Sponsorship & Marketing
Adidas sets March decision date on Reebok’s future
German sportswear company Adidas has said it will make a decision on the future of its Reebok brand in March after confirming it has begun to assess “strategic alternatives”.
Ineos Hygienics to supply Spurs with sanitiser in new sponsorship
Healthcare brand Ineos Hygienics has become the ‘Official Hygiene Supplier’ to Premier League club Tottenham Hotspur and the Tottenham Hotspur Stadium.
2020 | The best comebacks and success stories from a challenging year
SportBusiness regional editors Eric Fisher, Kevin McCullagh and Ben Cronin look back at those rights-holders and properties that adapted best to a year of disruption for the sports industry
Round-Up: Amazon’s India rights ambitions, Rugby World Cup draw made, Federer’s Australian Open in doubt, and more
Amazon is expected by some sports media rights industry experts to follow up its bid for New Zealand Cricket rights in India with bids for bigger properties such as the Indian Premier League
NBA expands on YOP association with France sponsorship
The National Basketball Association has signed a regional sponsorship contract in France with yoghurt drink brand YOP
Tipico’s four-year extension netted Bundesliga International fee uplift
The German Football League's recent renewal with betting operator Tipico is worth an increase on the value of its existing Bundesliga sponsorship, SportBusiness understands
Drone Racing League, T-Mobile strike multiyear 5G-focused partnership
The Drone Racing League and German mobile communications company T-Mobile have announced a wide-ranging partnership which is focused on advancing 5G-powered drone technology
Gallagher acquires naming rights to Australian Kangaroos rugby league team
Insurance broker Gallagher has signed a multi-year agreement as the new naming rights partner of the National Rugby League's Australian Kangaroos
Michael Jordan’s 23XI Racing unveils founding commercial partners
23XI Racing, the Nascar Cup Series team co-founded by Michael Jordan and Denny Hamlin, has unveiled the founding commercial partners for its inaugural season in 2021
Orange becomes latest domestic sponsor of 2023 Rugby World Cup
The organisers of the 2023 Rugby World Cup have added telco Orange as the latest sponsor of the event
DHL Express signs up for Lions Tour, MTN confirms Springboks main shirt deal
Logistics company DHL Express has signed as the official logistics provider for the 2021 British & Irish Lions Tour of South Africa
IMG brokers renewal of key HSBC golf sponsorships
Global banking group HSBC has announced multi-year title sponsorship renewals of three of its long-standing Asia golf partnerships: the HSBC Women’s World Championship in Singapore, the World Golf Championships-HSBC C…
Hertha Berlin extends sleeve sponsorship deal with Hyundai
German Bundesliga club Hertha Berlin has extended its contract with automotive manufacturer Hyundai
Right Formula wins strategic marketing pitch for Manchester City sponsor Tecno
Sports agency Right Formula has won a competitive pitch to partner mobile handset and technology leader Tecno in its strategic marketing activities
BioSteel brings in Toronto Raptors as latest NBA partner
The National Basketball Association’s Toronto Raptors have signed a multiyear partnership with sports nutrition company BioSteel, which has been designated the official sports drink of the team.
NHL considers putting sponsorship logos on helmets
The National Hockey League is reportedly considering putting sponsorship logos on players' helmets as a means to secure additional revenues
Konami adds Lazio to Italian football club portfolio
Italian Serie A football club Lazio has signed a deal with video game developer Konami, making Lazio the latest club to join Konami’s club partner programme for its PES football game franchise.
TAG Heuer to replace Rado as LTA timekeeper
Swiss luxury watchmaker TAG Heuer has signed a three-year sponsorship with the Lawn Tennis Association (LTA), the governing body for tennis in the UK