Sponsorship & Marketing
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
Nashville Predators strike DraftKings sports betting partnership
The National Hockey League's Nashville Predators have struck a wide-ranging partnership with gaming company DraftKings, which has been designated the official daily fantasy sports provider and an official …
Griezmann cuts ties with Huawei
Barcelona and France footballer Antoine Griezmann has terminated his sponsorship deal with technology firm Huawei, citing the mistreatment of Uighur Muslims by China
NFL extends, expands Intuit TurboTax Live partnership
The National Football League has extended and expanded its partnership with American business and financial software company Intuit in a deal which runs through 2022
NFL signs up OId El Paso as sponsor in UK for second year running
The National Football League has signed a new digitally-focused sponsorship deal with General Mills-owned Mexican food brand Old El Paso
Brooklyn Nets bring in Motorola as jersey patch sponsor
The National Basketball Association's Brooklyn Nets have struck a wide-ranging partnership with US mobile communications company Motorola, which will become the team's new jersey patch sponsor
Hyperice strikes first collegiate partnership with University of Kentucky
Hyperice, the leading recovery and performance technology company, has entered the college sports industry for the first time by striking a multiyear partnership with the University of Kentucky men’s ba…
Unilever becomes latest sponsor of The Hundred in CSM-brokered deal
The England and Wales Cricket Board’s (ECB) new franchise cricket tournament The Hundred has added consumer goods group Unilever to its growing portfolio of sponsors.
FCF strikes unique sponsorship with Progressive
Insurance giant to sponsor new fifth down of play in start-up football league
Gazprom’s Nord Stream 2 renews EHF Champions League sponsorship
Nord Stream 2, the Gazprom-based gas pipeline project, has extended its sponsorship of the men’s EHF Champions League for another two seasons.
EFL’s iFollow experiment unlikely to inform future media strategy, says commercial chief
Ben Wright, chief commercial officer for the English Football League, explains what the league has learnt from streaming more games on its iFollow service and how the league has targeted the fast-food sector to shore up revenues during this year's lockdown
Rexona to push ‘Pit-vertising’ concept through Big Bash sponsorship
Cricket Australia has signed an innovative sponsorship deal with deodorant brand Rexona, reflecting on a year of commercial success in which it claims to have “defied market conditions during a global p…
Hogben appointed LimeLight Sports MD in management reshuffle
James Hogben has been promoted to managing director of the LimeLight Sports agency, which works with brands in the mass participation sector
Espanyol brings women’s team into Skoda sponsorship deal
Second-tier Spanish Segunda División side RCD Espanyol has signed a renewal with automotive manufacturer Skoda.
Lega Serie A in talks with TIM over title sponsor renewal
Italy’s Lega Serie A is in discussions with Italian telco TIM regarding the renewal of its title sponsorship of the league.
Endesa backs national esports team in Spanish Basketball Federation extension
Energy company Endesa has extended its sponsorship of the Spanish Basketball Federation (FEB) to include the governing body’s esports activities, as well at its national basketball teams.