Sponsorship & Marketing
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
Watford signs up University Campus of Football Business to sponsorship deal
English Championship football club Watford has expanded its relationship with higher education institute University Campus of Football Business (UCFB) in a new sponsorship contract
Betmotion joins top brands as sponsor of Brazil’s National Basketball League
Brazil’s National Basketball League (LNB) has signed up betting and online games operator Betmotion as an ‘Official Partner’ of the National Basketball League (NBB) for the 2020-21 season.
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Coca-Cola signed up as first World Table Tennis sponsor
World Table Tennis (WTT) has signed soft drinks multinational Coca-Cola as its first ever sponsor as part of the world governing body's commercial relaunch in 2021
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