Sponsorship & Marketing
Infront brokers İşbir Yatak deal with Turkish Volleyball Federation
The Turkish Volleyball Federation has signed up bedding retailer İşbir Yatak in a sponsorship contract brokered by the Turkish branch of sports marketing agency Infront.
National Lacrosse League, Wilson extend partnership for 2021 season
The National Lacrosse League has extended its partnership with Wilson Sporting Goods, naming the Chicago-based sports equipment manufacturer’s EvoShield line as its official supplier of performance-driven s…
St. Pauli adds to home-made kit offering with 11teamsports and Puma
German 2. Bundesliga club St. Pauli has added two new sponsors to assist the roll-out of its club-owned kit brand called DIIY
Stevenage focuses on women’s team in next phase of Burger King activation
English Football League club Stevenage FC has expanded its association with fast food giants Burger King to include sponsorship of the club’s women’s team.
Fanatics adds non-apparel expertise with WinCraft deal
Fanatics has further strengthened its position in the licensed sports merchandise marketplace by acquiring WinCraft
Orange connects with Tour de France until 2024
The Amaury Sport Organisation, organiser of the Tour de France, has extended its long-term association with telco Orange
Sky Sport takes sleeve branding position at Vodafone Warriors
New Zealand-based pay television broadcaster Sky Sport has strengthened its association with the National Rugby League’s Auckland-based Vodafone Warriors by taking a branding position on the club’s shi…
Round-Up: SA v England postponed, Breakdancing at Paris 2024, Discovery-JTBC golf tie-up, and more
The South Africa v England one-day international cricket series in South Africa was postponed, following concerns about the welfare of players and after reports of breaches of the bio-secure bubbles surrounding…
NHL Reverse Retro jersey collection proves immediate commercial success
The National Hockey League's new Reverse Retro jersey collection, which has been created in partnership with league partner adidas, has proven an immediate commercial success across a series of metrics
Austrian Bundesliga nets extension with Adidas as ball supplier
Austrian's top football league, the Austrian Bundesliga has signed an extension to its contract with global sportwear brand Adidas
Team Sunweb becomes Team DSM in new sponsorship deal
Pro Cycling's Team Sunweb will switch title sponsors to nutrition, health and sustainable living specialist DSM from 2021
Endesa extends with Euroleague Basketball for 2020-21 season
Spanish energy company Endesa has extended its sponsorship of Euroleague Basketball into the 2020-21 season
Chinese FA’s new leadership making deep reforms to reach lofty goals
SportBusiness speaks to Louis Liu, secretary general of the Chinese Football Association, about China's ambitions to become a football superpower.
MLS, Kellogg’s agree to multiyear partnership extension
Major League Soccer and food manufacturing giant Kellogg’s have announced a multiyear partnership extension which designates portfolio brands Cheez-It and Pringles as the league’s official snacks, and E…
Team GB athletes ‘hit by Nike sponsorship cuts’
Several British athletes are facing financial challenges after Nike reduced its spend on player endorsement deals as a result of the Covid-19 pandemic
Porsche retains title rights to golf’s European Open
Luxury carmaker Porsche will remain the title sponsor of the Porsche European Open for another three years until 2023
FIDE seeks World Chess Championship title sponsor after regaining rights
The International Chess Federation (FIDE) has opened up the possibility of a title sponsorship of its World Championship match for the first time
Bundesliga nets early extension with Tipico
The German Bundesliga has signed an early extension to its sponsorship contract with gambling platform Tipico