Sponsorship & Marketing
Round-Up: Extreme E delayed, Saigon FC’s Japanese sponsor windfall, CSL clubs renamed, and more
The new Extreme E off-road all-electric series has pushed back its opening race in Saudi Arabia from March to April due to the Covid-19 pandemic - CNA/Reuters
England and GB Hockey sign up Vitality to sponsor women’s teams
England Hockey and Great Britain Hockey have signed a wide-ranging sponsorship deal with private medical insurance brand Vitality for their women's teams
HyperX extends naming rights deal for the Esports Arena Las Vegas
Gaming technology brand HyperX has extended its exclusive naming rights agreement for the HyperX Esports Arena Las Vegas located on the Las Vegas strip
Le Coq Sportif steps into esports market with GameWard
French sportswear brand Le Coq Sportif has made its first step into the esports market by acquiring the kit supply rights at French esports club GameWard
IMG signs with Liga MX as exclusive agency for global sponsorship
Liga MX, Mexico’s top-flight football competition, has appointed IMG as its exclusive commercial agency for global sponsorships until 2023.
Atlético Madrid extends Fanatics merchandise deal until 2025
Spanish LaLiga side Atlético de Madrid has announced an extension to its e-commerce and manufacturing deal with sports merchandising giant Fanatics that will take the agreement up to 2025.
Football Association’s Swarbrick looks for silver lining in “tough” 2021
Matthew Glendinning talks to Kathryn Swarbrick, the FA’s commercial and marketing director, about what is on the horizon for English football's governing body as it continues to develop its brand strategy amid the pandemic.
Round-Up: Osaka becomes LV ambassador, Pound reflects on Wada journey, Thai Open Covid-19 tests overturned, and more
Japanese tennis player Naomi Osaka became a brand ambassador for French fashion label Louis Vuitton - CNN
Detroit Red Wings strike multiyear gaming partnership with PointsBet
The National Hockey League's Detroit Red Wings have struck a multiyear gaming partnership with Australia-based global sportsbook operator PointsBet
Turkish Basketball Federation adds blockchain sponsor
The Turkish Basketball Federation (TBF) has announced Bitci, the Turkish blockchain technology company, as an addition to its sponsorship portfolio
Marano to target €500m in sponsorships as Milan-Cortina 2026 commercial head
Italian television executive Antonio Marano has been named as the new commercial director of the Milan-Cortina Foundation 2026, the organising committee for the Italian Winter Olympic and Paralympic Games
Pro14 signs up Loch Lomond Whiskies as sponsor
Rugby union competition Pro14 Rugby has signed up whisky distillery Loch Lomond Whiskies as its latest sponsor
NWSL Kansas City team to have temporary branding for inaugural 2021 season
The National Women's Soccer League expansion team in Kansas City will have temporary branding during its inaugural season in 2021 due to the tight turnaround in joining the league
V-Zug sponsors World Curling Championships in Infront-brokered deal
Swiss white goods company V-Zug has been named the official main sponsor of the next three World Curling Championships outside of Canada.
Verizon expands 5G rollout at NFL stadiums
Mobile carrier to reach 28 NFL venues with advanced network by end of 2021
LV= resumes connection with elite English cricket through new ECB deal
LV= General Insurance (LV= GI) has rekindled its association with elite cricket in England and Wales by agreeing a three-year deal to become the new official title sponsor of England’s men’s and women’s Tests …
Premiership Rugby extends with Land Rover in CSM-supported deal
Premiership Rugby has extended its long-term association with automotive manufacturer Land Rover
Liga MX adds Heineken’s Tecate to sponsorship portfolio
Flagship Mexican football division, the Liga MX, has signed up the Heineken-owned brand Tecate as its beer sponsor