Sponsorship & Marketing
Wanda initiates Infront sale process with Deutsche Bank hire
Chinese conglomerate Wanda Group has appointed Deutsche Bank as advisers on a potential sale of the Infront sports marketing agency
McLaren responds to calls to remove Velo branding for Dutch Grand Prix
McLaren Racing is resisting calls from Dutch health organisations to remove branding of tobacco-free nicotine specialist Velo from its car for the upcoming Dutch Grand Prix
6686 continues European club spree with VfL Wolfsburg deal
Asian-facing betting operator 6686 has added Bundesliga club VfL Wolfsburg to its bulging football sponsorship portfolio
Global LaLiga deal and OFC pact: another day in Saudi Arabia’s project football
Saudi Arabia has extended its reach further into world football, with a major global sponsorship deal with Spain's LaLiga and a development partnership with the Oceania Football Confederation the latest projects announced today (Thursday).
Deloitte takes on World Athletics multi-year global sponsorship
World Athletics has announced a new global sponsorship deal with UK management consulting firm Deloitte on the eve of the 2023 world championships in Budapest.
NFL’s Commanders signs Verizon as first major sponsor under new ownership
Verizon is the first major sponsor of the National Football League's Washington Commanders since the ownership takeover by Josh Harris was finalised last month
Qatar Airways selects Right Formula for F1 activation brief
Qatar Airways has appointed global sports marketing agency Right Formula as its retained agency for the airline’s Formula 1 activation programme.
Fiba readies ‘most successful’ commercial World Cup as it completes road to recovery
The commercial success of the upcoming Fiba Basketball World Cup in south-east Asia will ensure the sport’s governing body breaks even for the four-year cycle despite the devastating impact of the global p…
Celsius makes first major sponsorship move with MLS to 2026
Major League Soccer and energy drink Celsius have signed a sponsorship deal through 2026, marking the first nationwide sports partnership for the brand
EXCLUSIVE: Heineken renews Champions League sponsorship
Heineken has agreed a three-year renewal of its global sponsorship deal with the Uefa Champions League, SportBusiness can exclusively reveal
IBM powers US Open AI commentary and analysis
The United States Tennis Association has announced digital fan features appearing on USOpen
Nascar extends college sports marketing presence through Learfield deals
Nascar has furthered its presence in college athletics with a new deal with Learfield for the University of South Carolina while extending last year's agreement with the University of Alabama
Tiffany & Co, Mount Sinai renew US Open sponsorships
US jewellery maker Tiffany & Co. and hospital and medical services provider Mount Sinai have both announced multi-year renewals of their sponsorships of the US Open tennis Grand Slam.
Tiffany & Co
Incoming Chelsea shirt sponsor agrees TGL analytics deal
Infinite Athlete has unveiled an agreement to provide its data technology to the new TGL team golf league
USA Gymnastics continues commercial recovery with Comcast deal
USA Gymnastics has announced media and technology company Comcast as a sponsor of the governing body, with the Xfinity brand becoming the US Gymnastics Championships title sponsor through 2024
LaLiga North America renews Verizon deal for three more seasons
LaLiga North America has signed a three-year extension with telco Verizon in a United States exclusive deal
Monaco agrees Royal Caribbean, Teddy Smith kit sponsorship deals
AS Monaco has agreed new sponsorship deals with global cruise line Royal Caribbean and fashion brand Teddy Smith
Top-tier additions drive Ryder Cup sponsorship revenue uplift
Sponsorship revenue for the Ryder Cup has risen by 153 per cent during the current cycle after the additions made to the premium Worldwide Partner tier, SportBusiness understands