Sponsorship & Marketing
St. Pauli to produce own kit and branded apparel in sustainability play
Second-tier Bundesliga football club St. Pauli will make its own playing kit from next season in a move aimed at creating the ‘most sustainable team-sport collection in the world’.
Last week, St. Pa
UCI’s Astana Pro Team signs up Premier Tech as co-sponsor
The UCI World Tour's Astana Pro Team has signed up wastewater and treatment solutions company Premier Tech as its co-title sponsor ahead of the 2021 season
Round-Up: Bach meets Suga today, new rules for BBL, Beijing 2022 test events altered, and more
Cricket Australia is introducing three new rules for the upcoming Big Bash League T20 tournament, designed to add layers to strategic complexity to games and to increase audience engagement - Cricket Australia
Vela, Hernandez head MLS top-selling jersey list
Mexican stars Carlos Vela and Javier "Chicharito" Hernandez topped the list for the best-selling player jersey in Major League Soccer for the 2020 season
eDivisie adds H&M to sponsorship portfolio
Netherlands-based esports league, the eDivisie, has signed up multinational clothes retailer H&M as a sponsor
Udinese extends with Conforama for another season
Italian football's Udinese Calcio has renewed its sponsorship contract with home furnishings retail chain Conforama.
The one-year extension builds on an association which began in the 2017-18 season
USL unveils three-year Puma partnership
The United Soccer League has unveiled a three-year sponsorship agreement with sports apparel company Puma
Castore continues teams drive with five-year LTA deal
Castore, the UK-based sportswear brand increasingly moving into the teams kit supply sector, has signed a five-year deal with the Lawn Tennis Association, the national governing body for tennis in Great…
Dunlop extends exclusive Moto2, Moto3 tyre deal with Dorna Sports
Tyre company Dunlop has extended its exclusive supply deal for the FIM Moto2 and Moto3 World Championships for three more years
Carriage of eSportsONE among Proximus’ slew of esports deals
Belgian pay-television broadcaster and telecoms operator Proximus has further enhanced its esports commitment through a carriage deal for the new eSportsONE channel, plus a series of other agreements
LA Rams strike multiyear partnership with Rocket Mortgage
The National Football League's Los Angeles Rams have struck a multiyear partnership with Rocket Mortgage, which has been designated an official mortgage partner of the team
PFL strikes CAA Sports Licensing merchandise deal
The Professional Fighters League has announced a tie-up with CAA Sports Licensing to capitalise on rising interest in the mixed martial arts promotion's brand and consumer products
Napoli joins Inter and AC Milan in signing up Starcasinò.Sport
Napoli has become the latest Italian football club to sign up sport and entertainment platform Starcasinò.Sport as a sponsor.
The Famous Grouse sponsorship hat-trick includes Premiership and Lions deals
The Famous Grouse, the blended Scotch whisky brand, has completed a trio of rugby union sponsorship agreements
GVC Holdings rebranding to Entain plc
British gaming company expanding in regulated markets under new identity
Atlético Madrid becomes first Spanish club to sign up Rowe
Atlético Madrid has become the latest football club to sign up German lubricants manufacturer Rowe.
The deal will run until the end of the 2023-24 season.
Pandemic pushes sport to double down on data-driven business
SportBusiness speaks with Asia-Pacific industry insiders about the increased urgency of sport adopting data-driven business practices in the Covid and post-Covid worlds. Tom King reports.
Round-Up: Bach speaks ahead of Tokyo visit, Nine acquires Wimbledon rights, Li Ning cuts CBA fees, and more
IOC president Thomas Bach is visiting Tokyo next week for three days to review preparations for the Olympics