, having agreed a two-year contract with Greek betting platform Betano.

The 2024 Indian Premier League (IPL) season kicks off with all teams having bolstered their sponsorship portfolios in the run-up to cricket's biggest and most lucrative tournament.