Sponsorship & Marketing
Philips extends PSV stadium and club sponsorship to 2031
Dutch multinational Philips has extended its long-standing sponsorship of Eredivisie club PSV Eindhoven for another 10 years, to 2031
Uefa to launch 2021-25 tender for women’s football match ball, apparel supplier
Uefa, European football’s governing body, and its appointed agency TRM Partners, are to invite bids from prospective match ball and apparel suppliers for Uefa women’s competitions during the 2021-25 cyc…
Round-Up: Japanese firms ‘want Olympics’, North-South Korea Youth Olympics proposal, NBA opens big Shenzhen store, and more
Most Japanese companies want the Olympics to go ahead in the country next year, according to a survey - Reuters
Topps offering “Project 2020” cards as art prints
Trading card company expands new line of artistically reimagined cards
Hyperice expands global reach with All Blacks partnership
Leading recovery and performance technology company Hyperice is expanding its global reach by announcing a multiyear partnership with the All Blacks, New Zealand's iconic national men's rugby union team
Crystal Palace joins league rivals in signing Sure sponsorship deal brokered by CSM
Crystal Palace has become the latest English Premier League outfit to sign up anti-perspirant brand Sure as a sponsor
Professional Fighters League strikes data deal with IBM
The Professional Fighters League has partnered with global technology company IBM to enhance its Smartcage technology platform, which integrates real-time data and analytics within league broadcasts
Fnatic signs Lavazza as brand makes first foray into esports
Esports organisation Fnatic has signed up Italian coffee brand Lavazza to its sponsorship portfolio.
The London-based Fnatic will collaborate with Lavazza on a marketing campaign named 'Icons of Italy'
Belgium’s Pro League extends football management game licensing deal
Pro League, the governing body for Belgian football’s top two divisions, has renewed a licensing agreement with Gamebasics, the developer of the online football management title Online Soccer Manager.
FBC Mortgage acquires on-field rights at University of Central Florida facility
US Mortgage lender FBC Mortgage has become the field sponsor at the ‘Bounce House’, the home of the University of Central Florida’s (UCF) NCAA American football team, the UCF Knights.
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BBVA USA named presenting sponsor of 2020 Iron Bowl
BBVA USA has been named the presenting sponsor of the 2020 Iron Bowl between the University of Alabama and Auburn University college football teams
Head of global partnerships Carr joins IMG alumni at River Media Partners
UK sports media company River Media Partners (RMP) has hired Alex Carr, formerly strategic partnerships manager in the motorsport division of the IMG agency, as its head of global partnerships
Lockdown dampens Brentford FC’s new stadium celebrations
Brentford FC’s plans to open a brand new 17,250-capacity stadium this autumn have been thwarted by the Covid pandemic. Chief executive Jon Varney describes how the club is coping with the lockdown and its plans to compete on a more even commercial footing in the English Championship.
Scottish Rugby extends with RBS in grassroots-focused deal
Scottish Rugby, the governing body of rugby union in Scotland, has extended its association with the Royal Bank of Scotland (RBS) in a grassroots-focused sponsorship deal that will run until 2023
Mondelēz-owned Stimorol brand to sponsor Blast Premier esports event
Mondelēz International-owned chewing gum brand Stimorol will sponsor the Blast Premier esports tournament’s Fall Final competition in December.
San Jose Earthquakes hire Elevate Sports to help secure stadium naming-rights partner
Major League Soccer's San Jose Earthquakes have hired sports and entertainment consulting firm Elevate Sports Ventures to help secure a new stadium naming-rights partner
Matthew Glendinning | Kamala Harris, Nike and iconic moments
Amid the drama that followed the US Presidential elections, the Nike brand was present at the iconic moment when Kamala Harris told the President-Elect: “We did it, Joe.” SportBusiness' Matthew Glendinning explains why Nike’s moment of marketing gold owed as much to judgement as it did to luck.
Round-Up: China hosts first international events, NBA to build ‘experience centres’ in China, Tokyo hospitality to be reined in, and more
China last weekend hosted its first major international sports events since the start of the pandemic